Costco shoppers are rapidly stocking up on a beloved Australian snack that has recently expanded its reach across the United States, reflecting a growing American appetite for international food brands.
Tim Tams, the iconic chocolate-covered biscuits produced by Australian food giant Arnott’s, are now available in bulk quantities at Costco warehouses nationwide. The launch has triggered a surge of online interest, with customers sharing photos of the stock and discussing the treat across various social media platforms.
The Original Tim Tam consists of two malted chocolate biscuits separated by a cocoa-flavored filling and fully coated in chocolate. Since its debut in Australia in 1964, the brand has cultivated a dedicated global following.
Costco is offering the biscuits in six-sleeve boxes containing 66 cookies for approximately $14. This move provides American consumers with easier access to a product that was previously relegated to specialty importers and international markets.
A shopper browses products at a Costco warehouse in Queens, New York. The retailer recently began stocking Tim Tams, a popular Australian biscuit, in stores across the U.S. (Lindsey Nicholson/UCG/Universal Images Group / Getty Images)
Social media has been a primary catalyst for the product’s popularity. Many new consumers are discovering the “Tim Tam Slam,” a traditional Australian method of eating the biscuit. This ritual involves biting off opposite corners of the cookie and using it as a straw to sip coffee or tea, allowing the biscuit to soften before it is eaten.
The technique has gone viral through TikTok and celebrity endorsements. Australian actress Isla Fisher demonstrated the process on “The Kelly Clarkson Show,” and “Succession” star Sarah Snook shared the ritual during an appearance on NBC’s “The Tonight Show Starring Jimmy Fallon.”
The viral success of Tim Tams highlights a broader trend of international brands successfully penetrating the U.S. market by leveraging social media to introduce foreign traditions and flavors to a wide audience.
For Costco, the addition of Tim Tams is part of a strategic effort to offer members unique products not found at traditional grocery stores. The warehouse retailer continues to differentiate itself through exclusive items, limited-time offerings, and the strength of its Kirkland Signature private-label brand.
Tim Tam products are displayed at an event in Los Angeles on June 9, 2016. The Australian biscuit brand recently became available at Costco stores across the U.S. (Chris Weeks/Getty Images for General Pants Co. / Getty Images)
This rollout coincides with Costco’s ongoing commitment to value. The company recently implemented price reductions on several Kirkland Signature staples, including chocolate-covered almonds, chicken wings, and golf balls, as executives maintain a focus on lowering costs for members whenever possible.
A shopper browses in the aisles of a Costco Wholesale Corp. warehouse in Brooklyn, New York, on Wednesday, July 25, 2012. (Victor J. Blue/Bloomberg via Getty Images / Getty Images)
By combining exclusive product launches with competitive pricing and private-label quality, Costco has managed to sustain strong demand even as households prioritize budget-conscious shopping.
Additionally, the retailer has invested in operational upgrades, including enhanced checkout technology and expanded digital membership features, to streamline the shopping experience and increase transaction efficiency.
