New research from Asda reveals Brits are proudly embracing the own-brand swap, turning supermarket favourites into serious contenders against big-name brands, with half (50%) now rating supermarket own-brand as a genuine rival.
And there’s one own-brand comeback with a score to settle…the Puffin is back at Asda, and this time he’s bringing receipts.
Because this isn’t the first time Puffin he’s gone beak-to-beak in the biscuit aisle. Back in 1997, the retailer ended up in the High Court, accused of Asda’s Puffin looking a little too familiar. The judge ruled Puffin could keep his name but had to change his outfit.
This week, the Puffin is making its return to the biscuit aisle, and the timing couldn’t be better. More than eight in ten Brits (84%) say they’re more open to trying own-brand versions of their favourite snacks than they were five years ago, while 88% say finding an own-brand equivalent that tastes just as good as the branded original feels like a proper big win.
And it’s not just about saving money – 85% say they enjoy the satisfaction of discovering a great own-brand alternative, with three in ten (30%) saying the real prize is finding one that tastes better than the branded original.
So, to mark his return, Asda is bringing back the Puffin biscuit with a new Chuffin’ Puffin personality. As after all, it’s a Puffin, not a penguin.
When it comes to own-brand swaps, however, biscuits are already winning the battle. 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%).
And shoppers aren’t hiding their swaps at the back of the cupboard either, with 86% saying they’d happily serve own-brand biscuits to guests, proving own-brand is no longer the underdog.
An Asda spokesperson said: “Customers are proud of finding a brilliant own-brand swap, especially when it saves them money and still tastes great. And with biscuits topping the table for the products Brits are permanently swapping, there couldn’t be a better time to bring Puffin back, packed with personality and ready to take on the biscuit aisle.”
The Puffin biscuit lands in Asda stores nationwide from 17th August, at £1 for 8 bars. And with almost half of Brits (48%) saying they’d pick own-brand
