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Tim Tam, the iconic Australian biscuit brand, has launched its much-anticipated White Chocolate variety in the UK market, responding to a surge of consumer demand.

Available since 3 September at Sainsbury’s stores nationwide, the new product is quickly gaining traction among British consumers, contributing to Tim Tam's status as the fastest-growing biscuit brand in the country.

The introduction of Tim Tam White comes after numerous requests from fans on social media platforms, reflecting the growing popularity of white chocolate in the snack category.

The biscuit features a layered structure, combining a crunchy white biscuit base, a velvety cream centre and a smooth white chocolate coating, designed to appeal to both existing fans and new customers alike.

Amber Dutkiewicz, market development manager for Tim Tam, said: “It’s been great to see the overwhelmingly positive response to the launch of Tim Tam in the UK. With the demand from consumers on social media, we knew it was time to bring the irresistible Tim Tam White to the UK. We can’t wait for Brits to finally try it.”

The retail price for Tim Tam White is set at £2.50, positioning it competitively within the premium biscuit segment.

Tim Tam, first introduced in 1964 by Arnott’s, has established itself as Australia’s favourite biscuit, renowned for its unique combination of textures and flavours.

The brand has a strong presence in Australian supermarkets and is now making significant inroads into international markets, starting with the UK.