Arnott’s reveals only half of the nation’s population have heard of the Tim Tam Slam, dubbing it the nation’s best-kept secret

Latest research shows the Tim Tam is the number one iconic Aussie treat with 90% of Australians admitting to eating Tim Tams, but only half know what a Tim Tam Slam is!

Nothing says ‘Australian icon’ quite like the Tim Tam does, and although this chocolate-flavoured sweet treat is a staple in many Aussie homes, it turns out that only one in two people know the secret to take it to the next level… by doing the Tim Tam Slam.

According to recent research released by Arnott’s, a whopping 90% of Australians eat Tim Tam biscuits, with 4.1 million Aussies confessing to succumbing to this delicious treat on a weekly basis. And while their popularity is undeniable (they are Australia’s number 1 chocolate biscuit), it has been revealed that only one in three Aussies have actually tried the cult ritual of slamming their Tim Tam.

For the 50% of Australians that don’t know what the Tim Tam Slam is, it is the practice of drinking a hot or cold beverage through a Tim Tam, where the Tim Tam acts as a straw. It is inarguably one of the most enjoyable ways to eat a Tim Tam, and quite possibly one of Australia’s best-kept secrets.
So, what else has Arnott’s uncovered about Aussies and their beloved Tim Tam?

Aussie treat icons

Despite there being an abundance of iconic Australian treats available, Aussies have declared that Tim Tams are their favourite Aussie treat (42%), followed by lamingtons (25%), pavlova (22%) and ANZAC biscuits (15%). But despite Aussies deeming Tim Tam as their preferred treat of choice, a shocking one-in-ten (13%) only eat them on special occasions. Who are these people!? Isn’t every day a special occasion?

Tim is a little sweeter than Tam

Interestingly, it seems men have a sweeter tooth for Tim Tams, as the findings uncovered that men (25%) are more likely than women (17%) to eat Tim Tams weekly. Furthermore, while Tim Tams are the reigning favourite of all iconic Aussie treats, men are more likely than women to choose Tim Tams as their favourite Australian sweet treat (45% and 38% respectively).

Nothing says ‘Straya’ like a Tim Tam Slam

And since Tim Tams are favoured by most, when visiting Australia, doing the Tim Tam Slam almost tops the list of must-do activities for international travellers (31%), only surpassed by cuddling a koala (58%) and going to an AFL match (32%).

For those who are aware of the Tim Tam Slam, Aussies have dubbed their favourite flavours as Original (39%), Dark Chocolate (16%) and Double Coat (16%). More than half (54%) of respondents aged between 25-34 go for a double choc fix, dubbing hot chocolate as their beverage of choice to slam with, but coffee is still the overall reigning favourite (62%).               

Matt Grant, Tim Tam Marketing Manager said: “We know Aussies love Tim Tam, and have done so for over 50 years, but we were surprised to find that only 50% know about the Tim Tam Slam.

“At Arnott’s, we think the Tim Tam Slam is the perfect ritual for taking Tim Tam indulgence to the next level and we want everyone to experience the deliciousness. Each Tim Tam Slam is unique to the individual, so we’re starting a movement to help Aussies get the most out of their Tim Tam and asking everyone to #sharetheslam with their friends, their family, their work colleagues and with the nation.”


For further information contact: 

Amy Wagner, Campbell Arnott’s

E: [email protected]

M: +61 420 371 576