Created over 50 years ago, and with domestic sales around US$100m, TimTam biscuits are an Australian icon.

I’ve recently started seeing lots of them here in Japan, especially in Hokkaido, where they’re a hit with hungry skiers and locals alike.

Inspired by the UK’s Penguin brand, TimTam’s creator jazzed up the product creating a wider range of indulgent and chewier fillings, plus came up with a catchier brand name.

It’s not just Japan. TimTam has become popular in Indonesia, where it’s even been on promotion with MacDonalds, a great way to grow brand awareness and penetration, and been launched into the US, along with 40 plus other countries.

What further plans Arnotts/Campbells has for the brand, I’m not privy to, but they may want to think about some high traffic locations like popular department stores and other sites popular with tourists.

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