Costco shoppers rush to buy the iconic snack as it arrives across the country
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Costco shoppers are finding Australian convenience foods that have recently hit shelves across the United States, highlighting the growing demand for international food brands among American consumers.
Tim Tams, the chocolate-covered biscuits made by Australian food giant Arnott's, are now available in bulk packs at Costco warehouses nationwide. The product's arrival generated significant attention online, with shoppers sharing photos of stocked shelves and discussing the cookies across social media.
The Original Tim Tam consists of two cocoa-dipped chocolate biscuits filled with flavor and covered in chocolate. The brand, which has been a staple in Australia since 1964, has established a loyal following beyond its home market.
Costco sells the product in six-sleeve boxes of 66 cookies for about $14, giving American consumers wider access to a snack that was primarily available through specialty stores and international grocers.
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A shopper browses products in a Costco warehouse in Queens, New York. The retailer has just started stocking Tim Tams, Australia's popular biscuit, in stores across the US (Lindsey Nicholson/UCG/Universal Images Group/Getty Images)
Social media has played a major role in driving interest. Many first-time buyers are introduced to the “Tim Tam Slam,” a popular Australian tradition in which consumers bite off opposite corners of a biscuit, use it as a straw to drink coffee or tea, and eat the soft cookie before it melts.
This technique has gained visibility through TikTok videos and celebrity shows. Australian actress Isla Fisher previously promoted the Tim Tam Slam on “The Kelly Clarkson Show,” and “Succession” star Sarah Snook demonstrated the tradition during an appearance on NBC's “The Tonight Show Starring Jimmy Fallon.”
The viral appeal of Tim Tams underscores a broader trend of international food brands finding new audiences in the US, especially when social media helps introduce consumers to products and cultures that may not be familiar outside their home countries.
For Costco, the launch also reflects the retailer's ongoing effort to provide members with products they may not be able to find elsewhere. The grocery giant has relied heavily on specials, limited-time offerings and its Kirkland Signature private-label brand to differentiate itself from traditional grocery chains and competing in-store clubs.
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Tim Tam products are showcased at an event in Los Angeles on June 9, 2016. The Australian biscuit brand has just become available at Costco stores across the US. (Chris Weeks/Getty Images for General Pants Co. / Getty Images)
The release of Tim Tams comes as Costco continues to emphasize the importance of consumers. The retailer recently highlighted price cuts on several Kirkland Signature products, including chicken wings, chocolate-covered almonds and golf balls, as executives reiterated their goal to lower prices whenever possible.
A shopper browses the aisles of a Costco Wholesale Corp. store. in Brooklyn, New York, on Wednesday, July 25, 2012. (Victor J. Blue/Bloomberg via Getty Images/Getty Images)
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A combination of specialty products, private label offerings and competitive prices have helped Costco maintain strong consumer demand as many households focus on stretching their grocery budgets.
Costco also invested in operational improvements, including expanded digital membership capabilities and payment technology designed to improve shopping speed and enhance the customer experience.
