What comes to mind when you think of peanut butter sandwich biscuits? How about Julie’s biscuits?

If you’ve been having Julie biscuits lately, you might have realised that their blonde-haired Julie logo doesn’t look quite the same. 

In fact, Julie might look slightly younger now - and that’s thanks to a global rebranding effort by the company in 2020 to capture younger consumers. 

And if you’ve been tracking the company, you might realise that the Malaysian brand temporarily changed its Julie logo to Michelle Yeoh upon her winning the Best Actress at the Oscars.

But why is Julie’s actively rebranding itself as a youthful brand to capture the younger crowd? To what extent were the efforts driven by the competition or shifts in the biscuit industry? 

On Under the Radar, Drive Time’s finance presenter Chua Tian Tian posed these questions to Sai Tzy Horng, Director, Julie's Biscuits.