Arnott’s refreshes brand and logo

Chris Pash
By Chris Pash | 28 August 2020

Arnott’s, which sold millions more Tim Tams during lockdown, has refreshed its corporate brand identity. 

The launch coincides with Arnott’s strongest financial performance in recent years and the first since the sale of the business to investment firm KKR in December last year.

The Arnott’s Group has sets its sights on building a regional powerhouse of consumer food brands, based in and run from Australia.

The identity is designed to express this next generation of the business by capturing its proud history, including the vibrant colours of the parrot which is one of the most recognisable brand symbols in Australia.

The new corporate identity is not consumer facing, and there is no change to the Arnott’s logo that is currently on Australians’ favourite packet of biscuits.

“We have a fantastic legacy, a strong business and a plan for growth by building a world-leading group of businesses from right here in Australia," says Arnott’s Group CEO George Zoghbi. 


“Our business began as a family group led by William Arnott and bonded by their spirit and determination to succeed. Today we are proud and privileged to have a locally-run operation built on local ingredients, quality, freshness and authenticity.”

“In all our markets, our food is made locally using predominantly local ingredients. ”

“Across Australia, we work with the farmers who harvest our wheat, the bakers and chefs who bring our biscuits, soups and snacks to life and our partners who keep grocery shelves stocked so Aussies can always find their favourite brands in store. We have a responsibility to continue that legacy for many generations to come.”

The Arnott’s Group finished the year to June in a strong financial position in part as lockdown restrictions led to more people cooking and snacking at home.

Between March and June, an extra 4 million packs of chocolate biscuits, an additional 2 million cans of soup, an extra 2.7 million packs of stock and 1 million more bottles and packs of V8 Juice were sold.

Overall sales grew by 6%  on the back of increases in Australia, New Zealand, Malaysia, Japan and Hong Kong and, through growth in exports.

Key performers included Tim Tams (270 million individual biscuits sold), Campbell’s soups products (over 5 million sold) and V8 juice bottles and packs (nearly 3.5 million sold).

Over the next three years, The Arnott’s Group will expand its reach across key geographies in Asia Pacific, a move the company is calling the Tim Tam takeover.

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