Selling Girl Guide biscuits door-to-door and at stalls had been a fund-raising event on the Guiding calendar since 1957. Initially, only plain vanilla-flavoured biscuits were manufactured by Cadbury Fry Hudson and later by Griffin's Food Company. Each biscuit was embossed with the Guides' trefoil (clover-shaped) symbol. Chocolate biscuits were also introduced by Griffin's in 1999 and mini chocolate dipped biscuits in 2003. During the 2010s, up to 1.7 million packets of biscuits sold annually and contributed around 33 per cent of GirlGuiding New Zealand's income.

The GirlGuiding NZ Board announced in May 2018 that it had decided to stop the sale of Guide biscuits by its membership after March 2019. Their focus was moving more to its core purpose and programmes that inspire and empower young women. However, they were in negotiations with Griffin's to see how the biscuits could be distributed in NZ. During 2019, Countdown announced that the Girl Guide plain biscuits manufactured by Griffin's would be sold as 'Guide Original Biscuits' in Woolworth's-owned supermarkets in October 2019 and that a dollar from each pack sold would be donated to GirlGuiding NZ. The selling of 'Guide Chocolate Biscuits' resumed by Woolworth's supermarkets in October 2022 and 'Guide Pink Biscuits' were also introduced in March 2023.

1. Girl Guides beginnings as Peace Scouts in 1908

In July 1908, Lieutenant Colonel David Cossgrove established the first Boy Scouts troop in NZ at Kaiapoi, Canterbury which led to the forming of the Girls' Peace Scouts later in 1908.

Boy Scout movement had begun in Britain in 1907/1908

In May 1908, Cossgrove heard a scouting book written by Lieutenant General Baden-Powell was being used in Kaiapoi by Ted Mallasche with his sons and their friends. Cossgrove had served with Baden-Powell during the Second Boer War in South Africa during which Baden-Powell had written the book Aids to Scouting for N.C.O.s and Men in 1899 as a military training manual for soldiers. On returning to England in 1903, Baden-Powell found that his book was also being used by youth organisations and school teachers for outdoor pursuits. After Baden-Powell became Vice-President of the The Boys' Brigade in May 1903, he prepared the paper "Boy Scouts—A Suggestion" which youth leaders supported. He held an experimental scouting camp on Brownsea Island in Dorset in August 1907 with a group of boys from schools and The Boys' Brigade. Afterwards, he published the Scouting for Boys book in 1908 which led to Boy Scouts troops being formed in the UK. (See: Wikipedia: Scouting for boys)

Motivated by boys in the Kaiapoi community being engaged in scouting games for outdoors fun, Cossgrove decided to formally start the Boy Scouts in New Zealand and obtained Baden-Powell's permission. He promoted the concept of scouting in NZ newspapers and thirty-six troops were formed in NZ by the end of 1908. (See: Margaret Esplin. 'Cossgrove, David and Cossgrove, Selina', Dictionary of New Zealand Biography, first published in 1996. Te Ara - the Encyclopedia of New Zealand:  https://teara.govt.nz/en/biographies/3c34/cossgrove-david)

NZ Boy Scouts' activities inspired forming of Girls Peace Scouts later in 1908

The Boy Scouts' outdoor activities in NZ also attracted the interest of girls who'd join in at times. When Cossgrove's daughter Muriel wanted a similar organisation for girls, his wife Selina encouraged him to form the girls' Peace Scouts in 1908. Cosgrove obtained Baden-Powell's permission to establish the girls' movement. He also took Baden-Powell's advice to write Peace Scouting for Girls to which Selina also contributed and it was published in 1910.

Meanwhile, Baden-Powell and his sister Agnes adapted the Boy Scouts' programme for girls in 1909 and officially established the Girl Guides Association in the UK in 1910, which then spread overseas. The name 'Guides' came from Baden-Powell's war experience in India of 'Guides' training minds & bodies for hazardous tasks. NZ's Peace Scouts became officially affiliated with the UK branch of Guiding in 1912 and became an incorporated society in 1919.

The Peace Scouts became known as Guides New Zealand (1923) & GirlGuiding New Zealand (2007)

The Peace Scouts changed its name to Guides New Zealand in 1923 and became a founding member of the World Association of Girl Guides and Girl Scouts (WAGGGS) in 1928. A further name change occurred in 2007 when Guides New Zealand became known as GirlGuiding New Zealand. The following year, it registered as a charitable organisation under the name "The Girl Guides Association New Zealand Incorporated" (CC22069) on 24 March 2008. Its operational name has continued to be GirlGuiding New Zealand. For an historical overview, see GirlGuiding New Zealand: Our History and the Wikipedia article: GirlGuiding New Zealand.

2.  Guide Biscuits ADOPTED IN 1957

'Biscuit Week' had been held for a number of years in Great Britain, United States and Canada, which led NZ to adopting the idea in 1957. The first "Biscuit Week' was held from 6-13 April 1957 as a fund-raiser for Guides New Zealand whose membership had grown to 23,000.

Guide biscuits manufactured by Cadbury Fry Hudson & then by Griffin's 

As recounted in an article by Julie Jacobson: "The biscuits were originally made by Cadbury Fry Hudson in Dunedin following an approach by former General Secretary Marie Iles, who had seen the success of “Girl Scout cookies” in the United States...A book on the history of guiding in New Zealand notes it was trialled and approved before the first batches were baked." (See: Julie Jacobson (29 March 2017), "Celebrating 60 years of Girl Guide biscuits', New Zealand Woman's Weekly) 

The biscuits were then made by biscuit-maker Griffin's Food Company who owned the biscuit recipe as part of a partnership with GirlGuiding NZ. The Girl Guide biscuits were manufactured at Griffin's factory in Lower Hutt until it closed in 2008 and then in its Papakura factory.

3. Selling over the years: April 1957 - March 2019

When Biscuit Week held

Guide biscuits have been sold door-to-door and from stalls since the first Biscuit Week was held from 5-13 April 1957. The following year, this advertisement appeared in the Press (Vol. XCVII, Issue 17 April 1958, p.6) for Biscuit Week which was being held on 21-27 April 1958:

BISCUIT WEEK!

Following their tremendous success throughout  New Zealand last year, the Girl Guides are repeating the novel scheme that enables YOU to help the Guides and yet receive full value for your donation.... Girl Guides and their helpers will be selling from house to house in most areas. If you are missed or if you wish to buy more biscuits, please contact your local Girl Guide Organisation or look for their local selling stall... Help us to help ourselves!"

The Press later reported that 356,165 packets of biscuits were sold in NZ that year. (See: Press (20 May 1958), "Biscuit Week sales", Vol. XCVII, Issue 28590, p.12.)

Initially, the month during which biscuit week has been held has varied until March was chosen as the Guide biscuit season. Guidelines for the promotion and sale of Guide biscuits in March annually were set out in: GirlGuiding New Zealand, A guide to Guiding in New Zealand (Copyright 2000, Amended 2011); pp.129-131). If you were based in Christchurch, you could obtain biscuits all year round from their Christchurch office. (See Helen Dollery, 'Youth organisations - Scouts and Guides', Te Ara - the Encyclopedia of New Zealand)

Marketing

The GirlGuidng New Zealand website stated: "GirlGuiding NZ is bigger than a biscuit! Your purchase goes towards providing Kiwi girls and young women with hands on experiences that allow them to discover their potential, develop confidence and skills, participate in our quality educational programmes and contribute to their communities now and in the future."   

Door-to-door sales and stalls

A circular letter to “all Provincial Secretaries, Commissioners and all Organisers of Biscuit Sales” from the Guides’ Dominion Headquarters in Hastings, dated February 6, 1959, noted the biscuits would be sold for one shilling and sixpence per half pound. (See: Julie Jacobson (29 March 2017), "Celebrating 60 years of Girl Guide biscuits", New Zealand Woman's Weekly). That year, Biscuit Week was held from 7-14 March 1959.

The biscuits were originally distributed in large tins to "the provinces" to sell door-to-door. As recounted by Ariel McCracken who was amongst the first sellers, “I would put the tin on the back of my bike and then walk around the streets knocking on doors. One lady would buy them for her cat, another lady bought them for her dog and I’ve even had someone who said their parrot liked them. We were told to approach the front door only and never if there was a dog loose on the property. We were always polite and said ‘thank you’, even if the householder didn’t buy any biscuits.”  (See: Julie Jacobson (29 March 2017), "Celebrating 60 years of Girl Guide biscuits", New Zealand Woman's Weekly)

Insight to door-to-door sales training

From a newspaper article (2017): "Six-year-old Katherine Clover has been selling biscuits door-to-door for the Girl Guides and said the best way of selling them was by "using your manners".  A "please" and "thank you" went a long way in the biscuit business. To prepare for door knocking, the girls ran through some practice at their regular sessions during the week, by pretending to sell to one another. Six-year-old Emma Johnston had a go at her session last week. "It was fun," she said, "I went behind the desk, pretending and knocked on the table." Earlier last week the girls were out at Countdown Petone with a stall set up.'  (Source: Eleanor Wenman (20 March 2017), "Girl Guides biscuit season starting off", Stuff.co.nz

For other memories by former girl guides, see the newspaper article by Virginia Falloon (31 March 2019), " An ode to biscuits', Stuff.co.nz)

4.  Marketing initiatives, 1990s - 

Recipe book produced, c.1991

Two new varieties of Guide biscuits manufactured

Publicity over dryness complaints, 2010

TV Commercial for Guide biscuits, 2012

GirlGuiding New Zealand created a TV commercial for Guide biscuits in 2012 (See Youtube: Guide Biscuit TV Commercial). 

Online orders for Morning Tea Packs aimed at businesses, Oct 2016

In October 2016, a new fund-raising drive aimed at businesses was launched by GirlGuiding NZ. Businesses were asked to purchase special Morning Tea Packs which could be ordered online, including free delivery. "In an effort to increase sales of their iconic biscuits and reduce the fundraising burden on girls, parents and volunteers, it is asking businesses to purchase special Morning Tea Packs which include nearly 50 packs of biscuits.... Profits from the $250 packs – which include 49 packs of original, Guide choc and mini chocolate biscuits and a limited edition supporters jar – will help GirlGuiding NZ implement a range of programmes...." (Source: Glenn Baker (26 Oct 2016), "Businesses urged to share a biscuit for Kiwi girls", NZ Business)

The partnership between Griffin's and GirlGuiding NZ had made more than $880,000 across 2016 and 2017, according to GirlGuiding NZ Chief Executive Susan Coleman. (See article by Glenn McConnell (13 May 2018), "Ovens haven't gone cold on iconic Girl Guides biscuits yet", Stuff.co.nz)

110 year Anniversary: Biscuits sold twice in 2018

5. GirlGuiding Branding & Fate of Biscuits announCed       12 MAy 2018

GirlGuiding new branding "You Be the Guide"

At its National Forum held on 12 May 2018, GirlGuiding NZ CEO Susan Coleman announced the new You Be the Guide brand positioning "to support its vision that all girls and young women are valued, inspired and empowered to take action to change their world". (Source: GirlGuiding New Zealand - New brand positioning) 

Guide biscuit selling to stop after March 2019

At the National Forum, CEO Susan Coleman also announced that they'd cease selling Guide biscuits after March 2019: "GirlGuiding New Zealand wants to allow its members and volunteers to focus more on its core purpose and programmes. Following careful consideration and analysis, the GirlGuiding New Zealand Board has decided to stop fundraising through the sale of Guide biscuits by its membership." Managing Director at The Griffin’s Food Company, Brett Henshaw stated, “It has been an honour and a privilege to have manufactured the iconic Guide Biscuits for more than 60 years, and we are proud to have been a partner in this important fundraising initiative. Griffin’s will endeavour to support GirlGuiding New Zealand in the future, and we wish them every success.” (Source: GirlGuiding New Zealand - New brand positioning) 

CONS - Why stop:   

CEO Susan Coleman explained that a recent brand survey found that when people think about Girl Guides, their first thoughts were about camping and the biscuits: "Our challenge is that we are well-known for our camps and biscuits, but we offer so much more than that. We enable girls and young women to develop into confident, adventurous and empowered leaders in their communities”. (Source: GirlGuiding New Zealand - New brand positioning) 

The time-commitment in selling biscuits had also been a deterrent to joining the guides and for those who were already members. "We've become very aware in the past few years that the sale of Guide biscuits has created a barrier for some girls joining the organisation and has been a barrier for girls staying in the organisation, because of the commitment that was needed from our families, parents, girls and volunteers to actually sell the biscuits on our behalf," Coleman said. "When volunteers come in, they want to be involved in our programme as opposed to spending an awful lot of time selling and organising the biscuits."  (Source: Charlotte Carter (13 May 2018), "Selling Girl Guide biscuits 'a barrier' making girls leave, CEO says", NZ Herald)

PROS - Why retain:

As reported by Eleanor Wenman (20 March 2017) in a newspaper article: "Lower Hutt local coordinator Michelle Cheeseman said the biscuits were great learning tools for the girls as they also learned about personal safety while out selling, money skills and personal confidence... Biscuit-selling was a great opportunity for the girls to learn about business as well. "Guide Biscuits are easily the largest girl-led business in New Zealand. The girls help decide where to sell them, manage the money and develop people skills and positive business ethics," Coleman said."  (See Stuff.co.nz)   

As reported by TV One News (30 March 2019):  "Girl Guide Leader, Cynthia Landels has been involved with Girl Guides for 67 years, and always saw the value of the fundraiser. "I think it taught them a lot of skills, approaching strangers, learning to ask politely, learning to accept the fact that someone didn't want your biscuits without stamping your feet, handling money and giving the correct money and giving the correct change," she told 1 News.  Now the organisation will have to look at new ways of raising hundreds of thousands of dollars. As it wraps up production, some volunteers are tucking away a stash for the future, ensuring while it may be the end of an era, there's always a way of making sure it's not over."

Public reaction included:

As reported by Charlotte Cater in the NZ Herald (12 May 2018): "Well-known celebrity cook Jo Seagar said it was a terrible shame the quintessential biscuits were being discontinued. "I used to be a Girl Guide and I spent many years selling the biscuits when I was growing up in Hawke's Bay, it was a big fundraising thing and the biscuits were a part of the fun," she said. Seagar said she had fond memories of her mother buying the biscuits in bulk and then turning them into fudges and cheesecakes. She said she was doubtful the Guides would be able to find a fundrasier as successful and popular as the biscuits. "Making that much money off the biscuits, how will you get better than that? Good luck to them, it's a lot of money."  

Comments in the media included: "Members of the public have taken to social media to express their despair about the fate of the biscuits. Kiwi chef Simon Gault said it was a real shame that the Girl Guides planned to stop selling the biscuits, "because they were yummy". "But they've got a lot of sugar in them so it's probably quite a responsible thing for them to do, but they need to have a re-think and come up with something else because everybody likes to support the Girl Guide biscuits." (Otago Daily Times, 12 May 2018)

6. GirlGuiding NZ sold biscuits for last time from             1-31 March 2019

GirlGuiding NZ sold biscuits for the last time from 1-31 March 2019. The biscuits could be purchased from stalls set up in various areas by the Guides or could be purchased online from a specific website. GirlGuiding NZ Chief Executive Susan Coleman had said, “We’d like to extend our thanks to our members and volunteers for their support selling biscuits over the years, as well as all the people who have purchased our product.”  Furthermore, “We are continuing to work with our longstanding partner, The Griffin’s Food Company, on how Guide biscuits may continue to be distributed in New Zealand." (See: GirlGuiding New Zealand: GirlGuiding NZ members sell Guide biscuits for the final time.)

7.  STOP the Press! BIScuits back on sale IN Oct 2019

Media announcements from Countdown stated that 'Guide Original Biscuits' (plain version) manufactured by Griffin's are back on sale from Monday 7 October 2019. The biscuits were to be sold in Woolworth's supermarkets - Countdown, FreshChoice and SuperValue - for "a limited time".  A dollar from every pack sold to be donated to GirlGuiding NZ. (See Stuff: "Girl Guide biscuits are back, and now they're sold in supermarkets" (5 Oct 2019)

8. Types of Guide biscuits have varied, 2020 -

Guide Original & Chocolate Biscuits, Oct 2020 - Oct 2023

• In October 2020, 'Guide Chocolate Biscuits' were reintroduced by Griffin's and sold along with the 'Guide Original Biscuits' in Woolworth's owned supermarkets - Countdown, FreshChoice and SuperValue.

• In October 2021, due to the COVID-19 pandemic, only the 'Guide Original Biscuits' were available of which Griffin's manufactured 130,000 packets.

• In February 2022, 'Guide Chocolate Biscuits' were made available in time for Valentine's Day on 14 February. (Source: Scoop: "Choc Guide Biscuits Are Back! (Just In Time For Valentine’s", 17 Feb 2022)

• In October 2022, both the 'Guide Chocolate Biscuits' and 'Guide Original Biscuits' were baked by Griffin's. (Source: Woolworths NZ: A Kiwi classic is back again and this time there’s a choccy twist ) 

• In 2023, the 'Guide Chocolate Biscuits' were sold from 16 October. Andre Gargiulo, Griffin’s Managing Director, said, "We are thrilled to have helped raise almost $1.5m for GirlGuiding NZ since our partnership began in 2019 and we are on track to raise another $150k through this campaign”,  (Source: Scoop: "The return of the Choc Guide Biscuits: The sweet treat helping empower young girls", 13 Oct 2023)

Launch of Guide Pink Biscuits & Girl Guiding promotions held March 2023

• In February 2023, GirlGuiding New Zealand announced that 'Pink Guide Biscuits' manufactured by Griffin's would become available at Woolworths-owned supermarkets from 6 March while stocks last. Furthermore: "Countdown has agreed to us having some girls in-store foyers to tell/show them what Guiding offers, maybe by undertaking a fun, creative (and safe) activity that can be open to public participation (store managers would need to approve this activity for Health and Safety reasons...This would be an excellent opportunity for the local promotion of your unit/local team..." (Source: GirlGuiding New Zealand: We're tickled pink biscuits are coming!)

Chocolate coated biscuits resume in Oct 2024

• In 2024, GirlGuiding New Zealand announced chocolate coated Guide biscuits to be available on the 7 October 2024 at the following supermarkets: Woolworths (rebranding of Countdown), SuperValue & FreshChoice. As well as purchasing in-store, orders could be placed on the supermarket's website. (Source: Scoop: "The Return Of The Choc Coated Girl Guide Biscuits", 8 Oct 2024)

(This DigitalNZ story was created in March 2019 and updated in May 2025)