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Unique cookie which won't crumble in your cuppa

IN A move likely to make Peter Kay proud, a new biscuit phenomenon is about to hit the supermarket shelves – a dunkable cookie.

The cookie, which doesn’t immediately crumble in your cuppa, is being introduced by ASDA. It’s taken nine months of research to get the perfect recipe for the cookie, which is even rectangular shaped to ensure it fits properly in your mug.

Mel Ellison, of ASDA’s bakery team, said: “We were inspired by Peter Kay’s famous sketches about biscuits breaking off in his brew. After speaking to customers, we found they too are looking for a quality cookie that is dunkable.”

Research by ASDA showed that, while sales of American-style cookies are growing significantly, Britain’s biscuit eaters are looking for something new.

Many are craving a quality, traditional cookie – rather than a chocolate biscuit – and the main criteria is that they can dip it into their drink. And here’s the top secret bit – the reason the cookie is dunkable is down to the unique recipe. A combination of oats and honey form a bond holding the cookie together whilst it is dunked, yet still allowing it to soak up a good amount of your brew.

ASDA’s testing has proven that, when subjected to continual dunking, the cookies last twice as long as leading brand biscuits.*

We even asked some of Britain’s biggest tea drinkers – builders – to try them out. A construction team working on new offices in Barnsley delivered a thumbs up verdict, saying they were able to dunk without soggy bits ending up in their drinks.

  • Mel Ellison said: “We have invested nine months of work in the cookie, from the initial concept stages right through to extensive taste testing and sampling.
“Feedback has been that the cookie exceeds expectations, not only because it’s dunkable but also because the shape fits most mugs and cups unlike normal circular cookies.

“The cookies, which will be baked in-store, will be available from 8 September. Put the kettle on!”

ASDA’s Dunkin’ Cookies will be available in packs of four and cost 78p per pack. The cookies contain no artificial flavourings or colourings.

Posted in Press Centre on 04 September 2008