Page 22 - Food&Drink Business Magazine June 2019

BAKERY & DESSERTS
Look inside the bikkie tin
It is ensuring our biscuits are not just great memories but part of their purchasing repertoire, he says. That is one of the drivers for Arnotts in transforming their biscuits into different offerings. Last year they released cake versions of Mint Slice, Iced VoVo, Caramel Crowns and Monte Carlo biscuits.
More recently they released chocolate blocks and bars with five favourites – Iced VoVo, Scotch Finger, Wagon Wheel, Ginger Nut and Jatz. A collaboration with Dairy Farmers has resulted in a limited release flavoured milk with Mint Slice and Iced Vovos.
“It is about taking biscuits that people love and finding different ways for them to enjoy them,” Landers says.
Arnotts follows closely culinary and consumer trends to then pick the right opportunities.
“We’re not a niche brand or a niche company making small amounts of food. We keep a finger on the pulse and our eye on how people are eating and also changing the way that they eat.
“It means we understand when something is big enough for us to launch a product in that space across all over Australia,” he says.
“Once we understand the problem, the solution can seem very straightforward. Sometimes it’s a flavour that’s the issue, or texture, or a health aspect.”
BETTER FOR YOU
Launching the two most recent ranges – Simple Batch and Fruits and Roots – Landers says there was a “loud enough conversation” from consumers for Arnotts to explore.
The “better for you” market is a growing one, he says, but points out there is no one definition, noting it depends on who you are, your existing eating habits and what you’re looking for.
With Fruits and Roots, he says:
“I don't think there’s anyone
in the world who would disagree that we should eat more fruits and vegetables. So what we wanted to do was take fruits and vegetables and put them into a delicious format that’s convenient.
“For the delicious part, we paired the vegetables with the right fruit so that it made an altogether good experience. We didn't try to hide any of the ingredients. We used them appropriately to create a great food all on its own.”
And the product has hit its mark. “There’s definitely a group of consumers out there for whom this is doing exactly the job they want it to do.
“It tastes great, it’s in a two cookie portion controlled pack. It’s easy to throw in your handbag, easy just to take with you and tastes really good at the same time.”
Landers says it was a similar situation with Simple Batch. “People wanted a biscuit where they knew every ingredient in it. They didn’t have the time, inclination, skills or whatever it is to make those biscuits themselves, but they still want to feel good about the biscuits they are buying and giving to their families, based on those ingredients,” he says.
For Landers, his career has been about consumer insights, understanding what people need and are looking for, and then finding the food solutions to match. ✷
For Arnott’s, its biscuits are about making memories for consumers as well as meeting their changing needs.
By Kim Berry.
AS the director of R&D for Treating at Arnott’s, David Landers is responsible for “all the sweet things that we make in the biscuit aisle and all the places we take them beyond that”. Food & Drink Business caught up with Landers for his insight into one of Australia’s most iconic brands.
Landers says one of his challenges is managing the “weird” disconnect between the love for a brand and product, which “isn’t about the product anymore, but more the idea of it”. Everyone will say they love an Iced VoVo, but most can’t tell you the last time they actually had one, Landers says.
22 | Food&Drink business | June 2019 | www.foodanddrinkbusiness.com.au