Tim tams, one of Australia’s favourite chocolate biscuits, are now available in more flavours than ever before. Some of you might have wondered “Are they as tasty as the original?” or “Are they worth trying?” I conducted a small group taste test to (hopefully ) answer your questions.
Six people, four female and two males, joined for tasting. One by one, they tried five flavours currently being sold on shelves and ranked them from 1 to 5 according to preference. They also decided on a desirable price for each flavour.
Four out of the six participants agreed that they like this flavour the best. Their desirable per package varies from $ 2.80 to $4.00, very close to the actual price.
“The original has a distinct taste which makes Tim Tam”
“A bit too sweet, but accompanies tea well.”
“Can’t beat the original”
2. Double Coat
Although Double Coast was beaten by the Original flavours by two participants, it seems minor. Same price range as Original was applied to Double Coat. Some participants were not sure why they placed this as second favourite.
“Nice, not much different to the regular one”
“A good biscuit, but not better than the original”
Pina Colada, Choc Banana, and Strawberry Champagne are unique in that they are only sold in certain supermarkets, and only for a limited time. This seems to be a good stimulus for consumers to try some of them, at least once. Arnott’s marketing attempt, however, failed for our six participants.
3&4. Pina Colada and Choc Banana
At the taste test, all three flavours were ranked as less preferable. Only one participant actually liked them. She described Choc Banana as “tasteful”, the smell of Pina Colada as a “yummy smell combination”, while the rest said it “tastes very artificial” and has a “yukky aftertaste”. Most of them found Choc Banana as “too sweet”. Pina Colada even confused one of them: “I like them but for the wrong reason. I can’t say why I like them.”
5. Strawberry Champagne
The Strawberry Champagne flavour was not welcomed warmly at all. One disappointed participant couldn’t help expressing his feeling as “Strawberry Champagne, aka. Rat Poison”, “I wouldn’t even eat it if it was free.”
“Artificial, soapy aftertaste”
“Perfume-like flavour…I don’t like it”
Apparently, everyone prefers classic flavour over the limited edition flavours.
So, Original or Double Coat?
Honestly speaking, it is not very clear to me whether the Original and the Double Coat has that much of a difference in terms of the taste. It seems that the results varied according to each individual, some found the original to be a bit sweeter, while for others, the opposite was true. As of objective perspective, the thickness of chocolate which covers the biscuit is 2 to 3mm for Double Coat, while the Original is around 1 mm, which might affect its crunchiness or softness. In addition, Double Coat has a smooth surface, while the original has a rather rough surface like other flavours.
Overall, all participants love both Original and Double Coat the best. I also asked about their dream Tim Tam flavours. Two out of six participants answered “raspberry and white choc”, others said “choc mint “and “white choc and caramel”. It is interesting that everybody sticks to the basic flavours Tim Tam already has. May Tim Tams stay basic and beloved for now and forever.