FMCG SEPTEMBER 2011 by mediaweb

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september 2011 Volume 17 No 8 $9.15

THE BUSINESS OF MANUFACTURING • LOGISTICS • SUPERMARKETING

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A DVANC E

With adjusted levels of many vitamins and minerals

Plus 2 NEW antioxidants for HEALTHY EYESIGHT

Lutein and Vitamin A to help support healthy eyes

HEALTHY HEART

With Lycopene, Vitamin B 6 and Folic Acid to help maintain a healthy heart

Always read the label. Use only as directed. Vitamins are supplementary to and should not replace a balanced diet. Helps support immunity, healthy skin, energy and bone health. Pfizer Consumer Healthcare, a division of Pfizer New Zealand Limited. Level 3, Pfizer House,14 Normanby Rd, Mt Eden, Auckland, New Zealand. TAPS PP1187 Toll Free: 0800 447 400

Introducing Centrum Advance & Centrum Advance 50+ with adjusted levels of many essentials vitamins & minerals to help support multiple health benefits.

Plus 2 NEW antioxidants for HEALTHY EYESIGHT

HEALTHY HEART

Lutein and Vitamin A to help support healthy eyes

With Lycopene, Vitamin B 6 and Folic Acid to help maintain a healthy heart

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A DVANC E The role of a multivitamin is to supplement the diet, not replace it. If your customers lead a busy, active lifestyle and donâ&#x20AC;&#x2122;t always eat a balanced diet, Centrum Advance can help fill nutritional gaps in their diet.

Centrum Advance has a fresh new look, for greater impact on shelf: s A curved carton shape s Modernised Centrum logo s Benefit icons to help consumers easily identify the multiple areas of health that Centrum Advance can support

ENERGY

IMMUNITY

HEALTHY SKIN

HEALTHY EYESIGHT

BONE HEALTH

HEALTHY HEART

The launch of Centrum Advance will be supported with a huge

500k

three month media campaign, launching in September 2011, by the face of Centrum, Fast Ed (Celebrity Chef, Ed Halmagyi)

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SEPT-11

OCT-11

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FREE TO AIR STV

Always read the label. Use only as directed. Vitamins are supplementary to and should not replace a balanced diet. Helps support immunity, healthy skin, energy and bone health. Pfizer Consumer Healthcare, a division of Pfizer New Zealand Limited. Level 3, Pfizer House, 14 Normanby Rd, Mt Eden, Auckland, New Zealand. Toll Free: 0800 447 400 TAPS PP1224

Brilliant ranging, made easy

Taste the success of the Ingham Red Bag range, driving

strong and profitable growth in the frozen chicken category. Ideal customer trolley fillers to have on hand when watching RUGBY the next big^game. Breadth of Range – ensures wide consumer choice

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Freezer Presence – packaging and branding that displays effectively in any freezer environment Quality 100% – New Zealand premium chicken meat delivering popular consumer appeal Retail Support – significant and ongoing marketing support

For more information about the Ingham Red Bag range call Inghams sales department on 0508 800 785.

Editor’s note Industry news

Features 14

contents

6 8

SEPTEMBER 2011

Up Front

Labour of love An enchanting story about vanilla.

18 Flavours of New Zealand 20 Feel good factor

Trade aid can make the world a better place.

Category checks 24 Beverages 34 Frozen foods 38 Household cleaning products

Regulars 12

Fresh and local In season

17 FMCG Online 23 FGC

Red tape slashed – at last

What’s Hot New products in store

61 Subscription form 64 Snap

Spotted out and about

65 Diary

Your guide to upcoming industry events

OUR COVER Centrum Advance now has a new improved formula and a fresh new look for greater impact on shelf.

contents SEPTEMBER 2011

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

44 Foodstuffs Fresh Expo 2011 46 Product claims

Advice from the legal experts at HGM

48 Accounting for profit 50 Profile

Waste management solutions

Convenience store and oil channel updates

52 Untapped opportunities New ideas for forecourts

54 C-store industry news 56 Nargon

Is your team ready for RWC?

57 Directory

58 Feature

2011 New World Wine Awards

60 BWS industry news 63 Nargon

Trina Snow considers liquor law reforms

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e ditor ’s note Vol 17

No 8

SEPTEMBER 2011

issn 1175-8279

Incorporating

Serving the business of manufacturing, logistics and supermarketing

tamara rubanowski – editor editor@fmcg.co.nz

Juleigh buchan – account manager Ph: 09-529 3000, Mob: 021 140 3456 juleighb@fmcg.co.nz

peter corcoran – account manager Mob: 021 272 7227 peterc@mediaweb.co.nz

Trish day – BWS Account Manager Mob: 027 561 6556 trishd@mediaweb.co.nz

Production Manager Fran Marshall (09-832 0024) franm@mediaweb.co.nz

Design Cherie Tagaloa

Subscriptions subs@mediaweb.co.nz 09-529 3000 $90.00 a year (incl GST) for 11 issues Australia $150.00 Rest of the world $190.00

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Publisher Used on a white background

Mediaweb Limited PO Box 5544 Wellesley Street, Auckland 1141 308 Great South Road Used on a black background Greenlane, Auckland 1051 Phone 09-529 3000, Fax 09-529 3001 www.mediaweb.co.nz The opinions and material published in FMCG are not necessarily those of the publisher except where specifically stated. © 2011 Mediaweb Limited. ISSN: 1175-8279 (Print), 1179-8718 (Online).

Official b2b magazine for the Gluten Free Food & Allergy Shows.

Evolve or die The worldwide recession has led to a change in shopping behaviour. Value-for-money products, discounts and coupons are more popular than ever. Some consumers tend to spend less during their weekly grocery shop at the supermarket and then top up the most important supplies at neighbourhood stores if needed. The UK’s leading grocery players Tesco, Sainsbury’s, Morrisons and Asda have responded to new consumer trends and expect to open 400 smaller format stores across the UK this year. Will we see similar developments in New Zealand? The next few weeks should bring our retailers – large and small – good tidings, with thousands of visitors expected to arrive for RWC events. I hope everybody is well prepared for this significant opportunity, with sufficient stock and staff levels. Meanwhile, increasing food prices and rising unemployment have resulted in widespread discontent in other countries. Rioting has erupted in the Middle East, England and Greece this year, to name just a few of the hot spots. What will the future hold if access to food becomes more difficult? Will we adapt and evolve?

Tamara Rubanowski editor@fmcg.co.nz

Will we learn to use our resources more effectively? On that front, some good news this month: Glass recycling in New Zealand has increased to 68%, which is among the best recycling rates in the world for a voluntary approach to recycling. Trade aid can also help to make our planet a better place and we take a close look at some fairly traded products in this issue: Cocoa, sugar and vanilla (pictured above). So how will New Zealanders cope with the ongoing financial pressures and how will food producers and retailers respond to the many new challenges they are facing? Please take a moment to send me your thoughts. Every email received during September will be considered for publication and will go in the draw for a Liquorland gift card. Liquorland, which has grown from 18 to 80 stores in New Zealand over the past 30 years, has recently decided to evolve, with an eye-catching new look and fresh brand elements. For more news from the world of beers, wines and spirits see our BWS section, which starts on page 58. Keep an eye on our updates on fmcg.co.nz and foodnews.co.nz and enjoy this issue!

Email us and go in a draw to win one of these gift cards.

BRAND BUILDERS KNOW GLASS TELLS THE TRUTH. Nic Lecloux and two friends launched True Fruits in 2006. “When your philosophy is ‘true fruits, no tricks,’ the packaging has to have integrity,” he says. “Glass does. It’s clear, it’s natural, and it shows off our smoothies. Glass feels honest. That fits our brand.” GlassIsLife.com makers of honest, pure, brand-building glass packaging

news Quality Bakers opens dedicated gluten free bakery

Left to right – MP Tim Macindoe, Roger Gray MD Quality Bakers, Waikato District Mayor Allan Sanson.

Left to right – Allan Sanson, Tim Macindoe, Roger Gray.

A new gluten free bakery was officially opened in August by Roger Gray managing director of Quality Bakers, Waikato District Mayor Allan Sanson and MP Tim Macindoe. Quality Bakers New Zealand is filling a void in the growing market for gluten free products by opening the dedicated gluten free bakery at Huntly in the Waikato, 95 km south of Auckland. Quality Bakers New Zealand has invested more than $2 million in the new facility, which will have no products containing wheat, manufactured on site. The opening of the bakery represents a significant investment in the local community by New Zealand’s leading bakery production company. It comes after extensive work to create the best tasting gluten free products such as bread, slices, cakes and cookies. The new facility is also being supported by two well loved New Zealand brands, Vogel’s and Ernest Adams, whose new gluten free ranges will now be produced in Huntly. The new ranges include products such as Vogel’s 6 Seed Gluten Free Bread, Ernest Adams Gluten Free Raspberry Slice and Ernest Adams Gluten Free Chocolate Chip Cookies. Roger Gray, managing director of Quality Bakers New Zealand, says the company is excited about driving growth in the market for gluten free products, as well as its investment in the Huntly community. “The importance of gluten free products is growing as the number of New Zealanders affected by coeliac disease increases – there are also thousands of other people who choose to eat gluten free products for other reasons. “Quality Bakers recognised that people on gluten free diets were missing out on great tasting products. The new range of bread, slices, cakes and cookies are hard to distinguish with the gluten containing equivalents, which means gluten intolerant people can once more enjoy eating this type of product. “We are also delighted to be supporting the vibrant community of

Huntly with jobs that will put the town at the centre of gluten free manufacturing with products being delivered to consumers from the Cape to the Bluff,” he said. Sue Clay, development manager at Coeliac New Zealand welcomed the move by Quality Bakers to meet the growing demand for gluten free products. “It’s great that a major food producer is committed to catering to the many thousands of people eating gluten free products every day, and it is fantastic that iconic Kiwi products from brands such as Vogel’s and Ernest Adams are now entering the marketplace.” Coeliac disease in New Zealand affects a small percentage of the population and the numbers of those with the disease are slowly growing due to increased public awareness and diagnosis. As well as those who have coeliac disease or consider themselves gluten intolerant, many people are adopting a gluten free diet for a variety of other reasons.

FMCG september 2011

The importance of gluten free products is growing as the number of New Zealanders affected by coeliac disease increases. Quality Bakers provides New Zealanders with freshly baked goods daily from its production bakeries nationwide producing brands such as Irvines, Ernest Adams, Leaning Tower, Freya’s, Molenberg, Quality Bakers, Nature’s Fresh, MacKenzie High Country Bread, Vogel’s (under licence) as well as an assortment of specialty breads. The Vogel’s and Ernest Adams gluten free ranges are now available in supermarkets nationwide. l

n ews A New World for Auckland’s CBD Foodstuffs (Auckland) has announced the introduction of New World Metro to Queen Street, in the heart of Auckland City. The New World Metro store will be a fresh food mecca for Auckland’s central business district (CBD), offering a vast array of fresh produce, meal options, and bakery items as well as all the service and quality customers expect from a New World. Foodstuffs (Auckland) general manager Property Development Angela Bull says “The CBD is an exciting and changing environment. So many of our customers now live and work in the CBD, and this is just another way we can provide choice and convenience where it matters. New World Metro will be a fresh food destination for people in the CBD, and a new standard for metro-style supermarkets. The new store has an important role to play in

helping fulfil the city’s vision for a world-class CBD.” Entry to the New World Metro can be found on the ground floor of 125 Queen Street, opposite Shortland Street. Construction of the supermarket will get underway shortly, with a planned opening date of mid 2012, with more details to be announced nearer to the time. l

Image Net appoints ceo James Peoples, the managing director of Image Net, has returned to a full time role as ceo of the company. Peoples originally started the company 17 years ago. The ceo role incorporates the general manager position previously held by Shane Raymond. “The company is achieving rapid growth and I am excited to be involved with managing the operations to keep delivering the same high levels of customer service that we are known for. We have a number of new services that are proving of real value for our clients. It is an exciting time to be back,” said Peoples. l

New assessment tool for employers Research shows about four in every 10 New Zealand employees have difficulties with reading, maths and communication. The country’s poor adult literacy rates have long been considered a serious issue that costs business through accidents and injuries, high wastage, mistakes, missed deadlines and low productivity. The Department of Labour has now developed a new tool called Take the test to help employers assess the literacy skills of their workforce. Take the test is a leaflet designed to help employers work out – in just five minutes – if a business is affected by poor workplace literacy and numeracy. The Department of Labour’s Skills Highway information and promotion manager Lisé

Hutcheon says: “It collates the basic data a manager needs to talk about literacy and numeracy issues with colleagues. “An employer might find reading is a particular issue in the workplace. Alternatively, he or she may find writing, maths and oral communication are crucial skills gaps. “Overall, we want employers to use Take the test to measure the issues, as well as think about ways to address them.” For more information visit skillshighway.govt. nz/test. Take the Test is available online (as an e-book) and in hard copy. Email the Department of Labour for hard copies at skillshighway.govt. nz/contact_us.html l

Take the test, a Skills Highway publication from the Department of Labour.

september 2011 FMCG

news Judges ‘charmed’ by NZ Food Awards entries New gluten-free products that taste like the real thing are just some of the innovative foods the judges have noted in this year’s New Zealand Food Awards. The judges, led by renowned cook and food critic Ray McVinnie, appraised more than 100 products at Massey University’s Albany campus in August. The New Zealand Food Awards, in association with Massey University, celebrate food innovation and reward excellence in a range of categories – from gourmet snacks and confectionery, to packaging design, and research and development. The awards will be presented at a gala dinner at the Viaduct Events Centre in Auckland on October 19. Judge Dr John Grigor, a senior lecturer at Massey’s Institute of Food, Nutrition and Human Health, says one of the notable things about this year’s awards is the gluten-free products.

“They are obviously more in demand with food intolerances growing, but are very hard to get right,” he says. “There are a number of products, both cereals and breads that taste a lot like the real thing.” Chief judge Ray McVinnie says it is this type of innovation the judges are looking for. “We judge everything from taste, smell and mouth feel to packaging – the product has to appeal on every level,” he says. “We’ve got such good food to work with here in New Zealand so we get a head start on a lot of people. There are some pretty innovative, and I have to say charming, ways of putting food into packages this year.” Steve Mills of Progressive Enterprises says the packaging has been of a high quality. “Particularly with some of the products being re-sealable, so the customer can use some of the product and then re-seal it.” l

New group ceo for Hansells John McKay has been appointed as group ceo for the Hansells Food Group. The role was previously held by Ross MacKenzie who remains on the board of the company and, in his role as executive director, will focus his expertise in developing new products and categories for Hansells. McKay comes to Hansells after an extensive international career with Fonterra and American Express covering markets in Asia, Latin America and Europe. McKay said it was a great opportunity to return to New Zealand and work with an innovative team and in a company with huge growth opportunities. “It is a company with an inspiring ‘can do’ culture. Ross has driven that exceptionally well over the years and I will be looking to build on that. There are great growth opportunities in New Zealand and in export markets, particularly in Australia,” said McKay. l John McKay.

ERRATUM / CorrecTION Due to a technical error in the article entitled “Perfect Protein” (FMCG August 2011 issue) the word ‘never’ was omitted in a sentence on page 20. The error distorted the meaning of the sentence, giving the impression that the Eco Egg Co was involved in cage egg production. We apologise for this error. Genuine free range and organic eggs from the Eco Egg Co have indeed no connection whatsoever to cage eggs and Eco Eggs

FMCG september 2011

remains committed to the environment, the welfare of animals and the production of healthy and nutritious farm fresh foods free of artificial supplements. In general our error rate at FMCG is low compared to other publications; but occasionally a mistake slips through our proofreading system. We thank Mike Schellkes and the team at Eco Egg Co for bringing this oversight to our attention. l

n ews Continued success for food trade fairs in Mumbai The exhibitions, ‘Annapoorna – World of Food India’ and ‘International FoodService India’, will take place from 16-18 November 2011 in Mumbai. With approximately 230 exhibitors from India and abroad, the trade fair duo will serve producers, suppliers, importers and exporters of the rapidly growing Indian food and beverage industry. Annapoorna – World of Food India’s powerful line-up of suppliers, and pavilions from around the world, gives trade visitors the unique opportunity to meet with suppliers from countries such as China, Germany, France, Korea, the Netherlands, Russia, Spain, Singapore, South Africa and the US, joining regional suppliers from the Indian subcontinent. For the first time, Annapoorna – World of Food India will welcome national pavilions from Canada, the US and Tunisia. The Indian overall food consumption market is forecast to climb from US$155 billion in 2005 to US$344 billion in 2025 – with compound growth at 4.1%. Growing incomes, falling poverty, changing lifestyles and companies racing to capture India’s middle and upper-middle class consumers may lead to dramatic changes in the food market, in the coming years.

At the previous edition of Annapoorna – World of Food India, which was held in Mumbai in 2010, 182 exhibitors from 19 countries presented their products. A total of 6053 trade visitors, including top buyers from India’s leading trading companies and hotel chains, took this opportunity to gather information and place orders. Among the visitors were buyers from Reliance, Spencers, Tata Westside, FoodBazaar, HyperCity, Carrefour, Nature’s Basket, Taj Hotel Group, Emke Group UAE and Tesco. Further information is available at www.worldoffoodindia.com. l

Genuine Free Range and Organic Eggs from the Eco Egg Co Ltd – no connection to cage eggs

september 2011 FMCG

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

ON THE WAY The first West Coast whitebait. Artichokes and tangelos and maybe even spring.

IN THEIR PRIME Kahawai, piper, blue and silver moki, also fresh ling and hoki and scallops and Pacific oysters. Lots of citrus: lemons, limes, navels, and mandarins. Still some yams, parsnips and the last of the best Brussels sprouts. Cervena if you have customers who can afford it, and well-priced veal.

FMCG september 2011

SEAFOOD Kahawai Still a good time for kahawai. These will be ring-netted fish and therefore damn fine quality. Ling The fresh season for ling also started in June and will run until November, this is a fine fish when eaten fresh. Moki (Blue and Silver) The season for this beautiful fish is again under way and this is a very good option at this time of year, reasonably priced too. Turbot and brill come from the west coast of the South Island and have always been a specialty in the area but now a few of these wonderful large flatfish are turning up in our other fresh fish markets. Warehou This is another southern species. The main season is on and the price is always reasonable.

MEAT We can expect a short term drop in prices for most New Zealand red meat over the next month. Sheepmeat All schedules are still high from a historical point of view but there are signs that with an increasing lamb kill, and the currency is also having an impact, the golden run of lamb price rises for New Zealand farmers has finally ended. Schedules are easing, but at $7.23 per kg this price is still over $2 per kg ahead of last year. But at least this means prices will ease in the short term. The early season lambing has started in Canterbury, Marlborough and Hawkes Bay with reports that sheep are in good condition. But some of the scanning results have been lower than hoped for, and with the nasty cold snap hitting these traditional areas hard in mid August early lamb numbers may turn out to be below expectations. Saleyard prime lamb sale prices are easing in the north, and volumes and prices for store stock also seem to have peaked. Beef Most beef chains have been

closed for winter maintenance but there will be improved throughput from now on, hopefully. Local trade prices for beef are still high but dropping, driven by overseas (US) trends. Even though only half our beef is traded into the United States, the US currency underpins the beef price and the debt problems that have affected that country are impinging on NZ farmer returns. One exporter has calculated that on a 300kg beast the weak US dollar has cost New Zealand producers over $200 per head. This coupled with the drought in the United States bringing more animals for slaughter in the next few months will mean beef prices could very well be lower, at least in the short term. However, medium to long term export prospects look sound on the demand front so don’t hold your breath for continued lower prices for beef. But the whole ‘beef price thing’ will be mainly determined by the strength or weakness of the US currency. For all that our grass-fed beef is the best in the world and is worth every damn penny we have to pay for it. Want a good example – check out Harmony Food’s organic free-range beef range. I recently did another tasting of this beef and it was perhaps the best beef I have bought in a very long time, and at a price commensurate with other beef available. Cervena Marketing this product as a healthy niche meat choice seems to be working, and stable breeding numbers and production that is forecast to grow by 5% next year looks very sustainable. Less older animals are now being killed and the weighting of the schedule allows increased returns for better weights. A $9 + spring schedule looks likely and good autumn and winter conditions (barring the snow glitch mid August) should have allowed growth rates to achieve targeted yearling weights.

A few good mobs of hinds are now reaching values ahead of schedule so the cull of breeding stock is reaching an end and moderate growth in numbers should resume. Veal This is the bright spot for meat from hoofed animals and is the best value for money at this time of year though it does have a very short fresh season; only months, so make the best of it. The large number of dry stock farms converting to dairy has had the positive effect for our industry; that of putting a lot more veal products into the marketplace giving us good supply and softer prices. The dairy industry produces 2.5 million bobby calves per year and most of them are turned into veal mince, but a good number are finished for white veal and a new product called Rose veal. Rose veal is a gourmet product – the result of five months of fattening calves – giving smallish succulent primal cuts such as racks, shortloins, scotch fillets etc. This veal is very juicy and so tender that even lesser cuts such as topside are also suitable for fast cooking methods. Keep an eye out for this veal as it will be available this spring. Pork Freedom Farms offers what is described as ‘Free Farmed’ New Zealand pork; this is a consistent and excellent product. Their pork products are all RSPCA certified and guaranteed to come from very happy pigs. With all the noise about pig welfare at the moment more and more customers are looking to this type of product. Another fine range of pork, actually free range is from Harmony. Processed meat So just another note on a couple of the better processed pork suppliers from 100% New Zealand pig producers that care about their animals. Freedom Farms bacons and hams are an excellent product from stress free New Zealand pigs. Harmony Foods is producing great small

goods, cured products, salamis, and a range of dry cured bacon and ham – for my money some of the best in the country. Also check out their ready-touse range of pork ribs.

FRUIT Apples Only a couple of months’ supply left and then it is imported rubbish. Avocados The new season Hass and Hayes (pebbly skinned), our best avocados are here. However, with the weather we have had this August it is reasonable to expect the new season prices to be strong and the quality will be variable. Citrus This is the time for our local citrus varieties. Tangelos will be the best buying from mid to late September. Pears There will be a Kiwi pear or two about but they are deteriorating from now on. The nashi holds on a little longer. Imports are here though. Stonefruit It is all the imported pretty (but pretty tasteless) stuff at present. Just two or three more months to wait though and we will see the first of the local early fruit again. Strawberries The first New Zealand strawberries arrive in a month or so. It seems this fruit hits the market earlier each season.

VEGETABLES What with the flow-on effect from the filthy mid August weather expect tight supply for early spring vegetables and all prices to stay firm for another month or two. As with last month best buying are carrots, parsnips, swedes, the turnips including Kohlrabi, celeriac, main crop potatoes and, believe it or not, towards the end of the month the first new potatoes, so all round it is

a good month for root vegetables. Yam and fennel bulb are good quality but pricey. Brown onions and leeks are in good nick and good buying but good Kiwi garlic is still bloody expensive. Artichokes (globe) The first globes will be in the markets in a month or thereabouts with supply increasing over spring. Asparagus The first New Zealand new season spears will be here any minute and it only gets better. Early prices will as usual be exorbitant but soon fall back and then it is four months of sheer bliss as shoppers go crazy for them. Herbs All the fresh herbs except tarragon are available all year, but with the bad weather prices for all the annuals are still up and will stay up until October at least. Kumara All varieties of the last season’s crop are starting to lose a little quality but don’t appear to be too woody yet, so it is going to be up to you to demand the best available.

september 2011 FMCG

Labour of love An enchanting story about vanilla.

Jennifer and Garth Boggiss.

FMCG september 2011

ot so long ago, in a country not too far from our shores, this story began with a gift of land from a Tongan chief and the partnership of two Pacific families, united by a passion for the world’s most sensual and exotic flavour and aroma. The gifted land turned into an aid project and then into a flourishing business. Heilala Vanilla director Jennifer Boggiss and her family fell in love with the unspoiled Vava’u Islands in the Kingdom of Tonga and the beautiful people there. “Using our horticultural background and research facilities in Tauranga New Zealand, a thriving vanilla plantation came to pass,” says Jennifer. Jennifer and her husband Garth started Heilala Vanilla in 2002 together with Jennifer’s father John Ross, a retired dairy farmer. They still own and operate the business today. The family started working on the dormant piece of gifted land in Utungake in Tonga, but little did they

know at the time that the piece of land was destined for something new and exciting. John and Garth used their horticultural know-how to kick start a vanilla plantation and began researching countries around the world that grew vanilla, in the narrow band 20 degrees on each side of the equator. The plan was to help to provide the locals with employment and they all hoped that the demand for vanilla would blossom. It then took three years to develop and nurture the vanilla vines through the ongoing art of careful training, weeding and looping, all while ensuring organic sustainable farming was being practised. John who was once a frequent holiday maker to Tonga is now virtually a local, spending up to six months a year at the Tongan plantation. In 2005 the first 40kg harvest of vanilla pods was ready. Since then the plantation has gone from strength to strength, harvesting two tonnes of vanilla in 2010. All the hard work and tender care

featu re Vanilla beans drying in the sun. This process takes three months and the vanilla is then shipped to Heilala Vanilla in NZ for processing.

Beans partially dry and fully dry, ready to ship to Heilala NZ.

The vanilla flower opens for only one day each year and must be hand pollinated within four hours, otherwise the flower dies.

has resulted in the richest grade of vanilla in the Asia Pacific region with its distinctive aroma, shine and plumpness coveted by chefs all around the world. The annual crop is brought back, from Tonga to New Zealand, to the company’s base in Tauranga, where Heilala Vanilla extract is made using only vanilla beans, water and alcohol. The vanilla paste has a very small natural seaweed extract (under 0.5%) added to suspend the seeds in the extract. Heilala Vanilla is then packaged for each order: the pure extract and vanilla paste, syrup and vanilla bean sugar are manufactured and dispatched to chefs, gourmet food manufacturers and a selection of specialty retail outlets. The plantation has now matured, but the research and development of more exciting 100% pure vanilla products is ongoing. The practice of true sustainability with the local village also continues and has enabled resources for education and infrastructure, which the community otherwise may not have had. The plantation is

recognised by the local Agriculture Ministry as a true example of a Pacific partnership in practice. “There is a strong fair trade story to our brand,” says Jennifer.“Establishing the plantation in Vava’u Tonga has provided employment for the village together with resources that have provided running water, housing, and facilities for education of the children in the village.” Jennifer’s family has a small plantation in Tauranga, which is a great opportunity for chefs to come and visit and get a feel for the most labourintensive crop on the planet. Heilala Vanilla is of the Bourbon variety, the richest grade of vanilla in the Asia Pacific region. Growing and processing vanilla calls for lots of tender love and care. Jennifer explains: “The most perfect and natural growing environment meant that we were off to a good start. Add to this our organic growing principles and you get vanilla grown in organic virgin soil, on coconut husk frames, hand pollinated and dried under the Pacific sun, then stored at optimum

conditions to ensure full flavour develops.This is what gives100% Pure Heilala Vanilla its distinctive aroma, shine and plumpness.” Heilala Vanilla is now ranged nationwide, including Gilmours, Farro Fresh, Sabato and various New World stores. The multi-award winning Heilala Vanilla products have received praise from celebrity chefs such as Peter Gordon and earlier this year Heilala Vanilla Ice Cream was entered in the annual ice cream awards, held by the New Zealand Ice Cream Manufacturers Association. The ice cream, which is produced by Auckland-based company Zest, shared joint honours in the premium vanilla ice cream category with Deep South Ice Cream. Jennifer says it is fantastic that the ice cream has been recognised by industry experts.“Vanilla is such a delicate flavour and is very difficult to get just right. However, our Heilala Vanilla Paste used in the ice cream has resulted in the perfect vanilla flavour.” september 2011 FMCG

Q&A The team at Heilala Vanilla is now committed to obtaining organic certification of the plantation in Tonga, through BioGro New Zealand – a three-year process. FMCG editor Tamara Rubanowski caught up with Jennifer Boggiss to find out more. How is the BioGro certification progressing? We are working with the Tongan government on formalising a group of vanilla growers – a cooperative for the vanilla industry in Tonga and once the group is finalised we will then commence organic and fair trade certification, of which Heilala Vanilla will be the main grower.

Did you know . . . Vanilla is one of the most labour intensive agricultural products in the world. Vanilla is the only fruit-bearing member of the orchid family and has a fascinating history, which has been recorded over 2000 years. The large orchid plants bear a small yellow flower and on the day of opening the flower must be hand pollinated. Approximately nine months later a fully grown green bean is ready for harvest. This green bean then undergoes a complex drying and curing process where the actual vanilla flavour develops and the bean eventually turns dark brown or black.

FMCG september 2011

How difficult and how expensive is organic certification? Will it be a worthwhile investment, in your opinion? Vanilla is grown inherently organically anyway, so it is just a formalisation of current practices, along with fair trade certification, the principles of this are the foundations and practice of Heilala Vanilla.We aim to achieve certification in both these practices to assist our market entry in the US and UK. To gain access to these markets requires more than just our unique ‘brand story’, we need strong and tangible credentials for these markets. How many people are working in the plantation in Tonga now? HeilalaVanilla started as an aid project, to develop a piece of land and provide employment for a village in Vava’u Tonga. Alongside the establishment of the plantation we also completed various infrastructure projects that benefited the surrounding villages (for example water projects – we had to install running water for the vanilla plantation and this infrastructure was then rolled out to nearby villages). During the peak of the season we would employ up to 20 people from various families in the villages, during the rest of the season we employ on average five members of the extended Latu family. We have also sponsored various members of the family to come and stay with us in NZ, so they can see what happens at the NZ end of the Heilala Vanilla operation. How many jobs have you created with your operation in Tauranga? Currently we employ five (we started with one in 2008) full time with additional casual staff employed as required to meet export orders.

Where are you exporting your products? Australia is our main export market; our most recent success in this market is listing at Thomas Dux stores (Woolworths’ high end stores – five in Victoria and six in NSW). In March this year we sent our first export order to Williams Sonoma (a high end US food and cookware store), a great accomplishment – we are the first NZ food company to sell direct to this premium retail group! Are you still looking to expand your distribution in NZ supermarkets? Yes, currently we are selling into Foodstuffs Auckland and Wellington after listing over the few months – so we will be covered in New World stores in the North Island and plan to commence with New World stores in the South Island later in the year. What’s next? Focusing on building our current export markets – Australia and the US (with hope the exchange rate will eventually move!). The aim is to build a globally recognised premium vanilla brand – taking a true South Pacific partnership to the world. Any new products in the pipeline? We always have new products in the pipeline… we have two projects that we are currently working on with Massey University Food Technology and hope to launch these next year. Heilala Vanilla is focused on 100% pure vanilla, vanilla is what we grow and what we know, so we will be expanding our current product range both in retail and food service.

What’s online

fmcg.co.nz FMCG has a few web exclusive features to get you clicking.

Ear tags and traceability

GS1 New Zealand chief executive Dr Peter Stevens takes a close look at biosecurity issues and explains it all on fmcg.co.nz/features/opinion

Girls come out on top Which talented young women have just been named New Zealand’s best young butchers? Ashley Gray from Retail Meat New Zealand reports the details online.

New Products From flavoured Craisins to Smirnoff Signature Serves – take a sneak peek at some of the latest product launches online.

Are you getting what you want? Many NZ food manufacturers fail to provide consumers with enough detail on product labels. We reveal the findings of an interesting new study on fmcg.co.nz

warning labels Are they a waste of space on alcoholic beverages? Foodnews editor Keith Stewart considers this in his column on fmcg.co.nz/ features/opinion

PL US

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

Flavours

of New Zealand An exciting research programme is looking for new industry partners.

ew Zealand is a country rich in indigenous flora and fauna, with a strong connection to the land and its many plants. In much the same way as the New Zealand tourism industry has sought to capture the unique nature of this country, NZ food industries are now looking at the opportunities that native plants may offer and using traditional M ori knowledge to create new niche products. Food technologists from Plant & Food Research have been working with the country’s largest M ori Business Network, the Federation of M ori Authorities (FoMA), to explore how traditional uses of native plants for food flavours might lead to new uniquely New Zealand flavoured products for the food industry. The research programme ‘Flavours of New Zealand’, is funded by the former Foundation for Research Science & Technology (Te Tipu o te Wananga), now the Ministry of Science & Innovation (Te P naha Hiringa Whakaea). The programme uses M ori knowledge of indigenous plants, such as kawakawa, horopito and manuka, to identify and extract flavours that can be incorporated into new ingredients and food concepts 18

FMCG september 2011

with a distinctive New Zealand taste. The aim of the programme is to create new and novel flavours and food ingredients in order to develop distinctive New Zealand food products for niche, high-value export markets. The research screens native plants for unique flavours, as well as variations caused by geographical source and growing conditions; uses chemistry techniques to identify the aroma and flavour compounds present; sensory evaluation to determine the key combinations of compounds that provide the best flavour; and develops extraction methods that can be scaled up for industrial use. The research is also working to establish optimal cropping conditions for the target plants and to inform breeding programmes focused on producing cultivars with high concentrations of the desired compounds. “By exploring the M ori knowledge base for new innovations, we’re looking to create new opportunities for Iwi business and the New Zealand food industry,” says Timoti Pahi, M ori relationship leader at Plant & Food Research. “It is another step in adding a truly New Zealand indigenous dimension to our food products as they enter a global market seeking regional differences.”

FoMA members were involved early in the research programme, helping to identify native plants and source appropriate raw materials for the study. By partnering with the research team FoMA companies will also be some of the first to manufacture, market and distribute New Zealand flavoured products to export markets. Flavour extracts developed by the programme can be incorporated into commodity-based export products, allowing New Zealand food companies to export high-value, primary sector based products to targeted niche markets. The goal is to provide economic benefits all along the supply chain: from M ori entities with native forests who can supply raw material, to ingredient processors and product manufacturers, marketers and distributors with an export focus. Having started the programme with more than 20 potential plants, manuka, kawakawa, nau, horopito and taramea were selected as the top candidates. Plant material has been harvested under guidance and approval of local M ori, and extracts from these have been produced and tested in product concepts such as sausages, beverages, and dairy products.The research results

The aim of the programme is to create new and novel flavours and food ingredients in order to develop distinctive New Zealand food products will allow the development of extracts that are sourced sustainably, economically viable, consistently-flavoured, stable and in a concentrated flavour form that is compatible within a given food formulation. Identification of key chemical compounds has been essential for this refinement and scientists at Plant & Food Researchâ&#x20AC;&#x2122;s Otago Universitybased site have been instrumental in carrying out the specific plant extract research. The Pukekohe-based company Cuisine Resources NZ has been working with Plant & Food Research and FoMA in the project and has begun producing some of the flavour extracts. The programme is now looking for further industry partners who would be interested in developing and launching New Zealand flavoured products, initially with manuka flavour, which is the furthest down the development pathway and closest to market. Manuka has a pleasant aroma and flavour which has been described as lemony, citrus, ginger and spicy.

16 - 18 OCT 2011 Viaduct Events Centre

Take a journey of discovery

See how food innovators are combining New Zealand science and technology with world leading manufacturing to develop and commercialise food ideas for markets here and around the world.

Register to attend today nzfoodinnovationshowcase.co.nz Carl Massarotto is business support manager, Plant & Food Research Rangahau Ahum ra Kai. carl.massarotto@plantandfood.co.nz september 2011 FMCG

Feel good factor Trade Aid can make the world a better place.

Rosario, Conacado, Dominican Republic.

FMCG september 2011

hen a home baker puts the finishing touches on a mouth-watering chocolate cake, the fate of sugar and cocoa growers in faraway countries – or the impact that sugar and cocoa production can have on the environment – could seem like the furthest things from their mind. For the team at Trade Aid, however, who know that many small-scale farmers around the world struggle to make a living out of growing many of the foods we love, a feel-good chocolate cake provides the perfect opportunity for conscious New Zealanders to make the world a better place. The Christchurch-based fair trade organisation imports an increasing volume of fairly traded foods every year, most of which are also organically grown. With the increasing popularity of Trade Aid’s Sweet Justice range of fair trade organic sugar, cocoa powder and drinking chocolate products, Kiwis are showing their support for a kinder world and a healthier planet. “Our Sweet Justice range sales have really taken off,” explains Grant Childs, Trade Aid’s food sales manager. “People say they love the quality of our range, the story behind our products, our close connection with farmers, and that they love supporting a not-for-profit organisation while eating delicious food in return. They see the organic and additive-free nature of our products as another big plus.” Trade Aid’s organic sugar comes from the Manduvira sugar cooperative in the South American country of Paraguay.While most of the world’s sugar is routinely sprayed with many different chemicals to boost production – chemical run-off from sugar

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spraying has had a serious impact on such natural environments as Australia’s Great Barrier Reef and the Florida Everglades – the farmers of Manduvira are using fair trade to improve their incomes without taking a heavy toll on nature. By maintaining organic production methods, they have a plan to protect their soil while still earning better returns than they have traditionally achieved. So far, the plan is working well. Their families are eating better, and the sugar farmers’ children are staying in school longer. Organic production provides more jobs for the local economy and does away with practices such as burn-offs, which are common in sugar cane fields, but which reduce soil fertility and emit carbon dioxide into the atmosphere. “Since joining the co-op and selling my sugar to fair traders, my family has seen lots of benefits,” explains Jose Rivas, a member of the Manduvira cooperative. “I get better prices, I get paid on time now, and we have much better

access to health facilities these days. I can use the co-op’s own tractor to prepare my fields and this saves a lot of time and money. I’ve helped my oldest son, Jose, into college where he’s studying to be an agronomist. None of this would have been possible without the support of the coop’s fair trade customers!” Manduvira now has plans to gain even greater benefit from the sale of their sugar – plans are afoot for the cooperative to build their own sugar mill, which would eliminate their reliance on the hard-nosed local processors who charge them high prices to mill their sugar cane and who historically make much greater profits than the farmers. Trade Aid’s organic cocoa comes from the Conacado cooperative in the Dominican Republic. Like Manduvira, Conacado’s farmers have worked hard together to find a better market for their product, and recently they took the significant step of purchasing their own cocoa processing factory. Now, rather than sell their cocoa beans in raw form to large European or US-based

Third Party Audits Laboratory Testing Industry Training ®

Ronny Jimenez and Monica Manzueta remove cocoa beans from pods in the Dominican Republic.

Freephone 0508 00 11 22 www.asurequality.com

feat ure

Jose Riva in sugar cane fields in Paraguay.

Sugar harvest in Manduvira, Paraguay.

processors, they gain a larger share of the value of their cocoa by exporting powder to Trade Aid and other fair trade buyers around the world themselves. Having struggled to cover their production costs in some years, due to the low prices they got on selling their cocoa beans to street traders, this is a great achievement – and their cocoa powder is now earning a reputation as one of the world’s finest. “The prices I receive are more stable now that I’m a member of the cooperative,” explains Nicolas Manzueta.“I used to live with the rest of my family but with the security of better returns, thanks to the fair trade market, I’ve now been able to build my own house.” Their local community has benefited, too. Conacado has used fair trade sales to fund an impressive number of projects – building classrooms, providing medicines for local health clinics, and helping to build hundreds of water tanks that save local residents the long walk to collect drinkable water from distant springs.

Although cocoa production is often synonymous with poor working conditions and even child slavery, farmers at Conacado fare much better. They are improving their own lives by accessing fairer trade and now have more confidence in the future of cocoa farming at a time when many farmers around the world are unable to afford to pay for basic improvements on their land. Organic production also enables Conacado’s farmers to live much healthier lives than the millions of conventional cocoa farmers who regularly handle and spray toxic chemicals onto their plants. Trade Aid’s Sweet Justice range is completely additive-free; the drinking chocolate is a simple and delicious blend of only organic sugar and organic cocoa and will suit many different diets. Simply by baking brownies or chocolate puddings using Sweet Justice sugar and cocoa, bakers can help protect the planet and improve the lives of Jose, Nicolas, and many others like them at the same time.

Trade Aid certification AsureQuality currently undertakes organic certification audits for Trade Aid to the AsureQuality Organic Standard. The annual audit also includes a contracted food manufacturer located in Oamaru which packages imported bulk cane sugar, drinking chocolate and baking cocoa products into retail Trade Aid branded packaging. The local auditor in Oamaru audits the contracted food premises and auditors in Christchurch carry out the audits for main importation, storage and distribution premises. In addition, AsureQuality also undertakes Independent Verification Agency (IVA) Phytosanitary inspections for its export plant products (re-export of green beans to the Middle East). AsureQuality inspects plant products

FMCG september 2011

under their MAF approvals so that a MAF plant health (Phytosanitary) certificate can be issued for the purposes of providing an official assurance that the export product meets the plant health requirements of the importing countries. In the past AsureQuality has also undertaken a Flo-Cert Trade Certification Inspection (audit). The purpose of this inspection is to confirm Fair Trade licensees’ compliance with FLO Fair Trade Standards and Policies. AsureQuality is contracted by Fairtrade Labeling Australia and New Zealand (FLANZ) to undertake audits on licensees in NZ. After inspections have been completed the AsureQuality auditor sends a full inspection report to

FairTrade Labeling ANZ (FLANZ). FLANZ reviews it and provides the operator with a copy of the inspection report including FLANZ’s conclusions. AsureQuality is a commercial company owned by the New Zealand Government. It provides food safety and biosecurity services to the food and primary production sectors.

fgc

Red tape slashed – at last Katherine Rich reflects on some long overdue changes. New Zealand often takes pride in being a world leader. However, up until August 1, 2011, we had the dubious honour of being the most over-regulated jurisdiction when it came to applying the same restrictions to a range of everyday grocery items, such as fluoride toothpaste, acne cream and anti-dandruff shampoo, as we did to prescription medicines. While no-one doubts the need to ensure the safety of our medicines, our medicinal and sanitary regulations were manifestly excessive when applied to these ‘related products’. Government ministers correctly called our system “ridiculous”. For over 30 years, low-risk products like nappy rash cream, Listerine and Brylcreem were unnecessarily double-regulated. As a result, companies were often reluctant to go through the extensive and expensive process required to get approval to put new products on the shelves. Kiwi shoppers were denied access to many items freely available in Australia and around the world. International executives were frankly bewildered by our clearly excessive regulations in this field. The Food and Grocery Council has long argued that these restrictions were unnecessary and should never have been put in place. Our members have been frequently frustrated since this debate began in 1984. We have seen determined lobbying from groups looking to have even more everyday items placed on the medicinal register, always in the name of public safety. The Council has never accepted there is a genuine safety issue here. We welcomed the Government’s new Medicines Act regulations, which came into force at the start of August. These have removed the worst of the restrictions. Consumers should already be seeing a greater choice of products on the shelves and the increased competition should create millions of dollars in savings for Kiwi families. Related products are a substantial retail category with about $90 million of sales each year. This is expected to increase in the wake of the changes. In terms of safety, it is important to note that the related products which have been sensibly removed from regulation under the Medicines Act are still required to meet strict product standards administered by the Environmental Risk Management Authority. In similar

Katherine Rich, CEO, NZ Food & Grocery Council. Email: Katherine.rich@fgc.co.nz

markets such as Britain and Australia there have been no safety issues with related products being sold outside the pharmacy medicine framework. Although the changes are positive, it is concerning how long it took to eventually apply common sense to our regulatory regime.This has been an issue for around 30 years and the changes were long overdue. We did work constructively with officials but found progress to be slower than hoped. Every change of government saw the Ministry of Health given differing priorities and this slowed the work. After meeting with Ministers, the current Government acknowledged the need for change and gave work in the area a higher priority for officials. Even with this, it still took two years for the new regulations to finally be implemented because so many other amendments to the Medicines Regulations had also backed up; creating an amendment package that became more and more complex each year.

Consumers should already be seeing a greater choice of products on the shelves and the increased competition should create millions of dollars in savings for Kiwi families. This issue demonstrates that governments need to legislate and regulate with great care. Governments also need to maintain the currency of legislation through regular amendment. Well-meaning policies can have extensive unintended consequences which can take a long time to reverse. Government is a very slow ship to turn. The Food and Grocery Council is pleased this long saga is over, business will be easier to do here and consumers will finally get the choice they deserve. We simply wish it had not taken so much time and effort to correct what was clearly an absurd situation. september 2011 FMCG

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Designer drinks New flavours, healthy ingredients and energy boosts are among the key trends in beverages. FMCG talked to some of the stakeholders in this category.

remium New Zealand beverage company Ti Tonics launched its range of premium iced teas in New Zealand and Australia last year. Ti Tonics founder Dr Tracey King says Ti Tonics iced teas use only natural ingredients and contain polyphenols – antioxidants that harness the numerous health benefits contained in green tea or the skins of fruits and vegetables. Ti Tonics are sweetened naturally and each drink contains approximately 100 calories per 350ml serving (20% less sugar than most premium juices on the market that don’t use artificial sweeteners). Dr King, who holds a PhD in Health Psychology, says significant research was undertaken to create the Ti Tonics range.

Looney Tunes a new hit in NZ

Ti Tonics founder Dr Tracey King.

Looney Tunes Spring Water Range is now available from New Zealand Pure Water in both a 400ml and 1.5L size. The Looney Tunes Range started hitting the grocery shelves in early July and has progressed well since then. “It’s very early days but the feedback from supermarket managers is they are pleased with the initial sell through,”

FMCG september 2011

comments New Zealand Pure Water director Kyle Osborne. He adds: “We have plans to extend the range just in time for this summer; these range extensions are well underway.”

Baker Halls Baker Halls Fruit Syrups are available in 18 skus on supermarket shelves nationwide. There are 16 flavours under the brand segments Original (Lemon & Barley, Orange & Barley, Lime), Low-Cal (Lemon & Barley, Orange & Barley, Blackcurrant, Lime), Premium (Blackcurrant, Apple & Pomegranate, Blackcurrant & Goji Berry, Cranberry & Blackcurrant, Lemon Lime & Bitters, Mango & Passionfruit) and the new Kids range (Blackberry Squirt, Tropical Spurt and Lime Squeeze). There is also an extra-value 2-Litre option (available in Lemon & Barley and Orange & Barley). Communications manager Lauren Thompson said: “Most recently Baker Halls launched the new Kids range – Fruit Syrups specifically made to mix with either milk or water.The exciting innovation is a first for New Zealand and an example of how Baker Halls is championing the cordial category, energising sales and driving category growth with new cordial shoppers

entering the market and incremental purchases from existing consumers. She adds: “Previously in Quarter 4 2010, Baker Halls re-launched its Blackcurrant range; Original and Low-Cal were reformulated to boost flavour and the Blackcurrant & Goji Berry 750ml was introduced – a fruitfirst in the beverage category, stimulating a popular flavour variant in the category.” She says:“With the full support plan underway for Baker Halls’ Kids range, we’ve already seen good traction across the country, particularly in the South Island where there is a strong thirst for milk. Consumer engagement will be activated including a national sampling campaign – consumers are delighted with the taste of the fruit syrups when mixed with milk; there’s a flavour that will find favour with families and we’re encouraging all three flavours are tried as each are equally delicious.” Thompson said: “Blackcurrant & Goji Berry is a popular taste among shoppers, converting into purchases after trial – the skew in sales towards Blackcurrant/dark berry flavours over the colder winter months works favourably for this flavour variant. Blackcurrant & Goji Berry is continuing to grow in value & volume market

beverages

THE BREAKDOWN

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Current MAT to 17 July 2011 Total Fruit Juice & Drinks: $138.655m Value % Chg vs YA 2.7 Total Fruit Juice Shelf Stable: $104.478m Value % Chg vs YA 2.6 Total Fruit Drinks: $25.020m Value % Chg vs YA -4.1 Total Vegetable Juice: $9.157m Value % Chg vs YA 28.9 Total Milk Drinks: $40.445m Value % Chg vs YA 6.5 Total UHT Flavoured Milk: $11.956m Value % Chg vs YA 20.2 Total Soya Milk: $19.253m Value % Chg vs YA 1.2 Total Other Non Dairy Milk Substitutes: $6.500m Value % Chg vs YA 6.8 Total Milk Shake Flavourings: $2.737m Value % Chg vs YA -6.3 Total Sports Energy Drinks: $95.429m Value % Chg vs YA 16.1 Total RTD Energy Beverages: $63.469m Value % Chg vs YA 14.6 Total Sports Drinks: $29.428m Value % Chg vs YA 22.1 Total RTD Other Beverages: $2.023m Value % Chg vs YA 6.2 Total RTD Energy Shot: $195,645 Value % Chg vs YA -63.0 Total Non RTD New Age Beverages: $313,129 Value % Chg vs YA 23.2 * Nielsen New Zealand ScanTrack (Databank)

Total Water: $49,239m Value % Chg vs YA 17.6 Total Non Carbonated Mineral Water: $40.090m Value % Chg vs YA 19.0 Total Carbonated Pure Mineral Water: $5.814m Value % Chg vs YA 8.1 Total Carbonated Flavoured Mineral Water: $3.335m Value % Chg vs YA 19.1 Total Carbonated Beverages: $307.450m Value % Chg vs YA 8.6 Total Carbonated Soft Drinks: $277.048m Value % Chg vs YA 8.4 Total Carbonated Mixers: $22.213m Value % Chg vs YA 8.6 Total Carbonated Fruit Juice: $8.190m Value % Chg vs YA 17.2 Total Chilled Beverages: $51.711m Value % Chg vs YA -0.0 Total Fruit Juice Chilled: $30.887m Value % Chg vs YA -4.7 Total Fresh Flavoured Milk: $20.824m Value % Chg vs YA 7.7 Total Cordials & Syrups: $47.937m Value % Chg vs YA 6.1 Total Presweetened Powdered Beverages: $26.314m Value % Chg vs YA 6.8 Total Cordials: $20.640m Value % Chg vs YA 4.1 Total Soda Syrups: $983,010 Value % Chg vs YA 38.5

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share with Nielsen figures demonstrating 63% value growth (3rd Qtr vs 1st Qtr results; Nielsen data 17 July 2011, Total Supermarkets).” The Baker Halls Kids range will be supported for the remainder of the year and represents the fresh, eye-catching look and feel the entire Baker Halls range is rolling out – new packaging and new brand IDs aimed at enticing new shoppers to the Baker Halls brand and the cordial category. “Baker Halls is the market leader within the cordial beverage segment, owning 26% value share of a $19.8m category (MAT, 17 July 2011, Nielsen),” said Thompson.

Powerade and Lift Plus “A market leader in both Grocery & Petro, Powerade has become New Zealand’s number one sports brand,” said Thompson. Now, from the makers of Powerade, comes Powerade Fuel + a new scientifically formulated energy drink for sports. Powerade Fuel + has been designed with the NSW Institute of Sport and contains caffeine energy and electrolytes to give consumers an energy kick-start into their training, exercise and ‘onfield’ performance. Powerade Fuel + is lightly carbonated, and it is available in slimline 300ml cans in the two leading Powerade flavours Mountain Blast and Berry Ice. Thompson says: “For over a decade, Lift Plus has been an icon for energy in New Zealand, and this September, Lift Plus Extra Strength hits shelves with 32mg of caffeine per 100ml. Lift Plus Extra Strength will offer new tangy flavours, 250ml cans and 355ml glass pack offerings. 26

FMCG september 2011

She adds: “As the energy landscape evolves and consumers look for more potency, Lift Plus Extra Strength comes to market delivering full strength energy from a trusted brand. Lift Plus and Lift Plus Extra Strength becomes the only energy brand to offer a range of energy levels to choose from and offerings for a variety of need states and occasions.”

Barker’s Marketing manager Danielle Esplin told FMCG: “Barker’s of Geraldine is the #2 manufacturer in the cordials category and makes the Barker’s of Geraldine range of fruit syrups. As the only significant player that is New Zealand family owned, Barker’s have a great brand story which has driven value and unit category growth, +29.6% and +30.4%* respectively. “This indicates that Barker’s is successfully trading customers up from mainstream brands and is likely to also be attracting new users into the category,” she says. “Barker’s has grown a massive 4.1% unit share points within 24 months all while operating in the premium segment. We are very proud of our growth and are thankful for the ongoing support from retailers and our customers. Both have recognised the quality of our product and believe in our brand promise.” Barker’s has committed to making its berry fruit syrups from squeezed NZ berry juices wherever possible, a more expensive option than the category norm of fruit juice concentrate, but one that delivers the very best taste while retaining a high level of natural Vitamin C and antioxidant activity.

And all Barker’s fruit syrups are made without preservative, with more berries squeezed into every bottle, another key point of difference. Esplin says: “Barker’s is excited to announce the launch of three new and innovative flavours, which broadens its range into new flavour segments. From October, customers can expect to see Orange & Barley with Passionfruit; NZ Squeezed Lime; and Lemon Honey & Ginger fruit syrup on supermarket shelves.”

BEYOND Coconut Water Interest is huge for 100% Coconut Water, which has finally arrived on our shelves. It is now a recognised isotonic beverage and is gaining huge popularity in the US. Look out for the launch of flavoured Coconut Water, expected soon in New Zealand. “Feedback from consumers from the recent Auckland Food Show is they are aware of coconut water and are pleased that one – particularly in a bottle – has finally arrived in New Zealand,” said Crombie & Price marketing manager Catherine McArdle. She adds:“The benefits of BEYOND Coconut Water are endless. The ultimate form of hydration; it is a natural isotonic that is high in potassium (more than bananas) and natural minerals. One cup of BEYOND Coconut Water contains more electrolytes than most sports drinks.” She lists some of the benefits: • Great for post exercise replenishment and rehydration • It is a natural isotonic – the same levels we have in our blood • 100% fat free

• 32mg/100ml caffeine • Guarana & Taurine • Tangy new avor • 250ml can and 355ml glass packs

• 32mg /100ml caffeine and electrolytes • Two Flavours (Mountain Blast & Berry Ice) • 300ml Slim Can • Lightly Sparkling

For further information contact your local Coca-Cola Representative or call 0800 505 123 © 2011 The Coca-Cola Company. ‘Lift Plus’, ‘Powerade’, ‘Powerade Fuel+’ and ‘Mountain Blast’ are trade marks of The Coca-Cola Company. *Ratecard Media Spend

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• Improves intestinal health and body PH • Eases stomach pain and vomiting • No preservatives, no added sugar • No cholesterol.

Goodman Fielder Goodman Fielder produces a range of impulse beverages including Tararua Real Iced Coffee, Meadow Fresh Calci Strong Flavoured Milk along with the NEW For Everyone Fresh Flavoured Milk range. Backed by NZ Sporting Greats, Dan Carter and Richie McCaw, For Everyone Flavoured Milk launched in June and is available in Chocolate, Strawberry and Banana in a convenient 300ml pack size and a larger 600ml for the thirstier lads. This brand extension came about through a partnership between Goodman Fielder (Meadow Fresh) and Premium New Zealand Trading (For Everyone), owned by Ali Williams, Dan Carter and Richie McCaw, who launched Water For Everyone in 2009. “We recognised an opportunity within the growing impulse fresh flavoured milk category which is up 4.2% in volume vsYA (Aztec Synovate, MAT Data to 31/7/11) and wanted to partner with a brand that has high relevance with our core consumers,” says brand manager Rachel Olsen. “We are really excited to launch For Everyone Flavoured Milk” says McCaw. “Flavoured milk has always been one of my favourite ways to fuel up. It’s got all the natural goodness of dairy and a great taste you just can’t beat.” Carter adds: “As an athlete the im28

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portance of good food is drilled into us. Our nutritionist encourages us to drink milk after games and training sessions as it boosts muscle repair.” For Everyone Fresh Flavoured Milk is made with Meadow Fresh milk, has no artificial colours or flavours and comes with the all important Heart Foundation Tick. Plus, for every unit sold, a portion of the sales goes back into the local community through the For Everyone Charitable Foundation. The launch has been supported with over $250k ratecard spend with radio promotions, publicity activity, nationwide sampling, social media, and compelling point of sale activity. “Although early days, the For Everyone Flavoured Milk range is performing well to date, it has secured a 20.1% unit share of the impulse fresh flavoured milk segment 0-600ml (Aztec Synovate, 4 Weekly Data to 31/7/11 ),” says Olsen. “Given the success of this new range, we are excited to announce the launch of Limited Edition Hokey Pokey 600ml to the For Everyone Flavoured Milk range, hitting shelves in September. It’s a real Kiwi classic and is bound to be a hit coming into summer,” says Olsen.

South Pacific Brands “South Pacific Brands has shown excellent growth in the last 12 months with the launch of several new products,” says director Steve Shaw. He adds: “Most recently South Pacific Brands launched Pure Energy – an energy drink with a natural energy source, available now in a 355ml can and a 500ml can. It is the first ‘healthy’

energy drink to launch in the New Zealand market. Pure Energy contains no artificial sweeteners, no artificial flavours and no artificial colours. The striking white packaging makes the brand look exciting and it appeals to energy drink consumers.” Shaw says: “The Zerowater range launched 12 months ago is New Zealand’s first flavoured water that contains zero sugar, zero artificial sweeteners and zero carbohydrates. Zerowater uses a natural sweetener called stevia. In comparison, other flavoured waters contain 4-5 teaspoons of sugar. Zerowater breaks the traditional expectations of bottled water with a stylish slim line, 800ml bottle. Best of all the plastic bottle is BPA free, which means zero chemicals leaching out from the bottle into the water or the environment. The range comes in four variants: Exotic Berry, Mandarin Twist, Lemon & Lime and Natural Spring (unflavoured).” Zerowater is excited to announce that it has a new brand ambassador – stunning NZ actress Anna Hutchison (of Go Girls and Underbelly fame) will be fronting the summer campaign. Zerowater has been a phenomenal success. In several accounts all the Zerowater flavours outsell their competitor flavours (Nielsen data, value sales, last 4 weeks to 27 Feb 2011). The NOS Energy brand also released a new sku; NOS Nitrogen. Shaw says: “NOS Nitrogen is a great tasting energy drink infused with Nitrogen gas for a unique tingly buzz. This drink was so popular that South Pacific Brands rolled out Demon Nitrogen. Under the Demon Energy

Driving fruit syrup growth and innovation Barker’s of Geraldine fruit syrups No. 2 cordial brand, growing faster (+29.6%) than category leader (-9.8%).*

A premium New Zealand brand trading customers up to higher value product.

Driving category consumption with quality and innovative fruit syrups.

Introducing three new unique flavours. Launch timed to capitalise on seasonal summer sales.

Still made by a family owned company based on a corner of the family farm in Geraldine, South Canterbury.

Prefer to use New Zealand fruit first whenever possible.

Dollar sales of top four cordial brands

600,000 500,000

Barker’s growth closing the gap

400,000 300,000 200,000 100,000

Total Barker’s

Total Baker Hall

Total Roses

For orders contact Twin Agencies 0800 258 946 Barker’s of Geraldine 0800 227 537 | www.barkers.co.nz

Jul 11

Jun 11

May 11

Apr 11

Mar 11

Feb 11

Jan 11

Dec 10

Nov 10

Oct 10

Sep 10

Aug 10

Jul 10

Jun 10

May 10

Apr 10

Mar 10

Feb 10

Jan 10

Dec 09

Total Thriftee * Source: Aztec MAT to 24.07.11

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brand there was also the launch of the Demon 300ml can, due to consumer demand for a bigger serving size. Demon 300ml is still gaining distribution but where it is sold it has performed very well selling over 300 units per store per week. Demon Nitrogen

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performs very well on par with Demon Envy and the hugely popular Demon 1 litre (Nielsen data to 17 July). He adds: “Loaded Sports Drink which was launched in March 2010 has been a phenomenal success. Recently, league superstar Benji Marshall came on board with the brand and is the face of a huge on-pack promo (in stores now) where consumers can win Benji Marshall training jackets, posters and drinks.” South Pacific Brands has two very exciting launches coming up. Shaw explains: “Hunger Buster is a breakfast drink that contains all the protein, fibre and energy of four wheat biscuits and milk and comes in a satiating 500ml size – the largest in the category. Hunger Buster will come in two great flavours – Double Choc and Vanilla Thriller. This launch is extremely exciting as it is a new

market for South Pacific brands and all the research we had in developing this product predicts that consumers will really enjoy it. It should bring a bit of interest and excitement to the category and help grow it as a whole.” The other significant launch is that of The Big Chill – New Zealand’s first packaged milkshake and straw product. Unlike other “flavoured milks” The Big Chill is noticeably thicker, leaving a real milkshake sensation in the mouth. This will be available in all good supermarkets in Caramel Fudge Milkshake and Chocolate Milkshake flavours in a 500ml size.

Pepsi brands Jo Hollins, senior brand manager – CSDs, Frucor Beverages, told FMCG: “Among the most iconic brands on our shelves are Pepsi, Pepsi Max, 7up and Mountain Dew. In May, the Pepsi

beverages Portfolio made a huge splash with the launch of a range of new products to help drive interest and of course sales in the carbonated soft drink market.” The new products include: • Pepsi 6x355ml can multipack • Pepsi Max 440ml can and 6x355ml can multipack • 7up 6x355ml can multipack • Mountain Dew 440ml can and 6x355ml can multipack • Mountain Dew Code Red 355ml can and 6 x355ml can multipack • Mountain Dew Livewire 355ml can and 6x355ml can multipack • Mountain Dew Livewire 1.5L and 600ml • Mountain Dew Electro Shock 1.5L • Mountain Dew Electro Shock 600ml and 440ml can • Mountain Dew Pitch Black 1.5L • Mountain Dew Pitch Black 600ml and 440ml can

Off the back of the recent new flavour and pack format launches, Mountain Dew has the third highest value sales by brand in CSDs in service stations, behind Coke and Sprite1. Mountain Dew has the highest value sales in the Fruit CSD segment2. The Mountain Dew brand is now showing value growth of +94.9% in total supermarkets in current quarter3. (1Nielsen Scantrack, Service Stations Organised, Total CSDs, Val Sales by brand, Qtr ending 17 July 2011. 2Nielsen Scantrack, Service Stations Organised, Fruit CSDs (Frucor Defined Characteristic), Val Sales by brand, Qtr ending 17 July 2011. 3Nielsen Scantrack, Total Supermarkets, Total CSDs, Val % Chg vs YA, Qtr ending 17 July 2011). “We will be supporting Pepsi Max over the summer months with a brand campaign,” said Hollins.

She adds: “The launch of the three new flavours under Mountain Dew has driven growth in the fruity CSD segment in the grocery channel and has contributed to the growth in the rest of the market, along with Frucor’s other successful launch of the year ‘Fresh Up Big Fizz’.”

V Energy Drink Ursla Wiig – brand manager V, Frucor Beverages, says:“V Energy Drink is the #1 brand in the Energy category with 56.3%1 share in service stations and 53.0%2 share in supermarkets (1Nielsen Scantrack, Service Stations Organised, Total Energy Drinks,Val Share of category, Qtr ending 17 July 2011. 2Nielsen Scantrack, Total Supermarkets, Total Energy Drinks, Val Share of category, Qtr ending 17 July 2011). V is launching into a new 500mL PET bottle in September. “Consumers are

september 2011 FMCG

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ing brand of all beverages with 24.1% share of value sales in the oils channel, over 10 share points ahead of Coca Cola (Nielsen Scantrack, Service Stations Organised, Total Beverages, Val Share of category, Qtr ending 17 July 2011).”

FEO

trading up their energy servings (opting to buy larger pack sizes),” says Wiig. “This is reflected in current market data as the large serve energy drink segment (356ml+ single) continues Just Juice to experience double digit growth in Just Juice is launching a new premium both Oil channels (+35.1%)4 and total range in October 2011. Nicole Aitchison, senior brand manSupermarkets (+30.9%)5. (4Nielsen Scantrack, Service Stations Organised, ager Just Juice, said: “Shelf Stable Juice Energy Drinks Singles 356ml+,Val % is worth $138.6 million in supermarChg vs YA, Qtr ending 17 July 2011. kets1. Just Juice is the #1 brand in Shelf 5 Nielsen Scantrack,Total Supermarkets, Stable Juice and drinks (value sales) in Energy Drinks Singles 356ml+,Val % both Supermarkets2 and Oils3, and is Chg vs YA, Qtr ending 17 July 2011). consumed by a massive 3.7 million “However, consumer research has New Zealanders4. Just Juice not only identified that a lack of resealability is has a high level of awareness (99%) a key barrier to the consumption of but is considered by New Zealanders 500ml cans. Based on these trends V to be the most trusted, recommended is launching into a new 500ml PET and credible juice brand with the most bottle thus offering consumers the exciting range of flavours5. (1Nielsen volume they want in a stylish new Scantrack,Total Shelf Stable Fruit Juice bottle. A large cross-functional team and Drinks,Total Supermarkets, Dollar within Frucor spent almost two years Sales MAT to 17 July 2011. 2Nielsen on developing a cool new V bottle Scantrack, Total Shelf Stable Fruit design that delivered to the premium Juice and Drinks, Total Supermarkets, cues of the V brand,” she1 says. Dollar Sales by brand, Qtr to 17 July FMCG Sept Advert_V4.pdf 12/08/11 11:15 AM Wiig adds: “V is also the #1 sell- 2011. 3Nielsen Scantrack, Total Shelf

CMY

FMCG september 2011

Stable Fruit Juice and Drinks, Service Stations Organised, Dollar Sales by brand, Qtr to 17 July 2011. 4Research International July 2011, n=2005 Juice buyers. 5Colmar Brunton Brand Health Tracking, Q4 2010).”

Oriental Merchants Authentic Asian drinks from Oriental Merchants include Yeo’s from South East Asia (cans and tetra bricks); Chaokoh Coconut Juice with pulp from Thailand and Yoosh Aloe Vera drink from Korea. Yeo’s has a comprehensive range of sweet cold beverages including cold teas (Chrysanthemum, Ice Lemon & Ice Green), fruit drinks such as lychee, traditional Asian drinks such as soya bean & sugar cane to more exotic drinks such as Winter Melon & Grass Jelly, which are well known in the Asian community. NZ manager Chris Hutton explains: “When we demonstrated the Winter Melon at Chinese New Year festivals, the Caucasian community likened it to caramel popcorn and it is very popular amongst Kiwi children, whereas grass jelly is a particular taste which people either like or hate. The

beverages

fact that Yeo’s comes in a 250ml tetra brick with a straw makes it a popular option for lunchboxes. “Yeo’s drinks are often found in stores that have a traditional Asian Food Section, whereas Chaokoh Coconut Juice is also popular with the South Pacific community.” She adds: “Yoosh is part of the very popular Aloe Vera category. It was the Koreans who introduced aloe vera as an alternative refreshing drink which can be had on its own or mixed as a cocktail. Yoosh comes in two flavours – standard or Lychee aloe vera either in 500ml or 1-Litre PET bottles. She says: “This summer we are going to launch a range of Indonesian fruit drinks from ABC.All ABC drinks are Halal. “Plus Yeo’s are just starting to appear in new packaging, slim line tetra bricks which were launched in Malaysia earlier this year.”

Red Bull Red Bull’s Limited edition Robbie Maddison (FMX rider) 4-pack is expected to hit shelves during the first week of September. The release of this pack coincides with the climax of

Red Bull X-Fighters with the final in Sydney on September 17. Trade marketing manager Stephen Withers said: “The consumer trends in this category show the move of consumers to multi packs/take home packs. There could be many reasons for this trend but two reasons could be the current climate with more people consuming at home and the better value if sharing the pack with friends. The category has also seen a move to larger can sizes.”

The ‘Antioxidant Superpower’ Ben Bartlett, POM Wonderful NZ programme manager, says: “With incredibly high levels of naturally occurring polyphenol antioxidants, POM Wonderful Pomegranate Juice helps guard the body against free radicals. POM Wonderful 100% Pomegranate Juice is the only pomegranate juice backed by over $50 million in medical research. Studies have shown very promising results for the long-term consumption of POM Wonderful 100% Pomegranate Juice. Numerous independent laboratory tests have shown that POM Wonderful 100%

Pomegranate Juice has superior antioxidant content, litre for litre, compared to other juices and beverages,” he says. POM Wonderful Juice is available in three flavours, POM 100%, Pomegranate and Cranberry and Pomegranate and Blueberry all in the 473ml size. Each is packaged in the funky POM bubble bottles making it easy to spot in the Chilled or Produce sections of the supermarket. “POMx Tea range is also available, packing 12 times the antioxidant punch as POM Juice. POMx Tea is available in two great flavours, POMx Peach and Passion White Tea and POMx Lychee and Green Tea,” says Bartlett. For more commentary and updates in this category visit fmcg.co.nz/features/categoryreports

The Antioxidant Superpower.

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As you know, kiwis are increasingly looking for all natural, 100% juices to boost their antioxidant levels. P∂M Wonderful 100% Pomegranate Juice delivers this and appeals to the health conscious consumer. P∂M Support - Signicant and ongoing marketing support to boost your sales.

100% Pomegranate Juice. Superior levels of naturally ocurring antioxidants. POM products are backed by over $56 million in medical research.

For more information contact Ben Bartlett, POM Wonderful NZ Program Manager, 021 2721924 or bbartlett@mgmarketing.co.nz

pomwonderful.co.nz

september 2011 FMCG

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Cool convenience Value for money, healthy options and convenience are key factors for consumers’ choices in frozen foods. FMCG looked at some popular brands and recent innovations in this category.

eader Products is a 100% New Zealand family-owned business manufacturing trusted frozen convenience lines for butchery and freezer sections in leading supermarkets and butchery stores. In addition to butchery/freezer lines, Leader manufacture and market the gluten free Kauri Coast Kumara range for the freezer departments.This range includes Kumara Rostis, Spinach & Feta Rostis, Hashbrowns and Chips. For Leader Products the Frozen Meat Category range has continued to grow from strength to strength, across the Small, Large and Value Tray range in the butchery department, which include Crumbed Lasagne, BBQ Burger Patties, BBQ Pork Riblets and Chicken Cordon Bleu, to name a few. “Leader Products is a market leader in the Frozen Meat Category, with a number one brand ranking, and

FMCG september 2011

total market share of 31.3% for the Auckland Total Frozen Meat category (Nielsen 2010),” says managing director Tony Peterson. He adds: “Leader Products has built an impressive reputation for producing tasty quality meal solutions. Leader’s key focus is on quality, convenience and affordability. Leader is experiencing double digit growth with popular meal options for busy families, university students, seniors and conservative spenders. “Leader Products meal solutions are arguably some of the best tasting and are made to authentic recipes under stringent quality standards. They are so quick and easy to prepare and the range has something to satisfy everyone. Leader continues to improve on its packaging design and is about to roll out a revamped label for all trays which will hit the freezer cabinets soon,” says Peterson.

“Leader Products will be launching ‘Sizzle Stix’ in four fantastic flavours in October: Honey Soy Chicken, Teriyaki Beef, Kransky and Moroccan Lamb. These four lines are all gluten free, ideal for any summer BBQ and we guarantee that children will love them,” says Peterson.

Heinz Wattie’s news Heinz Wattie’s is a key manufacturer of frozen foods across the Wattie’s and Weight Watchers brands; Wattie’s is valued at $65.9m* and Weight Watchers $7.2m.* “Our frozen food portfolio has significant market leadership across frozen vegetables, frozen potatoes and frozen meals with 42.4%*, 30.7%* and 48.8%* value shares respectively,” says Anne Lindsay – senior product manager (Frozen Vegetables). She adds: “All three categories have seen exciting changes and support over

frozen fo o ds

THE BREAKDOWN Current MAT to 17 July 2011 Total Frozen Fish: $63.855m Value % Chg vs YA 7.8 Total Frozen Fish Fillets: $25.448m Value % Chg vs YA 10.8 Total Frozen Other Fish: $31.758m Value % Chg vs YA 7.0 Total Frozen Fish Fingers: $6.649m Value % Chg vs YA 1.2 Total Frozen Poultry: $109.029m Value % Chg vs YA -0.3 Total Processed Chicken: $44.826m Value % Chg vs YA 7.2 Total Whole Chicken: $32.696m Value % Chg vs YA -8.8 Total Pieces Chicken: $26.034m Value % Chg vs YA 0.5 Total Whole Turkey: $3.923m Value % Chg vs YA -2.0 Total Processed Other Poultry: $1.024m Value % Chg vs YA 1.7 Total Pieces Other Poultry: $228,661 Value % Chg vs YA -27.4

Total Whole Other Poultry: $296,306 Value % Chg vs YA -31.1 Total Frozen Vegetables: $143.104m Value % Chg vs YA 2.0 Total Frozen Potato Fries: $38.535m Value % Chg vs YA 5.1 Total Frozen Mixed Vegetables: $34.105m Value % Chg vs YA 3.1 Total Frozen Peas: $20.653m Value % Chg vs YA -0.6 Total Frozen Potato Specialities: $19.905m Value % Chg vs YA 5.6 Total Frozen Beans: $7.316m Value % Chg vs YA 1.8 Total Frozen Corn: $8.232m Value % Chg vs YA -2.9 Total Frozen Vegetables – Other Types: $6.812m Value % Chg vs YA -7.8

Total Frozen Stir Fry Vegetables: $7.546m Value % Chg vs YA -4.4 Total Frozen Convenience Foods: $108.813m Value % Chg vs YA 2.8 Total Frozen Snack Meals: $23.590m Value % Chg vs YA 2.4 Total Frozen Meat Pies: $7.063m Value % Chg vs YA -1.5 Total Frozen Full Meals: $20.878m Value % Chg vs YA 1.6 Total Frozen Pizza: $15.932m Value % Chg vs YA -1.1 Total Frozen Sausage Rolls & Savouries: $12.972m Value % Chg vs YA 5.8 Total Frozen Meat: $21.492m Value % Chg vs YA 5.4 Total Frozen Party Snack: $6.727m Value % Chg vs YA 7.4 Total Frozen Pizza Bases: $158,253 Value % Chg vs YA 37.0

* Nielsen New Zealand ScanTrack (Databank)

the last 12 months, centred around convenience, taste, nutrition and dialing up NZ cues. “Wattie’s frozen vegetables have seen the re-launch of new Pick of the Crop packaging across 32 skus.This roll-out was implemented from October 2010 and clearly communicates the quality of our products along with the natural goodness and NZ grown cues (on selected products). This re-launch also occurred across 60 canned fruit and vegetable skus, creating a consistent message across our fruit and vegetable categories.We received immediate september 2011 FMCG

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and positive consumer feedback on the new look. In frozen potatoes,Wattie’s Southern Style Roasters have been an absolute star since their launch in May 2010. “They’re now our number one selling Roasters sku,” said Vicki Sew-Hoy – senior product manager (Frozen Potatoes). She adds: “Steam ‘n’ Mash, the product that makes homemade-mash supereasy, was supported again for year two with Discover TV and recipe initiatives. We’re also proud that Wattie’s Steam ‘n’ Mash won the coveted 2010 Innovative Marketing Award from Potatoes New Zealand. Following the successful rollout of the new Pick of the Crop packaging across frozen vegetables and canned fruit and vegetables, frozen potatoes will look to leverage this and dial up ‘NZ Grown’ across packaging from October 2011.” Stephen Menzies – marketing manager (Frozen Meals) told FMCG: “The significant decline in Frozen Meals that we experienced as a result of the tough economic times appears to be over with the category now flat on the latest MAT. Household penetration has grown as new users begin to enter the category, the Wattie’s brand being a major driver of this. “The Heinz Wattie’s frozen meals business continues to show strong growth with the Wattie’s brand now clear market leader holding a 30.2% share of the category. The launch of 36

FMCG september 2011

Meal Sensations in mid 2010 is a key component of this performance.” He explains: “Meal Sensations offer consumers a delicious, balanced meal at excellent value. They also use SteamFresh technology, a unique packaging format for the category.This year we have launched two exciting new flavours, Creamy Garlic Chicken and Teriyaki Beef. We have also continued our above-the-line support with a significant media campaign. “Our Weight Watchers product range has also performed strongly in the first half of 2011. We launched three indulgent new meals in March 2011; Creamy Garlic Prawns, Creamy Chicken and Mushroom Fettucine, and Butter Chicken. All three new products are ranked in the Top 20 frozen meals for the latest quarter. We have also rolled out new packaging across the range as part of the new ProPoints programme that was launched by Weight Watchers in January 2011. Look out for exciting future activities from Wattie’s.” Source: * Nielsen MAT 17 July 2011.

Aria Farm Aria Farm have Lamb and Chicken Strips in New Zealand supermarkets. In 2010 in conjunction with Pam’s they launched an exciting new product: Vege and Beef, and Vege and Chicken Stir Fry, a frozen product with the vegetables and meat all in the bag together.The success of this product encouraged the launch of Vege and Lamb in April 2011. “The stir fry continues to grow stead-

ily as customers discover the benefits of a healthy meal all frozen in a bag,” says marketing manager Anna Arndt. At the Auckland Food Show in August, Aria Farm ceo Erik Arndt was amazed to hear about the variety of ways people were using the stir fry: in a curry, in wraps, in soups, quiches, pad thai, or as a stir fry with rice or noodles. Anna Arndt says:“Our experience in this category shows ‘quick and easy’ is of major importance to customers.Aria Farm products all cook from frozen in less than six minutes, or stir fry in less than 10 minutes. Healthy products attract attention, with gluten free and allergy awareness consumers steadily becoming a larger share of the market.” She adds: “With the recession, price has also become very important. Lamb strips and now lamb stir fry continue to outsell the other varieties as New Zealanders love lamb, and Aria Farm Lamb strips are a delicious and economical way to enjoy NZ lamb.”

New to the freezer from Brights Look out for Premium Beef, Chicken and Turkey Burger patties, Steak and Onion Grillers and Beef and Onion Meat Balls, available from mid September. You will have seen the ‘Brights do saussies right’ TV commercials for the range of Bright’s Premium Sausages and Brights is now moving into the freezer with the same level of innovation, quality and consumer support.

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“It’s all about the best quality and growing the category with innovative products that attract new consumers – then backing what’s happening in store with strong stand advertising that builds brand equity and awareness,” says marketing manager Craig Dixon. “While there is still a market for value patties – real growth is coming from offering the very best burger experience and Brights certainly delivers on that. “Also in the range widening consumer appeal are Steak and Onion Grillers and Beef and Onion Meatballs, offering super convenience – simply add from the pack to your favourite pasta sauce.”

‘Bake em Fresh’ Mrs Higgins’ ‘Bake em Fresh’ range of frozen Cookie Dough is proving hugely popular. Originally launched with four flavours (from the delights of White Choc Macadamia Nut to the delectable Choc Chew), a fifth flavour was launched earlier this year. Wild Oaty and Fruity Cookie Dough is a popular choice for the customer who wants a gorgeous gourmet treat, but prefers to avoid chocolate. Director of sales and marketing Wendy Brackenridge says: “Home baking has become a rareity in these busy times, so the ease of taking a unit or two of Cookie Dough from the freezer and baking it from frozen, resulting in lovely freshly baked cookies, is a fabulous solution to home baking needs. Serving up a fresh treat with a cuppa, creating a ‘Cookie Ice-cream

sandwich’, or worrying about ‘what to take’ as a plate is no longer an issue with this fabulous 16-minute baking solution.” She adds: “The Mrs Higgins tag line is ‘Cookies just like Grandma Used to Bake’ and this is the focus of our entire Cookie range. We like the consumer to be able to put the Cookie Dough in the oven and then just a short time later be able to ‘take all the credit’ for the tempting aroma wafting through their home and for the home baked-looking product that follows. We notice more and more that today’s consumer is seeking out convenient alternatives and this pre-formed Cookie Dough is a brilliant solution. The feedback from consumers during in-store tasting demonstrations has been overwhelmingly positive and their reactions after tasting the Cookies is always one of ‘Wow’!” Two new products soon to be launched are a Peanut Butter and Chocolate Cookie, and an Oaty and Fruity slice filled with goodies, in the packaged product range.

McCain Foods McCain Foods offers a wide range of Frozen Food products. • Frozen Meals: McCain Healthy Choice, McCain Snack Attack and McCain Frozen Meals • Frozen Pizza: McCain Family Pizza, McCain Ultra Thin Crust, McCain Subs and McCain Singles • Frozen Potato: McCain Superfries, McCain Beer Batter, and McCain

branded potato specialties and fries • Frozen Vegetables: McCain Baby Vegetables and Regular Vegetables range. McCain Foods’ spokeperson told FMCG: “In September, McCain will be launching a new range in Frozen Pizza, McCain Ultra Thin Crust, a unique crispy authentic ultra thin crust pizza topped with fresh ingredients. The new range will be topped with popular toppings sold in New Zealand fresh takeaway pizza chains which include: • Spinach and Mozzarella – A crisp, ultra-thin crust covered with a tomato sauce and topped with spinach, garlic, mozzarella cheese and a sprinkle of parsley. • Mushroom and Garlic – A crisp, ultra-thin crust covered with a tomato sauce and topped with garlic butter enrobed mushrooms, mozzarella cheese and red onion shavings. McCain also plans to launch some exciting new products into the frozen potato category, capitalising on the growing snacking trend, the drive for healthier options, as well as a continued effort to attract new users to the category. Sweet Potato fries have recently been launched in a family-sized 900g pack. These offer a unique point of difference within the broader frozen potato category. For more commentary and updates in this category see fmcg. co.nz/features/category-reports september 2011 FMCG

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Spring cleaning The days are getting longer and spring is just around the corner. Many consumers will start attacking dust, mould and cobwebs, which means retailers need to stock up on household cleaning products.

arthwise products are made in New Zealand and all products are phosphate, nitrate, chlorine and ammonia free. The Earthwise Home range includes: • Laundry – laundry powders and liquids, fabric stain remover, oxygenated whitener, fabric softener and wool & delicates wash. • Dish – dish wash liquid, dishwasher powder, tablets & rinse aid. • Cleaning – multi-surface cleaning spray, window & glass cleaner, multipurpose cleaning concentrate, floor cleaner and disinfectant concentrate. In the past six months Earthwise has launched all the above products plus another three products from the bathroom range (24 products in total). Director Jamie Peters told FMCG: “The Earthwise products are exceeding retailers’

FMCG september 2011

expectations and are selling better than we had anticipated. Our laundry, dish and cleaning products have been ranged in Progressive, Foodstuffs Auckland and Foodstuffs Wellington. We are currently working with Foodstuffs South Island for distribution opportunities.” He adds: “The world is becoming increasingly aware of the environment and the impact that we are having on our planet. People have become far more environmentally conscious and are seeking out products that are friendly to the environment. We believe there is a general perception that to be ‘green’ is expensive, Earthwise has developed a model that makes being ‘green’ more affordable to the everyday shopper. Making a positive contribution to the environment no longer needs to be an expensive exercise.” Customers who do purchase environmentally friendly products want to know they are purchasing authentic products from a credible brand. They want to be sure that what they are buying is not a ‘green wash’ – essentially a product that says it’s green when it is not.Tom Robinson, the founder of Earthwise first started making plant based products in 1964, so there is a wealth of experience and knowledge that Earthwise brings to this industry.

Vileda Freudenberg Household Products owns the Vileda brand in the NZ marketplace.Vileda has innovative and great-value-for-money products across Mops & Brushes throughout supermarkets, mass merchants and hardware channels across New Zealand. Vileda has recently launched a new Super Squeeze Extra Wide mop priced at RRP $22.99. This product has a much larger cleaning head than other mops, which makes cleaning easier and that is what consumers are looking for, says field operations manager Al Steer. He adds: “Vileda has also launched a specialised bathroom cleaning product called Bath Magic priced at RRP $17.99, which is showing very encouraging sales growth (+37% Qtr vs prior period Nielsen ScanTrack 22/5/2011).” Steer says: “The biggest consumer trends in the floor cleaning category are quick and easy, effective cleaning and faster drying floors after mopping. No one likes the task of cleaning – so consumers are demanding solutions that will make their life easier. To satisfy this consumer trend, Vileda has re-launched SuperMocio 3-Action. “SuperMocio 3-Action is designed with superior cleaning efficacy and leaves floors drier after mopping. The SuperMocio 3 Action has a

h ousehold cleani ng produ c ts THE BREAKDOWN Current MAT to 17 July 2011 Total Household Cleaners: $62.883m Value % Chg vs YA 1.3 Total Household All Purpose Cleaners: $25.685m Value % Chg vs YA 1.4 Total Liquid Bleaches: $5.075m Value % Chg vs YA 1.7 Total Household Scouring Agents: $5.722m Value % Chg vs YA 0.0 Total Disinfectant: $4.087m Value % Chg vs YA 1.4 Total Window Cleaners: $3.055m Value % Chg vs YA -2.2 Total Carpet Cleaners: $4.722m Value % Chg vs YA -10.6 Total Furniture Polish: $2.555m Value % Chg vs YA 1.7 Total Household Cleaning Wipes: $2.290m Value % Chg vs YA 18.5 Total Carpet Deodorisers: $2.268m Value % Chg vs YA 5.6 Total Mould Treatments: $2.938m Value % Chg vs YA 25.3

Total Oven Cleaners: $1.632m Value % Chg vs YA -5.2 Total Metal Polishes: $1.213m Value % Chg vs YA 2.7 Total Vitroceramics: $581,601 Value % Chg vs YA -1.0 Total Drain Cleaners: $1.050m Value % Chg vs YA -10.3 Total Degreasers: $9404 Value % Chg vs YA 15.6 Total Toilet Cleaners: $24.639m Value % Chg vs YA -4.0 Total Manual Toilet Cleaners: $10.534m Value % Chg vs YA -2.6 Total In The Bowl Toilet Cleaners: $11.340m Value % Chg vs YA -4.4 Total In The Cistern Toilet Cleaners: $2.764m Value % Chg vs YA -7.3 Total Dishwash: $69.894m Value % Chg vs YA 7.1

Total Liquid Dishwash Detergents: $32.599m Value % Chg vs YA 4.8 Total Auto Dishwasher Detergents Powder: $15.405m Value % Chg vs YA -3.8 Total Auto Dishwasher Detergents Tablet: $16.843m Value % Chg vs YA 26.3 Total Automatic Dishwasher Rinse Aids: $2.771m Value % Chg vs YA 0.1 Total Automatic Dishwasher Accessories : $2.277m Value % Chg vs YA 10.5 Total Aircare: $20.750m Value % Chg vs YA 3.9 Total Aerosol & Pump Air Fresheners: $12.144m Value % Chg vs YA 9.1 Total Slow Release Air Fresheners: $8.606m Value % Chg vs YA -2.7

* Nielsen New Zealand ScanTrack (Databank)

Microfibre Plus and 3D structure for improved particle pick up and a scourer for cleaning power against stubborn stains. With SuperMocio with the Vileda SuperMocio PowerPress Bucket & Wringer [shown on page 38], floors will be drier after mopping,” he says. See www.vileda.com.au for more information.

Dettol “Dettol Surface Cleanser is a nontoxic disinfectant mothers can trust to kill germs without harming their family,” says trade marketing manager Michelle Dunn. She adds: “Within the Cleaning

category Reckitt Benckiser is the number-one manufacturer with a 23.7% value share. Our major cleaning brand is Dettol, which has a value share of 19.3% within multipurpose cleaners plus wipes and was voted New Zealand’s Most Trusted Household Cleaning brand*. BAM and Exit Mould have a value share of 27.9% within bathroom & mould (Nielsen Scantrak YTD to w/e 17 July 2011).” Dunn says: “In July 2010 we launched Dettol Surface Cleanser Trigger and Dettol Floor Cleaner.We also launched Dettol Complete Clean Multipurpose Trigger Lavender and Dettol Surface Cleanser Wipes 40s

in January 2011. In June 2011 we launched BAM Active Foam Soap Scum & Shower into the bathroom segment. “These new launches have been very successful. Dettol Surface Cleanser Trigger and Wipes 40s have contributed close to $400k to the cleaning category since launch, comprising 30% of cleaning category growth over that period (Nielsen ScanTrack w/e 25 July 2010 – w/e 17 July 2011). And since the launch of the Lavender variant, Dettol Complete Clean Multipurpose Cleaners are growing 15.6% in terms of value growth (Nielsen ScanTrack YTD to w/e 17 July 2011).” september 2011 FMCG

cate go r y c h e c k Dunn explains: “Dettol Surface Cleanser has been so successful because it taps into key consumer needs. Mothers are especially concerned about the health of their children, in particular they are concerned about viruses and bacteria making their family ill, especially as infants and young children have poorly developed immune systems and are more vulnerable to infection. But mothers are equally cautious about using cleaning products around food. They worry that using potentially toxic cleaners around food or on high chairs (ie, areas infants come into contact with) – will do more harm than good. As a result they may end up not protecting their family from germs. Dettol Surface Cleanser Trigger and Wipes are unique new cleaning products specially formulated for use on food contact surfaces with no rinsing required. “Dettol Surface Cleanser helps prevent cross-contamination and food-borne illnesses by killing 99.9% of germs such as Salmonella, E.coli, Rotavirus (the leading cause of diarrhoea in infants), and the Influenza A (H1N1) or ‘flu’ virus. Plus it removes 90% of allergens such as pollen particles, dust mite debris, and pet dander,” says Dunn. “Eight weeks ago we launched BAM Active Foam Soap Scum and Shower 390g. This product offers consumers a new power cleaning so-

lution within the bathroom segment. BAM Active Foam has a super wipe foam spray which covers large areas in seconds. Its Active Foam clings to surfaces penetrating and dissolving soap scum and dirt to make light work of tough cleaning,” she says. Dunn comments: “NPD and media are the key growth drivers for the cleaning category and therefore these are the areas Reckitt Benckiser invests in to ensure category growth. Reckitt Benckiser’s heavy investment in media is to ensure we drive education and awareness of germ protection through the Dettol brand. In 2011 we are spending $2.3m ratecard on Dettol Household Cleaning media and plan to increase spend in 2012 to highlight innovation opportunities within the cleaning category. Dettol was announced as the #2 Brand New Zealanders trust in the August issue of New Zealand Reader’s Digest magazine.* “Dettol being voted as New Zealand’s most trusted consumer brand and winning the Household cleaners category is a great achievement,” says Dettol brand manager Narissa Harvey. “New Zealand consumers have trusted Dettol for more than 75 years to help protect their families, and the latest survey shows that New Zealanders trust Dettol to look after their home as well. This award is a testament that Dettol is living up to its core values in the eyes of New Zealand consumers,” says Harvey. *Dettol was Voted #2 Trusted brand in the Reader’s Digest Trusted Brands Survey in 2011. The 2011 Reader’s Digest Trust Survey was commissioned to an independent research firm who surveyed a representative sample of more than 530 New Zealand adults.

Proven ingredient safety B_E_E has just launched a nationwide advertising campaign assuring shoppers that “World-leading accreditation proves our ingredients are safe”. B_E_E’s range of household cleaning products is formulated to meet the 40

FMCG september 2011

world-leading health and environmental standards of Environmental Choice New Zealand – an accreditation carried by each product since launch. B_E_E’s Multi-Surface Cleaner is safe for cleaning all around the house, including stainless steel, glass and tiles. Essential oils of eucalyptus, spearmint and lemongrass leave surfaces fresh and revitalised. Leading international research shows that demand for third party green accreditation in household cleaning products is 50% higher than any other category1. Founder Brigid Hardy explains: “Third-party accreditation is the only way to assure people that household cleaning product claims about health and safety stack up. Every ingredient in every B_E_E product is extensively audited to ensure the highest standards of health and environmental safety. The process also includes comprehensive criteria covering manufacturing and packaging. Shoppers can relax and enjoy knowing their B_E_E products are absolutely green and safe,” she says. Hardy adds: “B_E_E is the only range of household cleaning products to meet the rigourous Environmental Choice New Zealand standards. With accreditation now so important to consumers internationally, B_E_E is promoting its leading accreditation at home and converting New Zealand consumers with its advertising campaign, as well as some help from its irresistible formulations and packaging. B_E_E’s approach is regarded by leading category analysts as global best practice – ‘Companies like B_E_E encapsulate the best approach to innovation integrating branding with product development to make products as fun to use as they are functional… enticing a whole new audience2’.” 1 Terrachoice, ‘The Sins of Greenwashing: Home and Family Edition’, 2010. Report examines 5296 unique home and family products across 34 unique stores in North America 2 Mintel International, ‘Innovation Insight in Dishwashing’, December 2010.

What’s Hot barker’s SYRUPS INNOVATE

Lift Plus Extra strength and Powerade Fuel +

Introducing three new and unique fruit syrups: • Orange & Barley with Passionfruit; A family flavour revitalizing a declining orange segment. • Lemon, Honey & Ginger; An addition for the growing ginger flavour segment. Great hot and cold. • New Zealand Squeezed Lime; The only lime syrup made from NZ squeezed limes.

STARBURST is launching NEW Limited Edition Summer Fruits 170g • This pack of fruit shaped jellies includes a mix of our favourite and unique refreshing tastes of summer including Mango, Watermelon, Banana, Pineapple, Passionfruit, and Mint. • Try STARBURST Summer Fruits 170g – as it’s only around for a limited time! • Stay tuned for the next new and exciting STARBURST Limited Edition product launching in 2012. For further information please contact your Wrigley representative or phone 0508 974 453.

For more information call 0800 505 123.

Get Cool, Fruity and Fresh Breath Eclipse Mints is launching Eclipse Fruit Berry. A fresh berry flavour packaged in a stylish, convenient and durable tin. • This new fruit flavour will appeal to lovers of Eclipse mints, fruit flavoured mints buyers and those consumers who seek flavour variety. • Eclipse Mints is the leader in the mints category with 41% share in NZ.* • Eclipse Mints provides mints that offer superior breath freshening and packaging in flavours such as Peppermint, Spearmint, Cool Breeze and Intense. The addition of Eclipse Fruit Berry will strengthen the range. Each pack comes with 50 sugar-free mints which are made in Australia.

What’s Hot

Available October. Contact Twin Agencies 0800 258 946. www.barkers.co.nz.

Powerade Fuel +tm is a new scientifically formulated energy drink for sports. It contains caffeine, energy and electrolytes to give consumers an energy kick-start into their training, exercise and ‘on-field’ performance. In September, Lift Plus Extra Strengthtm hits shelves with 32mg of caffeine per 100ml, a tangy new flavour, 250ml cans and 355ml glass packs.

For further information please contact your Wrigley representative or phone 0508 974 453. *Source: Aztec Scan Key Accounts, Val % Share, MAT to 17/07/2011

september 2011 FMCG

What’s Hot LEDA Nutrition is pleased to introduce Dunk-ins

Dunk-ins is an exciting gluten, wheat, egg and dairy free snack for kids! Consisting of vanilla bear shaped dunking biscuits and Choc Hazelnut dip, there are 6 individual servings per box, ideal addition to the lunch box selection within your supermarket. For more information contact Crombie & Price – info@crombie-price.co.nz

Mr Grill’s Beef Snacks

What’s Hot

New to the snack market is Mr Grill’s range of dried beef snacks. With 7 exciting products there’s something for everyone. Made with 100% prime NZ meat and marinated with our own spices and packed in a 90g re-sealable pouch, with no added preservatives, it’s not surprising why these are proving popular with all ages. These products are a perfect source of iron and protein while on the run and especially good to snack on while watching the game. We are currently looking for distributors in the Waikato and Wellington area.

For more information and to stock these products: Contact Andrew on 021-300 560 or andrew@mrgrills.co.nz www.mrgrills.co.nz

FMCG september 2011

Obento Tempura Batter Mix Most people have experienced the light crispy texture of tempura cooking in Japanese restaurants. Now this can be replicated in the home, with the easy to use Obento Tempura Batter Mix in a 500g re-sealable stand-up pouch. With clear English instructions and only 6 bags to a carton, this great value tempura will be a hit for not only consumers but stores with limited shelf space. For more information on Obento products please contact: Oriental Merchant Pty Ltd Tel 0800 10 33 05 Fax 0800 10 33 11 Email: nzenquiries@oriental.com.au Website: www.oriental.com.au

What’s Hot New Zealand’s Number 1 Multivitamin1 has a new and improved formula

What’s Hot

Centrum Advance now has adjusted levels of many essential vitamins and minerals to help support immunity and energy, plus two new antioxidants to help support healthy eyes and a healthy heart. With a huge 3 month TV campaign, there is no better time to contact Pfizer Consumer Healthcare on 0800 734 076.

Always read the label. Use only as directed. Vitamins are supplementary to and should not replace a balanced diet. For further information contact: Pfizer Consumer Healthcare, a division of Pfizer New Zealand Limited. Level 3 Pfizer House, 14 Normanby Rd, Mt Eden, Auckland, New Zealand. Toll Free: 0800 447 400. Reference: Aztec Retail Scan Value Sales MAT June 2011

TAPS PP 1311

september 2011 FMCG

Sweet displays at

Angela Robertson from Hastings City New World impressed with her “animal zoo” cupcakes and high-rise teacakes with icing “fruit” to be announced as overall winner in the Qualified category.

Rania Dijlawati of New World Metro on Willis, Wellington, won the Open section of the Foodstuffs lower North Island cake competition with her “mouse in a pumpkin” birthday cake.

he FMCG team mingled with Foodstuffs staff and exhibitors at the Foodstuffs NZ Fresh Food Expo in Palmerston North in August. This biennial expo event, which has been running for 12 years, showcases New Zealand’s finest food products to owners and operators of New World, Pak’nSave, Four Square and Shoprite owners nationwide. Over 1200 trade visitors attended the show this year and there were 175 exhibitors.

FMCG september 2011

The FMCG stand was well placed, right next to NARGON, with account managers Peter Corcoran and Juleigh Buchan in attendance. Feedback gathered at the event was very positive with many visitors commenting that they have achieved excellent results through FMCG magazine this year. NARGON executive director Trina Snow said: “The Foodstuffs Expo allows us to get together with our members and suppliers face to face.

Maybe because this show is dedicated to the grocers, the suppliers appear to go the extra mile with their displays. The atmosphere, while remaining professional, is generally relaxed which makes this show a pleasure to attend. “The highlight for me was catching up and meeting the members and suppliers – it is always good to put a name to a face.” Many Foodstuffs group members and staff attended the expo, from Four Square Greytown, Featherston, Eketahuna and Pirinoa to Carterton and Masterton New World and Pak’nSave stores from all over New Zealand. Among the many highlights, Henergy and Breadcraft from the Wairarapa exhibited at the show as they sell nationally through the Foodstuffs group. Breadcraft/Cottage Lane won the

g rocer y busi n ess

Foodstuffs Expo

Palmerston North Pioneer New World baker Lauren Clough’s imagination and skill with icing saw her win all three sub-categories – gateaux, cupcakes and teacakes – to become overall winner of the Non-Qualified Apprentice category. Seen here with bakery manager Tania Park (on the left), and store owner Darrin Wong. At the NARGON stand (from L to R) Harminder Chahal; Mark Kennedy; Michael Kennedy (chair); Ross Jordon; Trina Snow (executive director); Robert Scott (vice chair).

coveted award for ‘Best bakery display’ this year, beating 20 other bakery stands and well known national brands such as Yarrows, Goodman Fielder, Bakels and George Weston Foods. The award winner was commended by the four national judges

for its superior marketing, product innovation and interaction with Foodstuffs members. Foodstuffs Wellington’s first cake competition was also a great success with more than 100 highly creative entries that drew admiring com-

ments and much camera clicking from viewers at the expo. The organisers and judges were impressed by all the entries from 40 bakers in 16 stores throughout the lower North Island who rose to the challenge of creating imaginative cakes and toppings.

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september 2011 FMCG

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FMCG september 2011

breach. Perhaps the most frequently litigated area is section 9 of the FTA, which prohibits misleading and deceptive conduct generally. There are also specific prohibitions on false and misleading representations, which covers anything that may lead consumers to the wrong conclusion, create an incorrect implication, or through leaving out (or hiding) information. There is a fundamental premise that traders should only make claims about their products if they have a reasonable and honest basis for doing so. Consumers’ purchasing decisions can often be manipulated by product claims such as those pertaining to the quality of the goods so that they are prepared to pay a premium price for the product because of the claim being made. The Ribena case is a good example where a misrepresentation was made in relation to the nutritional properties of a product. GlaxoSmithKline made certain representations that its Ribena product contained a high content of Vitamin C and promoted the product as having Vitamin C-related health benefits for children, teenagers and pregnant women. However, it was revealed that such claims were untrue and in fact some forms of the Ribena product contained no levels of detectable Vitamin C. Country of origin claims are another prime selling point and there have been a string of cases relating to claims that certain products were “New Zealand Made” when they were made overseas. For the most part, these were not direct statements but implied through representations such as “Kiwi” symbols

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Mark Gavin explains new aspects of The Fair Trading Act 1986. ew Zealand has an array of commercial legislation designed to protect consumers in relation to the sale of goods and services. The Fair Trading Act 1986 (“FTA”) tends to be one of the most well known consumer law protections in New Zealand, often referred to as the “cornerstone of consumer law”. Recently, there has been much discussion around consolidating and enhancing New Zealand consumer law. As such, the Consumer Law Reform Bill is expected to be introduced to Parliament later this year, which is likely to result in a number of key changes to existing consumer law, including those found in the FTA. In particular, the Ministry of Consumer Affairs proposes to introduce a new provision surrounding the substantiation of claims which will be of particular importance for the FMCG industry. The FTA governs misleading and deceptive practices, false representations and unfair practices. The Act is aimed at businesses in trade who are obliged to ensure that the information they provide is accurate and that important information is not withheld in relation to all aspects of the promotion and sale of goods and services.This enables consumers to make informed choices about the goods and services they buy and it also protects businesses who do comply as it is not possible to contract out of the Act. The FTA is monitored and enforced by the Commerce Commission, although anyone can make a complaint to the Commission about a potential

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and company descriptions. At present, there is no requirement for suppliers to actively be able to substantiate such claims. The burden falls on the Commission to prove that the claims are in fact not accurate or that they in some way mislead and/or deceive consumers.This task can often be difficult and expensive to meet for the Commission. Further, there is a current trend for some traders to make “vague” or baseless claims which lack clear understanding, such as what constitutes “organic”,“green” and “eco-friendly”. As such, the Ministry of Consumer Affairs has recommended introducing a general prohibition under the FTA which would make it an offence for traders to make an unsubstantiated claim in New Zealand, whether or not that claim would qualify as a misrepresentation. Traders would need to have reasonable grounds to justify or substantiate the claim at the time the claim was made. The substantiation would be appropriate to the level of the claim, for example some claims may require test results or by providing pre-sale and cost prices. The main benefit of such a provision would be to motivate businesses to consider the claims they make and potentially reduce the chances of misrepresentation and deceptive conduct in the first place. The potential downfall is that compliance costs are likely to vary depending on the nature of the claim being made. For example, a scientific claim may prove to be more costly to substantiate and suppliers may be more reluctant to provide new

There is a fundamental premise that traders should only make claims about their products if they have a reasonable and honest basis for doing so. products or products sourced from elsewhere if they cannot guarantee an appropriate level of substantiation prior to importing. Law changes in Australia have given regulators the power to issue â&#x20AC;&#x153;substantiation noticesâ&#x20AC;? that require companies to produce information to back up their product claims. Not complying with a notice is an offence and companies face automatic fines if they fail to respond. It is unlikely that New Zealand will follow suit as such measures are seen as unnecessary and complicated in the New Zealand context, whereas a more general prohibition would improve the Commissionâ&#x20AC;&#x2122;s ability to quickly clarify and take enforcement against unsubstantiated claims using its existing investigating powers. The proposed new substantiation provision in the FTA is one of several recommendations issued by the Ministry of Consumer Affairs as part of the Consumer Law Reform and it will be important for suppliers and retailers to keep up to date when such changes come into play. This may mean that the safest approach will be to have the facts and figures on hand (or at least be confident that you can get them) before making any claims about a product. Mark Gavin is a partner at law firm Hudson Gavin Martin, which specialises in intellectual property and technology law. Also contributing Stephanie Melbourne, solicitor of Hudson Gavin Martin. Email: mark.gavin@hgmlegal.com.

16 - 18 OCT 2011 Viaduct Events Centre

See world food innovation in action

True food innovation is not only a good food idea. It's about successfully and safely commercialising that idea. Discover innovation in food science and research, processing and packaging, safety and testing, and commercialisation.

Accounting for profit MoneyWorks ceo Grant Cowie highlights eight questions SMEs need to ask. stand for?’. I put together a list of the five most common questions SME owners should ask themselves when considering their accounting needs. (Interestingly, once I started, I ended up with eight questions!)

Grant Cowie.

omeone once said: “The trouble with accounting software is it has been designed by accountants”. But accounting software is a necessary tool for business, not just for compliance, helping you to make better business decisions – and stay cashed up. Let me add that I very much respect the accounting profession! But the statement above is a common refrain I hear from many of my customers. Most business owners don’t get into business to become an accountant, but basic accounting proficiency (helped by an intuitive software package) is an essential skill. This got me thinking about the most common questions the team at MoneyWorks and I get, and you know, they’re never about how to calculate PE ratios or ‘what does GAAP

FMCG september 2011

Should I outsource my accounting? I can’t answer that question for you, because it’s a case of horses for courses. However, with a straightforward, intuitive programme such as MoneyWorks, with a bit of practice you should be able to master it in no time. You should be easily able to take your own accounts to the profit and loss statement stage, and calculate your own GST. This will give you the benefit of having all the useful management information that a good accounting system can give you. That’s when you can either pass it all over to the pro or go the entire route yourself. Where is my major income source – volume or value? Critical information – you absolutely must be able to identify which of your products or services generate the most income. That should be easy if you are keeping the right records. But there’s a proviso to this rule and it’s about “income” versus “margin”. If you’re generating big income from low margin products or services, take a close look at whether or not you’re better to focus on lower unit sales of higher margin items. Again, it’s im-

perative your accounting system has this ability. Discounts: are they worth the paper they’re printed on? There are many types of discounts but they all add up to one thing – a reduced margin. So, once again you need to balance cost versus benefit. I take the approach that a discount should be a reward, not a matter of course. You can reward valued customers, or those who buy in bulk. You may want to provide a discount for creditors who pay early or as an incentive to a new major client. But discounting your daily services devalues your brand and sends you on a never ending downward spiral as competitors match and beat your discounts. It’s essential your accounting system has the ability to identify which customers to reward. When should I invoice? Immediately, if not sooner.The sooner you invoice the sooner you get paid. No job is complete until it’s invoiced. Don’t hold back to the end of the month (or worse, when you get round to it) – as soon as the job is done it should be invoiced. Again, when choosing an accounting system, make sure you can issue invoices to any timeline, not just once a month. And the invoicing system needs to be – and can be – easy. Otherwise you’ll put it in the too-hard basket. The ability to issue ad hoc invoices will improve your cash flow no end.

g rocer y busi ness – feat u re

How can I improve customer retention? First, meet their needs. Second, interrogate your customer database. If your accounting system is up to scratch it can provide you with all sorts of insights into customer behaviours. For example, Bill Bloggs used to spend $2000 a month with you but you haven’t had to issue an invoice for three months. You need to find out why, so a phone call and / or a coffee are in order. Inspect your books and use the information in your marketing. How do I face up to GST? Yes, we know eyes glaze over on the mention of GST and IRD in the same sentence. While GST is a fact of doing business I argue small business owners should look at GST as a benefit. That’s because it’s a very good discipline; it forces you to keep records. If you are on a six-month GST cycle, you should seriously consider reducing to two months. That way you keep on top, the cheque you write will be one third of the size, and there’s less time to spend the money. The two-month cycle represents tremendous discipline for business and if you are on top of your accounts you are on top of your GST. Ensure your accounting system is capable of providing regular reports and you won’t get caught short. What’s the best way to categorise transactions and stock? Good question and one that often comes up. Out-of-stocks can cost you. The best way is to categorise as carefully and accurately as you can. ‘Miscellaneous’ tells you nothing about the performance of your business. And yet ‘misc’ is probably one of the most common categories we see on a day-to-day basis. Some accounting systems restrict the number of categories you can use. Make sure your’s

provides the ability to better manage your inventories. How can I better manage my budgets and cash-flow? This is the serious stuff of course. Establishing what return you are getting on the funds invested in your business decides whether or not you should be sitting on the beach with a beer while your capital earns interest at the bank. Many small business operators are simply unaware how to calculate ROI or develop key performance indicators (KPIs). It’s often a problem where small businesses get bigger too fast.You simply must be able to easily access this sort of information from your sales records and accounting system. For SMEs, proper budgeting plus improved cash projections equals stronger working capital and happier bank manager. There we are - eight of the most common questions we get asked at MoneyWorks. And we didn’t mention PE ratios once. About MoneyWorks Even though you didn’t go into business to become an accountant, it’s still important to have the skills. There are statutory requirements for reporting and those skills will also enable you to be a more successful business person. Your accounting software can help. Dr Grant Cowie has a MCom but is not an accountant. He is a software developer and has a PhD in Decision Support Systems. Unsurprisingly he has opinions about accounting software. Accounting software needs to do so much more than simply bookkeeping and compliance. It should adapt to changing workflows, operate with other systems and grow with the business – not just tracking progress but looking to the future as well. MoneyWorks 6, from New Zealand’s own Cognito Software, is powerful, business-friendly accounting software for both Windows and Mac platforms.

If your accounting system is up to scratch it can provide you with all sorts of insights into customer behaviours. It enables people to really get to know their business by providing the insights and reporting they need to make smart decisions.With 30,000 clients across 70 countries, MoneyWorks has become a worldwide accounting benchmark for its ease of use and timely, relevant reporting.

WIN a set of MoneyWorks 6 Gold (worth $1,000 each)! We have three sets of Grant Cowie’s acclaimed accounting software MoneyWorks 6 Gold to give away. To enter the draw simply email your name and postal details to editor@fmcg. co.nz, with ‘MoneyWorks 6 Gold’ in the subject field. Entries close 30 September 2011. Winners will be notified by mail.

september 2011 FMCG

Bale Up & Boost Profit

As we are all aware, there has been a global shift toward being environmentally conscious and setting up our business operations to accommodate this trend. For businesses, this means recycling where you can and taking proactive steps to become more sustainable. Of course at the same time, you are looking for ways to be more efficient, cut costs and improve your bottom line. Funnily enough though, the very things that can positively impact your back pocket are things that can also enhance your sustainability. The trouble is you have no idea where to start, but it is not as complicated as you might think. Let’s take a typical supermarket as an example. Supermarkets are a fast pace environment where boxes of grocery items are arriving on a regular basis. As items are packed onto the shelves what is left are mountains of cardboard and plastic flying around the storeroom. To combat this you may have recycling bins or skips lined up outside. These bins of waste, if you are lucky, may provide you a little extra income or in other cases add to your expenditure. Either way, more often than not, it is an inefficient practice. Your staff must battle the weather to get the material to the bins and still you are left with a messy storeroom. Sound familiar? Well, there is a smarter alternative: compacting your cardboard and plastic into space-saving, quality bales.

Including a baler machine in your operation is a small investment compared with not compacting your waste. Loose waste is expensive in handling, collection and rental costs. But properly compacted bales of cardboard, plastic and other recyclable materials are valuable and have the potential to even increase your income. Bramidan is one of the leading suppliers of balers and compactor solutions around the globe for handling cardboard, plastic waste and other recyclable materials. Now, ‘New Zealand born and bred’ A-Ward is proud to be able to bring you these quality machines as our country’s official distributor. Compacting your waste into quality bales has many advantages for your business. When your staff compact waste at the source, they save time, which can then be used on more profitable activities. Less collection and transport of loose waste means better internal logistics and greater productivity. At the same time your workflow is smoother and your work environment safer. Furthermore, when you compact waste for recycling, you promote tidiness and hygiene at your workplace, not to mention all the space you will save. But you also take steps towards less pollution of the natural environment, an important factor for your business in this ‘green’ era. A-Ward’s vision is to design and deliver total systems for bulk material handling and recycling around the globe. Our priority is to firstly listen to our customers and understand their business before recommending the best solution for their individual operation. The combined knowhow and customer focus is exactly why the marriage of A-Ward and Bramidan is the perfect partnership. Contact us to talk further about how a Bramidan baler can improve your business operation. Chris Wilson A-Ward Attachments Mob: 021 774 934 Ph: 09 622 3741 Email: chris@a-ward.com www.a-ward.com

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Untapped Crossmark New Zealand managing director Grant Leach considers new ideas for forecourts.

Crossmark New Zealand managing director Grant Leach.

The forecourts of petrol & convenience (P&C) outlets in New Zealand are among the most underutilised pieces of retail marketing real estate. In many cases, the vast concrete areas are merely a vacant space, used only to ‘pump fuel’ and the return on investment for these spaces is almost negligible. Following a recent trip to Sydney, Australia I noticed that unlike our own, the forecourts of P&C outlets are considered to be the most attractive spaces for retail marketers. In some P&C outlets I saw that LCD screens had been installed above all the pumps and were showing a news reel. The reels are provided by a company called Pump TV, which uses wireless technology to deliver good-quality content and targeted advertising to consumers at the pump. What an ingenious idea! This means customers can see a

FMCG February 2010

snippet of the news, while being tempted by specific advertising that entices them to go in the shop and buy a hot cup of coffee, a cake, a sandwich or to top up their pre-paid mobile. Companies like Pump TV have filled the void. Advertising at the pump keeps people aware of the services and products available in-store and uses the time customers have while they wait. There is a great opportunity to offer a service similar to Pump TV in New Zealand’s P&C outlets to help drive impulse purchase in-store and generate greater revenue from advertisers. It’s no secret that P&C outlets in Australia spend a small fortune on store fit-outs and product offerings to get people into the store and into their ‘retail world’. In New Zealand, the current level of coordinated communication in forecourts is very low, beyond the traditional space allocated to advertise the current in-store promotions, such as value offers ‘buy two energy drinks for $5’ and the generous ‘buy four coffees and get one free’ rewards programmes. While the areas around the checkout are well utilised to drive purchases, other areas in the forecourt and store still lack innovation. For example, in the bread category there are just functional racks without any consumer appeal or bundling offers to boost basket spend.

opportunities

At the moment P&C outlets only have part of the equation right. Most obviously, outside in the forecourt there is a great untapped opportunity. When manufacturers decide to look to alternative channels for distribution, instead of relying fully on corporate grocery and/or the independents, they need to carefully research the P&C channel. While there are opportunities, they need a specific P&C strategy, which must not just be around ‘ranging’ but should consider the following factors. • Shelf presence • Pricing • Off location display opportunities (including form factor – both in-store and in the forecourt) • Product trial • Retail staff knowledge of their product • In-store communication • More sophisticated cross promotional opportunities.

Even though I am living in a ‘latte drinking area’ I notice that BP sells a heck of a lot of coffee in its Wild Bean cafe, which is a great example of how convenience can really operate well to drive growth in consumption beyond petrol. As a next step I would like them to send me a text as I drive past the service station asking me if I would like my usual double shot trim latte and I can earn double the rewards if I purchase in the next 10 minutes! In Australia, ‘Pay at the Pump’ is another technology that was instigated a number of years ago, and for a while it was quite widespread. The ‘Pay at the Pump’ system allowed customers to fill at the pump without leaving the vicinity of their car. You got in and out fast. As handy as this may seem, we are not likely to see this technology arriving in New Zealand anytime soon. You can imagine the decrease in in-store traffic flow that P&C stores would have suffered as a result of

this new technology. For shoppers to spend more money, they need to be enticed into the shop. This would have been a major blow to impulse purchases made when paying for fuel. So this explains their quiet disappearance. I wonder whether we may see the new owner of Shell (Z) take on more initiatives than its multinational competitors. Imagine if New Zealand’s P&C outlet forecourts had interactive touch screens that offered price deals such as 60-minute in-store specials, or digital vouchers delivered by SMS that can be scanned in-store to redeem attractive offers. More convenience options would be welcomed, such as access to the internet and GPS touch screens at the pump, and the opportunity to ‘Txt yr coffee and lunch order’ and pick up on arrival. Perhaps Z’s greater latitude and flexibility will lead the way for a change in the forecourt model. l september 2011 FMCG

Facebook Check-In Deals a first in Oz Australian shoppers will reap the benefits of personalised offers as Facebook launches Facebook Check-in Deals – exclusive discounts for shoppers at a local level across all Westfield centres and 7-Eleven stores nationally. In an Australian first, Westfield is trialling the new technology in partnership with selected speciality retailers. When using Facebook Places to check in at Westfield centres, shoppers will be alerted to special discounts available in-store. Westfield’s general manager of marketing John Batistich said the launch of Facebook Check-in Deals throughout Westfield centres nationally is a significant step forward for the retail industry, providing retailers with the opportunity to target shoppers with localised deals, and bridging the gap from the web to the stores. The 7-Eleven chain is also leading the way by teaming with Facebook to launch Facebook Check-in Deals. During the initial trial in August, customers could check in at any 7-Eleven store on their smart phone and claim a 450ml Coke, Coke Zero or Diet Coke for only $1. While Facebook Check-in Deals are already available in the US and throughout Europe, 7-Eleven was one of only a handful of retailers invited to test the functionality of the application in Australia.

Head of marketing for 7-Eleven, Julie Laycock said that GeoMarketing was the perfect way to engage with customers on-the-go, as the mobile phone is typically the only device people have at point of sale. “Facebook Check-in Deals will be a game changer in the Australian retail space. While there are many websites offering coupons and deals, Facebook Check-in Deals highlight deals available where smart phone customers shop and play. “Through smart phones and the Facebook Check-in Deals application, 7-Eleven can now offer customers a deal that literally sits in their hip pocket. “With over 92,000 Facebook fans and 500 7-Eleven stores in Australia, the new Facebook Check-in Deals platform will enable us to bridge the gap between online engagement and real world experience,” she said. l

Limited edition ‘Cookie for Christchurch’ Cookie Time has launched a limited edition version of its original Chocolate Chunk cookie to support the ‘Love Christchurch Made’ campaign. The specially packaged cookie, featuring the red and black Love Christchurch Made tag, will be available at more than 6000 retail outlets throughout New Zealand for the next six months. The aim is to encourage people to buy Christchurch-made products, and help get the city back on its feet as it continues to deal with the impacts of two major earthquakes and ongoing aftershocks. General manager Lincoln Booth says it is important to

Lincoln Booth, general manager & Paul Filipo, processing manager.

FMCG september 2011

reinforce the message that Christchurch businesses need support, now as much as ever. “Nearly 12 months down the track from the first major earthquake, many companies are back on their feet, but still need ongoing support. Especially as they face the reality of rebuilding their businesses while dealing with the day-to-day impacts of the aftershocks,” he says. Cookie Time was back to full production two weeks after the devastating February earthquake, but many staff have had homes damaged and CTL-franchised distributors with Christchurch runs remain affected by lower demand, as people move out of the area. “Since February, we have donated more than 25,000 cookies and bars to the relief effort. Now we want to look at ongoing ways to help our city and rebuild our local economy. As a proud family-owned Christchurch-based business, we want to see our city once more become a vibrant centre,” Booth says. “Using the strength of our brand to promote the cause makes sense, and will also have downstream benefits for our many Christchurch suppliers who provide ingredients for our product.” l

New technology from PES Petroleum Equipment Services is now stocking brand new technology for the tyre industry – it has just landed N2 Nitrogen Generators / Nitrogen Inflators. Designed for the inflation of tyres with nitrogen, this makes cost effective N2 delivery available for the first time with market-leading tyre inflation technology. The biggest benefit for tyre service companies is that the cost effective PES unit provides an excellent revenue opportunity while removing the need to buy, store and handle bottles. The chief benefits for the tyre customer are due to nitrogen’s properties compared to air – it can offer enhanced handling, improved fuel efficiency, extended tyre life and most importantly increased safety, which is why it is used in Formula One tyres! The PES N2 inflator incorporates the ability to preset the tyre pressure allowing the operator to automatically inflate the car tyre to the level required. It is so reliable and accurate that it enables the operator to securely continue with alternative work whilst the unit is inflating up to four tyres with N2, saving time and money. Using proprietary software with bespoke purging and

flat tyre detection, the inflator can also cost-effectively convert a car from air to nitrogen to give consistent provision of the 95% plus purity in the tyre, which is required to deliver the maximum nitrogen benefits based on 97-98% plus purity delivery. Jason Morley and Ross Masters, owner operators of Bush Road Tyres on the North Shore in Auckland, are the first independent tyre stockists to purchase and operate one of the PES N2 Nitrogen Inflators. Jason understands that they have to keep up with new technology and service their customers’ requirements. Since installing the PES N2 unit a month ago, they have filled hundreds of tyres with the nitrogen and have had great feedback from their customers. The PES N2 product provides cost effective and flexible revenue generating opportunities for tyre service providers by offering high levels of N2 performance with low running costs and long lifetime all for a moderate capital outlay. l

september 2011 FMCG

Is your team ready for RWC? Trina Snow, executive director, NARGON.

Trina Snow considers staffing guidelines during the Rugby World Cup.

Rugby World Cup 2011 will be the largest sporting event in the world this year and easily the biggest tournament New Zealand has ever hosted. Twenty teams will battle around the country for the privilege to lift the famous William Webb Ellis Trophy at the end of an epic 48-match tournament. The teams will be followed by around 85,000 international visitors from 100 countries, and by over 2000 media personnel from 55 countries who will be reporting on the games. Some reports put the number of visitors potentially as high as 100,000. Australia will have the biggest contingent of supporters, followed by South Africa, England, Wales, Ireland and a surprisingly large number from the Americas. Most of these visitors will stay for three weeks and almost half will be first time visitors to New Zealand. Rugby World Cup Minister Hon Murray McCully says the event “is an enormous opportunity to showcase New Zealand to the rest of the world and we are making the best of that opportunity”. For many stores, the influx of tourists and visitors means there may be an increase in demand, which requires hiring temporary or fixed-term staff, or extended hours for existing staff. The Department of Labour has recently issued some helpful guidance for employers on those issues. At the very outset, all stores are reminded that they need to ensure everyone they employ – on any form of employment agreement – has the legal right to work in New Zealand. There may be an increase during the Cup of people not entitled to work here looking to earn some extra money. Immigration New Zealand provides a free service where employers can quickly check a potential employee’s entitlement to work. The VisaView system is available online: www.immigration.govt. nz/community/stream/visaview. In relation to casual employees and fixed term

FMCG september 2011

employees, it is important to note that they are entitled to the same minimum employment rights as other permanent employees. This includes the new requirement that every employee has a written employment agreement. All employers also now need to retain a signed copy of the agreement under the recent amendments to the Employment Relations Act. A casual employee is only expected to work from time to time.Their work may be so irregular that it is not feasible to provide four weeks’ annual leave. In these cases, they should be offered holiday pay of at least 8% on a “pay as you go” basis.This should be recorded both in the employment agreement and the store’s wage records. Fixed term employment agreements can be signed where there are genuine reasons for the finite nature of the work. This includes project work, seasonal work or employment only for the duration of the Rugby World Cup tournament. If this fixed term is less than a year, which is likely for RWC-related employment, the employment agreement should provide for “pay as you go” annual holiday pay of at least 8%. Another option for stores is to increase the hours worked by existing staff during the Rugby World Cup period. In order to make a change to hours of work, employers and employees must agree to change the employment agreement. Extended hours will often require additional rest and meal breaks for staff. These will help ensure staff do not become fatigued and employers have a duty to provide a safe working environment at all times.This is a legal obligation but also part of being a good employer. Some employment agreements may already contain a clause allowing the employer to change an employee’s hours of work. However, even in these situations the employer must act fairly and reasonably before making any changes. Again, additional rest and meal breaks may be required and must be supplied. Further information regarding employer responsibilities during the Rugby World Cup and more general information is available on the dedicated Employment Relations section of the Department of Labour’s website: www.dol.govt.nz/er/. Alternatively, employers (and employees) can call the Department toll-free on 0800 20 90 20 for advice. No prizes for guessing who we hope will win on October 23.

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Arrow Refrigeration Limited 163 Archers Road, Glenfield PO Box 101162 NSMC, Auckland Ian Gregory, Sales Manager â&#x20AC;˘ Ph: 09 444 1661 â&#x20AC;˘ Fax: 09 444 1961 â&#x20AC;˘ Email: sales@arrowfreeze.co.nz â&#x20AC;˘ Website: www.arrowrefrigeration.co.nz

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Framec, Koxka, Orford, B Bonnett N NevĂŠ ĂŠ Festive, Skope, McAlpine september 2011 FMCG

the business of liquor reselling 58

FMCG February 2010

2011 The judging for New Zealand’s New World Wine Awards began in Wellington on July 19 as 13 internationally experienced judges stepped up to find the nation’s best affordable drops. The awards were established in 2003 and since then have gone from strength to strength. The New World Wine Awards have again attracted a strong response from New Zealand and international winemakers, with a record 1058 wines entered from 181 vineyards. Wines entered into the competition must retail for below $25 a bottle, and there must be at least 500 cases of each wine available for sale. Blind tasting for the awards took place over two days, using an internationally recognised points system that benchmarks each wine against what a perfect wine should be like, rather than simply competing against each other. “The beauty of these awards is that they are so strongly consumerfocused. The judging process is extremely robust, which means shoppers can have absolute confidence that a wine which has been awarded a medal is of an exceptional quality,” says Jim Harré, chair of the 2011 New World Wine Awards judging panel. The independent judging panel awarded gold, silver and bronze medals, and convened to select the trophy winners for overall Champion Red, Champion White, and Champion Sparkling. The top 50 wines from the full array of medal-winners will be showcased online in the New World Wine Awards booklet and in 135 New

Jim Harré, Chair of the 2011 New World Wine Awards judging panel.

World stores nationwide from early September. In addition to the distinction of an award, the awards guarantee winning winemakers national distribution and extensive brand exposure, driving sustained sales. “The promise of national distribution is a real point of difference for the awards, and is a major drawcard for winemakers. It means that success at the New World Wine Awards is much more closely linked to bottom-line results. For consumers it guarantees that the wines which truly stand out are also readily available,” says Nick Hern, ceo of Eurovintage, whose Dashwood 2010 Sauvignon Blanc was the top white at last year’s awards.

New World Wine Awards

FMCG caught up with Jim Harré to find out what the judges look for in a top wine. Judging wine is about a process that initially looks at absence of technical fault in the wine and then progresses through varietal expression, weight, texture, balance and finish, says Harré. A wine that ticks all the boxes is rated a good wine, but to move from good to great, every component must be in balance and the wine has to have an ‘x’ factor in terms of flavour, harmony and length, so it becomes a flawless whole. I think one of the important things to remember is that wine is not judged on how much judges like the taste of it, but it is judged on how technically correct it is and how it meets the parameters of varietal expression and typicity.

What are the current consumer trends in the wine category? Syrah wines have enjoyed a good amount of publicity over the past year and consumer education about where good Syrah is being produced – such as the Gimblett Gravels area in Hawkes Bay as well as Auckland’s Waiheke Island – has seen an increase in popularity. Sauvignon Blanc and Pinot Gris are always popular with Kiwis but we are also seeing an increase in the amount of Chardonnay being consumed. Chardonnay has had a revitalisation of sorts and we’re seeing Chardonnays that have more elegance and finesse. This sort of Chardonnay appeals to a wide group of wine drinkers.

On the back of last year’s New World Wine Awards we saw a growth in Pinot Noir as consumers realised there is an emerging group of top-quality Pinot Noir wines retailing below $25, which is fantastic to see. What are the benefits for medal winners in terms of increased sales? Previous winning winemakers have said that the New World Wine Awards is the only wine competition in New Zealand that guarantees a significant volume of sales for the brand owner. Winning a medal deepens brand credibility with consumers and New World guarantees winners a significant amount of exposure. l september 2011 FMCG

Extraordinary demand for Red Stag After launching Red Stag from Jim Beam into the New Zealand market in August, Beam Global (NZ) has confirmed that the opening stock, which was over 50% of the annual target has sold out within just a couple of weeks. Beam Global marketing director Rene Bros says the response for Red Stag has been astounding and unlike anything he’s witnessed in his career. “Red Stag has had huge international success and we were expecting a great response in New Zealand but this has exceeded our expectations,” he says. New Zealand is following the global trend that saw Germany sell a whopping third of its annual budget in the first four weeks, whilst in America, over 370,000 cases have been sold in a mere 18 months. “We’ve seen unprecedented demand for the product in both retail and in bars right across the country. This, partly, can be attributed to a strong marketing launch campaign, but it

really does show that Kiwi consumers are responding positively to this unique and exciting product,” adds Bros. The next shipment of stock has been pushed forward and will arrive shortly and the volume targets have been considerably increased to service the appetite for the product, says Bros. “Red Stag will now be distributed on allocation to ensure out of stock is kept to a minimum, giving everyone the opportunity to stock this great product,” he concludes. l

Liquorland celebrates a fresh new look Look out for a refreshing change to the face of your local liquor store. 100% Kiwi owned and operated, Liquorland launched in 1981 with 18 stores and has grown to almost 80 stores nationwide in 30 years. As a franchise-operated business, Liquorland owners share their own specific local knowledge with a focus on customer service, and an emphasis on being involved in the local community. That has given the Liquorland stores advantages over many other managed chains: regular fantastic promotions, a friendly, welcoming environment, and a passionate, knowledgeable team on hand to help with buying decisions for all its customers. But Liquorland now also has an eye-catching new look and fresh brand elements, such as a new logo and tagline. “Liquorland believes New Zealanders are about local people serving the local community,” says Liquorland ceo Dave Hargraves. “We’re all about capturing and celebrating those special moments and slices of Kiwi life. We think wines, beers and spirits should be appreciated, not just consumed,

FMCG september 2011

and are best enjoyed in good company,” he says. With an exceptional range of quality products readily available in convenient central locations, an enthusiastic team and all locally owned, Liquorland is proudly Kiwi. With an unrivalled depth of retailing knowledge, Liquorland has now added more colour and a celebratory atmosphere into the Kiwi tradition of entertaining at home. l

New craft beers bound to attract attention Hunua-based Boundary Road Brewery has launched a new range of premium, fullflavoured craft beers with names that will catch beer lovers’ attention. The Chosen One Golden Lager, Grizzly Beer Ginger Beer, Bouncing Czech Pilsener Lager and The Flying Fortress New Zealand Pale Ale have recently been released in six packs and are now available at all leading liquor retail outlets and supermarkets nationwide (RRP $13.99). One of the highlights of the new range is The Chosen One Golden Lager (5% ABV) as selected by beer tasters who were recruited to try three brews and vote on their favourite to go on sale. The Chosen One has a pleasant biscuit malt base, soft bitterness and hop aroma. The Grizzly Beer Ginger Beer (4.5% ABV) is a tasty brew with a soft and sweet pilsener and wheat malt base, along with a warming spicy and earthy ginger flavour, aroma and bite.

Beer lovers can also enjoy The Bouncing Czech Pilsener Lager (5.2% ABV), the hop accentuated beer in the range that will challenge the taste buds, and The Flying Fortress New Zealand Pale Ale (4.6% ABV), which has a complex sweet malt base with toffee and chocolate notes. Ben Shaw, Boundary Road Brewery marketing manager, says the brewery is excited to be launching a new craft beer range. “The new Boundary Road Brewery craft range includes four great tasting brews that we are confident Kiwis will enjoy. We are also very excited for beer lovers to try The Chosen One which was the beer of choice by 999 Boundary Road Brewery beer tasters who selected it on behalf of their fellow countrymen.” Boundary Road Brewery also produces NZ Pure and Haagen, and brews international brands such as Carlsberg, Tuborg and Kingfisher under licence. l

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Bags of gold for Marlborough wines Saint Clair Family Estate has been awarded nine gold medals at the 2011 New Zealand International Wine Show, the largest and one of the most highly regarded international wine competitions held in New Zealand each year. This year reflected an exceptional quality standard, with 68% of all wines entered receiving an award. Four gold medals were awarded to Saint Clair’s flagship varietal Sauvignon Blanc. The iconic Saint Clair Wairau Reserve Sauvignon Blanc 2010 was true to its gold medal standard, with the other three going to the newly released 2011 vintage. Other top performing varietals from the family-owned Marlborough winery were Chardonnay and Pinot Noir. Saint Clair owners Neal and Judy Ibbotson are thrilled with this recent recognition, commenting: “The outstanding results are attributed to our unique quality assessment system, which has identified superior sub-regions of Marlborough. This, combined with a strong team approach and an open-minded viticulture approach, has led Saint Clair Family Estate to become one of New Zealand’s most awarded wineries.” Among other highlights at the show, Yealands Estate has been awarded three gold medals. Yealands Estate won favour with the panel of judges for its Yealands Estate Single Vineyard Awatere Pinot Gris 2010, Yealands Estate Single Vineyard Awatere Sauvignon Blanc 2011 and Peter Yealands Premium Selection Marlborough Riesling 2011.

Yealands Estate winemaker Tamra Washington is delighted with the recognition. “The single vineyard wines provide the purest expression of our Seaview vineyard in the Awatere Valley and show the unique potential of this Yealands Estate winemaker sub-region for producing Tamra Washington. outstanding wines. We’re privileged to work with such premium cool climate fruit.” A panel of 24 judges, led by Bob Campbell MW, reviewed 2080 wines over three days of judging. Yealands Estate founder Peter Yealands commented: “Three gold medals is fantastic recognition for Yealands Estate and proof that sustainable environmental practices can produce top quality, affordable wines.” The Marlborough winery secured 13 medals in total, including silver for the inaugural vintage of its Yealands Estate Gruner Veltliner 2011. Full Circle Sauvignon Blanc 2011, bottled in 100% recyclable lightweight plastic 750ml bottles also took out a silver medal. Yealands Estate is New Zealand’s leading environmentally sustainable winery. Developed by entrepreneur Peter Yealands, the privately owned winery features advanced green technology in every aspect of design and function. l

NZ wine making progress Our wine industry is making progress despite tough economic times according to the June year end 2011 Annual Report of New Zealand Winegrowers. “Three years ago, the New Zealand wine sector was reeling from the combined effects of the 2008 supply shock and the global financial crisis. Today, excess inventory has been sold through and we have the confidence to take in a record harvest based on anticipated demand,” said Stuart Smith, chair of New Zealand Winegrowers. Smith noted that total New Zealand sales (export and domestic market) rose 11% to 221 million litres for the June year end 2011 while export value rose 5% to $1.1 billion. “These achievements represent real progress against a background of increased uncertainty in the global economy.” Smith is clear, however, that significant challenges still remain for the sector. “Profitability is a key concern for

FMCG september 2011

wineries and growers, as many still struggle with the legacy effects of the past three years. The wild gyrations of the NZ dollar are a major problem for wine exporters, and threaten to de-rail the recovery that we are starting to see. Domestically, annual excise increases impact winery financial returns because those increases cannot be passed onto consumers.” Smith noted that in a rapidly changing environment there was a need for a clear path forward for the sector and the industry organisation, New Zealand Winegrowers. “For this reason we have commissioned a major independent strategic review of the sector and our own activities. Consultants PwC have been appointed to conduct the review which we believe represents an exciting opportunity to build on the progress of the industry to date, and to position New Zealand wine for greater success in the future,” said Smith. l

nargo n

Major changes coming for liquor laws Trina Snow looks at the details.

The National-led Government has announced a major set of reforms relating to the sale of alcohol in New Zealand. Earlier in the year, the Law Commission studied the issue and made 153 recommendations, in a hefty report which weighed almost 2.5kg. Recently, the Government announced its intention to pass a package of changes, which would implement (in full, or in part) 126 of those 153 recommendations, as well as making other changes. Announcing the package, the Government stated the intended aims were to minimise alcohol-related harm (including crime, disorder and public health problems) and to zero in on where harm is actually occurring – particularly around youth. The main changes proposed are: • Giving local communities the power to decide how many alcohol outlets there are in their community, where they are and what time they are open. This will make it easier for residents to object to new stores and bars. • Setting maximum hours of 7am to 11pm for off-licences and 8am to 4pm for on-licences.This will impact on 24hour stores, requiring them to shut the liquor section for eight hours a day. • Introducing a graduated alcohol purchasing age of 18 for on-licences and 20 for off-licences.This will, however, be the subject of a ‘conscience vote’ in Parliament. There is strong lobbying on both sides, but a split purchase age is the most likely result. If it passes, people will have to be 20 to buy alcohol in a supermarket, but only 18 to purchase it in a bar. • Giving parents more tools to manage their children’s access to alcohol and requiring more parental and individual responsibility for supply to minors. • Restricting RTDs to 5% alcohol content and limiting

Trina Snow, executive director, NARGON.

RTDs to containers holding no more than 1.5 standard drinks. Although this will not affect supermarkets, this was an unexpected change which created considerable controversy. It was not recommended by the Law Commission. • Allowing the Justice Minister in consultation with the Health Minister to ban alcohol products which are particularly dangerous or appealing to minors. • Strengthening the law on the types of stores eligible for an off-licence to ensure dairies and convenience stores are not eligible. NARGON is deeply disappointed with this approach. • Investigating a minimum pricing regime by asking industry to voluntarily provide sales and price data within a year.This Government, like many overseas, is interested in setting a minimum price for a unit of alcohol to eliminate ‘super-cheap’ drinks. • Increasing penalties for a range of licence breaches, including selling to a minor and serving an intoxicated person. This is a welcome strengthening of current laws. It will also be an offence to present fake ID. • Improving public education and treatment services for people with dependency issues. NARGON is supportive of this approach. • Requiring Parliament to lead by example by removing its licensing exemption. It is a little known fact that Parliament itself has never been subject to the Sale of Liquor Act. If the package is passed, only police bars will continue to be exempt, though this proposal has created fierce public debate. The Government rejected the recommendations suggesting a 50% increase in excise tax, a total ban on liquor advertising and a compulsory ‘one-way’ policy from bars after 2am. In the circumstances, the package is relatively balanced, however NARGON continues to have concerns about the changes to licences for smaller stores and the complexity of a split-purchase age.We would prefer it remained at 18 across the board.

september 2011 FMCG

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Has your team been part of a charity event, opened a new factory, or dreamed up a colourful promotional activity? Send us your favourite photo and go in the draw to win a Jansport bag filled with Darrell Lea goodies (worth more than $145). Just email your high res image with a caption and your contact details to: editor@fmcg.co.nz

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DIARY 2011 september 2

ENVIRONMENTAL PACKAGING AWARDS

Auckland www.packaging.org.nz/awards_2011/awards_2011.php

NEW ZEALAND INTERNATIONAL WINE SHOW AWARDS DINNER

Crowne Plaza Hotel, Albert Street, Auckland

www.nziws.co.nz

5-8

FINE FOOD AUSTRALIA

Sydney, Australia

www.finefood.com.au ASIA FRUIT LOGISTICA

Hong Kong Convention and Exhibition Centre Hong Kong

www.asiafruitlogistica.com RUGBY WORLD CUP 2011

Nationwide events until 28 October.

www.rugbyworldcup.com

12-13

SECOND ANNUAL AUSTRALASIAN FMCG SUMMIT

Luna Park, Sydney, Australia

www.acevents.com.au/fmcg2011

27-28

FMCG Marketing Summit

Crowne Plaza, Auckland

www.conferenz.co.nz/fmcg

OCTOBER 8-12

MASSEY UNIVERSITY FOOD AWARDS

Auckland

www.foodawards.massey.ac.nz

29-30

GLUTEN FREE FOOD & ALLERGY SHOW

Christchurch

www.glutenallergy.co.nz

NOVEMBER

7-9

ANUGA

Cologne, Germany

www.anuga.com

16-18

NZ Food Innovation Showcase

Viaduct Events Centre, Auckland

www.nzfoodinnovationshowcase.co.nz

2-4

The Great New Zealand Sausage Competition 2011

Auckland

www.sausagecompetition.co.nz

2-4

FGC ANNUAL CONFERENCE

Wellington

www.fgc.org.nz

16-18 ANNAPOORNA – WORLD OF FOOD INDIA and INTERNATIONAL FOODSERVICE INDIA

Mumbai

www.worldoffoodindia.com

17-19

NZ JUICE & BEVERAGE AWARDS

Tauranga

www.nzjba.org.nz/awards.asp

DECEMBER 5-7

FINE FOOD INDIA

Pragati Maidan Exhibition Centre New Delhi, India www.finefoodindiaexpo.com

Is your event or trade fair featured here? If you’d like to be included please email: editor@fmcg.co.nz

NEW SunRice Rice Cakes Range Available from 1st September