Squiggles Explained

Squiggles
Currentowner:Griffin's Foods
Producedby:Griffin's Foods
Country:New Zealand

Squiggles is a brand of chocolate biscuit manufactured by Griffin's Foods in New Zealand.[1] In Australia, Squiggles, just like other Griffin's products, are sold as home brands and do not use the "Squiggles" name.

History

In 2015 Griffin's partnered with Tip Top to make a limited edition Jelly Tip flavoured biscuit.[2] The following year they partnered again and created a Goody Goody Gum Drops biscuit.[3] Goody Goody Gum Drops is bubble gum flavoured ice cream from New Zealand which is laced with gum drops.[4] In 2017 three new flavours were created: Banana Blast, Chocolate Overload and Strawberry Fizz.[5]

In the 1980s the first Squiggles flavour was created — Candy Squiggles.[6] It was discontinued in 2019, which caused public outcry. They were later brought back to shelves in 2023, with Griffin's saying that they listened to New Zealand.[7] [8] [9] [10]

In 2019 Griffin's trademarked the physical shape and appearance of Squiggles biscuits. Because the biscuit shape is a non-conventional trademark (i.e. not a brand word or logo), Griffin's had to prove that consumers associate the shape of the biscuits with the company Griffin's, not the Squiggles brand.[11]

In February 2024 a Pineapple Lump flavoured squiggle was released.[12]

Flavours

Notes and References

  1. Web site: Mcilraith . Brianna . 2 June 2023 . Are Toffee Pops and Squiggles half-price in Australian supermarkets? . 24 February 2024 . Stuff.
  2. Web site: Hits . The . Jelly and Ice Cream flavoured Squiggles are now in New Zealand and they're delicious . 2024-02-24 . The Hits . en.
  3. Web site: Walters . Laura . 9 April 2016 . Choc Bar Mallow Puffs and Goody Goody Gum Drops Squiggles hit shelves on Monday . 2024-02-24 . Stuff.
  4. News: McClure . Tess . 2022-10-28 . Iconic New Zealand ice-cream flavour Goody Goody Gum Drops to be removed from shelves . 2024-02-24 . The Guardian . en-GB . 0261-3077.
  5. News: 3 July 2017 . Squiggles gets 'Xtreme' . 2024-02-24 . Newshub . en.
  6. Web site: 2023-03-27 . The Return Of Candy Squiggles . 2024-02-24 . Supermarket News . en-US.
  7. News: 13 March 2023 . Candy squiggles make an iconic return . 2024-02-24 . Newshub . en.
  8. Web site: Clark . Poppy . 29 October 2023 . The great biscuit scandals of Aotearoa . 24 February 2024 . Stuff.
  9. Web site: Candy Squiggles are back after half a decade and omg we should so have a shared lunch . 2024-02-24 . theedge.co.nz . en.
  10. Web site: 13 March 2023 . An original returns: Iconic Kiwi favourite Griffin's biscuit Candy Squiggles makes comeback . 2024-02-24 . . en-NZ.
  11. Web site: Griffiths . AJ Park-Amanda . Nelson . Gillian . 2020-03-11 . A win for non-traditional trade marks: Griffin's successfully registers two biscuit shape marks . 2024-02-24 . Lexology . en.
  12. Web site: Squiggles has a new flavour inspired by an iconic Kiwi lolly and we just smashed a whole pack . 2024-03-18 . theedge.co.nz . en.
  13. Web site: Chapman . Madeleine . 2020-04-26 . All 142 biscuit flavours in New Zealand ranked from worst to best . 2024-02-24 . The Spinoff . en.

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