FMCG Business February 2020

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See what’s driving sales in the popular Bread category.

onto a winner! Visit for tips on how to do this, along with lots more recipe ideas to try in your household. You can find Farrah’s Wraps range in good supermarkets nationwide. New Zealand made and yeast and dairy free, Farrah’s Wraps (RRP $5.50) all come with a ‘won’t crack, won’t split’ when rolled promise.

A story with full flavour

As time poor consumers search more frequently for a variety of easy meal options, wraps are one of the key grocery items they’re reaching for. It’s not a surprise why – market leaders Farrah’s have continued to highlight the versatility of wraps through easy meal inspiration and step saving solutions for shoppers to ensure they become a staple in every New Zealand household. They’ve also continued to innovate with flavours to keep shoppers interested, like the three new on trend wrap products they launched in August - Mediterranean Tomato, Smoky Chipotle and Chia, Oats & Hemp. Most importantly the numbers back it up, with household penetration growing from 5.7% in 2011 to 27% in 2019 (Nielsen Homescan Data to 19/05/2019). Farrah’s Wraps were also named in the 2019 annual IRI State of the nation as the #1 growth brand in bakery small goods. The uses for wraps are limitless – they make a great substitute for pastry in homemade pies and sausage rolls, folded into a pocket they make burgers into a lighter option, and everyone who’s tried cutting the wraps and baking into chips knows they’ve stumbled 22


A family-owned company of Mediterranean origins, Lahmajou’s rise from honest, humble beginnings to become one of New Zealand’s largest specialised flat bread manufacturers and a major supplier to the New Zealand food industry is a tale of Kiwi ingenuity and authenticity. Giannis Michaelides set sail from Cyprus in 1966. He arrived in Christchurch with only the clothes he stood in, a wonderful smile and a healthy appetite for leavened bread his mother had taught him to make. But Giannis brought with him more than just his love of pita, he introduced to our pantries other wholesome, ethnic flatbreads from exotic lands and earlier times. The Giannis brand was established in 1991 and continues to go from strength to strength 29 years later. Giannis produce and supply an extensive range of Pita Bread, Wraps, Pizza Bases, Tortilla and Naan bread products that are available in the New Zealand market, including gluten-free options. “We are always looking closely at the market and consumer trends and will continue to develop new products to meet the market, supported by an extensive marketing programme across Giannis social media platforms,” says Lahmajou Sales and Marketing Manager Simon Rangihaeata. “This kind of honest-to-goodness philosophy, Kiwi No. 8 wire mentality, and refusal to compromise the integrity of the products is fundamental to the way the Giannis family will continue to run the business in 2020.”