Butterbeer cookies, oaty biscuit sandwiches, and giant chocolate-covered custard creams are among the latest biscuits unveiled by bakery brands.
Several of the innovations come from brand licencing partnerships, while the idea for another originated from someone in the retail store rather than the bakery floor.
Check out our round-up of new biscuits recently rolled out for the UK market:
Biscuit collection, Biscuiteers x Moomins
London-based Biscuiteers has officially collaborated with the Moomin brand, an 80-year-old Finnish-Swedish literary institution, to create a new hand-iced biscuit collection (rsp: £44.95).
Characters including the Moomintroll, Moominmamma, Moominpappa, Snufkin, Little My, and Snorkmaiden each star on biscuits along with some flowers, which are central to their world. Also available for home delivery orders via Biscuiteers’ website are three square letterbox biscuits (£14.95) featuring designs of Moomintroll, Moominmamma, and Moominpappa.
“From Moominmamma’s legendary baking to Little My’s advice of offering sweets as a bribe for forgiveness, the inhabitants of Moominvalley understand the importance of sweet treats – and they take them very seriously,” said Roleff Kråkström, CEO at Moomin Characters Oy Ltd. “We’ve long admired Biscuiteers’ works of edible art, and we hope that Moomin fans will be delighted with this beautiful and delicious partnership.”
Butterbeer Cookies, Maryland x Warner Bros
Another brand collaboration sees Maryland team up with Harry Potter franchise owner Warner Bros to launch new Butterbeer Cookies.
The limited-edition NPD pairs Maryland’s crunchy, crumbly cookies with rich butterscotch notes. They are available in 200g standard roll-wraps (rsp: £1.65) and minis format (£1.50) at retailers from March till May – aka ‘Butterbeer season’.
“Butterbeer is a flavour that already has huge cultural relevance and combining this popularity with the UK’s number one cookie brand gives fans a new way to engage with the wizarding world,” commented David Hebson, trade marketing director at Fox’s Burton’s Companies, which produces the Maryland range.
Hobnobs Oaty Crunch Creams, McVitie’s
Pladis-owned biscuit brand McVitie’s has expanded its Hobnobs range with new Oaty Crunch Creams (rsp: £1, 100g). Comprising two oaty biscuits sandwiched together with a smooth filling, they are available in flavours of Milk or Chocolate.
The sweet snacks have been rolled out at all major UK retailers. “They’re perfect for tea breaks or for sharing with family and friends whenever consumers are looking for something delicious,” said Bethan Ashman, brand manager at Pladis UK&I.
Giant Outrageously Chocolatey Custard Cream, M&S
M&S has gone large in its first of several custard cream launches planned for the summer, unveiling the Giant Outrageously Chocolatey Custard Cream (rsp: £5, 270g). It features custard cream biscuit with a rich vanilla custard filling, fully enrobed in smooth 52% milk chocolate.
The idea for the mash-up of two of the retailer’s iconic products – chocolate-coated custard creams and Big Daddy bars – originated from Bracknell store customer assistant Shanice, who submitted it via the ‘Straight to Stuart’ platform to M&S CEO Stuart Machin. Following approval, product developers are said to have taken 12 months to make the finished product “as indulgent as possible”, with manufacturing done by Elkes Biscuits in Uttoxeter.
M&S revealed it sells 45 million custard creams every year (six million of which are chocolate coated).
Biscuit tins and packs, Grandma Wild’s x Lucy Pittaway
A final collaboration, this time focussed in Yorkshire, has bakery brand Grandma Wild’s join forces with artist Lucy Pittaway to bring her signature artwork – inspired by the British countryside and seasons – to new biscuit tins and packs.
The range of sweet treats inside collectible keepsakes (from rsp: £2.99) include Clotted Cream Shortbread, All Butter Shortbread, All Butter Ginger Biscuits, and Stem Ginger & Lemon Biscuits. These have all been baked to traditional recipes at the Steeton site of the fourth-generation, family-run business, which was founded in 1899.
No comments yet