Cookie Time solves export challenge with cookie-in-an-envelope idea, leveraging on international distribution for its products

Cookie Time cookies are known locally for filling Kiwi kids’ lunchboxes and serving as a snack-sized treat in a red-bucket over Christmas time. But its new ‘cookies by post’ product is breaking export barriers, allowing customers offshore to eat a cookie from the same batch someone in NZ picks up from a local dairy.

Cookie Time announced this month that its cookies, which have been on sale in New Zealand for 31 years, can now be sent in a postcard-styled box to overseas for NZ $8.50.

The company’s chief executive Guy Pope-Mayell says the new initiative is a step in the export direction which previously was difficult.

“Developing the Postcard Cookie has been a breakthrough in overcoming export barriers and shelf life considerations to allow us to meet international customer demand.

“By focusing on one individual product we have in essence created a small parcel to tap into the NZ Post international airmail pipeline and distribution networks,” he adds.

Getting to each country's commercial beat

He believes the key to getting into the global market is to know your product, its strengths and weaknesses, and to work hard "until you find each country’s commercial heart beat".

“Our business philosophy is based on smart entrepreneurship and innovation, and we are always exploring new product and market opportunities while at the same time ensuring we maintain brand health for our core domestic business.”

Available from Cookie Time’s new online store, customers can write a personalised message to accompany the cookie being sent. Currently the Postcard Cookie is only available in the original ‘chocolate chunk’ flavour.

Pope-Mayell expects them to roll out four more flavours and two extra sizes within the next week.

“An international customer can be eating a cookie from the same batch at the same time as someone picking one up at a local dairy,” he says.

Currently a Postcard Cookie can be sent to any country in the world except Costa Rica and Israel and Cookie Time is continuing to investigate how to meet food restriction regulations for these countries. 

The Postcard Cookie and online store launch is the second major initiative developed by Cookie Time International Limited (CTIL), following the opening of a licensed Cookie Muncher Cookie Bar in Harajuku, Tokyo in February. The initiative overcomes a significant export barrier in finding suitable importers and distributors in many countries.