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They’re Baaaaccckkk! Pepperidge Farm Treats Americans to a Sweeter Winter Season with the Return of Tim Tam™ Cookies

Australia’s Favorite Cookie Available Nationwide for Limited Time



NORWALK, C.T., October 14, 2009 – Last winter, Pepperidge Farm created an unprecedented cookie craze when it brought Australia’s favorite cookie, Tim Tam, to the U.S. for a limited time. Americans immediately understood why this iconic and delectable chocolatey ‘biscuit’ made by bakers at Arnott’s, a sister company of Pepperidge Farm1, has been so loved by Aussies for more than 40 years. Now, Pepperidge Farm is pleased to announce Tim Tam cookies will return for a limited time each year between the months of October and March!


The number one chocolate biscuit in Australia, Tim Tam cookies are truly irresistible! Beneath a smooth layer of heavenly chocolate fudge, between two layers of crispy biscuits, a mouthwatering layer of chocolate crème awaits. Pepperidge Farm is pleased to offer Tim Tam cookies in three decadent varieties. Chocolate Crème and Caramel are available at major supermarkets and grocery stores nationwide. And, making its debut this year, new Tim Tam Classic Dark will be offered exclusively in Target stores across the country.


To help spread the word about the return of Tim Tam cookies, Pepperidge Farm has partnered with one of the cookies’ biggest and most discerning fans, Gail Simmons, judge of Bravo’s Emmy-nominated show Top Chef. “I can’t tell you how thrilled I am that Tim Tam cookies are back in the U.S.,” said Simmons, a food critic, trained chef, and Food & Wine magazine contributor. “They are such a phenomenon in Australia and now people here have the opportunity to experience a genuine taste of Australia in their own homes.” I think people will love sharing Tim Tam cookies with their friends and families this winter…I know I will!”


Gail is providing consumers in New York City with an extra sweet treat on Wednesday, October 14th at 12:30p.m. when she will open one of the first cases of Tim Tam cookies to make its way to American soil at South Street Seaport’s Pier 17 and share the contents with fans.


Consumers will have additional opportunities to celebrate their love of Tim Tam cookies through various activities on www.ILoveTimTamCookies.com. Tim Tam fanatics are asked to share their passion by uploading a personal photograph or video. Each month, one photograph submission winner and one video submission winner will be awarded the ultimate prize: A Tim Tam cookies party pack including a free case of the delicious cookies, a single-use disposable camera, coffee mugs and a $10.00 music gift card, all of which will help set the scene for the ultimate Tim Tam celebration. Aside from the contest, consumers can use the web site to connect with others who share a love for the cookies, learn about becoming Tim Tam Facebook fans and Twitter followers, and even sign up for exclusive email updates from Pepperidge Farm.


“In keeping with the tradition of our founder, Margaret Rudkin, Pepperidge Farm is thrilled to offer Tim Tam cookies to American consumers. Margaret searched the globe to bring back delectable cookies and crackers to the U.S. that are now beloved icons to Americans, much like Tim Tam biscuits are to Australians,” said Brian Immel, Business Director, Adult Snacks at Pepperidge Farm. “We are excited to bring these scrumptious cookies back for the many Americans who enjoyed them last year, as well as to introduce Tim Tam to additional consumers through an extended release and broader distribution this winter.”


Fans are also encouraged to follow Pepperidge Farm on Twitter at http://www.twitter.com/PepperidgeFarm to learn about Tim Tam tweet-ups and sampling events in New York city that will take place at the many Australian-themed restaurants and bars throughout the city in late October and November.


Pepperidge Farm® Tim Tam® cookies are available from October 2009 through March 2010. Tim Tam Chocolate Crème and Caramel cookies are sold at major supermarkets, grocery stores and mass merchandisers nationwide. Tim Tam Classic Dark cookies are sold exclusively in Target stores nationwide. All three varieties are sold with a suggested retail price of $3.39. For additional information, please visit www.pepperidgefarm.com and www.ILoveTimTamCookies.com.


About Pepperidge Farm
Pepperidge Farm, Incorporated, based in Norwalk, Connecticut, is a leading provider of premium quality fresh bakery products, cookies, crackers, and frozen foods. The company was named the number one place to work in Connecticut in the large companies category of the Best Places to Work in Connecticut competition for 2009. Among the company’s most popular products are Chocolate Chunk and Milano® cookies, Goldfish® crackers, and more than 50 varieties of fresh baked breads including Swirl, Pepperidge Farm Farmhouse™, 100% Natural and Whole Grain. The company recently added Ecce Panis® gourmet artisan breads to its portfolio.


Pepperidge Farm was founded in Connecticut in 1937 by Margaret Rudkin, an entrepreneurial homemaker who began baking fresh, all-natural bread for her allergy-afflicted son. The company is now a nationwide business with 9 manufacturing facilities, almost 5,000 employees, 3,500 independent distributorships operating 4,000 trucks, and over $1.45 billion in sales. Pepperidge Farm has been part of the Campbell Soup Company since 1961.




1 Both Pepperidge Farm and Arnott’s are subsidiaries of Campbell Soup Company.


CONTACTS:


Geri Allen
Pepperidge Farm
203-846-7351
geri_allen@pepperidgefarm.com


Leslie Villwock
DeVries Public Relations
646-253-0232
lvillwock@devries-pr.com