Walking through the supermarket the other day, I was surprised to see the tasty Australian Tim Tam biscuit placed right next to a “Regional Products” banner. The Tim Tam biscuit has been hanging around in French supermarkets for a while now, and their shift from the “world products” aisle to the biscuit aisle was already quite a jump. Their new location has now had the local banner of approval added, so locals will take notice. This is great advertising for the biscuity goodness, and it will save me from my duty as an Australian to explain to anyone standing next to them in the biscuit aisle that they’re the best biscuit ever and they won’t regret buying them. I’m not kidding about that, by the way: I have hassled more than one French person into agreeing to purchase the imported biscuit. However, let me be clear here, Carrefour: Tim Tams are not from Haute Savoie.
Meanwhile, posh French supermarket Monoprix has gone a step further, claiming Tim Tams as a product of France. Look, France, you have the monopoly on crepes, croissants, champagne and cheese, and they’re just your famous products beginning with the letter “C”. You cannot claim the Tim Tam. This piece of heaven is definitely Australian. It’s flattering that French supermarkets think so highly of a biscuit from a country which really has no claim on any original food (we could talk about the origins of pavlova all day long, and although cheesy bready dip is a taste sensation with a typically descriptive Aussie name, it’s not even that well known in Australia for us to properly claim it). Flattery gets you lots of places, France, but not when it comes to Tim Tams.