BN

BN, also known as BN Biscuits and historically associated with Biscuiterie Nantaise, is a French biscuit brand originating in Nantes. Its signature product consists of two baked biscuits joined by a sweet filling, with the classic version traditionally associated with chocolate. The biscuits are recognizable for their golden appearance and face designs, which give the range a playful identity aimed particularly at children and families. The BN brand was launched in 1932. Over time, its product portfolio expanded beyond the original chocolate-filled format to include several flavors and shapes. The classic sandwich range has been sold in circular and rounded-square forms, with biscuit surfaces decorated by one of four facial designs. Reported flavors include chocolate, strawberry, vanilla, hazelnut, raspberry, apricot, and milk chocolate. The brand has also offered smaller products under the Mini BN name. The business behind the brand passed through several major food companies. Biscuiterie Nantaise was acquired by General Mills in 1973. General Mills subsequently transferred its European assets to PepsiCo in 1992, and PepsiCo later exchanged BN with United Biscuits for several United Biscuits snack assets. United Biscuits acquired BN in 1998, giving the brand a place within one of Europe's major biscuit portfolios. BN has had an especially visible history in the United Kingdom. A British relaunch in 1999 used an advertising campaign built around the repeated phrase “BN BN” and an arranged version of “Mah Nà Mah Nà.” The products were then absent from UK retail distribution for roughly a decade from 2003 to 2013, although they continued to be available in a number of other markets and specialist stores. In 2013, BN returned to UK supermarkets in packaging branded “McVitie's BN,” linking it to United Biscuits' McVitie's portfolio and a contemporary “Sweeet” advertising campaign. The campaign revisited the earlier musical idea while using the song's standard wording rather than the adapted “BN BN” refrain. In January 2022, BN was again made available throughout the United Kingdom under the McVitie's brand, using the slogan “Taste the Smile.” The returning range included BN Chocolate, BN Vanilla, Mini BN Chocolate, and Mini BN Strawberry. This relaunch emphasized the brand's established visual asset—the smiling biscuit—while presenting BN as a family-oriented sweet biscuit line. BN therefore occupies a distinctive position between a heritage French biscuit brand and a broader international packaged-food portfolio, with its product identity centered on filled biscuits, recognizable faces, multiple flavors, and child-friendly communication.

BN traces its origins to Biscuiterie Nantaise, a French biscuit business associated with Nantes. The BN brand was launched in 1932 and became identified with a simple but distinctive format: two baked biscuits placed together around a sweet filling. The original identity centered on chocolate, while the visual design of the biscuits helped differentiate the product from more conventional plain or cream biscuits. The brand's best-known products use two golden-baked biscuit pieces in either circular or rounded-square shapes. Their surfaces are decorated with facial expressions, creating a smiling character-like appearance. This design became a central part of BN's consumer identity and supported a family-oriented positioning. The portfolio later expanded beyond the original chocolate flavor. Documented varieties include strawberry, vanilla, hazelnut, raspberry, apricot, milk chocolate, and chocolate, alongside smaller Mini BN products. Ownership of the underlying biscuit business changed several times. General Mills acquired Biscuiterie Nantaise in 1973. In 1992, General Mills sold its European assets to PepsiCo. PepsiCo subsequently transferred BN to United Biscuits in a broader exchange involving several snack assets, while excluding KP Snacks from the transaction. United Biscuits completed its acquisition of BN in 1998. BN's international visibility was particularly shaped by its United Kingdom distribution history. A UK relaunch in September 1999 was supported by a memorable advertising campaign using the phrase “BN BN” with an arranged version of “Mah Nà Mah Nà.” The campaign gave the brand a strong musical and mnemonic identity. Despite continued consumer interest, BN biscuits were not sold through UK retail channels for approximately ten years between 2003 and 2013. During that period, products remained available in France and in several other markets, including South Africa, Nigeria, and Afghanistan, as well as through some specialist or imported-goods stores. In 2013, BN returned to UK supermarkets with refreshed packaging and logos under the “McVitie's BN” name. The return was connected with McVitie's then-current “Sweeet” campaign. Its advertising again referenced the earlier “Mah Nà Mah Nà” concept, but used the song's conventional lyrics rather than the former campaign's repeated “BN BN” wording. The relaunch restored BN to mainstream British retail while presenting it as part of the McVitie's biscuit assortment. In January 2022, the brand was made available throughout the UK again under the McVitie's name. The returning products included BN Chocolate, BN Vanilla, Mini BN Chocolate, and Mini BN Strawberry, and the relaunch used the slogan “Taste the Smile.” This messaging drew directly on the face motif that has long distinguished the biscuits. BN's history is therefore characterized by a stable core product idea, successive corporate ownership, periodic changes in market availability, and advertising that repeatedly uses music and smiling faces to reinforce recognition.

• 2022

  UK range relaunched under McVitie's

  [1]BN (biscuit)en.wikipedia.org

  BN became available across the UK with four listed products and the “Taste the Smile” slogan.

• 2013

  BN returns to UK supermarkets

  [1]BN (biscuit)en.wikipedia.org

  The brand returned with updated packaging and the McVitie's BN designation.

• 2003

  BN disappears from UK retail distribution

  [1]BN (biscuit)en.wikipedia.org

  BN biscuits ceased to be sold through UK retail channels for an extended period, while remaining available in other markets.

• 1999

  UK advertising relaunch

  [1]BN (biscuit)en.wikipedia.org

  A British relaunch used the “BN BN” refrain and an arranged version of “Mah Nà Mah Nà.”

• 1998

  United Biscuits acquired BN

  [1]BN (biscuit)en.wikipedia.org

  PepsiCo transferred BN to United Biscuits in exchange for several United Biscuits snack assets.

• 1992

  General Mills transferred European assets to PepsiCo

  [1]BN (biscuit)en.wikipedia.org

  PepsiCo took over General Mills' European assets, including the business connected with BN.

• 1973

  Biscuiterie Nantaise acquired by General Mills

  [1]BN (biscuit)en.wikipedia.org

  General Mills acquired the company associated with the BN brand.

• 1932

  BN brand launched

  [1]BN (biscuit)en.wikipedia.org

  The BN biscuit brand was introduced in France by the Biscuiterie Nantaise business.

A playful, family-oriented biscuit brand built around golden filled sandwich biscuits with smiling face designs and a broad flavor range.

• Filled sandwich biscuits · 1932

  Classic BN sandwich biscuits

  The core BN format consists of two golden-baked biscuits joined by a sweet filling. Traditionally associated with chocolate, the range has also been offered in strawberry, vanilla, hazelnut, raspberry, apricot, and milk chocolate variants. The biscuits have appeared in circular and rounded-square shapes, with decorated surfaces featuring different facial expressions.

• Mini filled biscuits

  Mini BN

  Mini BN is a smaller-format extension of the filled sandwich biscuit range. Documented returning variants include Mini BN Chocolate and Mini BN Strawberry, preserving the brand's sweet filling and playful face-led identity in a bite-sized format.

• 2022Taste the Smile

  United Kingdom

  The UK relaunch used the slogan “Taste the Smile,” foregrounding the smiling faces printed on BN biscuits.

  Outcome. The campaign supported the renewed nationwide UK availability of selected BN products.

  Source
• 2013McVitie's Sweeet campaign

  United Kingdom

  Advertising supporting BN's UK return formed part of McVitie's “Sweeet” campaign and revisited the earlier musical reference to “Mah Nà Mah Nà.”

  Outcome. The campaign accompanied BN's return to UK supermarkets after a long retail absence.

  Source
• 1999BN BN

  United Kingdom

  The UK relaunch used a repeated “BN BN” vocal phrase alongside an arranged version of “Mah Nà Mah Nà,” creating a highly memorable musical association for the brand.

  Outcome. The campaign became strongly associated with BN's UK identity and was referenced by a later relaunch.

  Source

• 2022

  Nationwide UK BN relaunchProduct launch

  Background

  The brand was being reintroduced to the UK market under the McVitie's identity.

  Action taken

  BN Chocolate, BN Vanilla, Mini BN Chocolate, and Mini BN Strawberry were made available throughout the UK with the “Taste the Smile” slogan.

  Aftermath

  The relaunch expanded BN's UK retail presence while retaining the brand's established smiling-biscuit positioning.

  Source

• 2013

  Return to UK supermarketsProduct launch

  Background

  BN had not been available through UK retail channels for approximately ten years.

  Action taken

  The brand was relaunched with new packaging and logos under the McVitie's BN name.

  Aftermath

  BN regained mainstream supermarket distribution in the United Kingdom.

  Source

• 1998

  United Biscuits acquisitionM&A

  Background

  BN had previously moved through the European portfolios of General Mills and PepsiCo.

  Action taken

  United Biscuits acquired BN from PepsiCo as part of an exchange involving several snack assets.

  Aftermath

  BN became part of United Biscuits' branded biscuit portfolio.

  Source

1. 1BN (biscuit)en.wikipedia.org