English Biscuit Manufacturers is relaunching their Cheers biscuits brand with changes to the name, taste, ingredients, and distribution. The previous Cheers Snacks/biscuits product failed due to a difficult to pronounce name, an unclear product category, and ineffective distribution. For the relaunch, the company will modify the recipe to change from a chilly to a salty-sweet taste, add new flavors, simplify the name to "Cheers Biscuit", develop new packaging and slogans, and improve distribution channels to target kids, youngsters, and older customers. The objectives are to retain 20-25% market share, expand the product line, and boost profits.