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Asian biscuit sticks have taken the snack aisles and foodie pantries in the UK by storm, reaching far beyond the circle of Japanese or Korean culture enthusiasts. Perfect for a coffee break, a shareable Asian snack, or simply to satisfy a curious craving, the selection has become so vast that it's easy to get lost. And behind the colourful packaging, real disappointments can sometimes be found.
As a product expert for Joybuy, I spend my time dissecting these snacks to separate the wheat from the chaff. Let's forget the marketing and focus on what really matters. Here are the pitfalls to avoid and the foolproof criteria for making the right choice.
Fortunately, a few clues can help you get it right before you even reach the checkout.
A quality coating reveals its secrets in its composition. For a strawberry flavour, demand "strawberry powder" and steer clear of simple "flavourings". The same goes for a good matcha stick, which must list "matcha green tea powder". This is a sign that the manufacturer has invested in the real product, not a lab-made substitute. For a chocolate stick, the quality and proportion of the cocoa mass will make all the difference.
The art lies in the harmony between the crunch of the biscuit and the smoothness of the coating. Legacy brands like Pocky, the iconic Japanese biscuit, or Pepero, its famous Korean competitor, have mastered this balance to perfection. Some go further by adding nut pieces, crushed cookies, or other toppings for textural play. It's up to you to decide if you prefer a very thin, crisp biscuit (typical of the Japanese style) or one that's a bit denser.
To guide you, here are a few top picks that cater to specific profiles and cravings, based on the criteria we've just covered.
Why it's a great match: Ideal for those who find the classic versions a bit too plain. The almond pieces add texture and a roasted flavour that elevates the tasting experience.
It demolishes the risk of the "ghost biscuit" thanks to the texture of the almond pieces. Every bite is rich, crunchy, and never monotonous.
The delicious combination of white chocolate and roasted almonds (18% of the product!) for an experience far richer than a simple stick.
Why it's a great match: Perfect for an introduction to an iconic Japanese flavour. The subtle, vegetal bitterness of matcha offers a refined alternative to all-chocolate options.
It escapes the "mirage" coating by incorporating real "green tea powder". The result: an authentic taste, not just a sweet, flashy green flavouring.
The expertise of Glico. The perfect balance between a crispy biscuit and a creamy coating where the matcha flavour is both present and delicate.
Why it's a great match: For those who believe there's no such thing as too much chocolate. This version doubles down with a cocoa biscuit AND a chocolate coating.
The flavour doesn't rely solely on the coating. Since the biscuit itself is made with cocoa, an intense chocolatey taste is guaranteed from start to finish.
The double dose of cocoa ensures a deep flavour. The presence of "cocoa powder" and "cocoa mass" in the ingredients confirms the quality of the product.
We have curated a complete range of biscuit sticks that tick all the right boxes in our guide.
This is THE big question! Pocky is the original Japanese brand (from the Glico group), while Pepero is its Korean competitor (from the Lotte group). While the concept is identical, purists note subtle differences in biscuit texture, coating thickness, or the range of flavours. Ultimately, the choice between the two is a matter of personal taste.
To preserve their legendary crunch, store them in a cool, dry place, away from light and humidity. Once the packet is open, the secret is simple: devour them immediately! Otherwise, an airtight container will do the trick to prevent the biscuit from going soft.
The comparison is tempting, and for good reason: Mikado is simply the name used in Europe to market the original Pocky. The base product is therefore the same. The real difference lies in the variety. The imported Pocky and Pepero ranges offer a much wider and more original festival of flavours than the Mikado found in our supermarkets: strawberry Pocky, matcha, cookies & cream... The adventure begins where the classic aisle ends.