Arnott's
Corporate brand
UnclaimedArnott'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 October 14, 2026
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]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 agrees to acquire cereal and snack assets associated with Freedom Foods.
- 2019
KKR agrees to acquire Arnott's
[3]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]Campbell Soup Company completes the acquisition of Arnott's, making the Australian biscuit business a wholly owned subsidiary.
- 1952
Arnott Motteram Ltd formed
[2]The Motteram business becomes part of the Arnott Motteram structure as the company continues consolidating Australian biscuit manufacturers.
- 1950
Investment in Motteram & Sons
[2]William Arnott Pty Ltd purchases a half share in Adelaide biscuit maker Motteram & Sons.
- 1865
William Arnott establishes the biscuit business
[2]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.
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.
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.
Marketing campaigns
- 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.
- 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.
- 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.
- 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.
Brand decisions
2021
Creation of Good Food Partners platformM&ABackground
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.
2019
Sale to KKRM&ABackground
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)
1997
Campbell acquisition of Arnott'sM&ABackground
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.
Recent events
- 2023
Arnott's opens Avondale factory in New Zealand[2]
Other
The company opened a manufacturing facility in Avondale, marking its return to New Zealand production after approximately 25 years.
- 2023
Arnott's opens automated Huntingwood distribution centre[2]
Other
Arnott's opened a 43,000-square-metre automated distribution centre at its Huntingwood site in Sydney.
- 2022
Arnott's launches the Little Moments campaign[5]
Campaign
A master-brand campaign sought to reinforce emotional relevance across generations and was reported by its agency to have improved market share, volume and sales performance in its first six months.
- 2021
Arnott's expands into cereal and snack manufacturing[4]
M&A
The group agreed to acquire 75 percent of Diver Foods and combine it with previously acquired Freedom Foods cereal and snack assets in the Good Food Partners division.
- 2021
Arnott's acquires stake in Diver Foods[2]
M&A
The group acquired a 75 percent stake in Diver Foods as part of its expansion into adjacent food categories.
- 2021
Arnott's acquires 180degrees[2]
M&A
Arnott's acquired New Zealand cracker company 180degrees, strengthening its presence in premium and adjacent snack categories.
- 2020
Arnott's changes corporate name and logo[2]
Other
The business adopted the Arnott's Group name and introduced a modernised version of its traditional parrot corporate mark. The historic logo continued to appear on Australian biscuit products.
- 2020
Arnott's announces acquisition of Freedom Foods cereal and snack operations[2]
M&A
Arnott's announced plans to acquire cereal and snack assets associated with Freedom Foods Group and to manage the activities through its Good Food Partners division.
- 2019
Arnott's sold by Campbell Soup Company to KKR[3]
M&A
Campbell announced the sale of Arnott's and selected international operations to KKR for US$2.2 billion in cash, as part of Campbell's international divestiture and debt-reduction strategy.
- 2019
Campbell agrees to sell Arnott's to KKR[2]
M&A
Campbell Soup announced an agreement to sell its international biscuits business, including Arnott's, to affiliates of KKR. The transaction returned Arnott's to independent ownership outside Campbell's corporate structure.
Showing the 10 most recent.
Sources13 sources
- 1Arnott's official websitearnotts.com
- 2Arnott's Groupen.wikipedia.org
- 3Campbell Soup sells Arnott's to KKR for $2.2Bfooddive.com
- 4Arnott's acquisitions to lead to new business unit: Good Food Partnersfoodbusinessnews.net
- 5About Arnott's 'Little Moments' campaignsaatchi.com.au
- 6Arnott's dips deep to embrace regional mediaboomtown.media
- 7Campbell Arnott's launches 'Moments That Shape the Game'campaignbrief.com
- 8Arnott's pulls at the heartstrings with latest campaigninsidefmcg.com.au
- 9Boris Johnson, top secret recipes, and the evolution of Arnott's marketingmumbrella.com.au
- 10KKR completes acquisition of Campbell's international biscuits businesskkr.com
- 11Arnott's Appoints George Zoghbi as CEOmiragenews.com
- 12MKR: The Rivals announces sponsors for 2020, including new partnersmumbrella.com.au
- 13US toy retailer FAO Schwarz opens Dublin storeirishtimes.com
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