Griffin’s returns Cookie Bear mascot to biscuit packets following public backlash

Griffin’s is reintroducing its iconic Cookie Bear mascot to biscuit packets less than a year after he was removed in a hot-button redesign.

The popular snack company, founded in Nelson in 1864, quietly dropped Cookie Bear from packaging in April last year, telling the Herald it was “refreshing” the packaging “to make it clearer and easier to find your favourite biscuits”.

At the time, Griffin’s said the redesign would shift focus towards the brand and appeal “to a wider range of Kiwi biscuit lovers”.

Yet 10 months on, the bow tie-clad bear has returned to his original place on the revamped packets, with Griffin’s saying his absence from shelves has been deeply felt.

“While Griffin’s knew Cookie Bear was loved by Kiwis, his time away revealed just how deep that connection runs,” the company said.

“Among the thousands of comments shared online, many New Zealanders spoke about Cookie Bear as more than just packaging.

Cookie Bear is one of New Zealand's most recognisable brand mascots.

“People described him as part of their childhood, a familiar face in kitchen cupboards, and a small but steady presence across generations.

“One supporter even launched a Change.org petition calling for his return, underscoring that Cookie Bear’s place in Kiwi homes extended well beyond the pantry shelf.”

The revised design would be rolled out in stores this week, with Cookie Bear making a permanent reappearance on the packets of Chockie Chippies, Hundreds & Thousands, Stripes and Shrewsburys.

The decision to drop the iconic mascot from packets after 57 years triggered a spate of criticism from Griffin’s own customers, with many pointing out the power of Cookie Bear’s nostalgic appeal.

Griffin's quietly removed Cookie Bear from their updated design in April. Photo / Facebook

“The true test of a creative, inspiring marketing team is how they can blend the tradition of a brand’s identity with fresh, fun and modern changes; throwing out the old for something new is just lazy, and heartbreaking. Who signed off on this? Dum-de-do better, Griffins," one customer wrote.

One mother with autistic children further highlighted Cookie Bear’s real-world practicality, saying it was unlikely she’d purchase the sans-bear packets given the absence of the important visual cue.

“Visual pictures of the food they eat is important to them and they are very much ‘stuck’ on only eating the food they do, that have the EXACT packaging on it that they are used to,” she said.

Despite being cut from the full-size biscuit packets, Griffin’s retained Cookie Bear on its Cookie Bear Mini Bears and mini snack packs over the duration since its rebrand.

Tom Rose is an Auckland-based journalist who covers breaking news, specialising in lifestyle, entertainment and travel. He joined the Herald in 2023.

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