Asda has revamped its biscuit aisle with 20 brand-new own-label lines, including chocolate-coated twists on classics and indulgent biscuit bars.
Marking the supermarket’s biggest own-label biscuit launch in more than two years, the overhaul brings together what Asda describes as the ‘best of nostalgia and innovation’.
Leading the charge is the return of the Puffin – a chocolate-coated sandwich biscuit. Notably, the biscuit bars were removed from shelves in the nineties after the retailer ended up in the High Court as a result of legal action brought by Penguin manufacturer United Biscuits (now part of Pladis). At the time, the judge ruled that Asda could use the name Puffin, but its packaging must be changed. Now, nearly 30 years later, they have returned to shelves alongside a Chuffin’ Puffin mascot.
Among the new products to land on Asda’s shelves are Double Snap, featuring twin wafer fingers coated in milk chocolate, and Break & Go, a crunchy biscuit sandwich filled with chocolate-flavoured cream and smothered in milk chocolate. There are also the Exceptional Sicilian Lemon Shortbread Fingers and new Teacakes, which are both made in Scotland (see full list below).
Asda’s new biscuit aisle at a glance
- Asda Puffin Biscuit Bars – £1 for an 8-pack
- Milk Chocolate Coated Custard Creams – £2.30 for a 6-pack
- Milk Chocolate Coated Bourbons – £2.30 for a 6-pack
- Chocolate & Milk Butter Biscuits – £1.64
- Duo Biscuits (combining milk and white chocolate) – £1.64 for a 6-pack
- Milk Chocolate Digestives (now with even more chocolatee) – £1.25
- Milk Chocolate Butterscotch Biscuit Bars – £1.25 for a 6-pack
- Chocolate Malted Milk Biscuit Bars – £1.25 for a 6-pack
- Double Snap – £1.46 for an 8-pack
- Break & Go – £1.95 for a 6-pack
- Choco Caramel Wafer Bar – £1.75 for an 8-pack
- Exceptional Sicilian Lemon Shortbread Fingers – handmade in Scotland- £2.52
- Teacakes (made in Scotland) – £1.10 for an 8-pack
- Exceptional Flatbreads (perfect for sharing and cheeseboards) – £1.30
Notably, some of the other new products bear similarities to market leaders – something Asda is leaning into. The retailer points to research which found that 84% of Brits say they’re more open to trying own-brand versions of their favourite snacks than they were five years ago. When it comes to own-brand swaps, however, biscuits are already winning the battle, it added. Nearly half of Brits (49%) have permanently switched from branded to own-brand biscuits, more than any other category, ahead of cheese (43%), bread (43%), tinned goods (42%), crisps (41%) and cereal (40%).
To make sure every biscuit earned its place on the new shelves, Asda’s Product Manager put the range through its paces, tasting well over 150 different biscuits across product submissions, trials and first productions before narrowing it down to the final selection.
“For us, this overhaul has really been about giving customers more of what they love, while also bringing something new to the aisle. We’ve looked at different formats, flavours and levels of indulgence, while making sure there’s still strong value across the range,” said Becky Beecham, product manager of biscuits at Asda.
“We’re bringing back the Puffin and adding even more chocolate to our Digestives, whilst also creating completely new biscuit bars, to make sure there are lots of reasons for customers to rediscover the biscuit aisle.”
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