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]

Squiggles
OwnerGriffin's Foods
Produced byGriffin's Foods
CountryNew Zealand

History

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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 — 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][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

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

References

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  1. ^ a b Mcilraith, Brianna (2 June 2023). "Are Toffee Pops and Squiggles half-price in Australian supermarkets?". Stuff. Retrieved 24 February 2024.
  2. ^ a b c d 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. ^ a b c d "Squiggles gets 'Xtreme'". Newshub. 3 July 2017. Retrieved 24 February 2024.
  6. ^ a b "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. Retrieved 24 February 2024.
  8. ^ Clark, Poppy (29 October 2023). "The great biscuit scandals of Aotearoa". Stuff. Retrieved 24 February 2024.
  9. ^ a b c d "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. ^ a b "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. ^ a b Chapman, Madeleine (26 April 2020). "All 142 biscuit flavours in New Zealand ranked from worst to best". The Spinoff. Retrieved 24 February 2024.