Shapes Ditches The ‘Flavour You Can See’ Taste, Aussie Rage Ensues
Shapes is being shot down for messing with the taste of Australia, it’s precious, iconic flavours like barbeque, pizza, and chicken crimpy.
With everyone in the nation having an opinion on the Arnott’s savoury biscuits, last month’s shock new range, where the Shapes flavour is baked into the biscuits rather than being sprinkled on top, created waves of discontent among consumers.
Many of these consumers are pleading the company switch back, because if it ain’t broke…
The bulk of the complaints reference the taste and the texture, with customers saying the Shapes have become too sweet, too soft, lacking in crunch factor and missing the iconic ‘seasoning sprinkle’ that you can lick off the bottom of the packet.
Per reports from Fairfax, Arnott’s spokeswoman Nicky Thomson insisted the company had tested the new flavour range with “thousands, literally thousands, of Shapes fans”.
“And they told us they preferred the new flavours,” she said.
“We know that people don’t always appreciate change, but we think we’ve made the best Shapes yet.”
Thomson also said the company was keeping a close eye on consumer response, revealing that most of these ‘new and improved’ flavours aren’t even on the shelves yet.
The manufacturer’s biggest sellers – BBQ Original and Chicken Crimpy – will still be available alongside the new flavours, she reassured media.
“Shapes were first designed in the 1950s and since then palates have changed and taste preferences are for bolder, stronger flavours,” Thomson added.
“Our chefs went away and explored how they could deliver it. One of the main problems we had was getting the flavour to stick onto the biscuits.
“We’ve solved this by employing new technology, which involves baking the flavour right into the biscuit and applying it to both sides.
“We also found that making the seasoning sprinkles smaller meant they stuck to the biscuit better.”
But Aussies aren’t having a bar of it, taking to social media to express grave concern and displeasure.
“No wonder Coles is selling them for $2 a box, the new ones are horrible. Why change something that was amazing?” Jess Dick wrote on Arnott’s Shapes Facebook page.
“Just tried the “new” cheese and bacon shapes, you make me sad arnotts. My favourite shapes have been ruined, the last vestiges of my childhood are dying. Please bring back the original cheese and bacon shapes, long time fan, first time caller,” added Ben Major.
“There’s a hexagon-shaped hole in my heart,” Scarlet Luk said.
The Facebook page is now dominated by comments from admin trying to explain its decision to disgruntled eaters and boycotting bandits. Twitter, too, was unimpressed.
I tried the “new and improved” arnotts bbq shapes and they tasted like ants.
— krispy (@krispythehuman) April 13, 2016
Goodbye #arnottsshapes you’re new improved flavour isn’t improved at all it’s disgusting
— James Crazy (@JamesCrazy) April 13, 2016
The ‘new and improved’ shapes flavour is fkn horrible #arnottsshapes
— Chris Hensby (@ChookHensby) April 14, 2016
Please login with linkedin to comment
Advertising Standards Bureau angry arnott's shapes in-store marketing mcchoco new and improved Online ads shapes Social Media Strategy The Smith FamilyLatest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.