Cookie Time Limited has been granted a patent for its One Square Meal product, based on the creation of a new class of food and beverage.
The granting of the patent confirms One Square Meal muesli bars as being the first product in a new category – nutritionally balanced food and beverage – with the sole rights to sell product within it. Patents have also been lodged in various other countries, from the UK to US and Australia.
The bars, which comes in distinctive square packages, provide a third of an adult’s recommended daily intake of energy, protein, carbohydrates, good fats and dietary fibre. And you can expect to see One Square Meal cereal and beverages in the future, too.
“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,” said Cookie Time general manager Lincoln Booth.
“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 ...We now have ownership of a novel, yet universal food and beverage proposition that no one else can touch. For a small, privately owned New Zealand company, this is a huge success story."
In essence, patent protection secures the right to sell an original product without competition for a 20 year period.
According to the company, while numerous foods
and beverages have been patented on the basis of manufacturing process, a
patent on invention of a product that creates a brand new class of food
or beverage products that can cross numerous categories found on
supermarket shelves is very rare.
“While One Square Meal bar currently stands alone as the first in this new nutritionally balanced class, we have the sole rights to extend this across other brands in numerous categories. We are already in discussions with potential partners and welcome approaches from others who see the revolutionary scope in this."
One Square Meal was launched in the New Zealand market in 2006, and in January it was launched into the Australian market under license to Sanitarium.
A refresh of the flagship Cookie Time brand is also in the works and expected to be revealed this month.