Farley's Rusks live on, says Heinz

Heinz has said it is not going to axe the Farley's Rusk brand.

Media reports, including one on BBC News Online, had stated that the company was to rename the children's biscuits "Heinz Rusks".

But the company has insisted it will preserve the traditional name, which dates back to the 1880s. The brand will be known as "Heinz Farley's Rusks".

Heinz took over Farley's in 1994, in a £94m deal. The rusks have been popular with generations of British children and have managed to retain a cult following, particularly among students.

Reports had suggested that over a period of time, the familiar Farley's teddy bear logo and the name would be phased out, in an effort to reduce confusion among consumers.

But Heinz says it will retain the Farley's range, including rusks, baby rice, cereals and breadsticks.