Four Square serves up Kiwi classic with a Charlie twist – the $3 Charlie Cheese Toastie
12 September 2025
Four Square stores across the North Island are giving Kiwis a reason to smile (and snack) with the launch of the Charlie Cheese Toastie – a hot, freshly made toastie emblazoned with the face of the brand’s iconic 101-year-old mascot, Charlie.
Over the years, Charlie – or Mr Four Square, as the brand’s mascot was previously known – has generated a massive following among kiwis and become a part of the cultural fabric of the nation.
The Charlie Cheese Toastie is a nostalgic Kiwi classic with a Four Square twist. The crisp, golden bread filled with melted cheese is served hot, and ready in minutes. At just $3 – less than the price of a coffee – it’s proving a hit with customers looking for a tasty, value-for-money bite.
The first 100 customers instore are also walking away with a limited-edition Charlie keychain to celebrate the launch.
Greg Stone, Head of Four Square, Foodstuffs North Island, says the new toastie has been an instant favourite among customers.
“Four Square is all about convenience and great value for money. Everyone loves a cheese toastie – it’s simple, nostalgic comfort food. To be able to offer one hot, fresh, and made-to-order for just $3 is something our customers have really responded to. On launch day, all 79 participating stores across the North Island sold hundreds of Charlie Cheese Toasties.”
The idea was sparked by a Four Square team member who, after spotting the popularity of cheese toasties on holiday in Thailand, saw the potential for a uniquely Kiwi, value-driven food-to-go option.
Early sales show the idea is striking a chord. Four Square Eastbourne owner-operator Cameron Longstaff says customers have been quick to embrace the new addition.
“We sold between 20 and 25 toasties on the first day. Customers love the novelty of Charlie’s face on the toastie, but it’s really the value that’s stood out. A pie or a sandwich can be close to $10 – but for $3 you get a hot, filling, nostalgic toastie. Tradies, kids, retirees – everyone’s loving it. Our cheese and onion flavour has raised a few eyebrows too – it’s proper old school!”
Flavours on offer include cheese, ham and cheese, and cheese and onion. Stores report steady sales throughout the day, with many customers buying more than one at a time.
With eye-catching instore promotions, the waft of freshly toasted bread and cheese, and Charlie front and centre on each toastie bag, Four Square’s newest snack is ticking all the boxes – value, nostalgia, convenience, and fun.