Drumstick raids Nan’s biscuit tin for new Anzac flavour
Nan’s biscuit tin has always been a bit of a wildcard, and Drumstick is tapping into that familiar bit of family folklore for its newest flavour. Drumstick Anzac Biscuit launched earlier this week, turning the buttery, caramel flavours of the classic biscuit into a frozen dessert with a biscuit-flavoured centre, Anzac biscuit pieces, caramel syrup and extra biscuit crumb on top. The launch arrived with a fresh look at what Australians actually remember finding in those tins. Peters Ice Cream commissioned Pureprofile to survey 1,000 Australians aged 18 to 35 in September, with only 32 per cent associating Nan’s tin with biscuits or cookies and 21 per cent thinking first of sewing supplies. The stranger memories included emergency cash, jewellery, ramen noodles, magic tricks and one particularly committed stash of “100,000 knitting needles”. “Drumstick has been part of Aussie summers for more than 60 years, so we love finding new ways to bring familiar favourites into the cone,” said Andrea Hamori, Head of Marketing at Peters Ice Cream. “Drumstick Anzac Biscuit brings together two nostalgic Aussie favourites in a way that feels familiar, but completely new. It’s buttery, sweet, packed with biscuit pieces and, most importantly, it’s a treat you’d actually be happy to find waiting in Nan’s biscuit tin.” Unboxing the unexpected Queenslanders were the most likely to remember finding something unrelated to food, with 34 per cent mentioning a non-food item, while NSW Nans were more dependable when snacks were involved. Around 63 per cent of NSW respondents mentioned food or biscuits compared with 59 per cent nationally. Peters Ice Cream also secured the appropriate permit from the Department of Veterans’ Affairs to use the word ‘Anzac’ for the new flavour and has made a donation to Legacy Australia as part of the launch. “Legacy Australia is very grateful to Peters Ice Cream for their generous donation in celebration of the launch of their ANZAC biscuit inspired Drumstick. Peters Ice Cream has been an iconic part of Australian family life, and we’re proud to have their support. “This kind of generosity makes a real difference to the work we do every day, helping Legacy strengthen the wellbeing and connectedness of veterans’ families through enduring relationships,” said Graham Boyd, CEO of Legacy Australia Inc. Drumstick Anzac Biscuit four-packs are available now at Coles, Woolworths and independent grocers for RRP $9.90, with individual cones landing in convenience stores from October 19 for RRP $5. Source: Wired Co. Find more food retail updates on Crumb Wire.