Squiggles is a brand of chocolate biscuit manufactured by
Griffin's Foods
The Griffin's Foods Company is a New Zealand food company currently headquartered in Auckland and established by John Griffin as a flour and cocoa mill in the city of Nelson in 1864. In Australia, Squiggles, just like other Griffin's products, are sold as home brands and do not use the "Squiggles" name.
History
In 2015 Griffin's partnered with Tip Top to make a limited edition
Jelly Tip
Jelly Tip is a New Zealand brand of ice cream made by Tip Top. It is an ice cream on a stick with a tip of jelly and coated with chocolate. Invented in 1951, it is estimated that over 150 million Jelly Tips have been sold until 2001. About f ...
flavoured biscuit. The following year they partnered again and created a
Goody Goody Gum Drops
Goody Goody Gum Drops is a New Zealand flavour of ice cream made by Tip Top. It is pastel green-coloured, bubble gum flavoured and infused with gumdrops. It is considered iconic to New Zealand, and perception of the flavour is polarising among ...
biscuit. Goody Goody Gum Drops is bubble gum flavoured ice cream from New Zealand which is laced with gum drops. In 2017 three new flavours were created: Banana Blast, Chocolate Overload and Strawberry Fizz.
In the 1980s the first Squiggles flavour was created — Candy Squiggles. 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.
In 2019 Griffin's trademarked the physical shape and appearance of Squiggles biscuits. Because the biscuit shape is a
non-conventional trademark
A non-conventional trademark, also known as a nontraditional trademark, is any new type of trademark which does not belong to a pre-existing, conventional category of trade mark, and which is often difficult to register, but which may nevertheless ...
(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.
In February 2024 a Pineapple Lump flavoured squiggle was released.