
According to Mignini, it was through innovation that the Arnott’s Tim Tam brand (which is owned by Campbell International) was able to reclaim customers that it lost to the sales of rival brands and cut-price private-label biscuits.
The Tim Tam brand launched its portion controlled Adriano Zumbo range earlier this year, which helped Arnott’s to reclaim customers and boost its share of the sweet biscuit category to 59 percent, as well as increase its majority share of the chocolate biscuit category to 80.9 percent.
Together with a renewed strategy locally, Arnott’s plans to launch its savoury biscuit range, Shapes, into the Indonesian market this year. It will also be looking to launch its Tim Tam range into other South East Asian countries.
“The launch of Shapes in Indonesia this year will be the biggest launch since the inception of Arnott's and actually I do see personally Asia as a big playground for both Arnott's and Tim Tams in particular,' Mignini said.