Sainsbury’s survey reveals preference for digestives

18 July, 2011

To mark a major revamp of Sainsbury’s biscuit range, the retailer has published the results of a survey into the nation’s biscuit-eating habits, which has shown the digestive to be the most popular choice.

The supermarket announced it is to launch over 100 new and improved lines  - both own-brand and branded - onto its biscuit aisles this week. New products include Microwaveable Giant Cookies; Whoopie Pie Biscuits; and a new range of sharing bags including Mini Jaffa Cakes and Mini Shortbread Fingers.

The survey data revealed that Britons have eaten 141 million packets of biscuits over the past year, which amounts to 2.7m packs per week - 376 packs per minute.

According to Sainsbury’s, the digestive biscuit came out on top, with almost 17m packs consumed per year. Coming in second were cookies, followed by jam rings, chocolate fingers and rich teas.

New and improved products in the Taste the Difference range include: Dark Chocolate & Pistachio Biscuit Bites; Oaty, Fruit & Nut Biscuit Bites; Belgian Chocolate and Pecan Shortbread Squares; Lemon Curd Shortbread Sandwiches.

The data was collated by Nectar from approximately 12 million Sainsbury’s shoppers.

In other news it has been rumoured that Ella's Bakehouse founder and Baking Made Easy presenter Lorraine Pascale is to take over from Jamie Oliver as the face of Sainsbury's. A spokesperson for Sainsbury's said: “We are working on a number of new ideas and it is too early to reveal any other plans. We are committed to working with Jamie until the end of this year and will reveal our new plans shortly.”

>>Sainsbury's bakery college receives C & G accreditation





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