Julie’s Releases New Range Of Dessert-Inspired Biscuits Called Charm

The new Julie’s Charm took five years to develop.

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We all know Julie’s, don’t we? From their tasty peanut butter sandwich biscuits to their assorted-flavour love letters, we all grew up with this familiar Malaysian biscuit brand.

But did you know that as YOU’RE (not us) getting older, the Julie’s logo is getting younger? Have you noticed?

Apart from their recent rebrand and new product look, Julie’s is also introducing their latest line of biscuits for eager Malaysian fans.

Julie’s just launched their new Charm

Last Friday (3 March), we got the chance to go to Julie’s charming and classy high-tea event at APW Bangsar. It was the launch of their new dessert-inspired biscuits, called Charm.

Just like its name, the decorations and details of the event were so elegant and charming that we thought we were at a Bridgerton movie premiere!

Did you know that this new range of biscuits took 5 meticulous years to craft?

They come in two mouth-watering dessert flavours – Double Chocolate and Tiramisu.

Each Charm biscuit is made from quality ingredients that are carefully selected after years of research to ensure its delicious taste and quality.

Charming, aren’t they? The biscuits, we meant… 👀
(Credit: Julie’s)

The Double Chocolate is a rich and indulgent dark chocolate-flavoured biscuit, a crowd’s favourite, with a smooth and creamy texture that melts in your mouth. As a big fan of Chocolate, their Double Chocolate ones are quite good that I couldn’t stop munching on them.

The Tiramisu is a more sophisticated and unique flavour that is not commonly found in biscuits, making it an interesting option for consumers who are looking to try something different.

Charm is a form of self-love

On the launch of the event, Julie’s Biscuit Director, Tzy Horng Sai said that Charm is not just about getting a biscuit when you’re hungry, but it’s a form of self-love that you can indulge in.

Tzy Horng Sai, giving a speech (left) and at the high-tea launching event.
(Credit: Melissa Suraya Ismail / TRP)

Since our rebranding in 2020, we have always taken the bold approach in introducing new products into the market. The Julie’s brand is synonymous with great-tasting biscuits and consumers know the quality to expect.

With this new range, not only do we want to introduce products that are tasty and of quality, but as a brand, we also want our products to inspire consumers.

What we had in mind with Charm was to create something people can indulge in. With this product, we want to remind consumers to allow themselves to indulge in something like Charm every once in a while, as a form of self-love.

We hope that this new product and its push for self-love can bring positive effects into our consumers’ lives.
Tzy Horng Sai, Director of Julie’s Biscuits

The faces responsible behind the successful Julie’s Biscuits brand.
(Credit: Afifa / Buzzkini)

Enjoy it as a snack, with your tea or in your own desserts

This new biscuit line-up filled with indulgent ingredients are conveniently packed into one portable to-go packaging that consists of eight packs of two biscuit pieces.

Charm is designed to be enjoyed as a standalone snack, or can be paired with coffee and tea, or even used as an ingredient for your cake creation.

The product is also suitable for any occasion, invented to fuel you in between meals or used as an enjoyable dessert after a hearty meal.

To get a taste of Julie’s Charm, you can purchase it online from the official Julie’s Shopee and Lazada flagship store. Or you could just find it in your nearest convenience stores and hypermarkets for in-store purchase.

For more info on Julie’s promotions, contests and activites, visit their website and follow them on Facebook and Instagram.

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