Wiggly, Wholesome, and Back Again: The Story of Annies Wiggles Bars

Wiggly, Wholesome, and Back Again: The Story of Annies Wiggles Bars

If you grew up in New Zealand in the '80s or '90s, there’s a good chance you had a Wiggles Bar tucked into your lunchbox. These fun, fruit-filled treats were a staple in many Kiwi households, and now, over 35 years since they were first created, Annies Wiggles Bars are back.

The idea for Wiggles Bars came during the early days of Annies, when marketing budgets were tight and creative thinking was essential. “It was the early days of Annies,” says Annie Giles, one of the founders. “There wasn’t a lot of money to advertise, so Graeme came up with the idea of making the bars a funny shape. It created a point of difference and got people talking.” In the factory "It took a lot of work to get the shape exactly right to minimize losses in our sheet cutting process." Graeme Giles says.

The wiggly shape quickly became a hit with kids, and parents loved them too. Each bar offered roughly one serving of fruit, making them a simple, wholesome snack that ticked all the boxes for busy families. 

The original Wiggles Fruit Bars launched in 1989, a few years before a certain Australian kids’ band of the same name came on the scene.

So, why bring the Wiggles Bars back now? The answer is simple: nostalgia. “It gives a link to the past and the family connection to Annies,” says the team. “Over three generations of kids have grown up with fruit bars in their lunchboxes, and in the early years, it was all about the Wiggles Bars.” Its also about simplicity and the single layer, quick serve, snack for kids works so well for treats and lunches.

Simple, fruit-filled, and made with care, just like always. Annies Wiggles Bars are more than just a snack; they’re a piece of local history.