Australia’s beloved Tim Tam biscuit has taken the UK by storm, sparking a viral sensation as it lands on Waitrose shelves for the first time. The cult-favourite treat-two malted biscuits sandwiched with a chocolate cream filling and coated in rich chocolate-has seen a 202% surge in online searches on Waitrose.com within just 24 hours of its debut. Social media influencers have raced to stores, sharing their excitement and reviews, with posts like “TIM TAMS IN THE UK!” racking up hundreds of thousands of views overnight.
Why Tim Tams Are Trending
- UK Debut Goes Viral: The arrival of Tim Tams in the UK has ignited a frenzy, with shoppers eager to try the biscuit that Aussies have loved since 1964. The Original, Chewy Caramel, and Dark Chocolate varieties are now available, and the new “Extra Chocolaty” edition promises an even more indulgent experience with a thicker chocolate coating.
- Social Media Buzz: Tim Tams have become the UK’s most obsessed-over Aussie snack, topping popularity charts and inspiring viral content across TikTok and Instagram. British fans are comparing them to Penguins, but many say Tim Tams are richer and more satisfying.
- Tim Tam Slam: The iconic “Tim Tam Slam”-biting off both ends and using the biscuit as a straw for hot drinks-has captivated new fans. One in three Australians has tried it, and now UK snack lovers are joining the trend.
New Flavours and Limited Editions
Arnott’s, the brand behind Tim Tam, continues to innovate with new and limited-edition flavours. Recent launches include the “Strawberries & Cream” biscuit, described as the prettiest Tim Tam yet, and seasonal releases like Choc Banana, Turkish Delight, and even Espresso Martini. These creative twists keep fans coming back for more, while the classic Original, Double Coat, and Chewy Caramel remain bestsellers.
Tim Tam Day and Giveaways
The UK celebrated its first-ever Tim Tam Day on February 16, mirroring Australia’s annual tradition. To mark the occasion, Arnott’s launched promotions and giveaways, including chances to win a year’s supply of Tim Tams, further fueling demand and excitement.
Global Cookie Craze
The Tim Tam phenomenon is part of a broader global cookie and biscuit boom, with consumers seeking both nostalgic favourites and bold new flavours. The market is projected to reach $135 billion by 2027, driven by indulgence, innovation, and viral trends.
In summary: Tim Tams are not just a biscuit-they’re a cultural icon now going global, with the UK embracing the Aussie treat in record numbers. With viral social media buzz, new flavours, and national celebrations, Tim Tam mania shows no signs of slowing down.