Christchurch-based Cookie Time has patented its One Square Meal bar in New Zealand as a perfect complete meal according to nutritional mathematics, and is in the process of tying up the paperwork overseas as well.

Cookie Time general manager Lincoln Booth said the patent meant the bar was legally the first product in a new product class - nutritionally balanced food and beverage.

One Square Meal is a ''turbo-charged'' food bar that has a third of the recommended daily intake (RDI) of nutrients - which is why it can truly call itself One Square Meal, he said.

''While the words 'nutritional balance' have been somewhat hijacked as a marketing term, this is the real deal. It's a revolutionary approach to start with recommended daily intakes and then design a specific food to deliver to these.''

Privately-owned Cookie Time has sole rights to sell food perfectly-apportioned from the RDI for 20 years due to the patent, he said.

''We now have ownership of a novel, yet universal food and beverage proposition that no one else can touch.''

Cookie Time was developing a cereal and liquid form as well. The One Square Meal was launched in 2006 and in January was sold in Australia for the first time.

Making a food bar which tasted good as well was one of the difficulties the company faced, Booth said.

Tastes are strongly driven by sugar, salt and fat which tend to throw the nutrition balance completely out of whack, he said.

''It took years to "crack the code and achieve a great tasting product which has precisely the same daily value of all macro and micro nutrients. But now that it's been done with three flavours of bars made from wholesome ingredients we are confident that we can apply the insights across  other food categories - beverages, breakfast cereal, even baby food,'' Booth says

- © Fairfax NZ News

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