Cookie Time

Name

Cookie Time

Legal name

Cookie Time Limited

Website

https://cookietime.co.nz

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

51–100 employees

Short description

Cookie Time is a family-owned New Zealand cookie and snack manufacturer founded in 1983, producing individually wrapped cookies, ice cream sandwiches, and nutrition bars across the Cookie Time, Bumper, OSM, and Higgins brands, distributed via a mobile-van franchise network, retail shops, and export.

Ownership category

akta.pro rank

Product category

Cookies and Snack Foods

NAICS

Cookie and Cracker Manufacturing (311821), Commercial Bakeries (311812), Baked Goods Retailers (445291), Ice Cream and Frozen Dessert Manufacturing (31152)

SIC

Cookies & Crackers (2052), Bakery Products (2050), Retail-Eating Places (5812)

akta.pro primary industry

Cookies, Biscuits & Crackers Manufacturing (AFAKAAAC)

akta.pro secondary industries

Cookies, Biscuits & Crackers (CRADABAD), Cookie & Brownie Shops (THAFAGAF), Frozen Bakery & Dough Products Wholesale (AFAIAHAD)

Keywords

• Baked goods manufacturing
• Frozen dessert products
• Snack bar production
• Plant-based cookies
• Retail bakery

Headquarters

HQ city

Templeton

HQ country

New Zealand

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Cookie and Snack Product Sales: Cookie Time generates the majority of its revenue through the manufacture and sale of cookies, snack bars, and frozen treats across retail, wholesale, and direct-to-consumer channels. Products include individually wrapped cookies in various sizes, multipacks, cookie bake (unwrapped in-bag), cookie sandwiches, ice cream tubs, and bake-at-home cookie dough. The group also sells Higgins homestyle cookies and Em's Power Bars through the same channels.
2. Franchise Distribution Model: Franchisees purchase the right to distribute Cookie Time, Bumper, and OSM brands within a defined territory. Franchisees pay 10% goodwill of existing customer base (of MAT sales), 2.5% administration fee (of MAT sales), and purchase a van (approx. $50k). Franchisees earn a margin on every product sold with no ongoing franchise fees, creating a distribution revenue stream for Cookie Time through wholesale product supply to franchisees.
3. Fundraising Programme Sales: Cookie Time supplies fundraising packs (Rookie Cookies and Christmas Cookies) to schools and community groups. Proceeds from Christmas cookie sales also fund the Cookie Time Charitable Trust.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels7 records

Core offering

Cookie Time manufactures and distributes baked cookies, frozen dessert sandwiches and tubs, and nutrition/snack bars under multiple brands including Cookie Time, Bumper, OSM, Em's Power, and Higgins. The company sells through company-owned bakery shops, cookie bars, the Munchtime online store, a franchise mobile-van distribution network, and domestic and international wholesale channels.

Product overview

Cookie Time is a family-owned New Zealand cookie company that operates a diversified product portfolio centered around its flagship cookie brand. The core offering includes individually wrapped cookies in various sizes (85g standard, 45g treat size, 25g rookie size), cookie multipacks, bite-size cookies (250g pouches), and Cookie Bake home-baking products. The company has expanded into frozen products including Cookie Sandwich ice cream sandwiches and 850ml ice cream tubs, as well as bake-at-home Bake Fresh Cookie Dough. Beyond its core Cookie Time brand, the portfolio includes acquired brands Em's Power Bars & Bites (nutrition/energy snacks) and Higgins Cookies (homestyle cookies), as well as sub-brands OSM Everyday Nutrition and The Original Craft Bar (plant-based), and Bumper snacks. The company operates retail through Cookie Time Cookie Bars in Queenstown, Dunedin, and Tokyo, plus two Bakery Shops in Christchurch and Auckland. Products are distributed via a franchise network of mobile distributors and exported globally. The company also offers seasonal Christmas Cookies and operates an online store through Munchtime.co.nz.

Differentiator

Problem solved

Functional benefit

Brands

• Munchtime: Online store for Cookie Time cookies and products, offering great deals and gift options.
• Christmas Cookies
• Bumper
• OSM
• Higgins
• Cookie Bar
• Cookie Bake

Products and services

• Cookie Time Original Chocolate Chunk Cookie Signature everyday chocolate chunk cookie that has defined the Cookie Time brand since 1983; targeted at households seeking a trusted, indulgent treat.
• Cookie Time Cookie Range (Triple Chocolate, Apricot Choc, Caramel Choc, etc.) Range of flavoured baked cookies targeting consumers seeking variety beyond the flagship chocolate chunk offering.
• Cookie Time Plant Based Cookie Plant-based baked cookie line targeting consumers seeking dairy-free and plant-based snack options under the trusted Cookie Time brand.
• Gluten Free Cookie Range Baked cookie range formulated without gluten, targeting consumers with gluten intolerance or sensitivity and those choosing gluten-free lifestyles.
• Bite Size Cookies and Rookie Cookies Smaller-format cookie products positioned for lunchbox, on-the-go, and portion-controlled snacking occasions.
• Cookie Time Multipacks Bundle packs of multiple cookies sold at supermarkets and convenience retailers for household and on-the-go consumption.
• Cookie Bake (Bake-at-Home Cookie Dough) Bake-at-home frozen cookie dough allowing consumers to prepare fresh-baked Cookie Time cookies at home; positioned for family baking occasions.
• Cookie Sandwich (Ice Cream) Ice cream sandwich made with Cookie Time cookies, sold as a frozen treat for individual consumers and families.
• Cookie Time Ice Cream Tubs Tub-format ice cream products extending the Cookie Time brand into the frozen-dessert category for at-home consumption.
• Bumper Snack Bars Bumper-branded snack bars positioned as everyday snack options distributed alongside the cookie range through retail and franchise channels.
• OSM Everyday Nutrition Bars OSM-branded everyday nutrition bars formulated around a patented nutritional balance, marketed as a healthier snacking alternative within the portfolio.
• Em's Power Bars and Bites Em's Power-branded performance/snack bars and bites targeted at active and on-the-go consumers seeking energy snack formats.
• Higgins Cookies Higgins-branded baked cookies distributed as part of Cookie Time's multi-brand portfolio, broadening the company's cookie-market reach.
• Seasonal / Christmas Cookie Range Limited-edition seasonal cookie range (including Christmas variants) sold through retail and online channels during holiday periods.
• Cookie Time Bakery Shops and Cookie Bars (in-store retail) Company-owned physical retail outlets (Bakery Shops and Cookie Bars) selling freshly baked cookies, frozen treats, and snack products directly to consumers.
• Munchtime Online Store Direct-to-consumer online store selling the full Cookie Time portfolio (cookies, frozen treats, snack bars, and fundraising packs) to individual consumers.
• Cookie Time FMCG Distribution Franchise Franchise business opportunity that licenses operators to distribute Cookie Time, Bumper, and OSM brands to retail outlets via a mobile-van model; sold to aspiring small-business franchisees.
• Cookie Time Fundraising Program Branded fundraising program that supplies schools, clubs, and community groups with Cookie Time products to resell as a turnkey fundraising activity.

Quantifiable outcome

• Over $2 million raised for Cookie Time Charitable Trust to support New Zealand children
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Cookie Time Charitable TrustcoreStrategic or Co-development Partner · 1 January 2003Established by Cookie Time in 2003 to help New Zealand children discover their gifts. Supports initiatives across innovation in learning, thinking differently, and physical pursuits. Cookie Time donates from Christmas Cookie sales. Over $2 million raised to date.
• KidsCancoreStrategic or Co-development PartnerCookie Time is a KidsCan Official Partner, supporting children affected by poverty so they can participate in learning and have an opportunity for a better future. Cookie Time also uses the KidsCan branding in its fundraising materials.
• Dyslexia Foundation of New ZealandcoreStrategic or Co-development PartnerCookie Time Charitable Trust has funded the establishment and ongoing work of the Dyslexia Foundation of New Zealand as part of its mission to help children discover their gifts.
• Soft Plastics Recycling SchememinorOthersCookie Time's product wrappers can be recycled through the Soft Plastics Recycling Scheme, which has collection bins in supermarkets and retail premises throughout New Zealand.
• St John Hato HoneminorStrategic or Co-development PartnerSt John Hato Hone is a charitable partner shown on Cookie Time's partner logos section, indicating support for this charitable organisation.
• BumpercoreOthersBumper is a snack brand within the Cookie Time Group, originated in 1985, featuring wholegrains, fruit, chocolate, nuts and natural goodness. Managed as a sister brand alongside Cookie Time.
• OSM (One Square Meal)coreOthersOSM (One Square Meal) is a functional food brand within the Cookie Time Group, launched internationally in 2006 with its world-first patented All-Terrain Nutrition. Includes OSM Everyday Nutrition (plant-based, patent pending) and The Original Craft Bar (100% plant-based).
• Higgins BakeryminorOthersHiggins is a homestyle cookie brand owned by Cookie Time Group, featuring classic flavours (Choc Chew, Chunky Choc Chip, Fruity Anzac, White Choc Macadamia, Raspberry & White Choc) individually wrapped for convenience. Located beside Higgins HQ in Auckland.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Otis Spunkmeyer: Specialist frozen cookie dough and baked-goods manufacturer with foodservice and retail presence. Directly comparable to Cookie Time's Bake Fresh Cookie Dough export line and frozen cookie sandwich/tub categories.
• Mother's Cookies (Pepperidge Farm): US portfolio of branded cookies, ice cream sandwiches, and snack cakes sold through grocery channels. Closely mirrors Cookie Time's individually-wrapped cookie format, flavor extension cadence, and frozen cookie-sandwich adjacency.
• Arnott's Biscuits: Australia and New Zealand's largest biscuits and cookies brand portfolio (Tim Tam, Shapes, Scotch Finger). Most direct comparable for Cookie Time given overlapping ANZ grocery channel, individually wrapped retail cookies, and brand-led snacking play — only meaningfully larger in scale.
• Bluebird Foods: New Zealand snack manufacturer (Bluebird chips, Burger Rings, Rasins) operating in the same grocery and convenience channels as Cookie Time, sharing NZ distribution and impulse-snack retail dynamics.
• Lotus Bakeries (Biscoff): Specialty cookie brand (Biscoff, Naked) that scaled a single cookie SKU globally through brand-led positioning and foodservice integration. Comparable trajectory playbook for Cookie Time's international cookie expansion.
• Griffin's Foods: Iconic New Zealand snack and biscuit brand (Cookie Bear, Chocolate Chip Cookie) competing head-to-head with Cookie Time in NZ supermarket aisles, school fundraising, and foodservice — same geography, same consumer, same category.

Regional players

• Mrs. Fields / Original Cookies: Global franchised cookie retail concept with branded store experiences and baked-in-store cookies. Relevant peer for Cookie Time's Cookie Bar and Bakery Shop retail format and the franchise-driven go-to-market motion.
• Bahlsen: German family-owned cookie brand (PickUp, Waffeletten) with strong European retail presence and premium positioning. Highly comparable ownership structure, brand heritage, and format diversification strategy to Cookie Time.

Broad incumbents

• Nestlé Toll House / Nestlé Ice Cream: Global incumbent across branded cookie dough, baking ingredients, and ice cream sandwiches — overlapping Cookie Time's bake-at-home, frozen dessert, and refrigerated dough categories at multinational scale.
• Chips Ahoy! / Mondelēz International: Largest global cookie manufacturer (Chips Ahoy!, Oreo, Ritz) with multinational scale, deep retailer relationships, and global distribution. Sets the competitive ceiling and the export-market benchmark Cookie Time must clear.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CTCharitableTrust

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cookie Time