Campbell Soup to make Tim Tam biscuits ‘permanent fixture’ in US with new single-serve pack

By Douglas Yu

- Last updated on GMT

Tim Tam has seen a repeat purchase rate of 27% in US retail. Pic: Pepperidge Farm
Tim Tam has seen a repeat purchase rate of 27% in US retail. Pic: Pepperidge Farm

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Campbell Soup’s global biscuits and snacks division has brought Tim Tam single-serve packs to the US and has set about educating consumers on the Tim Tam Slam.

The Australian-made biscuits brand was first brought​ to the US in January this year by Pepperidge Farm, maker of Milano cookies and part of Campbell Soup's business.

“We’re really excited about the success of Tim Tam biscuits in the US,”​ said Chris Foley, SVP and CMO at Pepperidge Farm. “Already, we’ve seen a repeat purchase rate of 27%. Consumers have been reacting extremely positively to the product and describe it as being totally different from the typical cookie experience.

“We’re looking forward to the stats that result from our first full year this January.”

The single-serve pack was created exclusively for US consumers to share, said Foley.

“They are apt to share them with one or more friends and even post or tweet about that experience,”​ he said. “Single serve will allow for increased sampling and sharing.”

The products, available in Original, Classic Dark, Chewy Caramel and Dark Mint flavors, retail for $4.99 per pack from most major US supermarkets, grocery stores and mass merchandisers.

More than a chocolate-covered biscuit

Tim Tam has been a “staple treat”​ among Australians since the brand was first introduced to market in 1964, Foley told BakeryandSnacks. In the meantime, a tradition unique to the brand, called Tim Tam Slam, in which snackers bite off both ends of the biscuit and drink through it as a straw, also became popular.

“We knew that with the right approach, we would make Tim Tam successful in the US.​ It’s so much more than a chocolate-covered biscuit, but it’s not quite as intense as a candy bar.

"Because we see Tim Tam as a unique option to the US, there aren’t any specific competitors," ​he contended.

Pepperidge Farm hopes to make Tim Tam a “permanent fixture”​ to the US market, as well as the Tim Tam Slam.

“We’re excited to see the growth the brand has already seen after just 10 months,”​ Foley said. “I think there will be increased opportunities to introduce more [Campbell Soup’s] brands to new markets around the world.”

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