Bakery brand Arden Fine Foods has created a biscuit that is designed to attach to a coffee or tea mug.
Named Mug Huggers, the biscuits are a hand-decorated all-butter shortbread character similar to a gingerbread man.
The Mug Huggers are sold in retail display boxes of 14 for £16.00, and have a recommended retail price of £1.99 per biscuit. They are baked at the company’s on-site craft bakery in Coventry, West Midlands.
Gary Barr, managing director for Arden Fine Foods, said the UK loved nothing more than enjoying a biscuit while drinking a cup of tea or coffee and Mug Huggers added a sense of fun to the experience.
“Research from Mintel suggests it’s one of the top reasons we reach for a sweet snack. But biscuits shouldn’t be boring and we wanted to reimagine that typical moment,” he said.
“With 80% of consumers now taking tea breaks out of home and regularly visiting coffee shops [Mintel], drinkers are looking for something different from their tea or coffee moment. Mug Huggers are unique and they are all about bringing some love to tea time.”
Further Mug Hugger designs, mixed cases and seasonal tie-ins will be available throughout the coming year.