Page 1


9 421902 251016

may 2012 Volume 18 No 4 $9.15


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Exciting results & a great new look

Supporting the brand to drive sales New website providing the information consumers are looking for

QR codes on packs so consumers can get detailed product information at point of sale

Social media campaigns will drive awareness of specific products and generate traffic to the web site

Magazine advertising throughout the year

June Website launch Facebook promotions Magazine Tea sampling Food show PR Floradix magazine Floradix family health diary






Million dollar spend in 2012!

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Supplement packs are easy to read and navigate. QR codes allow consumers to get more information via their smart phones at point of purchase Teas are vibrant with strong cues to their core ingredients and real appetite appeal Toothpaste packs communicate the herbal and mineral formulations, offering a natural alternative All products are based on assisting you to live a healthier life

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Editor’s note Industry news FMCG Online


8 10 11

m ay 2 0 1 2

Up Front

Category checks 30 Oils & Sweet Spreads 38 Oral Care

Regulars 14

FGC Food prices need to be in context, says CEO Katherine Rich

15 Recruitment 16 Fresh and local


In season


Beef + Lamb NZ


Review of the Beef + Lamb New Zealand Quality Mark

GS1 CEO Dr Peter Stevens on food waste and temperature


New requirements for the tobacco display ban

22 Feature

The rise and rise of gluten-free products

38 Health & Beauty Aisle 42 What’s Hot


New products in store

OUR COVER Red Seal packaging is updated for a clean, modern look.

New X-pert range in NZ

64 Subscription form 72 Snap

Spotted out and about

73 Diary

Your guide to upcoming industry events


m ay 2 0 1 2

45 Profile

Grocery business Keeping you up to date with packaging, IT, supply chain and logistics

46 Grocery business news 48 Profile

ShopAbility launches in New Zealand

50 Feature

Fine Food NZ 2012 – preview, floorplan and exhibitor list

56 Transport and logistics trends

Convenience store and oil channel updates

58 Feature

Kiwi Icons – quality pies





62 Feature

Wine label innovation boosts shelf appeal

65 BWS industry news 66 Feature

Keith Stewart on craft beers


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e ditor ’s note Vol 18

No 4

may 2012

issn 1175-8279


Serving the business of manufacturing, logistics and supermarketing

tamara rubanowski – editor

Juleigh buchan – account manager Ph: 09-529 3000, Mob: 021 140 3456

peter corcoran – account manager Mob: 021 272 7227

Trish day – BWS Account Manager Mob: 027 561 6556

Production Manager Fran Marshall (09-832 0024)

Design Cherie Tagaloa

Subscriptions 09-529 3000 $90.00 a year (incl GST) for 11 issues Australia $150.00 Rest of the world $190.00

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Publisher Used on a white background

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Seasonal flavours May is an excellent time to showcase the abundance of fresh apples, pears, pumpkins, broccoli and other seasonal stars. Most autumn produce tends to be reasonably hardy and can be stored well, but careful monitoring of stock and temperatures in transport and store rooms is still vital. Resource writer John Clarke tells us what’s fresh and in season on pages 16-17 while GS1 New Zealand CEO Dr Peter Stevens explains on pg 19 how modern temperature control systems can help to minimise food waste in the supply chain. Each New Zealander throws out about $500 worth of food every year says Dr Stevens.A sizeable part of this is compostable organic matter that just ends up in landfills. Vitaco recently scooped a sustainability award for its new initiative that reduced the company’s waste to landfill and as a result, waste disposal costs were reduced by 66%.Vitaco is a significant stakeholder in the natural products sector, which has exceeded $1 billion in revenue and continues to go from strength to strength, putting it on an earnings par with the New Zealand viticulture industry. The best part of my work is meeting the experts in our industry, hearing about their innovations and finding interesting new facts along the way. This month I learnt that mushrooms, in dollar terms, are the third biggest seller behind tomatoes and spuds and are apparently the fastest growing fresh produce line in the

FMCG sector. Meadow Mushrooms has done some excellent R&D to refine its offering over nearly five decades. Another exciting company that continues to evolve is Red Seal (as shown on our cover). Proudly New Zealand owned and operated since 1923, Red Seal has invested in rebranding, repackaging and a new website this year – so watch this space! This time of the year marks a gradual return to comfort foods and our team talked to suppliers of pies, quality oils and spreads in New Zealand, to bring you their latest updates. The perfect match to a hearty pie is a well crafted beer in my opinion, so Keith Stewart had the enviable task of researching some outstanding beers for this issue. You will find Keith’s advice and some exciting new brews in our BWS section, along with a report from Prowein 2012. The FMCG team is excited to be one of the official media partners of Fine Food NZ 2012 and is sponsoring the Best New Food or Beverage Product Award. This year’s show is expected to be even bigger than the inaugural event in 2010, attracting top quality exhibitors from leading international companies. You will find our special Fine Food NZ preview on pages 50-55 in this bumper issue. Please keep emailing us your news, event details and favourite snapshots – you could be in to win a Mud House Estate gift pack for the best photo this month!

The opinions and material published in FMCG are not necessarily those of the publisher except where specifically stated. © 2012 Mediaweb Limited. ISSN: 1175-8279 (Print), 1179-8718 (Online).

Official b2b magazine for the Gluten Free Food & Allergy Shows. Media partner Nargon Supplier Awards. Media partner Fine Food NZ 2012.

Tamara Rubanowski

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L to R: Lisette Knight – Beef & Lamb NZ; Anne Finch and Kirsty Ellis - Air New Zealand Holidays, Claire Van Der Heijden with husband David Van Der Heijden; Mike Ashley – Countdown/Beef Category Manager; Sarah Ulmer.

A winning promotion Countdown’s “Beef up your Holiday” promotion ran for the month of March with a clever concept that turned out to be a winning formula for several lucky participants. Customers simply had to purchase $15 of fresh NZ beef, swipe their Onecard and automatically go into the draw to win the grand prize of $10,000 worth of travel from Air New Zealand Holidays. The travel prize was won by David Van Der Heijden from Auckland. There were also four weekly prize draws of $1000 Countdown Wish Gift Cards. “The aim of this promotion was to focus on consumers purchasing New Zealand beef; at Countdown we purchase

the best of breed from NZ’s finest farms,” says Mike Ashley, category manager meat/beef at Countdown. The Countdown meat department ran an in-house incentive for the stores’ meat teams where stores were judged on incremental sales and profit and wastage reduction. Stores also had to submit photos of their meat case to show compliance with point of sale and overall display requirements. There were three regional store winners who each received a store lunch hosted by Sarah Ulmer and Caroline Evers-Swindell. The promotion was supported by Beef & Lamb NZ and travel vouchers were supplied by Air New Zealand. l

New CEO for Turners & Growers

Geoff Hipkins, the new CEO of Turners & Growers.


FMCG may 2012

Geoff Hipkins is the new CEO of Turners & Growers, New Zealand’s leading distributor, marketer and exporter of premium fresh fruit. Turners & Growers was taken over at the start of March by Munich-based BayWa AG, an international trading and services group. Geoff Hipkins was formerly CEO of the Oceania Group in New Zealand and has many years of experience in managing trading companies, including positions in the food industry. Sir John Anderson and John Wilson have been newly appointed to the Board of Directors.

Harald Hamster-Egerer, in charge of central controlling at BayWa, is to join the management of Turners & Growers as chief financial officer, and Dr Philipp Wahl, BayWa’s head of corporate business development to date, is to join as chief operating officer. Wahl joined BayWa in 2009. His main responsibilities have included corporate business development and logistics. Anderson is chairman of the New Zealand Venture Investment Fund, PGG Wrightson and NPT. He is also a member of the Board of Directors of the Commonwealth Bank of Australia. Wilson is a director at Fonterra. l


What’s online FMCG has a few web exclusive features to get you clicking.

Comfort foods Rice, noodles and pasta are in hot demand at this time of the year. Key suppliers talk about current trends and new products in these categories on

Reining councils back to their core functions Will businesses see improved services? NARGON CEO Trina Snow considers this on

Are QR codes good for the FMCG market sector? Barry Pyle, managing director of Images in Space, explains it all online.

New Products

Become a customerfocused company


Champion snowboarder Bex Sinclair enjoys the new Tip Top Goodness Grains sandwich bread. For a sneak peek at some of the latest product launches, go to!

In order for organisations to excel, they must do more than simply satisfy their customers, says Kevin Vincent in his online column.

An extensive archive of previous issues of FMCG you may have missed as well as news, category reports and more.

news New mobile phone payment platform Paymark, Vodafone New Zealand, 2degrees and Telecom New Zealand have announced plans to bring the future of mobile payment services to New Zealand. The four companies intend to form a joint venture to launch a trusted service manager (TSM) which will allow New Zealanders to make secure payments, collect loyalty points and use public transport with their mobile phones. This initiative will create the infrastructure necessary to enable many of the cards held in a wallet today – bank cards, loyalty cards or transport tickets – to be replaced by applications securely stored in a virtual wallet on a mobile phone.

At the check out, customers will be able to make payments by simply holding their mobile phone within a couple of centimetres of an NFC-enabled payment terminal. The service will use near-field communications (NFC) technology, which is the global standard for this type of function, to enable the secure transfer of information stored on the customer’s phone to a retailer’s EFTPOS terminal. At the check out, customers will be able to make payments by simply holding their mobile phone within a couple of centimetres of an NFC-enabled payment terminal. The mobile phone communicates remotely over this small distance directly with the NFC reader to complete a transaction. The payment

software is located in a secure part of the customer’s phone and the payment transaction is sent over the banking network the same way it is today. This landmark collaboration between two significant NZ business sectors will bring together the expertise and technology of New Zealand mobile network operators with payments provider, Paymark. Paymark CEO Simon Tong says: “It’s the first time this particular mix of organisations has come together to provide a centralised TSM which will offer world-class, yet low-cost infrastructure – something New Zealand is well-known for around the world. Our priority is to ensure that the technology adheres to the most rigorous global standards so that customers have a great and safe experience.” l

Made with our special sour cream pastry and hand crafted by

all real


If you would like to stock our tasty pies please contact Eye Level Marketing & Distribution on 09-820 5140 or


FMCG may 2012

n ews Shoppers resent credit card surcharge Kiwi shoppers are voting with their feet as many say they’d rather leave their favourite store than pay a credit card surcharge, according to a new retail survey*. The survey, commissioned by public relations agency Impact PR, investigated the habits of Kiwi consumers and their perceptions of having to pay additional credit card surcharges. The research showed the vast majority (90%) of customers would stop shopping at their regular store if a 3% credit card surcharge was added to their purchase. Some merchants began introducing the surcharges freely two years ago after credit card companies removed existing restrictions. But according to the new research there is increasing resentment among customers to the surcharges imposed on those paying by credit card, with nine out of ten Kiwi respondents saying they would shop elsewhere. Impact PR managing director Fleur Revell says the study sounds a warning to businesses about imposing, and also failing to communicate, additional charges at the point of purchase. The survey found that almost nine out of ten (88%) respondents believed retailers adding a credit card surcharge are not adequately communicating enough information about the fee to their customers. Revell says that inadequate communication leading to ‘surprises’ at the till is bound to produce some extreme reaction in customers, which many businesses will already have experienced. “The key to minimising this is to ensure customers know as soon as possible in the transaction process that a surcharge exists and the rationale behind it,” she says. Mark Devlin, owner of shopping website, says retailers who add the credit card surcharge are short-sighted. He says his New Zealand customers have no additional charges of any kind, whether it’s for payment by credit card or freight. “What we may lose in margin we definitely make up for in

customer satisfaction and repeat purchase. We wanted to create a ‘no surprises’ shopping environment where customers could feel confident purchasing a product, without having gone through the whole process only to have charges added on the final screen.” Devlin says he understands Kiwi’s reluctance to take on additional charges and consumers’ disdain for additional credit card charges has been mirrored in other markets. He cites a similar study in Canada which found the introduction of a 3% surcharge would encourage 95% of credit card shoppers to switch stores. * The Impact PR Retail Survey of 1000 New Zealanders was conducted in February 2012 by market research company Perceptive.


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may 2012 FMCG



Food prices need to be in context Katherine Rich, CEO, NZ Food & Grocery Council. Email:

Katherine Rich on comparing apples with apples.

Across the street from the Food & Grocery Council’s office in Wellington is a fresh-food shop with a footpath billboard. Recently it proclaimed, “Food is our common ground, a universal experience.” It’s an obvious enough statement, and it’s why anything to do with food, be it quality or prices, makes news.That’s especially so around the second week of each month, when Statistics NZ dishes up its latest food-price data. Inevitably, the news stories are about the overall rise in food prices (even though some individual food groups drop), and often the media draws comparisons with countries with which we have something in common, culturally.These stories have become formulaic: our food bills are compared to those of our Australian cousins, the media finds an ex-pat Kiwi to talk about how much cheaper food is across the ditch, and a short shoppinglist comparison is done. Predictably, talkback fills with people asking why, in a country that is one of the most efficient producers of food, our prices seem higher than in other countries. It’s a fair-enough question because, on the face of it, food prices are in many cases higher here than in Australia. But all is not what it seems. Although international comparisons are interesting, they are often misleading, and must be used with qualification. To begin with, every country with which we compare ourselves is much bigger than us.That means their economies of scale are vastly different to ours. They produce more items for less because they have larger production runs. As well, currency exchange rates differ, and some still have significant agricultural subsidies to prop up local food production, both of which can greatly affect the price of goods and further distort comparisons with

w w w. f g c . o r g . n z 14

FMCG may 2012

New Zealand. And there is our location and geography, which lumbers us with high transport costs – as the price of oil rises so does the price of consumer goods. As for the rise in the price of our own goods, particularly dairy and meat, we can put some of the blame on economic growth in Asia and the East. As the standard of living there rises and the expanding middle class develops a taste for the type of (quality) food we produce, so demand rises and up goes the pressure on prices. Short of introducing our own subsidies, that means we pay more as well. As long as New Zealand exports to those countries, and collects top dollar, then that’s the way it will be. There are also the twin factors of wages and affordability. Even though each month a lot of the focus is on prices, in the end it comes down to how much we earn and how much we can afford at the supermarket. The Global Financial Crisis has made it tough. We are a low-wage economy. Many people don’t earn as much as those in other countries. That means when prices rise, we feel it more at the checkout than our Aussie cousins do. It’s genuinely hard for so many of our citizens. But as we contemplate this seemingly never-ending spiral of price rises, there’s something else to consider, and it may come as a surprise. Kiwis are actually better off now in terms of their food expenditure than we were in generations past. According to the latest Household Economic Survey, we spend 17% of our disposable income on food (based on $178 of the $1010 average weekly income after tax). Of course, 17% is high for many on fixed incomes and others struggling with the weekly shop, but it’s a much smaller proportion than we have ever spent on food. In the 1950s it was about 50%, and by the next generation it was closer to 30%.This means, relative to incomes, food has never been cheaper or more affordable than it is now. So, are food prices higher than five years ago? Yes, but there’s no one factor responsible. Although food companies think very carefully before passing on increased costs, to a large extent they are at the mercy of influences outside their control. Despite that, food prices are competitive when compared to other countries – you just have to remember it’s not always comparing apples with apples.

recr ui tm en t

Who have you got on your books? Hamish Marr looks at the age-old question that is often asked in the recruitment industry. “Who have you got on your books?” This usually means, “just take a quick look without any real commitment” – and a few of our competitors have been asked to go and do the same. Often there is no real brief given; sometimes a quick ten minutes on the phone and hiring managers think this is the best approach to ‘cover the market’. This approach is flawed on so many levels. For starters, you end up having to give the brief two or three times, then manage two or three supplier relationships over the course of the ‘assignment’. It usually results in a ship load of CVs sailing through your inbox. Often it’s the same active candidates who are in the market that week, who have either just been sacked, or their ‘role has been made redundant’, or they are just bored and disengaged in their current role. Probably not your industry stars. As recruiters we feel that it screams: “Can you go and do a heap of work for me, for a small chance of earning your costs back.” And we think, sure, I’ll flick you over a couple of candidates who I know are actively searching this week (for criteria see above) and go back to the work that is really going to pay off, ie, your other client who you perceive as far more committed and serious about finding someone, and where you are actually going to earn your money. You’d have to be very lucky to secure an industry star using this method of recruitment. The way we

Hamish Marr, senior consultant FMCG – Sales & Marketing OCG Consulting Ltd

search for candidates within the FMCG industry has changed. Advertising campaigns, whilst they have their place, generally don’t reach the top talent in the industry – those who are deeply engaged and involved in their current work, even if they are open to a new role. We have a unique industry that hires from within, and most often from within the country. While some functions (accounting, HR, IT, as examples) can take people from outside the FMCG industry, the same cannot be said for sales, marketing, category and manufacturing, or operations roles. Here at OCG, we have the market mapped. When you need a ‘senior brand manager’, we can show you a list of the 132 senior brand managers sitting in roles in the industry. When you need a ‘business manager’, in most cases we can tell you which of the 92 in the industry are ready for their next move, and what would likely motivate them to make a move.When you need a ‘category manager’, we can tell you which ones have the experience of working in some of the more advanced and sophisticated markets, like Europe or the US, or even dare I say it – Australia. However, we often still need to motivate the real stars to look at your role, by knowing and selling your businesses goals, aspirations and opportunities. This doesn’t start with a, “Who have you got on your books” mentality! 

Fiona Hill Dale Rous Hamish Marr

Kevin O’Shannessey | 09 377 7575 may 2012 FMCG


FRESH & LOCAL Specialist resource writer John Clarke highlights developments in produce, fish and meat supply.

PRIME Pip fruit, that is pears and apples, are best buying along with the new Kiwi kiwifruit and feijoas. Lots of other new fruit; tamarillos, keri-berries, persimmons and quinces. Vegetables starting this month are yams, chokos and southern parsnips and we are still good for red cabbage, Brussels sprouts, and kumara. Best fish for May are kahawai, piper and northern bluefin tuna, if it doesn’t all get exported. Pacific oysters are improving and best of all there are still some Bluff oysters around… at a price.

FINISHED for the year are all our stone fruit, beans, and sweet corn.

FISH Inshore species will slow down as we move into early winter. Groper (Hapuku) is a very good fish and it is a very good time for it, but it is bloody expensive all the time. Tarakihi, that staple of the industry’s main season is slowing and finishes in June, but there will always be some around. Mullet is a beautiful fat fish and still plentiful, and at a great price. There will be lots around until mid winter. Gurnard is always available; a lovely fish you can’t afford to ignore. Again this month trevally and kahawai are in good nick and are greatly underrated, inexpensive fish species. Flounder will get scarcer this month. Tuna quality is still good and the southern bluefin season is on but we will not see much of this fish, the best of the tuna species, as it is worth too much to the export trade. The southern blue cod season is away so we should see a lot more in the marketplace from now on. Warehou is another southern species and the main season is starting and the price is always reasonable.

MEAT All the hoofed animals are in fine condition but beef schedules have seen a slight rise. Beef Local trade schedule prices have lifted slightly but are still below last May’s at around $4.10 per kg. Lamb The price trend is still falling and at 550c/kg average this is 80c/ kg lower than last year. Next season’s lamb kill is likely to be up due to the fantastic feed situation this year and most ewes being in top condition at tupping. Mutton Mutton prices have fallen at an even faster rate than lamb,



with prices $30/hd back on schedule prices, and $80-$90 back on past per head values. Farmed Venison Prices continue to be stable at the 700c/kg to the farmer.

FRUIT Pip fruit, pears and apples along with the occasional quince are the best buying at present. Peaches, plums, nectarines and apricots are about finished. Avocado quality appears to be falling off slightly but feijoa quality, size and volumes are great this year. All the imported sub tropical and tropical fruit are around and appear reasonable quality-wise. Mangoes are in the markets and we are seeing a lot of the Kent and Keitt varieties of mango (the green ones) from Mexico. There are some organic ones from Peru at present and very good quality they are too. This variety seems to keep better and bruises less easily. New Zealand Kiwifruit are back. All varieties of New Zealand-grown melon are about done. You will find some local rock and honeydew out there; watch the quality, but then there are now the imported varieties available. The passion fruit season is tailing off, but New Zealand’s first persimmons will arrive.

VEGETABLES Most of our New Zealand-grown summer and autumn vegetables are shot but‌ Yams will start to show up this month. Brussels sprouts are in and will be at their best over winter and early spring with supplies now coming in from the South Island, to complement those from the central North Island. The main time for fresh Kiwi short cucumbers is over, but the telegraphs come back in quantity in May, all hot house of course. New Zealand tomato supplies are shortening up and prices are rising. Carrots and parsnips quality is good at the moment as is kumara. Celery is available all year and improving in quality from now on. Florence fennel is now available, with good quality and larger bulbs at this time of year. Leeks are at their best over the next few months. Theoretically this is the time of year for wild fungi, but it has been one of the worst seasons this writer can remember; but never mind – the commercially grown mushrooms are a great quality product and are always in good supply. Meadow Mushrooms, by far the largest supplier to our sector, is into its fifth

decade of production. The 40 odd years of R&D has meant that the product has improved immensely and is of consistent quality. They keep a lot better these days than they did a few years ago. But it is worth remembering to replenish stocks regularly as mushrooms lose weight on the shelves and this does nothing for margins. Mushrooms, in dollar terms, are the third biggest seller, behind tomatoes and spuds, and are the fastest growing fresh produce line in the FMCG sector. Pumpkins are still to be had and in good nick, and there will be red cabbage for another month or so. There is a good supply of brown onions, and there are still plenty of New Zealand red onions around, so you do not need to buy the Californian ones. Potatoes are of good quality with main crop potatoes all over the place and plenty of variety too. The (so called) Maori potato varieties are becoming more easily sourced, as more and more growers are getting into them. You should get samples before you buy, as there are about two dozen varieties out there. Each type has a different texture, taste, and colour, and some varieties are not long keepers. We have been

getting some great quality peruperu in particular this autumn and they look like holding on through winter. The trick is they need to be kept in the dark and away from plastic. These old traditional spuds are generally worth the trouble as they knock the socks off the more common commercial varieties.





b e ef + lam b

The Beef + Lamb New Zealand Quality Mark Rod Slater, CEO, Beef + Lamb New Zealand.

Rod Slater looks at the review of a familiar mark.

The Beef + Lamb New Zealand Quality Mark was launched in September 1997 as a response to consumer demand for beef and lamb products of a better, consistently high standard.Today it is a trusted mark of high quality New Zealand product which has met certain standards of animal welfare, food safety, tenderness and leanness. It is very important to the consumer as a signal that a product is of New Zealand origin and it has been an outstanding success in raising standards within the industry. During the early ’90s tenderness testing showed 50% of beef was unacceptably tough, while 25% of lamb showed unsatisfactory results. We knew something needed to be done, which involved upgrades by all in the industry, from farmers through to processors and retailers. In 1996, we established an industry working group, which defined the standards that needed to be met, followed by the launch of the Quality Mark. Once the Quality Mark was launched, processers made a significant investment into improving processing standards (controlled aging known as ‘accelerated aged conditioning’) and upgraded processing equipment

(electrical stimulation equipment). This all contributed to the improved tenderness results, which was the biggest single gain of the Quality Mark programme. The agreed standards, including tenderness, pH, trimming, aging and transportation, have remained unchanged since 1997, apart from a few exceptions. To that end we think it is now appropriate to go through a complete review of all aspects of the Quality Mark (standards, promotion, point of sale, etc) by way of industry consultation. Our thoughts are, in the first instance, to hold three open meetings in Auckland, Wellington and Christchurch during May and June – inviting all retailers and those involved in the industry to attend. It is our hope these meetings will serve as a stepping stone to something much bigger and exciting for the future of the Quality Mark and New Zealand beef and lamb. There are a number of ideas which we are currently researching, such as a change to the tenderness, traceability, and/or fat standard. It may also be that only approved Quality Mark beef or lamb will be eligible to use the Heart Foundation Tick. Another idea we are floating is the adoption of features from the Australian version of the Quality Mark, the Meat Standards Australia (MSA) programme, which has proved a success across the Tasman. Perhaps the suggestion with the most merit to date is the introduction of a Gold Quality Mark Standard. But this too is open for debate. Another issue, which is topical at the moment and of high importance to the consumer, is Country of Origin. Beef and Lamb holding the Quality Mark need to be derived from New Zealand animals, however there may be a way in which we can further highlight this criterion to the shopper. At this point, we are gathering thoughts and are interested in hearing from those in the industry as to how we can upgrade and relaunch the Quality Mark. The points I have raised thus far are all merely ideas, and by September we may have an entirely different idea to present. The floor is open.  For further information please visit or send me an email,


FMCG may 2012


On food waste and temperature Technology can help, says GS1 New Zealand CEO, Dr Peter Stevens. Globally there is a growing recognition that food waste is a major problem that all participants in the supply chain need to tackle. Too much food is produced to meet contracted demand curves. Less-thanperfect produce is disposed of before it even appears on the market. Damaged packaging often condemns the enclosed product to the bin. Food service operators have ‘supersized’ their portions resulting in leftovers or supersized customers. Consumers throw out food with the slightest blemish or first signs of spoilage. In an interesting article “Welcome to the Waste Land” the Sunday Star Times reported that each New Zealander throws out $500 worth of food each year; 3.2 million tonnes of waste were put into landfills in 2006, of which 23% was organic waste. But we are not alone. For example, in the UK every year 18 million tonnes of edible food end up in landfill; approximately one third sourced from producers/ supply chain, one third from retail and one third from households; all with an estimated value of £23 billion. Every American household throws away 96kg of edible food per year. A survey in Sweden found that if supplies were examined from “the plough to the plate”, 50% of all food effectively disappeared. (Source: Sunday Star Times 9 Aug 2009).

Massive cost Food waste is a massive cost to everybody through wasted energy use, costs to dispose and inefficiency. But at the same time many consumers are struggling to afford ‘healthy foods’ and many people are starving. Some of the waste just seems almost criminal. Perversely, many of the quality controls, technology and processes aimed at improving food safety have increased the amount of food waste. Best-before dates that are overly cautious or rigorously interpreted as ‘expiry dates’, are a classic example. Food close to the best-before date is often pulled from the shelves automatically and consumers don’t understand the difference between a best-before and an expiry date. Even second-tier retail outlets that have sprung up offering discounted food that is just at or beyond the best-before date are aware that they move in the ‘grey zone’ of

Dr Peter Stevens, CEO, GS1. Email:

legal risk because of their business model. The economic benefits of reduced food wastage in supply chains are obvious. It can be a national issue for countries that import a high percentage of the fresh produce they consume, such as South Korea for example. In that country, 25 percent of all imported perishables are reportedly tossed out before reaching retail store shelves. The South Korean government is sponsoring trials on continuous temperature monitoring of imported foods through the sensor-tagging of containers from the place of origin, through to the end of the supply chain in Seoul, Incheon or Changwon. Many food products are easily perishable. Their storage for more than a day or two and their transport to market can require careful control of temperature and/ or humidity. Spoiled fruit, vegetables, meat, fish or dairy products are worthless.

Technology to the rescue However, there are some innovative technologies and approaches that are offering some promise of less waste. Radio Frequency ID is already used to monitor the movement of goods through many supply chains. However, low-cost tags are now emerging that operate on ultra-high frequencies with long-read distances and can monitor temperature and humidity in the storage of perishable foods and other goods in long supply chains. Indeed, right now several companies internationally are rolling out semi-passive tags for this purpose.They are going with current technology that is not quite perfect but economically viable and still capable of delivering big benefits. They recognise that still cheaper tags – or some better solutions yet – will arrive in the future. Moreover, growth in demand for RFID tags today is a key stimulant in the development, and commercial availability, of the more efficient types of tags in the future. By adopting ‘good enough’ technology today, companies can bring forward better solutions tomorrow. Let’s hope that the FMCG sector and consumers collectively can work together to reduce waste – technology will assist, but focus by humans is a prerequisite! may 2012 FMCG


n a rgo n

Meeting new requirements Trina Snow, executive director, NARGON.

Be prepared for the tobacco display ban, says Trina Snow.

From Monday 23 July 2012 retailers in New Zealand will be legally prohibited from displaying tobacco products in their stores. Fundamentally, stores will have to ensure that no tobacco products are visible to the public, either from the inside or outside of their premises. It is a significant new requirement and one which will require some shops to make significant changes. Queensland and the United Kingdom have similar bans though both jurisdictions chose to phase them in. The Queensland ban commenced in mid-November 2011 but ‘active enforcement’ of the law only began on 1 March 2012. Britain took a different approach – the tobacco display ban came into force on 6 April 2012 for large stores (over 280 square metres) but will not apply to smaller shops until 2015. Here, all stores will have to comply with all sections of the Smoke-free Environments (Controls and Enforcement) Amendment Act 2011 from 23 July. NARGON consistently opposed the ban on the grounds there was no evidence it would reduce smoking. However, now that it has been passed by Parliament, we are actively supporting stores to comply fully with the new requirements. To help the transition, the Ministry of Health has issued common guidance to both retailers and the Smoke-free Enforcement Officers who will administer the law. Both groups will be working from the same set of guidelines which are available on the NARGON website nargon. there are still some grey areas to be worked through, NARGON commends the Ministry on this transparent approach and is hopeful it will help minimise compliance costs and other negative impacts. As well as ensuring tobacco products are not visible on the shelves or at the point-of-sale, stores need to be careful when tobacco products are sold, delivered or re-stocked. The law says they can be “visible only to the extent necessary” but this is not defined in the


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legislation. The guidelines make several references to “fleeting glimpses of a small number of branded packs at any given time” indicating very little tolerance. The Ministry says,“Storage options and retail practices should allow the retailer to readily identify and handle tobacco products without exposing the branded imagery on the packs to the public.” They strongly warn that simply covering up existing displays may not meet this threshold as the packaging will be visible during sales and re-stocking. Storing tobacco under the counter is likely to meet the requirements. New storage cabinets designed to meet the new imperative to hide – rather than display – tobacco are also likely to be accepted. Self-closing doors are recommended. The guidelines certainly mean that stores cannot show an uncertain customer their range of tobacco products in branded packaging. However, providing an unbranded list of products and prices will be acceptable. Such lists can only be given to customers over 18 and only on request – they cannot be displayed. Although the Ministry considers the new requirements will encourage stores to move to smaller tobacco display cabinets, the restrictions around re-stocking mean this might not necessarily happen. The guidelines note that “if restocking is completed during busy times there is an increased risk that tobacco products will be left in the view of customers. To reduce the chances of noncompliance, retailers should consider restocking when the premise is closed or during quiet times.” However, if a person is re-stocking, even in quiet times, they cannot leave to serve a customer or perform any other task until the products are removed from sight and all doors or displays are closed. Large storage (not display) cabinets may be a necessity for some busy stores. There are serious consequences for non-compliance. A person who, without reasonable excuse, allows tobacco products or packaging to be visible beyond the extent necessary commits an offence and is liable to a fine of up to $10,000. The guidelines should be studied carefully by all stores. The NARGON website also contains an additional guide prepared by British American Tobacco on how to meet the new requirements. They have allowed us to share it with members in the interests of getting full compliance with the legislation.


GLUTEN FREE FOOD & ALLERGY SHOW ma king life ea sier

9-10 June 2012 10am-5pm, ASB Showgrounds, Greenlane





Seminar timetable at:

The rise and rise An increased awareness of allergies, food intolerance and Coeliac disease drives the demand for more gluten free products in stores. FMCG finds out what’s new in this category.


ealtheries has a wide range of wheat and gluten free (GF) products available in supermarkets nationwide, including breakfast cereals, pastas, snack bars, bread and baking mixes under the ‘Simple’ brand, as well as baking ingredients such as rice flour, rice flakes, cornmeal flour, ground LSA and ground linseed. Healtheries ‘KidsCare’ brand also has a range of GF snacks, such as Rice Wheels, Rice Rounds, and Corn Tubes in a variety of flavours. James Ford, senior product manager at Healtheries says: “Healtheries believes in making good snacking habits easy, and recently launched a new range of Grain Wafers, which come in square and round shapes, are wheat free and endorsed by Coeliac NZ with the crossed grain logo.They also have no artificial colours or flavours and no added MSG, making them a healthy, tasty snack with or without toppings.” The new square Grain Wafers come in three varieties, which are packed full of nutritious grains and seeds such as corn, rice, buckwheat, quinoa, amaranth, millet, sunflower seeds, linseeds and sesame seeds. “They’re the perfect bread replacement – being deliciously light and crispy, lower in kilojoules and sodium than regular bread – so ideal if you’re watching your weight and looking to lower your energy intake 22

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without compromising on taste,” says Ford. The new round Grain Wafers come in three flavours: Sour Cream & Chives; BBQ Chicken; and Sea Salt & Cracked Pepper. They are lower in kilojoules and saturated fat than other more-ish snacks like regular potato chips, but pack just as much flavour. “We are always looking for ways to improve and expand our range of wheat and gluten free products we offer to consumers and have more innovations planned for later this year,” says Ford. “An example of this is two new varieties of the much-loved Healtheries Ground LSA (Linseed, Sunflower & Almond), which are wheat and gluten free, and a source of fibre and omega-3. Healtheries Ground LSA Super Fruits is a blend of LSA with added blueberry, strawberry and blackcurrant fibre – perfect for adding to smoothies, breakfast cereals, porridge and muffins. Healtheries Ground LSA Super Grains is a blend of LSA with added black chia, buckwheat and quinoa – perfect for adding to homemade breads and baking, hearty stews and soups, or sprinkled over salads.”

Venerdi CEO Tim Grainger told FMCG: “Our team at Venerdi in west Auckland produce the Venerdi range of gluten free and dairy free products

featu re

of GF products and more recently a brand called ‘Gluten Freedom’.We launched both a white and brown sandwich loaf under the ‘Gluten Freedom’ brand early this year and are launching gluten and dairy-free burger buns on 23rd April to complement the bread. The buns are our most wheat-like product yet! We are trying to get to a point where gluten free is as user friendly as wheat products. “Gluten Freedom bread has started well and we are continuing to get steady growth in a sector that is quite competitive. “People are enjoying the range of gluten free baked goods that is grow-

ing at a rapid pace. They are excited to try new products and the products that they continue to purchase are those that fit well into their lifestyle and taste good. We expect the strong in-store growth in this category to continue,” says Grainger.

Diamond In September 2011 Diamond launched a range of five GF pasta variants into the New Zealand market and these have rapidly established a share in excess of 18% of the GF segment, says Paul Doherty, key account manager (Aztec TKA Diamond Gluten Free Qtr value

“We expect the strong in-store growth in this category to continue.” Tim Grainger, CEO, Venerdi share of Total Gluten Free – 13 weeks to 26/02/2012 – 18.27%). He says: “The launch of Diamond Gluten Free Pasta has reinvigorated the segment and as a result Gluten Free Pasta is growing more than two and half times faster than total pasta (Aztec TKA Total Gluten Free Qtr value sales vs YA – 13 weeks to

may 2012 FMCG


love the taste and texture. A further benefit to our range has been the large number of potential allergens which were excluded in the product development.” Diamond GF pasta is vegan and free of gluten, wheat, dairy, yeast, GMO, peanuts, tree nuts, eggs and soy.

Kettle Korn

26/02/2012 + 8.17% and Aztec TKA, Total Pasta Qtr Value Sales v YA – 13 weeks to 26/02/2012 + 3.11%). Doherty explains:“All of that growth has come from Diamond Gluten Free Pasta (Aztec Total Gluten Free Qtr Dollar Growth Actual YA – $47,531 to 26/02/2012 and Aztec Total Gluten Free Diamond Qtr Dollars Growth Actual YA – $114,992). A number of factors have been key to the success of this launch says Doherty. Bold and consistent premium packaging across the range has given Diamond a very strong shelf presence. The range of Spaghetti, Macaroni, Lasagne Sheets, Spirals and Penne encapsulates the primary shapes which make up over 80% of all pasta sold. The extensive launch campaign including a TV advert, on-line campaign and close association with key publications, plus working with the Coeliac Society and its database to generate trial. Doherty comments: “Consumer feedback has been fantastic. They 24

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New Zealand Kettle Korn is a new, lightly salted, slightly sweet, popcorn that is GF, as well as soy, dairy and peanut free. Managing director Michael Howe told FMCG: “We launched New Zealand Kettle Korn on a retail level in September 2011. We operated as a concessionaire at local events and festivals for one and a half years before our retail launch. Working at events and festivals is a great opportunity for us to meet Kiwi families, many of which suffer from severe food allergies, including gluten allergies.” During the first one and a half years, mums continually expressed their support for a retail product like NZ Kettle Korn that not only addressed their families’ allergy issues, but tasted great. Weekly we receive emails from customers like this: “I just wanted to take the time to thank you for making the most amazing popcorn I have ever had. I am blessed with dairy and gluten allergies and when I saw your packaging, I was over the moon. I have been finding it difficult to find satisfying snacks, and now I just buy several packets of your jumbo sized Kettle Korn weekly – I’m addicted and have already started spreading the word to family and friends.” Howe says: “Our growth in only two quarters has been nothing less than incredible. Our marketing plan includes the launch of multiple flavours of Kettle Korn. We are also in the process of launching a new line of air popped popcorn in a variety of flavours. New Zealand Kettle Korn will soon become known as the #1 quality gourmet popcorn product on the market.”

Emma Mushrooms Meadow Mushrooms has captured the best of mushrooms by offering a full range of canned products under the brand of Emma. Emma Foods has been in business since 1978. Based in Christchurch, Emma Foods is New Zealand’s only canned mushroom producer. The range consists of: 220gm Sliced Mushrooms in Sauce 425gm Sliced Mushrooms in Sauce 220gm Whole Mushrooms in Brine 220gm Sliced Mushrooms in Brine. These four variants are gluten free and have no artificial preservatives or added flavours, says spokesperson Yvonne Clyne. She explains:“The Emma brand has a 36.8% share of the canned mushroom category (TKA Aztec MAT period ended 11 March 2012). Emma canned mushrooms can provide a quick and tasty meal in minutes; just ‘heat & eat’. Ideal for a quiche filling, oven baked potatoes or kumara, sauce for steak, base for a soup, added flavour for pasta, paninis and hearty winter casseroles.” Clyne says: “Don’t forget to come and visit the Emma sales team at the Gluten Free Food & Allergy Shows in Auckland, Wellington and Christchurch. For further information please contact our sales team: Mark Santy (Southern Region) 0272 202 452; Tracy Scott (Central Region) 0274 972 823 and Zane Hutching (Upper North Island) 0274 859 826.”

Blackball Salami Company The legendary Blackball Salami Company is famed for producing some of New Zealand’s finest oldfashioned salamis and top quality speciality smallgoods. Using only the best lean NZ meats, the boutique West Coast butchery handcrafts a superb array of MSG free and GF products. The company’s cooked chorizo and fresh pork sausages took out









“Over the past couple of years we have found the gluten free market more competitive and the standard of products is constantly improving.” Kirsten Unger, business director, Bakeworks

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FMCG may 2012

Bronze medals in the Great NZ Sausage competition, as well as Silver for the black pudding. Director Debbie Russ says: “Our range includes venison, Italian and original salamis, smallgoods including chorizos, cabanas, biersticks and manuka-smoked bacons, as well as a selection of delicious gourmet sausages and patties. The products are available from leading supermarkets and speciality food stores. You can visit for more information.”

Bakeworks Kirsten Unger, business director Bakeworks says: “Gluten free foods have seen a huge growth since we started baking gluten free bread and cookies over 10 years ago. When we started there were minimal bakeries around producing gluten free options and the quality was very average. We thought we could do better; why shouldn’t gluten free baked goods taste as good as ordinary wheat based products? We focused our development on baking a loaf of bread as close to the real thing, and in 2004 we launched our ‘Liberte’ gluten free bread range.The French word ‘Liberte’ means freedom and that seemed the perfect name for bread that is free of gluten, dairy, eggs and soy, but is soft enough to make a sandwich. Our Liberte bread range can be found in both

Progressive and Foodstuffs stores nationwide along with our gluten free cookie range and gluten free breadcrumbs. In March we launched the first ‘Gluten Free Hot Cross buns’ for Easter in NZ supermarkets and the response was amazing. They were extremely popular and we had trouble meeting demand. Over the past couple of years we have found the gluten free market more competitive and the standard of products is constantly improving. Our aim is to keep coming up with innovative products and use only the best quality ingredients to ensure our brand continues to grow. We have some exciting new product launch plans throughout the year, including a gluten free Fruit Loaf, which will be available in stores shortly.”

Hutchinsons GF Golden Days Sesame Snaps and Peanut Snaps are supplied by Hutchinsons, along with Trident Rice Vermicelli 125g; Trident Rice Stick Noodles 250g and Trident Authentic Thai Packet Soups in Hot & Spicy; Laksa; Tom Yum; and Chicken variants. Hutchinsons has just launched Golden Days Peanut Snaps in a handy three-pack. Sasha d’Entremont, senior product manager at Hutchinsons says: “Golden Days Peanut Snaps are brand new to New Zealand; they’ve

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featu re been very successful in the Australian market and are off to a great start here. “We’re still in the process of launching Golden Days Peanut Snaps and part of our launch strategy is to exhibit at this year’s Auckland Gluten Free Show. “More and more New Zealanders are realising that gluten free products are a great, healthy alternative to traditional wheat based options. With wheat and gluten intolerance on the rise I believe this consumer-shift to gluten free products is only set to increase.”


wheat and gluten free range in the next 12 months,” says Taylor.

Vogel’s Café-Style Light Original Hubbards and Vogel’s Café-Style Light Berry “The New Zealand Breakfast Cereal are made with no wheat or gluten- Specialty segment, which is largely containing ingredients. made up of gluten free cereals, is “This makes them extremely pop- worth $8,112,491* and is showing ular with people who want to reduce strong growth of 5% over the last year. or manage their wheat intake, and Hubbards Thank Goodness Original their great flavour means that once – a blend of rice pops, fruits, nuts and they are on the breakfast table the seeds – continues to be the number rest of the family want them as well,” one gluten free cereal in the segment says Vicky Taylor of Smartfoods. with over 13% growth over the last She adds: “The range grew 19% in year*,” says Rebecca Bergs, marketthe last year (Aztec Mat 27/3/12), ing manager, Hubbards Foods. demonstrating just how much New She explains: “More and more Zealanders love these products. people are adopting a gluten free Smartfoods will be using the Gluten diet or partially gluten free diet as a Free & Allergy Shows as a way to tell way of promoting a healthier lifestyle more consumers about these prod- for themselves. This, and the growFMCG_Quarter Page ucts and further build sales. Vogel’s ing number ×of180mm(w) people medically diHORIZONTAL: 58mm(h) plans to add further products to its agnosed with a gluten intolerance,

has led to demand for more gluten free versions of existing wheatbased products and greater variety overall. They are also looking for a brand they can trust to deliver a truly gluten free product.” There are currently five cereals in the Hubbards Thanks Goodness range. These have been developed to appeal to a wide audience, including children, ranging from GF cocoa puffs to GF brown rice porridge. The range meets the standards set out by Coeliac New Zealand and carries the organisation’s ‘crossed grain’ logo, which gluten-sensitive consumers look for and trust. “Hubbards will be extending its Thank Goodness range over the next few months with some innovative cereals that will specifically appeal to adults,” reveals Bergs. *Aztec MAT to 01/04/2012

may 2012 FMCG


accounts (Aztec scan data, volume, MAT to 04/03/12).” From 2009-2011, the gourmet yoghurt segment has grown from a segment worth $7.5M to $25.8M retail sales dollars and continues to show strong growth, says Jacka. He explains: “This growth has been driven by consumers’ desire for a rich and creamy style yoghurt. Piako’s success was based on understanding this gap in the New Zealand market for gourmet yoghurts and producing simply the best yoghurt in the world. Don’t believe us? Just go and buy a tub!”


Piako Manufactured by Tasman Dairy Producers and distributed by the Kiwi Yoghurt Company, GF Piako Gourmet Yoghurt is proudly Kiwi and family owned, with a simple goal to provide the best gourmet yoghurt products for New Zealanders. Spokesperson Shaun Jacka told FMCG:“Since launch in 2009 things have gone from strength to strength at Piako, achieving 92% volume growth through key accounts vs last year and the delicious Passionfruit Yoghurt achieving top position as the number one product in the premium/gourmet segment in key


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All FreshFields products are GF but they have an interesting extra health bonus. At the 2011 Auckland Gluten Free & Allergy show, dietician Anna Richards came by the Enzafoods stand and learnt the 120gm FreshFields Apple Sauce was made from variety-specific Royal Gala apples and this is what she had to say. “Royal Gala is a bland sweet apple and is much lower in the naturally occurring food chemical called salicylate. Salicylate can be an aggravator of eczema in young children and is not well tolerated in salicylate sensitivity. Apple varieties such as Granny Smith, Braeburn etc are much higher in salicylate and are not recommended for

children with allergens or eczema”. Richards is said to be recommending the 120gm FreshFields Apple Sauce to her customers; she particularly liked it for mums feeding small children. The 120gm pouch purees are great as a base for feeding to infants straight, or adding cooked vegetables or other fruits, and are readily available in supermarkets throughout New Zealand. Consumers with gluten intolerance often find ingredients for baking difficult. Apple sauce is recommended as a replacement for butter and/or eggs in many recipes, and the FreshFields Apple Syrup is always a treat as a drizzle or topping – it is made from 100% NZ apples and GF, says spokesperson Robin Percy.

Seasons Soups Luciell McIlroy, managing director, Brelita Foods, says: “We have just launched a new brand called Seasons, starting with a fine dining

featu re range of gourmet soups, which are now available in selected supermarkets. Our head chef Mark Harman, ex Dine by Peter Gordon, has used his vast fine dining experience to create four restaurant quality soups that not only taste exquisite but are all gluten free. The four new flavours are Smoked Kahawai Chowder; Kumara, Coconut & Lemongrass; Pumpkin, Parmesan & Basil; Tomato & Vanilla Bean. Mark’s passion is for great food that tastes fantastic but is also good for you. Check out our website for our product range.”

Crombie & Price Auckland-based Crombie & Price supplies a wide range of brands, including Orgran; Naturally Good; Leda Nutrition; Eskal; Sweet William and Buontempo. Among the new gluten-free products the company has launched in the past 12 months are: Leda Arrowroot biscuits; Sweet William Scooby Do Mud; Orgran Face biscuits; three Orgran pastas; Orgran crimpers and Buontempo Macaroni & Cheese. “We will be launching up to six more products soon,” says spokesperson Catherine McArdle. For more information visit

Easiyo Easiyo manufactures ambient yogurt sachets that are supplied in the ambient section in supermarkets all over NZ.

“We also supply the Easiyo maker, which makes it possible for consumers to make a high quality premium yogurt, within the comfort of their own home,” says Stuart Silkstone, national accounts manager. Easiyo is a completely natural product that contains no stabilisers or emulsifiers and is gelatine and gluten free. “Also suitable for vegans and Halal approved, it really is a superb product that can be enjoyed by many consumers,” says Silkstone. He adds: “In 2010, we introduced a new premium sub-segment, and these [products] have been met with tremendous acceptance. In 2011, we added two more lines to this segment that drives consumers to purchase a higher value item and trades the category up. We launched Greek & Coconut ’n Bits, with real coconut pieces, as well as Blueberries & Cream to complement the current premium offer. These have done exceptionally well since introduction. “The ambient yogurt market is worth $12 million, growing at 11.5% MAT, with Easiyo overall growing at

22% (Aztec 26/02/12). The premium sub-segment is absolutely rocking, as an example, with sales well in excess of +250% in all major retail channels in each region across the country, versus last year,” comments Silkstone. Among other exciting new launches this year are Greek & Cranberry ’n Bits and Mixed Berries ’n Bits. “We are also introducing a stunning new yogurt base for a smoothie – new Easiyo Vanilla Bean Smoothie. Now you can have all the benefit of Easiyo yogurt, in a handy smoothie base − just add fruit and let your imagination run wild! “Consumers are definitely trading up to a more premium product that offers true value. “Products like Easiyo ’n Bits range and yogurt products in the chilled section with real fruits pieces are increasing in sales and popularity,” he says. For more commentary and product updates in this category see

The legendary Blackball Salami Company is famed for producing some of New Zealand’s finest old-fashioned salamis and top quality speciality smallgoods. Using only the best lean NZ meats, the boutique West Coast butchery handcrafts a superb array of MSG & Gluten free products. Our range includes venision, italian and original salamis, smallgoods including chorizos, cabanas, biersticks and manuka smoked bacons and a selection of delicious gourmet sausages and patties. Purchase online or from leading supermarkets and speciality food stores. BRONZE MEDAL - PORK in the Great NZ Sausage Competition 2011 Blackball Salami Co. > ph (03) 7324111 >

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cate go r y c h e c k

Pantry staples Consumers have learned to appreciate quality oils, which have become must-have items that can now be found alongside sweet spreads and other essentials in most New Zealand pantries.


he olive oil market is very busy with a number of new brands being presented to the category. William Aitken & Co, for example, is actively working on new product development, with a focus on innovation and growing category value over the long term. “We are not interested in launching items that are me-too’s,” or that encourage commoditisation and devaluation of the Oil category,” comments Jenny Gibson, business manager William Aitken & Co. William Aitken & Co imports and distributes Lupi Olive Oil, which is New Zealand’s number-one selling olive oil and cooking oil, according to Gibson. “We also market New Zealand’s largest selling Grapeseed Oil, Azalea; Olys Cereal & Fruit Oil, and Bertolli Olive Oil sprays,” she says. In 2011 Lupi Organic Extra Virgin Olive Oil 750ml was launched as an extension to the Lupi premium 750ml range. Gibson says:“The Organic variant has generated incremental sales for the 750ml range, which grew by 30% in volume in the past six months versus


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the previous year (Aztec data to 18/03/12). Despite having less than 52 weeks of sales, Lupi Organic Extra Virgin Olive Oil 750ml is already ranked number 14 on an MAT basis in Total Key Accounts, ahead of many well-known mainstream olive oils. There is no single secret to its success – it’s a high quality product at a retail price point that encourages purchase. The eye-catching packaging, a strong marketing programme, and growing consumer interest in environmental issues, have all played a part.” Gibson says: “William Aitken & Co will continue to educate consumers with excellent above the line spend, encouraging purchase of Lupi Olive Oils by promoting their versatility and health benefits, and in turn driving category value.”

Borges Olive Oil Aceites Borges is a family-owned Spanish olive oil producer dating back three generations to 1896. The company is one of the world’s leading producers of olive oil and Mediterranean products and exports to more than 100 countries. “The Borges brand olive oil is a high quality Spanish olive oil which is proudly and accurately labelled with its country of origin,” says Debbie

Wharfe of James Crisp. She adds: “In Zealand, Borges Olive Oil is the number three ranked olive oil brand in the market with a 4.2% value share (Nielsen MAT to 18/03/12). Borges has also consistently rated highly in NZ Consumer magazine’s olive oil reviews in both 2006 and 2008. In the 2008 review, Borges’ quality was judged as very highly rated, ahead of all other imported olive oil brands. Borges offers exceptional value for money with a quality olive oil at a competitive price.” She explains: “James Crisp has been representing Borges in New Zealand since 1988, and recent success shows Total Borges Olive Oil is experiencing value growth of +22% for Current MAT (Nielsen to 18/03/12).” The Borges range consists of an Extra Virgin Olive Oil with a maximum acidity of 0.5%, a Pure Olive Oil and an Extra Light Olive Oil, all of which are available in 500ml and 1 litre pack size. Spain is the largest volume producing country of olive oil so it is only natural that such volume share gains are possible by a Spanish brand – even Italian olive oil companies rely heavily on good quality Spanish oil in order to meet the volume demands and price for their customers, says Wharfe. “James Crisp is forecasting continued brand share growth across all banners and is focused on maintaining

oi ls & sweet spreads

Alfa One Rice Bran Oil

strong promotional activity at store level along with growing our brand awareness through other promotional and above the line activity,” she says.

The Village Press “The Village Press Olive Oils are now the 4th most sold brand of Olive Oil in New Zealand supermarkets (Aztec 07/08/2011),” says Wayne Startup, CEO. The Village Press has a strategic objective of producing a quality New Zealand Olive Oil, at an affordable grocery spend with good distribution and New Zealand supermarkets have contributed to that vision with the allocation of shelf space to enable ease of access for consumers. Startup says: “The endorsement of The Village Press Olive Oils is evidenced with the new product introductions under the Al Brown & Co range of Bag ‘n Box ExtraVirgin Olive Oil and Infused Olive Oils. Foodstuffs Wellington has recently introduced The Village Press 1 litre Bag ‘n Box as an advertised range product – with promotions and in-store tasting programmes arranged to extol the virtues of this innovative product format.”

Hansells Food Group has recently launched a new 3-litre pack under the Alfa One brand. This innovative new pack is the shape of a tin, but is made from recyclable plastic.The base of the container is see-through, so the appealing golden colour of Alfa One Rice Bran Oil can shine through. A pull-out spout is enclosed in the black portion of the tin and is located in the middle of the pack for easy pouring. Susan Harvey, senior brand manager, Hansells Food Group, comments: “This innovative packaging design is possible as Alfa One Rice Bran Oil has higher levels of antioxidants than other oil types, which protects the oil from light degradation. The result is a striking pack, which offers consumers value for money.” She adds: “With health, versatility and pricing being key drivers for the category, Alfa One continues to perform very well. Alfa One 1L is the number one selling SKU in the category and is the fastest growing brand in the category with $ growth of 9%.* The new Alfa One 3L has been very well received by retailers and is performing well.” In the coming months you will see the Alfa One spread range undergo a transformation with fresher packaging and a new range, reveals Harvey. “The new look is fresh and tasty and more effectively communicates key benefits and will stand out on shelf. Amongst other things it will communicate key selling benefits such as great taste, no palm oil and made from rice bran oil.” *Aztec data TKA MAT to 19/02/12

NZ Premium Foods NZ Premium Foods is very excited to present its latest range of foodies for food lovers Extra Virgin Olive Oils, says Rachael Speedy, director. Only the latest season’s olive oil is bottled, capturing premium quality oils, fresh

and full of flavour. The fresher the olive oil the healthier it is, as it is high in antioxidants, nutrients and vitamins, says Speedy. The foodies range of Extra Virgin Olive Oils (EVOO) features five varieties.The foodies for food lovers Extra Virgin Olive Oil in 750 and 250ml are smooth and delicate EVOOs. Ideal for pasta, dressings, mayonnaise and drizzling over food to bring out those delicious flavours. The foodies for food lovers Extra Virgin Olive Oil with a dash of Lime; or Roasted Garlic; or Chilli, in 250ml are delicious, flavoursome olive oils blended with the finest natural oils giving them a delicate but subtle finish. “These EVOOs are so versatile and easy to use, adding

THE BREAKDOWN Current MAT to 25 March 2012 Total Spreads: $129.625m Value % Chg vs YA 6.7 Total Honey: $34.339m Value % Chg vs YA 15.3 Total Jam: $29.839m Value % Chg vs YA 4.0 Total Marmalade: $8.107m Value % Chg vs YA -0.8 Total Peanut Butter: $25.142m Value % Chg vs YA 7.3 Total Sweet Spreads: $14.131m Value % Chg vs YA 4.0 Total Vegetable & Yeast Extracts: $17.490m Value % Chg vs YA 0.0 Total Liquid Cooking Oils: $78.320m Value % Chg vs YA 0.6 Total Solid Oils & Fats: $2.447m Value % Chg vs YA 1.9 * Nielsen New Zealand ScanTrack (Databank)

may 2012 FMCG


cate go r y c h e c k delicious flavours to everyday dishes,” says Speedy. She comments: “There has been a real shift towards consumers using good quality EVOO as they become aware of the benefits of this liquid gold. Studies have shown that EVOO contributed to the decrease of illnesses such as heart disease and skin ailments. The dark green bottles help preserve the foodies range of ExtraVirgin Olive Oils, keeping them fresh and bursting with flavour.”

Telegraph Hill Geoff Crawford, managing director, told FMCG: “In the New Zealand Extra Virgin Olive Oil niche category, I’ve found that when given a choice people still migrate towards the good oils with full fruity flavours over the oils with a pungent peppery finish. These oils have a crisp mouth feel and clean taste, and are used with food that has a medium to mild flavour. “An easy everyday example of use would be to drizzle on steamed vegetables, eliminating preparation of cheese sauces or melted butter. Those oils with a pungent or peppery finish complement robust foods like rocket salads, reduced tomato pasta sauces and game meat. It is these oils that regular users of olive oil will migrate towards once they look to discover new olive oil flavours. “I’ve found a trend towards infused oils, and those producers who follow this trend are benefiting from increased sales. Oils that are doing well


FMCG may 2012

are those with flavours that are linked to ingredients used when using olive oil. These ‘click’ in people’s minds and make culinary sense – garlic and olive oil is a ‘natural’. “Here at Telegraph Hill we are developing four oils, soon to be released. While Roast Garlic is a definite, trial sales through the tasting room are going well on other flavours. We are aiming for flavours that will complement and enhance the natural fruit and ‘mown lawn’ flavour of Telegraph Hill olive oil, with a unique twist. For example the citrus-infused oils are quite commonplace in the market, so we are looking to build on this with an additional flavour twist such as Lemon Pepper, Lemongrass & Kaffir Lime Leaf, and Mediterranean herbs. These are all under development and getting reviewed by visitors to our Olivery shop in Hastings,” says Crawford.

Grove “Grove continues to dominate the grocery sector as the market leader in avocado oil*,” says spokesperson Fran Bailey. “The brand is known as the number one avocado oil for quality, taste and high heat cooking.” Grove pioneered the commercial production of avocado oil in NZ 12 years ago and only uses NZ grown avocados, which also happen to be the finest oil-producing avocados in the world. The avocado flesh is delicately cold-pressed in a single extra virgin process ensuring the oil reaches the bottle in its purest and most

nutritionally beneficial form. The nutritional value of avocados is well-known; in fact they are considered the most nutritionally complete fruit in the world by the Guinness Book of World Records. Bailey says:“This goodness is retained in Grove avocado oil, which has a unique and complex blend of lipids, phytochemicals, vitamins and antioxidants essential to our everyday health. These include: vitamins A, C, B6, E, D, potassium, zinc and folate, omega 3 and 6 fatty acids, lutein, and magnesium (less than 10% RDI).” Grove has been significant in growing the avocado oil category in New Zealand. The company has built a reputable brand and grown its product range over the years to include a line of flavour-infused avocado oils alongside its extra virgin avocado oil, which is also available as a cooking spray.The infused-flavours, which are all natural, include Lime, Lemon-Pepper, Chilli, Horopito, and Garlic. Available throughout the majority of supermarkets in New Zealand, Grove avocado oil has combined the science of processing technology with the art of craftsmanship, to perfect the creation of what is known today as one of the world’s premium culinary oils. *Aztec Data MTD 79.9% 25/03/12

Healtheries Dietex preserves Healtheries has a unique range of Dietex preserves tailored specifically for those managing their blood sugar levels or their weight, and who don’t want to compromise on taste. Dietex preserves are made with sorbitol, a sugar alcohol naturally found in food that is 60% less sweet than sucrose, contains one third fewer calories than sugar, and does not contribute to dental decay or cavities. Sorbitol is slowly absorbed, therefore the rise in blood sugar levels and the insulin response associated with the intake of sugar is significantly reduced. Products sweetened with sorbitol are ideal for those managing their blood sugar levels and calorie intake.

cate go r y c h e c k “The Healtheries Dietex range are delicious fruity preserves – available in the best selling Marmalade, Apricot and Strawberry, and are ideal on bread, scones, and as a filling for cakes,” says James Ford – senior product manager.

St Dalfour St Dalfour conserves are premium spreads, imported into New Zealand since 1998 by Storehouse Imports. Jane Campbell, managing director, says there is a move towards a pure and natural philosophy; all over the world people are demanding foods that are guaranteed to be free from chemicals, additives and artificial ingredients. She says St Dalfour is totally committed to “all natural” foods and the St Dalfour range contains no added sugar, no additives, no preservatives and no artificial flavours or colours. St Dalfour also has the added benefit of being low GI, gluten free, and 100% spreadable fruit. The St Dalfour conserve range brings age-old French traditions together with New Zealanders’ love of fruit, creating a premium, great tasting, healthy alternative. “St Dalfour conserves are pure fruit. The fruit is selected by size so that it remains whole and the flavours stay pure and intense. Only the natural sweetness of concentrated grape juice is added, which produces a taste which is fresh and pure,” Campbell says. The conserves are made in small batches to ensure quality and consistency using time-honoured methods of conserve making. The team at St Dalfour is dedicated to quality throughout every step of production and presentation. “St Dalfour’s commitment to quality, healthy eating and superior taste is unwavering and never subject to compromise,” says Campbell.

Heinz Wattie’s Heinz Wattie’s has the Craig’s and Roses brands in Jam and Marmalade. Vicki Sew Hoy, senior product manager, told FMCG: “Craig’s continues to be the market leader in the Jam and 34

FMCG may 2012

Marmalade category with 27.1% value share, growing at 2.2% and Roses is the third branded player with 7.7% share, growing at 4.5% (Nielsen MAT data to 26/02/12). “Kiwis just love the tried and true taste of Craig’s. Heinz Wattie’s also has the ETA brand in the Peanut Butter category. ETA is the market leader in Peanut Butter with 20.5% share (Nielsen MAT data to 26/02/12).” She comments: “In Jam and Marmalade consumers are wanting authentic product, full of fruit and something that tastes delicious when they spread it on their bread, toast, or crumpets. In Peanut Butter, consumers have a choice of sweet or savoury Peanut Butter. Ask any Peanut Butter lover, and they’ll definitely have a loyal preference. For consumers wanting a great savoury Peanut Butter taste, ETA offers a nut-packed Peanut Butter with 95%-98% peanuts across the whole range.”

Barker’s sweet spreads Barker’s of Geraldine produces Anathoth jams, the traditional jam made with simply fruit and sugar and Barker’s of Geraldine jams, marmalades, curds and fruit spreads.There are also some exciting new and innovative products soon to be launched in 2012. “Our two brands have shown pleasing growth in a mature category that has declining unit growth and shows consumption decline,” says Danielle Esplin, marketing manager, Barker’s of Geraldine. She explains: “Anathoth, after 25 years, is still growing ahead of the market having 17% value share as a premium jam (RRP$4.99). Unit growth of +5.7% is pleasing given the category shows unit decline of -1.3%.” She adds:“Barker’s, although a newer brand, is also strong within the premium segment holding best-ever value share of 8.4% and is now the #3 brand in the category. Growth continues at a strong +7.3%, driven by recent distribution gains along with an improved

focus and growing consumer interest in our ‘no refined’ sugar fruit spreads. “We are planning to launch two innovative products: Barker’s New Zealand Lime Curd (available July), made using squeezed (not from concentrate) New Zealand limes. The result is a tangy and sophisticated product, which will be popular for baking and is also great as an everyday toast topping. We are also in the final stages of development of a new range that will compete in the health segment. A low calorie range of Barker’s spreads, which will boast the lowest kilojoule count versus competitors. The range is ideal for diabetics or the weight conscious and is sweetened with a combination of all natural sweeteners – nothing artificial, which is another point of difference. The three flavours will use all New Zealand fruit and deliver beautiful naturally-sweet, fruitdriven flavour blends. This range will refresh the segment and will be available Q3 2012. “We are seeing an increased interest in the health segment of the market. Our current Barker’s ‘no refined sugar’ fruit spread range, sweetened with fruit juice concentrate, has experienced an exceptional +70% unit growth driven by a growing number of consumers who have a desire to reduce the amount of refined sugar in their diet. Our range will have a refreshed label Q3 to better communicate the features of the product, including the use of all New Zealand fruit. We are seeing more consumers willing to pay a premium for these types of products. Our new low kilojoule range will also win admiration from the target shopper group as our flavours really deliver a superior taste

oi ls & sweet spreads THE

DELISH RANGE that regular jam eaters will also enjoy. “Shoppers continue to support us for being a New Zealand familyowned company and sourcing fruit from local growers wherever we can. Shoppers trust our brands and what we stand for and love the fact that we are still located on a corner of the family farm! “We are excited that Anathoth celebrates 25 years of jam-making this year. Mid-year Anathoth will be celebrating this milestone by thanking the trade and consumers for supporting the brand over so many years. It’s wonderful that the jam recipe has remained unchanged after all these years, still using just fruit and sugar to produce traditional jams similar to those made in the kitchen at home. Anathoth’s commitment is to keep making jam to this successful traditional recipe and we look forward to celebrating many more years of success! Our nationwide demonstration team will be out celebrating with shoppers by promoting some ‘thank you’ giveaways for shoppers,” says Esplin. *All data from Aztec Temple, MAT to 01/04/12

Delish Delish Peanut Butter has been in the New Zealand market for a number of years mainly

in Pak’nSave stores. “In more recent times, the full service stores have come to support the range as consumer preference for the Delish taste has driven these stores to stock the brand,” says Mark Okeby, managing director Moi Agencies. He explains:“Delish Peanut Butter is positioned between house brand and market-leading brands offering the consumer a good deal and providing excellent returns to the retailer. The retailers have supported us as we offer significant margin opportunities at a realistic price point, compared to the mainstream brands, so consumers have enjoyed a good quality Peanut Butter at an affordable price. “The Delish Peanut Butter taste has created a loyal following which has provided excellent sales to the groups that have ranged it. We will be rewarding these consumers with a ‘33% more free’ on-pack promotion, which will also attract new users to the Delish brand.” He adds: “Following on from the success of the peanut butter we have launched Delish Hazelnut Spread into the market along with Choc Flavoured Spreads Banana, Strawberry and Orange. These have provided innovation to a stale category that has not been well supported in the past.We are continuing to drive in-store dealing and display activity across all the groups to attract new users to this important sub segment of the Spreads category.”

MOI AGENCIES TEL: +64 9 479 3630 FAX: +64 9 479 3811

may 2012 FMCG


cate go r y c h e c k Nutella Nutella is the original chocolate-hazelnut spread that has been available in New Zealand for over 20 years. “Nutella leads the chocolate-hazelnut spreads category and is New Zealand’s number one chocolate-hazelnut spread with 43.8% value share of the sweet spreads category1,” says FNZ Brands trade marketing manager, Deejay O’ Dowd. Nutella is made in Australia and is distributed in New Zealand by FNZ Brands. O’Dowd says: “Nutella is available in three jar sizes: 220g, 400g and 750g, which suit all household types and their usage occasions. Also available is the Nutella portion control pack (20g x12). This is a unique offer within chocolate-hazelnut spreads and is ideal for consumers who want to try Nutella, or who need a small, portable portion pack.” Breakfast continues to be the biggest usage occasion for spreads. O’Dowd comments: “Nutella is not only popular on toast at breakfast but has been developing other usage experiences to grow penetration and category sales. In February, Nutella launched its ‘pancake day’ campaign to demonstrate the versatility of Nutella being spread on pancakes and getting shoppers

thinking about different consumption experiences. In addition, a limited edition Nutella 750g Santa sleeve jar at Christmas 2011 was made available to drive sales in a period where spread sales typically decline.” Nutella has explored new territory in the past few months by becoming active in social media and launching its very own Facebook page. O’Dowd says: “Nutella has already reached over 2.1 million people and has on average 8000 fans talking about Nutella on a daily basis2.” 1 TKA, Nielsen scan sales. Current MAT to 26/2/2012 2 Source: Facebook & Social Bakers

Arataki “Arataki, New Zealand’s number one honey brand, leads the category with a near 25% value share of the growing $33 million honey category,” says marketing manager Genevieve Renall. She explains: “Arataki Squeeze Me Honey is now our top selling honey within a portfolio of strong selling honeys. The past 12 months has also seen considerable growth from Arataki UMF 10+ Manuka Honey. “An increased consumer awareness of Active Manuka Honey on the domestic market and a rising trend for consumers to prepare meals for friends

and family in the home, are key drivers in the growth of the honey market.” And 2012 looks set to be another busy year for Arataki honey with magazine advertising during key selling periods and new displays within the popular Arataki Visitor Centre at the bee headquarters in Havelock North. The Arataki range of honeys includes four key honey types: Arataki Manuka Honey; Arataki Multi-Flora with Manuka Honey; Arataki Clover Blend Honey; Arataki Squeeze Me Honey and Arataki UMF 10+ Manuka Honey. Arataki has a honey for every use. Arataki is a fourth generation family business started nearly 70 years ago and is New Zealand’s largest fully integrated honey producer – direct from hive to pot.

Red Seal UMF honey Auckland-based Red Seal is proudly New Zealand owned and operated since 1923. Red Seal is marketing UMF honey as the health benefits of this product make it a natural fit with the Red Seal brand philosophy of helping the body to be the best it can be. Red Seal Manuka Honey UMF 5+ is available in 250g and 500g. Sue Millinchip, sales & marketing manager, says: “We are finding those

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FMCG may 2012

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Mossop’s honeys Mossop’s has been producing and packaging top-quality New Zealand honeys since 1947. It is involved in all aspects of honey production and therefore maintains control over the quality and flavour of its honeys. Mossop’s honey and honey-based products are highly sought after in rapidly expanding overseas markets and export growth figures indicate the desirability of its products. Even with the present global economic challenges, the company maintains an impressive 50% average growth in exports, per annum. Mossop’s also currently supplies New World and Pak’nSave supermarkets with top quality UMF, Manuka, Rewarewa, Field Tawari, and Comb honey. “UMF Manuka and table Manuka Honey are top sellers as consumers notice the benefits they give,” saysVenita Fabbro, marketing administrator. In 2011 Mossop’s launched UMF15+ honey, lemon and propolis lozenges to help with sore throats.

These long-lasting, great tasting lozenges have just started to be stocked in supermarkets but have also been very popular with international clients. Mossop’s is always looking at new and innovative ways to produce products using its top quality honey. General manager Wendy Mossop is in charge of exports and developing new product lines and has overseen the introduction of about 50 new products since 1981, including the honey-based natural skin care range, Naturél – a truly unique and natural product, with no chemicals and Manuka UMF rated honey as a key ingredient.

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cate go r y c h e c k

Health & Beauty Aisle Which products are in hot demand and what’s new in the Oral Care category? FMCG investigates.


FMCG may 2012


onsumers of all ages are more aware of the importance of gum and dental health and recent beauty trends have led to the emergence of various tooth whitening products.The latest Nielsen statistics also reveal positive growth in the Mouthwash and Dental Floss segments. GlaxoSmithKline supplies Macleans, Sensodyne and Polident brands to New Zealand supermarkets and Kara Morrow, brand manager Oral Care, revealed some exciting new product developments, including Macleans Kids, which is launching in May 2012. She explains:“Introducing a set of products for each phase of a child’s dental development, Macleans is there every step of the way. Little Teeth toothpaste & Little Teeth brush for children 4-6 years, Big Teeth toothpaste & Big Teeth toothbrush for children seven years and over. These products join the Milk Teeth range already in market for 0–3 years.” Sensodyne Gentle Dental Tape and Sensodyne Three Pack Brush are also launching in May 2012, along with Macleans Between Teeth toothbrushes, an inter-dental brush, available in Soft & Medium. Last year GSK launched Sensodyne Rapid Relief Toothpaste for clinically proven relief. “It works in 60 seconds

and is available in a 110g pack,” says Morrow. Also in 2011, Sensodyne toothpaste 50g packs were launched, with smaller tubes ideal for travelling and encouraging trial (available in Total Care 50g and Total Care & Whitening 50g). “Macleans iso-active whitening foaming gel was introduced in August 2011 – an innovative gel to foam technology in a unique aerosol can with 33% better whitening between teeth compared to a regular Macleans toothpaste,” says Morrow.This is available in Fresh Impact & Ice Impact. Sensodyne iso-active foaming gel was launched in October 2011 – with gel to foam action for all-round protection and sensitivity relief (available in Multi Action & Whitening). At the same time, Sensodyne Gentle mouthwash was introduced – an alcoholfree formulation to complete the oral care regime for sensitivity sufferers. Pronamel toothpaste was launched in April 2012 to protect teeth against the effect of acid wear (available in Mint & Gentle Whitening). Morrow comments: “Sensodyne Rapid Relief has been the key driver of the Sensodyne brand and toothpaste category growth and won ‘Best New Product’ in the Health & Beauty category at the Progressive 2011 Supplier

oral care Awards. It was described by the PEL merchandising manager as ‘fantastic innovation driving incremental growth in a flat category’. In the last 26 weeks to 25 March 2012, Sensodyne Rapid Relief is the third best selling sensitive paste sku, 14% share of T. Sensitive*.” She adds: “For Macleans iso-active whitening foaming gel and Sensodyne iso-active foaming gel, the iso-active format has provided true innovation in the oral care category. It featured in mainstream health & beauty media within several editorial placements usually reserved for highly coveted beauty products. Also successful with consumers collectively across both brands, the iso-active foaming gel format is worth over $1 million retail value sales in the past 26 weeks.” *Nielsen.

Red Seal Red Seal will be relaunching its toothpaste range later this year to reflect the new branding. “The packs have been simplified and focus upon communicating the natural herbal and mineral basis for formulations, which differentiates the brand from other competitors,” says Sue Millinchip, sales & marketing manager. With the relaunch of Red Seal the company website will be upgraded with more information being made available on the health benefits of natural toothpaste. “We have seen good growth in ex factory sales,” says Millinchip. She adds: “The category is fairly static in volume terms but we have seen consumers willing to pay a higher per-pack price for benefits such as whitening and sensitive teeth. “In line with an overall increase in awareness of health, ingredients and the impact various products may have on overall health, we are seeing an increase in interest in naturally based toothpastes.”

Clever White David Mcleod, director Creative Partners, says: “We currently have the CleverWhite teeth whitening brand

on sale in NZ, nationally in Progressive and selected stores in Foodstuffs. Until recently, the two core products we have had on shelf are the main teeth whitening kit and the maintenance product – the teeth whitening stick. Over the past few months we have launched our dissolvable teeth whitening strips. Whitening strips are the USA’s number 1 method of whitening teeth and our strips have already hit the ground running, outselling our kits two to one in some stores. Over the next few years, regulations on peroxide content will be introduced – NZ has chosen 7% to be the maximum in OTC products. CleverWhite is sitting at 6% so well within the limits but also enough to be effective. “Recently there has been a growth in ‘home beauty’ and products such as teeth whitening kits are reaping the rewards. Basically people are keen to have bright white teeth but paying upwards of $1000 at a dentist is nothing to smile about. Whitening toothpastes and mouthwashes have their place, but they lack the longevity of product contact to teeth (the longer the whitening agent is on your teeth the more effective its chances of working), that’s where our kit and strips come into their own,” says McLeod.

Johnson & Johnson Johnson & Johnson has two significant oral care players – Listerine and Reach – in the New Zealand market. “Listerine is in double digit growth at +13.5% (Aztec Cal YTD 11/03/2012) and is the market leader in mouthwash, while Reach is a key player in both floss and manual toothbrushes,” says Sarah Willmott, brand manager Oral Care. So what happens when these two trusted oral care brands join forces? Listerine is excited to announce the launch of the new Listerine Plaque Sweeper, designed by Reach, into the manual toothbrush category. Willmott says: “Listerine Plaque Sweeper is a premium brush in this category and has been tested and proven to remove more plaque than

the leading* premium toothbrush with its advanced design and multi cleaning bristles. Listerine has very loyal consumers that are committed to the brand and so now Listerine is able to offer them a brush to help them complete their oral care routine.” This new news for Listerine will be supported by both an exciting media and an in-store campaign from May 2012 promoting the new premium Listerine Plaque Sweeper toothbrush. Says Willmott: “We know people aren’t changing their toothbrushes as regularly as the dentist recommends, which is every two to three months, but with the new Listerine Plaque Sweeper, it’s going to be hard not to want one of these brushes when you hear about it and see it in store! As for the rest of 2012, there are a few more exciting surprises in store from Listerine so stay tuned…” *Based on Aztec sales for manual toothbrushes MAT 11/3/2012

THE BREAKDOWN Current MAT to 23 March 2012 Total Oral Care: $103.839m Value % Chg vs YA 1.9 Total Breath Freshener: $462,883 Value % Chg vs YA 1.0 Total Dental Floss Flosser: $4.367m Value % Chg vs YA 10.0 Total Denture Adhesive: $2.035m Value % Chg vs YA 8.7 Total Denture Cleaners: $4.253m Value % Chg vs YA 2.5 Total Mouthwashes: $15.782m Value % Chg vs YA 3.6 Total Toothpaste: $57.182m Value % Chg vs YA 1.6 [The data for Total Toothbrushes was not available from Nielsen] * Nielsen New Zealand ScanTrack (Databank)

may 2012 FMCG


cate go r y c h e c k Colgate-Palmolive Colgate-Palmolive is responsible for all Colgate branded Oral Care products, and major sub brands such as Total,Sensitive Pro-Relief,MaxWhite ONE, 360°, and Plax. Launched in August 2011 was the new Colgate MaxWhite ONE Toothpaste. A spokesperson told FMCG: “With an attractive new look and a claim of whiter teeth in one week, this new premium whitening offering has proven a top seller - driving a 2.5% Dollar Share of Total Toothpaste, which now sees it the 12th ranked SKU nationally (Aztec Scan Data,Total Supermarkets, Dollar Share of Total Toothpaste, 6 months to 01/04/12).” Launched in February of this year was Colgate Sensitive Pro-Relief Toothpaste range, as well as the Colgate Sensitive Pro-Relief Toothbrush.A highly anticipated launch, “Colgate Sensitive Pro-Relief is the first and only toothpaste to contain state-ofthe-art Pro-Argin technology, and is proven to provide instant* and long-lasting relief from tooth sensitivity,” said the spokesperson. With a comprehensive media campaign in action, it is expected that Colgate Sensitive Pro-Relief will be a strong seller. Other new products to keep an eye out for are

range of premium products for every day and special occasion use. It includes six oral care whitening products, each one containing a unique combination of cleaning and polishing agents that work together to remove plaque and other debris, leaving teeth feeling smooth and clean as well as looking whiter and brighter. The advanced dental formulas are effective and safely remove stains and surface discoloration without the use of harsh abrasives. New Pearl Drops Professional Intensive Whitening with the same whitening ingredient used by dentists, helps remove and prevent stains caused by smoking, coffee, tea and red wine. It is a concentrated maximum strength toothpolish that can be used every day and offers professional stain removal plus whitening. “New Pearl Drops Professional Intensive Whitening Toothpolish will complete your daily beauty routine by delivering whiter, brighter, healthier teeth and the confidence of a winning smile,” says Tommy Luk, export manager, Church & Dwight (Australia).

Colgate MaxWhite ONE ICE – a new line extension for the successful MaxWhite ONE toothpaste, as well as Colgate MaxWhite ONE Mouthrinse. Colgate Design-It Power Toothbrush is another exciting new product, providing kids with a blank canvas and 130 stickers to create their own unique toothbrush design. The spokesperson commented: “The Toothpaste category is showing continued growth of the Sensitive segment +7.3% Dollar Growth YA (Aztec Scan Data,Total Supermarkets, Dollar Growth % YA, MAT to 01/04/12), driven by both NPD and a growing awareness of tooth sensitivity treatment within New Zealand. The Cosmetic segment is also showing strong growth (+10.3% Dollar Growth YA), driven by strong NPD, such as that from the MaxWhite ONE sub-brand.” * For instant relief apply product to each sensitive tooth with fingertip for one minute.

Pearl Drops Professional Intensive Whitening Toothpolish Pearly white teeth are a sign of good dental health and beauty. Unfortunately, many of the foods we eat, the wine we drink and the coffee and tea that we love, can cause surface stains that aren’t easily removed by brushing and flossing alone. Pearl Drops is the original at home teeth whitening specialist that offers a

Global Products Global Products owns the MouthFRESH Oral Care brand.The current portfolio includes toothpaste, a standard range of toothbrushes (adult and kids) and a premium range of toothbrushes (adult and kids). Director Chris Potter says,

Premium dental products, now available in supermarkets.



The only wire-free interdental brush, InterBrush receives strong professional endorsement.

• One-handed use • Shred resistant fibre • Bendable handle • Flosser with toothpick end



FNZ Brands Limited • Customer Ser vice 0800 222196 •


FMCG may 2012

“MouthFRESH sales in supermarkets continue to grow. Sales in the year to March 2012 are up 9.5% on the previous year (ex-factory sales). This growth is mainly driven through the MouthFRESH Premium brush range (up 30% on year previous).” MouthFRESH is currently launching a new range of Flexi-head toothbrushes. Potter comments:“It is too early to say what effect it will have on the market, but initial results are positive with good sales coming out of the stores that currently stock it. MouthFRESH has also updated the children’s brushes, saying hello to a new range with racing cars, clowns and mice. Again initial reports back say that these changes are positive.” Oral Care consumers are still lagging behind when it comes to changing their toothbrushes. Dentists recommend changing brushes every two to three months. New Zealanders still only average around six to seven months. Potter says: “Increasing display frequency is helping change Kiwis’ attitudes. A toothbrush purchase is generally still an impulse purchase so the more times we put an opportunity in front of a consumer, the more success we will have at ensuring that they change their brush more regularly. “Consumers are reaching for MouthFRESH toothpaste and brushes more often due to the competitive pricing. In the tough economic times that we are currently facing, most consumers are being more careful with their money. Global Products will continue to push for more displays to ensure that Oral Care does not get forgotten about.”

Oral-B P&G spokesperson Candice Glynn told FMCG: “Oral-B is a leader in the toothbrush market, with a range of products sold throughout New Zealand supermarkets including manual and power toothbrushes for children and adults and interdental products such as dental floss.

Oral-B toothbrushes are used by more dentists than any other brand worldwide.” She says: “The Oral-B Triumph with SmartGuide is Oral-B’s most technologically advanced toothbrush. This brush is embedded with microchips which track how you are brushing and sends a signal wirelessly to the remote control display which provides while-you-brush real-time feedback.” The Oral-B Triumph employs proven oscillating-rotating technology, surrounding each tooth to gently remove plaque between each tooth and along the gum line. New research* conducted by Oral-B into the dental health of Kiwis has revealed that more than 80% of us have cavities with many failing to brush, floss or rinse and the majority suffering from early signs of gum disease. The Oral-B Powerbrush Survey showed oral health issues were common in New Zealand with more than eight out of 10 (81%) Kiwis having had cavities, more than half (51%) experiencing bleeding gums – a common sign of gingivitis – and a further four out of 10 (42%) admitting to having bad breath at some stage. Just over half (55%) of Kiwis brush their teeth the dentist-recommended twice per day and around one third (36%) brush once per day. One in 10 (10%) Kiwis brush less often than once a day. Despite these results more than half (54%) of Kiwis rated their overall oral health as good. A further 16% said it was excellent, with nearly one third (30%) rating their oral health as fair or poor. More than nine out of 10 (91%) Kiwis said having a nice smile is important when it comes to finding a partner.

AWARDS 2011/12

* The Oral-B Powerbrush Survey – The December 2011 Perceptive Omnibus surveyed 1000 New Zealanders online using a nationwide sampling framework. The results were then weighted to Statistics New Zealand census gender, age and location data.

 may 2012 FMCG


What’s Hot Lupi Extra Virgin Olive Oil Premium 750mL Range Retail sales of Lupi’s premium 750mL range have grown 34% in the last 6 months v YA. Great shelf presence and realistic pricing encourage consumers to trade up from mainstream Olive Oil, driving category value and profitability.  With Special Selection, Essenza Pitted, and now Organic Extra Virgin Olive Oil, there is a Lupi premium offering to suit almost every taste.  

William Aitken & Co Ltd 09 370 0000

Sweet Maple Oat Singles 10 sachets per pack by Harraways is the new all natural flavour release for this winter. Supported with on pack promotions, TV advertising and free samples, consumers will find it hard to resist this classic tasty hot breakfast. Available now. Harraways, Ph 0800 874 874

What’s Hot

Dishes inspired by the great kitchens of the world

Traditional fresh meals, made wholesome with authentic spices, organic and natural ingredients. All living up to our credo of cuisine without compromise and following the success of our Naked Locals range reflecting the tastes of today’s cosmopolitan shopper. Please contact your LHF rep for details



What’s Hot Barker’s Spiced Eggplant Chutney

Anathoth Autumn Harvest Chutney

New Zealand family owned Barker’s of Geraldine has launched an innovative chutney flavour. • Barker’s Spiced Eggplant Chutney has wide appeal made from a blend of roasted eggplant and NZ fresh eggplant blended with spices. • Combine with yoghurt for a wonderful instant dip. • Barker’s growth is double category growth. Barker’s value share is 16%, with +14% growth.*

Anathoth celebrates 25 years of jam and chutney making with the launch of Autumn Harvest Chutney. • A home styled blend of NZ rhubarb, NZ apple, dates, raisins and spices. • Preservative, additive and gluten free. • Partners easily with all meats, cheeses and platters. • Anathoth is a solid seller and has 17% share of the category with +6% consumption growth.*

Available now. Order from your Twin Agencies Rep.

Available now. Order from your Twin Agencies Rep.

*Aztec Temple, MAT to 01.04.12

*Aztec Temple, MAT to 01.04.12

THE LATEST THING Oxford Pies have once again developed another tasty flavour to excite the taste buds. NACHO BEEF & CHEESE: Spicy, but not too hot. Get that Mexican flavour with, chili beans, tomatoes, nacho spices mixed with beef mince, with a generous addition of diced Wairere cheese. Close enough to the real thing! For more information contact Oxford Pies, 142 Maui Street, Hamilton 07 849-7516,

excellence Strawberry & Coconut Excellence Strawberry is a Dark Chocolate 47% Cocoa with Strawberry pieces – a popular fruit and chocolate combination and a innovative first to market recipe. Excellence Coconut is created with caramelised Coconut Flakes in premium Dark Chocolate 47% Cocoa.

What’s Hot

oxford pies nacho Beef & cheese

Contact your local Brandlines Rep or phone 06-356-5323 to order now.



What’s Hot Screaming turtle

Screaming Turtle was formed by one man who attempted to roast coffee in his garage. From those humble beginnings, Screaming Turtle has evolved into a company which provides freshly roasted, freeze dry and granulated coffee to supermarkets. The brand has a unique “Kiwi” boutique feel which is funky and fun, offering good value to consumers. This year sees the release of Screaming Turtle Fair Trade coffee which originates from Laos. Screaming Turtle is represented by KML. For more information contact: Unit 3, Building I, 4 Orbit Drive, Mairangi Bay, Auckland Phone 09 475 0940.

Buon Appetito Buontempo Farm Animals Macaroni & Cheese

What’s Hot

Buontempo Macaroni & Cheese Farm Animals Pasta Shapes is a delicious quick and easy to prepare meal that is naturally gluten free. The animal shape pasta adds fun to this popular meal. 130g. • Gluten FREE • Wheat FREE. For further enquiries contact: Crombie & Price Limited or free phone 0800118311


FMCG MAy 2012

Jade Phoenix Noodles

In time for NZ’s winter, Jade Phoenix noodles have been launched in NZ to offer a good quality cooking noodle at an affordable price that is also quick & easy to prepare. The noodle range includes a Thin, Thick (both 375g), Chow Mein (170g) and a Quick Cooking (500g) all in attractive, colour coded packaging, with English cooking instructions. Each pack has the noodles bundled into individual cakes for easy portion control. For more information on Jade Phoenix cooking noodles please contact: Oriental Merchant Pty Ltd Tel 0800 10 33 05, Fax 0800 10 33 11 Email: Website:

Alexandra’s Moroccan Couscous Meals

Alexandra’s new ‘Moroccan Couscous’ gourmet meals are ready to eat in 15 minutes. Three delicious North African flavors include Apricots, Currants and Prunes with Spices; Dates and Pistachio with Baharat; and Olives and Sundried Tomato with Ras el Hanout. An easy gourmet meal. All ingredients included in our new clear stand-up bag. Contact Details: Alexandra Fine Foods (2009) Limited P: 09 570 4739 F: 09 570 4740 W: E:

Stunning new X-PERT range in NZ


he X-pert team started research and development in 2007 on a new X-PERT formulation washing powder, and other household

cleaners. “Our aim was to produce high quality products delivering the very best possible results bearing in mind the very competitive nature of this market category,” said a spokesperson. A year later, X-PERT Advanced Formula Concentrate Washing Powder was established. The brand was registered for Trademark and marketing started. X-PERT advanced formula is a NonBio washing powder which is also suitable for those with sensitive skin.



The product can be used in front and top loading machines, cold and hot water and hand washes. All X-PERT products have been tested by SGS and Pony International Testing Groups for consumer satisfaction. The X-PERT brand is now sold in over 18 countries worldwide. X-PERT Advanced Formula is now the second best selling brand laundry powder by ranking in South Africa where it has recently been ranged by the Walmart Group. The company is 100% New Zealand owned and operated with a distribution centre in Auckland and plans for centres in Christchurch and Wellington. Each area will be serviced by sales and

merchandising reps. The X-PERT range includes laundry powder, fabric detergent, fabric softener., toilet cleaner, dishwashing liquid and kitchen and glass cleaner. The full range will be available soon. The company has been selling X-PERT laundry powder to a selected number of supermarket outlets with excellent results. Sales through the Auckland route trade are also proving to be very successful. X-PERT Advanced Formula is available in seven sizes.The 1kg packs have been retailing from $2.79 to $2.99. • For more information visit:, Phone: 09 2812060, Fax: 09 2824468.


%.'-&'%+%™d[[^XZ5meZgico#Xdb™lll#meZgico#Xdb MaY 2012 FMCG


g rocer y b us ine ss New world record for Fonterra Fonterra Edendale’s Drier 4 has recently set a new world record for producing 20,826 metric tonnes (MT) of milk powder for the month of March. ED4 converts 100 litres of milk into 10 kilograms of milk powder every second. Fonterra Southern operations manager Keith Mason says breaking the 20,000MT mark is an outstanding achievement and a testament to the hard work of the 550 staff at the Edendale site. “ED4 is designed to handle 28MT per hour and we’ve managed to run it at 29MT per hour. This comes down to our team’s expertise and the fact that we have some of the world’s most skilled operators,” says Mason. Completed in September 2009 at a cost of

NZ$212 million, ED4 (pictured) stands 56 metres tall and has a total floor area of 6176 square metres. “ED4 is not only the world’s largest milk drier; it is our most efficient manufacturing asset. Anything we can do to leverage the scale of ED4 will further reduce operations cost and drive strong returns for our farmers,” Mason adds. The drier was built and installed by Swedish food packaging and processing company Tetra Pak, who said it is pleased ED4 is delivering capacity and performance for Fonterra during a season of record milk volumes. The enormous drier had just 3.84 hours of downtime in March and is on track to produce 12.5 percent more milk powder than last season. l

Van Dyck expands An expansion to its factory has opened new global export opportunities for a New Plymouth manufacturer. The ambitious undertaking, completed by Van Dyck Fine Foods, has more than doubled its factory size and production capabilities. Inge Vercammen, sales director of Van Dyck Fine Foods, believes this allows Van Dyck to vigorously and proactively target export clients for growth. “The new factory means we can more than double our production, which means we can respond quickly and meet large export orders anywhere on the globe,” Vercammen says. The factory has been expanded by 2000 square metres, and can now produce 15,000 hotcakes per hour, compared to 6000 per hour before the upgrade. Marcel Naenen, an experienced international bakery engineer and director of Van Dyck Fine Foods, scoured the globe to find the best equipment in terms of quality and production speed. This included an upgraded and improved version of the

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baking-line equipment which he co-designed for a client as a partner in his own company in Belgium 15 years ago. “The mixing units come from Italy, the baking-line comes from France, the freezing equipment from Finland, the flourhandling equipment from Belgium, and the packing machine is from Germany, which is specifically designed for our unique packaging needs,” Naenen says. The new equipment will be used exclusively to manufacture hotcakes. Van Dyck has the technology to include fruit or other specialised ingredients to its hotcakes including Belgian chocolate, strawberry, blueberry and other inclusions on request. The factory expansion has allowed for much greater export potential. Van Dyck Fine Foods has recently signed a contract with Markwell Australia to provide its full range of hotcakes to supermarkets throughout Australia. In the local market the company has had strong annual growth in retail and also in the foodservice/hospitality sector. l


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g rocer y busi n ess Vitaco’s outstanding achievements recognised Vitaco Health NZ, manufacturers of health food, supplements and sports nutrition, received not one but two awards at the Natural Products NZ industry summit in Rotorua. Vitaco scooped the inaugural Label & Litho Sustainability Award for its initiative that reduced the company’s waste to landfill and increased the volume of waste being recycled. As a result, waste disposal costs were reduced by 66%, an average of 81% of total waste produced was recycled and only 19% of waste went to landfill. To achieve this the staff was trained on what can and cannot be recycled and the best way to present materials for recycling. Full waste audits of the manufacturing, warehousing and office areas took place and separation processes and recycling infrastructure, such as cages and bins for different materials, were introduced. Natural Products New Zealand executive director, Michelle Palmer, says: “Vitaco is well deserving of recognition for its commitment to sustainability. Again the company has partnered with a supplier that can deliver to the standard required and achieve the desired goals. They are truly an industry leader. “The natural products sector has exceeded NZ$1 billion in revenue and continues to go from strength to strength, putting it on an earnings par with the New Zealand viticulture industry. Reaching this significant milestone three years ahead of the anticipated target of 2013 is a result of the many companies within the natural products industry, such as Vitaco, that continue to innovate and develop new markets through strong research and persistence,” says Palmer. The Cawthron Institute Innovation in Science & Technology Award also went to Vitaco for its research and development of Biolane™ LPPC, a unique product for horses. Biolane, which is well accepted internationally for the support of arthritis and degenerative joint disease in humans, uses a

Brian Dewar, GM of sales, Vitaco, with Michelle Palmer, executive director, Natural Products New Zealand.

proprietary process which preserves the naturally occurring anti-inflammatory and tissue-protecting activities of the New Zealand green-lipped mussel. Working with Massey University’s animal research centre, clinical trials were undertaken that proved Biolane significantly alleviates the severity of lameness and joint pain and improves joint flexibility in horses. An equine Biolane product is now in development for local and international markets. The Industry Awards capped off the 11th annual NZ Natural Products Summit, which was attended by natural health specialists, research organisations, government agencies, manufacturers and marketers. l

What’s your flavour?... 0800 806 328

may 2012 FMCG




ell-known Australian shopper research and strategy company ShopAbility has opened a New Zealand office. The launch comes after industry intelligence suggested there was a need for a locally-based operation covering end-to-end shopper research, shopper strategy and related industry training. “Both our manufacturer and retailer clients told us that just servicing NZ from Australia, by flying back and forth across the ditch, wasn’t enough,” said Norrelle Goldring, joint director of ShopAbility in Australia and NZ. “They want


FMCG may 2012

locals on the ground who know the market and how NZ culture influences shopping behaviour here.” The NZ office is headed up by Annette Piercy, who has a background in shopper marketing campaign activation, in shopper data with Nielsen, and client-side experience in liquor with Corbans wines, among others. ShopAbility specialises in activatable shopper and trade research, and in translating it into sound category, channel and point-of-purchase strategy, based on how shoppers think and behave. As originators of the annual POPAI/ShopAbility Shopper Marketing Industry Benchmark

Survey, ShopAbility are thought leaders in shopper marketing theory in Australia.Team members regularly attend shopper marketing and shopper insights events across the globe, continually scouring for shopper marketing best practice case studies to bring back to the local market. ShopAbility will be bringing some of this global information to New Zealand in July. Team member Alison Sinclair recently attended the US Shopper Marketing Summit in Chicago, and joint director Peter Huskins is one of a select few currently on the Westfield World Retail Study Tour covering best practice retailing in destinations as diverse as Tokyo, New

pro f ile


in New Zealand York, Paris, Milan and London. Sinclair and Huskins will debrief participants on the key takeouts for successful shopper marketing programmes and best practice retailing. Furthering the success of its shopper marketing training programmes, running in Australia and throughout Asia during the past 12 months, ShopAbility will run its first NZ shopper marketing training course in Auckland, in August. The course features numerous local and global best practice case studies, including up-to-the-minute examples of use of emerging shopper marketing technologies, such as QR codes, and augmented reality. Modules covered in the course span topics such as: shopper marketing scope; the path to purchase cycle; touchpoint prioritisation and messaging; shopper behaviour fundamentals; shopper insight development; measurement; and integrating shopper marketing in your organisation. Expressions of interest for either of these events can be made to Annette Piercy and there are discounts for FMCG magazine readers (see box story at right for details). ShopAbility started as a category and channel strategy and training consultancy in Australia in 2007 and quickly added shopper research to its portfolio, becoming one of the more

well-known players in the Australian space, in the process. Company director Norrelle Goldring has been involved in shopper research for 12 years, which is nearly as long as the discipline has been around (according to Paco Underhill, author of Why We Buy in 1999 and generally considered the ‘father’ of shopper research). ShopAbility team members are from the trade, with a variety of backgrounds in sales, marketing, category and channel roles with retailers, with manufacturers, and in agency. Being from the trade means that recommendations are kept real and applicable. ShopAbility works cross channel with both manufacturers and retailers, and has a broad offer, but all focused on the shopper. Group account director NZ Annette Piercy said she was excited to be able to bring an end-to-end offer to NZ clients. “There are companies who specialise in research, companies who do training, and companies who do various aspects of strategy, but there are very few who offer them all seamlessly like we do as experts in shopper,” she said. “We look forward to working with clients to exploit the idiosyncrasies of the NZ market and tailoring our offer to suit.” 

UPCOMING SHOPABILITY EVENTS REGISTER YOUR INTEREST Register your expression of interest for either or both of the following value-add events with Annette Piercy; email or call her on 027 300 8010. When you register Annette will send you more detailed information. 1 Shopper Marketing Summit/ Westfield Retail Study Tour Debrief July, Auckland Free for FMCG magazine readers when you quote code ‘FMCG’. 2 Shopper Marketing Training 1 day course $795 August, Auckland 10% off for FMCG magazine readers when you quote code ‘FMCG’.

CONTACT DETAILS Annette Piercy M: 027 300 8010 Freecall: 0800 300 8010 E: W:

Norrelle Goldring M: + 61 411 735 190 E: W:

may 2012 FMCG


Show Preview 2012

New Zealand’s international food and hospitality event. New Products New Equipment New Ideas FREE ENTRY


Proudly supported by:


FMCG may 2012

17 – 19 June ASB Showgrounds, Auckland

Fine Food NZ hits its stride The 2012 event for the foodservice, retail and bakery industries is on its way, so register now for free entry at


f you’re in the foodservice, hospitality, retail or bakery industries, you’ve probably heard about Fine Food New Zealand. The first-ever show was a hit in 2010, attracting 5734 quality buyers to view the wares of more than 200 exhibitors – an amazing result for a completely new show. To ensure that success we asked the industry what they needed from a trade event, listened to what you had to say and then created a show that actually gave everyone what they asked for. Now in 2012, Fine Food New Zealand is firmly established as this country’s pre-eminent trade show, bringing together the foodservice, hospitality, retail and bakery industries. And, we continue to strive to

ensure it meets all the needs of exhibitors and visitors alike. This year’s show will be even bigger and better than the inaugural event, taking up 10,000 square metres of exhibition floor space at the ASB Showgrounds and attracting around 300 top quality exhibitors, many of them leading international companies. As this event only happens every two years, you don’t want to miss it. So register for free entry at (or you’ll have to pay $20 at the door) and get ready to be inspired and do better business. Warm regards, Dona White CEO, North Port Events may 2012 FMCG


Entries open for the

Best New Product Awards Got a shiny new product you’re itching to promote? The Best New Product Awards were designed with you in mind.


aunched at Fine Food New Zealand 2010, the Best New Product Awards serve as a benchmark for excellence in the food, beverage, foodservice, retail and hospitality industries. Nine out of 10 visitors to the 2010 show said that finding new products and suppliers was an important reason they visited – these Awards tap into that statistic and give all exhibitors a powerful marketing opportunity. This year all products entered in the Awards are displayed at the show in a dedicated showcase, prominently featured on and in the Official Buyers Guide. Winners receive $5000 worth


FMCG may 2012

of advertising plus editorial in the sponsor’s magazine, stand signage promoting the award, promotion via the Fine Food NZ website, e-newsletters, social media and more. Select a category best suited to your new product:

able to consumers in retail outlets. • Best New Foodservice Product – sponsored by Restaurant & Catering For bulk food or beverages available in catering packs.

• Best New Retail Innovation – sponsored by Supermarket News For products designed for retail outlets, including packaging, technology, appliances, shop fittings and Point of Sale.

• Best New Hospitality Equipment – sponsored by Hospitality Magazine For front or back of house equipment, including kitchen appliances, tableware, furniture, refrigeration, etc.

• Best New Food or Beverage Product – sponsored by FMCG For food or beverage products avail-

Download an entry form at today or contact us at


One show brings it all to you Try and buy cutting-edge food, drink and equipment from leading producers, learn the latest industry trends, make vital new contacts and network with your peers.


ine Food New Zealand attracts thousands of decisionmakers in the hospitality, food service, bakery and retail sectors – and connects them with hundreds of leading exhibitors, new products and the latest trends. The event gives visitors the best of the best in one, easily navigated event; no other show pulls the people and products together on such a scale, so you find what works for your business, talk directly to suppliers, and get the edge on your competition. With the support of major industry associations including Hospitality New Zealand, the Baking Industry Association of New Zealand, Hospitality Standards Institute of New Zealand, NZ Chefs Association and

more, we’re proud to bring you this fantastic event. The Baking Industry Association of New Zealand sponsors the Bakery World feature at the show, which will host the New Zealand Bakery of the Year and the Weston Milling Trainee of the Year competitions, plus demonstrations, master classes and live bake-offs. Red-hot culinary rivalry between some of the world’s top chef teams is also a must-see at the show, during the New Zealand International Culinary Challenge organised by the New Zealand Chefs Association and sponsored by Fonterra.You also have the chance to enjoy their culinary delights – contact info@nzchefs. to book. Meanwhile Bidvest,

and Southern Hospitality have issued a challenge to chefs and caterers to create the best vegetarian dish in New Zealand – and the top three finalists will be invited to Fine Food NZ to partake in a live cook-off and showcase their dishes. Entry forms are available from There really is only one show that gets you up close and personal with so many leading exhibitors in your sector – and it’s on just once every two years. Plus, Fine Food New Zealand 2012 will be bigger and better, with more exhibitors, more demos and more competitions than ever before. Register now for free entry at, because after 10 June tickets cost $20. may 2012 FMCG





A32 B31





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Packaging World

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Dairy World

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17 -19 June 2012













General World









Drinks World


General World


Hall Four

Equipment World

Equipment World

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Hall Two

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Baking Industry Assn of NZ Feature Area


Bakery World

Auckland 2012 Floor Plan

Gourmet World

FMCG may 2012 3















Wash Room





















General World

54 N16










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P14 Q13


Meat & Seafood World





NZ Chefs Assn Feature Area







Wash Room








New Zealand +64 9 376 4603 Australia +61 3 9261 4500



Hall One

Company Name Stand Name 24 Carrot N19 Absolute Foods N4 ACR SwiftPOS Point of Sale Systems F15 Active Display Group H34 Advance Equipment Supplies H4 Alexandra Fine Foods L21 Alitassa B47 Allpress Espresso G24 ALPECO - Alternative Pest Control H18 Alpine Gold A40 Altura Coffee C25 Ampol Food Processing N10 Anhui Huituoqing Trade C5 Anzco Foods Q10 ARC Distribution Oceania F30 Asiatic Agro Industry N8 Aspall premium and organic cyders J11 Aspall premium and organic vinegars J11 Atomic Coffee Roasters A26 Baking Industry Association of NZ J23, J25 Barker Fruit Processors M18 Bbc Plastics D36 Bean Addicted Marketing B15 Bentivoglio Olives L28 Bidvest A1, A4 Biopak NZ D30 Birkenstock P3 Blacklock & Francis K16 Bon Accord Products B49 Borgcraft K25 Bromic Group D19 Brookfarm L17 Burns & Ferrall D4 Cafetto B30 Calico Cottage Fudge Systems M29 Carmi Flavors C36 Chef Shop H14, H16 China Council for Promotion of International Trade B4, B16, B20, C15, C19 Chocolate Heaven M17 Choice Catering Equipment H24 Citrocasa F39 Confoil New Zealand E39 Cossiga F34 CS Brokers - Interlink M22 Cuisinescene NZ Q2 Destination Home H42 Detpak D34 Devonport Chocolates L32 Disposable Tableware A31 Dulce As B3 EasiYo C26 Electrolux Professional H23 Elegre M3 emacadamia K20 Embassy of The Republic of Argentina B3 Emerald Foods D27

Company Name Stand Name ENZA Foods NZ J21 Epicure Trading H20 Epicurean Dairy D29 Equagold M33 Espresso Engineers E16 Espresso Experience E17 Espresso Mechanics M5 European Foods L34 Eurotec E48 Executive Global Company A15 Exotic Food L3 Farrah Breads C20 Fazlani Exports C16 Festive G30 Florentines Patisserie J18 Flower Power A11 Food Equipment Distributors NZ E4 French Imports Ltd M9 Freshield D40 Fruit Solutions P26 Future Products Group H39 Gilmours N22, P33 Ginelli & Sons D23 Golden Bridge Marketing J20 Golden Flower International N23 Goodman Fielder M37 Groenz A13 Hampden Trading L24 Hansells Food Group P35 Hobart Food Equipment G40 Hospitality 2020 NZ G4 Hospitality Management System F35 Hospitality New Zealand N9 Hospitality Rentals F42 Hospitality Total Services H32 Hospotrade L4 House of Chocolate J9 House of Knives H30 Huhtamaki E43 Ice Creations C47 Imperial Tea Exports B29 Independent Fisheries P1 Inghams Enterprises Q26 J M Food Industry N5 JC’s Quality Foods M19 Jinan TNSO Lubricating Oil Co B6 Jinan Zhongfuhaiyuan Aquatic Products C7 JL Lennard E24 Kako Chocolate K7 Kindleberry M13 Kitchens On The Run Australia H5 La Fromagerie K8 Label and Litho D32 Le Gastronome M27 Leader Products P10 LHF L9 Lincoln Bakery L11

Company Name Stand Name LKK Food Equipment E34 Luxsound F43 LYC Hospitality Equipment H36 Mackies Asia Pacific (NZ) K24 McCain Foods NZ K14 McPhersons Consumer Products G41 Mediaweb N11 Mediterraneo K22 Meditrade D25 Mel’s Gourmet Foods A8 Melba Foods L30 Mil-tek NZ H8 Mobi Solutions D20 Moffat F4 Molly Woppy K12 Mountain Mist Waffles M23 Nanjing Ringchan Corporation B10 Nanric Road Fine Foods L19 Nero Italia G33 Nestle NZ A5, A7, A9 New Zealand Chefs Association Inc P39 New Zealand Gourmet Gift Company L22 New Zealand Sugar Company Ltd A19 Ningbo Winshine Imp. Exp B8 NZ Global Link Trading G49 NZ Pastry Team K11 NZ Red Cross M32 NZ Retail Equipment K40 Oil Imports J36 Omega Seafood Q8 Original Foods NZ K37 Ozone Coffee B26 Pac Food D15 Pachamama B3 Pantainorasingh Manufacturer N2 Papa Joe’s Bakehouse J24 Pave Consumer Brands N30 Pete’s Packaging E33 Premier Beehive NZ Q23 Premier Trading B3 Prime Foods NZ Q13 Prince Food Argo Industries K23 Printstock Products E31 Prochef E19 Provida Foods L5 Punja’s NZ M10 Qiaqia Food C3 Quack ‘A’ Duck P22 Quickleen F48 Rational NZ D16 Raw Energy C32 Rely Services H10 ResoTech M4, M8 ResoTech Foods K11 Restaurant Association of NZ P23 Review Publishing N38 Rizhao Dongwang Food B20

Company Name Stand Name Roband New Zealand H15 Robot Coupe Australia D24 Rogers Homewares K15 Safco H29 Saharas A37 Sanelli Knives F39 Sealord NZ Q18 Service Foods J5 Shandong Skytter Economic and Trade Development C9 Shandong Taihua Food B16 Shandong Xieli Biological Technology Co C17 Shandong Yichun Foodstuffs B18 Shore Mariner P19 Shott Beverages L20 Silver Chef H12 Skellon Foods L14 Skope Industries G16 Smart Candle Australia F40 Solemate Safety Solutions M11 Southern Hospitality F16 Spectank M34 Stagionello F39 Starline A43 Steamworks NZ D50 Taj Food Sales J10 Takaje by Tre-Spade F39 Taste Greece Food Trading L6 Tealwash NZ M29 Tegel Foods P12 Teutonia E30 The Nutty Bavarian M29 The Order of St John J13 The Pastry House - Fonterra Foodservices J22 The Village Press K18 Thirst Iced Beverages B25 Tiger Coffee B37 Trumps L18 Turanga Creek Ltd A33 Turks Poultry Q17 Ubertec F39 Unilever New Zealand A20 US Meat Export Federation P14 Washtech M40 Wealth Top Industrial J14 Wedderburn F44 Weifang Beili Food Co C15 Weifang Shanshui Enterprise Co C19 Weston Milling J34, J37 Wild Appetite L26 Wildfire Commercial Kitchen and Bars E10 Wilson Hellaby J4 Winequip Products D18 Zeagold A16 Zebra Zoo L13 • For a regular update of this list visit may 2012 FMCG


Transport and logistics trends Industry experts explain current developments in New Zealand.


he fortunes of the transport and logistics industry are closely connected to the economic cycle. Increased consumer and business demand for goods and services inevitably translates into higher demand for transport and logistics services. The opposite is of course also true. So for 2012, given the forecast low economic growth in New Zealand, the industry remains “demanding”, says Robert Pascoe, managing director, Robert Pascoe Carriers. “What we have seen however as a result of the economic climate is a continuing trend for manufacturers and distributors to a model of outsourcing some or all of their transport, managed warehousing and distribution services in order to reduce and manage their costs more effectively and provide more streamlined


FMCG may 2012

“What we have seen however as a result of the economic climate is a continuing trend for manufacturers and distributors to a model of outsourcing some or all of their transport, managed warehousing and distribution service. . . ” Robert Pascoe, managing director, Robert Pascoe Carriers operations, leaving this work to specialists like Robert Pascoe Carriers.” Technology has also leant a hand in supporting this trend, says Pascoe.

The use of fully integrated systems, often accessed via a secure location in the ‘cloud’ (ie, through the internet) means that there can be a seamless

g rocer y busi n ess sharing and updating of data at both the customer and 3PL providers’ sites. These solutions provide real-time access to customer stock levels and transactions, with benefits including error-free, time-saving order processing and online visibility of all transactional activity. Pascoe says:“As the cost of technology has been driven down, such solutions are now more readily available to smaller operators and can cut operational costs significantly, as well as helping with the planning and management of distribution in a ‘just in time’ manner. This trend has changed the nature of the relationship between the service provider and the customer, bringing them closer together, with the 3PL provider being an integral part of the customer’s operation.”

Legislation and food safety Pascoe says: “It seems that almost every day a new piece of legislation arrives on our desk to impact on how we do business. As specialists in storing and handling food-grade products we foresee a further tightening in the requirements in these areas and the trend to outsourcing such services to specialists who can take away the administrative burden that will, without question, increase in the future.” He summarises: “Whilst the outlook is for a tough 2012 with the tight economy and legislative

pressures; manufacturers and distributors of product can improve their operations through closer alignments with specialists in the logistics and transportation industry to reduce overheads and streamline operations, and we are always ready to talk to companies about how we can help.”

Design Print Partners Design Print Partners has a specialised logistics operation within its business, catering for sales and marketing material with a number of years’ experience and a capable team led by Chris Danielson. Design Print Partners can assist with POS, display stands, prize redemptions, promotional product, event material and other specialised items. Chris Danielson, marketing director, says:“We have a delivery point database of over 7000 in NZ, including all supermarkets, dairies, wholesalers, service stations, liquor outlets, plus others and can deliver to reps, lockups and home addresses and event locations when requested.” He explains: “Key information is available through an electronic webbased programme and by request. We report on what has been used, who has used it and where have they used it!” Design Print Partners has invested significant amounts of capital in this material for some clients and it is critical to get the best use of this

Chris Danielson, marketing director, Design Print Partners.

investment. Measurement of ROI and reducing wastage and staff time are key benefits of the solutions. Design Print Partners says: “It’s all about partnerships which mean better future decision making in the delivery, design and production of our partners’ material.” Its current clients include companies from the FMCG; hardware; garden; liquor; plumbing; health & beauty; and fuel market sectors. “The market is ever changing and at Design Print Partners we continue to deliver and strive to exceed client and market demands,” says Danielson. 

09 63 444 63

transport • warehousing • logistics

If it’s critical to you entrust it to us . . . may 2012 FMCG


Kiwi Icons New Zealanders love their pies and they are still among the top selling food items in our dairies and petrol stations. Maketu Pies is an icon of New Zealand’s country cuisine. Made only from the freshest and best ingredients, each recipe is lovingly perfected in the country kitchen overlooking the sleepy little village of Maketu in the Bay of Plenty. Maketu Pies is proud to be celebrating 30 years in the industry this year. “We have spent the last 30 years continuing to perfect a truly iconic New Zealand pie,” says James Wilson, general manager Maketu Pies. “Over the last 18 months we have expanded our distribution to include the South Island so we are now available nationwide through supermarkets, dairies, petrol stations, cafes and catering companies. Maketu Pies is committed to food safety and operates both HACCP and WQA programmes. We have also just completed an upgrade of our production facilities over the last nine months to enable us to increase productivity and improve efficiencies.” He says Maketu Pies has launched two new rolls into the market early this year: “A Chilli Beef Roll with beef mince and garlic combined with our


FMCG may 2012

sweet (but kicking) chilli sauce, encased in our famous flaky pastry. Also a Spinach & Feta Roll with creamy, tangy feta blended with spinach, garlic and a hint of chilli, encased in our light flaky vegetarian pastry. The two new rolls have been well received by our customers and demand for the product continues to grow. “We have also re-launched our gourmet pies under the Sunday Best brand and will be launching our Moroccan Lamb gourmet pie under our Sunday Best range in the next couple of months,” says Wilson. Oxford Pies Oxford Pies specialises in the manufacture of meat and fruit pies using top quality ingredients to achieve its sought after product range. The fruit comes from Barker’s in Geraldine and the pastry is made on-site, using Bakels’ products and high grade flour. It uses locally grown prime beef for its meat pies. The Kiwi owned and operated wholesale bakery specialises in the manufacture of many flavours of meat pies, sausage rolls, savouries, fruit puds

and lamingtons from its premises in the heart of the Waikato, employing some 20 full and part-time team members. Oxford Pies was established in 1977 in Oxford Street, Hamilton and in 1997, Oxford Pies was bought by John and Robyn Newell. In June 2002, Oxford Pies relocated to the Pukete Industrial Estate. Since then Oxford Pies has become a HACCP and Risk Management approved supplier, to ensure the product is manufactured to a high and safe standard. A new Risk Management Programme takes the company to the top end of food safety practices worldwide. John & Robyn have expanded Oxford Pies, offering a more extensive product range and supplying to a variety of dairies, service stations, function centres, and other outlets throughout the Waikato and Bay of Plenty. Oxford Pies aims to build strong

relationships with its customers ensuring they are served fresh product, receive professional customer service and are totally satisfied. Oxford Pies currently sells 25 flavours and its latest innovation, a Nacho Beef & Cheese Pie, was released at the beginning of March, becoming one of its top 10 sellers. It is spicy but not hot, with a combination of mince, chilli beans, tomatoes, nacho spices and a sprinkling of cheese. It really does taste like nachos; the pastry takes over where the chips were and tastes just as good if not better! “We do have a few other new ideas in the pipeline but are keeping them under wraps at the moment,” says Fiona Barnett, sales & marketing manager. “We have a website and a Facebook page, which is updated regularly. Make us your friend on Facebook and you could be in for some treats!”

And what are the consumer trends in this category, in Barnett’s experience? She says: “Historically most Kiwis stick to what they know; flavours such as Mince & Cheese, Steak & Cheese etc. However, with the influence of overseas flavours becoming more popular we are also seeing that the less traditional flavours are becoming increasingly popular.” She adds: “Because we use only quality ingredients there is no need to add MSG, TVP, additives or preservatives to enhance the flavours. Our ingredients are all GE free. Therefore, our customers can feel satisfied knowing the flavours in an Oxford Pie are genuine.” Gourmet Foods The Tauranga-based family business Gourmet Foods (GFL) was established in 1972 with a reputation for high quality pies and excellent customer

You need a product that’ll fly off the shelves. something that really helps make a difference to your bottom line. Maketu have produced a range of products to answer that need so you’ll always find something


Perfectly sized to satisfy that gottaeat-now feeling – from our good old-fashioned mince and cheese, to our more exotic offerings.

that fits with your customer profile. The Maketu brand is well known throughout New Zealand. Our packaging is designed to be eye catching and proven to get real ‘pick up and go’... nothing moves faster. To see our full range and how to contact us, just visit our website.


Your customers can make a meal of it with a Maketu Family Pie – with a range of different flavours to satisfy everyone.


Blokes and kids love these. Our rolls come in sizes to suit all appetites – from bite-sized to our famous Whoppa.

may 2012 FMCG



s a business owner or manager, we A understand that you need clever products that are easy to stock, and even easier to sell,

service, with distribution throughout New Zealand. GFL supplies three brands: Ponsonby Pies, Pat’s Pantry, and Gourmet Patisseries. While the core business remains the wholesale manufacture of quality meat pies, an exciting new venture – Patisseries – has been added to the company’s portfolio. GFL has extended its pie range with the introduction of a Pat’s Pantry 180g Moroccan Lamb pie and a 180g Beef & Black Bean pie.


FMCG may 2012

“Under the Ponsonby pie range, we have introduced three new, frozen 700g Family pies: Chicken & Kumara; Lamb & Rosemary; and Steak & Caramelised Red Onion. Under the Gourmet Patisserie brand, GFL has launched a whole new range of export quality, frozen, French-style cakes and slices,” says Roger Rushton, managing director. “These Patisseries are an exciting new development for us as all of our customers are acknowledging the superb and consistent quality of the products in comparison with those on the market.” He adds: “The Pat’s Pantry Moroccan Lamb and the Beef & Black Bean now have a growing popular following. The Ponsonby Family pies and the Gourmet Patisserie Cakes & Slices have only just been ranged with the Foodstuffs Auckland Distribution Centre in Wiri and are now being extensively

marketed through Pak’n Save, New World, and 4 Square stores. These new products are being introduced to, and actively marketed among, C-stores as well, and are rapidly growing in sales and popularity.” GFL will also launch ‘Cake Wedge’ frozen slices in see-through plastic containers into the route trade, in response to demand from retailers. There will initially be only three varieties: Carrot Cake; Sticky Date; and the traditional Mud Cake, but more may be added if demand warrants. There are only a few companies in New Zealand that produce top quality pies and have the capability to deliver nationwide, as GFL does. The company has won the Bakels Commercial Division Gold medal for the best pie in three out of the last four years, which goes to show that GFL can deliver consistent quality, as judged by its peers. l

To find out about ad packages and rates contact: • Peter Corcoran on 021-272 7227 email • Juleigh Buchan on 021-140 3456 email

RESOURCE DIRECTORY “Market Leaders in Sweet Chilli Sauce, Coconut Creams & Milks & Wet Noodles*” *Data Source: Aztec Data MAT to 15 January 2012

For more information contact your local Hutchinsons Sales Representative on 0800 555 258.

Phone: 09 820 5140 Extn: 707


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may 2012 FMCG


the business of liquor reselling

Wine label 

Dave MacIntyre investigates new industry trends. Wine labels are a major source of design innovation as producers aim to get maximum shelf impact. The latest trends to catch the customer’s eye include ‘high builds’, which give a tactile feel to the label, and multiple varnishes which give the label added texture. These trends have come to the fore in the entries to this year’s Pride In Print Awards, which showcase the best New Zealand has to offer across the spectrum of printing and packaging. Designers say advancements in print techniques are allowing them to

The new Corbans Homestead label series.


FMCG april 2012

push the boundaries with new label concepts. Nigel Kuzimski, of Curious Design in Auckland, says ‘high build’ is definitely one such advancement. He explains: “This unique clear varnish which is also known as ‘Braille ink’ has allowed the design community to create raised, textured imagery that mimics embossing – an effect that was essentially out of reach until recently. The old technology allowed for some degree of embossing on labels but as soon as the labels were applied to bottles, the embossing effect was virtually undetectable. With the high build, this problem has been eliminated and the final results now allow us to add a tactile quality to labels that complements the visual aesthetics.” Kuzimski says another fantastic technique that has been pioneered recently is creating recycled and textured effects on ‘moisture proof’ stock. He explains: “It is obviously imperative that labels have longevity in cool, damp fridge environments. Previously if a more ‘authentic’ paper effect was required, an uncoated textured stock would have to be used. However, these stocks tended to soak up moisture, which often leads to unsightly wrinkles and in worst case scenarios, delamination from the bottles. With the advancement of new varnishes, virtually any texture can be created to mimic natural-looking paper.” Bryan Heapy (CEO) and Somphane Vanxay (factory manager) of


boosts shelf appeal

label specialist Admark say that embellishment techniques have been available for years but are now far easier to apply due to improved consumables such as better ink and superior foil. “Producers of wine labels and other high-quality labels have always adopted the best of technologies and have consistently provided the wine and food industries with highquality product equal to anywhere else in the world,” they say. Kiwi ingenuity Technically, how have NZ printers been able to increase their quality levels in wine labels over the years? Senior Pride In Print labels judge Mark Sullivan says we have a very innovative and skilled label printing industry in New Zealand, and while there have been a number of new label printing machines installed

over the last few years, a lot of the stunning results seen are achieved using existing older technology and good old Kiwi ingenuity. Sullivan says: “With wine being exported in volume to multiple markets, wine companies are increasingly looking for robust labels that will still look impeccable after travelling across the world. As a result, some of the textured imported label papers that have been preferred by some wine companies over recent years are being replaced with standard coated wine papers that are then printed and textured using varnishes and other embellishments. This enables the wine companies to have robust labels and usually at a lower cost than specialty label papers.” Kuzimski, of Curious Design, adds: “There is no doubt that innovation and new technology has driven

Examples of wine label entries in the 2012 Pride In Print Awards. may 2012 FMCG


the increase in quality levels. New state-of-the-art printing presses have allowed designers the luxury of using more colours, in conjunction with ‘in line’ foil blocking and matt/gloss varnishing. All of this can be done in one pass, which also makes it cost effective for the client.” Allied with new techniques like ‘high build’, the bar has been substantially raised by the key players in the printing industry over the last few years. Kuzimski agrees this is a case of design and printing techniques working in harmony. “I believe that the forward-thinking print companies have listened carefully to both clients and designers and then gone to great lengths to offer innovative solutions. The wine industry is constantly looking to improve the quality of its product, but it also wants to raise

visual standards of packaging on the shelf. “With these new techniques available to us, we can now ensure that New Zealand wine label designs are cutting-edge and compete with international brands.” The feedback from wine producers is that they have fully embraced these latest print techniques and have been very impressed with the results. A case in point is Andrew Hill, assistant brand manager – wine for Lion Breweries, who looks after the Corbans brand: “High builds provide a new dimension when it comes to designing labels. It allows a brand to communicate a subtle message via

the texture of the label to enhance the brand experience for consumers. For example, the new Corbans Homestead label uses high build technology to ensure each bottle feels crafted, much like the wine inside. If used well, it can also create a sense of added care, or a sign of premium quality.” It appears therefore that New Zealand wine labels are as internationally competitive as the wines themselves. Admark’s Bryan Heapy concludes: “This is reinforced by the awards that NZ printers are able to achieve at various industry competitions on the international stage.” l

Dave MacIntyre is a freelance writer who specialises in writing about politics, transport and the print industry. He has received three New Zealand journalism awards.

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Hawke’s Bay wines hit the road again Hot Red Hawke’s Bay is gearing up to go on the road again, with over 20 wineries coming to Wellington on June 12, and to Auckland on July 31. With wines priced from $18 to $250 available to sample, and over 200 wines expected this year, there will be something for everyone to try. “This is one of our best long-standing events with many faithful followers. It’s one the wineries love too. Showcasing their wines with fellow winemakers from Hawke’s Bay creates a unique atmosphere,” says Lyn Bevin of HB Winegrowers. The event has a ‘trade and media only’ section earlier in the day, and a change this year will be to open to the public from 6pm to 9pm. The 2012 event will again feature some fantastic wines, such as the Crossroads Talisman from the 2009 and 2010

vintage (a secret blend of up to seven varieties); Ngatarawa’s Alwyn Winemakers Reserve Merlot Cabernet 2009, which is made only in exceptional vintages and in small quantities; Alpha Domus The Aviatrix 2010, which is a blend of Sauvignon Blanc, Chardonnay, Viognier and Semillon; as well as wines not yet commercially released. For anyone keen on Hawke’s Bay wine and wanting to know a little more, Hot Red Hawke’s Bay is one of the best events you can attend in the year. Tickets are now available from l

NZ wineries shine at ProWein 2012 New Zealand exhibitors, including teams from Sileni and Wairau River Wines, have just returned from yet another successful ProWein trade fair in Düsseldorf, Germany. ProWein is considered by many to be one of the most important international wine fairs and this year it attracted over 40,000 visitors from across Europe and as far afield as Russia and China. New Zealand Winegrowers created a fresh new look for its stand, which stood out well and allowed more space for meetings. This year 29 NZ wineries exhibited there, while other New Zealand wineries shared space with their distributors, or had their own stands. Over three days ProWein brought together 3930 exhibitors from some 50 countries and more than 40,000 trade visitors from throughout the world. There was an increase in the number of international trade visitors coming from all the relevant wine import markets around the world, and the number of visitors attending from all trading channels was higher than ever before. Some 50% of visitors came from the international wholesale, retail and specialist retail segment, while the restaurant and the hotel trade made up the second largest visitor group. The number of managers attending rose, with more than 60% coming from senior management. A total of over 80% of visitors are involved directly in purchase decision making. “In addition to the great international flair at the event the expertise of visitors also confirmed ProWein as the

decision-makers’ fair,” said Hans Werner Reinhard, deputy managing director at Messe Düsseldorf. He added, “Once again this year ProWein was the best basis for business in the international wine and spirits sector – and at the same time an inspiring trend show.” In the spirits segment over 300 international suppliers presented a wideranging portfolio of top-notch classics and exciting new launches. For example, a Chinese joint participation from Guizhou presented its traditional luxury drink Moutai. ProWein 2013 will be held again in Düsseldorf from March 24-26, 2013. To meet rising international demand, further exhibition areas will be added and the hall concept will be restructured. Companies wishing to exhibit at ProWein 2013 will find more information at l

may 2012 FMCG


Will crafty beer 

Dramatic shifts in the brewing industry are set to continue, finds Keith Stewart.

In researching this story, BWS was given access to a new survey of the beer market in New Zealand that confirms what many have been saying over recent years; that grocery is now the dominant player in the domestic beer market. The survey, completed for a private trader in March, puts home consumption of beer in New Zealand at 70% of the total volume sold. This is a complete revolution of the beer market from just 30 years ago, when around 70% of consumption was in licensed premises, mostly brewery-owned pubs. Of the balance, all take-home sales were sold through brewery-owned retail outlets, either ‘wholesalers’, pub bottle stores, or licensing trusts with strong brewery links. The latest survey shows that 58% of retail sales, or 41.6% of total beer sales are through grocery, overwhelmingly through supermarkets. But, this is not all the beer revolution has been about, as the mainstream brands struggle to maintain market share in a wave of interest in authentic beers, those from traditional international brewers and from the swelling ranks of New Zealand’s own innovative craft brewers. Craft beer is part of an international trend towards authentic beers that began with the beer enthusiasts’ advocacy movements in the United Kingdom and the United States. This has changed public perception of


FMCG may 2012

The premium/craft sector has increased by 40 million litres since 2006, a rise of 52%. beer dramatically, while moving beer consumption from pure volume to the sort of discernment that makes wine markets. Danish-born Soren Ericson of 8 Wired brewery in Blenheim says the United States has been instrumental in the sort of changes going on in this country. “The US is many years ahead of us,” he says. “The US public understand craft beer completely, so there is wide acceptance of craft beer making the market national coverage.” That same phenomenon has been developing in New Zealand in recent years, and it has become a particular supermarket-led innovation, with outlets such as New World, Victoria Park setting the pace. “It started five years ago,” says Lloyd Cullen who is responsible for the famous selection of beers at New

World, Vic Park. “We make sure we always have a large range of English beers, because I believe the English know how to make top beer, and they know how to drink it too. We also have a big range of our champion local craft beers, which are making the beer section even more interesting for our customers.” Cullen’s experience is born out by data from Statistics New Zealand showing that premium beers, craft beers and international lagers have surged past mainstream brands in the New Zealand market, since 2006. The premium/craft sector has increased by 40 million litres, a rise of 52%, to displace mainstream brands as the biggest sector of the local trade. The mainstream beer market fell 42 million litres over the same period, with the total beer market shrinking

make grocery’s future brighter? 10 million litres, or 3.2%. Not including big brewery-owned craft-aligned brands like Monteith’s and Mac’s, last year’s sales figures show the craft sector grew 15% by volume over 12 months. This trend is affirmed by the IBIS World report of the Global Beer Manufacturing Industry, which predicts an annual revenue growth of 16% for brewers over the next five years. The report says that in developed countries recent trends, of declining volumes overall, while premium sectors grow, are likely to continue. Is this likely to happen in New Zealand as well, or is our period of craft and premium beer dominance over? Not according to Grant Willoughby of Beer Force who predicted the revolution when he first moved into the beer business, from wine, more than a decade ago. “I could see what was going to happen with beer was similar to what had happened with wine,” Willoughby says. “People want more identity in what they drink, and are prepared to pay for it. The control of the beer market by a couple of big players was just what the wine business used to be like, but when licensing was released from monopoly control and independents got the chance to sell more interesting beers, consumers followed, and quality beers took off. “That is going to continue. Beer is following wine and the next few years will see mainstream beer sales fall even further, while high quality,

authentic beers from overseas and New Zealand will gain an even bigger share of the domestic beer market,” he predicts. And 8-Wired’s Soren Ericson agrees: “We are on the same track as what happened in the United States, it’s just a matter of time.” In the US the craft sector has been so successful that of the top 20 breweries in the US by volume, number five is the Boston Brewing Company, a craft producer. Craft breweries are filling 13 of the top 20 places. In the last 15 years craft brewing has grown from 1% to 15% of the total US market, and is expected to double this proportion in the next decade. Willoughby expects a similar pattern in New Zealand. “Beer is following what has happened with wine, it is just 15 years behind, but expect the changes to continue.” However, he warns that retailers should be careful not to imagine that the big international brands are synonymous with what has driven the success of craft beers around the world. “One of the things that is very significant is that authenticity is a sales factor,” he says. “The agency production of beers from various countries means that authenticity is becoming even more essential for marketing success.” The most successful premium beer retailer in the country, New World’s Lloyd Cullen agrees. “Because of our range we have become a destination store,” he says. “We have people coming from South

The taste of success Keith Stewart reveals four stand-outs from the range of imported English beers available on supermarket shelves. FULLERS ESB Champion Ale You can immediately see why this is the most successful beer in British competition history. Perfectly balanced, stylish marriage of malt richness and understated, but lingering, hop bitterness delivers deep flavours that gather and last. A beer lover’s champion. BATH ALES WILD HARE Organic Pale Ale Fresh and herby, with pleasant malt sweetness underlying its zesty character. Lively bitterness lingers nicely, and there is a fresh aspect to the palate. Bright and tasty, an everyday beer that delivers. FULLERS 1845 Bottle Conditioned Ale Big and proud, with a dynamic balance of healthy acidity, ripe malt and tart bitterness, moderated by a citrus peel yeast note. Complex, positive, long tasting ale with razzle dazzle, warmth and flavour. BATH ALES GEM Premium Amber Ale Complex, warm toned malts are the feature of this mellow beer. Bright and easy going, with a comfortable hop presence, this is the sort of beer that opens up with some mature cheddar-style cheese. Satisfying, lingering, dry touched flavours.

may 2012 FMCG


Auckland to shop for their beer here. But I am always working on our beer range. I try to maintain a strong international range from independent brewers, and am always watching new local craft beers.” He is also wary of activities from the big companies, although not in the way of competition, but as a compromising factor that is determined by low prices and higher volumes. “If I had a choice I would not sell any of the mainstream beers at all,” he said. Which is good news for craft breweries’ long-term plans for their beer revolution. As Soren Ericson said: “We are on the right track. It is just a matter of time.” l

Keith Stewart is writer at large for Mediaweb’s food group and foodnews editor.

Fuller’s traditional carriage.

premium Beers Ruddles County 4.7% ABV Famed for its dry, bitter flavour, which comes from using the rare Bramling Cross hops. A light, inviting aroma of soft fruits and hops, a deep brown colour with warm, reddish tones. Many liken the flavour to burnt toffee and caramel which, when combined with the dry bitterness, gives a very pleasing taste. The ultimate bitter-lovers’ bitter. RRP $7.99 per 500 ml Federal Geo Ltd Phone: 0800 846 824


BWS may april2012 2012

Abbot Ale 5.0% ABV Abbot Ale is brewed with pale crystal and amber malts to give an attractive colour and rich malty taste. Challenger hops give it bitterness with a spicy overtone and to really boost the taste and aroma to the maximum it is late-hopped with Fuggles to provide the floral tones and fruity esters. RRP $7.99 per 500 ml Federal Geo Ltd Phone: 0800 846 824

premi um be er s Old Speckled Hen 5.2% ABV Old Speckled Hen was first brewed to celebrate the 50th anniversary of the MG car factory in Abingdon, Oxfordshire. Old Speckled Hen has a full, smooth flavour and is very easy to drink. Its rich amber colour and superb fruity aromas are complemented by a delicious blend of malty tastes. RRP $7.99 per 500 ml Federal Geo Ltd Phone: 0800 846 824

Strong Suffolk Vintage 6.0% ABV Suffolk Strong is a blend of two ales: Old 5X, which is brewed to the maximum strength possible (around 12% abv) and left to mature in 100-barrel oak vats for a minimum of two years, and BPA, a dark, full-bodied freshly brewed beer which is added just before bottling. The result is a unique beer – strong (6% ABV), dark, fruity, oaky and very, very special!

Hen’s Tooth 6.5% ABV Hen’s Tooth is a bottle-conditioned ale, the nearest thing to a ‘real ale’ in a bottle. Whereas the taste of ordinary bottled ale passes its prime within a relatively short time, bottle-conditioned beer just gets better and better, reaching its finest, fullest flavour after as many as 12 months. Its balanced blend of strong, rich flavours leads to a satisfyingly smooth, clean finish. RRP $7.99 per 500 ml Federal Geo Ltd Phone: 0800 846 824

Bath Ales Gem Amber Ale 4.8% ABV A rich aroma of hops and malt develops a full texture in the mouth. It has a long, deep, bitter-sweet finish. RRP $8.00 per 500ml Wine Circle Phone: 09 412 2258

RRP $7.99 per 500ml Federal Geo Ltd Phone: 0800 846 824

Bath Ales Wild Hare Organic Pale Ale 5.0% ABV A great golden beer with a fresh citrus, hoppy aroma and a dry and bitter finish. RRP $8.00 per 500ml Wine Circle Phone: 09 412 2258

Fuller’s 1845 Strong Ale 6.3% ABV Bottled conditioned and matured for 100 days, shows delicious fruit cake aroma and a wonderfully complex, smooth and mellow palate. RRP $6-$9 per 500ml Beerforce International Phone: 0800 233 736

may 2012 BWS


Fuller’s ESB Extra Special Champion Ale 5.9% ABV Full, rich flavoured beer with perfect balance and a nice complex of hop, malt and yeast flavours. Most successful beer yet in CAMRA’s annual British Beer Awards. RRP $6-$9 per 500ml Beerforce International Phone: 0800 233 736

Fuller’s London Pride Premium Ale 4.7% ABV Known and loved for its distinctive, rounded flavour, London Pride is the award-winning beer for which Fuller’s is most famous. In recent years its popularity has grown to the extent that it is now Britain’s leading premium ale. RRP $6-$9 per 500ml Beerforce International Phone: 0800 233 736

Fuller’s London Porter 5.4% ABV Fuller’s London Porter is widely regarded as the world’s Finest Porter. Rich, dark and complex, at 5.4% ABV the beer has an outstanding depth of flavour. It is brewed from a blend of Brown, Crystal and Chocolate malts for a creamy delivery balanced by traditional Fuggles hops. RRP $6-$9 per 500ml Beerforce International Phone: 0800 233 736


BWS may 2012

Fuller’s IPA 5.3% ABV India Pale Ale was originally created to provide refreshment for the British troops stationed in India. Pale amber in appearance, the use of the bottle conditioning gives this beer the fresh natural flavours while the use of Goldings hops adds the distinct hoppy finish. RRP $6-$9 per 500ml Beerforce International Phone: 0800 233 736

Fuller’s Golden Pride 8.5% ABV An exceptionally fine, strong ale of immense character and finesse. Powerfully flavoured with toasted orange and dried fruit notes throughout and an intense lasting finish. Golden Pride is considered to be the cognac of beer. RRP $6-$9 per 500ml Beerforce International Phone: 0800 233 736

Fuller’s Honey Dew 5.0% ABV Wonderfully refreshing golden beer, brewed with a hint of honey and the finest hops for a sweet, mellow taste and zesty edge. Honey Dew is the UK’s best selling organic beer. RRP $6-$9 per 500ml Beerforce International Phone: 0800 233 736

premi um be er s Tuatara Mix 6 5.0-6.5% ABV There’s more to beer than meets the eye, the ear, the nose or the tongue. Whether you’re a hardened beer nerd or a bewildered newbie who’s accidentally wandered into the garden of Eden, the Tuatara Mix 6 is a perfect compendium of the world’s great beer styles. All created with a distinctive Reikorangi flourish of course. RRP $20.99 per 330ml 6 pack Tuatara Brewing Company Phone: 04 801 8185

Harrington’s Rogue Hop Pilsner 5% ABV Brewed using organic malts and hops. Bohemian-styled pilsner with our own ‘rogue’ hop to give a satisfying finish.  RRP $6.99 per 500ml Harrington’s Breweries Phone: 03 355 5632 Fax: 03 355 5071

Harrington’s Hop Tremor IPA 7.4% ABV The high hopping of this Indian Pale Ale makes it noticeable in the nose and especially in the finish. The lingering bitter finish of Hop Tremor is not harsh or astringent, but crisp and very pronounced. Hop Tremor is crafted with no less than seven hop additions. RRP $8.99 per 500ml Harrington’s Breweries Phone: 03 355 5632 Fax: 03 355 5071

Harrington’s Classy Red − Extra Special Bitter 5.2% ABV Extra special bitter, full of rich malt flavour, harmonised with 5 hop varieties. Infused using our hop back method. RRP $6.99 per 500ml Harrington’s Breweries Phone: 03 355 5632 Fax: 03 355 5071

Harrington’s Wobblyboot Porter Ale 5% ABV Brewed with a combination of four speciality malts and hops from the US and the UK, this porter results in lots of chocolate flavour and body. RRP $6.99 per 500ml Harrington’s Breweries Phone: 03 355 5632 Fax: 03 355 5071

Harrington’s Baltic-Ler Baltic Porter  8.5% ABV Indigenous to Northern Europe, Baltic Porters historically stem from the shipping of British porters to the Russian hinterland. Unlike their British cousins, Baltic Porters are often brewed with lager yeast, the tradition we follow in this brew. Big and bold, no preservatives, unpasteurised, unfiltered and 100% natural giving you flavours of coffee, dark fruit and raisins. RRP $8.99 per 500ml Harrington’s Breweries Phone: 03 355 5632, Fax: 03 355 5071 may 2012 BWS


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Has your team been part of a charity event, opened a new factory, or dreamed up a colourful promotional activity? Send us your favourite photo and go in the draw to win a Mud House Estate gift pack of 2010 Golden Terraces Vineyard Pinot Noir and 2010 The Woolshed Vineyard Sauvignon Blanc worth over $50. You must be 18 years or over to enter. Just email your high res image with a caption and your contact details to:

Turners & G row BayWaâ&#x20AC;&#x2122;s Klau ers CEO Geoff Hipkins (R ) and s Lutz inspec t new season apples








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Montreal, Canada

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International Trade Fair for the Baking and Confectionery Industry Shanghai, China

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Brisbane Convention & Exhibition Centre South Brisbane, Queensland



Ellerslie Convention Centre, Auckland



International Organic Trade Fair Shanghai, China




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Claudelands, Hamilton



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Page 20 From the Counsellor

Presidentâ&#x20AC;&#x2122;s Update

Vice-Presidentâ&#x20AC;&#x2122;s Update

Hello All

2010 has been a year filled with cutbacks and cancelled TV shows, theatre has had limited ticket sales, films have been delayed and crews have waited while their start dates disappear or get pushed out. Without sounding clichĂŠd, although it is true that when the going gets tough the tough get going I have been delighted at the help I have had in putting together the well supported 8th annual WIFT Awards. Doing so has reminded â&#x20AC;&#x201C; even reassured â&#x20AC;&#x201C; me that we indeed do have a thriving supportive community out there who â&#x20AC;&#x201C; even in tough times â&#x20AC;&#x201C; freely give their product, their expert advice and most of all their TIME. The show this year will again deliver a starâ&#x20AC;&#x201C; studded top rating entertainment extravaganza with a few surprises. The Eradus after party will give many a chance to catch up and celebrate the successes of the year (there have been so many!) but letâ&#x20AC;&#x2122;s not forget that the heart of the event is to support WIFT which, without such events and the opportunity to fundraise, could become yet another victim of the recession. I would like to make a special welcome and mention to Susi Newborn, our new ED, and her side kick Nia, who have got their hands dirty with me, and had fun throughout, as well as my good mates and fair dinkum producers Gavin Wood and ChairAli Black. Special mention has to go to our Chair person Catherine Fitzgerald who has supported us all through this difficult year and just quietly got the job done. Enjoy the celebration, you deserve it, and EUREKA cheers to all you women out there who make a difference and are changing the world one frame at a time! Debra Kelleher Producer WIFT Vice President



he WIFT NZ Awards 2010 shine the spotlight on 18 women whose contribution to the screen industry has marked them out as women to celebrate this year. With some at the helm of major ground breaking projects and businesses, and others tirelessly and steadily doing what they do so well in the engine room, all of our finalists demonstrate how important both leadership and collaboration is to delivering rich, and rewarding and thought provoking entertainment. The diversity of achievements is remarkable â&#x20AC;&#x201C; we see the gamut of the screen industry â&#x20AC;&#x201C; TV and film, the craft and technology, educational, documentary, entertainment, drama, marketing, current affairs, programming and policy making represented here. Selecting winners in each of these categories was a challenge to the judges who undertook this difficult job so conscientiously. On behalf of WIFT NZ we thank them for their time and generosity of spirit Behind all of these women, we know are other women, the industry at large, families and the others who support what we do and the audiences whose enjoyment of our work makes it the best job in the world. When times are tough, this is an industry which knows how to pull together and support one another. WIFT NZ actively pursues this goal: all its activities are designed to lead the development and strengthening of the screen industries and the role of women in them. For me and on behalf of the WIFT NZ Board, it is an honour to serve the purpose and members of this organisation. And we always welcome new members and supporters! Catherine Fitzgerald WIFT President

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Page 22 Corran Old Girls

July 2009

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IN THIS ISSUE: 08 The Kiwi leader 16 Leading at speed 26 When the going gets tough


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