There was a collective "crunch" across New Zealand yesterday as Kiwi kids tried to break a world record for the most people biting into an apple simultaneously.
Hawke's Bay had six primary schools taking part in The Big Crunch, alongside more than 18,000 pupils from 48 primary schools throughout the country.
Tamatea Primary School in Napier had 175 pupils taking part.
"There was a lot of laughter and a lot of crunching - we thought someone might lose a tooth, but that didn't happen," principal Wiremu Pearson said.
"It was good day to have it, because our health squad hands out a healthy breakfast on Fridays so the record ties in with that. Anything we can do to promote healthy eating, we try to get involved."
In order to co-ordinate the attempt, a live countdown was carried out by Olympic silver medallist, Sarah Walker, on Classic Hits at 2.13pm.
Every participant had to be signed off by their teacher, before names were sent to Auckland and collated.
While figures had not been tallied yet, they were on track to beat the current record of 9329, held by a group of American schools from Muskegon County, Michigan.
Enza supplied thousands of apples as sponsor of the event, and were amazed at the number of schools which put their hands up to get involved.
"Our target was 20,000 and we're fairly confident that we'll now reach that number but, in the end, regardless of the final total this is all about having fun and promoting a healthy eating message," Enza marketing manager Rosstan Mazey said.
Enza will also be donating a portion of the purchase price of Jazz apple Snacker Packs to Kidscan, for the month of May.
The first Big Crunch was held in New Zealand in 1992, with the backing of Sir Peter Blake.
Since then similar attempts had been made in Australia and the United States.