Asda overhauls biscuit aisle with 20 brand-new own-label lines

Asda is giving its biscuit aisle a major makeover, with 20 brand-new own-label lines now landing in stores. The launch sees the iconic Puffin return, alongside indulgent chocolate twists, old-school classics and brand-new formats.

Marking Asda’s biggest own-label biscuit launch in more than two years, the overhaul is bringing together the best of nostalgia and innovation, and leading the charge is the return of the iconic Puffin. A much-loved biscuit bar that will be instantly recognisable to nostalgic shoppers, the Puffin is back on shelves for just £1 for an 8-pack, proving that sometimes you really can’t beat an old favourite.

But it’s not just about bringing back the classics. Asda’s new range has been created to offer more choice, more indulgence and more exciting ways to enjoy a biscuit, with a particular focus on chocolate biscuit bars, one of the biggest areas of growth within the new range.

Among the standout launches are Double Snap, £1.55 for an 8-pack, featuring twin wafer fingers coated in thick, creamy milk chocolate, and Break & Go, £1.95 for a 6-pack, a crunchy biscuit sandwich filled with chocolate-flavoured cream and smothered in milk chocolate, perfect for an everyday chocolate fix.

For those who like their biscuits with an extra dose of chocolate, Asda is also introducing Milk Chocolate Coated Custard Creams and Bourbons, alongside Milk Chocolate Butterscotch Biscuit Bars, bringing a generous chocolate coating to some of Britain’s most familiar biscuit flavours. There’s even a new take on the classic biscuit bar with Duo Biscuits, combining both milk and white chocolate.

Asda has also upgraded the classic Milk Chocolate Digestives, which now come with even more chocolate, giving customers an even more indulgent version of the familiar teatime staple.

The range also taps into the continued popularity of convenient snacking, with new products including Choco Caramel Wafer Bars, and other grab-and-go options designed to work for lunchboxes, afternoon treats and everyday snacking.

For Asda’s more indulgent biscuit fans, the launch goes beyond chocolate. Exceptional Sicilian Lemon Shortbread Fingers, handmade in Scotland, add a fresh citrus twist to the much-loved shortbread range, while new Teacakes, also made in Scotland, are designed to be enjoyed alongside an afternoon cuppa.

And it’s not just sweet treats getting an upgrade. Asda has also introduced Exceptional Flatbreads, bringing something new to the savoury side of the biscuit aisle and providing the perfect accompaniment for sharing occasions and levelling up a cheeseboard.

To make sure every biscuit earned its place on the new shelves, Asda’s Product Manager put the range through its paces, tasting well over 150 different biscuits across product submissions, trials and first productions before narrowing it down to the final selection.

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.

“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.”

The new lines are available in Asda stores nationwide and online at Asda.com now, with prices starting from just £1.

THE NEW BISCUIT AISLE AT A GLANCE

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