Cookie Time to launch health bar

DEAN KOZANIC

CRUNCH TIME: Kiwi television star Phil Keoghan, right, and Cookie Time general manager Lincoln Booth with products to be sent to the United States.

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Christchurch snack-food company Cookie Time will launch a new health bar in United States next year as part of its international expansion.

The company launched the One Square Meal bar in the US in February after securing a $1 million deal with leading health supplement chain General Nutrition Centre.

Cookie Time general manager Lincoln Booth said One Square Meal sales had been strong.

However, the new bar would be aimed at the health food market.

"One Square Meal certainly still has its place there, and will still be sold, but we think we can do a new product that's a bit smarter," he said.

"It's a more refined version of One Square Meal."

The bar, likely to be manufactured in the US, will be launched in April or May.

Booth said the expansion had been a "learning curve".

"It's a big market, big opportunity and I'm glad we made the move to get up there at the time the exchange rate was favourable for exporting."

Despite a "plethora" of snack bars in the US, Cookie Time's advantage was its partnership with Kiwi television star Phil Keoghan.

The Los Angeles-based Cantabrian, host of reality television series The Amazing Race, is the international face of the product.

"He's just got so much global reach, particularly in the US. People know who he is, which has certainly helped us – it's a ticket to the table."

"He's a guy who can get us in front of some key people. I think it would be incredibly difficult if we didn't have a Phil."

Booth expected the experience would improve its business locally.

"Everything we've done over in the US has been huge learnings for business, which we're bringing back and applying to the New Zealand market."