Party Rings unveils largest-ever brand investment with packaging refresh
The redesigned packs are 'developed to improve shelf standout and engage a modern audience'
Print5 August 2025
Fox’s Burton’s Companies (FBC) has unveiled a ‘bold’ new look for its iconic Party Rings brand, rolling out refreshed packaging across the full range this summer.
The redesigned packs – ‘developed to improve shelf standout and engage a modern audience’ – feature vibrant ‘Colour Me In’ illustrations that invite playful interaction.
Party Rings remains a beloved household favourite with €750,000 value sales in Irish market** and supported by a strong repeat purchase rate of 56%[1].
Updated biscuits
As part of the restage, the Party Rings biscuits themselves have also been updated, now featuring a newly moulded base to enhance visual appeal.
The packaging refresh, designed in partnership with creative agency Coley Porter Bell, began appearing on shelves in stores May 2025.
‘Joy, colour, and imagination’
According to the biscuit brand, the new campaign brings joy, colour, and imagination to the forefront of everyday life, positioning Party Rings as the biscuit that brightens the mundane.
Through light-hearted moments of fun, the brand invites consumers to see the world differently — transforming the familiar into something delightfully unexpected, FBC added.
The redesigned Party Rings range is now on shelves nationwide.
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[1] Kantar Total Market we 23 03 25’
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**(NIQ Ire– Total Scantrack – Latest 52we 13.07.25)
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