Big Fish designs packs for Mr Bunbury biscuits

Big Fish creative director Perry Haydn Taylor said: “We liked the Vaudevillian theatrical language. We wanted to create a theatre on which the cakes can play.”

Each cartonboard box, made by Qualvis in Leicester, has a die-cut open window. Five biscuits are individually flow-wrapped inside each box.

The London-based design agency, which also designed the packaging for Gü Chocolate Puds, has taken a stake in Mr Bunbury.

The range comprises Madagascan Chocolate Brownies, Millionaire’s Shortbread and Chocolate Biscuit Cakes, and are baked by hand using no artificial additives or preservatives.

Mr Bunbury went on sale in Sainsbury’s stores in January and a spokesman said the brand would be looking to gain listings in other supermarkets.

The name Mr Bunbury comes from Oscar Wilde’s The Importance of Being Earnest. He is a fictitious character that Algie pretends to visit to escape boring engagements – the biscuits are intended to represent the ultimate escapism.

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