Now, the toastable cookie

22:44, May 05 2014
Cookie Time founder Michael Mayell
NEW TASTE: Cookie Time founder Michael Mayell

Cookie Time founder Michael Mayell says the snack maker will be chasing significant revenue growth with its first big new product launch in a decade, toastable breakfast cookies.

He hopes to take the breakfast package product towards $5 million of annual sales within a few years or so, but says factory production of the two new cookies will be ramped up only according to demand.

The cookies, made of eggs, fruit, butter, nuts, seeds and cereals, will be made at Cookie Time's existing factory, south of Christchurch. Chocolate, which was a part of all other Cookie Time cookies, was not in the breakfast cookies, Mayell said.

The family-owned company that Mayell runs with help from his brother Guy has annual revenues in the order of $30m.

"The last time we had an official launch for a product was for One Square Meal ten years ago . . . basically this is everything you would have for breakfast but in a cookie."

The breakfast would be sold through existing outlets, including supermarkets and the company's Japanese franchise operator in Tokyo, Mayell said. Some dairies and service station garages already had the new product.

"It will be part of the (existing) cookie bar offering in Japan and further afield once we open a store in other countries . . . if this went really well it could eventually be a $5m market."

Cookie Time says that research shows the convenience breakfast category in NZ is growing at 9.5 per cent year on year.