It's very rare that a company puts its trust in the public to help with their products.
While the phrase 'the customer is always right' does ring true for a lot of things, if we left everything up to the consumer we would probably have replicas of Boaty McBoatface play out across industries.
But Arnott's has decided to put faith in the Australian public to see what flavour they should create for their next Tim Tam.
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They're thinking of bringing out either Double Choc Caramel Cream or Coconut Cream.
The first is described as 'two crunchy choc biscuits sandwiched together with a toffee style caramel flavoured cream, covered with a thick coat of milk chocolate', while the other is 'two crunchy choc biscuits sandwiched together with a sweet, creamy coconut flavoured cream, covered in milk chocolate'.
Matt Grant, Arnott's Marketing Manager said: "There's no denying that Tim Tam is Australia's most-loved chocolate biscuit with its uniquely indulgent combination of biscuit, cream filling and chocolate coating.
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"We know that our Tim Tam fans go crazy for new flavours, which is why we wanted to give them the power this time, by asking them to decide on our next new and exciting flavour! And we can't wait to see what they decide!"
Voting will run until June 2 with the winner to be announced the following day. The winner will then be stocked exclusively at Coles supermarkets from August 31.
According to the website, the Double Choc Caramel is in the lead and controls 61 per cent of the vote at the time of writing.
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Earlier this year, Arnott's debuted four new Tim Tam flavours and they were pretty epic.
Supermarket aisles were stocked with Sunshine Coast Strawberries, Murray River Salted Caramel, Manuka Honey and Gisborne Orange & Dark Choc in January.
They certainly sound a little more elaborate than your standard Tim Tam and there's really something there for everyone, right?
Each flavour is meant to evoke something about where it's from, according to news.com.au.
Featured Image Credit: Bilby