A viral social media trend involving Arnotts’ Kingston biscuits and canned peaches has triggered a surge in supermarket demand across Australia and New Zealand. According to Woolworths’ Jamies Matthewson, the retailer recorded a three-fold increase in sales for the specific biscuit line almost overnight as consumers rushed to replicate the oven-baked dessert recipe circulating online.
Supply Chain Impacts of Viral Food Trends
The sudden popularity of the two-ingredient dessert has placed significant pressure on retail inventory. Jamies Matthewson of Woolworths noted that retailers often struggle to keep pace with demand when social media trends drive mass consumer interest. The process involves auditing stock levels on shop floors and in depots, followed by efforts to secure additional supplies from manufacturers. Matthewson stated that backfilling these unexpected gaps in supply can be a complex logistical challenge for supermarkets.
Did you know?
Viral food trends often move faster than traditional supply chains can adapt. According to Woolworths, retailers must scramble to source extra stock from suppliers as soon as data shows a rapid spike in product movement at the store level.
Marketing Dynamics Behind the Kingston Biscuit Craze
Shahper Ricter, a marketing lecturer at Auckland University, suggests that viral phenomena can provide a significant boost to long-established heritage brands. While older consumers may be familiar with the Kingston biscuit, the trend introduces the product to a younger demographic. Ricter emphasizes that brands cannot manufacture these moments; success relies on the organic way users share their own versions of the recipe. She noted that for many participants, the act of filming and sharing the process is just as important as the final product, creating a social “win-win” for both the creator and the brand.
Recipe Execution and Taste Testing
In a test conducted for Seven Sharp, food writer Polly Markus and presenter Mary-Jane Aggett prepared the dessert by layering two packets of Kingston biscuits in a baking dish, topping them with a large tin of canned peaches, and baking the mixture for 20 minutes. Markus rated the preparation difficulty as “0.5 out of 10,” noting that the biscuits soften into a gooey consistency during the process. While Markus described the resulting dish as very sweet, Aggett characterized it as “very yummy.”
Pro Tip:
Experimentation is part of the trend. When the Seven Sharp team substituted the peaches for canned plums and swapped the Kingston biscuits for Melting Moments, they reported that the variation was “even better” than the original viral version.
Frequently Asked Questions
Why are Kingston biscuits suddenly in high demand?
Demand spiked after a simple recipe featuring baked Kingston biscuits and canned peaches went viral on social media, leading to a three-fold increase in sales according to Woolworths.
Is the Kingston biscuit and peach dessert difficult to make?
No. Food writer Polly Markus rated the recipe at 0.5 out of 10 for difficulty, as it only requires layering the biscuits and fruit in a dish and baking them for approximately 20 minutes.
Can other biscuits be used for this trend?
Yes. Following the initial success of the Kingston recipe, variations using different biscuits—such as Melting Moments—and different canned fruits, like plums, have been tested with positive results.
Have you tried the viral Kingston biscuit dessert, or do you have your own secret ingredient combination? Share your thoughts in the comments below or explore our other food trends coverage to see what else is trending in your local aisles.