Wellington, Feb 25 NZPA - Christchurch company Cookie Time is hiring staff and taking on the US market in the depths of an economic crisis with its familiar creative marketing flourish.

The maker of individually wrapped cookies, founded in 1983 by 21-year-old student entrepreneur Michael Mayell, is teaming up with Amazing Race host Phil Keoghan, who was born in Christchurch, to promote the cookies as nutritionally balanced food bars.

Mr Keoghan will launch the product in the US by biking 42 days from Los Angeles to New York, leaving late March and arriving in New York in early May.

"We firmly believe there are opportunities in every crisis," said Lincoln Booth, Cookie Time's general manager.

Cookie Time is using Air New Zealand and New Zealand logistics company Mainfreight as shippers. All of its cookies are made in Christchurch and 27 people have been added to the production line.

Cookie Time is sending its first export shipment to the US at a time when the Government is looking to the private sector to create growth and jobs.

The company has signed a distribution deal with General Nutrition Center, which puts its cookies in 1000 stores throughout the US initially, increasing to 6500 stores.

The company's One Square Meal product will be co-branded NOW, in keeping with Mr Keoghan's No Opportunity Wasted brand, for the US market.

"Taking on one of the world's largest markets in challenging economic times is a calculated risk, and a huge investment for us," Mr Booth said.

"Phil's a household name in the US, so we are very privileged to have him on board for this venture," he said.

Mr Keoghan said he has been taking One Square Meal cookies to the US by the suitcase full after first tasting them in a store in Auckland's Mission Bay.

The first order is worth $1 million, which equates to 36 tonnes of product.

"Cookie Time may be a small company, but it's got a big heart, and we see innovation and opening new channels as the best way to drive incremental growth," Mr Booth said.