Cooked meats brand Billy Bear underwent a complete rebrand to mark its 40th anniversary this spring, which was supported by parent company Golden Acre Foods.

The rebrand will launch from mid-April and aims to modernise the brand’s look and strengthen its overall appeal among shoppers.

This move follows consumer research conducted in summer 2025 to discover the perceptions of Billy Bear among parents and children.

Rebecca Cutter, head of marketing for Golden Acre Foods, said: “Billy Bear is a nostalgic brand that has been around for 40 years, appealing to children young and old and their parents and grandparents.

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“Our refreshed design ensures Billy Bear feels relevant for today’s families while celebrating its heritage. Loved by generations, the brand continues to receive exceptional consumer reviews and has built a loyal, almost cult‑like following among families who have grown up with the iconic bear.”

The new design has a more contemporary look to boost shelf visibility and has clearer labelling to highlight the product’s high-protein credentials.

Additionally, a new nutrition traffic light graphic was placed to show that the pork slices are not high in fat, saturated fat, sugar or salt.

The refreshed packaging will be supported by digital and in-store marketing as well as social media advertising to raise brand awareness during the anniversary on 22 April.

Billy Bear is available across major UK retailers, including Asda, Tesco, Sainsbury’s and Morrisons.