As part of the rebranding exercise, the Friedland range of products has been extended to include the range of Response DIY intruder alarms, as well as a number of other security products new to the market. Among these new products is Home Alert - a combined chime and security package, which can be configured to either chime or alarm using a combination of wirefree PIRs, door contacts and bell push. The kits are easy to use and install and can be set and unset using a remote control. Other new products are the Minialarm range which includes 12 standalone security alarms, including the dusk-to-dawn lampholder, door wedge alarm and portable alarm. Also new is a pet-friendly, wire free alarm that includes a solar siren, three door contacts, one remote control, and one keypad.

Taking on board customer feedback, the design of the packaging has also changed. Friedland packaging now provides immediate identification of the products, their application and benefits. Colour coding has been used to identify the different sub-brands and whether a product is either wired or wire free, is indicated by a readily recognised symbol. Strong, clean, full coloured images of products being installed, or in use, illustrate their applications, whilst simple icons indicate their features and benefits. This re-design, and the extension into security alarms, has been carefully structured to communicate the opportunity to trade up within a product group, and to simplify the purchasing decision for the customer.

Established in 1938, the Friedland brand has a well deserved reputation for product excellence, choice, reliability and customer service, as well as a prestigious history of design, manufacture and supply of high quality doorbells and security lighting.