Muffin Break NZ has launched the Muffin Misfits for the school holidays. The Misfits, which will be available for six weeks, come as part of a kids meal which also includes a drink, a mini muffin or cookie and a sandwich. It was the prior lack of investment in kids meals which was the impetus for the initiative, according to Jon Hassall, general manager of Foodco.

“During the school holidays we know these customers are dragged away to competitors such as fast food joints and others that heavily invest in the kid’s meal space and we feel that parents have to sacrifice their usual coffee choice and treat, therefore we decided to bring the MMs into Muffin Break so parents and children both win,” explained Hassall. “We also know that the ‘unboxing’ and blind bag phenomenon is at its peak with the likes of Surprizamals, Shopkins and Ooshies.”

The Misfits have been a hit. A Facebook group has been established, already boasting almost 400 members, all keen to share pictures and swap between each other to complete their set. The eight characters – Poppy, Wally, Jaffa, Chip, Sweetie, Cherry, Blue and Kiwi – were designed by Auckland firm bezign creative, who said the greatest challenge was making the characters discernible as muffins, rather than cupcakes.