FMCG April 2023

Page 16

39 38 8 contents APRIL 2023 UP FRONT 4 EDITOR’S NOTE 6 INDUSTRY NEWS 8 A FAMILY BRAND WITH GREAT VALUES Catch up with Dilhan Fernando, CEO of Dilmah Tea SPECIAL FEATURES 14 IT’S SOUP SEASON 16 AISLE SPY New dairy products and plant-based alternatives 21 PET TREATS 22 HAIRCARE Category insights and Circana data REGULARS 10 BEST IN SEASON Fresh produce update 11 WHAT’S HOT New products in store 12 WINTER WELLNESS 20 FMCG BUSINESS PRODUCT OF THE YEAR Another finalist is revealed GOOD BUSINESS 24 INDUSTRY NEWS & INSIGHTS 26 FMCG RECRUITMENT OUTLOOK FOR 2023 28 LEGAL ADVICE Minimum wage increase - what you need to know 29 FGC Chance to design well, act fast 30 SHOPPER MARKETING The foot on the pedal of FMCG 31 PROFILE Tried&True delivers strategic design 32 MARKETING & MERCHANDISING EVENTS 38 FOODSTUFFS EXPO HIGHLIGHTS 40 Q&A Meet Mary Devine, CEO of Foodstuffs SI 41 WHAT’S HOT AT FOODSTUFFS EXPO 42 NEW ZEALAND FOOD AWARDS 2023 43 WHAT’S ON Industry events for your diary 44 OUT & ABOUT Share your snaps and be in to win! CONVENIENCE & IMPULSE RETAILING 46 NZACS Images from the association’s annual Golf Tournament 48 PRODUCT RANGING A flurry of new products hit the shelves 50 NEWS The latest from Circle K and Teddy 30 FMCG BUSINESS - APRIL 2023 3

New products and expert insights

The New Zealand Food Awards, which are organised by Massey University, are back this year and better than ever. The awards are designed to celebrate the crème de la crème of innovation, excellence and sustainability of our food and beverage industry and the organisers are now on the hunt for trailblazing local products and businesses. Find out more on pg 42.

The FMCG Business team is proud to be the media partner for this prestigious event. I feel very honoured to be on the judging panel for a number of food industry awards for more than 10 years and love seeing the amazing new products that emerge from all over New Zealand (at times miraculously, against all odds and in the midst of adverse weather events).

Another highlight of my work is meeting the wonderful, talented people in our everchanging industry. It was a privilege to catch up with Dilmah CEO Dilhan Fernando recently and to find out what the famous tea family is working on right now. More than ever, conscious consumers are concerned with provenance, ethics and values behind a brand, says Dilhan, in our interview on pg 8.

It was also great to meet Foodstuffs South Island CEO Mary Devine for a chat at Foodies Expo in Hamilton. We bring you an exclusive interview and Expo highlights on pg 38-41.

In this issue we also discover what’s new in store; share legal advice to help you manage the latest minimum wage increases; and see what’s trending in health & wellness with expert insights from the Circana team (formerly IRI).

We’d love to hear from you if you have new product launches or other exciting news to share. Please keep in touch and join our daily conversations on LinkedIn, Facebook, or Instagram.

We hope you enjoy this issue.


So Good™ recently launched a Chocolate Oat Milk variety. Oat milk is now the leading plant-based milk type in NZ, having over-taken Almond Milk mid-2022. Find out more on pg 18.


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opened a new cross dock and depot facility in Hastings. This state-of-the-art multi temperature facility is designed specifically for the supply and distribution of groceries and is transforming the way the co-op distributes groceries and other essentials across the entire North Island.

The $20 million dollar facility is the second new regional transport depot to be opened by the co-op in the last six months and is equipped with dedicated docks for loading and unloading, which allows for up to six trucks to be loaded simultaneously, meaning more on-time deliveries. The facility will also be used for removing cargo from import containers arriving at Port Napier, allowing for an even more efficient distribution of supplies across the entire North Island.

Chief Executive of Foodstuffs North Island, Chris Quin said: “We’re delighted to officially open our new cross dock and depot facility in Hastings, it’s going to be a real game-changer for not only our operation in the region, but right across the North Island. It’ll help ensure food is distributed efficiently, safely, and with the highest levels of quality. It’s a really significant investment in the Hawke’s Bay region and we’re excited to see the positive impact this new facility will have on our customers and on the wider community.”

“Despite being newly opened, we’ve already given it one heck of

Gabrielle. We made the strategic decision to use the site as our staging post for serving the region, so it’s been used for loading food and other essentials like star link kits onto helicopters, trucks, and other vehicles for reaching cut-off and isolated communities across the Hawke’s Bay and beyond. It’s been an unsung hero in helping us recover our operations so quickly in the wake of the cyclone.”

The new 3,000sqm facility is on a site that’s 12,000sqm and will also be used for cross-docking, where bulk orders arrive on large trucks, before being broken down into small orders for delivery to local stores by smaller vehicles. This will help ensure products are delivered to stores quickly and efficiently, helping ensure maximum freshness and quality.

The new building features automatic gates, laser lights for walkways, CCTV, multi temperature facilities for storing fresh, frozen and ambient products, automatic doors, six docks for safe and efficient rear loading of trucks, EV chargers and full electric forklift fleet.

The new building has 30 people employed and is a major investment for Foodstuffs North Island - a testament to the coop’s commitment to providing high-quality, efficient, and safe food distribution services across the North Island.

(L to R) Jerry Hapuku - Kaumatua for Turi Pai Whenua, Chris Quin - Foodstuffs North Island CEO, Sandra Hazlehurst - Mayor of Hastings and John Holmes - Depot Manager.
Attendees at the opening of Foodstuffs North Island’s new cross dock and depot facility in Hastings.

Grocery Industry Competition Bill will address much-needed changes

The New Zealand Food and Grocery Council welcomes the Grocery Industry Competition Bill, as reported back to Parliament recently.

The bill will address a wide range of muchneeded changes in the grocery sector, says Chief Executive Raewyn Bleakley.

“It’s positive to see the impact of submissions from the Food and Grocery Council and those from groups representing consumers and smaller retailers. The changes made to the original bill will improve competition and behaviour in the grocery market.

“We are pleased with its recommendations around the grocery supply code.”

These include:

• Having the Minister consult before recommending a code.

• The Commerce Commission to administer the code in the longterm, but the Minister to develop the first version of the code so it is “introduced expeditiously”.

• Ensuring the code captures all the related parties of a regulated grocery retailer.

The Commission to review and report on the code at least every five years after the initial

“All these points are vital, and it’s great the committee has cleared the way for the Minister to move fast on getting the code in place. The Food and Grocery Council is available to help with making that happen as soon as possible.”

Other recommendations that will be welcomed by grocery suppliers include:

Disputes in the dispute resolution scheme to be resolved within 25 working days.

Disputes to cover a diverse range of suppliers. Suppliers to have reasonable control over where their products are sold in all regulatory contexts.

The Commerce Commission’s annual report on the grocery industry to address a wider amount of material, including to assess changes to the level of competition in the industry.

“These moves by the Government are a huge step towards improving market competitiveness and the level of confidence suppliers have in the business environment they operate in,” says Bleakley.

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Whether you’re taking a long road trip, commuting to work, or simply running errands around town, the Fuse Neon Instant Handsfree is the ultimate accessory for any driver. Compatible with iPhones, iPods, and iPads in fact all Bluetooth compatible devices, this smart little device is the perfect way to elevate your driving experience and stay connected on the go.

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news profile
FGC Chief Executive Raewyn Bleakley

A family brand with great values

There are now three generations in the famous Dilmah Tea family – Dilhan and Amrit Fernando (son and grandson of Dilmah founder, Merrill J. Fernando) visited New Zealand in March.

FMCG Business caught up with Dilmah Tea CEO, Dilhan Fernando for a chat.

Your family has a special relationship with New Zealand – what brings you back here this year?

Since 1991, when my father first invited Kiwis to try our Dilmah Tea, my father or I, usually both of us, have visited New Zealand every year. The pandemic imposed a break to that routine, but I had to return at the first opportunity.

The colleagues and customers we come to meet in New Zealand have worked with us for decades, and through a shared commitment to my father’s values, are a part of our global family. Returning to New Zealand is therefore genuinely a reunion amongst friends and family.

Do you have any news to share?

Although we could not travel, our operations did not cease even for a minute during Covid, as we focussed on building back better. We worked on clearer explanation of the sincerity of our purpose as producers seeking to bring quality tea to our customers, without compromising our family philosophy of kindness to people and nature.

The result is our ‘Make the World a Better Tea,’ campaign. We have several new products which connect with the authenticity and quality that a new generation of tea drinker is seeking, and an interesting brand collaboration brewing.

Most importantly, on this visit I also have the honour of introducing my son, Amrit M J Fernando, the first member of the third generation to join our business. Amrit has been learning tea from my father and I for a long time, although he formally joined our family business only last year.

What is your best-selling tea at NZ supermarkets?

Kiwis like good, single origin Ceylon Tea and our most popular tea is the Dilmah Premium Ceylon Black teabags in 100s. It’s our flagship product that also happens to be the No.1 tea SKU in NZ Grocery.

Which trends do you see emerging in the tea category?

More than ever, conscious consumers are concerned with provenance, ethics and values behind a brand. They want to know that they are doing right by nature and people; as a family brand with a foundation of family values, and an enduring connection with nature, both are part of the foundation of Dilmah.

My father pledged to make our business a matter of human service, and we do this through kindness to people and nature, a commitment that is fulfilled through our MJF Foundation and Dilmah Conservation.

There is also a significant wellness trend. Tea is natural, a plantbased beverage that is rich in antioxidant goodness; scientific research indicates that the antioxidants in tea offer potent health and wellness for the human body, from enhancing cognitive function, helping combat depression to protecting from type 2 diabetes, heart disease, stress and a host of other chronic ailments.

What can we look forward to from Dilmah this year?

We are relaunching our decaf range for consumers who are sensitive to caffeine; we use a natural process to remove caffeine and offer a range of single origin decaf teas.

“Conscious consumers are concerned with provenance, ethics and values behind a brand”
Dilmah Tea CEO, Dilhan Fernando
Dilhan & Amrit Fernando (son and grandson of Dilmah founder, Merrill J. Fernando)

Best in season

Due to Cyclone Gabrielle and subsequent weather events, we are still seeing disruptions in the supply chain and shortages of some produce. Some of the autumn fruit and vegetables that would usually be plentiful in April are scarce or crops delayed. Some of the produce on offer in North Island markets has been diverted from South Island producers and prices will reflect the additional transport costs.

The cooler temperatures and frosty nights in parts of the country throughout April are essential to ripen many of our favourite autumn crops.

The picking and packing of our largest fruit crop, kiwifruit, is now underway starting with RubyRed. Gold and green kiwifruit harvests will follow. We can expect to see good quantities of these vitaminpacked furry stars for the rest of the year. As an essential part of your fruit display through the winter months, try to stock the three main varieties – SunGold, Green and Sweet Green. Organic kiwifruit is also available in SunGold and Green varieties while the RubyRed variety will also be available in small quantities. Vegetable supplies continue to recover from wet weather conditions. Root crops such as potatoes, carrots, parsnip, swede and yams represent good value and should all be featured this month. Butternut, buttercup and crown pumpkin as well as broccoli, Brussels sprouts, leeks and kale provide an injection of colour and vitality to displays while New Zealand grown hot house supplies of tomatoes, cucumber and eggplant are available and offer a burst of freshness to autumn meals.


One of the earliest autumn fruit, New Zealand feijoas are now in season with the annual crop in stores from March until June. Commercially grown fruit volumes have risen over the past few years to a level that, barring adverse weather conditions, will ensure consistent supply for the whole season.

What to look for: Select plump, firm fruit. Ripe feijoas are aromatic and slightly soft to touch.

Storage/handling: Store feijoas in the chiller at 4°C or display at room temperature for 2-3 days maximum. Handle them with care and avoid

bruising by stacking by hand. Remove any browning fruit daily.

Nutrition: Feijoas provide a source of dietary fibre which supports digestive health. They are also a good source of vitamin C which helps support immunity and assists the body with iron absorption from food.


Grown all year round indoors under full climatecontrolled conditions, mushrooms are always in season and always popular. Their texture and taste provide a great alternative for meat and with the growing plant-based trend, their popularity will continue to rise. Main varieties sold in New Zealand include White Button, Portobello, Shiitake and Swiss Browns.

What to look for: With all mushrooms, the fresher the better. They should have good colour without damage, bruising or any signs of deterioration. Where appropriate, gills should be fresh and upright.

Storage/handling: Mushrooms are very delicate and need to be handled with extreme care. They require a fast turnover and should be displayed in their original carton to avoid over-handling. Keep them under refrigeration between 2-5°C, covered and away from refrigerator fans. If you are retailing loose mushrooms, provide paper bags for customers. Mushrooms are ethylene sensitive so store separately from ethylene producing fruit and vegetables.

Nutrition: Mushrooms obtain all their goodness and nutrients from the rich compost in which they grow. They are a source of vitamin B6 which is vital to help the body unlock energy from protein. They are also a source of selenium which works with iodine for healthy thyroid function.

fresh produce
“The picking and packing of our largest fruit crop, kiwifruit, is now underway” Join us on 10 FMCG BUSINESS - APRIL 2023


Good things now come in small pods

We believe in making great coffee simple for all of Aotearoa and squeezing the quality and flavour of three of our most popular blends into these little beauties is exactly that. The same coffee you find in cafes around NZ re-designed for effortless brewing.

+64 21 244 8852

Glow up for Trident Coconut

From curry night to cocktail hour, Trident have you covered! Trident’s authentic range of Coconut Milks & Creams now have a fresh new look. With an emphasis on outstanding quality and consistency, it’s no surprise that Trident are the top selling 400ml Coconut Milk and Cream in NZ Grocery.*

*(Units, MAT to 01/01/23)

09 529 2850

Introducing Glow Lab Home

Something’s in the air! Glow Lab extends its fragrance expertise to home products, with a range of premium candles, diffusers and room sprays. Natural fragrance blends with mood-enhancing essential oils, for a little bit of luxury. Proudly made in New Zealand.

For more information visit or phone


Big Cut, Big Snackisfaction

Nelson-based, Proper Crisps have launched a new range of crisps that deliver a “ridiculously bigger satisfying crunch”. Using only golden potatoes, Big Cut crisps are unpeeled, sliced big and hand-cooked low and slow and then combined with really real foodie flavours to “secure the bag” – a glorious and blistery golden crisp.

An apple a day…

Take a trip down memory lane with Cookie

Time’s latest Kiwi classic! An apple crumble and custard dessert, turned into a cookie. With apple pieces, crumble, chocolate chunks and a scrumptious custard flavoured top. Made with real chocolate and real ingredients, batch-baked in traditional rack ovens. Fresh from New Zealand’s favourite and most trusted cookies baker.


Shutting out the cold

How Kiwis are battling those seasonal bugs

The onset of winter has its benefits – not least an excuse for cosy nights spent by roaring fires feasting on comfort food – but Jack Frost also tends to bring less welcome seasonal hallmarks. Coughs, colds and flu run riot at this time of year, prompting consumers to seek out a range of preventatives and treatments. And thanks to growing innovation in this sector, there have never been more options to help Kiwis swap sniffles for ski slopes and banish those winter bugs.

Attack with defence

Prevention is undoubtedly a focus among New Zealanders, and to this end supplements have become a go-to, with data from market research experts Circana (formerly IRI) revealing Cold, Flu and Immunity is the number one segment within the Natural Health category¹. Over the past 12 months, sales of these products have grown by 20.9%, largely driven by the popularity of vitamins C and D (both up 22%).

Circana has noted a shift in the form these immune-boosting supplements take. Aside from the more traditional capsule and tablet formats, there has been marked innovation around more convenient or novel options, such as gummies, effervescent tablets, gels and sachets, which are growing at 23.9%.

Products to support immunity are not limited

to the Natural Health category; indeed they are spreading throughout supermarket aisles, as shoppers find their immune boosters in everyday foods. Vogel’s Immunity Muesli, launched in 2021, has jumped 140% over the past 12 months², while there is a growing range of juices promoting their abilities to bolster natural defences. And for those wanting a quick fix, there has been exponential growth in the ‘shot’ format of super solutions. The Homegrown Juice Company’s Immune Triple Shots have been kicking goals, shooting up 50%, while Barker’s have achieved sales in excess of $220k since they launched their Immunity Daily Shots in May 2022².

Increasingly, shoppers are making a connection between gut health and immunity. According to Dr David Heber, director of the UCLA Center for Human Nutrition, “70% of the immune system is located in the gut,”³ and this is affecting consumer decisions, particularly at this time of year. As well as fibre and digestive supplements, probiotics are being used to support the growth of good gut bacteria. Probiotics have been the focus of considerable innovation over the past decade, and are increasingly targeted to specific health needs, including gut immunity. While options within the supermarket space remain limited, within Pharmacy Circana have


seen strong year-on-year performance from products such as Lifestream’s Probiotics Mood + Immune and Immuno-Biotic by Good Health.

Hot versus cold

Despite immune-boosting and hygiene measures, we can’t always avoid ills and chills. When they hit, shoppers appear to choose one of two options to manage the symptoms.

Firstly, there is the ‘soldier on’ crowd, looking for easy solutions that will get them back to fighting fit, and fast. In 2022, this drove major growth for cold and flu tablets and capsules, which were up 45% and viewed as the most convenient form of cold and flu medication².

Elsewhere, there are the comfort seekers, looking for ways to make themselves feel better. This group reach for soothing solutions, whether a hug in a mug or getting snug with the help of blankets and cosy clothing. Cold and Flu Hot Drinks saw strong growth throughout 2022 (up 19.6%²), while last winter, sales of socks grew at 57.7%⁴.

Without a crystal ball it is difficult to fully define how this year’s cold and flu season will play out, but what is beyond doubt is that Kiwis know how to mobilise when winter lurgies strike. Circana is confident consumers will actively seek out innovative ways to bolster their defences, and if that doesn’t

work, they will draw on the myriad options to banish those bugs and bounce back to their best.

1. IRI MarketEdge, NZ Grocery & Pharmacy Combined (excl. CWH), MAT to 29/01/23

2. IRI MarketEdge, NZ Grocery Key Accounts, MAT to 29/01/23

3. UCLA Health, “If you want to boost immunity, look to the gut”,

4. IRI MarketEdge, NZ Grocery Key Accounts, April-August 2022

Comvita’s Mānuka honey lozenges - as seen at Foodstuffs Expo 2023!

Comvita’s Mānuka honey lozenges are the super powered natural option to soothe throats and coughs. Made with natural potent ingredients, UMF™ 10+ New Zealand Mānuka honey and propolis, these lozenges are perfect for dry, tickly throats. Unlike other lozenges, Comvita lozenges are free from synthetic nasties, and artificial colours and flavours. Comvita Mānuka honey lozenges are a safe, gentle alternative to drugs.

In addition to UMF™ 10+ Mānuka honey, three of the Comvita Lozenges also contain Propolis. Bee Propolis originates from a plant’s immune system, is extremely potent, and contains over 300 bioactive compounds with antioxidant properties for natural, immune support.

Comvita also has an option designed for kids: Soothing Mānuka

Honey Pops: 15 soothing pops in a lollipop format in each pack with three different flavours per pack, Grape, Lemon and Orange. Once again using UMF™ 10+ Mānuka honey, with the added benefit of Vitamin C.

Both Kids Pops and Lozenges are individually wrapped and come in a resealable bag, making them ideal for on-the-go relief as well as a pantry stable.

Lozenges are available in packs of 12’s and a family size of 40’s.

Kids Pops are available in a 15 pack.

Comvita products are must in any household, keeping you well, and looking after you and yours when you are sick.

Distributed by Wilson Consumer Products. For trade enquiries, please contact 0800 651 044.

winter wellness profile
“Cold, Flu and Immunity is the number one segment within the Natural Health category”

With a wet and wild summer across the country, and particularly in the North Island, we’ve seen demand for soup well above what we’d normally expect at this time of year, says Sam Heveldt, Category Manager at Countdown. “Clearly Kiwi customers are looking for warmth, comfort and convenience in what’s been a really challenging time for us all.”

“Heading into the more traditional soup season with the days getting shorter and colder, we’re expecting customers to keep coming back for tasty and easy meal options, like soups. We do have a few new twists on traditional flavours hitting the shelves in late April and early May, which we hope customers love,” says Heveldt.

King Traditional Soup – proudly made in NZ Wilson Consumer Products markets King Traditional Soup, which has been cooking in Kiwi kitchens for more than 60 years and it is still proudly made and grown in New Zealand.

Being economical, comforting, and versatile it is easy to see why Kiwis love King traditional soup mix. While many customers enjoy it as a soup by just adding water or their own vegetables or meat, it is also a popular hearty base for casseroles and slow cooked meals.

Among new products launched in the last 12 months is King Pea and Ham Flavoured soup.

Susan Harvey, Marketing and Business Development Manager explains: “Due to supply constraints during 2021, we were unable to make our Pea and Ham variant much to the disappointment of many of our loyal customers! As our 4th bestselling flavour, we had to come up with a solution for our customers. In 2022 came up with a new recipe of our Pea and Ham soup, using a high-quality ham flavour. The new Pea and Ham flavoured soup variant has been well received.”

“King soup is very economical and makes over 2 litres – leftovers are

It’s soup season!

What’s popular and new in store.

convenient for meals the following day, or for the freezer. This year with inflation driving costs up there is more pressure to look for affordable meal solutions.”

King soup is a great way to use up vegetables that are close to being past their best – saving you money by using up leftovers instead of throwing them away.

Wet weather is a trigger point for soup purchases. Cool weather helps, but the optimum is wet and cool weather.

King soup is different from other soups. Making King soup takes around 1½ hours and that time is seen as entertainment during cold wet weather when it’s hard to get outside. During this time wonderful cooking smells fill the house with warmth, bringing back nostalgic memories. King soup is more than 60 years old with generations enjoying King soup. This is the soup that mum/nana made.

King soup can be made with just water as it has all the flavour included and is more convenient than plain vegetable grain mixes.

Soups are a great way of boosting your vitamin intake during winter. King soups can be enjoyed on their own or you can add further vegetables for extra nutrition.

For more information and orders contact .

Only Organic is expanding to Ready-To-Eat Soups & Meals

With its own factory located in West Auckland, the family-owned company McCallum Industries spent the last 20+ years specialising in manufacturing premium baby food under their leading brand - Only Organic.

The brand is now expanding from its established territory of baby and toddler ready meals into delicious Wholesome Soups & Nourishing Bowls (for adults) with the same focus on high-quality products made with certified organic ingredients.

“We’re passionate about making good food and as busy parents, we’re always on the go too! We noticed a gap in the market for organic soups and meals that are shelf-stable and with the expertise of our long-serving staff, stretching the brand to organic ready-to-eat meals made sense” says Muir McCallum, CEO of McCallum Industries.

The innovative range of ready-to-eat meals currently features three wholesome soups and four nourishing bowls that are a good source of fibre and protein with no artificial colours or flavours, making convenient meals quick, easy and healthy.

“We wanted to offer a range of plant-based soups with a healthy twist on traditional recipes available in the market.

There’s a continuous demand for functional ingredients and consumer trends for better-for-you options aren’t slowing down,” adds Jessica Tran, Marketing & Innovation Manager – Only Organic.

This Autumn, Only Organic is adding a new flavour to its range


of Wholesome Soups with the addition of the NEW Comfort Soup – a twist on the classic Chicken & Corn soup, made with Bostock Organic Chicken, Oob Organic Sweetcorn, Baby spinach and Flaxseeds.

Stored at ambient temperature and ready in 90 seconds, these pantry staples can be enjoyed on their own, or added to other dishes and available all year round.

Wholesome soups 320g include: Revive, Boost, Nourish and Comfort. Get in touch with your College Hill Territory Manager for further information.


The FMCG Business team endeavours to produce a monthly snapshot of category news and highlights, based on information from participating clients, plus a table of the freshest data available at time of print. If you wish to contribute news for upcoming category reports, please contact

Discover the NEW range of WHOLESOME SOUPS available in your ambient soup section. made in New Zealand certified organic Source: Circana MarketEdge Data MAT to 05/03/23 (Selected segments) Dollars ($M) Dollars Growth % YA Total Soup $86.8 2.8% Chilled Soup $24.2 1.8% Canned Soup Ready to Serve $22.9 -1.1% Soup Mix Instant $17.7 5.7% Soup Mix Packet $14.4 7.6% Soup Mix Cereal $6.0 2.0% Canned Soup Condensed $1.6 10.5%
category insights
“This Autumn, Only Organic is adding a new flavour to its range of Wholesome Soups”

Aisle Spy

New dairy products and plant-based alternatives stand out from the crowd.

From Lewis Road’s Raspberry & Chocolate Milk to a fabulous packaging update for Westgold Butter and exciting new yoghurts arriving in store, there is a lot happening in the Dairy category – and in plant-based alternatives - right now.

Icelandic ‘Super Dairy’ a hit in New Zealand

With health and wellbeing top of mind for Kiwi consumers, nutritious dairy product Isey Skyr has been flying off supermarket shelves.

Initially exclusively available through Foodstuffs, Isey Skyr 170g pottles will arrive on shelf at Countdown nationwide from June, with four flavours on offer – Baked Apple, Vanilla, Blueberry and Crème Brulee.

“We know people are looking for a healthier alternative to the many confectionary-style yoghurts on the market. It has been great to see the success of this world-famous dairy product in New Zealand,” says AU NZ Managing Director Michael Quinn.

With three times more milk than traditional yoghurt, Isey Skyr is a protein packed, ‘super dairy’ snack. It’s also naturally low in fat, contains calcium and is deliciously smooth and creamy. Isey Skyr is made in New Zealand, with New Zealand dairy and the traditional Icelandic recipe. It’s the only skyr sold here and around the world that contains original Icelandic skyr cultures.

Following the success of the 170g pottles, Foodstuffs will be rolling out the ‘Viking size’ 500g tubs in select New World, Pak’nSave, Four Square and Fresh Choice supermarkets. Isey Skyr 500g tubs are available in six delicious and unique flavours.

The 500g tubs provide consumers with greater convenience making it easy to enjoy Isey Skyr everyday as a high protein addition to muesli, healthy alternative to ice cream, low fat base for a creamy sauce, or on its own as a satisfying snack.

For more information visit or contact Surge SMC on 0800 949 333.

Dairy trends at Countdown

“We’re seeing demand for yoghurt continue to increase across the board with a few interesting customer trends,” says Paul Maxwell, Category Manager at Countdown.

“Indulgent dessert is very popular with Kiwi consumers keen to treat themselves, and we’re also seeing yoghurt snacking really take offparticularly with the launch of Chobani Flips and Collective Splits. In tandem with this, kids pouches are also a top pick - making a great snack for little hands,” says Maxwell.

“Functional yoghurt, probiotic and added protein options are also seeing significant growth in line with the overall trend towards more and people picking up ‘better for you’ options in store.

“In the butter space, value continues to be the top driver for customer choice.

“Isey Skyr is a protein packed, ‘super dairy’ snack”
Continued page 19 > 16 FMCG BUSINESS - APRIL 2023


A traditional favourite of Icelanders, Ísey Skyr is made in New Zealand, using New Zealand dairy and the original Icelandic recipe.

Ísey Skyr is the only skyr in the world that contains original Icelandic skyr cultures. Tipped as the new “superfood” this dairy product is rich in protein, low in fat and delicious. Available in six flavours in both 170g and new 500g tubs. Get your orders in!

0800 949 333 or email


TOATes delish NEW So Good™ Chocolate Oat Milk

It’s not new news that there’s been an oat milk revolution.

Oat milk is now the leading plant-based milk type in NZ, having over-taken Almond Milk mid-2022. The segment accounts for a whopping 38.5% of category value sales and is driving category growth at +34% in the most recent quarter1

To continue to drive this growth momentum, So Good ™ recently launched a Chocolate Oat Milk variety, in March 2023. A deliciously rich and velvety beverage that’s beyond yummy, whether drunk ice cold or warmed up for a hot chocolate in the colder months. It’s also high in calcium, low in saturated fat, and with added vitamins D, B2 & B12.

The dairy-free milk category has evolved significantly in recent years - from being about sacrifice due to intolerance, to being a modern and trendy category underpinned by health, where great taste is expected and choices are made to add more variety (taste and dietary balance) to one’s life.

It’s no surprise oat milk is as popular as it is – with its mild taste and smooth and creamy consistency – it’s proving a popular gateway into plant-based milks. And chocolate builds on these taste credentials.

So Good ™ Chocolate Oat Milk joins the existing So Good ™ Oat No Added Sugar and Barista Oat varieties.

So Good ™ Oat No Added Sugar is the perfect partner for your breakfast cereal or smoothie and a fantastic substitute for dairy in cooking and baking. It’s also high in calcium and a source of vitamins D, B2 and B12.

So Good ™ Barista-edition Oat Milk was developed with the help of Baristas to ensure the ideal taste, consistency, and creaminess for a deliciously satisfying latte at home.

So Good ™ is NZ’s leading plant-based milk brand, with over 30 years of experience crafting delicious beverages with quality processes and ingredients. So Good ™ offers a broad range across all leading milk types, meaning there’s a great tasting So Good product to meet every taste, and the potential uses are limitless.

1 IRI Scan data, latest quarter to 26-02-2023

cover story
So Good ™ is NZ’s leading plant-based milk brand, with over 30 years of experience.”

“Interestingly, after a couple of years of home baking, Kiwi shoppers seem to be returning to traditional working patterns, so demand for butter for baking has really dropped back with people having less time on their hands,” explains Maxwell.

Dairy-free cheese range gets fresh new look

Dairy-free products that deliver on taste and convenience is what the Veesey range of products is all about. The range has just launched new branding that reflects the brand’s driving purpose - to provide simple, easy and delicious dairy-free products everyone can enjoy. The bright yellow packaging design, with clear messaging about being dairy-free and made from coconut, is eye-catching and informative.

Originally launched in 2018, the new look will help the products stand out, and reflect what people are looking for in this category. Not restricted to vegans or people with food intolerances, the design is intended to appeal to a broad range of consumers who are looking for delicious plantbased foods that don’t compromise on ingredients or taste.

The brand’s founders noticed a lack of affordable dairy-free products in supermarkets when one of their boys was diagnosed with a dairy allergy.

“Whatever your motivation, we believe there should be tasty, great quality products readily available to everyone. That’s where Veesey began,” says Founder Fiona Prenter.

Veesey’s dairy-free cheese range includes Grated Mozzarella (convenient and meltable), a mozzarella block (non-negotiable for homemade pizzas), and Tasty and Cheddar slices which make sandwichmaking easy for all. These products are made from coconut oil and are free of gluten, soy, lactose and palm oil.

“Consumers have told us for some time that Veesey Pesto and Aioli match and even surpass their standard range counterparts in terms of

great taste. With the new look our ambition is introduce these great tasting products to a larger consumer base,” says Prenter.

The range will be further expanded, with exciting new products being launched shortly.

For more information and to order contact

denotes value AND unit growth > +2%

Source: Circana MarketEdge Data MAT to 05/03/23 (Selected segments)

The FMCG Business team endeavours to produce a monthly snapshot of category news and highlights, based on information from participating clients, plus a table of the freshest data available at time of print. If you wish to contribute news for upcoming category reports, please contact

category insights
Dollars ($M) Dollars Growth % YA Total Dairy $1,877.9 4.5% Milk & Cream $646.1 2.4% Cheese $633.6 5.2% Yoghurt & Dairy Desserts* $309.1 11.8% Dairy Spreads & Fats $265.1 0.2% Chilled Dips - Dairy $23.9 8.8% *

New Gourmet Veggie Burger ticks all the boxes

This month’s finalist for the FMCG Business Product of The Year Award is the newest addition to the popular Angel Bay Burger range – Angel Bay Gourmet

Veggie Burger Patties.

Made in New Zealand, this Veggie Burger is suitable for vegans and is easy to cook from frozen in under 20 minutes in the oven, air fryer or frypan.

“With mealtimes stressful and more and more families needing to cater to a wide range of dietary requirements, we saw an opportunity to take all the things people love about our Beef and Lamb products and create something that caters for vegetarians, flexitarians, and vegans,” explains a spokesperson.

“Our Veggie burgers taste amazing with key ingredients being Edamame soybeans, chickpeas, quinoa, cauliflower, spinach, and mushrooms. The new Veggie Burger is also gluten, dairy and egg free, and has a whopping 7g of protein in each patty.”

Each pack contains six 100g burger patties.

FMCG BUSINESS Product Of The Year


Do you have a Hero product that stands out from the crowd? If there’s a tasty tastebud teaser, NPD rockstar, or best seller in your portfolio that deserves to be crowned ‘Product Of The Year’we’d love to hear from you! We’ll showcase some of the finalists in upcoming issues and reveal the FMCG Business Product of the Year later in 2023.

To find out more on how to enter please email:

innovation TCUDORPGCMF• FO
The Veggie Burger is suitable for vegans and is easy to cook from frozen in under 20 minutes”

Pet Treats

What’s trending in the growing pet category right now?

There is an increased emphasis on gut health and supplements in the pet category this year, says Tom Oakley-Newell, Deputy Editor at

“We also see the humanisation and premiumisation of pet foods, with treats that are safe for pets – such as doggy peanut butter and special dog cookies. Shoppers are moving towards raw foods and alternative pet treats (more people are aware of the dangers of raw hide pet treats and are opting for treats such as jerky and chicken giblets instead). Freeze-dried products are popular too - they retain the benefits of raw food but have a much longer shelf life.”

NEW Mutt Butter ‘squeezy’ peanut butter – for dogs

Launching soon, made with all-natural ingredients (just 100% roasted peanuts) and free from any harmful additives or preservatives, the new Mutt Butter Squeezy Peanut Butter is an exciting and innovative way to provide dogs with a healthy, delicious snack.

Whether used as a reward for good behaviour or simply as a treat to show our furry friends some love, Mutt Butter Squeezy Peanut Butter is sure to be a hit with all pups. It’s a game changer and very user friendly.

Here are a few reasons why dog owners will love Mutt Butter Squeezy Peanut Butter for Dogs.

1. Convenient and easy to use

We are changing from jar to pouch so it’s more a convenience shift. Our Squeezy Peanut Butter comes in a convenient

4. Delicious taste

(pocket friendly) squeezy 250g pouch, making it easy to dispense and use as a training aid or treat. Perfect for administering medicine and great for filling chew toys or dosing lick mats.

2. All-natural ingredients

Our peanut butter is made with only 100% roasted peanuts ensuring that all dogs get the best possible snack.

3. No harmful additives or preservatives

We believe that a dog’s health should always come first, which is why our peanut butter is free from any harmful additives, emulsifiers or preservatives.

With its rich, creamy natural flavour and irresistible aroma, dogs are sure to love our Mutt Butter peanut butter.

5. Promotes good health

“Peanut butter is a great source of protein and healthy Omega 3 & 6 fats, which can help promote good health in dogs,” says Jono Wood of Natures Foods. “So why not treat our furry friend to the delicious taste of Mutt Butter Squeezy Peanut Butter for Dogs? They’ll love the taste, and you’ll love knowing that you’re giving them a healthy and all-natural snack.”

To become a stockist please contact: College Hill Agencies, Hamish Spear (Key Account Manager) ph +64 27 222 4883 email: or visit Follow us @muttbutternz

category insights
The FMCG Business team endeavours to produce a monthly snapshot of category news and highlights, based on information from participating clients, plus a table of the freshest data available at time of print. If you wish to contribute news for upcoming category reports, please contact Source: Circana MarketEdge Data MAT to 05/03/23 (Selected segments) Dollars ($M) Dollars Growth % YA Total Pet $659.7 10.8% Catfood $278.8 11.0% Pet Accessories $123.8 8.9% Dogfood $123.6 12.5% Chilled Petfood $117.9 12.1% Bird/Rodent Food $15.5 2.7% PET


“With ‘Sleek/Straight’ hair products experiencing significant growth (77.5%)*, Glow Lab Smoothing Shampoo & Conditioner (600ml) and Smoothing Hair Mask (200ml) are formulated to smooth, moisturise and strengthen dry and frizz-prone hair – minimising fly-aways and restoring shine for a sleek, silky look,” explains Senior Brand Manager Emma Brown.

“The range heroes macadamia oil – a surging haircare ingredient – which is a rich, natural source of healthy fatty acids that helps to moisturise the scalp, boost shine and regulate oil production. All products are boosted with ENENCARE® OSMS BA, a sustainably sourced upcycled Betaine extracted from sugar beets, at levels scientifically shown to reduce hair frizz by up to 56% (shampoo & conditioner) and 72% (hair mask).”

“As with all Glow Lab Haircare, the new Smoothing range is free

“Boosted with sustainably sourced upcycled Betaine extracted from sugar beets”

anihana creates smile-inducing haircare and body products right here in Aotearoa. With a mission to bring joy with everything they do, anihana encourages people to have fun while looking after their bodies. From waterless haircare to soaps, shower steamers and bath bombs, anihana products are a slice of luxury amongst your normal day – and bonus, they’re gentle on the skin and Papatūānuku.

Waterless haircare is a rapidly growing space that is fuelled by the sustainability demands of today’s consumers. anihana CEO, Sophie Cooper says: “Waterless haircare provides a great opportunity to both retailers and consumers. People are wanting to feel more aligned with the sustainable values of a brand while getting a high-end haircare experience without the lofty price tag.”

anihana shampoo and conditioner bars are crafted with luxury ingredients and without added water, meaning they pack a punch of salon-quality nutrients for many different hair types.

a single bar can eliminate up to an impressive three plastic bottles of traditional shampoo or conditioner. Explore the full range at and email for order enquiries.

Source: Circana MarketEdge Data MAT to 05/03/23 (Selected segments)

The FMCG Business team endeavours to produce a monthly snapshot of category news and highlights, based on information from participating clients, plus a table of the freshest data available at time of print. If you wish to contribute news for upcoming category reports, please contact

Dollars ($M) Dollars Growth % YA Total Haircare $155.3 1.9% Shampoos $59.3 2.9% Conditioners $45.8 1.4% Hair Colourants $24.5 -8.6% Styling $18.0 11.6% Hair Accessories $6.8 19.0% Head Lice Treatments $0.9 -6.9% HAIRCARE

Sanitarium donates 2.4 million breakfasts

In recognition of the increasing demand for food support and the important work carried out by the New Zealand Food Network (NZFN), Sanitarium is increasing its intentional giving of Weet-Bix by 50%, to help feed vulnerable communities and whānau facing food insecurity.

Sanitarium will donate 2.4 million breakfasts, or 99,144 packets (75 tonnes) of Weet-Bix to NZFN throughout 2023. That’s enough to feed a meal to the entire Auckland, Wellington, Bay of Plenty and Taranaki regions.

This act of goodwill is deeply appreciated by NZFN in its efforts to re-distribute food to over 60 food hubs to reach the many communities across Aotearoa. Donations like these are vital for NZFN to continue carrying out this work at a time when many people have been displaced by the devastating Auckland Anniversary floods and Cyclone Gabrielle, struggling with the socio-economic impacts of Covid, and the rising cost of living is driving more families into food insecurity.


Nearly three quarters (72%) of NZFN’s recipient food banks and charities are feeding more people now than in December 2020. Data pulled from NZFN’s recent food hub survey has found demand for food support soar by 165% since the start of Covid-19 in January 2020. Through recipient food hubs, NZFN is providing much-needed relief to almost half a million people (480,104) per month.

Sanitarium NZ General Manager, Robert Scoines, says, “Providing nutritious and affordable food for Kiwis has been our mission and purpose for generations. The New Zealand Food Network does amazing work for communities and Sanitarium is proud to share in their journey to support those in need. It’s a partnership we value immensely.”

“Through our donation, we want to encourage New Zealanders to eat more nourishing foods like wholegrains, and in turn, enrich our local communities by providing healthy and familiar options, especially in times of need.”

New Vivid range from Bic

Vivid has had a strong history within the New Zealand market.

“Bic acquired the Vivid brand in 2015. Using decades of research and development we have continued to perfect the performance of the Vivid permanent marker,” says Katarina Marshall, Brand Manager, Stationery BIC.

“In 2023 with Vivid’s continued promise to quality and sustainability, we have launched our new and improved permanent marker, now made from 51% recycled materials and increased cap off time, making this our best permanent marker yet.”

The new Vivid range will be officially launched in May 2023.

“In a recent study* there was an overwhelming response of over 82% consumers who responded positively to the new Vivid permanent marker,” explains Marshall.

What are the consumer trends in this category?

“Price is always a driving factor, now with our longer cap off time

(up to one month), businesses can shop with confidence, knowing that the Vivid permanent marker can give consumers the longevity and mileage needed,” says Marshall.

For more information or to order the new range contact

good business
*Focus Insights, New Zealand Permanent Marker Study, Jan 2023, n=511
Sanitarium is increasing its intentional giving of Weet-Bix by 50%, to help feed vulnerable communities.

Countdown Mairangi Bay returns with a fresh new look

Countdown Mairangi Bay has reopened, with an expanded fresh food experience and convenient shopping options for local customers.

The store was closed for six weeks after it was significantly damaged by floods. During this time, the team was able to work with their food rescue partner, KiwiHarvest to donate more than seven tonnes of food and give it to Aucklanders in need.

The new-look store has undergone an extensive renovation to repair damages, with new flooring and signage to accompany a brand-new layout that introduces over 200 new products on shelves. Countdown Mairangi Bay is also growing greener, with a new refrigeration system to help to reduce energy use in store.

Some final touches will include a full bakery service and revamped deli counter. These offerings will join the fresh produce section and dedicated food-to-go areas as part of the new shopping experience at Mairangi Bay.

Countdown’s Director of Stores, Jason Stockill says: “We’re a proud part of the Mairangi Bay community, and we’re really delighted to be investing in our future here to provide a modern shopping experience for our local customers.

“The damage caused by the recent floods came as a significant blow. We’ve worked to ensure the safety of our customers and team in repairing the store as quickly as possible, while also making the most of an opportunity to bring exciting new updates to the Mairangi Bay store. We’d like to thank our customers for their kindness and patience through what has been a challenging time for the local community.

“With a newly curated range of groceries and a fresh, modern look and feel throughout the store - we’re really proud of what we’ve built and our whole team is looking forward to welcoming customers and showing them what we’ve got to offer!”

Countdown Mairangi Bay is located at 3 Ramsgate Terrace, Mairangi Bay and open 7am-10pm, seven days a week.

IRI and NPD rebrand as Circana

Following their merger in August 2022, Information Resources, Inc. (“IRI”) and The NPD Group (“NPD”) have unveiled a new combined company name and brand identity: Circana.

Circana™ is the leading advisor on the complexity of consumer behavior. Through unparalleled technology, advanced analytics, cross-industry data and deep expertise, Circana provides clarity that helps clients take action and unlock business growth.

“We are proud to begin this new chapter together as Circana, a name that conveys our 360-degree, full-circle understanding of the consumer and market, and our unique ability to bring clients a complete view of the consumer, store and wallet,” said Kirk Perry, president and chief executive officer, Circana (formerly IRI® and NPD®). “In today’s dynamic global retail and media environment, our value proposition has never been stronger. Circana is undeniably best positioned to advise the world’s leading brands and retailers across almost every industry on how to identify opportunity, ignite

innovation and grow well into the future.”

Leveraging the vast data and expertise of its heritage firms, Circana tracks millions of products spanning 2,000+ categories across 500,000+ stores in 20 countries, with insights powered by the industry’s most advanced technology platform, Liquid Data®. Circana advises almost 7,000 brands and retailers worldwide.

Tod Johnson, chairman of Circana’s board of directors, added, “The combination of IRI and NPD created a category of one. In the months since the merger, we have demonstrated — for our clients and for our team — the immense value of bringing our firms together. Moving forward with a unified name and brand signifies that Circana is committed to delivering on the full value of our powerful combination for all of our stakeholders, with a relentless focus on innovation and growth.”

The Circana brand was created in partnership with global brand consulting firm Landor & Fitch. Learn more at

good business
The team at Countdown Mairangi Bay

FMCG Recruitment Outlook for 2023

From the specialist FMCG recruitment team at Convergence

We’re in a unique position to have a bird’s eye view of what’s happening out there on the current FMCG talent acquisition and retention landscape. Here’s what we’re seeing:

Supply Chain, Operations, Procurement

• The world’s supply chains are undergoing massive transformation at an unprecedented pace, resulting in supply chain and procurement professionals to be in high demand yet short supply over the coming year.

• With automation making a big impact on supply chain management, the increased need for digital skills is calling for more investment in up-skilling and re-skilling.

• Talented leaders who can build, adapt and manage the risks of safer, more sustainable and environmentally responsible supply chain practices are hot property; particularly those with experience in sustainable supply chain management, waste reduction, and renewable energy. An ESG strategy (and subsequent translation into action) could become a crucial competitive advantage in attracting and retaining talent.

Marketing, Digital, Sales

• Linear career progression is no longer the norm, and we are seeing a shifting mindset to employers being more open-minded about high potential candidates from unconventional backgrounds. This is currently a prevailing trend within the FMCG sector, with more

companies taking an interest in candidates with transferable skills from outside of the industry.

• Marketing strategy expertise is in high demand as businesses look to grapple with a host of challenges, from inflation and the cost of living crisis, to political unrest and driving sustainability; however we continue to see the strategic aspect of marketing roles going offshore, resulting in a loss of strong marketers with strategic depth in the local market.

• A greater focus on digital has meant classical brand management roles are requiring a broader skill set. Conversely, we are seeing an interesting diversification into specific singular digital areas - specialist SEO, marketing automation, content strategy, e-Commerce, data analytics, and social media roles are all being highly sought after.

• FMCG continues to be a very challenging market for the sales function to operate in, and we are observing talented FMCG sales professionals seeking roles in other industries.

Finance & Accounting

• The labour shortages and increased demand in the NZ market have had a significant impact on the availability of mid-level accounting professionals, including those in CA practice, commercial financial accountants and financial business partners. This has impacted the discipline in several ways, including:

- A significant upward movement in salaries, with like-for-like roles often increasing by 20-40% in the last 2-3 years.


- More movement in the market with candidates switching roles more frequently, often staying only 12-18 months before moving to their next opportunity, as they get tapped on the shoulder.

- Fierce competition for candidates which has driven an emphasis on employee value proposition i.e. - offering increased salaries, better benefits, and hybrid/flexible working. Businesses have focused on improving their culture and better employment branding to attract the required talent.

• These market demands, alongside advances in technology are driving positive change within the FMCG finance function. An example is financial planning and analysis (FP&A) where there is a growing need for those skilled in automated business intelligence tools such as Power BI, Tableau or QlikView.

• Present-day accounting has evolved into a more commercial function and operates as a strategic business partner to senior leadership. FMCG is a data-rich industry, and analysis of trends, risks and opportunities is falling more into the accounting discipline.

• Being a sector highly sensitive to inflation, many of our FMCG clients are pursuing finance professionals with specialised business analytics and data analysis skills to assist in making better commercial decisions.

People are at their best when they belong

Technology, Transformation & Change

• Many of our clients are investing in leading-edge technology to stay ahead of the competition and cut costs. Examples include automation of production processes, improved logistics and transportation of products, improved customer support via AI, and predictive analytics to track inventory levels and forecast future demand.

• Driving this digital transformation in the FMCG Sector can be attributed to the growth of e-Commerce, an increase in direct-toconsumer sales, and a shift towards digital marketing.

• As companies become more agile and take this digital route, the challenge ahead is attracting the skilled talent to implement these initiatives effectively. The strategy moving forward must be long term in nature, with a great deal of flexibility; one that includes multiple pathways to getting the work done.

Joblin Technology, Transformation, Change 09 300 6877 Claire Gibson Technology, Transformation, Change 09 300 6874
. Erin
Kirk Marketing, Digital, Sales 09 300 6791 Michelle Elsley Supply Chain, Operations, Procurement 09 300 6794
Speckmeier Supply Chain, Operations, Procurement 09 300 6872 Claire Ellis Finance & Accounting 09 300 6792 feature
We unlock the power and potential of belonging, connecting FMCG talent with workplaces they will love. Looking for thoughtful and empathetic collaborators who care about your long-term success? Meet our specialist FMCG recruitment team.
“We are seeing a shifting mindset to employers being more open-minded about high potential candidates from unconventional backgrounds.”

Minimum wage increase 2023: What you need to know

Minimum wage increases are something of a hotbutton political topic, particularly as the seemingly linear growth in the ‘cost of living’ is in direct competition with the cost of running a business. Both issues have emerged from the frying pan of pandemic uncertainty then plunged into the fire of inflation. Whichever Chris leads your preferred side of the House, an increase to minimum wage may have a direct impact on the overheads of your businesses. If you have not already, it is important that you get upto-speed with the detail so you do not get caught out.

wage who may expect a commensurate increase to their own pay on the basis that “a rising tide should float all boats.”

What is happening?

On Saturday 1 April 2023, the New Zealand statutory minimum wage (payable to all employees over 16 years old) will increase by $1.50 per hour from $21.20 to $22.70 per hour. Starting-Out/ Training minimum wage rates continue at 80% of the standard minimum wage, increasing from $16.96 to $18.16 per hour.

All employers with employees on the minimum wage (or a wage close to it) should be cautious not to fall foul of the updated minimums. Businesses should use the opportunity to consider the pay of all affected staff, including those presently earning above the 2022 minimum wage but below the updated $22.70 rate. Business owners may also find there are flow-on effects for staff currently earning above minimum

It may also be a useful opportunity to consider your business and employment structures, including your Gross Profit percentage; business owners should assess resourcing and capacity within their organisations to fully understand the impact of the increase and they should consider whether to recalculate customer prices. If you decide to make changes to your staff numbers, or to adjust the price of your goods or services to offset the raised salary cost, you should approach both carefully and with appropriate advice.

Fish hooks

Any wholesale changes to minimum entitlements bring with them several “fish hooks” that employers or business owners must be aware of. They include:

• Changes to salary (either up or down) generally constitute a variation to the terms of employment. Any variations should generally be recorded in writing.

• Employers should make sure that leave and other entitlements contained within the Holidays Act 2003 are adjusted to match the updated wages using the correct calculation (ordinary weekly pay or average weekly earnings in the case of annual leave, or relevant or average daily pay in the case of other entitlements like public holidays, sick leave, or bereavement leave); and

• Salaried workers earning approximately $47,200 per annum or less for a 40-hour work week will now be on the cusp, or below, the minimum wage. You should review the remuneration of those affected staff. Keep in mind that if a minimum-wage salaried employee works any more than their contracted hours, their total income may unlawfully dip below the minimum wage.

If you think your business will be impacted by the minimum wage hike, including if you are considering undergoing a restructure to mitigate the effects of the change, contact Dylan Pine at Steindle Williams Legal for a confidential discussion about the best options for your organisation.

legal advice
“Businesses should use the opportunity to consider the pay of all affected staff.”

Chance to design well, act fast

“Labour puts old-school refund scheme for bottles, cans and containers on ice” was the headline from a Stuff article, reporting the Government’s decision to defer the introduction of a Container Deposit Scheme as part of policy cuts to focus on cost of living and cyclone recovery issues, announced in mid-March.

The reaction to this politically and from industry has been mixed. There is disappointment and criticism from some quarters, and relief and hope for a better outcome from others. Interestingly, though it has been termed a deferral, Prime Minister Hipkins’ comment that “This policy does remain on the agenda, and we will look to assess it again in future when the time is right to do so,” alludes to the door being open to further consideration of the policy decisions on the detail of the scheme that were never announced, despite it being widely understood to have been considered prior to Christmas.

Since I started as CE at the Food and Grocery Council, I’ve been keenly absorbing all I can about our sector’s role and progress in addressing some of the pressing sustainability issues.

FGC’s Sustainability Committee, led by Cameron Scott, MD of Kimberly-Clark, and well supported by Lyn Mayes, is very active and well attended, with representatives from across the sector, including retailers.

To be frank, New Zealand does not have a good track record of capturing and reporting what is known as mass balance data for packaging – what is consumed and what is recovered and recycled.

FGC’s own research suggest New Zealanders use around 864,000 tonnes of packaging every year, with an estimated 58% of that recovered. That’s means everyone living in Aotearoa New Zealand uses around 5.89 kg of packaging.

By comparison, Ireland, a similar-sized country, has a 68% recycling rate and its people use 4.36 kg per annum of packaging. So we recycle 10% less than Ireland and use 35% more packaging per person.

While we get really upset when Ireland beats us on home soil at rugby, we should also be upset they are doing better in these metrics too.

FGC has been collecting data for three years on the amount of plastic used by our members. Each year we have built on the survey work, which is independently conducted by Dynata.

Our 2022 dataset included insights from 119 companies. That doesn’t sound like a lot, and we are working to increase that, but based on our knowledge, it represents around 75% of the food and grocery market. This year we encourage all FMCG brands to provide their data.

Annually, 108,000 tonnes of plastic for consumer goods are estimated to come from our sector, with around two thirds of this plastic typically accepted for kerbside recycling. Soft plastics may be recycled through the soft plastic recycling scheme which, with retailers’ support, provides recycling bins at participating Countdown, New World, PAK’nSAVE, and The Warehouse stores.

Packaging decisions need to be based on a full understanding of all the environmental and economic impacts of these choices. We should be weary of thinking paper and cardboard (fibre) are better than plastic (more on that in a future column).

The systems in New Zealand aren’t designed well enough to create an end-to-end, or what we really want, a circular economy for waste. Packaging design, not just for plastic, is critical, and so is a whole-of-system approach for all waste management and recycling.

If we do what we often do and plan it piecemeal, we’ll end up with the same issues we face now with our transport infrastructure – with the catch-up more costly, worse environmentally, and incredibly frustrating – when we need to take the time to design well and then act fast.

The deferral of the Container Deposit Scheme may now offer opportunities to strengthen this system approach – let’s take the time to do this right.

“The systems in New Zealand aren’t designed well enough to create an end-to-end, or what we really want, a circular economy for waste.”

The foot on the pedal of FMCG

Fast Moving Consumer Goods. We all talk about it easily in an everyday kind of way. But what is the fast part all about? And who’s driving?

One way to look at the F in FMCG is through the lens of efficient stockturn logistics. Having goods in place on time with shelves always full is certainly a vital part of the puzzle. And speed to shelf is an artform in its own right. But they are a supply-side maintenance to the real driver that is demand.

The regular routine of grocery shopping is also a way to look at the fast in FMCG. Most of us pass through supermarkets weekly or more often throughout the year. It only takes the threat of a day’s closure for a public holiday or some other disruption to see irrationally massive queues and bulging trolleys of shoppers desperately wanting to not miss out. We’ve also all witnessed the panic buying around Covid and recent cyclones to know the existential value that groceries play in our lives.

The more interesting way to look at what fast means in shopping is our way of thinking. The behavioural scientist Daniel Kahneman wrote a seminal book called “Thinking. Fast and Slow”, which explores how we use our brains with two gears.

Our fast mode of thinking (also called System 1) is all about instant, instinctual, emotionally-driven decision-making. Slow thinking (System 2) is our more considered, rational and deliberate thinking.

Each of us every day is constantly alternating between these two modes; without trying or

(ironically) thinking about it. Fast System 1 thinking makes us order the flat white, or grab a bag of salad, or drive-by Maccas on the way home. Impulse zones were made for System 1 thinking; rewarding our shopping effort or tempting us with chocolate, sweets or magazine treats.

For the times when we need to stop and think about it rationally, to consider the pros and cons of our options, to confer with our partner, or seek recommendations; we switch gear to System 2 thinking. Insurance, financial services, and durable marketers need to excel at feeding more complex System 2 decision-making.

Grocery, like all shopping, is ultimately a mix of both System 1 and System 2 thinking, but the dominant force in-store is the speedy System 1. We’ve all read reports of having only a few seconds to be selected at the point of purchase, and this is the reason why. People tend to make quick, instinctual, familiar decisions in grocery. If we all used System 2 thinking for every grocery purchase, reading all the labels and considering all the alternatives in each category, our grocery shopping would take hours. Indeed, supermarket operators design stores to optimise shopper flow. Enough time to quickly stop, scan and select without clogging the arteries of the aisles.

If this is the underlying nature of grocery shopping, what are the implications for creating influence?

The grocery shopping environment is great for some things:

Big brands can dominate space and trigger default

shopper marketing
Lew Bentley
Head of Strategy at Shopper Marketing Agency Energi

Tried&True delivers strategic design

As the cost of living goes up, people are looking to tighten their belts, so are looking to get more value – not necessarily the cheapest, but items perceived to have better ‘bang for their buck’, whether that be better quality, more nutritious or kinder to the planet. They’re making decisions at the supermarket shelves – and this is where packaging plays a vital role.

Prue Fenwick Smith, Business Director at Tried&True explains. “Packaging is essential to defining an offer. Not only does it help to infer a product’s quality, it also communicates what a product is, it projects (through design) the benefits that can cement a buying decision. It’s an impulsive trigger, and it must do the job quickly.

“At Tried&True, we believe unlocking the real potential of packaging requires a shift from tactical design to strategic design, pushing traditional packaging boundaries and challenging consumers’ comfort zones to capture their attention and gain their loyalty at shelf.

“A great example of this is the brand we developed for Bird&Barrow free range chicken. In a sea of green, we challenged those category norms, creating blue packaging, with charming illustrations bringing to life the story of the high standards of care and freedom which make this brand a healthy choice for consumers.

“Proving that investment in branding produces real results, this rebrand won a Gold in the ANZ Transform Awards. In the first six months of the launch, there was +4.7% additional kg sold and 13% additional $ sold,” says Fenwick Smith.

You can’t argue with that!

For more information contact Prue Fenwick Smith .


Brand Representation

Marketing, merchandising and PR experts share their insights.

with some of the best PR practitioners in the country is significant for us. They’ve been an important part of our success over the last year, and they treat our brands as if they were their own.”

Thorn PR works with innovators, creators and disruptors, using purposeful storytelling to create positive change. To find out more, visit

Haast Agencies

Haast Agencies is a company that serves as a sales and merchandising agency for both local and international brands across New Zealand’s Countdown, Foodstuffs, and independent supermarkets. Sahil Chopra, the founder, established the company in January 2017, which provides services such as sales, merchandising, demonstration, sourcing, category management and assisting with planograms.

Despite being a small team of six professionals, the company managed to surpass their last sales within 3-4 months. Haast Agencies believes in quality over quantity, and they only work with clients they can make a difference with. If clients are not satisfied with progress in 1-2 months, the company is more than happy to give up the representation of their brand.

Thorn PR is a creative PR agency that harnesses its media and digital smarts to get brands noticed - driving sales and achieving business growth.

Working across the FMCG sector with HELL, Wellington Chocolate Factory, Angel Delivery, Matangi Angus Beef, The Bond Store and more, it prides itself on doing PR differently. Its team isn’t afraid to roll up its sleeves to deliver results.

Based in the heart of Wellington – NZ’s foodie capital – it combines its award-winning broadcasting and journalism expertise with digital prowess to deliver bespoke campaigns designed for impact. The Bond Store co-founder Chris Barber describes Thorn PR’s work as crucial to their growth.

“We’ve seen results immediately. For example, when we launched our premium cocktail range, Cocktail Collusion, they achieved national, high-calibre media coverage – including in Kia Ora. In addition, their social media and Google Ad campaigns gave us national reach, winning us new customers and achieving outstanding results for our suppliers and investors”.

Chris says working with an agency they can trust – and one who ‘gets’ them - is equally important.

“We know Thorn PR has our backs. Having this sort of relationship

The company has a good reputation with its clients: FoodHQ’s Malcolm says that it is the best sales agency he has ever worked with; Ozkleen’s Damian says that his sales grew almost 80% in three months working with Haast; Down to Earth’s Suresh launched his first product with Haast three years ago and has since achieved tremendous growth and established his brand in supermarkets. According to Maria from Brooke Fine Foods, the entire Haast team works exceptionally hard for their brand, and they are the best in business.

Sahil Chopra started from humble beginnings at a dairy shop filling shelves when he migrated from India at the age of 17. After quitting his job as a New World buyer in 2017, he set up Haast Agencies from his love of supermarkets and FMCG business. And now, after overcoming countless challenges, he is living his dream of selling local and well-known brands in supermarkets. Haast Agencies’ goal is to become one of the best sales agency, rather than the biggest agency. Haast Agencies Limited

Ph: 0800888099 or (+64) 212571718

The Thorn PR team
Sahil Chopra, founder of Haast Agencies

Storelink – building brands

Storelink has a proven track record in building brands in New Zealand for over 35 years. Still 100% locally owned and operated, we recently accelerated investment in our sales business and added significant key account management and field capacity.

General Manager Tony Puppyn says: “We are diversifying our services and putting more emphasis on sales services that provide manufacturers the expertise to secure and retain retailer core ranging which can then be supported by the sales and merchandising field team.”

“Many suppliers are reviewing their cost to service the New Zealand market in response to retailer dynamics and we offer attractive commercial alternatives that allow suppliers to retain important services.”

Merchandising has partnered with Insightful.Mobi to launch an industry

leading CRM platform called AIM, which has improved user and partner interfaces and allowed our partners to access market insights, audits, and compliancy in real time. Understanding return on investment through compliance and auditing services has become very topical and Storelink has the market reach and auditing capability to add significant value to the industry, as we already are with our major clients.

We offer a breadth of sales and merchandising services from key account management, field sales, merchandising, store auditing and compliance and auditing checks, vendor management and customer services, warehousing and freight, POS management and much more.

If you would like a refreshing insight into how we can add value to your business, then visit our website to connect for an obligation free chat: .

General Manager Tony Puppyn

Inztore is changing the Sales & Merchandising game

Have you stopped to compare the cost of commission-based sales and merchandising versus shared rep based sales and merchandising? You might be surprised at the savings!

Our vision is to make sales, merchandising and sampling more sustainable and responsive for reps, brands and retailers, with all services empowered by our software. It makes no sense that reps spend their day in cars being managed by multiple admin teams.

Inztore is not about changing the brand agency relationship, in fact quite the opposite. Inztore is a shared team of sales, merchandising and sampling reps empowered by software used by brands, agencies and retailers. This gives Inztore the ability to reduce sales and merchandising overheads by more than 50% while delivering a more responsive, visible service.

Helping rural stores

Towards the end of 2022 we identified the cost for brands and agencies to service rural stores is huge. To solve this problem we are working with Foodstuffs South Island to create the “Sustainable Merchandising Initiative”. This involves using the Inztore online platform and existing New World staff in rural stores to fulfil the merchandising requirements of the brands who sign up to the service.

The No.1 comment being made by rural supermarkets is that they are not getting the support from the brands they stock. What a great opportunity to offer merchandising support when asking for new listings at the annual review. For as little as $15 a session (2 x per store per month) you can help rural store owners employ locals to support your brand and know exactly what is happening at store level by using the Inztore platform.

The No.2 question we get asked is: when are we going to offer sales as service. Supermarkets are moving towards central office buying, so the cost of a full time sales team is hard to justify. Paying a sales team based on commission is also difficult to measure, especially when a significant proportion of the sales are generated by the brand through promotions.

Inztore is introducing sales as a service and staying true to our innovative nature and creating an ecosystem of FMCG sales people. Located across New Zealand, our sales experts can be scheduled for a fixed time and fee and be shared by all brands. A sales report

will be generated and everything will be transparent through the Inztore platform.

The Inztore online platform can be used in all New Zealand supermarkets providing accountability for the reps’ actions as well as the visibility and status of the product in store. Including low/no stock, distribution, retail price and on/off promo reports as well as record out of date credits.

The following four principles - Sustainable, Flexible, Visible and Affordable - guide every decision we make. We have been listening to the needs of our brands in the industry and there is a resounding need for change.

Let Inztore manage your sales, sampling and merchandising so you can focus on growing your brand and see the results roll in.

Contact: Kelsey Maclean

Phone 0273305018


Kelsey Maclean, Co-founder
“Let Inztore manage your sales, sampling and merchandising so you can focus on growing your brand and see the results roll in”

Engagement Group delivers customised support and results

Engagement Group is NZ owned and operated since 2004 and the team has decades of experience across the retail landscape with hands on experience at all levels and sectors.

“Our field team is extensive, experienced and highly capable across a wide range of tasks and product profiles,” says Managing Director Rod Smith.

“We ensure client and product compatibility in our portfolios to deliver customised support and results. Clients can expect all negotiations, work and billings to be conducted in good faith, to a high degree of excellence and with integrity.”

Smith adds: “Our merchandising team are truly national – from Invercargill to Kaitaia, we reach all of New Zealand!

“Our experienced team reaches all major FMCG, Big-Box and specialist retailers to ensure continuous ‘customer ready’ standards – the key to successful sales. Flexible and scalable with a wide range of services available, we deploy tech tolls that deliver real-time reporting and images.

“Our dedicated account management team will ensure your standards, targets and goals are met. From rostered call cycle

merchandising focusing on product fulfilment to relays, planograms, POS activation and compliance audits.

“Our partnership with our clients is essential to achieving the best sales results and ROI.” Engagement Group (EG) offer timely and accurate measurement.

Digital Data: EG operates digital reporting and data capture that allows clients fast access to every call, session, relay, audit or event.

Immediate Analytics: We output client specified reporting to enable robust measurement and data analysis.

Field Image Capture: Hi Res image capture of your brand, competitor’s brand, sites, outlet or task specific.

Feedback: Our reporting provides quality reporting and messaging of events, issues and opportunities.

Post Campaign Analysis: We output accurate and tailored post campaign analysis.

stories to life in New Zealand since 2004 Merchandising | Brand Ambassadors Everywhere your customers are: FMCG, Big Box, Hardware, Pharmacy Experience Counts: Merchandising Display builds Compliance checks Relays 09 415 2045 | 021 938 806
, ph 09 415 2045 , ph 021 938

Alliance Marketing delivers the difference

At Alliance Marketing we work alongside our brand owners and retail trade partners to deliver the difference, both in store and with category managers.

In this fast-moving environment that continues to change and develop, we continue to enjoy brand and category growth for our brand owners through excellent instore execution, investing in category insights, enhanced reporting functionality and efficiencies with our inhouse CRM tools, complemented by our trade partner tools.

The Alliance Head Office is based in Auckland, with a supplementary South Island office based in Christchurch for our South Island Sales Manager, Sales, and VMI team. We have a national team of territory managers, merchandisers and demonstrators, as well as a

team of Client Business Managers to manage and/or assist with Key Account Management.

As our retail partners have different needs we have specialised teams where possible to provide an instore tailored presentation, delivery and execution, and individualised reporting systems.

We see the best results when a brand owner works collaboratively with Alliance. We need to work as one team to ensure end to end results for the brand, the category, the store and the end consumer. We were very proud of our coalface results for 2022, which endorsed the fantastic job our team does at store level, both in Countdown and Foodstuffs nationally for overall customer satisfaction – these results showed we really do “deliver the difference”.

Sales Key Account Management Merchandising Instore Demonstrations Customer feedback Taste to sales conversion rates Photos from all demonstrations We provide Fully trained Demonstrators nationwide Planned Campaigns suited to your products Demonstrators available for foodshows and expos Collabs with complementary brands for cost savings! Full Comprehensive Reporting Including: Contact Lisa Mowbray Phone 021 192 9914

Let Orbit Marketing share your story

Orbit Marketing was created by seasoned industry professionals who saw a need for excellence in experiential marketing. By combining their decades of experience in grocery, events, and promotions they have succeeded in this goal. Being a nationwide company, they service all New Zealand regions, big and small. Orbit ensures consistent delivery by having senior management not only in Auckland, but also in Wellington and Christchurch.

The team’s experience in supermarket sales has led Orbit to become one of the highest selling marketing agencies. To consistently achieve this standard, they understand the importance of quality Brand Ambassadors. By investing in training, Orbit produces motivated Brand Ambassadors who genuinely engage. Through this, they tell the brand’s story, sample the product, create demand, and build love for your brand, which creates ongoing sales and ensures ROI.

Orbit loves what they do and can take care of everything from start to finish. They pride themselves in getting to know your needs and creating successful campaigns. The daily feedback collected by Brand Ambassadors creates quality, extensive reports, which provide invaluable information. This data not only quantifies the success of your campaign but also generates key learnings and future recommendations.

Orbit Marketing thrives on surpassing their clients’ expectations and bringing every brand’s personality to life to create long-term, loyal customers. Let Orbit’s energy and excellence help build the pathway to your brand’s growing success. Let’s talk about showcasing your brand.




Auckland 09 553 6390 Wellington 04 595 6705 Christchurch 03 974 1103

Foodstuffs Expo Highlights

Sustainability, better for you, low sugar and natural products were among some of the trends that stood out at Foodstuffs Expo 2023, which was held at Claudelands in Hamilton in March.

More than 350 brands showcased their latest innovations to over 4,000 attendees at the event, New Zealand’s largest business-to-business expo. The Expo provides a valuable opportunity for brands to connect with representatives from locally owned and operated New World, PAK’nSAVE and Four Square stores – who can taste, test, and learn more about new products from New Zealand and international suppliers.

We spotted interesting new snacks from House of Fine Foods; a delicious Raspberry & Chocolate Milk from Lewis Road; Big Cut Proper Crisps in four tasty variants; marinades from Barkers; and new toothpastes at the Red Seal stand, to name just a few.

David Letele from BBM charity and Foodstuffs CEO Chris Quin Frucor Suntory Fresh produce at the T&G Fresh exhibit Golden Crumpets mascot

Bell Tea showcased a new boutique range of teas with flavours such as Caramel and Ginger, Caramelized Pear, Apple Pie, Hazelnut Cocoa, Orange and Cinnamon and Spiced Chai.

Celebrity foodie Annabel Langbein cooked pizzas and demonstrated meal kits, which she curates for New World and PAK’nSAVE stores, while famous boxer David Letele made the rounds to thank suppliers for supporting his charity organisation.

Finding value

“We’re on the lookout for ways that we can help customers find value at the supermarket,” says Emma Wooster, Corporate Affairs Manager at Foodstuffs NZ. For example, PAK’nSAVE showed off their big new bulk bins with “Smoothie stuff” and “Plantbased” options, while the Carefillery bulk bins offered a variety of new snacks and flavoured nuts. Foodstuffs own brands, such as Pams, are also increasingly popular with budget conscious shoppers and offer a wide range of products, from canned tomatoes to nappies.

Reducing food waste

As part of its pledge to be ‘Here for New Zealand’ and a promise to be sustainability leaders, the Foodstuffs Expo also had a focus on reducing food waste. Foodstuffs New Zealand Waste Minimisation Manager, Emma Harding says there’s been meticulous consideration as to what happens to the food waste generated at every point of the event, from supporting exhibitors with waste minimisation plans and having EnviroNZ Zero Waste Champions stationed by bins, to setting up donation stations for any surplus food to go to local food rescue organisations after the event.

“Our goal is to make this a zero-food waste event so once everyone’s gone home, we’ve got a team lined up who will sort through all the rubbish and separate any food waste into a separate bin. We’ll then put the waste into a food waste composter which will turn it into compost overnight. As signatories of the Kai Commitment, we see this event as a fantastic platform to showcase our commitment to minimising food waste to all our stakeholders and to bring us one step closer towards our goal to achieve zero-waste by 2035.”

Aside from suppliers and store managers, Foodstuffs’ top executives were at Expo too and we were thrilled to sit down with Foodstuffs South Island CEO Mary Devine for a chat (turn to pg 40 to find out more).

Leaderbrand CEO Richard Burke and PR Manager Katherine Clouwens Havana Coffee New snacks at the Graze stand The Rutherford & Meyer team (L to R) Tamara Rubanowski; Annabel Langbein; Emma Wooster New products at the Carefillery
events FMCG BUSINESS - APRIL 2023 39
Red Bull

Meet Mary Devine

FMCG Business sat down for a chat with Foodstuffs South Island CEO Mary Devine.

What’s new and noteworthy at Foodstuffs South Island this year?

“Over the last nine months, we’ve done a whole strategy refresh to make sure we’re focused clearly on our purpose: together, we feed the South Island and create successful communities.

“We’ve just launched this refreshed strategy with all our teams a few weeks ago, so we’re getting really clear on our priorities as a business and where we’re heading. We have a fabulous team, who are highly engaged and highly energized – which is fantastic, because there’s plenty to navigate in the industry at the moment and that takes a lot of focus and energy.

We’ve had three new appointments to our leadership team in the last year. Lydia Matthews has been with the business for about 10 years and has been promoted to the role of Head Of Strategy, Shane Tong joined us as Chief Digital Officer and Andrew Crerar as GM of People & Capability.

“Customer loyalty is front and centre for us. I’m a great believer that in retail business, if you put the customer at the heart of your decisions, you make the right decisions. We’ve been doing a lot of work around data insights and e-commerce to improve the customer experience and make sure we understand what really matters to shoppers – and it was great to complete our online shopping roll out in New World and PAK’nSAVE supermarkets in South Island over the last 12 months.

“The cost of living is the number one concern for our customers so we’re strongly focused on how we can help customers find value when they shop with us. Our new Shop & Go technology has huge uptake with South Island customers, particularly in PAK’nSAVE – the handset provides the technology for customers to budget as they shop and makes the checkout process really easy. We’re also continuing to look at how we can expand our range of Every Day Low Pricing on products that matter to customers across all our stores.”

What are some of the exciting new things at Foodstuffs Expo that have stood out for you?

“There’s a lot of innovation around plant-based products - that’s a real growth category. We’re also seeing some exciting new developments in the meal solutions and convenience space. For example, Annabel Langbein is curating our Simply Dinner meal kits, which are available nationwide at PAK’nSAVE and New World, they’re great value at $25 to feed a family of four and there’s no subscription.”

Which new trends do you see emerging?

“There’s a lot happening with products that provide value for shoppers – people are shopping for more frozen food, bulk goods and private label products such as Pams. We’re also seeing the ‘better for you’ and ‘better for the planet’ categories continue to grow as customers look for more healthy and sustainable options.”

What are some of the big challenges that the industry is facing this year?

“I think it’s a combination of things this year. We know managing cost is a challenge across the industry, and supply chain delays are still having an impact across the board. International shipments to New Zealand, including trans-Tasman shipping, have been a challenge for a while now – and of course the recent weather events in the North Island have disrupted a lot of our local supply. There are also CO2 shortages and labour shortages in the mix and these things aren’t likely to change in a hurry.”

Would you like to comment on the Grocery Industry Competition Bill?

“We’re 100% supportive of the initial recommendations by the Commerce Commission. The industry code of conduct, transparency on ticketing, simpler pricing and promotions - they’re all really positive things.

“We’ve embraced all of those changes and we’ve just cracked on with the Commerce Commission recommendations.”

(L to R) Foodstuffs South Island CEO Mary Devine and FMCG Business Head of Content Tamara Rubanowski
“Our new Shop & Go technology has had a huge uptake with South Island customers, the handset provides the technology for customers to budget as they shop”

What’s Hot at Expo

A quick snapshot of snack trends seen at Foodstuffs Expo.

SNAP out of unhealthy snacking with Harvest Snaps Crisps

Since 2018, Harvest Snaps have been helping Kiwis enjoy healthier snacks without compromising on flavour. From the early days of our much-loved and innovative baked pea crisps to today’s new flavours and varieties – there’s a healthy Harvest Snaps offering to tickle every tastebud.

The overachievers of the snack food aisle, Harvest Snaps Baked Crisps are taking it a step further and are now healthier than ever.

Boasting a NEW 5 Health Star Rating for the Pea Original Salted, Pea Chilli and NEW Pea Tomato Chutney flavour all our crisps have more fibre, less salt and still have less than 100 calories per serve. Better for you but still delivering true sensory satisfaction. Plus to please even the hungriest of snackers each bag is now that little bit bigger, so you can happily share the legume love.

Got those 3pm, after dinner or just-anytime naughty snack attacks? SNAP out of it, thanks to full of flavour, free of guilt Harvest Snaps Baked Crisps.

Available in stores from March 2023 in new-look 120g varieties, plus the ever-popular multipacks, there’s the perfect size to suit every snacking occasion. For sales enquiries, call 09 410 1066; email or visit

A taste worth celebrating – introducing NEW Hooleys Rings

NEW Hooleys Rings are brought to you by Calbee, the same clever clogs behind the oh-so-popular Harvest Snaps range. And just like Harvest Snaps have been flying off the shelves since launch - Hooleys Rings are set to be the next big – and arguably coolest – adult snack. Hooleys Rings are a taste worth celebrating (and a snack you’re proud to put on display). Deliciously light and crunchy, Hooleys Rings deliver exciting flavours in a premium, playful way that friends, family and complete strangers are sure to love. As an added bonus they are also gluten free!

Serving suggestions include accompanying with your favourite dips, salsa, or sliding one on each finger – hey, just because you’re an adult, doesn’t mean you can’t still have fun!

Put a Hooleys Ring on it. Commit to your best gathering yet with NEW Hooleys Rings. Available now in the snack food aisle at your select New World and PAK’nSAVE stores nationwide.

For sales enquiries, call 09 410 1066; email or visit


New Zealand Food Awards 2023

Where passionate food and beverage producers shine

The New Zealand Food Awards organised by Te Kunenga ki Pūrehuroa Massey University are back this year with the support of FMCG. Join us as we again celebrate the crème de la crème of innovation, excellence and sustainability of the food and beverage industry in Aotearoa, New Zealand.

We’re on the hunt for trailblazing products and businesses from across the motu and are calling the boldest and brightest food producers to submit their products or business for consideration. No matter whether you celebrate the artisanal craft of slow food, seek to break new ground in product formulation or packaging, approach business in a new way, or just believe your product needs to be seen and tasted, all are celebrated and welcomed to enter.

Massey University: synonymous with New Zealand’s innovative food sector

The New Zealand Food Awards, which are owned and operated by Massey University, are a long-standing annual programme of activity designed to support the

is excited to take the programme back to its roots where science, food technology and innovation shine. For 35 years the awards have given food and beverage producers the opportunity to showcase just how big and innovative they can be. Shoppers can confidently know that a product or business bestowed with the prestigious New Zealand Food Awards Quality Mark, which is only awarded to finalists and winners, is synonymous with innovation, sustainability and excellence (and therefore well deserving of a spot within your supermarket trolley!).

I’m back for a third year as a food critic judge, where I’ll be delving deep into the taste, texture and presentation of prospective entries. As a New Zealand Registered Nutritionist, I specialise in the nutritional appeal of products to shoppers’ dietary wants and needs, but I’m not alone - and this is where the New Zealand Food Awards stands out. I’m joined by a robust judging panel representing a cross-section of industry disciplines, including technical judges, sustainability and commercial specialists, scientific experts, regulatory guides and more. This ensures a rigorous judging process supported by diverse opinions and perspectives, which is crucial when critically considering the best of what Aotearoa has to offer.

Why enter the 2023 New Zealand Food Awards?

As a finalist, your product and brand will not only receive prestige and recognition, but it will also be part of a platform and community that highlights the very best of our industry, celebrating the mahi and people behind the products and businesses.

With an extensive range of eyes evaluating the entries, being a finalist means your product has been considered by a diverse audience of industry experts, food lovers and consumers alike.

So, if you have a product or business that embodies the New Zealand Food Award pillars of innovation, excellence, and sustainability, we invite you to enter between 1 – 31 May 2023. Once you enter you’ll join us on the journey to celebrate the very best of local food and beverage production, which culminates in the industry event you won’t want to miss, the New Zealand Food Awards Gala Dinner on 19 October 2023.

We can’t wait to see (and taste!) what you have been passionately creating at the judging week in June. To enter and find out more, head to

Danijela Armitage is a NZ Registered Nutritionist and food writer, with culinary training from Le Cordon Bleu London. Danijela shares delicious, nutritionally considered recipes, on the digital platform Nourish and Tempt. She is looking forward to joining the New Zealand Food Awards in 2023 for a third year as a food critic judge.

What’s on in 2023



Aotea Centre, Auckland


Champions Awards celebration

Auckland, NZ

23-25 ISM

Cologne, Germany



Gala Dinner in Hamilton


Wellington, NZ



Natural and Organic Products

Retail B2B show

Sydney, Australia


Auckland Showgrounds

Auckland, NZ



Food manufacturing and processing exhibition

Melbourne, Australia


Auckland Showgrounds

Auckland, NZ




Leading food industry B2B show Sydney, Australia


Auckland, NZ


Auckland, NZ


7-11 ANUGA

Cologne, Germany


Powered by Massey University

19-20 C&I EXPO

Sydney, Australia

events Visit the websites and contact the event organisers for further details and updates. To have your event listed in FMCG Business email: 15 15
The FMCG Business Marketing Summit returns in September. Fine Foods
Visit the websites and contact the event organisers for further details and updates. To have your event listed in FMCG Business email: 15 15 FMCG BUSINESS - APRIL 2023 43
New Zealand will be held in Auckland in June.

Out & About

Chef Simon Gault and team at the Havelock Mussel & Seafood Festival. The Spring Sheep Milk Co. celebrated the opening of their Shanghai office. Cheese judges at the NZ Champions of Cheese Awards in Hamilton. Judging for the Outstanding NZ Food Producer Awards took place at Homeland in Auckland. Dilhan and Amrit Fernando (centre) visit the Dilmah Tea office in Auckland.
Cheese judge Miel Meyer at the NZ Champions of Cheese Awards judging.


Has your team moved to new premises, or been part of a fun event, great harvest, or promotional activity? Send us your favourite snapshots to be in to win a Healtheries pack (worth $250), containing two tubs of Healtheries Beauty Wellness Powders made with protein, collagen and 18 essential vitamins and minerals, plus a coconut bowl, water bottle, yoga mat and tote bag.

Just email your high res image with a caption to

out & about
David Letele from the BBM program visits the Farmland team at Foodstuffs Expo. Nicola Hallett from PAK’nSAVE Whanganui accepts the Women in Retail award from Foodstuffs North Island CEO Chris Quin. The Energizer team at Foodstuffs Expo.
The Hellers team at Foodstuffs Expo.

NZACS Golf Tournament a huge success!

The New Zealand Association of Convenience Stores held its annual Golf Tournament at Takapuna last month.

The New Zealand Association of Convenience Stores (NZACS) attracted a field of more than 50 players to its annual Golf Tournament at Takapuna last month.

It was a beautiful sunny day where attendees played either 18 or nine holes while enjoying an assortment of products from the day’s sponsors.

In addition, 24 very enthusiastic ‘Bubbles & Bash’ players hitting balls off the second tier of the driving range. The group was assisted with expert coaching from two of the local professionals and competed fiercely in the putting competitions after the range.

NZACS raised more than $4,000 to support its prospective 2023 Peter Jowett scholarship winners later in the year.

convenience & impulse retailing
18 Hole Competition Winners 18 Hole Second Runners Up 9 Hole Comp Winners
18 Hole Runners Up

And the winners are…

• 18 Hole Competition Winners: Team Bidfood – Johann Jacobz, Ben Brook, David Blyth, Michael Brooks

• 18 Hole Runners Up: Team Unilever / #8 – Scott Bell - #8 Group (accepting on behalf of Ben Paterson), Gary Hawthorn (Unilever), Adrian Hunt (Unilever), Regan Smale (Unilever)

• 18 Hole Second Runners Up: Team Signature + Challenge

– Russell Butler (Challenge Fuel), Jordan Tana (Signature Marketing), Joshua Maurangi (Signature Marketing), Anand Patel (not pictured from Signature Marketing)

• Nine Hole Competition Winners: Geoff Smith (Coalface), Rob Hulse (Fonterra), Christine de Lange (2 Degrees), Hilary Huang (Fonterra)

• Nearest The Pin Number One: Russell Butler (Challenge)

• Nearest The Pin Number Two: Sailesh Singh (Bluebird)

• Longest Men’s Drive: David Blythe (Bidfood)

• Longest Women’s Drive: Stephanie Ruka (Ruka Wholesale)

• Bubbles & Bash Winning Team: Team BATNZ – Javier Serpa, Ash Dearmer, Chloe Bartlett, Jason Zwi

• Longest B&B Women’s Drive: Chloe Bartlett (BAT)

• Longest B&B Men’s Drive: Drew Milne (Goodman Fielder)

convenience & impulse retailing
Nearest the Pin #1 Longest Men’s Drive Bubbles and Bash winners Longest Women’s Drive
Nearest the Pin #2


New Zealand’s favourite cookies just got a whole lot cooler

To celebrate its 40th birthday, Cookie Time has launched a fresh take on a classic Kiwi dessert – the ice cream sandwich.

Get double the Cookie Time with dreamy ice cream or chocolate coconut cream sandwiched between two Cookie Time cookies.

Three years in the making, these have been brought to market in a three-way collaboration between family-owned company Cookie Time, ice cream manufacturer Appleby Farms, and distributor Streets.

Guy Pope-Mayell, Co-Founder and Managing Director of Cookie Time, said the Cookie Sandwiches are a launch close to his heart.

“This is a passion project for me, the opportunity to break into a new treat category and launch a product as iconic in its own way as our Original Chocolate Chunk Cookie.

“Ice cream sandwiches have long been a crowd favourite in our Cookie Bars in New Zealand and Japan. Now everyone can ditch the do-it-yourself pink wafer and level up their ice cream (or plant-based) sandwich experience,” he said.

The Original Chocolate Chunk Cookie Sandwich features two of Cookie Time’s original recipe cookies plus ice cream. The Double

A new pack from Kea Cookies®

Baking traditional homemade style cookies free from gluten, wheat, dairy, and egg in New Zealand since 1988, Kea Cookies® has been a pioneer of the free from and vegan food categories in the country. These delicious flavours make it hard to believe they are gluten, wheat, dairy, and egg free and suitable for vegans.

The range is approved by Coeliac New Zealand and has the Crossed Grain logo in the packaging, the symbol that identifies products with gluten free certification.

Kea Cookies® has launched a new Assortment pack, which contains five twin-packs. Ideal for the lunchbox the Assortment pack, it contains five flavours: Choc Chip, Double Choc Chip, Hokey Pokey, Vanilla, and Lemon Coconut.

Kea Cookies® new pack is very attractive – with the skiing Kea on the front – and the range is well priced in the ‘free from’ food category and retails for $5.99 per pack.

convenience & impulse retailing
Chocolate Chunk Cookie Sandwich has two plant-based Chocolate Chunk recipe cookies plus chocolate coconut cream. Available now in Streets freezers nationwide.

New Musashi Protein Choc Slab

Musashi, New Zealand’s number one sports nutrition brand, was established in 1987. Working alongside some of New Zealand’s highest profile athletes, such as Aaron Smith and Roger Tuivasa-Sheck, Musashi is powered by a commitment to push the boundaries in sports nutrition.

The range includes protein powders, supplements, bars, cookies, and drinks, designed to help improve the sporting performance of athletes and the general wellbeing of active people the world over.

Thirty-five years on, the Musashi brand is renowned for offering a full spectrum of sport nutrition solutions, sourced from the highest quality ingredients. Musashi prides itself on assisting the performance needs of athletes from the elite to the everyday level – helping to ‘Find Your Way’.

Musashi now introduces the latest innovation in protein convenience, Musashi Protein Choc Slab. Loaded with 15g protein in a convenient, delicious milk chocolate bar full of crispy inclusions. Great for your protein hit post-workout or as an easy protein snack on-the-go. Launching May 2023. Developed and manufactured in Auckland, New Zealand.

Suntory BOSS launches new Iced Mocha flavour

The popular Suntory BOSS ready-to-drink coffee range is expanding with a new flavour having just hit fridges around New Zealand in early March.

Made with premium quality coffee beans and rich chocolate, the new Iced Mocha flavour is the perfect addition to the existing range, offering more choice for customers seeking a caffeine hit throughout the day.

Brewed using the unique Japanese ‘flash brew’ method, the Ice Mocha flavour features the same rich, full-bodied taste consumers have come to expect from BOSS coffee, with a delicious chocolatey twist that’s sure to be a crowd-pleaser.

Another tasty and supremely convenient way of enjoying a coffee break, this latest release joins the existing Iced Long Black, Iced Double Espresso and Iced Latte flavours.

Sure to succeed with coffee-obsessed New Zealanders, Josh Wheeler, Head of Energy and Transformation, Frucor Suntory – Oceania, said this new release is designed to broaden the appeal of Suntory BOSS coffee, bringing new customers to the brand.

“We know that the varieties of coffee consumers choose to drink vary depending on the time of day, occasion and need. Continuing to broaden the Suntory BOSS Coffee portfolio with the introduction of Iced Mocha is expected to bring new customers into the brand as we continue to be committed to growing this emerging category,” he said.

convenience & impulse retailing

Woolworths to provide groceries to Circle K

Woolworths New Zealand has signed a wholesale agreement with Pamma Retail Group, the New Zealand master franchisee for global convenience retailer Circle K, to provide groceries to its stores.

The agreement is the sixth confirmed wholesale customer since WWNZ announced the set-up of its business, New Zealand Grocery Wholesalers, last year, and will enable Circle K to offer a greater product range and more choice for its customers.

Steve Sexton, General Manager of New Zealand Grocery Wholesalers, said agreements with retailers like Circle K will create better outcomes for shoppers around Aotearoa and increase options in the grocery sector.

“We’ve worked hard over the past year to build an entirely new wholesale business at pace, and it’s been heartening to see such a positive response from the sector so far, including our supply partners and customers. We’re dedicated to helping to provide better options for Kiwi shoppers across the board, and our agreement with Circle K is another important step in making that a reality.”

The WWNZ New Zealand Grocery Wholesalers business operates separately from Countdown, SuperValue, and FreshChoice. It has its own buying team that engages in conversations with suppliers regarding products, supply, and the possibility of wholesale volumes.

Iqubal Basra, CEO of Pamma Retail Group, said they are excited to

introduce their new grocery offerings and provide customers with a convenient and affordable shopping experience.

“We will continue to expand on our grocery selection to meet the evolving needs of our customers.”

Circle K currently has four stores in New Zealand, all in Auckland, offering fresh food, hot and cold beverages, fuel, car wash, and in some locations EV charging.

Teddy expands its delivery zones

Teddy grocery delivery, a popular new supermarket and grocery delivery service, has extended its Auckland delivery zones.

Communities out west in New Windsor and Blockhouse Bay, out south in Mt Roskill and Onehunga, out east in St Heliers and Panmure, and as far north as Takapuna and Northcote, can now take advantage of Teddy’s same-day delivery and popular $1 milk, and $2 bread offer.

Founder, Ricki Taiaroa, says that Teddy will continue to grow its core range in response to customer demand.

“The demand from our online customers to open up to these suburbs with our super quick delivery of great value groceries was so great, we knew we had to make it happen. We have also launched a mobile web version of the app after many requests.

“We recently added brands Kiwis love like INVIVO (also loved by Graham Norton and Sarah Jessica Parker), Brothers Beer, and SIM cards from Spark and Skinny. We also teamed up with Chop butchery to broaden our offer in our popular steak, sausages, and chicken categories.” But while the team is making these changes, it’s not all smooth sailing on the pricing front. While most Teddy customers insist their

retail pricing is fair, especially considering the convenience and free delivery offers, some have asked why prices are not on a par with the likes of Pak’nSave.

Co-founder, Chaz Savage, says that they have found the wholesale environment ‘challenging’.

“We’re not getting any real traction on competitive wholesale pricing. We’re not giving up though – we’ll keep chipping away until we can deliver the sharpest pricing and widest range possible.

“We’re talking with the major players regularly, including local and international suppliers, and 100 per cent support being involved in any regulatory or competition amendments going forward. We think we offer a unique perspective given what we’ve learned since launch. We want to make sure competition and innovation in this sector is embraced like we have seen in the telco broadband market. It only ends up with great outcomes for Kiwis.”

The bold move to expand the product range, extend delivery areas and open up about pricing pressures, underscores the company’s dedication to revolutionising the way Kiwis get their groceries in New Zealand.

convenience & impulse retailing
Teddy Founders Chaz Savage and Ricki Taiaroa

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