{{Short description|Australian brand of chocolate biscuit}} {{Other uses}} {{Use Australian English|date=January 2012}} {{Use dmy dates|date=January 2021}} {{CS1 config|mode=cs1}} {{Infobox brand | logo = | name = Tim Tam | image = Tim Tams.jpg | caption = A plate of Tim Tams | type = Snack food | currentowner = Arnott's Biscuits Holdings | origin = Australia | introduced = {{start date and age|1964}} | related = | markets = | previousowners = | trademarkregistrations = | ambassador = | tagline = | website = {{url|arnotts.com/brands/tim-tam}} }}
'''Tim Tam''' is a brand of chocolate biscuit introduced by the Australian biscuit company Arnott's Biscuits Holdings 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.<ref>{{cite news|url=https://thenewdaily.com.au/life/eat-drink/2017/02/01/tim-tams-take-on-america/|title=Australia's favourite choc bikkie, Tim Tams, takes on America|last=Gomes|first=Luke Henriques|date=1 February 2017|publisher=The New Daily}}</ref>
==History== The biscuit was created by Ian Norris. During 1958 he took a world trip looking for inspiration for new products. While visiting Britain, he found the Penguin biscuit and decided to try to "make a better one".<ref name="SMH1">{{cite news|last=Needham|first=Kristy|title=Branding rivals will never take the biscuit, says Mr Tim Tam|url=http://www.smh.com.au/articles/2003/04/17/1050172707606.html|access-date=5 October 2013|newspaper=The Sydney Morning Herald|date=18 April 2003|archive-url=https://web.archive.org/web/20140504014833/http://www.smh.com.au/articles/2003/04/17/1050172707606.html|archive-date=4 May 2014}}</ref><ref name="museumoflost">{{cite web | url=https://www.museumoflost.com/the-origin-of-tim-tams/ | title=The Origin of Tim Tams | website=Museum of Lost | date=25 January 2022 | archive-url=https://web.archive.org/web/20250825162857/https://www.museumoflost.com/the-origin-of-tim-tams/ | accessdate=25 August 2025 | archive-date=25 August 2025 }}</ref>
Tim Tam went on the market on 10 September 1964.<ref name="Cairns">{{cite news |first = Roz |last = Pulley |title = Welcome to Cairns... Tim Tam capital of OZ |work = The Cairns Post |publisher = News Corporation |page = 3 |date = 24 September 2005}}</ref><ref name=50th>{{cite news|title=Tim Tam biscuits turn 50|url=http://www.heraldsun.com.au/news/breaking-news/tim-tam-biscuits-turn-50/story-fni0xqi4-1226828690315|access-date=16 February 2014|newspaper=Herald Sun|date=16 February 2014|publisher=News Corp Australia|agency=AAP}}</ref> 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.<ref name="OfficialSite">{{cite web | url = http://www.arnotts.com.au/products/TimTam.aspx | title = Arnott's Product Range – Tim Tam | access-date = 20 October 2006 | year = 2005 | publisher = Arnott's Biscuits Limited |archive-url = https://web.archive.org/web/20061004180114/http://www.arnotts.com.au/products/TimTam.aspx |archive-date = 4 October 2006}}</ref><ref name="museumoflost" /> 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".<ref>{{cite web|last=Chan|first=Yuan-Kwan|title=The Tim Tam Test: U.S.A. vs. Australia|url=http://www.meniscuszine.com/articles/20081021992/the-tim-tam-test-u-s-a-vs-australia/|work=Meniscus|access-date=5 October 2013|date=21 October 2008}}</ref>
In July 2021, the biscuit got a 0.5 Health Star Rating, attracting media attention.<ref>{{Cite web |date=2021-07-06 |title=Unlikely new health rating on Tim Tam pack raises eyebrows with Reddit users |url=https://7news.com.au/lifestyle/food/unlikely-new-health-rating-on-tim-tam-pack-raises-eyebrows-with-reddit-users-c-3322386 |access-date=2026-03-27 |website=7NEWS |language=en}}</ref><ref>{{Cite web |date=2021-07-07 |title=Shoppers ‘offended’ by detail found on Tim Tam packaging |url=https://au.lifestyle.yahoo.com/shoppers-offended-detail-found-tim-tam-packaging-043746024.html |access-date=2026-03-27 |website=Yahoo Life |language=en-AU}}</ref>
== Production == right|thumb|A dark chocolate Tim Tam The original Arnott's bakery, opened in 1865, was located in Newcastle, New South Wales.<ref name="Arnottweb">{{cite web | url=https://www.arnotts.com.au/about-arnotts/ | title=About Arnott's | publisher=Arnott's Biscuits Limited | work=Official Arnott's website | access-date=15 August 2018 }}</ref> 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.<ref name="Austrade">{{cite web | url=http://www.austrade.gov.au/Invest/Investor-Updates/090415-Investment-in-Arnotts-Brisbane-factory/default.aspx | title=Investment in Arnott's Brisbane factory | publisher=Australian Trade Commission | work=Austrade | date=15 April 2009|archive-url=https://web.archive.org/web/20120320212838/http://www.austrade.gov.au/Invest/Investor-Updates/090415-Investment-in-Arnotts-Brisbane-factory/default.aspx|archive-date=20 March 2012}}</ref>
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.<ref>{{cite news|url=http://www.news.com.au/lifestyle/food/arnotts-tim-tam-turns-fifty/story-fneuz8zj-1226829484369|archive-url=https://web.archive.org/web/20140516121102/http://www.news.com.au/lifestyle/food/arnotts-tim-tam-turns-fifty/story-fneuz8zj-1226829484369|archive-date=16 May 2014|title=Arnott's Tim Tam turns fifty |first=Kate|last=Midena|publisher=News Corp Australia|website=News.com.au|date=17 February 2014}}</ref><ref name="Newsau">{{cite news|title=The secrets of the Tim Tam|url=http://www.news.com.au/business/gallery-e6frflwr-1111120558976?page=8|website=News.com.au|publisher=News Corp|access-date=5 October 2013|pages=8, 24, 29|archive-date=8 October 2013|archive-url=https://web.archive.org/web/20131008181946/http://www.news.com.au/business/gallery-e6frflwr-1111120558976?page=8|url-status=dead}}</ref> Biscuit dough, containing sugar, flour, colours and flavours, is mixed for 20 minutes. Biscuits are then cut to 1 mm 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.<ref>{{cite news|url=http://www.dailytelegraph.com.au/news/nsw/years-of-temptation-everything-you-ever-wanted-to-know-about-tim-tams/story-fni0cx12-1226828097877|title=50 years of temptation... Everything you ever wanted to know about Tim Tams |first=Andrew|last=Carswell|date=18 February 2014|newspaper=The Sunday Telegraph|publisher=News Corp Australia|access-date=24 June 2016}}</ref>
== Varieties == [[File:TimTams.JPG|250px|thumb|Two flavours for the South East Asian market, choco chocolate and choco cappuccino, sold in Indonesia until the brand's departure from the country in 2023.]] Since the 1980s, 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.<ref>{{cite news|url=http://www.smh.com.au/business/secret-strategy-to-keep-tim-tams-tip-top-20130725-2qkvy.html|first=Eli|last=Greenblat|newspaper=The Sydney Morning Herald|date=25 July 2013|archive-url=https://web.archive.org/web/20130727130234/http://www.smh.com.au/business/secret-strategy-to-keep-tim-tams-tip-top-20130725-2qkvy.html|archive-date=27 July 2013|title=Secret strategy to keep Tim Tams tip top}}</ref><ref>{{Cite web|url=https://www.arnotts.com.au/products/tim-tam/|title=Tim Tam|date=2015-01-18|work=Arnott's Australia|access-date=2018-08-15}}</ref><ref>{{Cite web |title=Chocolate Biscuits Malaysia {{!}} Learn about Tim Tam's History |url=https://sanglafoods.com/brief-history-of-tim-tams-chocolate-biscuits/ |access-date=2026-03-24 |website=sanglafoods.com |language=en-US}}</ref>
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.<ref>{{citation|date=2004|url=http://www.lib.uts.edu.au/gta/13912/arnotts-biscuits-slice-action|title=Arnott's Biscuits - A Slice of the Action|archive-url=https://web.archive.org/web/20130615080135/http://www.lib.uts.edu.au/gta/13912/arnotts-biscuits-slice-action|archive-date=15 June 2013|publisher=UTS Library}}</ref> The Australian Drug Foundation suggested selling the biscuits in supermarkets was "potentially dangerous" by "normalising" the taste of alcohol for children.<ref>{{cite news|title='Alcohol biscuits' spark outcry|last=Royall|first=Ian|newspaper=The Courier-Mail|date=4 February 2004}}</ref> 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".<ref>{{cite news|title=Alcohol-flavoured treats attacked|url=http://www.theage.com.au/articles/2004/02/04/1075853910088.html|access-date=5 October 2013|newspaper=The Age|date=4 February 2004|agency=Australian Associated Press|archive-url=https://web.archive.org/web/20150203045732/http://www.theage.com.au/articles/2004/02/04/1075853910088.html|archive-date=3 February 2015}}</ref>
In 2011, a cheese flavoured variety of Tim Tam was developed for the Indonesian market, where they are manufactured by Halo Arnotts.<ref>{{cite news|last=Francis|first=Alys|title=Cheese Tim Tams a big hit in Indonesia|url=http://news.ninemsn.com.au/world/2012/10/10/16/31/cheese-tim-tams-a-big-hit-in-indonesia|access-date=5 October 2013|newspaper=Ninemsn|date=22 December 2011|archive-url=https://web.archive.org/web/20131005183218/http://news.ninemsn.com.au/world/2012/10/10/16/31/cheese-tim-tams-a-big-hit-in-Indonesia|archive-date=5 October 2013}}</ref>
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.<ref>{{cite news|first=Annabel|last=Smith|url=http://www.goodfood.com.au/good-food/food-news/adriano-zumbos-ultimate-tim-tam-20140220-333e6.html|archive-url=https://web.archive.org/web/20140507064156/http://www.goodfood.com.au/good-food/food-news/adriano-zumbos-ultimate-tim-tam-20140220-333e6.html|archive-date=7 May 2014|title=Adriano Zumbo's ultimate Tim Tam |date=20 February 2014}}</ref><ref>{{cite news|url=http://www.dailytelegraph.com.au/news/nsw/sydney-dessert-king-adriano-zumbo-caters-tim-tams-50th-birthday-celebrations/story-fni0cx12-1226829768193#social-comments|title=Sydney dessert king Adriano Zumbo caters Tim Tam's 50th birthday celebrations |first=Taylor|last=Auerbach|newspaper=The Daily Telegraph|date=18 February 2014}}</ref> Point of sale displays featured Zumbo pink in contrast to traditional chocolate brown Tim Tam brand colours.<ref>{{cite news|url=https://www.insideretail.com.au/blog/2014/05/13/making-new-tim-tams-irresistible/|title=Making new Tim Tams irresistible|first=Karen|last=Spear|date=13 May 2014|publisher=InsideRetail|archive-url=https://web.archive.org/web/20160624105801/https://www.insideretail.com.au/blog/2014/05/13/making-new-tim-tams-irresistible/|archive-date=24 June 2016}}</ref> Red Velvet was the fourth Zumbo Tim Tam creation, launched in July 2014.<ref>{{cite news|url=http://www.bandt.com.au/media/arnotts-adriano-zumbo-create-red-velvet-tim-tams|archive-url=https://web.archive.org/web/20141018044641/http://www.bandt.com.au/media/arnotts-adriano-zumbo-create-red-velvet-tim-tams|archive-date=18 October 2014|title=Arnott's and Adriano Zumbo Create Red Velvet Tim Tams|date=15 July 2014|publisher=B&T|first=Nicky|last=Thomson}}</ref> Also in July 2014, Arnott's launched peanut butter-flavoured Tim Tams.<ref>{{citation|url=http://www.mamamia.com.au/rogue/peanut-butter-tim-tams/|archive-url=https://web.archive.org/web/20151023072250/http://www.mamamia.com.au/rogue/peanut-butter-tim-tams/|archive-date=23 October 2015|title=DROP EVERYTHING: Peanut Butter Tim Tams have been invented.|date=24 July 2014}}</ref> 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.<ref>{{cite news|url=http://www.smh.com.au/national/the-shonky-awards-thermomix-tim-tams-named-as-choice-announces-dodgiest-products-20141013-115mof.html|newspaper=The Sydney Morning Herald|archive-url=https://web.archive.org/web/20151023072954/http://www.smh.com.au/national/the-shonky-awards-thermomix-tim-tams-named-as-choice-announces-dodgiest-products-20141013-115mof.html|archive-date=23 October 2015|title=The Shonky Awards: Thermomix, Tim Tams named as Choice announces dodgiest products|first=Esther|last=Han|date=14 October 2014}}</ref><ref>{{cite news|url=http://www.abc.net.au/7.30/content/2014/s4107007.htm|archive-url=https://web.archive.org/web/20151023073130/http://www.abc.net.au/7.30/content/2014/s4107007.htm|archive-date=23 October 2015|title=From Tim-Tam sham to Thermomix fix at the awards no-one wants to win|date=14 October 2014|first=Adam|last=Harvey|publisher=Australian Broadcasting Commission}}</ref>
During the Valentine's Day period of 2015, Arnott's launched Choc Raspberry and Coconut Cream flavours, again collaborating with Zumbo.<ref>{{citation|url=http://www.foodmag.com.au/on-the-shelf/two-new-flavours-for-the-tim-tam-by-adriano-zumbo|archive-url=https://web.archive.org/web/20150326203803/http://www.foodmag.com.au/on-the-shelf/two-new-flavours-for-the-tim-tam-by-adriano-zumbo|archive-date=26 March 2015|title=Two new flavours for the Tim Tam by Adriano Zumbo range|first=Jasmine|last=O'Donoghue|date=11 February 2015|publisher=Food Magazine}}</ref> In October 2015, Arnott's launched Tim Tam Choc Banana.<ref>{{citation|url=http://consumable.com.au/index.php/2015/10/12/news-tim-tam-choc-banana/|archive-url=https://web.archive.org/web/20151013032825/http://consumable.com.au/index.php/2015/10/12/news-tim-tam-choc-banana/|archive-date=13 October 2015|publisher=Consumable|title=NEWS: Tim Tam Choc Banana|date=12 October 2015}}</ref> A limited edition "mocktail" Tim Tam range was launched in February 2016 with piña colada, espresso martini and strawberry champagne variants.<ref>{{citation|url=http://www.foodanddrinkbusiness.com.au/news/tim-tam-embraces-the-mocktail-spirit|archive-url=https://web.archive.org/web/20160229080745/http://www.foodanddrinkbusiness.com.au/news/tim-tam-embraces-the-mocktail-spirit|archive-date=29 February 2016|title=Tim Tam embraces the mocktail spirit|date=12 February 2016|magazine=Food & Drink Business}}</ref> Arnott's told media in May 2016 that sales of the Tim Tam mocktail range had not met their expectations.<ref>{{cite news|newspaper=The Australian|publisher=News Corp Australia|date=24 May 2016|title=Tim Tam 'mocktail' range for women falls flat as home brands bite|url=http://www.theaustralian.com.au/business/companies/tim-tam-mocktail-range-for-women-falls-flat-as-home-brands-bite/news-story/7e7b5e3ed0f3edce169cf41482b7f6d9|first=Eli|last=Greenblat}}</ref>
Arnott's introduced toffee apple and pineapple flavours to the market in June 2016.<ref>{{cite news|url=http://www.dailytelegraph.com.au/news/new-tim-tam-flavours-punters-reject-pina-colada-strawberry-champagne-stick-with-original/news-story/15c6ee6f4078cd0b96bdabc959186041|newspaper=Sunday Herald Sun|publisher=News Corp Australia|first=Rebekah|last=Cavanagh|date=11 June 2016|title=New Tim Tam flavours: Punters reject Pina Colada, Strawberry Champagne, stick with Original|access-date=24 June 2016}}</ref> In October 2016 they added a mango variety to the range,<ref>{{cite news|url=https://consumable.com.au/news-tim-tam-mango/|title=NEWS: Tim Tam Mango|author=WILL|date=4 October 2016|archive-url=https://web.archive.org/web/20161013073932/https://consumable.com.au/news-tim-tam-mango/|archive-date=13 October 2016|website=Consumable}}</ref> and in February 2017 they launched four new flavours—including chocolate mint, salted caramel and vanilla, coconut and lychee, and black forest—in partnership with Gelato Messina.<ref>{{cite news|url=http://www.news.com.au/lifestyle/food/eat/gelato-messina-has-teamed-up-with-tim-tam-for-a-new-range-of-icecream-inspired-biscuits-and-everyone-is-losing-their-mind/news-story/5ac6e2c84975caf7748b882bf5ea2e1e|archive-date=5 February 2017|title=Gelato Messina has teamed up with Tim Tam for a new range of ice-cream inspired biscuits and everyone is losing their mind|archive-url=https://web.archive.org/web/20170205054717/http://www.news.com.au/lifestyle/food/eat/gelato-messina-has-teamed-up-with-tim-tam-for-a-new-range-of-icecream-inspired-biscuits-and-everyone-is-losing-their-mind/news-story/5ac6e2c84975caf7748b882bf5ea2e1e|url-status=live|access-date=13 February 2017|website=News.com.au|publisher=News Corp|date=26 January 2017}}</ref><ref>{{cite news|url=https://mumbrella.com.au/shut-front-door-tim-tam-launches-new-work-gelato-messina-limited-edition-range-424775|website=Mumbrella|date=8 February 2017|archive-date=13 February 2017|archive-url=https://web.archive.org/web/20170213074106/https://mumbrella.com.au/shut-front-door-tim-tam-launches-new-work-gelato-messina-limited-edition-range-424775|url-status=live|access-date=13 February 2017|first=Zoe|last=Samios|title='Shut the front door': Tim Tam launches new work for its Gelato Messina limited edition range}}</ref>
In April 2024, Arnott's released a Tim Tam flavour inspired by Jatz crackers. The collaboration was originally the subject of an April Fools' Day joke by the company in 2023.<ref>{{cite news |last= Poposki|first=Claudia|date=8 April 2024 |title=Arnott's releases 2023 April Fool's Tim Tam product|url=https://www.news.com.au/lifestyle/food/eat/arnotts-releases-2023-april-fools-tim-tam-product/news-story/693b2d92a27232efec38cda0a5938f46 |newspaper=News.com.au|access-date= 8 April 2024}}</ref>
In the United States, the original, dark chocolate, and caramel varieties are available for sale.<ref>{{Cite web|url=https://www.timtamusa.com/products/|title=Products – Tim Tam USA|website=timtamusa.com|language=en-US|access-date=2018-08-15}}</ref> In 2017, an additional flavour, dark chocolate-mint, was produced for the American market.<ref>{{cite news |last= Cenicola|first=Tony |date=30 January 2017 |title=Tim Tams, an Australian Favorite, Arrive in America |url=https://www.nytimes.com/2017/01/30/dining/tim-tams-biscuits-australian-cookie-us.html?_r=0 |newspaper=The New York Times |location=United States|access-date= 4 February 2017}}</ref>
==Marketing==
thumb|Tim Tam: Dangerous Liaisons: Chilli Choc Fling and Black Forest Fantasy 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.<ref>{{cite web |url=https://acmi.net.au/works/118145--cate-blanchett-tim-tam-commercial/ |title=Cate Blanchett Tim Tam Commercial |author=Australian Centre for the Moving Image |access-date=16 January 2023 |publisher=Australian Centre for the Moving Image}}</ref><ref>{{cite news|url=http://www.news.com.au/entertainment/tv/vintage-tim-tam-commercial-starring-oscar-winner-cate-blanchett-resurfaces-online/story-e6frfmyi-1226847901495|archive-url=https://web.archive.org/web/20160605114140/http://www.news.com.au/entertainment/tv/vintage-tim-tam-commercial-starring-oscar-winner-cate-blanchett-resurfaces-online/story-e6frfmyi-1226847901495|archive-date=5 June 2016|first=Charlotte|last=Willis|title=Vintage Tim Tam commercial starring Oscar winner Cate Blanchett resurfaces online|date=7 March 2014|publisher=News Corp Australia|website=News.com.au}}</ref> 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,<ref>{{cite news|url=http://www.theage.com.au/articles/2002/06/28/1023864654112.html|archive-url=https://web.archive.org/web/20150823120534/http://www.theage.com.au/articles/2002/06/28/1023864654112.html|archive-date=23 August 2015|title=Don't fence me in|first=Andrew|last=Drever|date=28 July 2002|newspaper=The Age}}</ref><ref>{{citation|url=http://www.ravemagazine.com.au/content/view/882/81/|archive-url=https://web.archive.org/web/20120316115707/http://www.ravemagazine.com.au/content/view/882/81/|archive-date=16 March 2012|title=N'fa|date=24 July 2006|publisher=Rave Magazine}}</ref> while a 2021 campaign cast actor and former ''The Bachelor Australia'' star Tim Robards as the "Tim Tam Genie".<ref>{{cite web|last=Murphy|first=Paige|title=The Tim Tam Genie returns with former Bachelor star Tim Robards|url=https://www.adnews.com.au/news/the-tim-tam-genie-returns-with-former-bachelor-star-tim-robards|access-date=16 January 2023|date=28 January 2021}}</ref> A female genie has also appeared in some campaigns.<ref>{{cite web|last=|first=|title=Tim Tam genie: Three wishes lead to TV fame for Cairns mum|url=https://www.cairnspost.com.au/news/cairns/kuranda-mum-melina-clark-reveals-1990s-tv-alter-ego-tim-tam-genie/news-story/156f7ad2997110816eacd5e8c7425ea9|access-date=16 January 2023|date=9 May 2018}}</ref><ref>{{cite web|last=Lucio|first=Remedios |title=Arnott's puts 'contemporary spin' on Tim Tam Genie|url=https://insidefmcg.com.au/2020/02/10/arnotts-puts-contemporary-spin-on-tim-tam-genie/|access-date=16 January 2023|date=10 February 2020}}</ref>
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.<ref>{{citation|url=http://www.lib.uts.edu.au/gta/14110/project-pink-wish|title=Project Pink Wish|publisher=University of Technology Sydney|work=Golden Target Awards|date=2007|archive-url=https://web.archive.org/web/20160624103840/http://www.lib.uts.edu.au/gta/14110/project-pink-wish|archive-date=24 June 2016}}</ref>
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.<ref>{{cite news|last=Kermond|first=Clarke|date=25 May 2012|title=Fans get a say in talkative Tim Tam ad|newspaper=The Sydney Morning Herald|url=https://www.smh.com.au/business/companies/fans-get-a-say-in-talkative-tim-tam-ad-20120524-1z7ue.html|url-status=live|archive-url=https://web.archive.org/web/20120525151026/http://www.smh.com.au/business/media-and-marketing/fans-get-a-say-in-talkative-tim-tam-ad-20120524-1z7ue.html|archive-date=25 May 2012}}</ref> 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.<ref>{{citation|url=http://advertiser-in-arabia.blogspot.com.au/2013/02/tim-tam-orchard.html|title=Marketing 3.0.: Tim Tam Orchard|first=Ayman|last=Sarhan|archive-url=https://web.archive.org/web/20160624110922/http://advertiser-in-arabia.blogspot.com.au/2013/02/tim-tam-orchard.html|archive-date=24 June 2016|date=2012}}</ref>
In late 2015, media reported that Coles was attempting to resist price rises to Tim Tam and other Arnott's products.<ref>{{cite news|url=http://www.theaustralian.com.au/business/companies/coles-arnotts-dig-in-over-tim-tam-war/news-story/9c789b7e1a39b946c207b96d1e950c60|title=Coles, Arnott's dig in over Tim Tam war|first=Eli|last=Greenblat|newspaper=The Australian|publisher=News Corp Australia|date=30 November 2015|access-date=17 April 2016}}</ref><ref>{{cite news|url=http://www.news.com.au/finance/business/retail/tim-tams-makers-arnotts-in-price-war-with-coles/news-story/f43c317c74abf5cf6fe87ae3874a6e64|archive-url=https://web.archive.org/web/20160427041827/http://www.news.com.au/finance/business/retail/tim-tams-makers-arnotts-in-price-war-with-coles/news-story/f43c317c74abf5cf6fe87ae3874a6e64|archive-date=27 April 2016|date=1 December 2015|access-date=17 April 2016|publisher=News Corp Australia|website=News.com.au|title=Tim Tam makers Arnott's in price war with Coles over biscuits}}</ref> When Coles refused the cost increase, Arnott's refused to supply the chain for two weeks.<ref>{{cite news|url=http://www.theaustralian.com.au/business/power-of-tim-tams-arnotts-puts-bite-on-coles-in-price-war/news-story/a9fb6eeb73468c2660d0bf7ec8e35564|title=Power of Tim Tams: Arnott's puts bite on Coles in price war|first=Eli|last=Greenblat|date=1 December 2015|newspaper=The Australian |publisher=News Corp Australia}}</ref><ref>{{cite news|url=http://thenewdaily.com.au/news/2015/12/01/consumers-lose-tim-tam-price-war/|title=Consumers are the big losers in Tim Tam price war|date=1 December 2015|first=Jackson|last=Stiles|access-date=17 April 2016|publisher=The New Daily}}</ref>
In 2016, to advertise Tim Tam mocktail flavours, Arnott's recruited Sophie Monk to feature in television advertisements as the face of the range.<ref>{{cite news|url=http://www.news.com.au/finance/business/manufacturing/arnotts-please-stop-messing-with-tim-tams/news-story/82afcdc739227606ca60301945318b99|archive-url=https://web.archive.org/web/20160618214404/http://www.news.com.au/finance/business/manufacturing/arnotts-please-stop-messing-with-tim-tams/news-story/82afcdc739227606ca60301945318b99|archive-date=18 June 2016|title=Arnott's, please stop messing with Tim Tams|date=27 May 2016|first=Dana|last=McCauley|website=News.com.au|publisher=News Corp Australia}}</ref>
In 2022, Tim Tams were featured in the first episode of the second season of the cooking competition show ''Snackmasters''.<ref>{{cite web|last=Perry|first=Kevin|title=How do you cook the perfect TIM TAM? SNACKMASTERS returns with a brand new season on NINE|url=https://tvblackbox.com.au/page/2022/11/28/airdate-how-do-you-cook-the-perfect-tim-tam-snackmasters-returns-with-a-brand-new-season-on-nine/|access-date=14 January 2023|date=28 November 2022}}</ref>
===National Tim Tam Day===
In order to promote the biscuit, Arnott's has proclaimed 16 February to be National Tim Tam Day.<ref>{{cite web |url=https://www.bhg.com.au/how-you-can-get-free-tim-tams-on-national-tim-tam-day |title=How you can get free Tim Tams on National Tim Tam Day|last=Barry|first=Laura|website=Better Homes and Gardens |date=February 14, 2020 |access-date=April 9, 2024}}</ref> The day has involved a number of publicity stunts; for example, in 2019 the town of Tamworth, New South Wales, was temporarily renamed "Tim Tamworth".<ref>{{cite news |last= Kopp|first=Cassandra|date=16 February 2019 |title=It's national Tim Tam Day and Tamworth is honouring the Aussie favourite accordingly|url=https://www.news.com.au/lifestyle/food/eat/its-national-tim-tam-day-and-tamworth-is-honouring-the-aussie-favourite-accordingly/news-story/d445f8b7d473086a76bc4d38e53f28b3 |newspaper=News.com.au |access-date= 9 April 2024}}</ref>
For National Tim Tam Day 2022, Arnott's released through an online store a limited-edition range of Tim Tam merchandise including a perfume, slippers and a mug.<ref>{{Cite web |last=Oh |first=Eunice |date=2022-02-22 |title=Arnott's has launched a limited edition Tim Tam perfume |url=https://www.bhg.com.au/tim-tam-perfume |access-date=2023-09-10 |website=Better Homes and Gardens |language=en-au}}</ref> The store returned in November 2022 with the release of a Tim Tam-inspired body lotion, diffuser and candle.<ref>{{Cite web |last=Fry |first=Courtney |date=2022-11-04 |title=You Can Now Slather Yourself In This New Tim Tam Body Lotion If You Wanna Smell Like A Treat |url=https://www.pedestrian.tv/style/tim-tam-body-lotion-new-range-limited-edition/ |access-date=2023-09-10 |website=Pedestrian.TV |language=en-US}}</ref>
For National Tim Tam Day 2024, Arnott's distributed samples of the biscuit renamed to "Tay Tam" in Melbourne, in honour of the singer-songwriter Taylor Swift, who was playing a concert at the Melbourne Cricket Ground for The Eras Tour.<ref>{{cite web |url=https://www.taste.com.au/food-news/arnotts-creates-special-edition-taylor-swift-tim-tams-national-tim-tam-day/mbn9omo6 |title=Arnott's creates special edition Taylor Swift Tim Tams for National Tim Tam Day |last=Mahood |first=Georgia |website=Taste.com.au |date=February 15, 2024 |access-date=February 16, 2024}}</ref>
== Tim Tam Slam == thumb|right|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)<ref>{{citation|url=http://www.timtam.com.au/Facts/TimTamSuck.asp |archive-url=https://web.archive.org/web/20011007142420/http://www.timtam.com.au/Facts/TimTamSuck.asp |title=The 'Tim Tam™ Suck' is a tradition with Tim Tam™ lovers all over the world. |publisher=Arnott's |archive-date=7 October 2001 |url-status=dead }}</ref> is the practice of drinking a hot beverage through a Tim Tam.<ref>{{cite news| url=http://www.croydonguardian.co.uk/news/454762.print/| title=Tea-sucking record attempt| date=30 January 2004| work=Croydon Guardian|archive-url=https://web.archive.org/web/20150905073503/http://www.croydonguardian.co.uk/news/454762.print/|archive-date=5 September 2015}}</ref> The opposite corners of the Tim Tam are bitten off, one end is submerged in the beverage,{{Clarify|reason=Does it matter which end?|date=March 2026}} and the beverage is sucked through the biscuit as though the Tim Tam itself were a straw.<ref>{{cite news|last1=Jackman|first1=Christine|title=Israelis give in to invasion - of biscuits|url=http://www.highbeam.com/doc/1G1-81097271.html|archive-url=https://web.archive.org/web/20150328145539/http://www.highbeam.com/doc/1G1-81097271.html|url-status=dead|archive-date=28 March 2015|work=Australasian Business Intelligence|date=25 December 2001}}</ref> The crisp interior biscuit is eventually softened and the outer chocolate coating begins to melt, at which point the biscuit is eaten.<ref>{{Cite AV media |url=https://www.youtube.com/shorts/GPYPW1Dq5do |title=The TIM TAM EXPLOSION! Natalie Imbruglia and Graham Norton |language=en |access-date=2026-03-24 |via=www.youtube.com}}</ref>
The Arnott's company used the name "Tim Tam Suck" in a 2002 advertising campaign.<ref>[https://web.archive.org/web/20020606210613/http://www.timtam.com.au/Facts/TimTamSuck.asp Arnott's Tim Tam Official Website (Internet Archive cache 6 Jun 2002)] Accessed 14 January 2008.</ref><ref>[http://findarticles.com/p/articles/mi_hb4692/is_200112/ai_n17786163 Australian Business Intelligence site search results] Accessed 14 January 2008. {{Dead link|date=October 2010|bot=H3llBot}}</ref>
In February 2019, Arnott's released a Slams-branded version of the Tim Tam biscuit.<ref>{{cite web |url=https://www.taste.com.au/articles/tim-tam-fans-meet-new-tim-tam-slams/v4puf0y1 |title=Tim Tam fans, meet NEW Tim Tam Slams! |website=Taste.com.au |access-date=April 9, 2024}}</ref>
==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.<ref>{{cite news|last=Templeton|first=Sarah|title=Internet decides NZ's Chit Chat better than Australia's Tim Tam|newspaper=Newshub |url=https://www.newshub.co.nz/home/lifestyle/2019/09/internet-decides-nz-s-chit-chat-better-than-australia-s-tim-tam.html|archive-url=https://web.archive.org/web/20230114001254/https://www.newshub.co.nz/home/lifestyle/2019/09/internet-decides-nz-s-chit-chat-better-than-australia-s-tim-tam.html|url-status=dead|archive-date=14 January 2023|access-date=14 January 2023|date=17 September 2019}}</ref> Jumbo supermarkets in the Netherlands sold a counterpart under the name "Dip&Nip Cookies".<ref>{{Cite web|title=Jumbo Dip&Nip Cookies Melkchocolade 11 Stuks 200g - Koek met chocolade|url=https://www.jumbo.com/producten/jumbo-dipnip-cookies-melkchocolade-11-stuks-200-g-386709DS|access-date=2021-03-28|website=www.jumbo.com|language=nl}}</ref> In 2021, Trader Joe's in the United States released their own take on the biscuit, branding them Aussie-style Chocolate Crème Sandwich Cookies.<ref>{{cite web|last=Kleeman|first=Sophie|title=An Australian's review of Trader Joe's imitation Tim Tams: Mediocre chocolate and not enough girth|website=Insider.com |url=https://www.insider.com/trader-joes-tim-tam-imitation-review-why-did-they-try-2021-2|access-date=14 January 2023|date=26 February 2021}}</ref>
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.<ref>{{cite news|last=Went|first=Sheree|title=Smith and fans tempt Tim Tams|url=http://www.theage.com.au/articles/2003/05/06/1051987702473.html|access-date=5 October 2013|newspaper=The Age|date=7 May 2003|archive-url=https://web.archive.org/web/20150901143640/http://www.theage.com.au/articles/2003/05/06/1051987702473.html|archive-date=1 September 2015}}</ref> The case was settled out of court. Dick Smith Foods also previously released a Tim Tam clone under the name "TTs".<ref name="SMH1"/>
== References == {{Reflist|30em}}
== External links == * {{commons category-inline}} * {{Official website|https://www.arnotts.com/brands/tim-tam}}
Category:Australian confectionery Category:Australian brands Category:Australian snack foods Category:Biscuit brands Category:Products introduced in 1964