25 July 2013 - 11:11pm | posted by | 0 comments

New flavours on the way as Tim Tams aim for brand refresh

The iconic Tim TamThe iconic Tim Tam

The iconic Tim Tam brand is about to undergo a brand refresh and marketing relaunch, according to leaked reports, which will see the introduction of new varieties to the famed range of biscuits.

Chocolate Brownie and Luscious Strawberry flavours are said to be on the way, and a new brand slogan, ‘Chocolicious’ is set to be unveiled, sources claim.

The brand refresh is also understood to include a repackaging that will see the launch of single serve biscuits sold as confectionery, supplementing the existing packeted servings. The change aims to see single Tim Tams sold in the confectionery aisles of stores, rather than as biscuits.

“Within biscuits, our iconic Tim Tam brand has exceptional awareness, but the brand is challenged by margin pressure and aggressive branding competition," said Luca Mignini, International president of the Campbell group which owns the brand.

"To defend our share and strengthen Tim Tam, we are investing in innovative flavours and new pack sizes. We want to build on the success of this year's Tim Tam Treat Packs. These are smaller-sized packs designed for treating," he said.

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