Twin-pack Tim Tams set for a slamming success in Japan

Japanese consumers are discovering what Australians have known for ages: Tim Tams are twice as good when they come in twin packs.

In September, Arnott’s launched the Tim Tam Twin Pack in Japan. The format has been available in Australia for several years, but this is the first time it is available in Japan. The new twin pack will be available exclusively at selected Maruetsu, Kasumi, Inageya and AEON Food Style stores.

The new Tim Tam product was a moment to be celebrated. The Australian Embassy in Japan hosted the official launch, attended by Deputy Ambassador to Japan Helen Stylianou, Arnott’s Managing Director International Snacking Matt Palmer and Campbell/Arnott’s Japan Commercial Manager Yosuke Wakabayashi. Representatives from key retail partners including AEON Global Merchandising Co., Ltd and United Super Markets Holdings Inc were also invited.

A highlight of the launch was a Tim Tam Slam demonstration by Deputy Ambassador Helen Stylianou and Arnott’s Matt Palmer. 

Arnott’s has exported its iconic chocolate biscuit in the standard multi-biscuit pack for more than two decades. Today the standard pack is available at major supermarkets and specialty and imported food retailers across Japan. There is strong consumer interest in Tim Tams, leading to continued expansion across key retail channels.

‘We are stoked to bring the new twin pack to Japan, a market that loves Tim Tams as much as Aussies,’ says Arnott’s Matt Palmer. ‘It reflects our commitment to bringing new products to market in line with local preferences, changing lifestyles and purchasing habits.’

The launch of the new twin pack Tim Tams was celebrated at the Australian Embassy in Japan with the Deputy Ambassador, Austrade’s General Manager North East Asia, and representatives from Arnott’s and key retailers.

A chance meeting leads to market opportunity

The opportunity to supply Tim Tams in a different product format came through a chance meeting between Arnott’s and buyers for a Japanese supermarket.

In 2025, Austrade invited buyers from AEON Global Merchandising to Fine Food Australia, the largest food and beverage trade show in the country. The buyers bumped into a representative from Arnott’s at the show, who invited them to visit the Arnott’s production facility.

Discussions followed, and a decision was made to supply the twin pack as an exclusive product for the supermarket chain.  

This solved 2 issues. It meant Arnott’s could use an existing format instead of developing a new one and, importantly, it would not compete with the distribution arrangement for the standard pack, which is held by another importer. The twin pack would also be positioned separately from the standard pack at supermarkets.

‘Austrade has been supporting Arnott’s in Japan for many years,’ says Kendall Draper, Trade and Investment Commissioner, Austrade. ‘It is encouraging to see the company continue investing in this market, strengthening its brand presence, and identifying new opportunities for growth. 

‘The launch of the new twin pack demonstrates the value of long-term commitment, market understanding, and innovation in achieving success in Japan.’

Adapt and evolve to succeed 

Arnott’s exemplifies how Australian brands can adapt, evolve and successfully expand their presence in one of the world’s most sophisticated consumer markets. 

‘New product development from scratch with major investment is not always needed,’ says Kazuko Nishikawa, Business Development Manager, Austrade. ‘Review your product range to confirm if it is still meeting market needs, or if there is room to introduce other products that might be a better fit.’

Like Arnott’s, exporters can bring new products to market under a new importer without damaging current agreements. ‘Japanese businesses respect existing arrangements and will work with exporters to come up with a solution that benefits all parties,’ says Nishikawa. 

She adds that trade shows like Fine Food Australia and Foodex in Japan, which gather exporters, distributors and buyers in one location, are a great opportunity to explore opportunities.  

‘Austrade’s business-matching program pairs export-ready clients with qualified overseas buyers,’ says Nishikawa. ‘Exporters can present their samples and speak directly with interested buyers. Face-to-face discussions can uncover important details like existing import or distribution arrangements and let you determine if your product is right for the market.’