Squiggles

Squiggles

Owner	Griffin's Foods
Produced by	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.[1]

History

In 2015 Griffin's partnered with Tip Top to make a limited edition Jelly Tip flavoured biscuit.[2][3] The following year they partnered again and created a Goody Goody Gum Drops biscuit.[2] 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 — Hokey Pokey 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][6][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

• Squiggles Banana Blast[5]

• Squiggles Candy[9]
• Squiggles Chocolate Overload[5]
• Squiggles Goody Goody Gum Drops[2]
• Squiggles Hokey Pokey[9]
• Squiggles Jelly Tip[2]
• Squiggles Pineapple Chunks[12]

• Squiggles Pink[13]
• Squiggles Raspberry Jube[9]
• Squiggles Strawberry Fizz[5]
• Squiggles Yellow[13]

References

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