Which is the best supermarket brand biscuit?

And why is it Khong Guan?

Recently started trying out Khong Guan biscuits again, and damn they hit the spot. Affordable, the perfect tea time food, travels easily in a container for your office snack.

When I was younger, my favourite was the orange cream ones (yay chemical flavouring) but now I'm into the custard creams. Recently though, i see that NTUC has been selling their house brand dupes of Khong Guan, which seems kinda off? I mean, why are you cannabalising a local brand? It's not as if the NTUC brand is much cheaper.

What's your favourite go-to supermarket biscuit?