BN Biscuit
BN is a French-origin biscuit brand best known for filled sandwich biscuits decorated with smiling faces.
Last updated August 24, 2026
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Overview
BN Biscuit, also known as BN or BN Biscuits, is a French-origin packaged biscuit brand associated with Biscuiterie Nantaise, a Nantes-based biscuit maker. Its signature product consists of two baked biscuits joined by a sweet filling. The original and most recognizable format used a chocolate filling, while later versions expanded into fruit, vanilla, hazelnut, milk-chocolate and other variants. The biscuits are typically made in circle or rounded-square shapes and are distinguished by printed or embossed faces on the surface, giving the product a playful identity aimed particularly at children and family snack occasions. The brand was launched in 1932. Biscuiterie Nantaise was later acquired by General Mills in 1973. General Mills subsequently transferred its European assets to PepsiCo in 1992. PepsiCo then exchanged BN with United Biscuits for several snack-food assets, while KP Snacks was excluded from that transaction. United Biscuits acquired BN in 1998, after which the brand underwent a relaunch in September 2000. BN developed a particularly visible presence in the United Kingdom through distinctive advertising and music-led branding. A 1999 United Kingdom relaunch used the phrase “BN BN” in an arranged version of “Mah Nà Mah Nà.” The campaign helped establish the brand’s memorable, humorous identity, but BN later disappeared from United Kingdom retail shelves for roughly a decade between 2003 and 2013. During that period, the biscuits remained available in a number of other markets, including France, South Africa, Nigeria and Afghanistan. BN returned to United Kingdom supermarkets in 2013 with refreshed packaging and logos under the McVitie’s BN name. The relaunch formed part of McVitie’s broader “Sweeet” campaign and again referenced the earlier musical advertising through a revised arrangement of “Mah Nà Mah Nà.” In January 2022, the brand was made available throughout the United Kingdom again under the McVitie’s brand, using the “Taste the Smile” slogan. The returning range included BN Chocolate, BN Vanilla, Mini BN Chocolate and Mini BN Strawberry. The current BN range includes both the classic filled sandwich biscuit and smaller formats such as Mini BN. Its principal differentiation is less a technical baking claim than a combination of recognizable visual design, sweet filling, approachable portion sizes and an upbeat personality. The face motif and flavor variety allow BN to function as both a children’s lunchbox product and a nostalgic family snack. Brand ownership is associated with the United Biscuits business, now part of pladis, while McVitie’s has been used as the commercial brand architecture for the United Kingdom relaunches.
History
BN originated with Biscuiterie Nantaise, a French biscuit company based in Nantes. The brand was introduced in 1932 as a filled biscuit consisting of two baked pieces joined by a sweet center. Chocolate was the original signature flavor. The product's visual identity developed around decorated biscuit surfaces, including expressive faces that helped distinguish BN from more conventional plain or cream-filled biscuits. In 1973, Biscuiterie Nantaise was acquired by General Mills. General Mills later sold its European assets to PepsiCo in 1992. PepsiCo subsequently transferred BN to United Biscuits in an exchange involving several United Biscuits snack assets, including The Smith's Snackfood Company but not KP Snacks. United Biscuits completed its acquisition of BN in 1998. The brand was relaunched in September 2000. In the United Kingdom, BN's most prominent early relaunch activity was connected with a 1999 advertising campaign built around the repeated phrase “BN BN” and an arranged version of “Mah Nà Mah Nà.” The music and the face motif gave the product a distinctive entertainment-led identity, particularly among younger consumers. BN was absent from United Kingdom retail distribution for approximately ten years from 2003 to 2013, although it continued to be sold in France and in various international markets. The gap did not eliminate the brand's recognition; instead, it contributed to a nostalgic reputation among former United Kingdom consumers. In 2013, BN returned to United Kingdom supermarkets with new packaging and logos under the McVitie's BN name. The associated advertising formed part of McVitie's “Sweeet” campaign and revisited the earlier musical concept while using the proper lyrics of the song arrangement. In January 2022, BN was made available throughout the United Kingdom again through a McVitie's-branded relaunch. The range included BN Chocolate, BN Vanilla, Mini BN Chocolate and Mini BN Strawberry, and was marketed with the slogan “Taste the Smile.” The product portfolio has also included standard circular and rounded-square biscuits, multiple flavors and Mini BN formats. Reported flavors include chocolate, strawberry, vanilla, hazelnut, raspberry, apricot and milk chocolate. BN's commercial history reflects the movement of a regional French biscuit business through several multinational food groups before becoming part of the United Biscuits and later pladis portfolio. Its enduring brand assets are the filled two-biscuit construction, smiling-face decoration, broad flavor range and family-friendly tone. In the United Kingdom, McVitie's has served as the principal route for renewed distribution and brand communication.
- 2022
United Kingdom range relaunched under McVitie's
[1]The brand became available throughout the United Kingdom again, with the “Taste the Smile” slogan and a renewed standard and Mini BN range.
- 2013
BN returns to United Kingdom supermarkets
[1]BN returned with new packaging and logos under the McVitie's BN name.
- 2003
BN leaves United Kingdom retail distribution
[1]BN ceased to be sold in United Kingdom retail channels for an extended period, while remaining available in several other markets.
- 2000
BN relaunched
[1]United Biscuits relaunched the BN brand in September 2000.
- 1999
United Kingdom advertising relaunch
[1]A United Kingdom campaign used the repeated phrase “BN BN” with an arranged version of “Mah Nà Mah Nà.”
- 1998
United Biscuits acquires BN
[1]PepsiCo exchanged BN with United Biscuits for several United Biscuits snack assets, excluding KP Snacks.
- 1992
General Mills sells European assets to PepsiCo
[1]General Mills sold its European assets to PepsiCo, transferring BN into PepsiCo's European portfolio.
- 1973
Biscuiterie Nantaise acquired by General Mills
[1]General Mills acquired Biscuiterie Nantaise, bringing the BN business into its European food portfolio.
- 1932
BN biscuit brand launched
[1]Biscuiterie Nantaise launched BN as a filled biscuit brand in France, initially associated with a chocolate-flavored filling.
Products and positioning
A playful, family-oriented filled biscuit brand built around smiling-face designs, accessible sweet flavors and nostalgic music-led advertising.
Filled sandwich biscuit · 1932
Classic BN sandwich biscuits
The core BN format consists of two golden-baked biscuits joined by a sweet filling. The biscuits have appeared in circular and rounded-square shapes, with one side decorated by one of several expressive faces. The original chocolate version established the brand's best-known product identity, while the range has expanded to include fruit and other sweet flavors.
Chocolate-filled biscuit
BN Chocolate
BN Chocolate is the flagship chocolate-oriented version of the filled sandwich biscuit. It combines the brand's decorated baked biscuits with a chocolate filling and has remained central to BN's product identity across different ownership periods and market relaunches.
Vanilla-filled biscuit
BN Vanilla
BN Vanilla is a standard-format filled biscuit using a vanilla-flavored center. It was included in the United Kingdom range restored under McVitie's branding and provides a milder alternative to the chocolate products.
Mini filled biscuit
Mini BN
Mini BN is a smaller-format version of the BN sandwich biscuit designed for bite-sized snacking. The United Kingdom relaunch included Mini BN Chocolate and Mini BN Strawberry, extending the brand into a more portable and portion-oriented format.
Marketing campaigns
- 2022Taste the Smile
United Kingdom
The slogan was used for the renewed United Kingdom-wide McVitie's BN range, including standard and Mini BN products.
Outcome. BN became available throughout the United Kingdom again.
- 2013McVitie's Sweeet campaign
United Kingdom
The campaign supported BN's return to United Kingdom supermarkets under McVitie's BN branding and revisited the earlier “Mah Nà Mah Nà” advertising device.
Outcome. It accompanied the brand's re-entry after roughly a decade away from United Kingdom retail shelves.
- 1999BN BN
United Kingdom
The campaign repeated the words “BN BN” over an arranged version of “Mah Nà Mah Nà.” Its simple musical hook and playful presentation became closely associated with BN's United Kingdom identity.
Outcome. The campaign created a memorable advertising association that later relaunches referenced.
Brand decisions
2022
United Kingdom-wide McVitie's BN relaunchProduct launchBackground
The brand had previously returned to selected United Kingdom retail channels in 2013.
Action taken
BN was made available throughout the United Kingdom under McVitie's branding, supported by the “Taste the Smile” slogan.
Aftermath
The returning range included BN Chocolate, BN Vanilla, Mini BN Chocolate and Mini BN Strawberry.
2013
Return to the United Kingdom under McVitie's BNProduct launchBackground
BN had not been sold through United Kingdom retail channels for approximately ten years.
Action taken
The brand returned with updated packaging and logos under the McVitie's BN name.
Aftermath
The relaunch restored BN's supermarket presence in the United Kingdom and reactivated its established musical advertising identity.
2000
Brand relaunch after United Biscuits acquisitionStrategyBackground
United Biscuits acquired BN in 1998 and pursued a renewed presentation for the brand.
Action taken
BN was relaunched in September 2000.
Aftermath
The relaunch continued the brand's development as a playful filled-biscuit product with strong advertising recognition.
1998
United Biscuits acquires BNM&ABackground
BN was part of PepsiCo's European portfolio after General Mills transferred its European assets to PepsiCo.
Action taken
PepsiCo exchanged BN with United Biscuits as part of a broader asset transaction involving United Biscuits snack businesses.
Aftermath
BN became part of United Biscuits and was subsequently relaunched under that ownership.
Sources2 sources
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