Squiggles

Squiggles is a brand of chocolate biscuit manufactured by Griffin's Foods in New Zealand.^[1] In Australia, Squiggles, just like other Griffin's products, are sold as home brands and do not use the "Squiggles" name.^[1]

Squiggles

Owner	Griffin's Foods
Produced by	Griffin's Foods
Country	New Zealand

History

In 2015 Griffin's partnered with Tip Top to make a limited edition Jelly Tip flavoured biscuit.^[2][3] The following year they partnered again and created a Goody Goody Gum Drops biscuit.^[2] Goody Goody Gum Drops is bubble gum flavoured ice cream from New Zealand which is laced with gum drops.^[4] In 2017 three new flavours were created: Banana Blast, Chocolate Overload and Strawberry Fizz.^[5]

In the 1980s the first Squiggles flavour was created — Candy Squiggles.^[6] It was discontinued in 2019, which caused public outcry. They were later brought back to shelves in 2023, with Griffin's saying that they listened to New Zealand.^{[7][8][9][6][10]}

In 2019 Griffin's trademarked the physical shape and appearance of Squiggles biscuits. Because the biscuit shape is a non-conventional trademark (i.e. not a brand word or logo), Griffin's had to prove that consumers associate the shape of the biscuits with the company Griffin's, not the Squiggles brand.^[11]

In February 2024 a Pineapple Lump flavoured squiggle was released.^[12]

Flavours

• Squiggles Banana Blast^[5]

• Squiggles Candy^[9]
• Squiggles Chocolate Overload^[5]
• Squiggles Goody Goody Gum Drops^[2]
• Squiggles Hokey Pokey^[9]
• Squiggles Jelly Tip^[2]
• Squiggles Pineapple Chunks^[12]

• Squiggles Pink^[13]
• Squiggles Raspberry Jube^[9]
• Squiggles Strawberry Fizz^[5]
• Squiggles Yellow^[13]