‘No, no, NO’: Coles divides Aussies with new $6 Biscoff bakery item

The supermarket giant collaborated with a cult brand – but it has failed to impress some shoppers who claim the bakery item tastes “terrible”.

Australia’s love of Biscoff is showing no signs of slowing down, with yet another product containing the “delicious” caramelised cookie spread hitting supermarket shelves recently.

Coles’ popular Donut Mind If I Do range has collaborated with the cult spread to launch two new doughnut flavours.

Sold in two pack that retails for $5.80, the sweet treats – described as having a “Biscoff Crumb” and “Biscoff Caramel” – are already proving to be extremely popular on social media.

But while some have declared the new supermarket buy as a “dream combo”, others have described the baked goods as “expensive”.

Taking to the comments section of a video shared on the official Coles TikTok account, it’s clear the Donut Mind If I Do launch has left Australians divided.

“Nearly $3 a doughnut,” one user remarked.

“They are too expensive,” mused another.

“But they look SOOO good,” someone responded, prompting another to agree: “I’m going to Coles for these.”

Coles recently launched a new Biscoff range of its Donut Mind If I Do doughnuts. Picture: TikTok/@rose.khater

But the $6 item has divided shoppers. Picture: TikTok/@rose.khater

The foodie community has also been equally as divided, with popular Melbourne blogger Nick Vavitis – the mastermind behind the viral sweet treat brand Choclt – sharing his disappointment in a video.

“The dough is a no. No no NO,” he declared, while taste-testing the “Biscoff Caramel” doughnut.

“The filling is good, obviously, it’s Biscoff, but the dough is super bread-y. It’s almost like the bread has gone hard, like it has turned stale.”

He had a similar experience when he tried the “Biscoff Crumb”, which left him wondering whether he’d purchased a “bad batch”.

“The dough is so hard, it’s terrible,” he concluded.

‘No, no, NO’. Picture: TikTok/@nickvavitis

Melbourne foodie Nick Vavitis suspected he bought a ‘bad batch’. Picture: TikTok/@nickvavitis

Coles said the new range was competitively priced and had been well received by shoppers.

“We’re happy to hear our customers are loving the new Donut Mind if I do Biscoff Donuts,” a spokesperson told news.com.au.

“Our product specialists worked closely with the Biscoff team to develop the deliciously soft donuts that are loaded with real Biscoff centre and topped with caramel or Biscoff Crumbs.”

Despite the mixed reviews, the new launch proves the Biscoff trend is here to stay, according to fellow food bloggers @nectoriouspapi and @AngeEats.

“The doughnuts are a good and a cheap dessert or snack,” Ange told news.com.au.

“It’s got heaps of goey filling. Everyone loves and goes crazy for Biscoff.”

Nectorious agreed, declaring: “Biscoff isn’t going anywhere. Get used to it.”

“I think for the price and being able to pick them up at your local supermarket it’s a great option,” he told news.com.au.

“My top tip is to try them in the air fryer. The doughnuts came out super crispy and with melted the centres.”

Another said he recommends popping the product in the air fryer and serving warm. Picture: TikTok/@nectoriouspapi

But Coles previous ‘Dreams Crumb True Cupcakes Filled With Biscoff’ muffins are a guaranteed favourite. Picture: TikTok/@angeeats

If you’re looking for a Biscoff fix that’s “guaranteed to slap”, the boys – who recently launched the Three Food Guys Podcast alongside fellow TikTok foodie Dub Eats Everything – recommended the “Dreams Crumb True Cupcakes Filled With Biscoff”, which sell for $6 at Coles.

“They are fantastic, everything from the frosting to the cake itself, is just wow,” Ange added.

“You honestly can’t go wrong with Coles’ Biscoff muffins,” Nectorious agreed.

Social media users are equally as into the muffins, with one labelling the baked item “divine” as another said the product “tastes amazing”.