“With nearly 50% of all eating occasions in the US being snacks, Tim Tam is a huge growth opportunity for us,” he added. “Our new ‘It’s not a cookie, it’s a Tim Tam’ campaign will help to drive differentiation from the category, generate intrigue and drive purchase interest.”
TIM TAMS USA TRIAL
Meanwhile, Pepperidge Farm posted total dollar sales of around $375m in the category compared to Kellogg's $591m, during the same period.Īsked how Tim Tam would compete with major US confectionery players following the product launch, the company said it has developed a marketing plan that will build awareness and trial with new consumers as well as appeal to current followers, who are mainly Australians living in the US, Utke mentioned. In the US cookies category alone, Oreo maker Mondelēz has posted total dollar sales of over $3bn, making it the category leader, according to IRI data that includes the total US multi-outlets with c-store for the latest 52 weeks ending Aug 7, 2016. Marketing plan to compete with major confectionery playersĬonfectioneryNews has reported major confectioners have been developing snack products that target chocolate consumers in the past year.įor example, Hershey developed a range of cookie layer crunch products in December 2016, shortly after Mondelēz planned to tackle the US chocolate market alone with Milka Oreo and Green & Blacks, following a failed bid to acquire Hershey.
TIM TAMS USA FREE
The US-Australia Free Trade Agreement (FTA) entered into force in 2005, and the US two-way trade with Australia was $26.6bn in 2009, according to the US government website. US President Donald Trump signed the executive action of withdrawing the US from Trans-Pacific Partnership (TPP) on Monday.īut Utke said, “There is already a US-Australia bilateral free trade agreement in place that eliminates tariffs on our products, separate from the TPP." “This is a big part of what will make Tim Tam successful, both from a packaging standpoint as well as via communications.” Not affected by President Trump’s decision on TPP “While there are many consumers in the US market who are familiar with Tim Tam, we’ll focus on awareness and education,” he said. Utke said the dark mint flavor was designed exclusively for the US consumers after product research and learnings. All of the varieties are available at major supermarkets, grocery stores and mass merchandisers nationwide for a suggested retail price of $3.49.ĭark mint-flavored Tim Tam is exclusively designed for the US consumers.
Tim Tam biscuits are available in four varieties in the US: Original, classic dark, chewy caramel and dark mint. This proper US introduction is the next step in taking this authentic Australian cookie global.” īefore joining the Pepperidge Farm team, Utke previously worked for the confectionery firm, the Topps Company, and Kraft Foods, according to his LinkedIn account.
“Since then, we’ve applied the learnings from our go-to market needs and the strength of Tim Tam as a global brand. “In 2009, we conducted a test-and-learn under Pepperidge Farm in very limited distribution ,” director of adult snacking at Tim Tam US and Pepperidge Farm, Scott Utke, said.
Both Pepperidge Farm and Arnott’s are owned by the Campbell Soup Company. Tim Tam is currently the only Arnott’s brand that is available in the US, and is distributed through Connecticut-based commercial bakery Pepperidge Farm.
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