The debate over “new” Shapes is missing the point

Angus Kidman 5 May 2016


We might think we're passionate about Arnott's savoury biscuits, but the numbers tell a different story.

In recent weeks there has been just one subject that has united the internet in Australia: arguing about whether or not the "new and improved" flavours for Arnott's Shapes biscuits are any good.

This year, Arnott's decided to revamp the flavours for most of its Shapes range, including the classic Barbecue, Cheddar and Pizza options. The recipe for Chicken Crimpy and Savoury hasn't changed, and the original Barbecue flavour is still on sale. But despite a major marketing blitz, the general consensus is that the new options are rubbish.

I haven't made up my mind on that point yet. My favourite Shapes flavour is Barbecue, and I'll be firmly sticking with the original, because I don't see the need to change three decades of eating habits in a hurry, and I'm not being forced to.

Resistance to change and the need to fill space on Facebook means that the outcry was fairly predictable, but there are two points worth making here. The first is that, contrary to some of the online whining, this is not the first time the range of Shapes on offer has changed. Anyone remember French Accent Shapes or Beef Shapes?

Thought not, but they were indeed once an option. (Weirdly, when they were on the market back in the 1980s, Beef Shapes were not sold in NSW or Queensland. Biscuit history is filled with mystery.)


Secondly, we simply don't care as much. The range of Shapes flavours these days is very wide: 10 standard flavours, 5 Light & Crispy options, 4 Sensations, 4 Extremes and Shapes Goes for kids. Back in the early 1980s, there were just six on offer (Barbecue, Savoury, Crispy Chicken, Cheese, and the aforementioned French Accent and Beef). But despite that broader choice, Australians aren't as keen on savoury biscuits as we are on sweet ones.

According to Roy Morgan, in a typical week 32.4% of Australians are likely to eat a savoury biscuit. That number is slowly declining: in 2011, it was 33.1%. We're far more likely to go for a sweet biscuit: 42.4% of us have had one in the last seven days, the Morgan research suggests.

The Shapes debate appears to be fuelled by nostalgia, but savoury biscuit consumption does vary somewhat by age. Here's the percentage of Australians who have consumed a savoury biscuit in the last seven days, ranked by age group:

The highest consumption levels are amongst 14-17 year olds, who are unlikely to be fussed about decades of Shapes history. Regardless, remember this when you see people arguing about Shapes: two-thirds of Australians basically don't care about savoury biscuits at all.

Angus Kidman's Findings column looks at new developments and research that help you save money, make wise decisions and enjoy your life more. It appears Monday through Friday on

Images: Australian Women's Weekly, December 1982

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12 Responses to The debate over “new” Shapes is missing the point

  1. Default Gravatar
    | July 22, 2016

    Beef shapes were sold in Queensland. They were my favourite and I wish they would come back!

  2. Default Gravatar
    Mitch | May 19, 2016

    Can you please explain how we are missing the point? How does the fact that not everyone eats savoury biscuits affect the people that do? We are complaining about the fact that the flavours have been changed, making the Shapes almost inedible.

    The whole point of us arguing is to get the flavours changed back to the state in which we were enjoying them. The fact that some people don’t eat them in general doesn’t actually matter to us, we just want the biscuits to taste nice.

  3. Default Gravatar
    Greg | May 10, 2016

    I disagree that the negative response is simply an “online whine” due to “nostalgia.” My issue, and from the sounds of things, the issue most others are having with the new and improved shapes are not because they are simply rejecting change. The change to the flavours are simply bad. Terrible, in fact. Nostalgia doesn’t even come into it when you’re fighting a gag reflex.

  4. Default Gravatar
    Tracey | May 8, 2016

    Two things…Adding new flavours is not the same thing as changing an original existing recipe. Secondly, a third of Australians is still a market share that Arnotts can hardly afford to annoy. Especially if they also change their sweet biscuit buying habits as a result.

  5. Default Gravatar
    Jimmy | May 7, 2016

    New is not always good please go back to original flavour

  6. Default Gravatar
    Jamie | May 7, 2016

    You don’t change a formula that works, that has worked for years ! The percentages will become even less for Arnotts if they don’t revert back to the taste Australia loves and knows. I surely won’t be buying shapes anymore if this is the future of shapes.

  7. Default Gravatar
    Les | May 6, 2016

    Sorry this isn’t a question but a recommendation. I think it would be nice if u brought out new flavours. I.e. Spicey tomato or a bbq chicken in a original shape. Don’t Change the shapes cause the new ones won’t sell like you think people already selling the old original shapes on eBay.

  8. Default Gravatar
    Gerard | May 5, 2016

    Nostalgia does not drive my dislike for the so called ‘new improved’ Arnott’s Cheddar Shapes.

    For several years we consumed 2 – 3 packs of Cheddar Shapes a week. That stopped about 5 weeks ago when we found our new improved Cheddar Shapes no longer had heaps of cheesy bits on the biscuit and in the bottom of the bag. And they taste like cardboard.

    Go in to any supermarket and the shelves are full of Arnott’s Shapes, all are on special and there are ‘front of aisle’ displays. Arnott’s risk losing the premium product position that Shapes have had for years by selling them continuously on special.

    It is irrelevant that only a third of us eat savoury biscuits. Arnott’s battle is not to swing us to savoury biscuits, it is to maintain market share of the savoury biscuit market – a battle they will lose unless they go back to the flavour sitting on top of the biscuit – not baked into the biscuit.

    • Default Gravatar
      Steve | May 6, 2016

      Wrong, The backlash in my family is from the kids who have rejected the product. The new packet went into the bin, from kids who would happily eat a whole packet if allowed.
      There is no nostalgia in this at all. Just a terrible product

  9. Default Gravatar
    Lilli | May 5, 2016

    You think that just because someone is 14-17 years old they don’t care about their foods taste?

    If you’ve been reading some of the barrage of negative comments flooding Shape’s Facebook page, their recipe change was affected everyone ranging from toddlers to people who have been consuming their products for 40 years!

    Here’s a better question, what percentage of 14-17 year old approve of the new Shape’s flavors. Find that out first before you judge our 14-17 year old who you believe ‘don’t care’ about the flavor change.

    And why would you even mention that 2/3 of people don’t consume savory biscuits? Shape’s doesn’t cater to them and their opinion is moot because they’re not even a consumer!

    • Default Gravatar
      Kat | May 5, 2016

      Actually I’m in that age group and all of my friends hate the new flavours, but we eat them cause they are all we have left

    • Default Gravatar
      Dog | October 12, 2016

      If it wasn’t for those stupid meddling kids..

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