Arnott’s Biscuits: Australians love them. Millions of Australians have grown up on them. They are found in 95% of Australian households. The name Arnott’s is synonymous with Australia’s favourite biscuits including Scotch Finger, Milk Arrowroot, Iced VoVo, Monte Carlo and – all time favourite – Tim Tams.
This year Arnott’s is celebrating their 150th Anniversary and ‘Bringing out the Biscuits’ to encourage consumers to rediscover the joy of sharing a delicious moment with someone special. According to Nik Scotcher, Marketing Director, Arnott’s Sweet Biscuits, “Arnott’s Biscuits have been an Australian family favourite for 150 years. In 2015, we’re celebrating our history and looking towards the next 150 years with a year of new product innovation, community activities and events aimed at bringing families together over a biscuit. Later this year, we’ll be unveiling a new look Arnott’s pack which we hope will have Aussies heading down the biscuit aisle for generations to come.”
Above: This old double-spread advertisement for Arnott’s famous biscuits was once a regular in the Australian Women’s Weekly. As Arnott’s celebrates their 150th anniversary this year we will see an increase in marketing activity including new packaging, the release of new biscuit varieties and collector tins.
There are 125 different biscuits in the current Arnott’s range and as Arnott’s embarks on a host of anniversary celebrations consumer awareness of the category is bound to soar with the release of new biscuits varieties and collectors’ tins. Other activities will see a roaming biscuit bakery travelling to locations across Australia, a partnership with Camp Gallipoli and the release of a new look pack later this year.
Arnott’s share of biscuit category in the P&C channel is 78.3% (Nielsen MAT 04/01/2015). Perhaps unsurprisingly the Tim Tam range is the largest seller, followed by the Shapes range. Other “old favourites” such as Scotch Finger 250g and Assorted Creams 500g also achieve a high ranking.
Nik Scotcher told C&I WEEK, “The convenience channel is very important to Arnott’s – we want Aussies to be able to find their favourite Arnott’s Biscuits wherever they are. Our biscuits make a great on-the-run snack and we’re always looking for ways to make them available in more portable packaging and convenient locations”.