Great British Biscotti Co unveils retail brand in Asda

A new brand from Great British Biscotti Co called The Artful Baker has gained listings for its range in Asda.

The eight-strong line-up, which launched this week, comprises Savoury Biscotti Nibbles and Sweet Biscotti Thins. They are sold in 100g packs, with an rsp of £1.99.

Great British Biscotti Co’s range primarily focuses on delis, hotels and gifting while The Artful Baker will be targeting everyday biscotti consumption via supermarket and independent store listings.

The Sweet Biscotti Thins foursome comprises Salted Caramel, Belgian Dark Chocolate & Hazelnuts; Raspberry & Belgian White Chocolate; Belgian Dark Chocolate & Almond; and Valencian Orange, Pistachios & Cardamom.

Meanwhile, the variants in the savoury line-up are: Sweet Thai Chilli & Lime; Kalamata Olives & Oregano; Wild Garlic & Chive; and Caramelised Red Onion Marmalade & Red Pesto.

All variants focus on “best-in-class” ingredients including Valencian orange and kalamata olives, according to the brand. It added that the NPD aimed to break the myth that twice-baked biscotti are hard to eat, stating these are thin enough to be easily devoured but can still hold chunky inclusions.

Notably, the packaging for the savoury biscotti encourages consumers to eat them alongside their favourite tipple – a message increasingly common in snacking brands. Italian baked goods supplier Crosta & Mollica is gaining traction in this market, having partnered with beer brand Birra Borgo for a new beverage launch earlier this year, while The Drinks Bakery rolled out a range of biscuits designed to be paired with specific alcohol drinks.

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