Thousands of people had contacted us complaining that Shapes didn’t have enough flavour. We looked into what the problem was and found there were two – the seasoning was falling off on the biscuit line and people’s perceptions of flavour had changed since Shapes launched 50 years ago.
We’ve kept our two biggest sellers in their original format so you’ll find Original Barbecue and Chicken Crimpy on shelves next to the new range. We’ve also kept Savoury Shapes as we didn’t have many people contact us about Savoury!
Current Shapes were first launched in the 70s, the Aussie diet has changed enormously since then. People’s palates are now more tuned to spices and bold flavours – especially when it comes to snack foods. Before launching the new range, we tested the old flavours vs the new tweaked flavours with Shapes consumers and the majority told us they liked the new ones.
Yes! Loads! We spoke to over 11,000 Aussies! For those wanting the technical info – we did extensive qualitative and quantitative research, including sensory testing and alienation testing with frequent Shapes consumers.
A broad section of Aussies: teens, mums, men. People who identify as frequent Shapes consumers.
Not even close! In fact, we’ve invested heavily in developing the new Shapes and launching them to market. We built a whole new biscuit line which allows us to bake the flavour into the biscuits and apply it to both sides.
Ultimately, our consumers decide what we make by what they purchase. We believe these are the best Shapes we’ve ever made and can only ask people to try them before they make up their minds.
Original Barbecue, Chicken Crimpy and Savoury are available next to the new variants on supermarket shelves. As of early May, we’re hearing some stores are out of stock but we’d like to assure you they’ll be back in the coming weeks.
Fans this one is for you! Tame your hunger with new and improved Shapes, now with more flavour. Made on a crispy, crunchy oven-baked-not-fried biscuit base they’ll smash your cravings… you asked for more flavour Shapes lovers, so get a big flavour hit from the new and improved Shapes available in the biscuit aisle now.
If change isn’t your thing and more intense flavour’s not for you, then Australia’s most loved variety Original Barbecue remains on shelf in its original packaging (look out for the Original Flavour marker on pack). Also remaining in their current recipe are the much loved Chicken Crimpy and Savoury flavours (check out their new look packs).
For those looking for a lighter-style biscuit, Shapes offers the Light & Crispy range in an array of flavours, and for those younger fans Shapes Goes, designed with no artificial colours, flavours or preservatives, are an excellent option.
New and Improved Shapes, and some of the classic Shapes favourites are available on shelves near you.
Shapes Light & Crispy are oven baked for a thinner, crispier and lighter crunch.
Shapes Goes brings fun Under the Sea on tasty Cheddar flavoured biscuits! Perfect for lunchboxes, or on the go, the Shapes Goes range contains hidden fibre, are baked not fried, and contain no artificial colours, flavours or preservatives and no added MSG.
Sometimes it is nice to enjoy a snack product that is a step up from the everyday and delivers a flavour that is ‘just for you’. Shapes Sensations offer a more adventurous adult flavour experience, with the combination of real & authentic ingredients on a crispy base.