It’s the end of an era after Griffins announced they will be retiring the iconic cookie bear after 57 years.
Griffins said they will be “refreshing” the packaging “to make it clearer and easier to find your favourite biscuits”.
“The new pack design focuses on the Griffin’s brand and the biscuits themselves and appeals to a wider range of Kiwi biscuit lovers,” the company said.
“While the packaging is changing for our Chockie Chippies, Hundreds & Thousands, Stripes and Shrewsbury biscuits, consumers can expect the same quality, recipe and great taste,” they added.
However, the Cookie Bear mascot will remain its Cookie Bear Mini Bears biscuit snack packs.
The bear we all know and love was developed in 1968 by Hudson’s and was a marketing strategy that had significant appeal at the time, making use of the fluffy bear’s charming image to promote brand loyalty among young consumers.
Hudson’s was eventually sold to Griffin’s in 1989, which continued using Cookie Bear on its biscuit packaging and in marketing.
Although his popularity never quite returned to his time in the 70s, Griffin’s loved Cookie Bear enough to keep the mascot around for another 36 years.
Haere atu rā king.
Photo Credit: Ambos Mundos Family Food Blog
