Shapes Ditches The ‘Flavour You Can See’ Taste, Aussie Rage Ensues

Shapes Ditches The ‘Flavour You Can See’ Taste, Aussie Rage Ensues
SHARE
THIS



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.

 

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 Family

Latest News

Nine’s Love Island Australia Gets Premiere Date
  • Media

Nine’s Love Island Australia Gets Premiere Date

The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]

Yotpo Expands Down Under With  Multi-Year Shopify Partnership
  • Marketing

Yotpo Expands Down Under With Multi-Year Shopify Partnership

Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care,  e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]

New ideas and imagination Creativity and inspiration Technological innovation. Hand holding brain digital network and abstract science light bulb inside on networking connection on sky background.
  • Technology

Progress Unveils Sitefinity DX 14.0 Platform

Progress has today announced the availability of Progress Sitefinity DX 14.0. This agile, flexible and extensible platform allows organisations to create an ideal digital experience platform (DXP) tailored to their unique needs and objectives with new capabilities for low-code integration and chat-driven engagement, as well as enhanced headless content delivery. The digital world is transforming […]

Tangram Signs Strategic Partnership With monday.com
  • Media

Tangram Signs Strategic Partnership With monday.com

Tangram has announced that they have signed a partnership with monday.com. the work operating system (Work OS) where organizations of any size can create the tools and processes, they need to manage every aspect of their work. Israeli-based monday.com and Australian-based Tangram form an irresistible team of experts offering unique solutions to agency problems. monday.com […]

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]