Tim Tam shrinkflation? Arnott’s addresses truth behind viral photo
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In the world of sweet treats and chocolatey delights, few confections hold a place in the Australian heart quite like the Tim Tam.
This iconic biscuit has been a staple of tea times and coffee breaks for generations, with its irresistible layers of biscuit and cream coated in a thin layer of chocolate.
But recently, a photo has stirred up a storm in a teacup over the beloved Tim Tam, leading to a surprising revelation from Arnott's, the makers of this cult classic.
The controversy began when Amanda Catalano, a Tim Tam enthusiast, voiced her dismay over what she perceived as 'shrinkflation'—a term used to describe the process where products shrink in size or quantity while their prices remain the same or increase.
Catalano's accusation was aimed at the new Tim Tam Deluxe Cafe Latte, a recent addition to the Tim Tam family that promised a more indulgent experience for biscuit aficionados.
‘I haven’t bought a packet of Tim Tams in years. I think I’ve just been offered them,’ she said.
‘I haven’t actually opened a packet since the days of—remember the Tim Tam commercials of the 90s and early 2000s?’
She played a snippet of a commercial starring Cate Blanchett, in which the packets were brimming with biscuits, with no gaps in sight.
‘This is what I’ve always remembered. Stacked side-by-side, no gaps in the middle. There is 11 biscuits,’ she said.
Fast forward to today, and Catalano's comparison of the new Deluxe edition to those of yesteryear showed a stark difference.
‘Look at that, there are eight! Three biscuits missing,’ she declared.
‘Like, what is that space in between? That’s ridiculous.’
The video spread like wildfire across social media platforms, igniting debates and dividing opinions.
But before the biscuit crumbled under public scrutiny, Arnott's stepped in with some 'home truths' to set the record straight.
‘Tim Tam has not changed the size of our existing products in recent years,’ the spokesperson said.
‘Tim Tam Original, with its undeniable flavours of smooth chocolate, tasty biscuit crunch and a luscious, velvety centre, continues to have 11 biscuits in a pack.’
‘This has not changed in decades, being the same number seen in the 1994 advertisement with Australian actress Cate Blanchett.’
‘Our most indulgent range, Tim Tam Deluxe, launched in 2022 and contains eight biscuits. Each Tim Tam Deluxe biscuit weighs 20 per cent more than a Tim Tam Original biscuit, containing not only more chocolate per biscuit but also an extra gooey centre.’
‘To avoid any confusion, the gram size and biscuit amount are clearly displayed on the front of all packs.’
Despite the initial uproar, many social media users defended the brand.
‘The semi deluxe are nine-packs, and the deluxe are eight-packs. Been like that for 15+ years,’ one user commented.
Another said, ‘It’s only the deluxe ones that are eight, the normal ones are 11.’
‘Double coat packs are the closest you’ll get to the old thickness, and they have 11 in a pack,’ a third added.
‘These have always been eight biscuits,’ a fourth said.
‘I forgot to Google this yesterday. I bought a packet of normal caramel ones for the first time in years and there’s only nine,’ another user commented.
You can watch Amanda’s video below:
Credit: @amanda.catalano / TikTok
So, dear members, what are your thoughts on this Tim Tam tussle? Have you noticed changes in your favourite products over the years? Share your experiences and opinions in the comments below!
This iconic biscuit has been a staple of tea times and coffee breaks for generations, with its irresistible layers of biscuit and cream coated in a thin layer of chocolate.
But recently, a photo has stirred up a storm in a teacup over the beloved Tim Tam, leading to a surprising revelation from Arnott's, the makers of this cult classic.
The controversy began when Amanda Catalano, a Tim Tam enthusiast, voiced her dismay over what she perceived as 'shrinkflation'—a term used to describe the process where products shrink in size or quantity while their prices remain the same or increase.
Catalano's accusation was aimed at the new Tim Tam Deluxe Cafe Latte, a recent addition to the Tim Tam family that promised a more indulgent experience for biscuit aficionados.
Amanda Catalano was disappointed with Tim Tams because of ‘shrinkflation’. Credit: @amanda.catalano / TikTok
‘I haven’t bought a packet of Tim Tams in years. I think I’ve just been offered them,’ she said.
‘I haven’t actually opened a packet since the days of—remember the Tim Tam commercials of the 90s and early 2000s?’
She played a snippet of a commercial starring Cate Blanchett, in which the packets were brimming with biscuits, with no gaps in sight.
‘This is what I’ve always remembered. Stacked side-by-side, no gaps in the middle. There is 11 biscuits,’ she said.
Fast forward to today, and Catalano's comparison of the new Deluxe edition to those of yesteryear showed a stark difference.
‘Look at that, there are eight! Three biscuits missing,’ she declared.
‘Like, what is that space in between? That’s ridiculous.’
The video spread like wildfire across social media platforms, igniting debates and dividing opinions.
But before the biscuit crumbled under public scrutiny, Arnott's stepped in with some 'home truths' to set the record straight.
‘Tim Tam has not changed the size of our existing products in recent years,’ the spokesperson said.
‘Tim Tam Original, with its undeniable flavours of smooth chocolate, tasty biscuit crunch and a luscious, velvety centre, continues to have 11 biscuits in a pack.’
‘This has not changed in decades, being the same number seen in the 1994 advertisement with Australian actress Cate Blanchett.’
‘Our most indulgent range, Tim Tam Deluxe, launched in 2022 and contains eight biscuits. Each Tim Tam Deluxe biscuit weighs 20 per cent more than a Tim Tam Original biscuit, containing not only more chocolate per biscuit but also an extra gooey centre.’
‘To avoid any confusion, the gram size and biscuit amount are clearly displayed on the front of all packs.’
Despite the initial uproar, many social media users defended the brand.
‘The semi deluxe are nine-packs, and the deluxe are eight-packs. Been like that for 15+ years,’ one user commented.
Another said, ‘It’s only the deluxe ones that are eight, the normal ones are 11.’
‘Double coat packs are the closest you’ll get to the old thickness, and they have 11 in a pack,’ a third added.
‘These have always been eight biscuits,’ a fourth said.
‘I forgot to Google this yesterday. I bought a packet of normal caramel ones for the first time in years and there’s only nine,’ another user commented.
You can watch Amanda’s video below:
Credit: @amanda.catalano / TikTok
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