BUSINESS INSIGHT: Inside the Arnott's bikkie tin

For Arnott’s, its biscuits are about making memories for consumers as well as meeting their changing needs.

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.

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."

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