"300 Million Packs Consumed Annually" Australia's National Snack 'Tim Tam' Even Has Its Own Day [Delicious Stories]

Beyond a Snack, Now a Cultural Symbol
Featured as the "Face" of the UK-Australia FTA
Unique Marketing Campaigns Every Tim Tam Day

Editor's NoteIt is said that the earliest snacks were discovered in the ancient Mesopotamian civilization. In other words, snacks have been present at every moment in human history. From biscuits and chocolate to ice cream, we bring you delicious stories behind the treats we love.

Every year on February 16, Australia celebrates "Tim Tam Day." Tim Tam is a chocolate snack produced by Arnott's Biscuits, one of Australia's largest confectionery companies. There are events where city names are temporarily changed to Tim Tam, and even trade negotiations mention Tim Tam, making it more than just a snack-it has become a cultural symbol of Australia.

A National Snack Consumed in 300 Million Packs Annually by 27 Million Australians

Tim Tam is a sandwich-style biscuit made by filling chocolate spread between two chocolate-coated biscuits. Since its first production in 1964, it has established itself as Australia's national snack. According to data released by Arnott's Biscuits earlier this year, 3,000 Tim Tams are produced every second in factories across Australia, and 27 million Australians consume 300 million packs of Tim Tam each year. The packaging of Tim Tam sold in Australia features the phrase "There is no substitute," demonstrating the confidence of the country’s undisputed number-one snack.

Anots Biscuit's chocolate snack Timtam. The core marketing slogan "There is no substitute" is visible. Anots Biscuit

There is also a unique way to eat Tim Tam. Known as the "Tim Tam Slam," this method involves biting off both ends of the biscuit to create a straw, then using it to sip hot milk or coffee. As the beverage soaks into the Tim Tam, the biscuit becomes soft and mushy, and once you eat the melted Tim Tam, the Tim Tam Slam is complete.

Former UK Prime Minister Boris Johnson (right) and former Australian Prime Minister Scott Morrison exchanging Australian snack Tim Tam and British snack Penguin Biscuits to celebrate the conclusion of the 2021 UK-Australia Free Trade Agreement (FTA). Photo by X Capture

Every year on February 16, Australia holds commemorative events for Tim Tam Day. In 2019, the city of Tamworth in New South Wales even temporarily changed its name to "Tim Tamworth." Tim Tam played a prominent role as the "face" of Australia during the conclusion of the 2021 UK-Australia Free Trade Agreement (FTA). At that time, former UK Prime Minister Boris Johnson personally held up a pack of Tim Tam and said, "The UK has given Australia Penguin (a popular British biscuit), so now Australia should give the UK Tim Tam," offering his congratulations.

A Snack Named After a Champion Racehorse, with Unique Marketing Strategies

Tim Tam was created by Ian Norris, the senior food developer at Arnott's Biscuits. While traveling in the UK in 1958, Norris discovered the chocolate biscuit called Penguin. Determined to develop a "better version" of Penguin, he devoted himself to research and eventually created a new chocolate biscuit. Tim Tam and Penguin, which is still produced in the UK, are very similar in form-both consist of two chocolate-coated biscuits with chocolate spread inside. The main difference is that Penguin biscuits are hard, while Tim Tam biscuits are soft and crumbly.

TeamTam (left) and Penguin Biscuit. Ian Norris, former senior food developer at Anots Biscuit, developed TeamTam inspired by the penguin. Screenshot from an online community

The management of Arnott's Biscuits decided to officially commercialize the snack Norris developed in 1964. Ross Arnott, the third president of Arnott's Biscuits, was particularly fond of the snack and even named it after his favorite champion racehorse, "Tim Tam." It was also Ross Arnott's decision to designate February 16 as Tim Tam Day and launch an aggressive promotional campaign.

Tim Tam’s unique marketing continues to this day. In 2022, Arnott's Biscuits released limited-edition Tim Tam perfume, Tim Tam candles, Tim Tam body lotion, and Tim Tam diffusers in celebration of Tim Tam Day. On its website, Arnott's described the Tim Tam perfume as "a unisex aromatic product with notes of caramel, chocolate, and sandalwood." Last year, to coincide with the global sensation of American singer Taylor Swift's "Eras Tour," the company even temporarily changed the product name from Tim Tam to "TayTam."