\u201cAmong the thousands of comments shared online, many New Zealanders spoke about Cookie Bear as more than just packaging.<\/p>\n
Cookie Bear is one of New Zealand’s most recognisable brand mascots.<\/p>\n
\u201cPeople described him as part of their childhood, a familiar face in kitchen cupboards, and a small but steady presence across generations.<\/p>\n
\u201cOne supporter even launched a Change.org petition calling for his return, underscoring that Cookie Bear\u2019s place in Kiwi homes extended well beyond the pantry shelf.\u201d<\/p>\n
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.<\/p>\n
The decision to drop the iconic mascot from packets after 57 years triggered a spate of criticism from Griffin\u2019s own customers<\/a>, with many pointing out the power of Cookie Bear\u2019s nostalgic appeal.<\/p>\n \u201cThe true test of a creative, inspiring marketing team is how they can blend the tradition of a brand\u2019s identity with fresh, fun and modern changes<\/a>; 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.<\/p>\n One mother with autistic children<\/a> further highlighted Cookie Bear\u2019s real-world practicality, saying it was unlikely she\u2019d purchase the sans-bear packets given the absence of the important visual cue.<\/p>\n \u201cVisual pictures of the food they eat is important to them and they are very much \u2018stuck\u2019 on only eating the food they do, that have the EXACT packaging on it that they are used to,\u201d she said.<\/p>\n Despite being cut from the full-size biscuit packets, Griffin\u2019s<\/a> retained Cookie Bear on its Cookie Bear Mini Bears and mini snack packs over the duration since its rebrand.<\/p>\n Tom Rose is an Auckland-based journalist who covers breaking news, specialising in lifestyle, entertainment and travel. He joined the Herald in 2023.<\/p>\nGriffin’s quietly removed Cookie Bear from their updated design in April. Photo \/ Facebook<\/p>\n