Arnott’s takes the bis­cuit with snub

Sunday Tasmanian - - News - SHOBA RAO

ARNOTT’S clas­sic Shapes have un­der­gone a makeover — with a new flavour that also brings a dis­tinct Aussie shape.

But the bis­cuit com­pany’s new Vegemite and cheese snack — baked in the shape of the Aus­tralian con­ti­nent — has no room for Tas­ma­nia on the de­sign.

Arnott’s have pre-empted any crit­i­cism of leav­ing Tassie out by putting a light­hearted mes­sage on its web­site that ex­plained why the is­land state had been left off.

It stated: “Tassie, we’re not over it. Our break up that is. 10,000-ish years ago, you de­cided to part ways with the rest of our coun­try, which re­ally hurt, ’cause you’re just so nat­u­rally abun­dant and beau­ti­ful!”

The state­ment goes on to say: “Here at Arnott’s, we be­lieve in real con­nec­tions, and while we lit­er­ally tried to keep you con­nected, we just got the feel­ing you’re not quite ready to come back to us*. Call us. It’s not you, it’s us. (*OK … and maybe it has a lot to do with bis­cuit moulds, which don’t deal so well with is­land states … and in­stead of re­duc­ing Tassie to a few crumbs, we’ve de­cided to leave this beau­ti­ful is­land un­touched.)”

The new Shapes pro­mo­tion is us­ing a list of five Aus­tralian leg­ends in a TV ad­ver­tise­ment in­clud­ing Olympic gold medal­list Cathy Free­man, for­mer Aus­tralian crick­eter Glenn Mc­Grath, co­me­dian Shane Ja­cob­son and swim­ming Olympic gold win­ner Gi­aan Rooney.

Seven’s sport broadcaster Bruce McA­vaney pro­vides the voiceover for the TV ad.

The bis­cuit with the new flavour is avail­able for a lim­ited time across ma­jor su­per­mar­kets in Aus­tralia.

The pack­ag­ing is black, to re­flect the colour of Vegemite.

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