NZ’s Cookie Time partners Sanitarium for new snack bar

Posted by AFN Staff Writers on 31st January 2012

New Zealand based Cookie Time Limited (CTL) and Australian health-food giant Sanitarium have partnered in a major licensing deal to launch CTL’s new ‘breakthrough’ meal bar, ‘One Square Meal’, into the Australian market. The product features New Zealand’s famed manuka honey.

The One Square Meal is described as “the total meal to go”, consisting of one-third of the recommended daily intake of energy, protein, carbohydrates, good fats and dietary fibre. The meal bar is presented in a two bar format for a handy, “anywhere, anytime meal” with ten vitamins and six minerals “for anyone on the go”.

The licensing arrangement has taken 18 months to commercialise from initial discussions through to production and is the first step into CTL’s plans for global licensing plans of this product. Sanitarium has secured two brand ambassadors to market the new product being Australian female cricket international star Ellyse Perry, and Australian triathlon star Brad Kahlefeldt.

The Australian version of the product is being marketed as Sanitarium One Square Meal, with Sanitarium holding the license for Australia to manufacture, distribute, sell and market the product, CTL intellectual property company One Square Meal retains patents and trademarks.

CTL’s general manager Lincoln Booth said on the deal with Sanitarium, “Having similar values and the right capabilities were critical in putting together this deal and we are delighted to be working alongside a company which has both credibility and huge market reach.”

One Square Meal is expected to be available in Coles and Woolworths across Australia from February 2012, followed by a launch into convenient stores. Two flavors of the meal bar are being released – “apricot with manuka honey”, and “cranberry with manuka honey”.