Asda revamps biscuit aisle with 20 new own-label lines

Asda has overhauled its biscuit aisles with 20 new own-label lines, including the return of the famous Puffin Bars. The supermarket says the shakeup includes "indulgent chocolate twists, old-school classics and brand-new formats" and marks its biggest own-label biscuit launch in more than two years, with a focus on nostalgia and innovation.

Puffin Bars return

The Puffin Bar is back on shelves for £1 for an 8-pack, having been discontinued by the retailer some years ago. The bar famously landed Asda in a High Court battle in the late 1990s because of its resemblance to Penguin Bars.

The new range places a particular focus on chocolate biscuit bars. New products include Double Snap, £1.55 for an 8-pack, featuring twin wafer fingers coated in milk chocolate, and Break & Go, £1.95 for a 6-pack, a crunchy biscuit sandwich filled with chocolate-flavoured cream and covered in milk chocolate.

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New and upgraded products

Asda is also introducing Milk Chocolate Coated Custard Creams and Bourbons, alongside Milk Chocolate Butterscotch Biscuit Bars. There is also the Duo Biscuits, combining both milk and white chocolate. Meanwhile, it has upgraded its Milk Chocolate Digestives, which now contain more chocolate.

Becky Beecham, Product Manager of Biscuits at Asda, said: "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."

She added: "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. We’re really excited for people to try them."