Griffin's told the New Zealand Herald it wanted to "refresh" the packaging of Chockie Chippies, Hundreds & Thousands, Stripes and Shrewsbury biscuits to make them "clearer and easier to find".
Cookie Bear was first developed by Dunedin company Hudson's in 1968 and became enormously popular.
A Cookie Bear Club was created in the 1970's and membership grew to more than 162,000 under-12s, nearly one-in-four Kiwi kids at the time.
Hudson's was bought by Griffin's in 1989 and the new owners kept the mascot going for another generation of New Zealanders.
Cookie Bear's "Dum-de-doo" also made its way into New Zealand pop culture.
Griffin's said the new pack design focused "on the Griffin’s brand and the biscuits themselves and appeals to a wider range of Kiwi biscuit lovers".
"While the packaging is changing for our Chockie Chippies, Hundreds & Thousands, Stripes and Shrewsbury biscuits, consumers can expect the same quality, recipe and great taste."
Cookie Bear will still feature on its Cookie Bear Mini Bears biscuit snack packs.
- APL
