Since I tried the varieties of Tim Tams originating from Arnott’s collaboration with Gelato Messina, I’ve been obsessing over the whole new-flavours-for-old-products thing.
For those who can’t guess, Gelato Messina is an ice-cream company. The business has grown from their first store in Darlinghurst, Sydney—est. 2002—to Las Vegas. And although Messina hasn’t arrived in regional Australia, they do have a Queensland foothold at Coolangatta. Messina’s 2014 hardcover recipe book laid the foundation for national recognition, but the Tim Tams venture provides an opportunity to reach far-flung supermarket shoppers for whom the book is invisible.
But what does Arnott’s—now owned by giant American company Campbell Soup Company—get out of the deal?