Tim Tams Go Global as Sales Climb

Arnott’s is making a major push into global markets as its iconic Tim Tam biscuit gains popularity in the UK, US and other international regions. The brand aims to drive international growth while continuing to meet evolving consumer tastes at home.

With more than 160 years of history, Arnott’s holds a dominant position in the Australian biscuit market and is now expanding worldwide through a focused, market-specific strategy. Long a staple in Australian households, Tim Tams are gaining traction overseas, especially in culturally connected markets like Britain. Creative marketing and viral trends such as the Tim Tam Slam have helped fuel that demand.

The impact is clear. Over the past year, Tim Tams increased their market share in Australia by 5.8%, bringing their total to 41% of the chocolate biscuit segment. Internationally, unexpected successes like a social media April Fool’s joke turned product launch, Tim Tam Sweet & Salty, demonstrate how consumer engagement and earned media can drive shelf presence in global supermarkets.

Looking forward, Arnott’s is eyeing broader growth beyond Tim Tams. Innovations such as its gluten-free range, now covering key legacy products, account for around 80% of growth in that fast-growing sector. With consumer preferences shifting, the company is investing in trends like high-protein and health-conscious snacks. Its SnackRight line has already secured half of the “better-for-you” biscuit category and added $10 million in incremental revenue.

While flagship products such as Tim Tams and Shapes are gaining attention abroad, Arnott’s remains committed to its heritage labels. Classic favourites like Scotch Fingers and Monte Carlo are still achieving double-digit growth. This mix of nostalgia and relevance is helping the company stay strong in its home market while expanding globally.

Source: The Australian, Food and Drink Technology, TrenHunter