Arnott's Shapes

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Arnotts Shapes
Arnott's Shapes.jpg
Two boxes of cheddar-flavored Shapes
Product type Snack food
Owner Arnott's Biscuits Holdings
Country Australia
Introduced 16 February 1964
Markets Australia
UK (discontinued)
Tagline Flavour you can See
Website http://www.arnotts.com.au/products/shapes/

Arnott's Shapes are a popular line of savory biscuits produced by Arnott's in Australia. First produced in Victoria in the 1950s, they were originally made in the shape of potato chips, until bakers realized they were too difficult to cut and were a waste of dough. In 1974, they switched to the flat biscuits, which are sold today. Arnott's Shapes are sold in different packaging including multi-pack bags and boxes. In Australia, during the mid-1990s, Arnott's reduced the box packaging size of the core flavours from 250 grams to 200 grams. During 2011, Arnott's further reduced the packaging size from 200 grams to 175–185 grams.[1] The reason for the name "Shapes" is because of the variety of the individual biscuit shapes, depending on the flavour. Arnott's boasts that Shapes are "[oven] baked, not fried", which is a less fatty method of cooking; however, Shapes are still high in fat at 20–25% and high in sodium.[2]

Over 53 million packets of Shapes are consumed each year in Australia.[3] In 2016, Arnott's changed the recipe of the iconic biscuits, with many customers complaining that they were not happy about the so-called improved updated formula.[4] The company has since backtracked this decision by restoring the original Pizza Shapes recipe, as well as leaving the recipe for Chicken Crimpy intact and offering an 'Original Barbecue' flavor. [5]

Flavours[edit]

Original core flavors (pre-2016)[edit]

These flavors have existed since the snack's inception:

  • Barbecue (during the Christmas season, they would be changed to a Christmas tree shape)
  • Cheddar
  • Cheese and Bacon
  • Chicken Crimpy
  • Chicken Drumstick
  • Pizza
  • Savoury
  • Salt and Vinegar

Current core flavors (post-2016)[edit]

Formulaic changes in the seasoning's makeup plus the omission and addition of flavours have revised the core range:

  • Original Barbecue
  • Original Pizza
  • Chicken Crimpy
  • Savoury
  • Flame Grilled Barbecue
  • Margherita Pizza
  • Cheese and Bacon
  • Cheddar
  • Nacho Cheese
  • Roast Chicken
  • Salt & Vinegar (available only at Woolworths supermarkets)

Pizzeria range (January 2004)[edit]

  • BBQ Meat Lovers
  • Hawaiian
  • Super Supreme

Crispy Puffs range (2006)[edit]

Hollow, puffy shapes with a crisp texture.

  • Chicken Drumstick (should centre back)
  • Cheese and Onion
  • Sweet Chilli and Sour Cream

The range was reduced to just Chicken Drumstick, then discontinued.

Flavors of the World range (May 2009)[edit]

Flavours around the world.

  • Italian Woodfired Pizza
  • French Onion and Cheese
  • Texan BBQ
  • Mediterranean Feta and Herb

Roadies range (September 2011)[edit]

  • Pepper Steak
  • Chilli
  • Tangy BBQ Ribs
  • Sea Salt and Vinegar
  • Crispy Cheddar Potato Skins
  • Peri Peri Chicken

Aussie BBQ Meat Lovers range (January 2012)[edit]

A one-flavor range commemorating Australia Day.

  • Aussie BBQ Meat Lovers (was re-released in January 2014)

Sizzling Summer range (September 2012)[edit]

  • Honey BBQ Chicken
  • Flame Grilled Steak & Onion
  • Sour Cream & Summer Herbs

Footy Fever range (May 2013)[edit]

A flavor exclusive at Coles, available each year during AFL and Australian soccer highlights:

2013[edit]

  • Beef & Bacon Burger
  • BBQ Chicken Wings

2014[edit]

  • Cheesy Nachos & Sour Cream
  • BBQ Chicken Wings
  • Herb & Garlic Crust

Pizzarama range (May 2013, few days after Footy Fever)[edit]

  • Woodfired Margherita
  • Super Supreme

Soundz range (August 2013)[edit]

  • Cheese Supreme Pizza
  • Sweet Chilli & Sour Cream
  • Sweet & Sticky BBQ Ribs

Sensations range (December 2013)[edit]

A collection of flavours marketed towards customers more appreciative of 'gourmet' tastes:

  • Basil Pesto & Paremsan with poppy seeds
  • Vintage Cheese & Chives with sesame seeds
  • Roasted Garlic & Parmesan with sesame seeds
  • Tomato & Chilli with poppy seeds
  • Cheddar & Peppercorn with poppy seeds
  • Honey Soy Chicken with sesame seeds
  • Sea Salt and Balsamic Vinegar with poppy seeds
  • Lime and Chilli with poppy seeds
  • Caramelised Onion & Cheddar with poppy seeds

Honey BBQ Chicken (January 2014)[edit]

  • Honey BBQ Chicken

Light & Crispy range (October 2014)[edit]

  • Tasty Cheddar & Chives
  • Sweet Chilli & Sour Cream
  • Balsamic Vinegar & Sea Salt
  • Honey BBQ Chicken

Extreme range (January 2015)[edit]

  • Chilli Charge
  • BBQ Ribs Blast
  • Salt & Vinegar Smash
  • Peri Peri Chicken Slam
  • Mega Cheese Burger

Former flavors[edit]

  • Salt and Vinegar
  • Tomato Salsa
  • Crispy Chicken

Sales in the United Kingdom[edit]

Shapes were on sale in the United Kingdom at Asda in early 2011 as an export product. Due to a poor marketing campaign, sales were underwhelming and they are no longer stocked by Asda. They were then stocked by Tesco but are no longer as of March 2013.

References[edit]

  1. ^ Collier, Karen (10 August 2011). "Arnott's Shapes packets shrinking to slash fat". Herald Sun. Archived from the original on 1 March 2014. 
  2. ^ Saxelby, Catherine (29 April 2013). "8 salty snacks and why they're a danger to your waistline - a visual guide". Catherine Saxelby's Foodwatch. 
  3. ^ "Arnotts.com.au - Shapes". Arnott's Biscuits Holdings. 
  4. ^ Marissa Calligeros (14 April 2016). "Crunch time for Arnott's after customers Snap over 'new and improved' Shape flavours". Sydney Morning Herald. 
  5. ^ Frank Chung (8 September 2016). "Arnott's backflips on Pizza Shapes". News.com.au. 

External links[edit]