Tim Tam Luscious Strawberry

January 29, 2014 at 18:29 | Posted in biscuits | 1 Comment
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timtamstrawberrypackHold the front page! Stop the presses! There’s a new Tim Tam in town.

Actually, dear reader, I have to admit to noticing these prior to Christmas. I suspect they are a seasonal line. My sincere apologies that it has taken so long for this news to get to my blog. I hope they are still available, in case you want to try them. Or perhaps, after reading the below, you may not…

At the risk of introducing some bias and prejudice before we even start, I have to confess a strong suspicion about strawberry-flavoured sweetmeats. Whilst I love a fresh strawberry as much as the next person (although possibly not as much as my two year old daughter, who can consume them by the punnet-load before them hurtling around and around the house in a hyperactive frenzy), anything ‘strawberry flavour’ is inevitably a disappointment. (With the possible exception of strawberry jam, which can be quite good with thick cream on scones ).

However, I tried to put this thought out of my head an approach these with an open mind. To help counter my bias, I also invited a colleague to sample them with me, and to share his views.

timtamstrawberrybiscuitThey are constructed like any regular Tim Tam, with a regulation-issue milk chocolate coat and the standard chocolate biscuit. The creme filling, however, is lurid pink – quite startlingly so. As you bring one to your lips, the first thing you note is the strong strawberry aroma. This is actually very promising; it has good strawberry-ish tones and certainly seems a step up from the average.

When you first bite into the biscuit, you get quite an overwhelming strawberry taste – the chocolate hardly gets a look in. And it’s not too bad – eyebrows were raised at this point, and my colleague was heard to remark ‘Hmm- actually quite good!’. However, as you continue chewing it starts to pall; it all gets a bit sickly and overdone. When you swallow, you’re left with a strong aftertaste – and one that, unfortunately, has  a distinct artificial tang, like a cheap ‘strawberry’ lolly.

Notwithstanding the sickly filling (which I guess might be to some people’s taste, rather like the Turkish Delight Tim Tam), this aftertaste is really the only fault. On balance, them, Arnott’s have done pretty well as far as strawberry flavour goes, but being better than a weak competition does not make for a great biscuit. I’m going to give this four out of ten.

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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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