Australia’s Arnott’s Biscuits is to launch its iconic Tim Tam brand in the UK next month as the company undergoes a major expansion.

Arnott’s, which is owned by the Campbell Soup Company, has put in place a large-scale marketing campaign for the launch of Tim Tams, which are on a par with Vegemite for cult status in Australia.

Tim Tams will go head to head in the UK with United Biscuits’ Penguin brand, which is an almost identical product.

Under new managing director Walter Bugno, Campbell Asia Pacific is launching a raft of products and pushing into new markets. Tim Tams recently appeared in Canada and fresh soups have been launched in Japan. Thailand and China are also being courted as new markets.

Arnott’s has also created a “new horizons” development team to come up with product innovations. Arnott’s has seen its biscuit market share in Australia drop from 70% 20 years ago to 56% as new competitors have entered the region.

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By GlobalData