SupermarketNews Magazine | September 2025

BEYOND THE AISLES - YOUR TRUSTED INDUSTRY VOICE SINCE 1923 (see page 48)

Buzzing Halls, Bold Ideas: Drinktec 2025

Tania Walters | Publisher

That’s a wrap on drinktec 2025! This month we were on the ground at drinktec and it was an eye opener. Congratulations to the organising team for pulling together such a standout event, expos are never easy when the logistics of equipment suppliers need to be taken into account. The halls were buzzing with fresh ideas in packaging, flavours, ingredients, robotics and equipment, all showcasing just how much energy is going into shaping the future of beverages. As the beverage sector continues to change and grow,

both locally and globally it is interesting to talk to industry experts about the steady rise in functional beverages in place of what were aisles of soft drinks. Protein shakes, probiotic sodas, pH waters, vitamin teas, these products are no longer niche, they are mainstream. Alongside them, low and no-alcohol options are expanding, fast rewriting the plan-o-gram in supermarkets worldwide. Showcasing how health, balance, and choice are drivers for what consumers expect and what producers are working to deliver.

Walking the show was a reminder of how global these changes have become. In New Zealand, what started as a small functional beverage offering back in the early 2000s, has now developed into a significant part of the beverage category. Globally, brands are innovating at pace, and the conversations on the ground at drinktec showed just how much energy

is going into keeping ahead of consumer demand.

It was great to catch up with suppliers and industry experts, and to see a behind the scenes look at some of the equipment and ingredients needed to bring my favourite beverage to life. My feet might need a week to recover, but the insights were well worth it. Events like drinktec highlight the pace of change, and the value of having global industry professionals sharing their knowledge together under one roof.

PS: Usually when we are at expos and say we are from NZ, we get the usual Lord of the Rings reference, interesting to note that this time it was NZ hops we are known for!

ATTENTION GROCERY SUPPLIERS

The Food and Grocery Council is an industry association for grocery suppliers providing members networking, events, industry information and strong advocacy. Contact us for information on the benefits of membership: raewyn.bleakley@fgc.org.nz

• Networking • Industry Updates

• Conference and Events

• Education and Training

• Advocacy and Law Reform

EDITORIAL

Lion’s Unified ANZ Business

Lion announced its new CEO and the creation of a unified Lion ANZ business, which will position Lion as an Australasian powerhouse.

Two Cultures, One Spritz

Spritzzetto is not just a drink, it is a way of life.

Melodie Nye Joins Mars Pet Nutrition ANZ

Mars has appointed Melodie Nye as Managing Director and General Manager, Australia and New Zealand (ANZ)

My Food Bag Expands Festive Gifting Solutions

My Food Bag has expanded its online shop with a curated range of festive gifts and food solutions

First Mini Woolies Sites For South Island

Violent

Woolworths’ Mini Woolies programme has come to Te Wai Pounamu, with

Goodman Fielder’s Triple Win

at the YouTube New Zealand Marketing Awards

Goodman Fielder New Zealand walked away from the YouTube New Zealand Marketing Awards 2025 with three of the evening’s most hotly contested trophies, alongside recognition as a finalist for Marketing Team of the Year, and a Highly Commended award for Vogel’s Precise Slice in the Best B2C Marketing Campaign.

The company’s wins celebrated not only strong brand performance but also fresh thinking and creative bravery across its marketing portfolio, something their CMO Frankie Coulter has been pushing the team and agency partners, DDB (Creative), MBM (Media) and Mango (PR) for.

The awards recognised Simran Wadhawan as Future Marketer of the Year, Meadow Fresh Quick Brekkie for Best New Brand Development, and Vogel’s as Brand of the Year. Together, the wins highlighted the breadth of Goodman Fielder’s influence in categories as diverse as bread, dairy, and new product development.

Brand Manager Simran Wadhawan has built a reputation at Goodman Fielder for strategic smarts, cultural insight, and an ability to turn bold ideas into commercial results. Her recognition as Future Marketer of the Year underscores her impact on the

business and the wider industry.

Wadhawan’s portfolio has already spanned oils, flour, yoghurt, and cheese. Her projects include creating bilingual Hindi/English activations for Fortune during Diwali, a first for New Zealand supermarkets, and developing digital content designed to simplify cooking and baking for busy parents.

She also led the relaunch of Puhoi Valley’s first specialty cheese campaign in five years, achieving growth several times faster than the category average despite tough private label competition.

Frankie described her as “the kind of marketer every organisation hopes to grow; energetic, curious and relentlessly driven”.

Judges praised her ability to combine consumer-centric insights with executional excellence and her commitment to mentoring and inspiring others.

Continued on pg. 8

Meadow Fresh Quick Brekkie: Taking on the category giant

If Wadhawan represents the future of talent, Quick Brekkie represents the future of product innovation. Goodman Fielder’s Meadow Fresh brand launched the onthe-go liquid breakfast in 2024, directly targeting category leader Up&Go. Previous challengers had failed to make an impact, but Quick Brekkie’s strategy was different.

Led by Marketing Manager, Jen Jones, and backed by NBA star Steven Adams, the campaign leaned into his cultural resonance with Kiwi families and his passions for basketball and anime. The ads featured an “anime Steven Adams” transformation, which not only generated talkability but also connected seamlessly with the on-pack design.

The product itself offered a simple nutritional promise of protein, fibre, and energy. Research showed this resonated strongly with parents purchasing for children, while the creative execution

EAT IT, BEFORE SOMEONE ELSE DOES.

captured younger audiences. Within eight months, Quick Brekkie had achieved 43 percent awareness among young families and became the first credible challenger to Up&Go to hold its place on the shelf.

Judges described it as a “slam dunk,” applauding the use of cultural insights and a bold, creative approach to launch a brand in a category dominated by one player.

Vogel’s: Brand of the Year

Meanwhile, Vogel’s reinforced its place in New Zealand culture by winning Brand of the Year. Against the backdrop of a costof-living crisis, the brand asked consumers to pay one dollar more for a loaf - and succeeded.

Rather than rationalise the increase, Vogel’s introduced the platform “Nothing Compares”, which tapped into the emotional connection Kiwis have with the ritual of perfect Vogel’s toast. Hero campaigns highlighted the lengths loyalists would go to for their bread, from Troy Kingi battling a power cut mid-toast to

Gareth confronting intimidating neighbours to retrieve a mis-delivered loaf.

Both ads resonated strongly, placing in the top 10 of NZ’s Favourite Ads Survey and winning Ad Impact Awards for memorability and cut-through. Importantly, Vogel’s not only held its market share but increased it, even as the NZD 5 price threshold was crossed.

International judge Thomas Barta commented that Vogel’s “brave, creative work didn’t just move customer hearts, it moved wallets,” praising the team, led by Brand Manager Karren Gonzaga, for delivering profitable growth.

Recognition for the team

Alongside these brand-specific honours, Goodman Fielder’s marketing team was also named a finalist for Marketing Team of the Year, for the second year running. This consistency highlights the company’s ability to deliver results across multiple categories while maintaining a strong pipeline of innovation and talent development.

Continued from pg. 7

The rise of marketers like Simran Wadhawan demonstrates the importance of diverse voices and cultural fluency in building relevance with modern consumers. Bilingual campaigns, platform-specific digital content, and new ways of engaging communities show how marketing is expanding beyond traditional boundaries.

What it means for the industry

Goodman Fielder’s triple win at the 2025 awards signals several wider trends in the New Zealand FMCG and supermarket landscape.

First, the rise of marketers like Simran Wadhawan demonstrates the importance of diverse voices and cultural fluency in building relevance with modern consumers. Bilingual campaigns, platform-specific digital content, and new ways of engaging communities show how marketing is expanding beyond traditional boundaries.

Second, the success of Meadow Fresh Quick Brekkie illustrates that even categories dominated by a single brand can be disrupted when cultural insight, strong R&D, and the right ambassador come together. It also shows that dairy brands can adapt to shifting consumption patterns by innovating in convenient formats.

Finally, Vogel’s success is a reminder of the enduring power of emotional storytelling. Price rises are rarely welcomed, yet by framing its product as a cultural icon rather than a commodity, Vogel’s strengthened its consumer connection and market position.

Looking

ahead

For Goodman Fielder, the awards are both recognition of recent success and motivation for the future. With talent, creativity, and commercial discipline all working in tandem, the company has signalled its intention to keep pushing boundaries in some of the most competitive aisles of the supermarket.

As the FMCG sector continues to evolve, these wins provide a timely reminder that the combination of consumer-centric insights, bold creativity, and strong execution can deliver not just marketing awards but lasting impact. n

Beyond the Farmers’ Market Comfort Zone

For small food brands, farmers’ markets are a safe proving ground. They offer direct access to customers, time to tell your story, and space to build loyalty. But take that same product into a supermarket and the rules change instantly. Suddenly, you are no longer having a conversation; instead, competing for a fleeting glance in a crowded, high-stakes environment.

Written by Matt Grantham, Creative Director at Onfire Design

The chilled aisle is especially unforgiving. Shoppers are scanning, big brands dominate shelf space, and there’s little room for a slow burn. To scale, small producers must translate intimacy into impact. Your packaging stops being a container; it becomes your pitch, your identity, and, yes, as the marketing cliché goes, your silent salesperson.

This is the leap many SMEs struggle with: transitioning from an intimate, craft-led approach to mass retail-ready without losing their soul. You cannot rely on the warmth of a market stall or the loyalty of repeat customers. In retail, you need formats that work harder, graphics that stand out in a sea of sameness, and branding that feels premium enough to justify space alongside household names.

That’s the challenge Salash Delicatessen faced. A family-run artisan producer based in Kumeū, Salash has carved out a loyal following in New Zealand’s food scene with something few competitors can match: heritage and boldly unique flavours. While most smallgoods brands in the country offer similar cuts and familiar flavour profiles tailored to Kiwi tastes, Salash’s roots run far deeper. Hailing from Northern Serbia, four generations of the family have perfected the art of dry-curing meats the traditional Serbian way. Immigrating to New Zealand in 2009, they brought that knowledge with them, quietly introducing local food lovers to bold, complex flavours and textures not found elsewhere.

For over a decade, the family nurtured this community at markets and through their destination shop. But in 2023, they

decided to scale. The goal was ambitious: to establish Salash as a nationwide premium supermarket brand. Early conversations with retailers made it clearthis wasn’t just about supply; it was about perception. To compete in the chilled aisle, Salash needed a stronger presence. They needed packaging that signalled quality, told their story and give the retail category manager the opportunity to introduce a unique offering into the aisle.

The design overhaul dove deep into the family’s heritage. The Onfire team explored Northern Serbian patterns, the Cyrillic alphabet, and cultural motifs, reinterpreting them for a modern audience. The wordmark was custom-drawn, its sharp serifs and hooks nodding to butchery tools. Even the colour palette broke the category mould, drawing

Packaging,

directly from the Serbian flag’s colours of red, blue, and white to stand out against the earthy tones typical of competitors.

Packaging formats completed the transformation. These solved two issues: category differentiation and the business’s manual-based packing. The generous product sizes required oversized packaging, enabling them to stand out in the category by scale. Both have been carefully designed for ease of hand-packing, enabling the business to start small with minimal capital expenditure on new machinery. The salami box is flexible, accommodating various product sizes, as does the envelope, which features creases in the back panel, enabling it to flex with thicker meat cuts. Both formats are also generically printed, with a simple sticker system communicating

various product styles, minimising print MOQs and unnecessary stock holding.

The result is more than packaging; it’s a statement. Salash has turned design into a growth engine, proving that craft and commercial ambition can coexist. From Onfire’s perspective, the proof that the refresh has hit the design/marketing nail on the head is the global recognition from the rebrand during 2025 – multiple awards from the UK, USA, and Australia demonstrate that an SME brand can resonate across numerous geographic territories.

For small brands eyeing the jump to retail: great flavour wins hearts, and great design wins shelves.

If you are considering igniting your brand call Sammo +64 21 608 204 or email us at sam@weareonfire.co.nz.

LO CAL

PINK RIBBON BOTTLE

The Good Oil

The Good Oil is supporting Breast Cancer Foundation NZ for the fourth year with a limited edition 1L Pink Ribbon bottle of Extra Virgin Rapeseed Oil.

For every bottle sold, NZD 1 will be donated to BCFNZ, which funds research, education, advocacy, and patient support to reduce the impact of breast cancer and work towards zero deaths. The familiar yellow label will turn pink for the month, making it easy to spot on the shelf.

CREAMY MAPLE FLAVOURED PANCAKES

Marcel's Pancakes

Marcel’s Pancakes has launched a new limited edition flavour – creamy Maple Flavoured Pancakes, infused with the rich, golden taste of maple in every soft, fluffy bite.

These ready-to-eat pancakes are perfect for breakfast or dessert, with no syrup needed –the sweet, buttery maple flavour is baked right in.

Whether enjoyed warm from the pan or straight from the pack, they’re set to become your new indulgent treat. Available now at Woolworths and selected Foodstuffs stores.

THE ULTIMATE KIWI BREKKIE

Uncle Tobys x MILO

The breakfast of champions just took on a whole new meaning, thanks to the much-anticipated launch of UNCLE TOBYS MILO Quick Sachet oats. A legendary pairing, combining the chocolate malt taste of MILO with the oaty goodness of UNCLE TOBYS Quick Sachets, this mouthwatering matchup is sending breakfast lovers into a frenzy.

KOREAN STYLE CORNDOGS

Howler Hotdogs

Cheese lovers rejoice! Howler Hotdogs have just added two popular Korean Style Corndogs to their range. Mozzarella cheese on a stick (coated in batter) and the “Half and Half” – where literally half of the sausage inside is replaced with a stick of Mozzarella cheese.

Airfryer-friendly and made using quality New Zealand ingredients, this allows consumers to enjoy this popular street food at home.

For more information, visit www.howlerhotdogs.co.nz or contact your local KML rep.

LEADING RECOVERY DRINK

Fixx Nutrition

Fixx Nutrition has launched a market-leading recovery drink, the Fixx Protein X Recovery Shake for athletes, as part of its mission to help sportspeople around the world recover smarter and go further.

Offered in both chocolate and vanilla flavours and developed to provide athletes an optimal blend of protein, amino acids, carbohydrate and electrolytes, the Fixx Protein X Recovery Shake helps people recover, rehydrate, restore glycogen and repair muscle after long training sessions or competitive events.

125ML VANILLA DANDY CUPS

Golden North

Premium Vanilla ice cream made from fresh milk and cream in a 125ml cup. Premium vanilla ice cream in the most convenient 125ml cups. Available in our award winning Vanilla Ice Cream flavour.

COLD PRESSED JUICE

Allie's

Juice Sampler Box includes one of each flavour in our 300ml cold-pressed juice range - perfect for first-timers, café owners wanting to trial the lineup, or anyone who loves variety.

Each bottle is made with 100% whole fruits and veggies for vibrant flavour and nutrition without preservatives, concentrates or added sugars.

CONSCIOUS DRINK

Kakadu Kitchen x OzHarvest

A refreshing wine-alternative with native lemongrass, saltbush and pepperberries. Surplus Coffs Harbour blueberries rescued by OzHarvest. Botanicals are locally sourced from Indigenousowned businesses, spotlighting ethical, community-led bush food practices.

Spring Vegetable Challenge Kicks Off

From crunchy cucumbers to vibrant salad greens, fresh seasonal produce is taking the spotlight in 5+ A Day’s new Spring Vegetable Challenge to inspire New Zealanders to eat better and feel great.

+ A Day has partnered with Vegetables NZ to launch the social media challenge, encouraging Kiwi shoppers to add fresh New Zealand-grown spring vegetables to their day.

Focusing on health benefits and simple inspiration, it’s hoped the new campaign will have a positive spin-off for retailers nationwide by driving sales of key seasonal items like asparagus, avocado, cucumber, radish, tomato, lettuce and salad greens.

“Eating a variety of vegetables every day is one of the most important steps we can take for our health,” explains Dr Carolyn Lister, Principal Scientist and Science Team Leader (Food & Health Information) at Plant & Food Research, and a Trustee for

5+ A Day Charitable Trust.

“Spring vegetables are packed with essential nutrients and plant compounds that support immunity, heart health, digestion and more. Retailers can support this drive to improve community health outcomes by prominently featuring these items in store, and ensuring displays remain attractive and easily accessible.”

Asparagus is a good source of folate to support immune function and combat tiredness and fatigue. Spears should ideally be kept refrigerated – but ambient temperature is okay as long at the product is fresh that day. The most important thing retailers can do is only buy what you can sell in a day so consumers have a good eating experience and make repeat purchases.

A large, high-quality of crop of avocados is expected this year thanks to optimal growing conditions. The fruit is rich in heart-healthy fats and is always popular with consumers, making avocado an excellent high-profile retail display option. Avocados should be stacked and displayed carefully to avoid bruising.

Cucumbers have the highest water content of any vegetable and a low calorie count. Most of their goodness (including dietary fibre) is stored in their skin, so remind consumers not to peel them – just eat as they are.

5+ A Day is keen to see more peppery red radishes used in Kiwi kitchens and hopes publicity this spring will help boost sales.

Meanwhile, speciality and pre-packed tomatoes will likely fly off the shelves as the weather heats up. Tomatoes are particularly beneficial for men as lycopene (which creates their red hue) helps guard against prostate cancer.

Leafy greens such as spinach, rocket, lettuce and red-coloured salad greens contain a wide range of important phytonutrients. Through the 5+ A Day Spring Challenge, consumers will be encouraged to eat a mix of salad varieties for optimal health.

Help your customers power up their plates and supercharge their health this spring by visiting @5adaynz on social media for recipes, tips, and inspiration.

Real Foods has a highly experienced sales team at all levels of the business and is able to service Retail and OOH channels. We are experts on working on an FOB model and also have the ability to work on di erent models that suits the client’s needs.

We have a proven track record over 43 years, so please get in touch if you are looking for a successful and focussed solution for the NZ market. REAL FOODS LIMITED, Level 1/4 Pavilion Drive, Mangere, Auckland 2022

Ph: +64 9 256 4260, email: sales@realfoods.co.nz or visit www.realfoods.co.nz

sneak peek of conference

We’re finalising our Conference 2025 line up, and are excited to share some key guests, and a taste of what’s in store - given it’s our biggest event of the year!

Our venue is the amazing, world class Te Pae Convention Centre, nestled on the Ōtākaro Avon River banks, its outstanding facilities and architecture makes it a fabulous setting. We again welcome Argon & Co as our Conference 2025 principal sponsor, supporting the delivery of what’s going to be an incredible few days.

As always, we’re including some inspiring business speakers from outside FMCG to offer new perspectives. Zion Armstrong’s story begins in Otara and West Auckland, after dropping out of school at 16 but encountering some valuable mentorship, he became a national hurdles champion and Commonwealth Games athlete, as well as a gifted salesperson, rising through the ranks of the sportswear industry to become President of Adidas North America, rubbing shoulders with sporting royalty like footballer Lionel Messi and star quarterback Patrick Mahomes. Fans of the popular Between Two Beers podcast hold Zion as one of the most popular guests - he’s an entertaining and compelling speaker and we can’t wait for you to meet him.

We will be officially launching Season

Raewyn Bleakley Chief Executive, New Zealand Food & Grocery Council

Three of Shared Horizons at the Conference welcome function, marking the next chapter in our journey of industry storytelling in partnership with ASN media. We started the Shared Horizons series as a way to spotlight the positive stories - even during challenging times. This year’s docuseries is shaping up to be another excellent reminder of the innovation and achievement, even in another tough year.

With change a constant in our industry, we’re featuring a range of perspectives and have sent invitations to relevant government speakers. We can confirm Grocery Commissioner Pierre van Heerden will provide an update on behalf of the Commerce Commission. From the retailer sector, we will welcome Mary Devine, Chief Executive of Foodstuffs South Island, who’ll appear alongside a panel of FSSI store owners with local insights central to the conversation. This session offers a unique opportunity for members to hear directly from Mary and the wider FSSI store network - we're looking forward to an engaging and insightful discussion. Chris Quin, Chief Executive of Foodstuffs North Island will also be joining us, bringing valuable insights and contributing to the broader discussion on industry opportunities. Woolworths New Zealand’s newly appointed Managing Director, Sally Copland will make her first appearance at an NZFGC event offering a valuable opportunity to hear from her early in her tenure on her impressions, priorities, challenges and opportunities ahead.

This line up will be bolstered with expert ‘state of the industry’ and research

presentations, which members tell us are valuable and worthwhile features of past conferences, along with options for interactive sessions to hear from delegates and provide the space to connect with others from the industry.

Talks with other sector and political leaders are progressing well and we look forward to announcing more names soon - keep your eye on our LinkedIn page for updates in the coming weeks.

While it’ll be a jammed packed programme, we’re making plenty of time for connection and networking with fellow NZFGC members – and our conference coincides with Christchurch’s famous Show Week with the twin attractions of The Royal A&P Show and the 2025 Cup Carnival.

The whole town will be buzzing with people and events; it’s a great chance to see Christchurch at its very best!

If you’ve not visited Christchurch in a while, November 10-12 is the perfect time. The whole NZFGC team, Board and I look forward to welcoming and re-connecting with you then.

2025 NZFGC Annual ConferenceŌtautahi Christchurch, 10-12 November at Te Pae Christchurch Convention Centre. Registrations are now open – secure your place now.

Alliance Marketing Continues to Deliver the Difference in 2025 & Steps It Up for 2026

For the fourth consecutive year in the Coalface Results, Alliance Marketing proudly takes the Top Sales Agency for Overall Customer Satisfaction – All Stores (Small Supplier Category) in 2022, 2023, 2024, and now again in 2025.

Leading

the

Way in Key Performance Areas (in the Small Supplier Category):

Merchandising Support & Service – All Stores

Alliance Marketing once again, takes out 1st PLACE for the second year running. This result reinforced its commitment to strong in-store execution and reliable merchandising support.

Business Partnership – Foodstuffs

Stores

Alliance Marketing, ranked 1st PLACE in the small supplier category in the Foodstuffs nationally for business partnership, reflecting ongoing focus on building strong commercial relationships and truly understanding each store’s unique needs.

Communication & Updates – Foodstuffs

Stores

Alliance Marketing also took 1st PLACE for communication and updates in Foodstuffs stores, showcasing that proactive engagement and timely sharing of relevant information.

Merchandising Support & Service – Woolworths NZ

Alliance Marketing ranked in 1st PLACE among small suppliers in Woolworths NZ for the second year in a row. This highlighted our consistent delivery, support and effectiveness in-store.

Pushing Boundaries in 2026

As early adopters of new business models and evolving retail strategies, Alliance Marketing has continued to lead from the front. In 2026, the business is shifting up a gear, while staying true to the proven principles that underpin its success:

• Call with a purpose

• Know your stores - not all are the same

• Come prepared with relevant, up-to-date information

• Communicate professionally, backed by knowledge and data

• Never underestimate the power of shelf presence and stock holding

• RECOMMENDED RANGE products need a voice in-store

• Compliance - for yourself, your products, and your store

Powering Up for the Future

In 2026 Alliance Marketing is stepping up it’s investment in technology, reporting capabilities, and a deeper level of data, further equipping our Key Account Managers, Territory Managers, and Principals with more insight and capability than ever before.

What’s New in 2026:

Jamielle Lewis jlewis@alliancemarketing.co.nz 021 986 513

Karen Kenny

kkenny@alliancemarketing co.nz 021 122 0949

www.alliancemarketing.co.nz

• Expanded Head Office Team – bringing in new resources to strengthen its operations.

• Expanding its Customer Reach - into new Retailer doors

• Alliance Marketing, New General Manager –stepping in from late October following an internal promotion, further supporting the growth of its Alliance Trading Division.

• More to come – Watch for the October Issue for further updates and team announcements.

A Massive Thank You & Congratulations

The Alliance Marketing Key Account Team’s commitment to excellence at the Head Office level has been instrumental as they continued to provide our Foodstuffs National Sales Manager, Territory Managers, and our Woolworths National Merchandising Manager with the tools and support needed to deliver exceptional results in-store.

cornerstone of community

Four Square Clive is not just a local supermarket, but also a cornerstone of the entire community.

“When I first came to Clive, I did not know anyone. Now, the entire Clive and Whakatu community knows me, and many of my customers have become like family. We work together to make this community better day by day,” said Tommy Han, Owner/Operator, Four Square Clive.

Han began his career with Foodstuffs North Island in 2006 and has since held a range of managerial roles across various store locations, including New World and Four Square.

Since he took over Four Square Clive two years ago, the entire fresh and butchery department has seen significant growth. Back then, he said there were only chicken breasts, beef rump, and a couple of sausages, but now the store offers a vast selection of meats.

“I was immediately connected to the

store, as I had noticed that this store had great potential with a strong community vibe. I could see myself in the store, and I knew I could make the whole community proud and happy in the future.”

Han spent seven months changing the entire store layout, removing some of the old chillers/freezers, and installing new ones. He worked very hard under the Foodstuffs buying model and added over 1,200 new products across all departments, including new produce and bakery shelves.

Online shopping and click-and-collect have also been significant growth drivers, especially following the introduction of DoorDash this January, which boosted sales growth to over 300 per cent compared to six months ago.

With a young and talented team, including many students, the store has prioritised customer satisfaction. Clive Four

Square has combined genuine community spirit, warm and helpful staff, fresh local produce, and a tidy, easy-to-navigate layout, all of which contribute to a uniquely friendly shopping experience.

Han said customers frequently mentioned the approachable team, noting that “staff always have a smile,” while the store’s wellorganised aisles and good parking make quick grocery runs hassle-free.

Four Square Clive also supports local suppliers such as Flowerland, Origin Earth Milk, and local growers. It supports the Clive and Whakatu community by providing a six percent SuperGold card for seniors and 10 percent discounts for local students.

Han mentioned that local students also come to Four Square Clive to grab a free apple before and after school. The store team also proudly supports Clive School, Friends of Clive School, Clive Rugby Club, Clive Tennis Club, and the local Women’s Running Club.

Recently, the store participated in ‘Stars in Clive’s Eyes’ fundraiser event to raise funds for Clive School.

As one of the main sponsors and artists, Han helped raise over NZD 10,000 for Clive School, and he said the whole community absolutely loved his

performance on the stage.

“Now the community know me as both Tommy Han, the owner operator of Four Square Clive, and MC Tommy the rapper. Additionally, I recently had my first hāngī experience at an annual event in Whakatu. I donated some food and fully immersed myself in the experience, helping with prep, firing the wood, covering the food and cooking 250 meals.”

Han mentioned that a few weeks ago, the store received a note from a struggling parent, and added extra lunch essentials to their order. That small act inspired the team to take further action.

Thanks to a generous ham donation from Farmland Foods Ltd, the store team then created lunch packs for 50 local families, each with bread, spread, and ham to help kids return to school with full lunchboxes.

“Because I do believe this is what community is all about, being there for each other when it matters most.”

Four Square Clive is not just a one-stop shop, but also a 100 percent communityspirited hub. As the local fresh grocer, it has continued to offer customers more fresh options, more affordable prices, increased community engagement, and improved customer service. n

honey

sweet meets heat

Sweet, spicy, and addictive, the hot honey trend took over the internet last year and has continued to grow.

Once used as a drizzle for pizza, this bold flavour combination has exploded across menus, grocery aisles, and social media feeds in 2025. The “swicy” trend has been reshaping taste profiles, proving that consumers can’t get enough of the sweet-meets-heat experience. Data from Innova’s 2025 Chilli-Infused Flavour Trends report showed that chilliinfused honey has grown at a 61 percent CAGR in product launches over the past five years, especially in the US and UK. TikTok and Instagram are also filled with hot honey hacks, from cocktails and lemonades to ice cream drizzles, increasing the appeal and awareness of the trend. According to Grubhub’s 2024 Delivered Trend Report, “swicy” was the most ordered flavour profile in delivery, with hot honey purchases surging 30 percent in grocery orders.

Consumers have been seeking variety, novelty, and a playful twist on comfort food staples. The balance of indulgence and heat also tied into health-conscious trends, as honey has been positioned as a natural

sweetener with functional appeal.

Latest hot honey innovations over the past year included the Marketside Hot Honey Hummus, which combined the rich taste of traditional hummus with the sweet and spicy kick of hot honey. Waitrose Hot Honey Cheddar Pinwheels are paired with cheese, ancho chilli, and a sweet drizzle for a summer-ready snack.

Hot honey has long been a relevant talking point for pizzaiolos. Hormel Foods, a known innovator in the pizza space, naturally took notice of this increasingly “hot” trend and developed the FONTANINI Hot Honey Sliced Sausage.

McVitie’s Jaffa Cakes Hot Honey Flavour launched in June 2025, putting a spicy twist on the British classic. This fresh take on the much-loved classic kept the signature light sponge and dark crackly chocolate fans know and love, with a surprisingly bold new filling where sweet golden honey meets a hint of chilli.

“At Jaffa Cakes, we’re known for doing things a little differently. As the only cake in the biscuit aisle, it makes sense that our

newest flavour brings an unexpected twist,” said Jessica Woolfrey, Marketing Manager for Jaffa Cakes.

“We’re super excited to introduce Hot Honey Flavour to the Jaffa Cakes family - tapping into the viral ‘swicy’ trend with a perfectly balanced sweet-meets-heat flavour.”

In Australia, San Churro has announced a partnership with Capilano Honey's 100 percent Australian Honey, infused with a hint of spicy goodness to introduce a limited edition Hot Chilli Honey Churros range. Many local brands in New Zealand, such as Egmont, Sweet Sting, Arataki, Telegraph Hill and more have also embraced the swicy trend. Looking ahead, the hot honey wave has shown no sign of cooling down. From artisan jars to supermarket shelves, hot honey has cemented itself as one of 2025’s hottest flavour trends.

With its unique ability to bridge sweet indulgence and fiery kick, the swicy movement is set to stay, leaving brands with a golden opportunity to innovate, diversify, and keep consumers buzzing. n

New Zealand

pepperoni + hot honey been craving pizza sm lately hahaha c4ngelique

Hot Honey, lets talk about it... lifewithdonnyy

Just a girl who's addicted to @Pepper & Me hot honey xoxo eemeleine

Mexican hot honey yes please. lifewithdonnyy

Hot honey chicken sliders thesapor

TikTok

TikTok Global

BUZZ OF SWEET HEAT

Experience the beautiful buzz of sweet heat with Sweet Sting Hot Honey.

Sweet Sting is an Auckland-based duo of food adventurers dedicated to taking local honey to the next level, creating New Zealand's original chilliinfused "hot honey" back in 2021.

Although it is 85 percent natural New Zealand honey, the flavour range stands out, spanning sweet, hot, and savoury and complements an almost infinite amount of foods, from cheese platters, to pizza, fried chicken, salads, cocktails, breakfast cereals and beyond.

The range has grown with the addition of Space Jam Chilli Jam, Smoky Joe BBQ, Superhot Honey and Down n Dirty Mustard, all of which have a base of hot honey and no added sugar.

Over the last four years, Sweet Sting has built up a great following and is now available in premium grocery stores throughout New Zealand, including New World, Farro Fresh, and Moore Wilson.

EVERYDAY AND IMMUNITY HONEYS

From their remote base, they work in tune with the seasons, harvesting pure Mānuka when the trees bloom for just 4–6 weeks a year. Only the strongest hives rise to this moment, producing honey rich in natural goodness. Every batch is independently tested, glyphosate-free, and packed with full transparency so customers know they’re getting the real thing.

The range is simple: Everyday Honeys for food and family, and Immunity Honeys (MGO 100+, 300+, 600+) for natural wellness. Raw, rare, and delicious –King Bees brings a taste of health and vitality straight from the hive.

For more information, visit kingbeeshoney.com

NEUDORF BLACK HONEY

Customers are seeking condiments that feel premium, adventurous, and versatile - and Black Honey from Neudorf Black delivers on all three.

The original Black Honey elevates cheese boards, marinades, and dressings, while the Hot Black Honey, with a chilli kick, taps into the fast-growing spicy honey trend.

Both products hit the sweet spot between gourmet appeal and everyday usability, giving shoppers a reason to come back for repeat purchases.

Black Honey (New Zealand bush honey infused with sweet black garlic) has picked up gold every year since its debut. Hot Black Honey, with chilli and cayenne was just released - August 2025.

Neudorf Black is an established artisan producer with a strong foodie following. Made in New Zealand, their range of Black Garlic condiments deliver on premium, quality and accessibility. They are easy to use and stand out from the crowd. Sold in convenient 250g squeezy tubes.

For more information, contact sales@neudorfblack.co.nz or phone 021 0806 0150

MANUKA BLEND HONEY 1KG GLASS

Our Mānuka Blend honey has been freshly harvested from Native Forests in the South Island of New Zealand. We don't heat our honey beyond natural hive temperaturesensuring our honey retains its healthy enzymes and full flavour.

This honey has a lovely mild flavour and sweet aroma. Perfect to enjoy on toast or add to a cup of tea.

For more information, visit biohoneynz.co.nz or contact info@biohoneynz.co.nz

NATIVE BUSH HONEY 1KG GLASS

Our Bush honey has been freshly harvested from Native Forests in the South Island of New Zealand. We don't heat our honey beyond natural hive temperatures - ensuring our honey retains its healthy enzymes and full flavour.

This honey has a lovely mild flavour and sweet aroma. Perfect to enjoy on toa st or add to a cup of tea.

For more information, visit biohoneynz.co.nz or contact info@biohoneynz.co.nz

SPRING HARVEST HONEY 1KG GLASS

Our Spring Harvest honey has been freshly harvested from Native Forests in the South Island of New Zealand. We don't heat our honey beyond natural hive temperatures - ensuring our honey retains its healthy enzymes and full flavour.

This honey has a lovely, rich flavour and distinctive aroma. Perfect to enjoy on toast or add to a cup of tea.

For more information, visit biohoneynz.co.nz or contact info@biohoneynz.co.nz

World MAnuka Honey Day: Celebrating the Rise of Manuka Honey in Health Circles

Once a niche natural remedy tucked away on specialty shelves, for World Manuka Honey Day 2025, the New Zealand manuka honey industry is celebrating the steadily increasing recognition of manuka honey health properties among retail and health professionals worldwide.

World Mānuka Honey Day is celebrated on the first Monday of November every year (November 3rd in 2025). It is timed to be the peak of the mānuka honey seasons in the northern and southern hemispheres. Production (honeyflow) and harvest of mānuka honey is beginning in New Zealand, and northern hemisphere markets are beginning to lift off as people stock up with natural wellness solutions for winter.

Mānuka honey has emerged as a golden staple on retail shelves and in the toolkit of health professionals worldwide. Rooted uniquely in the pristine landscapes of New Zealand, this powerful honey from New Zealand’s mānuka tree is now sought out in 56 countries for its potent bioactive properties.

To celebrate World Manuka Honey Day in 2025, the Unique Mānuka Factor Honey Association (UMFHA), the world’s only independent mānuka honey quality certifier, will launch the first accredited mānuka honey training course for U.S. health professionals.

This milestone, offering professional development credits, reflects how far mānuka honey has come since its antibacterial properties were first researched nearly four decades ago.

“Current discussions suggest the credits will be valid for New Zealand dieticians

also,” said UMFHA Marketing Manager, Campbell Naish.

Recent survey data from UMFHA underscores the impact of education and certification. In a 2025 survey of over 1,000 U.S. registered dietitians, 60 percent reported using mānuka honey, up from just 40 percent the year prior.

Awareness of its health benefits jumped from 54 percent to 75 percent, and recognition of the UMF™ quality mark more than doubled. These results signal a growing trust in mānuka honey’s efficacy and authenticity, especially when backed by science and third-party verification.

“The research was commissioned with Today’s Dietician to help the manuka honey industry better understand health professionals’ need in key export markets so those recommending mānuka honey increases.”

When health professionals were asked what influenced their recommendations for healthy diet and nutrition plans, the clear leader was the body of science supporting the product or category. The other top factors in order: independent quality verification, transparency, affordability and business ethics in equal position.

For retailers as well as health professionals, this presents a clear opportunity. Health professionals cited scientific research,

Campbell Naish Marketing Manager UMFHA

independent quality verification, transparency, and affordability as top factors influencing product recommendations.

Retailers who stock UMF™-certified mānuka honey and educate consumers on its benefits are well-placed to capture this growing demand.

“Having an independent quality system like UMF™ is a unique asset for New Zealand’s mānuka honey industry. Globally, both health professionals and retailers are moving toward third-party assurance, especially when it comes to products that impact consumer health.” n

Potential of the ‘Health Honeys’

University of the Sunshine Coast researchers have developed a rapid, affordable test that can help identify the next premium Australian honeys.

Brush box, grey ironbark, macadamia and spotted gum are among seven native honeys already tested with the new extraction method at UniSC’s Honey Lab, which is renowned for authenticating highly prized mānuka honey.

The findings, published in Food Chemistry, have the team buzzing after 10 years of helping beekeepers and honey producers across Australia measure the quality of their mānuka products.

Checking the quality of honeys is vital across the world, given the lack of consistent regulations and the rise in adulterated products, including ‘fake’ mānuka labelling, causing problems in a multi-billion-dollar industry.

“We used the new method to test for 109 phenolics, also known as aromatics and

more than half of these valuable compounds were found in the Australian honey samples,” said lead author Georgia Moore.

“That’s exciting because phenolics are a major determinant of honey quality, contributing to anti-inflammatory, antimicrobial, antioxidant, anti-diabetic and anti-carcinogenic properties, as well as flavour.”

Moore added that honeys with these nutritional and medicinal properties generate great interest and consumer demand for their products. Phenolic compounds can also serve as markers of floral origin, helping to confirm honey authenticity.

The other three plant species tested were coolibah, mugga ironbark and yapunyah. Previous extraction methods were more expensive, time-consuming and complicated.

Research co-supervisor Dr Peter Brooks,

who helped pioneer mānuka authentication in Australia, said the validation of the new extraction method in all seven mono-floral honey types is significant.

“It’s an important step in authenticating Australian mono-floral honeys, which have one identifiable plant of origin.

Substantiating the floral and even regional origin of honey varieties is important for Australia’s reputation as a safe, reliable honey producer and for the sustainability of the industry,” said Dr Brooks.

“This evidence could lead to other varieties commanding a higher market share and price, because consumers generally will pay higher prices for mono-florals over multi-floral or bush honeys.”

The results are even sweeter because they build on the team’s study published in the journal Measurement: Food that found high levels of a key aromatic compound from leptospermum plants in several Australian mānuka honeys.

Leptospermum is a type of tea tree, and its nectar is the source of mānuka honey in both Australia and New Zealand. Australia has more than 80 species, and New Zealand has seven.

“This study confirmed that the compound, known as Mānuka Marker 1, is not limited to a single species from only one country of origin,” said Dr Brooks.

“Both studies together indicate that Australian beekeepers have access to a botanical bonanza not just for mānuka, but for other premium varieties with various properties and qualities”.

As the laboratory continues the research, project leader Dr Asmaa Boufridi said the aim is to form a phenolics database for other

varieties of Australian honey, to support future labelling.

Both studies together indicate that Australian beekeepers have access to a botanical bonanza not just for mānuka, but for other premium varieties with various properties and qualities.

The lab’s phenolics research started by profiling the exclusive Tasmanian Leatherwood honey, with those results also published recently in Current Research in Food Science.

In the paper, a distinctive phenolic marker identified in that honey was also confirmed in the nectar of the endemic plant, verifying the honey’s floral origin.

Ms Moore, a UniSC Biomedical Science Honours graduate who works with Chau Tran and paper co-author Linda Pappalardo, said the lab is using science to improve global awareness of Australian honeys.

Lab partners have included Hive & Wellness Australia, the Australian Mānuka Honey Association, AgriFutures Australia and the former CRC for Honey Bee Products.

New Zealand Manuka Legacy Continues

The University of Waikato’s (Te Whare Wananga o Waikato) legacy of leadership in manuka honey research will live on with the re-establishment of the Honey Research Unit.

The unit was initially founded by the late Dr Peter Molan, whose groundbreaking work in the 1980s discovered mānuka honey’s unique non-peroxide antibacterial activity.

Now under the direction of Dr Megan Grainger, the Honey Research Unit has been building on this legacy to learn more about mānuka honey and the mānuka tree and investigate properties of other native honeys and bee products. The unit also recognised the importance of research for the well-being of honeybees.

Founding members of the unit bring together leading scientists from multiple fields, including experts Dr Megan Grainger (analytical chemist), Associate Professor Charles Lee (microbial ecologist), Associate Professor Mike Clearwater (plant physiologist), Emeritus Professor Merilyn Manley-Harris (organic chemist), Dr Linda Peters (biomedical molecular genetics) and Dr Tameryn Stringer (bioinorganic chemist).

Event Speaker Spotlight

On October 16, the next Inspire+ event will bring together three industry experts to share their perspectives on New Zealand’s fast-evolving food and beverage sector. Each speaker brings a distinct vantage point, from the realities of getting products onto shelves, to understanding how shoppers are adapting to higher prices, to insights that help brands turn shopper behaviour into strategy.

Together, Sam, Deane and Andrew will deliver a connected view of the challenges and opportunities shaping New Zealand’s grocery market, and the practical strategies businesses need to navigate it with confidence.

Sam

Price Co-founder of Stocked

Will open the session with a focus on the retail reality for challenger and emerging brands. Sam will share his frontline perspective on what it takes to secure distribution, win shelf space and keep products moving in an environment where both retailers and shoppers are more selective than ever.

Deane Hubball, Managing Director of Focus Insights

Will then present insights from Focus’s annual research, revealing how shoppers are adapting to sustained high grocery prices. From switching brands and shopping on promotion to rethinking meal solutions and retailer choices, Deane will highlight lasting behavioural shifts and what they mean for building stronger brand and retailer strategies.

LIMITED SPACES

Andrew Arnold Country Director, New Zealand at Shopper Intelligence

Will close with key findings from the latest State of the Nation Report. Andrew’s session will show how businesses can turn shopper insights into stories and strategies that directly address today’s market challenges, providing practical direction for growth.

Simple and Sophisticated Sparkling Success

The New Zealand non-alcoholic beverage industry is, arguably, in a more dynamic space than ever, and transformation is very much the name of the game.

Canvas the views of NZ Beverage Council (NZBC) members and the message is clear – this transformation is due, to a large degree, to consumers wanting more from their beverages. Great taste and thirst satiation were once the key beverage boxes to tick. Good, yes, but consumers of today also want their beverages to DO good. Functional drinks are the new norm.

Beverages of today (and looking to the future) are being called upon to play a significant role in providing hydration, energy boosts, gut health, immunity, muscle recovery, mental clarity, relaxation and even mood support… a big ask, yet the industry is delivering and continuing to investigate transformative ways to do so.

The word from our Beverage Council’s key formulators is that functional ingredients that

were once confined to the world of powdered supplements and pills are now being integrated into convenient ready-to-drink formats. Proteins, electrolytes, nootropics and pre-workout formulas are all part of that equation. We’ve seen the emergence, for example, of sparkling water that delivers added magnesium for stress support, and energy drinks with a focus on cognitive performance instead of just caffeine and sugar, and iced teas that are infused with collagen! Thanks to evolution within the industry, beverages can be thirst quenching while also making health simple and accessible.

We note that beverage marketing has moved beyond a focus on the benefits of solely physical health. Increasingly, emotional well-being is very much a thing in the beverage marketing world. Alternatives to alcohol is one result, hence the popularity of

“relaxation mocktails” and “mood-enhancing” drinks. Our Beverage Council members report that words like “sophisticated flavours” have become part of our vernacular. What we are seeing is the demand for complex, adultstyle flavour in non-alcoholic drinks, driven by the “sober curious” movement. Alcoholfree cocktails and spirits are becoming mainstream, especially in social settings and hospitality and, in some cases, brands are using distillation and fermentation techniques to mimic traditional alcohol profiles without the alcohol.

Furthermore, hydration is now seen as a “lifestyle statement” with premium water brands and influencer-backed products leading the way. And we have seen consumer demands change over recent years in terms of increased interest in fresh, natural and authentic tastes. In 2025, our members are

noting that consumers are continuing in their pursuit of uncovering “unexpected flavours and memorable experiences”… especially those that have the potential to convert to viral social media content.

Within NZ’s non-alcoholic beverage industry it’s not just what consumers want in their beverages that is driving transformative change. There’s a total package to consider beyond the beverage. For example, both social media and artificial intelligence are increasingly impacting our sector, changing the way product is marketed, and developed. We’ve noticed how emerging beverage brands are, by and large, picking up on the power of socials, building demand and credibility online. Instagram, influencers, or going viral on Tik Tok are their marketing/advertising tools. This digital-first mindset is undeniably another key trend and sign of our times. Also of our times are tech-enhanced experiences. AI and AR are being used in product development and marketing to personalize consumer experiences. In addition, smart packaging and interactive labels are emerging to engage tech-savvy consumers. We anticipate AI may shape a lot of our future, not only in terms of how research is conducted and a product developed, but how that technology (from a decision-making point of view) may be used by consumers, or by stockists. What we see now in terms of the reach of AI isn’t necessarily what we will see in a few years’

time – just look how quickly things have changed over the last few years.

Beverage and Food Gurus (BFG) managing director Sam Borgfeldt tells us that, if he had to list three major factors impacting the “dynamic transformation” of our industry they would be: healthconscious consumers, innovation, and agile entrepreneurs. Look at the brands thriving today, he says, and chances are they will have combined science-backed functionality with social media savviness, and “most importantly” they will include the ability to innovate at high speed. How speedily? Well, start-ups, for example, now work in cycles of weeks or months, not years, he tells us.

Reassuringly, this leading NZ formulator is of the belief that when it comes to beverage innovation, “NZ has access to high quality ingredients, smart and ambitious founders, agile supply chain partners and a retail landscape that’s increasingly open to new and exciting formats”.

It’s a positive viewpoint for Beverage Council members to take on board. And it supports our chosen theme for this year’s annual conference – ‘Sparking Success -For a sparkling future’, characterised by this dynamic landscape of innovation.

Sir Ray Avery (also bestowed with a Knight of the Realm and inaugural New Zealander of the Year honours) will be one of the keynote speakers at the October 16 conference. Also presenting a keynote address will be Nicola O’Rourke - a director,

investor, consultant with more than 20 years’ experience in a range of disciplines across the food and beverage industry. Both are extraordinarily well placed to speak to the conference’s innovation theme and securing them as speakers has been a coup. The lineup of conference speakers will also include Mintel, ANZ, James & Wells, Innovation Realised, Mānuka Phuel, Arepa Drinks, No Ugly Ltd, and post conference networking with dinner speaker and entertainment. This actioned packed day is possible through the following sponsors and their ongoing support of the NZ Beverage Council: Platinum Sponsors – Sensient Technologies, Gold Sponsors – James and Wells and NZ Sugar, and Silver Sponsors – Alchemy Agencies and RD2 International Ltd.

The one-day conference will begin with registration at 8.30am and conclude with a dinner and entertainment to be held at Tote on Ascot, Ellerslie Event Centre. Non NZBC members are welcome to join members at the event. Tickets are available at www.nzbeveragecouncil.org.nz/events

Strategy Meets

Storytelling

Sampling has continued to remain an effective way to drive product trial and brand trust. It works particularly well for new launches, product variants, or packaging changes that might otherwise confuse consumers.

Choosing the proper sampling method depends on the goal. Whether it's in-store demos, take-home kits, or immersive pop-ups, the strategy should be designed around where the ideal customer is and how they make decisions.

“In general, all categories are suitable for sampling, from fresh fruit to the frozen aisle in supermarkets, or a product demonstration for appliances and the like in other retail environments,” said Merilyn Havler, Phenomenon’s Account Director.

“Determining the best method really depends on the client’s objectives and, of course, the product itself. If the client wants to increase their rate of sale in a particular channel, or support a new product launch, then you can’t go past in-store sampling. Where mass awareness is the goal, then we might recommend out-of-home, transport hub or event sampling to support traditional and other media activity.”

According to Portia Brodie, founder of Destro, sampling reduces hesitation because taste, smell, touch and feel are

critical in decision-making when it comes to purchasing a product.

Consumers now expect more from sampling: personalisation, feedback opportunities, social media shareability, and sustainability. Trends like AR try-ons, gamified experiences, and loyalty-integrated sampling have reshaped how brands engage trial users.

Shoppers have also become more informed; they’re reading the labels on the back of the packs before they buy. The feedback Phenomenon’s team received was that things

Choosing the proper sampling method depends on the goal. Whether it's in-store demos, take-home kits, or immersive pop-ups, the strategy should be designed around where the ideal customer is and how they make decisions.

like excess and oversized packaging are likely to put them off. Many also want to know where the food is sourced from, and if it’s a high-volume product, such as a coffee capsule, how easy it is to recycle.

Chief Visionary Officer of FreshBox, Mark Nelson, added that the next generation of sampling would integrate storytelling, content, and collaboration.

“In-home sampling hasn’t evolved for some time. We’re changing that. The future is about experiences; brands collaborating to give consumers something fun, rich, and memorable,” he said.

One of the most common challenges that businesses face when they decide to undertake a sampling campaign is having the time and the resources to implement it.

For in-store sampling, Havler mentioned that having sufficient stock levels in store was essential. She said that time and time again, both stores and client reps underestimate the interest and uptake from shoppers for this type of activity.

The best way to address this situation is to engage with a professional sampling agency that can manage every step, to ensure their product is professionally represented, and that both retailers and customers have a positive and successful sampling experience.

Linda Lilley, National Business Manager of The Generalist Promo, said that the success of a campaign can also be measured differently by each client, so it is important to discuss expectations about campaign outcomes before the work begins.

“Technology and social media play an integral role in any marketing strategy, and sampling campaigns are no exception,” said Lilley.

Although sampling has evolved, it is an excellent way for brands to test, learn, and grow alongside their most engaged customers. As the number of brands on the market increases and pricing drives shopper hesitancy in switching out of their preferred brand comfort zone, Havler added that sampling has become more critical in the marketing mix than ever.

“Technology can only assist in extending the reach. After all, what better way to convince your target market to buy your product than letting them try it first, and ideally then share that experience?” n

sampling

A Fresh Take On Sampling

From the moment FreshBox launched its Ultimate Burger Box, it became clear the idea had struck a chord with consumers.

Priced at just NZ$69 and packed with a full NZ$179 worth of food, drink, and handy extras, all 2,000 boxes sold out in a rush of demand. Inside the box, consumers discovered everything they needed for perfect burger nights from premium beef and chicken patties, bacon, and gourmet brioche buns to chips, tangy pickles, sauces, slaws, cheddar slices, and indulgent treats.

Even practical essentials like paper towels and dishwasher tablets were included, demonstrating that the idea was more than an assortment of products: it was an experience in a box.

At the heart of FreshBox is Chief Visionary Officer Mark Nelson, whose hands-on approach has shaped the brand from day one. FreshBox has been built on teamwork, passion, collaboration, and a shared belief in bringing quality and convenience to Kiwi households.

With a commitment to every step of the process, Nelson said that packaging played an essential role in the FreshBox experience. The way the brands and products were presented, layered, and revealed was designed to make opening the box feel like an event.

“Unboxing videos are popular, especially among Gen Z and millennials. We wanted every FreshBox to deliver that same excitement, like opening Christmas presents.”

The Ultimate Burger Box was crafted as a themed experience. Every product and brand was carefully chosen to work together, giving shoppers a recipe-led, collaborative experience.

“A recipe is a collaboration of ingredients. You can enjoy bacon on its own, or combine it with buns, cheese, and eggs to create something even better. That’s the FreshBox ethos.”

Instead of offering a random mix of pantry fillers, FreshBox has curated products that belong together. Consumers can cook and create while following the recipe videos or experiment with their own combinations, while brands enjoy the benefits of being showcased in context.

Nelson added that FreshBox was the next generation of sampling, one that integrated storytelling, content, and collaboration. Nelson called it the three Cs: create, connect, collaborate.

Part of what made the Burger Box stand out was the way it blurred the lines between

product sampling and brand marketing. For consumers, it was a one-off purchase, not a subscription, with everything they needed for memorable nights at home.

Shoppers have become time-poor, increasingly cost-conscious, and less likely to commit to ongoing subscriptions. What they want is inspiration, a no-fail guide to creating memorable food moments at home - and the thrill of participating in something limited and exclusive.

By offering a complete experience well below retail value, FreshBox has tapped into the desire for shareable, social-driven food culture.

For brands, FreshBox can be a costeffective way to reach households directly,

complete with recipe integration, influencer promotion, and social media marketing.

According to Nelson, it was “a marketing and sampling campaign in one”, and he pointed out that the cost of the product fuels the campaign itself. Brands also shared the content on their own platforms, adding value collaboratively to everyone involved.

Feedback from households has been immediate and enthusiastic. One customer described it as “a food show in a box, but at home without the crowds,” capturing the way FreshBox combined the theatre of discovery with the practicality of doorstep delivery.

While the Burger Box was the first step, it is only the beginning, as Nelson hinted that FreshBox has already been preparing new

themed experiences: a Pizza and Pasta box, and a Hello Summer BBQ box timed to coincide with warmer weather.

Nelson emphasised that collaboration was at the heart of their approach, partnering with Paddock to Pantry and leveraging their distribution expertise to bring the Burger Box concept to life. He also noted that partnerships could extend well beyond food and beverage brands to enhance the themed experience, and was even open to creative concepts outside of food, from pasta-making date nights to paint-and-sip evenings.

“In-home sampling hasn’t evolved for some time. We’re changing that. The future is about experiences; brands collaborating

to give consumers something fun, rich, and memorable.”

With its sell-out launch and ambitious pipeline of new boxes, FreshBox has proven that the future of sampling is not just about trying a product, but about unboxing an experience. n

Five Years of Fearless Creativity: Destro Turns 5

When most of the world pressed pause in 2020, Destro pressed play. Launching an experiential marketing agency in the middle of a global lockdown might have seemed impossible, but for founder Portia Brodie, it was the only way forward.

Portia Brodie Founder Destro

“Events were cancelled, cities were closed, and the industry was standing still,” recalled Brodie.

“But to me, that was the challenge. If we could make it work, then we could make it work always.”

Five years on, that bold bet has paid off. What began as a remote start-up with a handful of opportunities has grown into a nationwide network of activations spanning Auckland, Wellington, Christchurch, Queenstown, and beyond. Creating thousands of paid roles for students, parents, working holiday makers, and local talent along the way.

At the heart of Destro is a simple belief: people make brands memorable. It’s why the agency hires for authenticity and personality above all. That focus has shaped campaigns for some of New Zealand’s most recognisable names, while also building a loyal community of talent proud to wear the Destro badge.

To mark its fifth birthday earlier this year, the Destro team celebrated in true Destro fashion by facing their fears and leaping

from the Sky Tower. The symbolic act was more than just adrenaline: it was a reminder that the sky really is the limit when it comes to what they can achieve.

And the next leap is already in sight. With an eye on the future, Destro is expanding beyond staffing into event ideation and activation creation, designing experiences that don’t just showcase brands but build communities around them.

Five years down, countless memories made, and a future brimming with possibility. From a pandemic-born experiment to a creative force shaping New Zealand’s event landscape, Destro’s story proves that the ‘wrong time’ can be the right time if you have the courage to do it anyway. n

New Era of Smart Sampling

Destro has supported one of the world’s leading next-gen product companies with a long-term retail campaign that spans key regions across the North Island.

Operating independently, five days a week, the Destro team directs in-store education, customer consultations, guided sampling experiences, and product sales, meeting customers where they are while also handling CRM data capture and detailed reporting.

Destro Brand Ambassadors are also supported by a dedicated team leader, ensuring performance, consistency, and a strong feedback loop between the field and HQ.

“We are proud to deliver at scale in a category that demands discretion, compliance, and deep product knowledge,” said Portia Brodie, founder of Destro.

“If you know who your desired customer is, where they spend their time, and what motivates their choices, you can design sampling campaigns that feel personal, intentional, and far more likely to convert.”

Sampling reduces hesitation because taste, smell, touch and feel are critical in decision making when it comes to purchasing a product. The sampling method is chosen based on the goal: market research, awareness, conversion or retention; audience behaviour, as well as budget.

Brodie added that products in sensorydriven categories offer significant value to Destro clients and consumers, from beauty and wellness to snacks and beverages.

Today’s consumers expect personalised experiences, a voice in feedback, and shareable moments. She noted that engagement increases with fun, interactive elements, and emphasised that sustainability, local sourcing, and transparency are all top of mind.

“First impressions count, even a free sample. Poor packaging or unclear messaging can harm brand perception. Make it obvious what the product is, how to use it, and why it’s worth trying.”

At the same time, some challenges include cost and logistics, reaching the right people, quality control, product size, measuring attribution, and oversaturation. Looking ahead, Brodie said that sampling will become increasingly personalised, data-driven, and immersive. Virtual sampling, including AR and VR try-ons, has expanded, especially in beauty and fashion, while sustainable formats like refillable or return-sample options are gaining traction.

Sampling has also become more integrated into subscription, loyalty, and membership models, alongside a significant rise in eventbased sampling. At the same time, brands have improved how they track and measure sampling ROI, combining real-time data with offline and online insights.

Sampling has evolved into a cocreation tool, helping brands gather consumer feedback earlier in the product development process. n

sampling

Influencing the Path to Purchase: Why Phenomenon Leads the Way in Product Sampling

For more than 30 years, Phenomenon has been shaping how New Zealand’s leading consumer brands connect with shoppers.

As one of the country’s most trusted names in product sampling, demonstrations, events, and experiential marketing, the company has built its reputation on one core promise: delivering campaigns that inspire trial, build loyalty, and ultimately influence the path to purchase.

Phenomenon has put products directly into the hands of hundreds of thousands of shoppers, handing out an extraordinary volume of samples nationwide. Each one represents not just a taste or a trial, but an opportunity for brands to connect, convert, and grow.

A Track Record of Excellence

Phenomenon has long been the partner of choice for many of New Zealand’s most recognised consumer brands. From FMCG staples to premium lifestyle products, the company’s expertise spans categories, audiences, and channels.

“Our campaign knowledge is second to none. We don’t leave anything to chance, as our single-minded mission is to provide clients with a ‘wow’ and a seamless execution on every activation, every single time,” said Merilyn Havler, Phenomenon’s Account Director.

That commitment to excellence is underpinned by Phenomenon’s bespoke campaign system. Drawing on hundreds of category insights and decades of data, the team designs activations that deliver measurable impact.

“Our insights give us the ability to shape campaigns that aren’t just creative, but that drive results at shelf,” Havler explained.

Nationwide Reach, Smarter Budgets

One of Phenomenon’s strengths lies in its nationwide talent pool, with trained brand ambassadors based in every key region. This ensures brands can activate campaigns in the locations that matter most while keeping travel and logistical costs to a minimum. For clients, that means budgets stretch further and more resources are directed to where they matter most, creating memorable consumer experiences.

“We understand the industry from top to bottom. We’ve activated thousands of campaigns across nearly every category you can name, in almost every location worth visiting.”

Sampling in a Cost-Conscious Era

In today’s cost-of-living climate, every dollar counts for shoppers. Many hesitate before trialling new products, defaulting to what’s familiar or what’s cheapest on shelf. That’s where sampling proves its worth.

In-store demonstrations and sampling reduce shopper hesitation, giving them a chance to try before they buy. The effect is immediate: shoppers who taste a product are significantly more likely to add it to their basket, and repeat the purchase on future trips. Sampling shifts the conversation from price to value, showing consumers why a brand is worth choosing over competitors. And that’s where the role of the Brand Ambassador becomes critical.

More Than Promo Staff: The Power of Brand Ambassadors

At Phenomenon, brand ambassadors are not simply hired hands. They are carefully trained to be storytellers, educators, and advocates, a living, breathing extension of the brand.

Every ambassador is trained to:

• Know the product inside out - from ingredients and usage to brand story and positioning.

• Engage authentically -making every interaction warm, approachable, and personalised.

• Create memorable experiences - leaving shoppers with a positive impression long after the sample is gone.

“We’ve seen our ambassadors turn hesitant shoppers into loyal customers, simply because they took the time to connect, not just hand over a product,” said Havler. This human connection is what transforms a sampling moment into a conversion driver.

Beyond the Supermarket Aisle

While supermarket activations remain a core strength, Phenomenon’s reach extends well beyond traditional retail. From office drops that spark conversation, to festival activations that surprise and delight, to beachside events that capture attention in unexpected settings, the company creates campaigns that meet consumers wherever they are.

These multi-channel touchpoints allow brands to disrupt shopper behaviour and spark discovery outside the store environment. Whether it’s a new beverage trial on a hot summer’s day or a snack placed directly in office workers’ hands, Phenomenon helps brands create moments that matter, memories that drive long-term brand affinity.

Sampling as Strategy, Not Add-On

For many marketers, product sampling has traditionally been seen as a “niceto-have.” Phenomenon challenges that perception. With the right strategy, sampling is not just an add-on but a critical lever in the path-to-purchase journey. Sampling doesn’t just boost sales in the short term it:

• Drives awareness by introducing brands to new shoppers.

• Encourages switching by showing value beyond price.

• Builds loyalty through memorable experiences.

• Generates insights that inform future marketing.

When executed with precision and creativity, sampling becomes one of the most cost-effective ways to win over shoppers, especially in a climate where competition is fierce, and price wars dominate.

Why Phenomenon?

Phenomenon’s success comes down to a simple formula: experience, insight, talent, and passion.

• Experience: Four decades at the forefront of product sampling and experiential marketing.

• Insight: A campaign system built on category knowledge and shopper data.

• Talent: A nationwide network of highly trained brand ambassadors.

• Passion: A commitment to delivering excellence on every single activation.

• For brands ready to cut through the clutter and connect meaningfully with shoppers, Phenomenon offers more than a service. It offers a partnership, one that helps transform everyday shoppers into loyal customers.

Influencing the Path to Purchase

At the end of the day, every activation is about one thing: influencing the path to purchase. By meeting consumers at the point of decision, providing reassurance, and creating positive associations, Phenomenon ensures brands aren’t just seen, they’re chosen.

As Havler summed it up: “Our goal is simple: to create brand moments that matter. Because when we connect authentically with shoppers, we influence decisions today and build loyalty for tomorrow.”

Learn more about how Phenomenon can help your brand stand out

www.phenomenon.co.nz

Purr-suasive Petfluencers

As a nation of animal lovers, it’s no surprise that pets have increasingly stepped into the spotlight as brand ambassadors. From Instagram-famous French bulldogs to TikTok terriers, petfluencers now rival human influencers when it comes to trust, reach, and impact.

Arecent study through a collaboration with the University of Louisville and the University of Edinburgh highlighted that pets often outperform their human influencer counterparts in terms of consumer response.

The study also outlined that as the number of sponsored posts by social media influencers rises, their perceived sincerity is on the decline, partly due to ‘influencer fatigue’, which is why petfluencers represent a viable alternative for more sincere endorsements.

Lead researcher Dr Laura Lavertu, a lecturer in Marketing at the University of Strathclyde said that petfluencers offer distinct advantages compared to human social media influencers.

“While the persuasiveness of human influencers often stems from their relatability or aspirational appeal, petfluencers are seen as more genuine and sincere. Because they are pets, they have no hidden agenda. They don’t come with the baggage or scandals that sometimes follow human influencers, which makes them seem more trustworthy,” she said.

That trust factor matters in today’s

crowded retail environment. Shoppers want recommendations that feel real, and who better to test a pet food, treat, or toy than the pets themselves?

The idea of using animals for product sampling has quickly gained traction as pet owners are highly invested in their animals’ preferences. If a cat rejects a new biscuit, or a dog leaves a chew untouched, the product won’t make it into the trolley a second time. Sampling allows brands to test palatability, gauge excitement, and even build loyalty that drives repeat purchase.

In the UK, owners spend an estimated GBP 8 billion a year on their pets. Locally, New Zealand’s pet care market is just as competitive, with pawrents treating their animals like family members.

At Supermarket News, we understand the importance of sampling, and our panel helps test new foods, snacks, and accessories to see what truly resonates. It’s a fun, authentic way for brands to gain valuable feedback and for us to share insights with the broader sector.

For brands looking to break through in the booming pet care category and put their products to the ultimate test, get in touch.

LENNY

BREED: Border Collie X

BIO: A Border Collie cross with brains to spare, Zeus is always on the lookout for a task. He hates sitting still; if he isn’t chasing a ball, he’s herding the others as if they’re wayward sheep. A long run across open fields is his idea of heaven, and when he gets going, his energy seems endless. Zeus brings the brains and brawn to the crew, and if there’s a problem to solve, he’s the first one to figure it out.

ZEUS

SOOKIE

BREED: Miniature English Bull Terrier

BIO: Sookie may be small, but she’s a mighty powerhouse of energy. She loves nothing more than a big walk, but her true passion is road trips, pick up the car keys, and she’ll already be waiting at the car before you can blink. Harnessed in the back seat, ears up and eyes bright, Sookie is in her element on the open road. Mealtimes are another highlight, and her excitement is so loud and joyful that the whole neighbourhood knows it’s dinner time: no allergies, no fuss, just pure enthusiasm. Sookie is the pack’s little rocket.

BREED: A little bit of everything

BIO: Once a stray who learned the hard rules of the street, Lenny has now found warmth and love in a new home. Still, a little of his old grit lingers, he walks with a swagger, knows how to defend himself, and doesn’t back down easily. His tough-guy edge hides a loyal heart, and he’s fiercely protective of his people. The pack respects him; he’s proof that second chances make the best stories.

BREED: Wire-Haired Fox Terrier

BIO: Mia has lightning speed and a cheeky sparkle in her eye, Mia is pure mischief on four legs. Everyone loves her, and she loves everyone right back, darting from one friend to the next with endless energy. She’s fast, playful, and impossible to catch when she decides the game is on. Just don’t leave the gate open, Mia will be halfway down the street on her next grand adventure before you’ve even noticed.

Pet Panel Puts Kiwi Country Wet Dog Food to the Test

Our Pet Panel recently trialled the Kiwi Country™ range of wet dog food, and the feedback was overwhelmingly positive.

The range includes three nourishing recipes; each packed with real New Zealand meat and boosted with the benefits of greenlipped mussel.

The Grass Fed Lamb & NZ Green Mussel Formula Stew contains 89 percent real meat, while both the Grass Fed Beef & NZ Green Mussel and the Cage Free Chicken &

NZ Green Mussel stews are made with 90 percent real meat.

Pet parents on the panel were impressed by the high-quality ingredients, noting that their dogs eagerly tucked in and enjoyed every bite. The addition of green-lipped mussel, a natural source of omega-3 fatty acids, was also a highlight, offering joint and mobility support.

Overall, the Kiwi Country™ Wet Dog Food range was given a resounding “paws up” for taste, quality, and nutrition. n

Monty (bossy little Bichon x Shih Tzu)

“Finally, someone understands my refined palate. The Chicken tins were clearly crafted for a dog of my status.”

Kieran: “Monty has never cleared a bowl so fast, I think we’ve found his signature dish.”

Rating: 10/10

Zeus (big eater, no nonsense)

“Big portions, big flavour, big yes from me. Bowl? Empty.”

Andrew: “Zeus usually demands seconds, but he actually looked satisfied for once and that’s saying something.”

Rating: 9/10

Vinny (shy, Springer Spaniel x Standard Poodle)

“I usually let the others go first, but not this time. Lamb & NZ Green Mussel had me pushing to the front.”

Findlay: “Vinny isn’t bold at mealtimes and is really fussy, but he was practically wagging holes in the floor. Big win.”

Rating: 10/10

Mia (fast, cheeky fox terrier)

“I ate mine, then tried to get the can out of the rubbish bin. Too good to share.”

Theresa: “Typical Mia, lightning fast eater and then eyeing up for more. Safe to say she loved it.”

Rating: 9/10

Sookie (tiny but mighty Bull Terrier)

“The Venison was a knockout. I barked, I bounced, I begged for more.”

Samantha: “Sookie’s excitement level was through the roof. She made sure the whole house and the neighbours knew dinner was served.”

Rating: 9/10

Darcy (feisty youngster)

“The Fish flavour turned me into a blur of excitement. Bowl, floor, bowl again, just in case I missed a bit.”

Sarah: “Darcy didn’t just eat it, he performed laps of the kitchen afterwards. Full of beans and very happy.”

Rating: 8/10

Lenny (laid-back, happy soul)

“Life’s good when the food’s good. Chicken for dinner? Don’t mind if I do.”

Lucie: “Lenny ate steadily, then stretched out with the most contented sigh. Absolute bliss.”

Rating: 10/10

Modernising In-Store Sampling

In-store product sampling has long been one of the most trusted ways of introducing shoppers to new brands and for brands to acquire new customers. But the traditional in-store demo - four hours at a folding table with a part-time rep - hasn’t kept pace with the evolving preferences and needs of the modern shopper. Showdrop was founded to change that.

Through smart temperaturecontrolled kiosks that vend product samples combined with digital, text-message touch points, Showdrop is re-imagining in-store demos. In a year since launching, they’ve secured initial placements in two Kroger banners: Mariano’s in Chicago and Roundy’s in Milwaukee, and they’ve shown that this new approach to sampling is not just loved by shoppers but is also driving significant impact for brands.

How it works: Shoppers scan a QR code with their phone to receive a free sample from a Showdrop kiosk, which they can try in-store or take home to experience on their own terms. Immediately after the sample is dispensed, Showdrop sends the shopper a text message that guides them to the product’s exact location in the store and provides additional details on the itemmaking findability in-store a non-issue and driving purchase.

For shoppers, the appeal comes from a mix of factors: the ease of a digital-first solution, the fun of choosing which item to sample among a variety of options, and the chance to learn about new brands that they

can then try. As a result, each Showdrop kiosk attracts hundreds of shoppers who take samples weekly, with many providing feedback on how Showdrop has increased their excitement to visit the store regularly and discover new samples.

For CPG brands, Showdrop’s model has driven meaningful sales impact, with brands typically experiencing a 50 to 200 percent increase in sales velocity at program stores, which often persists for 12+ months after the program has ended, and with a halo effect for the brand as a whole alongside strong lift for the product being sampled.

Beyond sales lift, Showdrop’s model also gives brands a unique window into their audience. At sign-up, shoppers share basic demographic information, and nearly one in four leave a written review that provides direct, honest feedback on the product sampled. At the same time, retail media on the kiosk screen reaches thousands of shoppers per program, extending brand visibility throughout the month-long activation period.

What distinguishes the model further is permanence. Unlike a demo table that comes and goes, Showdrop’s kiosks are

fixtures in the store. Shoppers see them each visit, building familiarity and making sampling with Showdrop part of their shopping routine.

Showdrop’s innovative sampling approach has proven highly effective for categories that don’t fit the quick in-aisle bite - such as teas, sauces, powdered mixes - and just as useful for snacks, beverages, and other staples that are easier to sample while shopping. The model has proven attractive to both established companies and emerging challengers, with national names like Tropicana, Dietz & Watson, and Chicken of the Sea all participating, alongside growth brands such as Olipop, LesserEvil and Rishi Tea.

For retailers, the benefit goes beyond individual brand success. Showdrop keeps shoppers returning to stores and boosts category performance. By hosting multiple brands within a single kiosk, retailers also see an ongoing flow of discovery that elevates the aisle as a whole.

As grocery retail evolves, one thing remains constant: shoppers love trying new products, and trial drives purchase. What’s changing is the expectation of a digital-first model where outcomes can be measured. By linking sampling to both sales velocity and shopper insights, Showdrop gives brands more evident proof of impact. For shoppers, the kiosks make product discovery easy and fun.

For retailers, Showdrop’s model drives stronger category performance while delivering a modern, engaging in-store experience. And with about one in four shoppers providing reviews after sampling, the model doesn’t just drive sales - it creates a continuous feedback loop that helps brands and retailers learn directly from their customers while fueling long-term growth.

by Alex Segura, Showdrop CEO & Co-Founder

levelling the playing field in grocery disputes

The Grocery Industry Dispute Resolution Scheme, run by the New Zealand Dispute Resolution Centre, is available for use.

What is it for?

For suppliers, the scheme is designed to resolve disputes under the Grocery Supply Code worth up to $5 million quickly, fairly and confidentially.

Who is it for?

Suppliers to the Regulated Grocery Retailers – Foodstuffs North Island Ltd, Foodstuffs South Island Ltd and Woolworths New Zealand Ltd (the RGRs) and their related parties, such as franchisees. It also applies to wholesale customers of the RGRs. The brands covered are PAK’nSAVE, New World, Four Square, Gilmours, Liquorland, Foodie Mart, On The Spot, Raeward Fresh, Countdown, Woolworths, FreshChoice and SuperValue.

How does it work?

The scheme is an out-of-court process that can result in:

• A binding agreement between the parties reached in private and confidential mediation or

• A binding decision from an adjudicator in a private and confidential adjudication process.

The RGRs pay for the scheme, but suppliers (‘claimants’) need to pay for the costs of their representation.

It is set up under the Grocery Industry Competition Act 2023 and the Grocery Supply Code 2023, and is governed by the Scheme Rules.

Find out more

Find out more about the scheme here (www.grocerydispute.co.nz) or contact registrar@nzdrc.co.nz for more information.

asianinfluence

Local Flavours Go Global

The influence of flavour on food is a globally appreciated art. Inspiring launches with a variety of regional and local ingredients that often line the shelves far from where they originated.

With this, an opportunity exists, one that brands can seize within the local flavour category. Tapping into regional or ethnic flavours can build momentum on more specific flavours rather than general staple foods and beverages of the regions.

To address this and examine the authenticity of regional flavours, Innova Market Insights outlined the key areas that can aid the growth of regional or ethnic flavours in less-developed categories.

New ethnic flavours are on the rise, with Asian based products proving to be the winner by exceeding expectations in the category with a significant presence. The growth in East Asian flavours is notably evident at the moment, with Chinese,

Korean, and Japanese dishes leading the way.

Equally, flavour trends show that there is a massive demand for South Asian flavours like Indian and Sri Lankan, which have grown at an even faster rate. Food inspired by this category has seen a growing demand for more than just products in the area of sauces and seasonings, with Korean-inspired products being a particular highlight.

Ethnic flavours are on the up; in fact, they have risen in popularity by over ten percent in the past four years. Flavour trends show that sauces and ready meals continue to grow and define the category, as has been the tradition.

However, other areas such as dairy, hot drinks, meat substitutes and snacks have been emerging as pivotal areas for development and expansion with ethnic flavours.

Alongside snacks and meat, fish and eggs launches have also become a leading category, gaining a share of the market.

Consumers love global adventures in international cuisines, and in the past twelve months, South Asian flavours have been hitting all the right notes in the category. Year-on-year growth in these Indian and Sri Lankan cuisines shows no sign of slowing down either, with it outpacing their neighbours in Eastern Asia.

Popular flavours from Chinese, Japanese, Vietnamese, and Korean cultures have accounted for one-third of new regional products for at least the past five years, respectively. Therefore, the appeal of bold, spicy flavours from South Asian cuisine

Handmade using traditional recipes, ensuring authentic taste in every bite Filled with fresh, high-quality prawns and a blend of savoury herbs and spices. A crispy golden exterior with a tender and flavourful filling. Ready to cook from the freezer, perfect for quick snacks, appetisers or party platters.

Contact your local account manager for further information or email us at mail@unitedfisheries.co.nz

asianinfluence

Continued from pg. 48

offers significant opportunities for brands to develop new food and beverages.

Consumer curiosity leads them to be open-minded when the possibility of trying a new cuisine is on the table. So, capturing their attention is not an impossible task, but one that requires a delicate balance. This is especially true when it comes to expanding on regional or ethnic flavours, conveying their authenticity of origin, taste, and emotion in easy-to-use formats.

Opportunity presents itself where brands meet consumers halfway; this can be achieved by reducing intense or unusual flavours in a food and fusing them with a familiar flavour. Some brands may favour creating mash-ups instead, adding to a familiar dish that is not from the same

continent. Then there is the concurrent global theme of targeting Millennials, who lead the generations in openness to ethnic flavours, which can be another chance to impress with new fusions and flavours.

New product lines need one key ingredient above all else, and that is to retain the authentic flavours and flourishes that preserve the cultural reference in the product. The same goes for packaging, which should evoke references that transport consumers to another world.

Based on data obtained by Innova Market Insights, it is likely to see an expansion of this category, particularly among ethic cuisine and flavour innovation. Therefore, we are more likely to see cross-cuisine mashups evolving. This may lead to new flavours from various regions being condensed into one meal or a snack. Evidence suggests brands will continue to innovate and

experiment with flavour fusion to vary their appeal, incorporating regional variations for enhanced customisation.

Social media will continue to drive engagement between brands and consumers, highlighting culinary experiences all the while testing the water for new combinations. If wellness attitudes and preferred functional ingredients that shoppers align with can be integrated into new flavours, then health will become a new trend within the category. Artificial intelligence will also play a role, helping identify lesser-known, regional, and emerging cuisines. n

www.unitedfisheries.co.nz

asianinfluence

Becoming A Main Character

According to a spokesperson from online retailer FromK, K-food is no longer a supporting character in the Asian food aisle. It has taken its place alongside Chinese and Japanese cuisine.

“It's doing more than just occupying a section; I see it acting as an 'engine' that makes the entire Asian food category younger and more trend-aware,” they said.

“The buzz around K-food attracts young customers who may not have been interested in Asian cuisine before, making it a 'gateway' for them to discover the cuisines of other countries as well.”

Korean food was once primarily enjoyed by Korean expats or those of Asian descent, but that has changed significantly now, especially for Gen Z, for whom YouTube, TikTok, and Netflix are integral to daily lives.

For example, when a BTS member eats buldak (fire chicken) noodles during a live stream, or characters in a K-drama eat ramen and Korean snacks at a convenience store, that becomes a “cool” experience that Gen Z and Alpha want to try.

It's about more than just consuming food; it's about emulating and experiencing the culture of the idols and actors they admire. The spokesperson said that posting "Tonight's dinner is K-drama style chimaek (chicken and beer)!" on Instagram has become a fun activity. For Gen Z, K-food feels like a delicious, cool, and essential 'inthe-know' challenge.

“First, they see it on TikTok or Instagram. The visuals are entertaining. When they see vibrant red tteokbokki, they wonder, 'What could that possibly taste like?' That's the power of social media. Then, they feel a cultural connection by directly experiencing the 'cool Korean culture' they’ve seen in K-pop and K-dramas,” they added.

“Of course, if it didn't taste good, it would be a one-time thing. The unique flavour profile, a combination of sweet, salty, spicy, and savoury (umami), captivates their palates. All of this comes together as a novel experience that is completely different from Western food.”

Ramen, in particular, has experienced immense growth in New Zealand, with Samyang's buldak series becoming a genre in itself, due to the "Spicy Noodle Challenge".

Next are sauces (such as gochujang and ssamjang), as well as kimchi. As more people try cooking Korean food at home, these basic sauces have become essential pantry items. Kimchi has aligned perfectly with the wellness trend, due to its perception as a healthy, fermented food.

Beyond traditional staples, RTD (Readyto-Drink) Beverages can be found in convenience stores. Fruit-flavoured soju cocktails and uniquely Korean drinks, such as Milkis or aloe juice, have also become increasingly visible. Their stylish packaging makes them look cool just to carry around.

HMR (Home Meal Replacement) foods are also very popular, as they can be prepared simply or heated in a microwave. For FromK, its chicken breast product (Holydak) is one of the best-selling highprotein items. A significant advantage is that it doesn't require refrigeration and can be stored at room temperature, which simplifies distribution and is very convenient for consumers.

FromK spokesperson added that Korean snacks have a unique charm with their distinctive textures and flavours that keep people coming back for more after the first bite. The 'Made in Korea' brand itself has become a considerable premium.

At the same time, the spokesperson mentioned that for a country like New Zealand, logistics costs have been the biggest challenge as it is difficult to transport fresh, refrigerated, and frozen goods while maintaining high quality.

Additionally, adapting to different countries' food safety and labelling regulations is a complex process, along with competition from major local brands.

In the next few years, From K sees gochujang becoming a staple in supermarket sauce aisles worldwide, alongside ketchup and sriracha.

“I am confident that K-food has a very high potential to lead the way in breaking down the boundaries of Asian cuisine and guiding people into a more diverse and exciting world of flavours.”

Authentic and delicious Prawn Toast

Handmade using traditional recipes, ensuring authentic taste in every bite. Filled with fresh, high-quality prawns and a blend of savoury herbs and spices. A crispy golden exterior with a tender and flavourful filling. Ready to cook from the freezer, perfect for quick snacks, appetisers or party platters.

Contact your local account manager for further information or email us at mail@unitedfisheries.co.nz

Get ready to transform your home dining experience with mama san Japanese Gyoza and Fried Rice!

Affectionately dubbed "Gyoza with Wings," these next-level dumplings feature irresistibly crunchy wings formed during cooking, thanks to innovative Ajinomoto technology—delivering restaurant-quality flavour without the need for added water or oil.

Pair them with our mama san Japanese Fried Rice, a quick and delicious meal that turns your kitchen into a Japanese haven in minutes.

Perfect for busy nights or anytime you crave authentic, hassle-free Japanese cuisine!

For more information, please contact: North Island: Jae Kim - jaewook.kim@tokyofood.co.nz

South Island: JB Park - jb.park@tokyofood.co.nz

asianinfluence

Mama san Brings Authentic Japanese Flavours to Kiwi Kitchens

Japanese food has long held a special place in the hearts of New Zealanders, and now it’s about to become even easier to enjoy at home. Mama san, the local go-to brand for Japanese ingredients, has teamed up with Ajinomoto Japan to deliver a brand-new range of authentic, highquality meal solutions.

Carrying both the Ajinomoto and mama san logos, the new line showcases a partnership that blends world-renowned Japanese food expertise with a deep understanding of Kiwi tastes.

From Gyoza to Fried Rice

Mama san first won over fans with its Japanese Gyoza and Japanese Fried Rice. Both dishes have been praised at food shows and tasting events for their restaurant-quality taste and convenience. The plant-based Gyoza, with its crisp golden base, requires no oil or water to cook, a point of difference in a crowded dumpling market. By using the authentic Japanese word Gyoza, mama san is setting out to familiarise New Zealanders with this unique style of dumpling, much like the now-ubiquitous Panko.

The Japanese Fried Rice has also struck a chord. Parents love that it’s quick to prepare, even after school for hungry kids, while busy families, students, and retirees alike appreciate it as a wholesome, fuss-free option. And when customers asked for a shrimp version? Mama san listened. The new Shrimp Fried Rice has just landed.

Carrying both the Ajinomoto and mama san logos, the new line showcases a partnership that blends worldrenowned Japanese food expertise with a deep understanding of Kiwi tastes.

Ramen for the Soul

Spotting a gap in the market, mama san has created New Zealand’s first authentic frozen Japanese Ramen, complete with toppings. Available in four flavours (Soy Sauce, Miso, Yuzu, and Creamy Sesame), these all-in-one bowls need nothing more than water and a few minutes in the microwave to transform into a hearty, soulwarming meal.

Festival-Style Yakisoba

To complete the line-up, mama san has introduced Japanese Yakisoba, those smoky, savoury noodles often sold by street vendors at summer festivals in Japan. Ready in three minutes, they’re available in Vegetable and Seafood varieties, offering Kiwis a new way to snack or dine.

And More to Come…

Mama san hints that there’s more on the horizon, with fresh releases set for early 2026. For now, the brand is excited to share these latest additions, an irresistible bridge between authentic Japanese flavours and the convenience of modern Kiwi life.

To get in touch/ become a stockist: North Island: Jae Kim – jaewook.kim@tokyofood.co.nz South Island: JB Park – jb.park@tokyofood.co.nz

asianinfluence

TikTok To Trolleys

Korean cuisine is one of the fastest-growing food trends in Foodstuffs’ supermarkets, driven by the global K-Wave and viral content on platforms like Netflix and TikTok.

Products such as Samyang Buldak Noodles and Allgot frozen kimbap have seen sales surge, with some Foodstuffs stores reporting a fourfold increase. Growth is strongest in instant noodles, dumplings, seaweed snacks, and Korean sauces.

“We’re seeing a steady stream of new noodle products, many inspired by TikTok trends, and increasing demand for Korean-style flavours in stir-fry mixes and recipe bases,” said a Foodstuffs spokesperson.

“We’re working with small and medium-sized suppliers who specialise in Korean and Asian cuisine to bring top brands to the shelf.”

Through the New World Emerge programme, Foodstuffs has also supported emerging suppliers.

Little Ardroy’s Korean BBQ Beef Bites won the Small Supplier category, and Ginger’s Pantry’s Kimchi Pancake Mix was a Start-Up semi-finalist, both strong examples of the appetite for innovation and flavour.

Korean flavours are expected to lead innovation in the Asian category.

“We’re also seeing strong momentum from Chinese, Filipino, and Indian cuisines, which are influencing a wide range of products over the next three to five years.” n

Howler Brings Korean Street Food Home

Howler Hotdogs has always been about giving Kiwis a great hotdog experience. Part of that is keeping an eye on local and overseas trends for things that Kiwis would love on a stick.

Elements of Korean culture are trending globally right now, from music and movies to makeup and, of course, food, like Korean fried chicken. Jo Williamson, founder of Howler, saw this popularity building both internationally and locally.

“There is a growing number of Korean food outlets serving Korean Corndogs in New Zealand, one franchise has eight outlets already,” said Williamson.

“Howler Hotdogs is giving consumers the option of enjoying Korean Corndogs at home. We’ve been experimenting with Korean Corndogs for three years, creating the perfect Korean-style product for Kiwi customers to enjoy at home.”

She added that cheese-pull is also a big thing on social media. Howler Hotdogs has been focusing on two of the most popular Korean Corndogs: the Mozzarella cheese on a stick (covered in sweet batter, more aligned with a sweet Asian bread) and the “Half and Half,” where half of the sausage inside is

replaced with a stick of Mozzarella cheese.

“Authentic Korean Corndogs typically use a fish sausage in their Half & Half, which doesn’t really appeal to the Kiwi palette, so we’ve gone with a chicken frankfurter-style sausage. MSG is also common in imported products, but we’ve left it out because New Zealanders’ preference is not to have MSG as an ingredient.”

Both the Mozzarella cheese and “Half and Half” seem to be hitting the spot, as Howler has seen significant sales increases week on week since its launch, and excellent reorders coming through from stores.

Williamson also mentioned that Korean Corndogs are all about the condiments like ketchup, mustard, mayo or aioli, and that consumers are pleasantly surprised by how well the combination of sweet corndog, savoury condiment, and stretchy cheese works.

Looking ahead, Williamson was excited to see Kiwis try these Korean Corndogs and hoped that they would go viral with

customers sharing their coating choices and cheese pull on social media. Howler Hotdogs can also be cooked in an air fryer, which is perfect for Kiwis who love this cooking method.

“We’re experimenting with another product that’s very popular overseas, and we’re confident Kiwis will love it, but it’s not Korean-inspired. I can’t say much more than that at the moment.”

Heart & Seoul

The global interest in Korean culture, encompassing K-pop, K-dramas, and cuisine, has led to a notable increase in the demand for Korean food products. Gen Z consumers, who value authenticity, convenience, and ethical sourcing, have fuelled this growth.

Supermarkets worldwide now stock more Korean snacks, noodles, sauces, and desserts to meet this rising interest.

For instance, in the UK, supermarkets like Waitrose have reported a 71 percent rise in gochujang (Korean chilli sauce) demand and a remarkable 974 percent increase in Korean chicken searches, driven by health benefits associated with fermented foods and the international promotion of Korean culture .

Gen Z consumers prioritise food that is convenient, varied, and ethically and environmentally friendly. They are increasingly interested in products that are ethically sourced and do not contain artificial ingredients, influencing their purchasing decisions in supermarkets.

Younger consumers are drawn to Korean food primarily for its unique flavours, cultural connection, and social media presence, with novelty and visually appealing dishes also playing a significant role.

In New Zealand, the fastest-growing Korean food categories in retail include instant noodles (especially spicy varieties like

OTOKI, Samyang and Nongshim), kimchi (both traditional and fusion styles), sauces and pastes (such as gochujang and ssamjang), frozen dumplings (including mandu and gyoza), snacks (like honey butter chips and rice cakes) and ice cream (lemon flavour).

These categories have gained popularity due to the influence of Korean culture and cuisine, particularly among younger consumers seeking authentic and convenient food options.

Innovations capturing consumer attention include hybrid snacks, ready-to-drink Korean beverages, frozen meal kits, fusion dishes combining Korean flavours with local cuisines, and snack-sized convenience products, appealing to Gen Z and busy, trend-focused consumers, such as ramen chips, Buldak-flavoured popcorn, kimchiflavoured Pringles, a fusion of traditional Korean tteok coated with chocolate, as well as Korean sauce dip snacks (nachos paired with gochujang or bulgogi dipping sauces).

At the same time, in New Zealand and the wider Asia-Pacific, they face challenges like regulatory compliance, local taste preferences,

and competition from established brands, but have opportunities in growing consumer interest, especially among Gen Z, and the rising popularity of Korean culture.

Over the next few years, Korean food is likely to drive growth in the broader Asian flavours category, inspiring more fusion products, increasing shelf space for Korean ingredients (gochujang, dwenjang), and influencing taste trends with bold, spicy flavours.

The growing presence of Korean cuisine in restaurants and hotel eateries will continue to shape consumer tastes and drive greater demand for Korean food products in supermarkets. n

by Diane Lee,

founder of Korea-New Zealand Cultural Association

SILK ROAD THAI AND INDIAN INFLUENCES

Wellington-based Gourmet Brands New Zealand Limited (GBNZ), specialising in authentically sourced South Asian foods, has been a leading supermarket supplier for fifteen years.

GBNZ’s Silk Road products were produced to bring the wide range of flavours of the wellknown ancient route that connected the west and the east, the “Silk Road.”

Based on Indian and Thai cuisine, popular products in the Silk Road range include rotis, naan, Thai curry sauces, butter chicken sauce, tikka masala sauces and heat-and-eat ready meals.

ORIENTAL MERCHANT OBENTO PANKO BREAD CRUMBS

Obento Spicy Panko Breadcrumbs has an exquisite balance of taste, texture, and aroma. With a touch of spicy pepper flavour and plenty of crunchiness, it is a great touch for people who love a punch of spiciness in their food.

For more information, visit nz.orientalmerchant.com | +64 9259 0550

KUNGFOOD CRISPY DUMPLINGS

Kungfood is breathing new life into the frozen Asian fusion category with its Crispy Dumplings, a range specifically designed for air fryer success. These dumplings feature a one-of-a-kind pastry that crisps to golden perfection in just six minutes. The full range is available in leading supermarkets throughout New Zealand.

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mainstream curiosity

Hana Kim, President of the Queenstown Korean Association, has introduced Korean food and culture to both local New Zealanders and international visitors, not only as part of the association but also as the owner-operator of Tinco Café.

She said the K-Wave has been significantly boosted by Gen Z, mainly due to Korean dramas, K-pop, and social media, which have created cultural curiosity that has translated directly into food choices.

Young consumers have become eager to try the dishes they see online, whether it’s tteokbokki from a drama or a viral Korean drink on TikTok, making Korean food both trendy and culturally relevant.

“It’s the combination of novelty, bold flavour profiles, and cultural connection. Korean food is adventurous yet approachable, with sweet, spicy, and umami-rich tastes. The visual appeal and shareability on social media further

enhance its popularity among younger shoppers,” said Kim.

In retail, Kim mentioned that instant noodles, frozen dumplings, and kimchi were the fastest-growing categories, along with Korean snacks, such as seaweed crisps and uniquely flavoured chips.

For example, Ottogi, one of Korea’s leading food brands, has successfully partnered with distributors to bring its products, such as instant noodles, curry, and condiments, onto shelves in both Asian supermarkets and major retailers like Pak’nSave and New World.

These collaborations often involve adapting packaging and labelling for the New Zealand market, as well as running

These products reflect how Korean food is evolving: not only preserving tradition, but also adapting to global tastes and lifestyles. The biggest opportunity lies in positioning Korean food not as a niche or ethnic cuisine, but as modern, versatile, and mainstream.

seasonal promotions featuring Korean food. Korean beverages, including both traditional drinks and ready-to-drink products featuring coffee and flavoured soju, have also shown strong growth.

Kim highlighted another trend was the rise of fusion-style desserts and beverages, such as a Strawberry Matcha Latte, inspired by a popular Korean-Japanese fusion trend, which quickly gained attention from younger consumers for its visual appeal and unique balance of flavours. Similarly, hybrid desserts like the croissant–cookie “crookie” have been a big hit.

Another area of innovation has been in premium frozen dumplings and meal kits. Consumers have increasingly sought convenient yet authentic products, and

larger dumplings with cheese or seafood fillings have drawn strong interest.

“These products reflect how Korean food is evolving: not only preserving tradition, but also adapting to global tastes and lifestyles. The biggest opportunity lies in positioning Korean food not as a niche or ethnic cuisine, but as modern, versatile, and mainstream.”

Looking ahead, Kim said that Korean food will continue to lead growth in the Asian flavours category. Just as sushi became mainstream in New Zealand, she expected products like kimchi, dumplings, and Korean drinks to become everyday staples. Korean food will also inspire new fusion products, driving broader innovation in Asian flavours. n

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From Exotic To Everyday

The global K-wave has significantly shaped consumer demand for Korean food, particularly among Gen Z shoppers. Korean cultural content, such as K-pop, dramas, and films like K-Pop Demon Hunters, frequently feature scenes of cooking and enjoying Korean cuisine.

Paul Juntak Do, International Retail Specialist & KNZBC Market Advisor, said that Gen Z, being the most digitally connected and culturally engaged generation, has driven this trend with their curiosity and openness to global flavours.

“In New Zealand, we’ve seen Korean food evolve from a niche offering in Asian supermarkets to a growing presence in mainstream retailers like PAK’nSAVE and Woolworths,” said Juntak Do.

“What was once a temporary promotion or confined to the international foods aisle is now being integrated into primary shelving alongside everyday New Zealand

products. This shift is largely fueled by Gen Z’s cultural curiosity and their influence on retail demand.”

According to Juntak Do, Korean food has appealed to young consumers because it offers a compelling experience rooted in cultural relevance and bold flavour. He said that today’s younger consumers aren’t simply impulsive spenders; they seek value in their purchases and are drawn to products that feel authentic, unique, and culturally engaging.”

Korean cuisine has delivered this through its vibrant, layered flavours, think bulgogi, Korean fried chicken, and kimchi, and convenience-driven items like ramen, dumplings, and kimbap. These products

aren’t just tasty; they’re experiential.

The Korean food categories experiencing the fastest growth in New Zealand include ramen, frozen dumplings (mandu), and a range of snacks. Instant ramen has remained a major driver, with noticeable shelf-space expansion in mainstream supermarkets reflecting sustained consumer interest.

At the same time, Korean dumplings stand out for their unique preparation method, using pre-cooked fillings that retain rich flavour and texture, making them both convenient and delicious.

Brands like Bibigo (from CJ Foods), which dominated the US dumpling market, have gained traction here as well.

Paul Juntak Do

International Retail Specialist & Market Advisor

KNZBC

Snacks, including seasoned seaweed, corn chips, jellies, and ice cream, have also quickly captured attention. While snack preferences vary widely across cultures, Korean products appeal through their light texture, moderate seasoning, and smaller portion sizes.

Juntak Do mentioned another standout example was Orion’s Turtle Chip (Corn Soup flavour), which has become a bestseller at Costco New Zealand.

He also observed that New Zealand has seen a rise in fusion products that blend Korean flavours with familiar formats. While this trend has been prominent in markets like the US and Australia, it’s now accelerating locally.

For example, Kiwi-favourite Beef Bites have introduced a Korean BBQ (bulgogi) flavour alongside their classic offerings. Meanwhile, sauerkraut is gaining renewed interest as a Western-style reinterpretation of kimchi, embraced for its fermented health benefits.

Korean BBQ and fried chicken-flavoured chips are now regular fixtures in stores, with brands like Heartland and Pringles offering localised variants. Korean ingredients are also appearing more frequently on restaurant menus, highlighting how Korean taste profiles are blending into the broader New Zealand food scene.

He added that Korean food brands typically pursue three key strategies for international expansion: product localisation

– adapting taste, packaging, and naming for local preferences, operational localisation – establishing regional production, sales teams, and logistics networks, and megachannel entry – targeting major retailers over niche or ethnic markets.

These strategies reflect a shift from focusing on the Korean diaspora to aiming for mainstream consumers. However, he said that the main challenge remained awareness. Korean food brands must find effective ways to connect with unfamiliar consumers and retailers in markets like New Zealand.

“In FMCG, most purchases happen habitually and subconsciously. That means Korean brands must make a strong impression during the “Moment of Truth”, the brief, decisive moment when a shopper encounters a new product on the shelf.”

Korean food is poised to become the fastest-growing category within Asian cuisine globally, and New Zealand is no exception. Its influence is likely to serve as a catalyst for the broader Asian food segment’s expansion in mainstream retail. This means Korean products may lead the shift in consumer perception from “exotic” to “everyday.”

As Korean flavours become more integrated into local diets, they will redefine what Asian cuisine means for supermarket shoppers, shaping both assortment strategies and shopper expectations over the next few years. n

Left page: A selection of Korean ramen brands from Otoki available in New World New Zealand, Right page: Orion’s Turtle Chips, CJ Foods Mandu in Woolworths

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Approachability Fuels Hallyu

New Zealand has a relatively large Korean population, with Auckland being home to the largest concentration of Korean New Zealanders in the country.

This, combined with a large Asian migrant population, has fuelled the demand for ramyeon, Korean sauces, and frozen dumplings, especially among students and young families seeking a reasonably priced, easy-toheat and eat option after a busy day.

Korean food offers a level of exotic Asian or ‘ethnic’ appeal, yet is approachable. Kimchi has also ticked the right boxes in the health trends, such as fermentation and fibre.

At the same time, frozen mandu, rice cake (tteokbokki) meal kits and instant noodles offer taste, satiety and convenience. Glutenfree options have also become readily available because rice is the predominant carbohydrate in many meals.

According to Su-Lyn Wee, founder and director of Optimo Foods Pte Ltd, the impact of Hallyu (K-wave) on food has been extraordinary.

Kimchi, gimbap, ramyeon, gochujang, soju and frozen dumplings (mandu) have shifted from niche to mainstream globally. Korean food has become an extension of K-pop, K-drama and K-beauty, with fans emulating what their idols eat.

“If a star is seen enjoying a snack, within

hours memes, clips and reels amplify its reach. Social media, particularly TikTok, has amplified food trends like fire noodle challenges or DIY Korean corn dogs,” she said.

“Particularly for younger consumers, compared to Japanese dining, Korean food is fast, affordable and more easily shared. The element of street food, the experience of eating at food trucks or makeshift stands and the portability of food make Korean dining more mainstream and approachable.”

Locally, instant noodles such as Samyang “Fire Noodles” and Nongshim Shin Ramyun have been consistent top-sellers in Woolworths, Pak’nSave and New World.

Frozen dumplings, mandu and both local and imported kimchi brands have become increasingly visible in the chilled section, along with Korean ice creams like Melona and Lotte World Cone, which have also become cult favourites. Even Korean snacks like Ottogi Seaweed and Lotte Pepero have become lunch box staples.

Globally, ramyeon, kimchi, mandu, tteokbokki kits and sauces have become highgrowth categories, along with strong traction in Korean fried chicken and beverages, stemming from chimaek, the popular pairing of Korean fried chicken with beer.

Across APAC, retailers have also been collaborating closely with Korean brands. For example, FairPrice Xtra Vivo City (Singapore) recently launched an in-store concept - a DIY Ramen Station as part of Lotte Mart Express.

This provided consumers with a cooking station featuring a choice of inclusions, including egg, sausage, corn, crab stick/ surimi, and a slice of processed cheese, all amongst a wide selection of Lotte-branded snacks, beverages and food products.

Retailers also run country-fair themed promotions, with Korean Fair being one of the more prominent events in marketing calendars. However, key challenges include

regulatory compliance, market adaptation and consumer education.

“The opportunity ahead lies in broadening the category from noodles and snacks to ready-to-eat, health-focused, and premium products, aligned with both New Zealand’s growing Asian population and global demand for diverse, healthier foods.”

Korean food will cement itself as a core pillar of the Asian aisle alongside Japanese and Thai, shaping how supermarkets market Asian flavours as lifestyle experiences, not just food, but an extension of culture, music, and entertainment. n

The viral Trader Joes Kimbap jasminekim__

asianinfluence

Korean Flavours, Kiwi Roots

Otoki Corporation of Korea has been a household name in Korea for over 50 years, and came to New Zealand in 1997.

Expanding into New Zealand was a strategic move for Otoki New Zealand to get closer to clean, safe, and high-quality raw materials while also aligning with its long-term vision to serve both domestic and global markets.

“Locating in Auckland allowed us to build a sustainable, export-focused operation in Oceania, strengthening our role as a regional manufacturing and R&D hub. New Zealand’s global reputation for purity, food safety, and environmental consciousness made it the natural choice for Otoki,” said Jason Jun, CEO of Otoki New Zealand.

“Our Takanini facility draws directly

from the country’s clean, green resources to manufacture sauces, dressings, and beef-based extracts with exceptional flavour and quality.

Under our Otoki Environment Initiative, we ensure that all food and packaging are produced using the most environmentally friendly methods available.”

Jun added that the company’s goal has been to make Korean food more accessible and approachable, while also building a platform for export to wider Oceania. He mentioned that New Zealand has embraced the Korean Wave, not just through K-pop and K-dramas, but also through food.

With young consumers being more

curious, globally minded, and hungry for new flavours, the company was proud to be the only Korean food manufacturer in New Zealand, playing a leading role in shaping this trend locally.

Otoki New Zealand recently launched its Gochujang Mayo in Woolworths New Zealand, and Jun said that the response has been fantastic. Gochujang Mayo is an excellent example of how the company combined Korean tradition with Kiwi tastes.

Kiwi consumers tend to prefer milder yet flavourful dishes, while other global markets may favour more spice or heat. Having a dedicated R&D team and lab on-site in

Auckland also allowed the company to tweak and tailor recipes to fit different regions without compromising on authenticity.

“We’re confident that by mixing traditional flavours and high-quality ingredients, people will come to love Otoki as much as we do. We definitely see room for more fusion products that bring the essence of Korean food to everyday Kiwi meals.”

Looking ahead, the company will focus on growing its manufacturing capabilities, expanding exports to Australia and the Pacific, and continuing to lead in sustainable Korean food production.

Otoki’s journey from Korea to New Zealand has been one of passion, perseverance, and purpose. From factory to table, Otoki is here to bring the taste of Korea made with New Zealand goodness to homes around the world. n

Korea as the partner country of Anuga 2025

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culinary heritage meets global food trends

When Korea appears as the official partner country of Anuga in October 2025, the nation will bring far more than culinary specialities to Cologne.

Under the motto "Flavour meets trends", over 100 Korean exhibitors will present a unique combination of century-old traditions and pioneering food concepts. The centre of attention here will be on three ambassadors of Korean eating culture, who couldn't be more different.

Yet, all have one thing in common: They embody the ability to unite tradition with innovation. Kimchi, ramyeon, and the "jang trio" comprising ganjang, doenjang, and gochujang not only stand for distinctive aromas but also for health, sustainability, and global connectivity.

Kimchi is considered to be the soul of Korea and a prime example of fermented food. Over 200 varieties demonstrate the regional and seasonal diversity - from mild dongchimi to creative new interpretations like kale kimchi. Its probiotic characteristics turn it into a paradigm for the "good health" trend.

With the global boom in K-content, K-food is also coming into the spotlight, led by ramyeon as an icon of Korean food culture. It has become globally known through films, series, and social media: from “Chapaguri” in Parasite to the “Fire Noodle Challenge.”

Today, ramyeon stands not only for quick meals, but also as a symbol of Korean creativity. Viral trends such as combining buldak with jjapagetti, K-Rose spiciness with milk and cheese, or refining with truffle oil, as well as consumer feedback, have even inspired new product lines.

In terms of taste, the jang trio has formed the basis of Korean cuisine for centuries. Ganjang, the soy sauce, convinces with its strong aroma and wheaty flavour and serves as the basis for soups, casseroles and stews. Doenjang, the fermented bean paste, is high in nutrients and ideal for savoury soups and vegetable dishes. Gochujang

combines spiciness, sweetness and salt and represents the characteristic Korean art of seasoning. UNESCO's recognition of this artisanal fermentation culture underscores its cultural value.

In response to health-conscious trends, Korean ramen brands are also introducing products such as sugar-free, low-calorie, highprotein, gluten-free, and low-sodium varieties, as well as noodles made from alternative grains such as potatoes, mung beans, and rice. Vegan-certified products, eco-friendly packaging, and carbon-neutral manufacturing processes are also on the rise, ensuring that bold flavour goes hand in hand with a commitment to health and sustainability.

The variety of the sauces fits in perfectly with the global "naturalism" trend. New varieties range from allergen-free pea soy sauces to truffle or crab-refined ganjang and spicy gochujang with added meat, through to ssamjang dressings.

There are also halal and vegan-certified products, as well as sugar and salt-reduced options, which are already implemented on an international basis. Leading manufacturers like Sempio Foods, Daesang, Pulmuone Foods, Dongwon and Paldo will present their innovations at Anuga. The Korea Jang Cooperative will additionally showcase the quality, versatility and healthy benefits of the traditional sauces.

At the pavilion in Hall 5.2 and at the live cooking stand on the Central Boulevard, the visitors can experience the diversity of innovative and sustainable products up close. From freshly prepared classics to creative reinterpretations of current K-food trends, a vibrant picture of an eating culture that unites tradition and innovation will arise. With its export-oriented food strategy, Korea is setting new standards at Anuga 2025. It will provide the trade visitors and international partners with inspiring insights into the future of global food. n

ANUGA PRE-SHOW SPOTLIGHT

Young Poong Co., Ltd., a leading Korean convenience food company, will participate in the world’s largest food trade fair, Anuga 2025, held in Cologne, Germany from October 4 to 8, 2025.

At the event, Young Poong will showcase its flagship brand, ‘Yopokki’, aiming to captivate global consumers with convenience and a wide range of flavours.

Founded in 1983, with decades of accumulated manufacturing know-how and expertise, Daedoo Foods has taken the lead in producing highquality bean paste and processed rice products. Leveraging confidence in the quality of its bean paste and rice flour, Daedoo Foods Co., Ltd have diversified its product range to include frozen doughs, rice cakes, breads, and buns, cookies, and yanggaeng (bean jellies).

Since its founding in 1956, Daesang Corporation has grown into one of the world’s leading producers of fermented foods and food ingredients for over 68 years. Leveraging its unrivaled expertise in fermentation-based research and technology, Daesang manages 23 brands that contribute to healthier diets and lifestyles worldwide. Headquartered in South Korea, the company has also manufacturing subsidiaries in United States, China, Indonesia, Vietnam, and Poland.

Binggrae, founded in 1967, is one of Korea’s leading food companies, holding top market positions in key categories such as ice cream and dairy products. Known for its iconic and best-selling brands, Binggrae has shaped the Korean snack and dessert landscape for decades. The company continues to expand its global footprint, bringing its trusted products and unique flavors to consumers across Asia and beyond.

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“Fresh from Nature, Made for delicious life!” As a food company, Harim Industry is dedicated to delivering outstanding taste that enhances daily life and inspires happiness, so every customer can enjoy a richer, more fulfilling life. Building on Harim’s heritage as Korea’s No.1 poultry brand, Harim delivers authentic flavours rooted in Korean cuisine to global consumers.

Nongshim Taekyung, a member of the Nongshim Group, combines advanced food technologies with years of expertise to provide high-quality seasonings and flakes featured in Korea’s iconic ramyun and snack products. Building on this foundation, Nongshim Taekyung have expanded into Plant-Based Foods and Home Meal Replacement (HMR), offering innovative solutions that meet the evolving tastes of consumers worldwide. Through continuous innovation and a strong commitment to quality, Nongshimg Taekyung delivers authentic Korean flavours and work closely with companies around the world to drive growth and create new opportunities in the global market.

Lottewellfood tirelessly launch new products to maintain iys confectionery market leadership and strive to innovate new technology to enhance the internationalization of K-Foods. The vision being to provide diverse healthy and tasty meal solutions for all age categories in both South Korea and the overseas markets.

Namyang Dairy Products, a leading player in South Korea's coffee industry, is proud to introduce its premium instant coffee products to the global market. Leveraging proprietary extraction and blending technology, Namyang offers a diverse range of flavours and packaging formats designed to meet the evolving needs of coffee lovers worldwide.

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ANUGA PRE-SHOW SPOTLIGHT

Origin Gourmet began its journey in 2019 as an exporter of Korean food products and has since grown into both an exporter and manufacturer with the launch of its own brand, Good Seoul.

Seyang Co., ltd is the leading seafood processor and exporter among Korean Seafood Companies. It export various frozen seafood that is captured/farmed around Korean peninsula. Since 1990, Seyang Co., expanded number of carrying products as well as seafood processing lines as number of business partners. Seyang Co., maintain to run its factory in compacted way, in order to control the entire process; clean, simple, fast and precise.

A&J KOREA is a dynamic Korean food exporter dedicated to introducing the rich taste of Korean cuisine to global markets. Specialising in K-Food products such as seaweed snacks, rice cakes, sauces, and ready-to-eat meals, A&J Korea supplies high-quality, authentic Korean food to over 38 countries worldwide.

Paldo has expanded its business worldwide, going beyond the best food company in Korea to grow as a global comprehensive food business.

Starting with its first exports in 1983, Paldo is currently exporting its products to about 60 countries in the Americas, Asia, Europe, Oceania, and Africa.

SEYANG CO.

GOOD SEOUL

PALDO

A&J KOREA

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DONGWOONONGSAN CO.

Dongwoonongsan Co., Ltd. is attracting attention for its success as a "superfood specialist" through collaborations with global nut manufacturers and domestic department stores and hypermarkets, as well as for expanding its sales channels.

Dongwoonongsan began its business 30 years ago selling domestic agricultural products such as peanuts in the market. However, due to declining agricultural productivity, it began importing and selling overseas agricultural products. Beginning in 2000, it expanded its nut market in earnest, and now handles everything from importing to processing, packaging, and distribution.

FOOD

At Anuga 2025, Hanul Food, a leading Korean food manufacturer, will introduce a new line of innovative snacks that combine tradition with modern health trends.

• Traditional Korean Yakgwa with Rice Flour – a modern twist on Korea’s classic honey pastry, gluten-free and adapted for global consumers.

• Vegetable Sticks with Sweet Potatoes – rich in dietary fibre, crunchy and light, offering a healthy alternative to conventional snacks.

• Soy Cookie – made from Korean rice flour, fermented soybeans, and sweet potatoes. A nutritious, protein-rich cookie without wheat flour.

Wholesome & Sustainable Food Lifestyle

Pulmuone offers consumers a diverse range of delicious products that blend contemporary to a healthy and sustainable lifestyle. As the Global No.1 Tofu brand and Korea’s No.1 Fresh Noodle maker, Pulmuone create high-quality, earthfriendly foods designed to nourish both body and soul. Drive by its commitment to a healthier future, Pulmuone consistently provide fresh and nutritious foods.

Sempio is Korea’s leading household brand in fermented foods, renowned for delivering consistent quality and innovation for over 75 years. As specialists in Korean cuisine, Sempio export to more than 70 countries worldwide, offering a diverse product range that includes award-winning organic gochujang, gluten-free soy sauce, and no-soy sauce.

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Pablo Isla Takes Over As Nestlé Chairman

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Kraft Heinz Announces Conscious Uncoupling

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Waitrose Chicken Meets Higher Welfare Standards

Waitrose has fulfilled its groundbreaking pledge to the Better Chicken Commitment (BCC) in a leading move for animal welfare.

M&S Food has appointed A.F. Blakemore & Son Ltd, as its new primary wholesale partner for third-party branded products.

Walmart Announces Stores in South Africa

Walmart announced its plans to open its first branded stores in South Africa later this year.

Dove x Crumbl Wins Social-First Shoppers

Dove’s limited-edition range with the viral Crumbl dessert company sold like hot cakes earlier this year.

Capri Sun x Christian Siriano

Since the early 2000s, Capri Sun lovers have been more than sipping – they’ve been stitching, transforming the iconic silver pouch into a fashion statement.

Ben & Jerry’s Co-Founder Resigns

Jerry Greenfield, co-founder of Ben & Jerry’s, has announced his resignation after 47 years with the iconic ice cream brand.

GLO BAL

MAYONNAISE-STYLE SAUCES HEINZ

FIRST-EVER SMOOTHIE POUCHES

Mott's

Whether you’re hitting the road for a vacation, packing for a playdate, or loading up a school lunchbox, Mott’s new Fruit Smoothie pouches are the new go-to grab.

Shelf-stable and made with real fruit, they deliver a perfect blend of taste and convenience for families seeking quick, easy snack options with even more variety.

HEINZ has turned up the flavour for Canadians, with the launch of new HEINZ Mayonnaise-Style Sauces, expanding its range of delicious condiment options. The new lineup is crafted for sauce lovers and made to satisfy consumers’ growing craving for more adventurous

options in the kitchen. With more than half of Canadians saying they need at least two to three sauces with their meals, this new lineup delivers a flavourforward and delicious way to elevate any at-home meal and meet Canadians’ sauce needs.

THE MIGHTY TRIO OF CONDIMENTS

Aldi

Aldi has given the nation the culinary contraption they never knew they needed.

Aldi has launched a limitededition triple-sauce bottle that squeezes ketchup, mayo and mustard at the same time for one perfect, triple-hit mouthful.

The three-in-one bottle, named The Mighty Trio, launches as new research revealed just how passionate and opinionated Brits are about their condiments.

HORROR ICONS FOR HALLOWEEN

Fanta

Halloween fans rejoice as horror film icons both old and new return to get their hands on a new Limited-Edition flavour.

Ahead of this Halloween season, Fanta, Universal Pictures, and Blumhouse are delivering chills and thrills like never before with a global partnership that sees four horror icons come together for the first time in the ultimate Halloween lineup.

SIX NEW FLAVOURS

Pringles

When it comes to Pringles, flavour innovation never takes a vacation.

From a brand-new collection of crisps with a smoky twist to launching a well-known flavour combination and introducing new sweet and savoury Pringles Mingles flavours, there is truly something to satisfy every craving.

Pringles is releasing multiple new flavours of the iconic crisps, including three mouthwatering smoky flavours and a bold, sharp white cheddar

BIBIGO KOREAN STYLE CHICKEN

CJ Foods

CJ Foods Oceania will expand its product range with the launch of its latest product, bibigo Korean Style Chicken.

CJ Foods Oceania has announced the launch of bibigo Korean Style Fried Chicken into its growing frozen food portfolio. With Korean cuisine continuing to captivate Aussie tastebuds, this latest launch brings two bold, crowd-pleasing flavours to Australian freezers: Sweet & Spicy and Soy & Honey. The range will be available in Woolworths supermarkets nationally from mid-July and IGA from mid-August.

PROTEIN NEVER TASTED SO GOOD!

Eggo

Eggo has changed the breakfast game with an expanded lineup of protein waffles and pancakes that deliver the same delicious taste you know and love in every fluffy bite.

As the only leading waffle brand with 20 percent of the recommended daily value of protein in every serving, Eggo proves you don't have to sacrifice taste to fuel your morning.

Building on last year's popular debut of Chocolate Chip Brownie and Strawberry Delight Protein Waffles, Eggo is introducing three new crave-worthy flavours that bring more variety to the breakfast table. These new additions offer the tastiest way yet to get the protein your family needs.

TIKTOK FAVOURITE ANGEL HAIR ICE CREAM

Aldi

Supermarket Aldi is set to launch the latest flavour sensation, taking the internet by storm.

The new Gamberina Angel Hair Ice Cream, a vibrant frozen treat that is the first of its kind to hit UK supermarket shelves.

Angel Hair chocolate, the pink twin of the infamous Dubai chocolate bar, has caused quite the social media frenzy this summer. Amassing millions of views, the vividly pink chocolate comes stuffed with Turkish pişmaniye for that signature ‘angel hair’ look.

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M&S Pantheon Oxford Street

M&S opened the doors to its brand-new, transformed Pantheon foodhall in the heart of Oxford Street in August 2025.

Located on the lower ground floor of the store, the new 19,400 sq ft food hall features a range of exciting new options for customers to try, including a Hot Chicken Counter and a shiny Pizza Bar, serving the best specialty sourdough choices.

If looking to take a break from browsing or escape the Oxford Street crowds, customers now have a brand-new Coffee Shop to explore.

On the menu is a delicious range of freshly cooked breakfast rolls, toasties, wraps, and sandwiches, alongside beloved M&S cakes and pastries, perfect for a shopping pit stop.

Elsewhere, the brand-new, shiny Pizza bar combines hand-stretched sourdough bases (prepared over 30 hours) with M&S food hall favourites to create masterpieces, freshly topped and prepared by colleagues in-store.

Customers can choose from The Markserita, Spicy Italian with ‘Nduja & Honey,

Mediterranean Veg & Pesto and BBQ Chicken, which can be cooked in-store or at home.

That’s not all, as fans of fresh hot British rotisserie chicken now have a dedicated Hot Chicken Counter with a choice of two flavours: Butter Basted & BBQ.

For those wanting to bring a piece of London back home or searching for the perfect present, the new food hall also features a dedicated British-inspired gifting corner, offering everything from Scottish shortbread to Devonshire toffees.

Meanwhile, a showstopping in-store bakery offers a range of M&S favourites, including Collection Sourdough and viral Chunked ‘n’ Loaded cookies.

While over in the new dedicated Wine Shop, customers can find a cocktail wall, rose selection and the best spritzes of the summer with M&S’ latest Hugo, Aperitivo, Sake and Limoncello Spritz tinnies a must-try.

Just four of 450 new and upgraded

The before and after couldn’t be more different, and we can now confidently say we’re offering customers the very best of M&S Food. There are so many new things in-store to explore, so make sure to come visit us here on Oxford Street.

M&S Food products were launched for the summer season, including those famous M&S picky bits.

Store Manager Stevie Foley said the reveal was absolutely fantastic, and the energy from customers and colleagues was just brilliant.

“It’s been four months since we closed the doors for work to begin – ever since, we’ve had a temporary food hall, so we have been counting down the days to reveal the final look,” said Foley.

“The before and after couldn’t be more different, and we can now confidently say we’re offering customers the very best of M&S Food. There are so many new things in-store to explore, so make sure to come visit us here on Oxford Street.”

M&S Pantheon is one of eleven stores being renewed across Greater London this financial year, alongside six new openings in the capital, backed by a GBP 90m investment announced earlier this year. n

Kiwi Classic With a Charlie Twist

Four Square stores across the North Island have given Kiwis a reason to smile (and snack) with the launch of the Charlie Cheese Toastie.

Over the years, Charlie or Mr Four Square, as the brand’s mascot was previously known, has generated a massive following among Kiwis and become a part of the cultural fabric of the nation.

The Charlie Cheese Toastie is a nostalgic Kiwi classic with a Four Square twist. The crisp, golden bread filled with melted cheese is served hot and ready in minutes.

At just NZD 3, less than the price of a coffee, it’s proving a hit with customers looking for a tasty, value-for-money bite.

The first 100 customers in-store also walked away with a limited-edition Charlie keychain to celebrate the launch.

Greg Stone, Head of Four Square,

Foodstuffs North Island, said the new toastie has been an instant favourite among customers.

“Four Square is all about convenience and great value for money. Everyone loves a cheese toastie, it’s simple, nostalgic comfort food," said Stone.

"To be able to offer one hot, fresh, and made-to-order meal for just NZD 3 is something our customers have really responded to. On launch day, all 79 participating stores across the North Island sold hundreds of Charlie Cheese Toasties.”

The idea was sparked by a Four Square team member who, after spotting the popularity of cheese toasties on holiday in Thailand, saw the potential for a uniquely Kiwi, value-driven food-to-go option.

Early sales show the idea is striking a chord. Four Square Eastbourne owner-operator Cameron Longstaff said customers have been

quick to embrace the new addition.

“We sold between 20 and 25 toasties on the first day. Customers love the novelty of Charlie’s face on the toastie, but it’s really the value that has stood out," he added.

"A pie or a sandwich can be close to NZD 10 – but for NZD 3, you get a hot, filling, nostalgic toastie. Tradies, kids, retirees, everyone’s loving it. Our cheese and onion flavour has raised a few eyebrows too – it’s proper old school.”

Flavours on offer include cheese, ham, and cheese and onion. Stores report steady sales throughout the day, with many customers buying more than one at a time. With eye-catching in-store promotions, the waft of freshly toasted bread and cheese, and Charlie front and centre on each toastie bag, Four Square’s newest snack is ticking all the boxes: value, nostalgia, convenience, and fun. n

New World Kaikoura Powers Up With EV Hyper-Charging Hub

Astate-of-the-art EV charging hub at New World Kaikōura is boosting low-emission travel along State Highway 1, thanks to a long-standing partnership between Foodstuffs South Island and ChargeNet.

With the upgrade to three 300kW hyper-chargers, New World Kaikōura can accommodate six vehicles charging at once. The facility includes two long pull-through bays to cater for larger vehicles and trailers.

As the only hyper-charging station between Christchurch and Blenheim, it’s a critical piece of charging infrastructure supporting the growing number of electric vehicles travelling New Zealand’s South Island. Usage in July 2025 was more than double that of July 2024 – highlighting the increasing demand for fast, reliable charging in the region.

“These are some of the fastest public chargers in the country, delivering up to 400km of range in just 15 minutes for some vehicles”, said ChargeNet CEO Danusia Wypych.

“Foodstuffs South Island is an essential EV charging partner for us. Their stores are in the right places for convenient charging,

plus their teams are great to work with, and they’re as committed as we are to delivering a seamless experience for EV drivers.”

Foodstuffs South Island’s Head of Property, Steven Mitchell, said the co-operative is proud to support the country’s transition to low-emission transport, while ensuring regional communities remain well connected.

“Investing in this kind of critical infrastructure is about keeping the South Island moving,” said Mitchell.

“We’ve worked closely with ChargeNet to identify the right locations, with the right charging capacity, to make EV travel more practical and accessible – not just in major centres, but also in towns like Kaikōura, where people depend on the highway network.”

The Kaikōura site serves a mix of local drivers and State Highway 1 through-traffic, with short, convenience-based stops aligning well with a quick supermarket shop while charging. The site is monitored around the clock to maintain high reliability and fast turnaround for drivers.

The chargers received a warm welcome at New World Kaikōura, which is owned and operated by James and Kym Bishop.

“Our customers love it,” said James Bishop. “They’ve told us how convenient it is to charge their vehicle while they do their shopping. It means they can tick off two important jobs in one trip.”

The Kaikōura hub is one of the latest in a series of upgrades delivered by Foodstuffs South Island and ChargeNet over the past year, with improved EV charging now available at:

• PAK’nSAVE Blenheim

• New World Durham Street, Christchurch

• PAK’nSAVE Moorhouse, Christchurch

• New World Ashburton

• New World Centre City, Dunedin

• New World Nelson City

More sites are already in the pipeline, with an upgrade planned for PAK’nSAVE Dunedin and EV charging also planned for the new PAK’nSAVE Rolleston when it opens later this year.

Foodstuffs South Island began working with ChargeNet in 2015 and now hosts hundreds of charging points across its New World, PAK’nSAVE and Four Square stores. n