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Wake up And Smell the Cookies

Wake up And Smell the Cookies - Cookie Time Now Serving Breakfast!

CTL founder Michael Mayell with the breakfast cookies

Iconic Kiwi Company Cookie Time Limited (CTL) today officially launched its own take on convenience breakfasts, with new toast-able Breakfast Cookies that roll some favourite breakfast foods into one tasty package.

Cookie Time Breakfast Cookies take all the good things you'd typically have for breakfast - eggs, fruit, butter, nuts and seeds, cereals - and combine them in a delicious, convenient, grab and go breakfast option.

Convenience breakfasts are a fast growing market in New Zealand, growing at more than 10 times the rate of the overall breakfast category as time-poor consumers seek alternatives to a traditional sit-down breakfast.

CTL founder Michael Mayell says it is well recognised that breakfast is the most important meal of the day - the foundation of nutrition, with positive effects on long-term health and mental performance. But growing numbers of people are skipping breakfast - each school week more than 100,000 schoolchildren miss breakfast at least one day of the week, and parents are also skipping this meal, according to figures from the NZ Health Promotion Agency.
“While nothing beats a sit-down breakfast, Breakfast Cookies provide a convenient grab and go option for busy lifestyles - as well as a specific breakfast choice for those already eating cookies for breakfast,” Mayell says.

CTL consumer research shows 15% of people buying cookies in dairies are eating them instead of breakfast and that typically 48% of cookie purchases from dairies are bought to eat on the run and 40% are bought to eat as a meal replacement*.

“People are abandoning the traditional breakfast in droves. But missing breakfast flies in the face of common sense - you need to fill your tank before you start your day. The old adage about 'breakfast like a king, lunch like a prince and dinner like a pauper' is so true, as most people would benefit from eating more for breakfast and less for dinner,” Mayell says.

“We love that people love our cookies so much they want to eat them at all times of the day. We believe however, if you're going to eat a cookie for breakfast then let's make it the best cookie it can be - taking all the good things about breakfast and packing them into a nutritious, delicious and super-convenient breakfast of cookie lovers.”

Breakfast Cookies were officially launched today with a breakfast event at Harlequin Public House in Christchurch, run by local celebrity chef Jonny Schwass. They offer nutrition, taste and convenience, and are a good source of fibre, with reduced sugar** and energy to go - packed with superfruits or nuts. Perfect for toasting, they can be served with butter and spread, or as a cereal alternative with milk or yoghurt.


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