Tim Tam
A plate of Tim Tams
Product typeSnack food
OwnerArnott's Biscuits Holdings
CountryAustralia
Introduced1964 (1964)
Websitearnotts.com.au/products/tim-tam

Tim Tam is a brand of chocolate biscuit introduced by the Australian biscuit company Arnott's in 1964. It consists of two malted biscuits separated by a light hard chocolate cream filling and coated in a thin layer of textured chocolate.[1]

History

The biscuit was created by Ian Norris. During 1958 he took a world trip looking for inspiration for new products. While traveling in Britain, he found the Penguin biscuit and decided to try to "make a better one".[2]

Tim Tam went on the market in 1964.[3][4] They were named by Ross Arnott, who attended the 1958 Kentucky Derby and decided that the name of the winning horse, Tim Tam, was perfect for a planned new line of biscuits.[5]

Pepperidge Farm, a sister company of Arnott's, began importing the Tim Tam to the United States in 2008. Tim Tams are still "Made in Australia" and packaging in the US bears the slogan "Australia's Favorite Cookie" ("cookie" being the American word for biscuit).[6]

Production

A dark chocolate Tim Tam

The original Arnott's bakery, opened in 1865, was located in Newcastle, New South Wales.[7] To date, manufacture of Tim Tams and other Arnott's products has remained largely within Australia, including bakeries in Sydney, Adelaide, and Brisbane. In 2009, Arnott's invested A$37 million in a state-of-the-art production line at its Brisbane facility, expecting to boost productivity and increase jobs.[8]

At the Huntingwood bakery in Western Sydney, the production line turns out about 3,000 Tim Tams per minute and uses 20 tonnes of the biscuit's cream filling and 27 tons of chocolate coating each work day.[9][10] Biscuit dough, containing sugar, flour, colours and flavours, is mixed for 20 minutes. Biscuits are then cut to 1mm thick, 11 holes are punched per biscuit and they are baked in gas ovens for 90 minutes. Freezing air cools the biscuits before they are flipped and filled with cream, dunked in chocolate and cooled again.[11]

Varieties

Two flavours for the South East Asian market, choco chocolate and choco cappuccino, sold in Indonesia

Since the 2000s Arnott's has released many different varieties of the product, some as limited edition runs. Varieties include double coat, dark chocolate, white chocolate, caramel, dark chocolate mint, honeycomb and choc orange.[12][13]

In 2004, Arnott's caused a controversy when they released limited edition Tim Tam Tia Maria and Kahlua Mint Slice varieties, flavoured with the popular alcoholic liqueurs.[14] The Australian Drug Foundation suggested selling the biscuits in supermarkets was "potentially dangerous" by "normalising" the taste of alcohol for children.[15] An Arnott's spokesperson observed that a customer "would need to consume [their] body weight of biscuits every hour to reach a blood-alcohol content of .05".[16]

In 2011, a cheese flavoured variety of Tim Tam was developed for the Indonesian market, where they are manufactured by Halo Arnotts.[17]

In February 2014, Arnott's launched a limited edition range of three new Tim Tam flavours created by Australian dessert chef Adriano Zumbo: salted caramel, choc brownie and raspberry white choc.[18][19] Point of sale displays featured Zumbo pink in contrast to traditional chocolate brown Tim Tam brand colours.[20] Red Velvet was the fourth Zumbo Tim Tam creation, launched in July 2014.[21] Also in July 2014, Arnott's launched peanut butter-flavoured Tim Tams.[22] Arnott's was awarded a CHOICE "Shonky award" for the offering, which did not contain peanuts (paprika was used as a flavour substitute) and included two fewer biscuits than the original variety Tim Tam packet.[23][24]

During the Valentine's Day period of 2015, Arnott's launched Choc Raspberry and Coconut Cream flavours, again collaborating with Zumbo.[25] In October 2015, Arnott's launched Tim Tam Choc Banana.[26] A limited edition "mocktail" Tim Tam range was launched in February 2016 with piña colada, espresso martini and strawberry champagne variants.[27] Arnott's told media in May 2016 that sales of the Tim Tam mocktail range had not met their expectations.[28]

Arnott's introduced toffee apple and pineapple flavours to the market in June 2016.[29] In October 2016 they added a mango variety to the range,[30] and in February 2017 they launched four new flavours—chocolate mint, salted caramel and vanilla, coconut and lychee, and black forest—in partnership with Gelato Messina.[31][32]

In the United States, the original, dark chocolate, and caramel varieties are available for sale.[33] In 2017, an additional flavour, dark chocolate-mint, was produced for the American market; it was only sold there.[34]

Marketing

In 1994, Arnott's cast a pre-fame Cate Blanchett in a television commercial as a woman who asks for "a packet of Tim Tams that never runs out" from a wish-granting genie.[35][36] Arnott's has sporadically continued to use the genie concept in subsequent ad campaigns; in a 2001 commercial the genie was played by hip-hop artist N'fa,[37][38] while a 2021 campaign cast actor and former The Bachelor Australia star Tim Robards as the "Tim Tam Genie".[39] A female genie has also appeared in some campaigns.[40][41]

In October 2006, Arnott's partnered with the National Breast Cancer Foundation to launch a limited-edition pink Tim Tam to coincide with that year's pink ribbon campaign.[42]

Responding to a fan's Facebook post wishing that Tim Tams grew on trees, in 2012 Arnott's "planted" a Tim Tam orchard in Martin Place on 2 May 2012.[43] The campaign generated more than 475,000 views on Tim Tam's YouTube channel and the brand experienced a 23% baseline sales uplift over the campaign period.[44]

In late 2015, media reported that Coles was attempting to resist price rises to Tim Tam and other Arnott's products.[45][46] When Coles refused the cost increase, Arnott's refused to supply the chain for two weeks.[47][48]

In 2016, to advertise Tim Tam mocktail flavours, Arnott's recruited Sophie Monk to feature in television advertisements as the face of the range.[49]

In 2022, Tim Tams were featured in the first episode of the second season of the cooking competition show Snackmasters.[50]

In February 2022, Arnott's released through an online store a limited-edition range of Tim Tam merchandise including a perfume, slippers and a mug.[51] The store returned in November 2022 with the release of a Tim Tam-inspired body lotion, diffuser and candle.[52]

Tim Tam Slam

A man performing a Tim Tam Slam

The Tim Tam Slam (also known as the Tim Tam Shotgun, Tim Tam Bomb, Tim Tam Explosion, Tim Tam Bong and Tim Tam Suck)[53] is the practice of drinking a hot beverage through a Tim Tam.[54] Opposite ends of the Tim Tam are bitten off, one end is submerged in the beverage, and the beverage is sucked through the biscuit as though the Tim Tam itself were a straw.[55] The crisp interior biscuit is eventually softened and the outer chocolate coating begins to melt, at which point the biscuit is eaten.

The Arnott's company used the name Tim Tam Suck in a 2002 advertising campaign.[56][57]

In February 2019, Arnott's released a "Slams"-branded version of the Tim Tam biscuit.

Similar products

Apart from Penguins, products similar to Tim Tams have included Woolworths' home brand product "Choccy Slams", the Coles brand "Chocolate Surrenders", Aldi's "Just Divine" line of biscuits under their Belmont Biscuits brand, and various similar "home-brand" products marketed by British supermarkets.

New Zealand's Griffin's Foods manufactures a counterpart to Tim Tams called "Chit Chats".[58] Jumbo supermarkets in the Netherlands sold a counterpart under the name "Dip&Nip Cookies".[59] In 2021 Trader Joe's in the United States released their own take on the biscuit, branding them "Aussie-style Chocolate Crème Sandwich Cookies".[60]

In 2003, Arnott's sued Dick Smith Foods over their "Temptin" brand of chocolate biscuits, which Arnott's alleged had diluted their trademark as a similar biscuit to Tim Tams, in similarly designed packaging.[61] The case was settled out of court. Dick Smith Foods also previously released a Tim Tam clone under the name "TTs".[2]

References

  1. ↑ Gomes, Luke Henriques (1 February 2017). "Australia's favourite choc bikkie, Tim Tams, takes on America". The New Daily.
  2. 1 2 Needham, Kristy (18 April 2003). "Branding rivals will never take the biscuit, says Mr Tim Tam". The Sydney Morning Herald. Archived from the original on 4 May 2014. Retrieved 5 October 2013.
  3. ↑ Pulley, Roz (24 September 2005). "Welcome to Cairns... Tim Tam capital of OZ". The Cairns Post. News Corporation. p. 3.
  4. ↑ "Tim Tam biscuits turn 50". Herald Sun. News Corp Australia. AAP. 16 February 2014. Retrieved 16 February 2014.
  5. ↑ "Arnott's Product Range – Tim Tam". Arnott's Biscuits Limited. 2005. Archived from the original on 4 October 2006. Retrieved 20 October 2006.
  6. ↑ Chan, Yuan-Kwan (21 October 2008). "The Tim Tam Test: U.S.A. vs. Australia". Meniscus. Retrieved 5 October 2013.
  7. ↑ "About Arnott's". Official Arnott's website. Arnott's Biscuits Limited. Retrieved 15 August 2018.
  8. ↑ "Investment in Arnott's Brisbane factory". Austrade. Australian Trade Commission. 15 April 2009. Archived from the original on 20 March 2012.
  9. ↑ Midena, Kate (17 February 2014). "Arnott's Tim Tam turns fifty". News.com.au. News Corp Australia. Archived from the original on 16 May 2014.
  10. ↑ "The secrets of the Tim Tam". News.com.au. News Corp. pp. 8, 24, 29. Retrieved 5 October 2013.
  11. ↑ Carswell, Andrew (18 February 2014). "50 years of temptation... Everything you ever wanted to know about Tim Tams". The Sunday Telegraph. News Corp Australia. Retrieved 24 June 2016.
  12. ↑ Greenblat, Eli (25 July 2013). "Secret strategy to keep Tim Tams tip top". The Sydney Morning Herald. Archived from the original on 27 July 2013.
  13. ↑ "Tim Tam". Arnott's Australia. 18 January 2015. Retrieved 15 August 2018.
  14. ↑ Arnott's Biscuits - A Slice of the Action, UTS Library, 2004, archived from the original on 15 June 2013
  15. ↑ Royall, Ian (4 February 2004). "'Alcohol biscuits' spark outcry". The Courier-Mail.
  16. ↑ "Alcohol-flavoured treats attacked". The Age. Australian Associated Press. 4 February 2004. Archived from the original on 3 February 2015. Retrieved 5 October 2013.
  17. ↑ Francis, Alys (22 December 2011). "Cheese Tim Tams a big hit in Indonesia". Ninemsn. Archived from the original on 5 October 2013. Retrieved 5 October 2013.
  18. ↑ Smith, Annabel (20 February 2014). "Adriano Zumbo's ultimate Tim Tam". Archived from the original on 7 May 2014.
  19. ↑ Auerbach, Taylor (18 February 2014). "Sydney dessert king Adriano Zumbo caters Tim Tam's 50th birthday celebrations". The Daily Telegraph.
  20. ↑ Spear, Karen (13 May 2014). "Making new Tim Tams irresistible". InsideRetail. Archived from the original on 24 June 2016.
  21. ↑ Thomson, Nicky (15 July 2014). "Arnott's and Adriano Zumbo Create Red Velvet Tim Tams". B&T. Archived from the original on 18 October 2014.
  22. ↑ DROP EVERYTHING: Peanut Butter Tim Tams have been invented., 24 July 2014, archived from the original on 23 October 2015
  23. ↑ Han, Esther (14 October 2014). "The Shonky Awards: Thermomix, Tim Tams named as Choice announces dodgiest products". The Sydney Morning Herald. Archived from the original on 23 October 2015.
  24. ↑ Harvey, Adam (14 October 2014). "From Tim-Tam sham to Thermomix fix at the awards no-one wants to win". Australian Broadcasting Commission. Archived from the original on 23 October 2015.
  25. ↑ O'Donoghue, Jasmine (11 February 2015), Two new flavours for the Tim Tam by Adriano Zumbo range, Food Magazine, archived from the original on 26 March 2015
  26. ↑ NEWS: Tim Tam Choc Banana, Consumable, 12 October 2015, archived from the original on 13 October 2015
  27. ↑ "Tim Tam embraces the mocktail spirit", Food & Drink Business, 12 February 2016, archived from the original on 29 February 2016
  28. ↑ Greenblat, Eli (24 May 2016). "Tim Tam 'mocktail' range for women falls flat as home brands bite". The Australian. News Corp Australia.
  29. ↑ Cavanagh, Rebekah (11 June 2016). "New Tim Tam flavours: Punters reject Pina Colada, Strawberry Champagne, stick with Original". Sunday Herald Sun. News Corp Australia. Retrieved 24 June 2016.
  30. ↑ WILL (4 October 2016). "NEWS: Tim Tam Mango". Consumable. Archived from the original on 13 October 2016.
  31. ↑ "Gelato Messina has teamed up with Tim Tam for a new range of ice-cream inspired biscuits and everyone is losing their mind". News.com.au. News Corp. 26 January 2017. Archived from the original on 5 February 2017. Retrieved 13 February 2017.
  32. ↑ Samios, Zoe (8 February 2017). "'Shut the front door': Tim Tam launches new work for its Gelato Messina limited edition range". Mumbrella. Archived from the original on 13 February 2017. Retrieved 13 February 2017.
  33. ↑ "Products – Tim Tam USA". timtamusa.com. Retrieved 15 August 2018.
  34. ↑ Cenicola, Tony (30 January 2017). "Tim Tams, an Australian Favorite, Arrive in America". The New York Times. USA. Retrieved 4 February 2017.
  35. ↑ Australian Centre for the Moving Image. "Cate Blanchett Tim Tam Commercial". Australian Centre for the Moving Image. Retrieved 16 January 2023.
  36. ↑ Willis, Charlotte (7 March 2014). "Vintage Tim Tam commercial starring Oscar winner Cate Blanchett resurfaces online". News.com.au. News Corp Australia. Archived from the original on 5 June 2016.
  37. ↑ Drever, Andrew (28 July 2002). "Don't fence me in". The Age. Archived from the original on 23 August 2015.
  38. ↑ N'fa, Rave Magazine, 24 July 2006, archived from the original on 16 March 2012
  39. ↑ Murphy, Paige (28 January 2021). "The Tim Tam Genie returns with former Bachelor star Tim Robards". Retrieved 16 January 2023.
  40. ↑ "Tim Tam genie: Three wishes lead to TV fame for Cairns mum". 9 May 2018. Retrieved 16 January 2023.
  41. ↑ Lucio, Remedios (10 February 2020). "Arnott's puts 'contemporary spin' on Tim Tam Genie". Retrieved 16 January 2023.
  42. ↑ "Project Pink Wish", Golden Target Awards, University of Technology Sydney, 2007, archived from the original on 24 June 2016
  43. ↑ Kermond, Clarke (25 May 2012). "Fans get a say in talkative Tim Tam ad". The Sydney Morning Herald. Archived from the original on 25 May 2012.
  44. ↑ Sarhan, Ayman (2012), Marketing 3.0.: Tim Tam Orchard, archived from the original on 24 June 2016
  45. ↑ Greenblat, Eli (30 November 2015). "Coles, Arnott's dig in over Tim Tam war". The Australian. News Corp Australia. Retrieved 17 April 2016.
  46. ↑ "Tim Tam makers Arnott's in price war with Coles over biscuits". News.com.au. News Corp Australia. 1 December 2015. Archived from the original on 27 April 2016. Retrieved 17 April 2016.
  47. ↑ Greenblat, Eli (1 December 2015). "Power of Tim Tams: Arnott's puts bite on Coles in price war". The Australian. News Corp Australia.
  48. ↑ Stiles, Jackson (1 December 2015). "Consumers are the big losers in Tim Tam price war". The New Daily. Retrieved 17 April 2016.
  49. ↑ McCauley, Dana (27 May 2016). "Arnott's, please stop messing with Tim Tams". News.com.au. News Corp Australia. Archived from the original on 18 June 2016.
  50. ↑ Perry, Kevin (28 November 2022). "How do you cook the perfect TIM TAM? SNACKMASTERS returns with a brand new season on NINE". Retrieved 14 January 2023.
  51. ↑ Oh, Eunice (22 February 2022). "Arnott's has launched a limited edition Tim Tam perfume". Better Homes and Gardens. Retrieved 10 September 2023.
  52. ↑ Fry, Courtney (4 November 2022). "You Can Now Slather Yourself In This New Tim Tam Body Lotion If You Wanna Smell Like A Treat". Pedestrian.TV. Retrieved 10 September 2023.
  53. ↑ The 'Tim Tam™ Suck' is a tradition with Tim Tam™ lovers all over the world., Arnott's, archived from the original on 7 October 2001
  54. ↑ "Tea-sucking record attempt". Croydon Guardian. 30 January 2004. Archived from the original on 5 September 2015.
  55. ↑ Jackman, Christine (25 December 2001). "Israelis give in to invasion - of biscuits". Australasian Business Intelligence. Archived from the original on 28 March 2015.
  56. ↑ Arnott's Tim Tam Official Website (Internet Archive cache 6 Jun 2002) Accessed 14 January 2008.
  57. ↑ Australian Business Intelligence site search results Accessed 14 January 2008.
  58. ↑ Templeton, Sarah (17 September 2019). "Internet decides NZ's Chit Chat better than Australia's Tim Tam". Newshub. Retrieved 14 January 2023.
  59. ↑ "Jumbo Dip&Nip Cookies Melkchocolade 11 Stuks 200g - Koek met chocolade". www.jumbo.com (in Dutch). Retrieved 28 March 2021.
  60. ↑ Kleeman, Sophie (26 February 2021). "An Australian's review of Trader Joe's imitation Tim Tams: Mediocre chocolate and not enough girth". Insider.com. Retrieved 14 January 2023.
  61. ↑ Went, Sheree (7 May 2003). "Smith and fans tempt Tim Tams". The Age. Archived from the original on 1 September 2015. Retrieved 5 October 2013.
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