Arnott's

Corporate brand

Arnott's Group is an Australian food company and the country's largest biscuit producer, known for brands including Tim Tam, Jatz, Shapes, SAO, Iced VoVos and Tiny Teddy.

Last updated November 4, 2026

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Overview

Arnott's Group is an Australian food manufacturer whose central business is the production and marketing of biscuits, crackers and snack foods. Its history began with Scottish immigrant William Arnott, who established a bakery in Morpeth, New South Wales, in the late 1840s and moved to a Newcastle bakery in 1865. The Newcastle operation developed into Arnott's Steam Biscuit Factory, producing bread, pies, biscuits and cakes for local residents and ships using the port. The company gradually expanded distribution from Newcastle to Sydney and other Australian markets. Arnott's growth during the twentieth century was shaped by consolidation in Australia's fragmented biscuit industry. It merged with Brisbane manufacturer Morrows in 1949 and subsequently formed relationships with or absorbed a number of regional producers, including Motteram & Sons, Menz Confectionery, Brockhoff Biscuits, Guest's Biscuits, and Mills and Ware. These transactions helped create a national portfolio spanning sweet biscuits, shortbread, crackers and snack products. The business remained under family control until 1975, with descendants of William Arnott among its senior leaders. The company became a wholly owned subsidiary of Campbell Soup Company in 1997 after Campbell, which had held a stake since the 1980s, acquired the remaining shares. The transaction generated controversy in Australia because Arnott's was viewed as a major domestic consumer brand, and some observers feared that foreign ownership could weaken its Australian identity. Manufacturing nevertheless continued in Australia, although the Melbourne factory closed in 2002. Arnott's later acquired Snack Foods Limited in 2002; that snack-food business was sold in 2008 and became Snack Brands Australia. Arnott's portfolio is built around products with strong cultural recognition in Australia. Tim Tam is its best-known chocolate biscuit, while other major lines include Monte Carlo, Iced VoVos, Scotch Finger, Milk Arrowroot, Shapes, Jatz, SAO, Salada and Tiny Teddy. The company also produces crispbreads, wafers, cookies, chocolate-coated biscuits and other packaged snacks. Its brands are sold through supermarkets, convenience outlets, food-service channels and export markets, with products adapted or distributed across the Asia-Pacific region. Campbell Soup Company agreed in 2019 to sell Arnott's to private-equity firm Kohlberg Kravis Roberts. The business subsequently adopted the Arnott's Group name in 2020. Following the ownership change, the group broadened its scope through acquisitions and partnerships in cereal and snack foods. It announced the purchase of Freedom Foods Group's cereal and snack operations in 2020, acquired a majority stake in Diver Foods in 2021, and bought New Zealand cracker company 180degrees later that year. These businesses were brought together under the Good Food Partners division. The group has continued investing in regional manufacturing and logistics. It opened a new factory in Avondale, New Zealand, in 2023, marking a return to manufacturing there after a lengthy absence, and opened a large automated distribution centre at Huntingwood in Sydney in the same year. Arnott's also modernised its corporate identity in 2020 with a streamlined parrot logo, while retaining the traditional emblem on Australian biscuit packaging. The group remains active across Australia and the wider Asia-Pacific food market, with more than 4,000 employees reported across the region in the reference material.

History

Arnott's traces its origins to William Arnott's biscuit-making enterprise in Newcastle, New South Wales, established in 1865. The business grew from a local bakery into a large-scale Australian manufacturer by developing packaged biscuits suited to changing household shopping habits and by building recognition around dependable recipes and distinctive product names. The company became national in scope through a series of combinations during the middle decades of the twentieth century. In 1950, William Arnott Pty Ltd acquired a half interest in Adelaide biscuit manufacturer Motteram & Sons. The resulting company was renamed Arnott Motteram Ltd in 1952. Further acquisitions and mergers brought together other Australian biscuit businesses, including Brockhoff Biscuits, Guest's Biscuits in Victoria, and Mills and Ware in Western Australia. Menz Confectionery was also part of the company's historical merger activity. The consolidated business was subsequently known as Arnott's Biscuits Pty Ltd, giving the brand a national manufacturing and distribution base. Arnott's product heritage was built across both sweet and savoury categories. Tim Tam became the company's signature chocolate biscuit, while Shapes, SAO and Jatz strengthened its presence in savoury snacking. Other long-running products, including Milk Arrowroot, Monte Carlo, Nice, Ginger Nut, Iced VoVo, Tiny Teddy and Wagon Wheels, helped make the brand a recurring part of Australian family shopping and hospitality occasions. Campbell Soup Company entered Arnott's ownership structure as a shareholder during the 1980s and acquired the company in full in 1997. Arnott's then became a wholly owned subsidiary of Campbell and a central asset within Campbell's international operations. The ownership change generated public debate in Australia concerning foreign ownership of an iconic domestic food manufacturer, although the business continued to operate its established biscuit brands. Campbell later undertook a broad restructuring and divestiture program. In 2019 it agreed to sell Arnott's, together with certain other international assets and operations, to KKR for US$2.2 billion in cash. The deal also included licensing arrangements allowing selected Campbell brands to continue being used in specified markets. Following the transaction, Arnott's operated under KKR ownership as part of The Arnott's Group. The post-2019 group has sought growth both through its established biscuit portfolio and through adjacent food categories. It acquired cereal and snack manufacturing assets connected with Freedom Foods in 2020 and agreed to buy a 75 percent stake in Diver Foods in 2021. The intended combination formed Good Food Partners, expanding the group's capabilities in cereals and snacks while retaining Arnott's as its flagship biscuit business. Marketing has evolved from product-led advertising toward broader campaigns about connection, sharing and contemporary relevance. In 2018, Arnott's promoted Shapes around football and rugby viewing occasions through the 'Moments That Shape the Game' campaign, while 'Open Something Real' encouraged interpersonal connection. During the pandemic period, the brand also used rapid social and product activity to engage consumers, including a British-themed Tim Tam concept developed for audience participation. From 2022, the 'Little Moments' master-brand campaign used emotional storytelling and a broader media approach, including greater investment in regional Australia. Arnott's remains active in Australia and selected international markets, balancing heritage products with new formats, adjacent snack categories and modern brand communications.

2021
Diver Foods investment
[4]Arnott's acquisitions to lead to new business unit: Good Food Partnersfoodbusinessnews.net
The group agrees to acquire a 75 percent interest in Diver Foods, supporting the creation of Good Food Partners.
2020
Cereal and snack expansion
[4]Arnott's acquisitions to lead to new business unit: Good Food Partnersfoodbusinessnews.net
Arnott's agrees to acquire cereal and snack assets associated with Freedom Foods.
2019
KKR agrees to acquire Arnott's
[3]Campbell Soup sells Arnott's to KKR for $2.2Bfooddive.com
Campbell agrees to sell Arnott's and selected international operations to KKR for US$2.2 billion in cash.
1997
Campbell acquires Arnott's outright
[2]Arnott's Groupen.wikipedia.org
Campbell Soup Company completes the acquisition of Arnott's, making the Australian biscuit business a wholly owned subsidiary.
1952
Arnott Motteram Ltd formed
[2]Arnott's Groupen.wikipedia.org
The Motteram business becomes part of the Arnott Motteram structure as the company continues consolidating Australian biscuit manufacturers.
1950
Investment in Motteram & Sons
[2]Arnott's Groupen.wikipedia.org
William Arnott Pty Ltd purchases a half share in Adelaide biscuit maker Motteram & Sons.
1865
William Arnott establishes the biscuit business
[2]Arnott's Groupen.wikipedia.org
William Arnott establishes the business in Newcastle, New South Wales, laying the foundation for the later Arnott's Group.

Products and positioning

An iconic, mainstream Australian food brand built around trusted household biscuits, shared occasions and a combination of everyday value and indulgent treats.

Chocolate-coated biscuit · 1964
Tim Tam
Arnott's best-known chocolate biscuit brand, built around chocolate biscuits joined by a filling and coated in chocolate. Tim Tam is positioned as an indulgent treat and has become the group's strongest international product identity, with seasonal, limited and flavour-led variations used to maintain interest.
Savoury cracker
Shapes
A range of shaped savoury crackers distinguished by strong seasoning and multiple flavour variants. Shapes are marketed for informal sharing, entertaining and sporting occasions and are particularly associated with Australian and New Zealand snack culture.
Savoury crackers
SAO and Jatz
Long-established savoury cracker brands serving everyday snacking, spreads, cheese boards and entertaining occasions. They provide Arnott's with a substantial presence beyond sweet and chocolate biscuits.
Sweet biscuits
Milk Arrowroot and Nice
Traditional sweet biscuit lines associated with tea breaks, family consumption and baking. Their longevity supports Arnott's positioning as a familiar household pantry brand.
Filled and iced biscuits
Monte Carlo and Iced VoVo
Classic Australian biscuits with distinctive fillings or toppings. These products contribute heritage and premium-indulgence cues within Arnott's sweet biscuit portfolio.
Children's biscuit snack
Tiny Teddy
Small teddy-shaped sweet biscuits designed for children's snacking and lunchbox occasions. The playful form is a central part of the product's appeal.
Cereal and snack foods · 2021
Good Food Partners portfolio
A group division created around cereal and snack manufacturing assets associated with Freedom Foods and Diver Foods. It broadens the parent group's food capabilities beyond biscuits and includes brands and facilities acquired through those transactions.

Controversies

1997
Arnott's biscuits recalled after extortion threat
The company recalled Monte Carlo biscuit products after receiving threats that packets had been poisoned. Arnott's publicly disclosed the threats and demands in newspaper advertising while managing the national food-safety crisis.
Source
1997
Monte Carlo biscuit extortion and recall
Arnott's received threats alleging that Monte Carlo biscuit packets had been poisoned in South Australia and Victoria. The company conducted a major recall and disclosed the threats publicly. The prosecution of the alleged extortionist was later dropped because of conflicting evidence.
Source
1997
Controversy over Campbell Soup Company ownership
Campbell Soup Company's acquisition of Arnott's generated public controversy in Australia because of concerns that a prominent national food brand would no longer remain Australian-owned or could be culturally altered by its American parent.
Source

2022Little Moments
Australia
A master-brand campaign sought to make Arnott's more contemporary while reinforcing the emotional role of biscuits in everyday shared occasions. Agency reporting cited market-share, volume and sales improvements in the first six months.
Source
2020The British Collection
Australia
Arnott's responded to a topical political and cultural conversation by inviting Australians on Instagram to vote on a British-inspired Tim Tam concept. The activity was developed rapidly during lockdown and used social participation to generate attention for the brand.
Source
2018Moments That Shape the Game
Australia · New Zealand
A Shapes campaign used football and rugby contexts to present the product as part of sharing food with friends and family during major sporting periods.
Source
2018Open Something Real
Australia
A master-brand campaign encouraged Australians to prioritise authentic face-to-face connection and framed Arnott's biscuits as a prompt for meaningful shared moments.
Source

Brand decisions

2021
Creation of Good Food Partners platformM&A
Background
Arnott's sought to extend its Australian food-manufacturing platform into cereals and adjacent snack categories.
Action taken
The group combined Freedom Foods cereal and snack assets with a planned majority investment in Diver Foods.
Aftermath
The transactions created a broader cereal and snack division alongside Arnott's core biscuit operations.
Source
2019
Sale to KKRM&A
Background
Campbell pursued international divestitures as part of a restructuring and debt-reduction program.
Action taken
Campbell agreed to sell Arnott's and selected international operations to KKR for US$2.2 billion in cash.
Aftermath
Arnott's continued as a privately held business under KKR and was developed as part of The Arnott's Group.
Acquisition price. US$2.2 billion (2019 transaction)
Source
1997
Campbell acquisition of Arnott'sM&A
Background
Campbell Soup Company had held a shareholding in Arnott's since the 1980s and moved to full ownership in 1997.
Action taken
Arnott's became a wholly owned Campbell subsidiary.
Aftermath
The business became a core part of Campbell's international portfolio until its later sale to KKR.
Source

Recent events

2021.11.23
Reported2021.11.23
McDonald's announces limited-edition Tim Tam McFlurry[10]麦当劳宣布推出限量版Tim Tam McFlurrydailymail.com
McDonald's and Arnott's announced a limited-edition Tim Tam McFlurry for Australia, combining vanilla ice cream, Tim Tam biscuit pieces and milk chocolate sauce. The article said it was scheduled to be available nationwide at restaurants from December 1, with an earlier one-week exclusive on UberEats from November 24.
2020.08.28
Reported2020.08.28
The Arnott’s Group launches a new corporate brand identity[11]Arnott’s Group推出新的企业品牌形象mumbrella.com.au
The Arnott’s Group launched a new corporate brand identity created by The Edison Agency and introduced The Arnott’s Group as the entity above brands including Arnott’s, Campbell’s, Prego and V8. The new logo is not consumer-facing and does not change the Arnott’s biscuit-packet logo.
2020.02.06
Arnott's announces George Zoghbi as CEO[12]Arnott's宣布任命George Zoghbi为首席执行官miragenews.com
Arnott's announced the appointment of George Zoghbi as chief executive officer, effective March 2020.
2020.01.31
Reported2020.01.30
MKR: The Rivals announces 2020 season partners[13]《MKR: The Rivals》公布2020季合作伙伴mumbrella.com.au
Seven's MKR: The Rivals announced its partners for the 2020 season, with Coles, A2 Milk, DeLonghi Group, KFC and Yellowtail returning and Arnott’s and Hyundai joining as new partners.
Unconfirmed
Reported2019.10.30
FAO Schwarz opens a store in Dublin[14]FAO Schwarz在都柏林开设门店irishtimes.com
Toy retailer FAO Schwarz opened a 6,000-square-foot store in Arnotts in Dublin, its fourth location internationally.

Sources14 sources

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