Tim Tam Crush Honeycomb

June 22, 2011 at 10:57 | Posted in biscuits | Leave a comment
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It’s called ‘brand extensibility’. Take the name from a successful product and apply it to something else, and perhaps the halo will rub off (to mix a metaphor). Done well, it makes the brand more powerful and draws in consumers with a wider range of high quality choices. Done badly it turns people away as the brand becomes tarnished by an inferior product.

So how have Arnott’s done with their ‘Tim Tam Crush’ range? The idea seems to be to remove the top biscuit from a Tim Tam, pile more filling on top, embed bits of stuff into it, and then coat it in chocolate.

Personally, I think this is  a bad idea from the start. Tim Tams have, by definition, two biscuits forming a sandwich. Something with an unenclosed filling only on the top is not a sandwich in my book, whatever the Danes might say.

Still, I tried to put my prejudices aside to sample the Tim Tam Crush Honeycomb; in which the ‘filling’ (topping?) is mixed with pieces of hokey pokey. They look quite interesting, with the honeycomb bits poking out through the chocolate coating. However, to eat they lack something. They are soft when you bite into them, and there’s just too much sweet sickly stuff. Tim Tams (other than the marvellous dark chocolate varieties) have a tendency to being slightly over-sweet in any case, and this just amplifies that. So what are they lacking? Probably a biscuit on the top, to be honest. Why mess with a winning formula?

So the verdict is that this is not a winner in the brand extensibility stakes. Call ’em something else, Arnott’s, because these rather sickly biscuits are not worthy of being called Tim Tams. I’m going to give these a six out of ten.

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