Campbell Soup Co. is embarking on a national push in the US for its Australian biscuit brand Tim Tam.

The company first tested Tim Tim in the US in 2009 with limited distribution. Campbell has decided to sell push Tim Tam throughout the US and is selling four varieties in the country’s mass, supermarket and grocery store channels.

“With nearly 50% of all eating occasions in the US being snacks, Tim Tam is a huge growth opportunity for us,” the spokesperson told just-food. “This proper US introduction is the next step in taking this authentic Australian cookie global.”

Campbell is supporting the push behind Tim Tam with a campaign dubbed “It’s not a cookie, it’s a Tim Tam”. The spokesperson added: “We have developed a marketing plan that will build awareness and trial with new consumers as well as appeal to current adorers, who are mainly Australians living in the US.”