The Cookie Muncher has taken off, with a deal to supply snack Cookie Times on major Air New Zealand domestic flights.

Christchurch-based Cookie Time expects to supply the New Zealand carrier with about three million "Rookie Cookies" a year under the deal which has already taken effect. The cookies are offered to passengers with tea and coffee.

Cookie Time general manager Lincoln Booth said the partnership brought together two household Kiwi brands and was another boost for the cookie company, which will celebrate 30 years in business in February.

The company had been chasing the airline for a while and he felt the deal "was a bit of a coup".

"It's quite amazing to have a captive market of three million people on board."

The agreement had also opened up opportunities for Cookie Time's gluten-free cookie, which could be supplied for Air NZ's international flights, he said.

The company has recently completed an almost million-dollar brand refresh that focused the company's brand on its Cookie Muncher mascot.

"We've just had our biggest brand refresh in 20 years . . . so we're delighted with the opportunity to fly even higher with this partnership."

The deal will be reviewed after the first year.

- © Fairfax NZ News

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