FMCG April 2012 by mediaweb

incorporating

9 421902 251016

APRIL 2012 Volume 18 No 3 $9.15

THE BUSINESS OF MANUFACTURING • LOGISTICS • SUPERMARKETING

fmcg . co . n z

•

foo d ne w s . co . n z

Brilliantly new

ACU_ING_11226

on the outside...

exceptional

still quality on the inside.

Ingham ‘new’ red box and bag range are brilliantly positioned to drive profitable growth in the packaged frozen category. Brilliant freezer presence

Exceptional range and customer choice

100% New Zealand quality chicken

range ‘em... your customers will Love ‘em. For more information about Ingham Red Box or Bag range call Ingham’s sales department on 0508 800 785.

TM MC

Flex...

with BIC’s triple line up NEW

The NEW Flex 3 from BIC, now offering you Flexible Blade technology and Triple blades for your closest and smoothest shave yet.

3 ﬂexible blades Pivoting head & non-slip rubber grip Aloe & Vitamin E lubricating strip Adding to our current range of performance shavers, including Hybrid Advance…the ﬁrst disposable shaver with the functionality of a system.

www.bicworld.com

contents

6 Editor’s note 8 FMCG Online 9 Industry news 10 Subscription form

APRIL 2012

Up Front

Category checks 24 Hot Beverages & Soups 30 Petcare 36 Male Grooming

Regulars 12

NARGON

FMCG Supplier Awards 2012

Recruitment

Are you doing your personal brand justice?

16 Fresh and local

In season

18 Q&A

NZ King Salmon CEO, Grant Rosewarne talks to FMCG

20 Feature

Towards a sustainable future for seafood

36 Health & Beauty Aisle

Male grooming & new products

42 What’s Hot

New products in store

45 GS1

GS1 CEO, Dr Peter Stevens on choke points

OUR COVER The NIVEA FOR MEN Q10 Skin Energy Range now has new and improved formulas to give skin instant energy.

Spotted out and about

Diary

Your guide to upcoming industry events

Grocery business

contents

APRIL 2012

64 Snap

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

46 Grocery business news 48 FGC

Katherine Rich considers the standard for nutrition, health and related claims

Feature New age marketing

Convenience store and oil channel updates

54 Feature

Crossmark MD Grant Leach on servicing Four Square

56 Nargon

Trina Snow looks at the new Food Bill

57 Directory

58 Q&A

Independent Liquor CEO, Julian Davidson talks to Keith Stewart

60 Easter Show Wine Awards 2012

The highlights

63 BWS industry news

e ditor ’s note Vol 18

No 3

april 2012

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

Peas, pigs, fish and health claims The worldwide demand for protein is rapidly growing due to the burgeoning global population. However, animal protein production actually generates higher greenhouse gas emissions than transport, which means reducing the environmental impact of protein production is of crucial importance. So will the road to a sustainable future be paved with peas or pigs? Industry expert Johann Tergesen considers the options in an exclusive online article on fmcg.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

Printing & Pre-press PMP Print

Publisher Used on a white background

Mediaweb Limited PO Box 5544 Wellesley Street, Auckland 1141 115 Newton Road, Eden Terrace, Used1010 on a black background Auckland Phone 09-529 3000, Fax 09-529 3001 www.mediaweb.co.nz

Let’s just hope the idea of growing artificial meat in a laboratory setting doesn’t catch on! I agree with John Clarke, our resource writer, who says that we have to teach our customers to change their eating habits and appreciate smaller cuts of quality meat. For me personally, peas with a small portion of fish will do nicely for dinner. Salmon is an excellent source of protein and New Zealand supplies some of the finest quality in the world. I recently caught up with NZ King Salmon CEO Grant Rosewarne, who shares his vision for the company on pages 18-19 and who finds that consumers are increasingly seeking out functional foods and healthy, fresh foods. About 50 people a day are diagnosed with diabetes in New Zealand, but researchers have found a lower incidence of high blood sugar levels in populations

that include more salmon in their diet. The omega-3 fatty acids in salmon have been associated with a multitude of other benefits in clinical studies. Sadly, some other products are not as convincing when it comes to health claims. At the end of April, Food Standards Australia and New Zealand (FSANZ) is expecting to publish, for ministerial consideration, its review of draft Standard 1.2.7 – Nutrition, Health and Related Claims, ultimately for inclusion in the Australia New Zealand Food Standards Code. FGC chief executive Katherine Rich considers this review on pages 48-49. Local suppliers are playing an increasingly important role as consumers begin to scrutinise the provenance of food and its environmental footprint. I hope to see more and more products proudly displaying their regional roots, like Naked Organics’ soups made with produce from New Zealand farms and Bluebird’s new Pukekohe potato chips. Fantastic stuff – and it supports our local economy too! Small businesses are our country’s life blood, the innovators, the wealth creators and the backbone of the productive economy, said the Hon John Banks at the recent NARGON Supplier Awards. We bring you the event highlights and a complete list of the award winners on pages 12-14.

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

Tamara Rubanowski editor@fmcg.co.nz

g n i v a h e r a e W r o f l l a aB Venue: The Langham Hotel Date: Saturday, 1st Sept 2012 Time: 7.00pm

www.grocerycharityball.org

Whatâ&#x20AC;&#x2122;s online

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

Glammies retail winners

Easy meals While some convenience store operators are gingerly testing the waters of healthy lunch and dinner solutions, others have plunged right in as consumer demand moves steadily towards fresher fare. NZ industry experts talk about the current trends on fmcg.co.nz.

The 2012 Golden Lamb Awards attracted record entries and high calibre judges. Ashley Gray, marketing and communications executive at Beef + Lamb New Zealand, reports the results online.

NZ International Business Awards The 2012 New Zealand International Business Awards recognise businesses that operate successfully in international markets. Find out on fmcg.co.nz which accolades Westland Milk Products and Sistema received this year.

People and performance The power of protein

PL US

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

How can you effectively manage change and lead your team to the next plateau of success? Kevin Vincent explains the principles of leadership on fmcg.co.nz.

How can we revolutionise the food system to ensure that healthy protein is available to a global population estimated to reach up to 10 billion people by 2050? Johann Tergesen, president of Burcon NutraScience Corporation, considers this in his article on fmcg.co.nz.

n ews PAK’nSAVE comes to Silverdale The eagerly anticipated Pak’nSave supermarket in Silverdale opened in March 2012. The 6540 square metre Pak’nSave will create 200 jobs; have 330 car parks; 24 checkouts; and a fuel outlet on site. Foodstuffs (Auckland) general manager property development Angela Bull says, “We have had feedback from the community for many years about bringing Pak’nSave to Silverdale so we are thrilled to be opening this store. “It’s great that we can bring Pak’nSave’s policy of New Zealand’s lowest prices to this community. The store is in a great location, easily accessed from all directions and has plenty of car parks.” Vinod Bhaga, the owner/operator of the store says, “We want to bring the country’s lowest food prices to Silverdale and provide choice to our customers. We are proud to be part of the Silverdale community and provide 200 jobs to locals. The new store looks amazing and I can’t wait to open the doors.” The new Pak’nSave is situated at 20 Hibiscus Coast Highway,

Councillor Penny Webster at the official opening.

at the intersection with East Coast Road, which is conveniently located for the local community and for those passing through the area. The store was officially opened by Councillor Penny Webster on March 27, 2012. l

New executive GM for L’Oréal New Zealand Brendon Urlich takes up the new role of executive general manager of L’Oréal New Zealand and general manager of Consumer Products Division from April 2, 2012. Urlich comes with strong experience in various local and international sales, marketing and management positions during the past 15 years. Commercial experience in Europe, Asia, the Middle East and New Zealand markets, particularly in FMCG,

gives him a strong base for his new role at L’Oréal. In his role Urlich will have full responsibility for the Consumer Products Division business and in addition corporate responsibilities including communications, IT, supply chain, human resources and finance. The newly created role of executive general manager will represent the L’Oréal Group in New Zealand and will report to the L’Oréal Australia & New Zealand managing director Johan Berg. After four years in New Zealand, L’Oréal Consumer Products Division general manager Jean-Dominique de Ravignan will take up a new important role internationally within the company. L’Oréal is the world’s leading cosmetic, skin care and hair care company. In New Zealand, it employs 187 staff including nationwide sales representatives. l

24-25 May 2012 Ellerslie Event Centre, Auckland

Visit www.cleannzexpo.co.nz or call 0800 451 590 Supported By

Media Partner

april 2012 FMCG

news Plans for new PAK’nSAVE unveiled Foodstuffs South Island has revealed its plans to build a new Pak’nSave store, with a fuel site on the property, next to an existing store in the eastern suburbs of Christchurch. Pak’nSave Wainoni is the largest private employer in the eastern suburbs, with 285 staff currently working in the store. Steve Anderson, CEO Foodstuffs South Island, says, “With such a large number of people affected, we feel it is critical for the store to keep trading. This will provide surety to our staff, and a much needed service to the local community.” Anderson continues, “Engineers have confirmed the structural integrity of the existing building is safe, but the costs required to fix the superficial damage means that it is more cost effective to build a new store from scratch.” Lianne Dalziel, Member of Parliament for Christchurch East, says she is pleased the private sector is starting to re-invest in the eastern suburbs. “It has been a long, hard road for many Christchurch residents, many of whom have lost both their homes and jobs in the aftermath of the earthquakes. Foodstuffs’ commitment to keeping its staff employed while creating a new store for the eastern suburbs is commendable. “Ensuring the largest supermarket in the area remains operational is critical for the surrounding communities. I would like to appeal to local councils and government bodies to continue to work

Lianne Dalziel, Member of Parliament for Christchurch East, and Steve Anderson, CEO, Foodstuffs South Island.

with businesses like Foodstuffs to ensure such re-builds can be completed as soon as possible. It is vital to the regeneration of our communities that the private sector is able to invest in the region, and expediting the processes needs to be a top priority,” says Dalziel. The resource consent process is currently underway and Foodstuffs hopes to begin building in the next few months. “Feedback from staff and customers is that they really want us to keep the store open, and that they are looking forward to a new and improved Pak’nSave in the eastern suburbs. In the meantime they are happy to make do with the current store – which is in need of refurbishment but is structurally sound,” says Anderson. The redevelopment of Pak’nSave Wainoni is a significant investment from Foodstuffs with the cost for the new 6000 square metre store estimated at $23-$25 million. l

& YES! Title: Mrs, Ms, Mr

I’d like to order an annual subscription to FMCG magazine (11 issues) for just $90.00 incl GST including the free twice-weekly foodnews email newsletter. Name:

Company name:

Job title:

Address: Phone:

MONTH TO BE IN THE DRAW

Email:

I am paying by

°ÊVisa

SUBSCRIBE THIS

Postcode:

TO WIN A CASE OF

°ÊCheque (enclosed). Please make cheque payable to Mediaweb Limited

°ÊMastercard

THE NEW LOOK BRANCOTT ESTATE

°ÊTick here if you require a tax invoice or receipt

MARLBOROUGH

Card No:

SAUVIGNON BLANC 2011

Name as it appears on the card:

Expiry Date:

(VALUE $156).

Signature:

Type of business:

* Terms and conditions apply. A six bottle case. Winners must be 18 years or over. Enjoy Brancott Estate Wines responsibly.

Used on a white background

SUBSCRIBE ONLINE Cheques payable to: Mediaweb Limited Post to: Subscriptions, Mediaweb Limited, FREEPOST 288, PO Box 5544, Wellesley Street, Auckland 1141 Used on a black background Email: subs@mediaweb.co.nz

FMCG april 2012

www.fmcg.co.nz/subscribe (including international prices) From time to time we run subscriber-only offers related to other magazine titles we publish. If you do not wish to receive these, please tick.

All prices include GST GST No: 102-417-023 If you do not wish to receive offers from third parties, please tick.

n ews Entries pour in for NZ Ice Cream Awards The annual NZ Ice Cream Awards, which were instituted in 1997, are well under way again. Entries for the 2012 Awards close on April 27; judging will begin in Auckland on May 9 and the results will be announced at the NZ Ice Cream Association’s annual conference in June. A new category for ‘Best of …’ has been introduced and this year’s flavour will be New Zealand’s iconic Hokey Pokey. An additional award, ‘New to Market’, will be presented, for a new product launched in the previous 12 months. In recognition of the growth in small boutique ice cream and gelato manufacturers there will be a Supreme Award for large manufacturers, and a Supreme Award for boutique manufacturers. The criteria will be determined by the manufacturer’s annual production; a boutique manufacturer must produce less than 500,000 litres per annum. All Gold Award winning entries are then eligible for the Supreme Awards, based on their score. There are separate categories for Low Fat, Gelato and Sorbet. These three categories cater for those products that do not meet the Standard or Premium Ice Cream formulation guidelines. The Vanilla Ice Cream judging is divided into Standard and Premium Categories, which allows premium vanilla ice cream to be judged separately from other premium products. The ‘Open Creative’ category once again has two sections –

Ice Cream and Gelato/Sorbet – and is open to any individual, restaurant, hotel or catering establishment that produces and serves these products on the premises. Entries in this category should not be available for sale in any retail outlet. Entries are also expected from the research and development departments of the manufacturers and suppliers. Chief judge Kay McMath has been judging the Ice Cream Awards since 2002. Judging will take place at Massey University in Albany and the ‘Kids Choice’ category will again be judged by local children. The categories and sponsors of the 2012 New Zealand Ice Cream Awards are: Standard Vanilla Ice Cream (Sensient Technologies) Standard Ice Cream (Invita NZ) Best of Hokey Pokey (International Flavours & Fragrances (NZ)) Premium Vanilla Ice Cream (Chelsea Sugar) Premium Ice Cream (Geon) Open Creative (RD2 International) Kids Choice (Alto Packaging) Export Ice Cream (Fonterra NZ) Gelato (Huhtamaki Henderson) Sorbet (Formula Foods Corporation) Low Fat (Hawkins Watts) ‘New to Market’ Award (Salkat NZ). l

Can an ATM make you money? If your business processes 1,500 or more eftpos transactions per month, then you can really benefit from having an ATM. Rather than providing cash out over eftpos, let your fast convenient ATM provide cash to your customers instead, providing you with the opportunity to: UÊ VÀi>ÃiÊÃÌ>vvÊ«À `ÕVÌ Û ÌÞ UÊ >À Ê>ÌÌÀ>VÌ ÛiÊÀiL>ÌiÃÊ ÊÞ ÕÀÊ / ÊÌÀ> Ã>VÌ Ã UÊ ÌÌÀ>VÌÊ ÀiÊVÕÃÌ iÀÃ UÊ i «ÊÞ ÕÀÊVÕÃÌ iÀÃÊÃ«i `Ê ÀiÊ>ÃÊÌ iÞÊ >ÛiÊV>Ã ÊÊ Ê > ` Our clients report sales increases of up to 14 per cent, thanks to their convenient orange ATMs.

`Ê ÕÌÊ ÀiÊvÀ Ê iÜÊ<i> > `½ÃÊV Ûi i ViÊ / ÊÃ«iV > ÃÌ° Phone: 0800 4NZATM (0800 469 286) v J â>Ì °V ° âÊÊÜÜÜ° â>Ì °V ° â

march 2012 FMCG

Excellence celebrated at

NARGON FMCG 1

Nargon chief executive Trina Snow reflects on the Awards highlights.

he annual NARGON and FMCG Supplier Awards are held to acknowledge and celebrate the very best of the New Zealand supply industry. At a glittering gala dinner held at the Amora Hotel in Wellington on the 15th March, Gold, Silver and Bronze medals were awarded in eight categories. The 24 medals and eight trophies were presented by NARGON chairman Michael Kennedy, vice chairman Robert Scott, FMCG magazine editor Tamara Rubanowski and Hon John Banks, the Minister for Small

FMCG april 2012

Business. All the finalists were nominated by NARGON stores and the eventual winners were decided by the voting from NARGON stores. Coca Cola Amatil (NZ) took out the Supreme Award of the night – the Gold medal for Best Overall Trading Partner.They also won Gold for Most Efficient Distribution. Accepting the award, the company’s spokesman said Coca Cola Amatil was “proud to be part of the Awards and really appreciated the support we have received from stores during an extremely difficult trading year out there”. Cadbury NZ received the Silver

medal for Best Overall Trading Partner and Bronze went to Griffins Foods. The Supreme Award winners’ prizes were sponsored by Mediaweb’s FMCG magazine. FMCG was also the official media partner of the 2012 Supplier Awards. The trophy for Best New Product 2012 was picked up by Brandlines’ Peckish Thins rice crackers while Cookie Time won two Gold medals for Best Small Supplier and Best New Zealand Owned Company. NARGON chief executive Trina Snow said, “The purpose of these awards is to thank suppliers

featu re

Supplier Awards 3

1. Hon John Banks, Minister for Small Business. 2. Robert Scott, the new NARGON chairman. 3. NARGON board members: Robert Scott; Peter Pritchard; Harminder Chahal; Amos Sutcliuffe; Trina Snow; Ross Jordan; Michael Kennedy; Mark Kennedy; Stephen Woolley. 4. Hon John Banks, and Tamara Rubanowski present the Supreme Award to Casey Mason (R) and Patrick Powers (L) of Coca Cola Amatil (NZ). 5. Nargon Board members Mark Kennedy (L) and Robert Scott (R) with Melissa Foreman of Living Foods. 6. Sean Goodwin of Cadbury New Zealand and Hon John Banks. 7. Russell Smith of Griffins Foods and Hon John Banks. 8. FMCG editor, Tamara Rubanowski.

for providing quality service and products to the grocery industry, which is an integral part of a store’s success. We congratulate all our winning suppliers and thank them for their hard work and support over the last 12 months.” The Master of Ceremonies for the Awards ceremony was the silky voiced Richard Mills, a consummate professional who kept the event rolling. Before dinner was served, attendees listened to the keynote speech from Minister of Regulatory Reform and Minister for Small Business, the Hon John Banks. In

addition to referring to Epsom as the “greatest electorate in the history of the world” and promoting his restaurant (Tony’s on Wellesley Street in Auckland), the leader of the Act Party had the audience laughing when he uttered the famous line, “I’m from the Government and I’m here to help.” On a more serious note, the Minister paid a sincere tribute to suppliers and stores for “upholding the time honoured values of quality, packaging and service”. He described small businesses as, “the country’s life blood, the innovators,

the wealth creators and the backbone of the productive economy”. Minister Banks had the crowd nodding when he passionately argued that, “Government needs to get off the backs, and out of the pockets of, small business.” The Minister ended his speech with three pieces of advice he had learnt from decades in the restaurant trade. He advised those in attendance to “do the small things very, very well; have an obsession with customer service; and always do what you say you are going to do. It may well be your competitive advantage.” april 2012 FMCG

feat ure

Nargon Board members Mark Kennedy and Robert Scott present the awards and Barkers gift hampers to: 1. Richard Hall of James Crisp. 2. Paul Harris of Brandlines. 3. Simon Law of Fonterra Brands.

The Award winners were: Best New Product Over the Last 12 Months Gold – Brandlines Peckish Thins Silver – Frucor V-Blue Bronze – Fonterra Brands (NZ) Mammoth Yoghurt Best Invoicing and Paper Trail Gold – Frucor Silver – Griffins Foods Bronze – SC Johnson Best Small Supplier Gold – Cookie Time Silver – Global Products Bronze – Twin Agencies Best Overall In-store Support Team Gold – Coca Cola Amatil (NZ) Silver – Griffins Foods Bronze – Cadbury New Zealand Most Efficient Distribution Gold – Coca Cola Amatil (NZ) Silver – Cookie Time Bronze – Griffins Foods Best Performing Fresh, Chilled or Frozen Product Gold – Fonterra Brands (Tip Top) Tip Top Ice Cream Silver – Living Foods’ Herbs and Salad Bags and Containers 14

FMCG april 2012

Bronze – Premier Beehive NZ Beehive Streaky Bacon Best New Zealand Owned Company Gold – Cookie Time Silver – Prolife Foods Bronze – James Crisp Supreme Award – Best Overall Trading Partner Gold – Coca Cola Amatil (NZ) Silver – Cadbury New Zealand Bronze – Griffins Foods Congratulations to the all the winners and to all the hard working suppliers who were nominated by appreciative stores. It was also announced that the 2013 NARGON and FMCG Supplier Awards would return to their more traditional date in late October. Details will be announced in due course but this year’s event has set the bar very high, both in terms of the standard of the nominations received and the quality of the Awards function itself. In addition to the three-course meal, speeches and Trina Snow, executive director, NARGON.

awards, attendees had ample opportunities to network with other suppliers, store owners and staff before and after the formalities. On 14 March 2012, NARGON held its Annual General Meeting. At the Awards dinner it was announced that Robert Scott is the new NARGON chairman, the first from the Four Square chain to have that role in some 20 years. He paid tribute to his predecessor Michael Kennedy who will be remaining on the NARGON Board as vice chairman. Scott also thanked NARGON executive director Trina Snow for her “hard work and heavy lifting” in putting the Supplier Awards together and making them such a success. The Silver sponsors for the event were Pernod Ricard, Watties, Chelsea, Coca Cola, Bluebird and Cadbury. The Bronze sponsors were Farmland, Hellers and Barker’s. The sold-out crowd eventually left the Amora Hotel clutching bulging goody bags courtesy of many generous sponsors. • Photography by Jan Michael David.

recr ui tm en t

Are you doing your personal brand justice? Dale Rous looks at the role of social media in recruitment. So, you work hard and perform well – now you’re looking for the next challenge with a fair reward.You put together a polished CV which highlights your strengths and outlines clearly why you deserve that dream role. Next, you spend hours talking to your trusted recruitment partners and carefully using your networks to hunt out the right opportunity. You’re excited that you’ve managed to get to final interviews for two perfect roles; either one would be the step you need! Then, you get a call about each: “Sorry, it’s a no go.” Without a real reason given as to why you wouldn’t fit, you wonder what happened. Read on for potential insights. More than half of employers check the profiles of applicants on social networks like Facebook, LinkedIn, and Twitter. Here’s what both employers and employees should keep in mind. Nowadays, the documents you submit to your potential employer (cover letter, résumé, references) will not be the only thing he or she looks at to get a better understanding of your background, performance and fit. In fact, more than half of employers are probably going to also check out your accounts on social networks. Perhaps some of you are now making a frightening realisation as to how exposed you really are. The latest data comes from the UK business psychology firm OPP, which presented its findings recently

Dale Rous, Associate Consultant FMCG Sales & Marketing OCG Consulting Ltd

at the British Psychological Society (BPS) conference on occupational psychology. One of the papers by the business psychologists covers a 2011 study into the use of social networks such as Facebook, LinkedIn and Twitter. About 56 percent of employers said that they were likely to check out the social media presence of potential employees (although 27 percent of those surveyed said they would be uncomfortable with the same being done to them). Interestingly, 37 percent of people say they change their persona online – so looking at their online presence may be misleading anyway. On the other hand, a recent study said your Facebook personality is genuine, so it may not be that misrepresentative after all. I’m sure you’ll have your own view on this, but the risk is, your potential employer may not share that same view. So what advice do we have for jobseekers? It’s all common sense: lock down your Facebook profile and behave on LinkedIn as you would at a professional networking event. It also wouldn’t hurt to check your Facebook privacy settings. On the other hand, like your polished CV, could you use social media to strengthen your personal brand? An HR director for a large multinational we worked with recently was very impressed that a candidate had used LinkedIn to research his profile. Could you be using social media to your advantage?

Fiona Hill Dale Rous Hamish Marr

Kevin O’Shannessey

www.ocg.co.nz | 09 377 7575 april 2012 FMCG

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

In their PRIME Pears, apples, feijoas and Kiwi kiwifruit. Beef, fat lamb and venison. Blue cod, snapper and tuna; squids and crabs are good also. Red cabbage, Brussels sprouts and kumara. And this is the best time for mutton birds and Bluff oysters.

FINISHING Our apricots, nectarines and peaches. New Zealand strawberries, beans and sweet corn.

INTERNATIONAL TRENDS March 15 this year marked the 50th anniversary of American President John F Kennedy being the first world leader to acknowledge the importance of consumers’ basic rights in a speech to Congress. Sustainable products are often more an expensive or hard-to-find option, but they are available and as the trend overseas is strongly in this direction, we should not ignore it. So called ‘green washed’ advertising and misleading labels hamper shoppers who want to choose green products and in Europe these shoppers are starting to react against outlets that promote these brands.

FMCG FEBRUARY 2012

FISH Supply of inshore species will slow down as we move into late autumn. The main season for tarakihi is slowing and finishes in June but there will always be some around. Gurnard is always available; a lovely fish you can’t afford to ignore. Trevally and kahawai are still in good nick at this time of year and are greatly underrated, inexpensive fish species. There has been lots of very good flounder on the market and it is a wonder we do not make better use of this fish. These will be around in the short term but the fishing will be quietening down as we get closer to winter. Supplies of blue cod (which by the way is not actually a cod at all; it is a wrasse) will be increasing as the albacore fishing season starts to run down and these fishermen head south to the cod fishery. So even the Auckland market may get to taste the odd one, if you guys down south relax your exclusive claim to it. Tuna quality is still good and the price is right.

MEAT All the hoofed animals are in fine condition with feed in good supply heading into late autumn. New Zealand meat prices are tied to the export schedule and the trend has steadied for beef and venison but is still dropping for sheep meats. We have to teach our customers to change their eating habits and appreciate smaller cuts and value our great quality farm-raised red meat for what it is – the best in the world. To this end I recently checked out two new consumer lines from Silver Fern Farms; lamb medallions and

venison rumps. These are beautifully packaged and come in at 400gms, giving civilised portions for three persons. Beef schedules steadied somewhat in March from the recent falls but New Zealand beef is still good buying. Lamb Nationally the lamb price is still dropping and with feed plentiful farmers are hanging on to lambs to reach higher weights to make up the shortfall in price. Good for our local businesses – more lamb meat and more flavour. Marama Organics has been awarded second place in the Open Class category at the Beef + Lamb New Zealand Golden Lamb Awards, which aim to find New Zealand’s most tender and delicious lamb. Farmer and first-time finalist Graham Clarke is delighted to be recognised at The Glammies for the farm’s quality organic product, processed by Silver Fern Farms. Mutton The mutton price has been dropping for a few months now and March saw even sharper falls. Mutton is now looking a very good option for consumers. Farmed venison The price trend is still downwards but the steep slide from the very high prices in mid October has levelled off and it looks to me like the price will stabilise at the $7 per kilo mark. Price stability for the last four to five

years means at least we know where we stand and can market this great product appropriately. Pork We are seeing more free-range pork on the market and consumers are out there looking for it. I even saw organic pork offered in one of the premises specialising in organics. I will check this out but I have my doubts â&#x20AC;&#x201C; more on this in the next issue. And if you want to offer New Zealand processed pork products, do look for the 100% NZ Pork label.

FRUIT Stone fruit volumes will fall and prices will firm this month but pip fruit volumes will increase and prices ease. All the great New Zealand seasonal apples are arriving in numbers so there are no excuses for the imported rubbish. We now have the â&#x20AC;&#x2DC;Deliciousâ&#x20AC;&#x2122; varieties and the Braeburns in, these are followed closely by Fuji and Pacific Rose, then Granny Smith and towards May the pretty Pink Lady. This month is also a good month for pears, good volumes coming in and good value. The glut of avocados is over I am afraid â&#x20AC;&#x201C; good while it lasted though. Quinces are also on the way.

We are seeing a lot of the Kent and Keitt varieties of mango (the green ones) from Mexico and some organic ones from Peru at present and very good quality they are too. This variety seems to keep better and bruises less easily. All varieties of New Zealand grown melon are around to some extent but itâ&#x20AC;&#x2122;s the rock and honeydew that are best now, although not for much longer. Then there will be imported varieties available. This is passion fruit season but it will be all over in a couple of months.

VEGETABLES Most of our New Zealand grown summer and autumn vegetable supply will be shortening up. Pumpkins will be at their best this month and leeks and celery will also be in top condition. Good supplies of brown onions and with plenty of New Zealand red onions still around, you do not need to buy the Californian ones. By the end of April courgette, aubergine and tomato volumes will have fallen off, prices will be rising and we will see more of the imported product from now on. Supplies

of New Zealand beans and sweet corn will be dropping off. All varieties of new season kumara Beauregard (orange, softer, sweet), Tokatoka, (yellow, firm, good flavoured), Owairaka and Northern Rose (traditional red, very firm), will be in the market in good volumes. We are also now well supplied with Brussels sprouts from the central North.

6OJUFE 'SFTI /FX ;FBMBOE *ODPSQPSBUFE IBT CFFO XPSLJOH GPS UIF GSFTI GSVJU BOE WFHFUBCMF JOEVTUSZ TJODF 0VS 7JTJPO 5P FOIBODF WBMVF GPS BMM NFNCFST PG UIF GSFTI QSPEVDF JOEVTUSZ CZ QSPWJEJOH MFBEFSTIJQ PO QBO QSPEVDF JTTVFT 0VS .JTTJPO 5P QSPWJEF WBMVBCMF SFMFWBOU TFSWJDFT UP PVS NFNCFST BOE SFQSFTFOU UIFN JO HPPE GBJUI PO QBO JOEVTUSZ JTTVFT

6OJUFE 'SFTI /FX ;FBMBOE *ODPSQPSBUFE $BMM GPS B NFNCFSTIJQ QBDL UPEBZ PO XXX VOJUFEGSFTI DP O[

XXX BEBZ DP O[ april 2012 FMCG

Super seafood NZ King Salmon Farm in the Marlborough Sounds.

Managing premium salmon products in New Zealand is all about space, sustainability and a health message, says NZ King Salmon’s CEO.

ew Zealand King Salmon (NZKS) is New Zealand’s largest fin fish aquaculture producer employing more than 445 skilled workers in New Zealand. Currently producing 8500 metric tonnes of king salmon annually (accounting for 70 per cent of New Zealand’s salmon production) total sales on domestic and export markets are NZ$115 million p.a. NZKS is the world’s biggest farmer

Gourmet selection platter.

FMCG april 2012

and supplier of the king salmon variety with 55 per cent of the global market and earns around NZ$60 million a year in foreign exchange. Grant Rosewarne, chief executive since 2009, is a successful business leader with an excellent track record of profitable growth and market-leading innovation in the consumer goods sector. He has had significant international experience in Britain, Europe and Australasia, and came to NZKS after a very successful career with Sara Lee Corporation where he ultimately achieved the position of chairman of the UK and Ireland. Rosewarne has a Bachelor of Applied Science in Chemistry and Microbiology from the South Australian Institute of Technology and an MBA from the Australian Graduate School of Management, University of New South Wales. He now lives in Nelson with his family, but travels frequently. FMCG caught up with him on a recent visit to Auckland. What are the biggest challenges for aquaculture and the NZ FMCG industry in the next few years, in your opinion? Space, costs and getting across the health message.We need more space to grow the business because right now

we can’t keep up with demand here in New Zealand and overseas. We could bring in an extra $100 million a year to New Zealand if we had more space. Rising feed costs are an issue because they contribute to the cost of our production and put pressure on prices.We have a premium product with double the amount of omega-3s than other salmon species, which are less expensive to produce and have a lower level of healthy oils.We are the only marine source of long chain omega-3s produced in New Zealand. Are you implementing any new technologies in NZ? We are always looking for new technologies that help us do things in a more sustainable way. Our goal every time is to minimise waste and downstream costs so we are constantly looking at our packaging for example.This could be anything from investigating ways of prolonging the shelf life of our products to introducing twin packs. Twin packs enable people to buy a bigger piece of salmon and conveniently have one piece today and the other tomorrow. Sustainability – what are your company’s policies? Sustainability is at the heart of the business.We farm in the Marlborough

Q&A “We need more space to grow the business because right now we can’t keep up with demand here in New Zealand and overseas. We could bring in an extra $100 million a year to New Zealand if we had more space.” NZ King Salmon CEO, Grant Rosewarne. Sounds so we have a responsibility to be conscious of the environment in everything we do and how we do it. We also use feed that contains ocean fish and we have been able to reduce the marine content on our feed so much that we now produce more marine protein than our fish consume. This is very important for us. How are NZ King Salmon products progressing in New Zealand supermarkets? Packaged salmon sales are worth more than $25m annually through New Zealand supermarkets and are growing at nigh on 13% annually*. The last quarter to 26/02/12 shows growth has accelerated to 15.9%*. This is led by New Zealand King Salmon with a market share of 64.5%* and is a result of strong post-Christmas sales and the successful launch of Regal Slices into handy twin packs. * Aztec scanned sales, Total Key Accounts, MAT & Qtr to 26 Feb 2012.

What is your vision for NZ King Salmon in the next year? We have a vision that embodies being able to provide sustainable and growing export income for the company and the country, and we need more farms to do that. Ideally we

would like more New Zealanders to eat more salmon too… just as much from a health point of view as from a sales perspective. King salmon is chock full of omega-3s and healthy vitamins and minerals, and we believe New Zealanders are really only just catching on to what a super food it really is. Part of that is also making salmon more accessible, more convenient – twin packs fall into that space. Are there any new developments at NZ King Salmon you wish to mention? We are reorganising internally in sales and marketing to better focus around the channel. For example, we have a new general manager retail and dedicated teams for marketing, new product development and sales. Which consumer trends do you predict for the next year? Definitely there is a trend towards functional foods and of course that includes growth of healthy fresh foods. Plus, consumers want to know where their food comes from, the provenance of their food and whether or not it’s produced sustainably. Convenience in packaging continues to trend as it has done for some time.

Top tip for NZ supermarkets? We have a great relationship with our distributors and the retailers. Really they simply should keep up the good work. I know the supermarkets fully understand our category and support our efforts, and they have a good focus on fresh produce and protein in-store, so that’s excellent. I am sure they will continue to leverage the category initiatives that we and other brands are providing. If you’re not getting a big enough piece of the pie in supermarkets, it’s often the result of a category not doing so well.We’re fortunate to have a strong category with seafood. When you are not at work, your favourite activity is…? Fine New Zealand food and wine are my vices and I enjoy enjoying them with a group of friends. april 2012 FMCG

Towards a sustainable future? FMCG talked to fish and seafood suppliers in New Zealand, Australia and the US.

n June last year Foodstuffs announced that it would change most of its Pams range of canned tuna to fish aggregating devicefree (FAD-free) by the end of 2011 and add a range of tuna caught by pole and line – a lower impact type of fishing. Greenseas, owned by Heinz in Australia, and also sold in New Zealand, has committed to phase out FAD and purse seine caught tuna by 2015. In the US, a third retailer has announced recently that it will not stock seafood from Antarctica’s Ross Sea for environmental reasons. Harris Teeter joined US supermarket chains Safeway and Wegmans by taking the ‘Ross Sea Pledge’, which means it will not buy or sell seafood from that area. It is also calling for the entire Ross Sea to be protected. “We have pledged not to buy or sell any seafood harvested from the Ross Sea,” the company states on its website. “By taking the ‘Ross Sea Pledge’ we encourage the nations who are members of the Commission for the Conservation of Antarctic Marine Living Resources to designate the entire Ross Sea as an MPA [Marine Protected Area],” it continues. The Ross Sea has been identified as the least human affected large oceanic ecosystem remaining on Earth.

FMCG april 2012

Many scientists are advocating for it to be designated as a fully protected marine reserve. However, a longline fishery for Antarctic toothfish, started by New Zealand vessels in the late 1990s, is operating in the Ross Sea and supplying the luxury market. The Barcode of Life organisation hosted its first Southern Hemisphere conference in Adelaide, South Australia last November. The organisation has developed user-friendly systems of identifying seafood.

in New Zealand affected by these recent developments? FMCG set out to find what’s in store this year.

Southern Clams South Island based Southern Clams has invested in its own forestry venture so that its production footprint will be carbon neutral to the first point of sale in New Zealand. The company has a strong commitment to being carbon neutral to any point of sale in the world by 2018.

Southern Clams is recognised as a pioneer in environmental responsibility in the clam fishery industry. The organisation is an international consortium of scientists intent on developing a database of marine species’ DNA in support of biodiversity research. Secretary of the organisation David Schindel says that the technology is capable of providing a tool for retailers to authenticate their seafood supplies. In October 2011 the US Food and Drug Administration approved DNA barcoding as a way to prevent mislabelling of seafood in the United States. Are fish and seafood suppliers

Southern Clams is recognised as a pioneer in environmental responsibility in the clam fishery industry and has carved out niche markets in Europe, North America and Asia and supplies the New Zealand market. Managing director Roger Belton says the company’s commitment to carbon neutrality is not only in keeping with its philosophy of environmental responsibility but is in fact essential for the long-term economic sustainability of its commercial fishery. “If we are to be competitive in overseas markets we have to

featu re be carbon accountable. Increasingly consumers’ choices are being driven by environmental values. The food miles spent by exporting to the other side of the world make our products less marketable.” This year Southern Clams has planted 83 hectares of bio-diverse forestry in the Otago region and plans to plant 300 hectares by 2015. The company has planted a range of species with varying growth rates which include some deciduous species. Belton says the company’s decision to grow its own forest rather than buying carbon credits on the open market is an investment in economic stability. “By owning our own carbon-generating mechanism we are insulating the company from the volatility of the carbon credit market. We know how volatile the price of petrol is, carbon will be no different and Southern Clams doesn’t want to

be exposed to that risk.” Fraser Booth, New Zealand sales & marketing manager, says: “Southern Clams has been producing seafood for over 30 years in a sustainable manner. New Southern Clams products include IQF Clam Meat Southern Clams Chowder and Natural Clam Stock.This hails a new era for New Zealand clam products and finally gives Kiwis the opportunity to use a true Kiwi product.

Currently all IQF [individually quick frozen] littleneck clam meat and clam juices are imported from around the world. Southern Clams will be actively promoting these products via trade shows and media.”

Sealord Ann de Liefde, trade marketing manager, Sealord, told FMCG: “Taste, convenience and quality are essential but many consumers also want to be

april 2012 FMCG

feat ure

sure their choices are environmentally sound. Sealord products are a good choice as all of our frozen range is made from fish caught in New Zealand waters and sustainably managed through the world-recognised quota management system. Hoki is also certified as sustainable by the independent global body, the Marine Stewardship Council (MSC).” Sealord NZ markets both the Sealord and Captains Choice brands in NZ supermarkets. De Liefde says: “Sealord Group is both the clear number one and the growth driver with 54.9% value share of the Frozen Grocery Seafood category. The category is worth $34.5 million in Total Key Accounts in the MAT to 19 February 2012, and grew +$3.7 million in the current year due to Sealord’s brands contributing +$1.9 million of this growth.* The other competitors are Birds Eye and Independent with about 20% value share each. Fillets ($23.2 million) and Fingers and Cakes ($10.2 million) are the key segments within Frozen Grocery.” Sealord completed a major relaunch in late 2010. Sealord was instrumental in moving the category away from commoditised bulk packs into value-added, a move which brought a lot of growth for retailers and the category. Changes to the Sealord range included: • “taste is key” reformulation using

FMCG april 2012

higher quality fish to improve taste texture and enjoyment; • “premiumised” to re-position products as clearly Everyday or Premium high-value products designed to appeal to a new consumer; • “health and wellbeing” was lifted by removing trans fats and reducing saturated fats to offer a healthier product. Sodium was reduced to comply with Heart Tick criteria. “Grains and wholemeal have been introduced to improve the products’ nutritional position and some products are cut and packed by hand, with crumbs that are baked on-site using natural ingredients such as oats and seeds.” She adds: “Sealord’s innovation grew Fillets by +$1.86 million to $14.1 million in the MAT to 19 February 2012. Star products include the Sealord Hoki Family 6s 480g range including Classic Crumb, Lemon Pepper and Potato Crumb. Sealord has six of the Top 10 items in Fillets, and all continue to grow*.” Look out for new launches in April 2012: Sealord has partnered with McCashins Brewery to create Simply Crafted Beer Battered Hoki Fillets with Stoke beer. Both Sealord & McCashins are based in Nelson and have a shared heritage in community. This brings consumers ‘A Taste of Nelson’ which taps into the growing trend towards provenance and eating fresh, local ingredients. Fish Bites use real Hoki Fillet pieces and are aimed at families who are looking for a versatile easy meal or snack solution, without compromising on health. Sealord Tapas provide the perfect entertainment solution and now use 100% Hoki Fillet pieces, providing quality food for those searching for new and interesting tastes, which inspired the Kumara Crumb and Sweet Chilli flavours. De Liefde explains: “Sealord has led the ‘premiumisation’ of Frozen Grocery Seafood since 2010. Our

challenge is to continue to drive purchase frequency by opening up new occasions within family eating at affordable prices.” *Aztec data to 19 February 2012.

Canned fish and seafood Sealord NZ markets the Sealord range of canned Tuna and Salmon, with additional small ranges in Smoked Fish, Shrimps and Crab. De Liefde says: “Sustainability of tuna has been in the news recently. Sealord tuna is sustainable and sourced from fisheries where the stocks are healthy. Bycatch is very low (1.7% of catch) and Sealord is working to reduce it even further through our participation in the International Seafood Sustainability Foundation (ISSF). This is a global alliance of companies, environmental groups and scientists committed to improving fisheries and ensuring sustainable tuna for the future.” She adds: “Canned Seafood is worth $93.2 million MAT to 19 Feb 2012, and has declined slightly from year ago by -$1.0 million. The top segments are Flavoured Tuna ($37.6 million), Standard Tuna ($19.6 million and growing at +0.5% in the MAT) and Pink Salmon ($14.3 million declining -4.0% in the MAT). Media communication from Sealord is focusing on building consumer awareness of the versatility of Tuna and Salmon. “We have launched Tuna Mayonnaise 95g and Salmon Sensations Mayonnaise 85g and Salmon Sensations Tomato and Onion 85g late 2011,” says de Liefde. She adds:“Sealord has 56.2 % value share of the category (MAT 19 Feb 2012) and Sealord’s value share has lifted further in recent periods. The canned market remains competitive as it is a mature market where offerings are generic and duplicated across brands.” * Aztec data to 19 February 2012.

Kumara snack chips a first in NZ supermarkets

healthy and nutritious alternative to mainstream snack chips has arrived on supermarket shelves across New Zealand in the form of Kumara Chips. Lower in fat and calories than common potato chip brands, Kumara Chips from Kenny’s are rich in beta carotene and high in dietary fibre, plus a good source of Vitamin C, iron and calcium.The new chips are the only snack chips made from kumara on sale in New Zealand supermarkets nationwide. Available in two flavours, Original and Salt & Pepper, Kumara Chips fill a gap for a healthy, tasty and affordable snack to fit in with modern lifestyles.The versatile chips can be eaten at any time, enjoyed at parties, picnics and barbeques, included in children’s lunch boxes, or served with a dip when entertaining.

Launched by Nutritious Foods, Kumara Chips are targeted at parents, professionals and lifestylers. “We believe that the long history of New Zealanders enjoying kumara will attract consumers to trying the healthy vegetable in a fresh new format,” says brand manager Kenneth Wang. Kumara Chips distinctive yellow and orange packaging can be found alongside potato chips in the snack food aisle of supermarkets at RRP$3.99 for a 140g pack. Wang says Kumara Chips fulfil consumer aspirations to eat healthier by providing a nutritious alternative to other snack foods. “We are committed to providing a healthier choice for people wishing to maintain a healthy lifestyle while enjoying a tasty snack. For this reason Kumara

Chips are lower in fat than any of the leading chip brands, while still retaining that sweet kumara taste,” he says. Kumara Chips contain no traceable gluten or trans fat. A combination of complex carbohydrates in kumara gives the chips a natural sweetness. Wang says that Kumara Chips contain less oil residue than other snack chips because of the use of a unique low temperature cooking method. “It is a process that takes three to four times longer than traditional deep frying and the result is a chip that is crisp and retains the natural colour, flavour and nutrients of kumara, while containing less oil.” Kumara Chips are available from Countdown stores nationwide as well as other select supermarkets. Visit kumarachips.co.nz for more information.

At last, a healthier choice

A great alternative to traditional snack chips! Kumara Chips, Naturally Tasty and Much Healthier ● Rich in Beta Carotene ● High in Dietary Fibre ● Generous supply of Iron and Calcium ● Good source of Vitamin C ● Less Fat* ● No Traceable Gluten or Trans Fat Two great ﬂavours: Natural and Salt & Pepper New ﬂavour Sour Cream & Chives is coming soon.

Trade enquiries welcome Contact: Kenneth Wang on 021-366138 or kenneth@nutritiousfoods.co.nz Nutritious Foods Ltd Tel: 09-3040254

* Minimum 25% - 50% less fat compared to the leading brands of ready salted potato chips

april 2012 FMCG

cate go r y c h e c k

Autumn warmers As the temperatures outside begin to plummet, consumers reach for hot beverages and warming soups again. FMCG looked at some of the new developments and best sellers in these categories.

iwis love their coffee. Last year, product sold through supermarkets would make a total of 1.64 billion cups of coffee. Add to this the continued growth of cafe coffee as well as coffee consumed in the workplace and you have 1.9 billion cups of coffee drunk in New Zealand per annum. Matthew Angus, category manager – Beverages, Nestlé New Zealand, says: “In the last year, the supermarket purchased component of this was only grown by 1.5% cups versus prior year. This is slow, and highlights the need for both manufacturers and retailers to consider demand generating activity outside of price promotions to generate value growth for the category. “The Café Inspired segment, capitalising on the consumer’s desire for an out-of-home coffee experience in home, has been a key category growth driver recently. The segment is now worth $38.7m, and in the past two years has grown by $9.4m, representing 40% of the value growth of the entire coffee category.” Angus adds: “With overall coffee consumption relatively flat, the segment remains critical to ensure coffee continues to grow at the double digit growth rates it is currently achieving. Firstly, over 80% of the segment’s consumption growth is generated via incremental coffee occasions; users are continuing to have their everyday 24

FMCG april 2012

coffee as well as seeking a cafe coffee experience at home. Secondly, the retail price per cup is $0.53.This is over double the price per cup of any other segments, ensuring if consumers do switch consumption to Café Inspired products, category growth remains strong. While this seems expensive, it is clear consumers see real value in the segment, especially when compared to a cafe coffee which sells for around $4.” Angus says: “Nescafé Café Menu, with 70% value share of the Café Inspired segment has been the key driver of segment growth. In the last year the brand has grown by $4m, 80% of the total category growth of $5m. In 2012, there will be two key focuses to continue this rapid growth; bring new users into the segment and encourage greater consumption amongst existing users. Research shows 44% of coffee consumers aren’t even considering the category (Brand Health Monitor, 2011) – they simply don’t know what the products are. During this winter there will be a strong sampling programme and shopper focused in-store activation targeted at educating these non-users on the Nescafé Café Menu range.” In February a 30-pack range of Nescafé Café Menu launched in three flavours: Cappuccino, Caramel and Vanilla. Angus comments: “The Nescafé Café Menu 20-pack range has grown at

75% value in the last year; representing $5.1m. Despite this rapid growth there are still massive opportunities to grow. Eight percent of existing users consider Café Inspired coffee as the only coffee they drink (Shopper Research, Big Picture, 2011), yet the segment is only 4.4% to total cups consumed.The new 30-pack range, flashed with a value pack claim to highlight it on shelf, will target these heavy users, and continue to encourage greater consumption rates. At a recommended retail price of $19.99 this pack is a great way to drive up the basket size of your coffee shoppers.” *All data used unless otherwise stated has been sourced from The Nielsen Company,Total Supermarkets, MAT to 26 Feb 2012.

Cerebos Gregg’s “Cerebos Gregg’s continues to be the market leader in Fresh Coffee with 21.1% value share of total key accounts,” says Jodie Timmins, brand manager – Fresh Coffee. “Two brands make up the strong portfolio: Robert Harris and Civo. Robert Harris remains the number one brand within the category, with 17.9% value share, growing at 6.8% vs YA*,” says Timmins. She adds: “Last year was a huge year for Robert Harris with the launch of plunger bags, which saw the brand lead innovation, in a format that’s easy to use, clean and convenient. Removing

hot beverages and so u ps significant barriers to higher use, including lack of confidence, inconsistency, mess and time, the response from consumers has been fantastic. “With significant investment behind the launch, we had sold our threemonth forecast in just the first three weeks and exceeded our year-one budgets. Through above the line, sampling campaigns and food shows we ensured awareness and trial objectives were reached, which was key in ensuring the success of the launch. On top of all this, we removed barriers to purchase with the best value-added promotion ever to hit supermarkets, offering a free custom-designed Robert Harris plunger with any purchase of one of the new 140g packs of plunger bags. That week alone, generated a massive 1994 units sold,” says Timmins. Robert Harris has a great new look rolling out in the coming weeks. Research was conducted to ensure that the new-look product also helped consumers with their decision at shelf, making their life a whole lot easier. Strength indicator and simple descriptors can now be found front of pack, along with higher impact blend names and grind devices, making it easier to navigate through this highly cluttered area of the supermarket, says Timmins. *Aztec MAT to 29 January 2012.

Healtheries Teas – Vitaco Health Senior product manager James Ford says: “Healtheries have some of New Zealand’s favourite teas, being the number one brand in the $21m Herbal & Green tea category with 31.2% share. Healtheries is driving the growth at +14.7% vs YA, compared with the market at +8.6%*. “Healtheries have a wide range of teas including fruit, green, herbal, functional, rooibos and chai.We continue to grow the market through innovation – bringing exciting and delicious new flavour combinations to consumers. Our Kiwi-inspired flavours are particularly popular, and sales are going well for the four new teas recently launched

– Strawberry with a Lime Twist; Crisp Green Apple; Tropical with Mango, Pineapple & Passionfruit; and Green Tea with Braeburn Apple. “We support our brand and product launches with advertising and sampling, including a nationwide hair salon campaign where customers get to try our new teas in a relaxing environment, and also get a money-off coupon to redeem in supermarkets. Over 120,000 cups of tea will be sampled in March and April, so customers will be looking for these new flavours in-store.” Healtheries is also launching a brand new range of Chai Latte in May, with convenient individual sachets in boxes of eight. There are three indulgent flavours to choose from: Spicy, Kamahi Honey and Chocolate. “They are 99% fat-free and have 25% less sugar (than a leading regular Chai Latte product),” says Ford. He adds: “As Chai Latte becomes more popular in cafes, consumers want to bring that cafe-style experience home and to work, so they are choosing to purchase in a convenient format from the supermarket. The powdered Chai market is currently worth $2.6m and growing fast at +79% vs YA*. “The opportunity exists to grow the Chai market further with a truly authentic cafe-style product.We’ve developed a unique, frothy taste sensation – with exotic spices including cardamom, clove and cinnamon combined with decaffeinated black tea and a creamy milk base, to create a decadent cafe-style chai drink.”

Bell Tea & Coffee

THE BREAKDOWN Current MAT to 26 February 2012 Total Soup $62.970m Value % Chg vs YA 2.4 T. Canned Soup $26.180m Value % Chg vs YA -0.1 T. Cereal Soup $4.172m Value % Chg vs YA 3.5 T. Instant Soup $18.857m Value % Chg vs YA 5.7 T. Packet Soup $11.464m Value % Chg vs YA 1.8 T. Soup Mix & Pulses $2.297m Value % Chg vs YA 7.5 T. Fresh Soup $13.269m Value % Chg vs YA 32.0 Total Tea $83.036m Value % Chg vs YA 10.0 T. Green Tea $7.729m Value % Chg vs YA 10.7 T. Herbal Tea $12.719m Value % Chg vs YA 5.5 T. RTD Tea $5.675m Value % Chg vs YA 20.5 T. Tea $56.912m Value % Chg vs YA 10.1 Total Coffee $203.112m Value % Chg vs YA 10.7 T. Instant Coffee $116.572m Value % Chg vs YA 8.5 T. Roasted & Ground Coffee $45.810m Value % Chg vs YA 13.1 T. Flavoured Coffee $38.989m Value % Chg vs YA 15.7 * Nielsen New Zealand ScanTrack (Databank)

The Bell Tea & Coffee Company is the only NZ-owned tea and coffee manufacturer in the country. Established originally as the Bell Tea Company in Dunedin back in 1898, Bell remains committed to New Zealand and is unique amongst tea brands here in that it is actually blending and packing tea on site in Auckland and Dunedin, especially for New Zealander’s tastes, rather than importing global blends ready packed, says Jessica Ambler, tea april 2012 FMCG

cate go r y c h e c k marketing manager. Household brands produced or represented by Bell Tea & Coffee Company include the Gravity and Jed’s Coffee Co brands, and both Twinings and Bell Tea. Ambler says: “Key launches in 2011/12 include a new range of decaffeinated, flavoured and naturally sweetened teas for children, and additional products in the very successful Jed’s range – a strength number four which suits the NZ taste for a stronger blend and a whole bean variant at the same strength.The hugely familiar Bell red box – Bell Original – also received a facelift, bringing the old favourite a little more up to date.” She adds:“Jed’s is going from strength to strength. The simplicity and clarity of the proposition at shelf is winning Kiwi coffee drinkers over, and it is the fastest growing roast and ground coffee nationwide (+259% value growth MAT Nielsen Feb 26/2/12).” Ambler adds: “Bell for Kids is proving a hit with both kids and adults alike! With flavours chosen and approved by kids, the range opens up a whole new segment in the tea category, and is introducing children to the pleasure of tea drinking in a healthy way, and hopefully making it a lifelong habit! Honey & Vanilla has proved the most successful to date but the latest launch – Toffee Apple (planned for April 2012) – has researched particularly well.” Last year Twinings embarked on a road trip, going from Cape Reinga to Bluff, asking NZ tea drinkers to vote for their favourite new Earl Grey blend. At the same time, they were also asked to vote for their preferred charity. By the time they reached Bluff there were clear winners for both, and in June 2012 Twinings will be launching their new Orange Blossom Earl Grey with a donation from the sale of every pack going to St John. ‘New Zealand Earl Grey’ will join Twinings New Zealand Breakfast Tea as the second blend in the Twinings’ portfolio in which New Zealanders have had their say. Ambler expands: “The tea market has picked up in New Zealand after 26

FMCG april 2012

a period of decline over the last few years. Both value and volume sales are now in growth. Green tea is enjoying particular success, growing by 13% in value in the latest quarter, and similar in volume (Nielsen Feb 26/12). However, it is black tea that makes up the lion’s share of our tea consumption in NZ, so it is good news that this too is showing positive growth.As in all food and beverage markets, consumers are showing an increased sense of adventure, and the Speciality Black Tea segment is benefiting from this trend as consumers explore new and different flavour profiles. However, the mainstream brands are also currently holding their own – there will always be a place in NZ for a good old cuppa!”

Trade Aid Nina Gresslehner,marketing spokesperson at Trade Aid Importers, says:“Trade Aid’s delicious organic drinking chocolate is a blend of fair trade sugar and cocoa.This creates a rich cocoa beverage that can be enjoyed as a tasty hot drink during winter and a refreshing cold drink in the hot summer months. With no milk powder, it is suitable for vegans and contains no nasty anti-caking agents. Just pure cocoa and sugar, the way hot chocolate should be!” Not just a delight for your taste buds, Trade Aid’s drinking chocolate is also good for the planet and the growers as Trade Aid sources all its cocoa and sugar from small-scale organic fairly traded cocoa and sugar farmers in the Dominican Republic and Paraguay. Gresslehner says Trade Aid supports cocoa and sugar cooperatives in developing countries and pays a fairer price for their products; cocoa farmers are some of the poorest people in the world. Fair trade guarantees producers the income they need to access a range of services, including education for their children and a guarantee for consumers that no forced or abusive child labour is part of their product. Trade Aid goes a step further in setting high environmental standards with this delicious product, using a 100% recycled and recyclable cardboard outer

and a plant-based cellophane inner that can biodegrade in compost.

Oriental Merchant coffees Chris Hutton, NZ manager, says: “From Malaysia we market the brand Old Town Coffee; these are coffee mixes with 2-in-1 (coffee & creamier) and 3-in-1 (coffee, creamier & sugar). Their coffee is known to be full-bodied and creamy and offer the classic cafe coffee on the run (just add hot water to the sachet).” The Old Town Coffee brand is also well known for their cafes (they have 197 cafes throughout South East Asia and China) where not only you can enjoy their famous coffee but also authentic Malaysian meals. Available in New Zealand are 15stick bags, or the 10-stick unit carton in the key flavours: • 3-in-1 Classic • 3-in-1 Cane sugar • 3-in-1 Hazelnut • 2-in-1 Creamier (sugar free). These are all Halal certified. Hutton adds: “The hazelnut flavour, which is proving to be one of the most popular flavours, was only launched in the last six months – as well as the unit carton of 10 sticks, which is more user friendly for the mainstream supermarkets. “Hazelnut flavour in the 600g bag has proved popular in the stores that carry it and this has been helped by sampling. New Zealanders like their coffee, so flavour is more important than price.”

Oriental Merchant soups From Thailand Oriental Merchant has the Valcom range, which offers two authentic Thai soups in a can with vegetables:Tom Yum and Laksa – just heat and serve. Chris Hutton says: “From Japan we offer the famous Miso soup from Hikari, which is an instant miso soup in a sachet with wakame (seaweed) – just empty the sachet in a cup and add boiling water to create miso ‘on the run’.

hot beverages and so u ps “All these products offer variety and authenticity to provide depth of flavour. “Swanson Chicken Broth from Hong Kong can be used as the backbone flavour of a good Chinese chicken soup when you haven’t the time to make a full bodied chicken broth.” Hutton says the brands are going well in the authentic Asian sections within the supermarket sector.“Valcom is now well known in NZ for its authentic Thai taste allowing consumers to re-create a Thai meal with very little fuss. Swanson is a traditional Asian retail and foodservice product – well known amongst the Cantonese community,” says Hutton. She adds: “We are always looking out for new products that add value to the authentic Asian section. But we have to be mindful to bring out products that not only conform to NZ/ AU strict import regulations, but are known to the Asian community while having a taste profile suitable for the NZ consumer.”

Continental “‘Let the Flavour Seduce You’ is our tag line for our new NPD Sensations,” says Daniel Arnell, category manager – Foods NZ. He adds: “Continental Soup is the number one brand* within Instant Soup contributing annual sales of over $10 million. This season, the Continental team is very excited about the prospect of further growth in the

category driven through strong innovation launches, and compelling consumer activations in stores.” In March this year, Continental has launched two new extensions to its current range of 2- and 4-serve instant soups. “Through offering new benefits to the consumer, Continental is looking at building relevance back in to the Instant Soup category, primarily looking to drive increased consumption, but also enticing lapsed soup consumers back in to the category,” explains Arnell. New Cup a Soup Sensations are a range of gourmet, restaurantinspired soups packaged in a single serve sachet. They come in five new exciting flavours: Vine Ripened Tomato with Mascarpone & Basil, Roast Chicken with Sour Cream and Spring Onion, Creamy Mushroom with Bacon & Mascarpone, Thai Chicken with Coconut & Lemongrass and Pumpkin with Sour Cream & Chives. Arnell says: “Unilever will be supporting the new Continental range with a new TV commercial, which we hope will bring revived interest to the category – we love our new TVC, which releases in April and will feature a charming and irresistible character who wants to seduce you with his flavour.” He adds: “Another key element to our $1.5m ATL & BTL campaign support over the winter season will be a strong sampling campaign, with both dry and wet sampling planned. Getting

consumers to try our new products is key; we are confident that once they try the new flavours they won’t be turning back!” Continental is also launching a new format within its range. ‘Cup a Soup Go!’ features three of its most popular flavours: Asian Laksa, Hearty Italian Minestrone and Creamy Chicken & Corn in a new portable format with a spoon and lid designed for on-thego occasions. Now Continental consumers have the added convenience of being able to consume their favourite flavours on-the-go. *Aztec Value Share of Instant Soup MAT to 19/02/12.

LHF Liz O’Meara, marketing coordinator, says:“Naked Organics has flourished as a uniquely New Zealand brand growing 56.1% in the last 12 months thanks to the success of the Naked Locals soup range, which is the fastest growing fresh soup range in New Zealand (Nielsen MAT to 29.01.12).” She explains:“People today are more aware of where their food comes from and its environmental footprint. In this spirit, Naked Locals offer fresh soups from our best sources of good veges. Now Kiwis get fresh, home-grown produce that’s good for you and for local business too.” She says:“With seven local variants in the market and launching three more this season, the sub-brand has grown incrementally from first launching in

72))(( $33/( 7+( 1(: )/$9285 72 &$7&+ 7+( 1(;7 :$9( 2) 7($ '5,1.(56 BELL FOR KIDS – A TEA SEGMENT WITH A DIFFERENCE Growing the tea category, by catching them young! New Toffee Apple flavour Taste panels tell us kids love it! Available April 2012

. 5$ $'97((5&7,6$5,1'* 6833257 april 2012 FMCG

cate go r y c h e c k 2010 to a 15.5% share of the category in 2012. As a result the category has also been revitalised with 32.2% value growth in the latest 12 months (Nielsen MAT to 29.01.12).” She says: “Our new local soups coming out this season are again made with produce from New Zealand farms in regions well-known for these key ingredients. Introducing... Gisborne Tomato with basil pesto and fresh cream, Ashburton Baby Pea & Rocket with mint and crème fraiche, and finally Franklin County Onion with rosemary and fresh cream. These great new flavours are not only going to excite your taste buds but will also grow your category this winter.”

Wattie’s Ambient Soup Kerry Tomane, marketing manager – Wattie’s Soup says: “Wattie’s Soup is worth $20m annually and is market leader in the Wet Ambient soup sector with 77% share,growing +1.6% in value versus last year1. The challenge is to return the category to volume growth and get soup top of mind with consumers again. Our objective this winter is to continue to drive more shopping trips. If consumers simply purchase Wet Ambient soup once more during the season then that equals $4.3m additional sales for the category2.” Tomane explains: “Range refreshment continues to play an important role in a category where consumers shop by flavour and variety. Wattie’s has proven success with mainstream recipes offering broader consumer appeal. Last season Wattie’s 535g NPD was 30% incremental3 and is now ranked amongst

FMCG april 2012

the top 18 ambient ready-to-serve soups. Wattie’s Very Special Creamy Chicken 535g soup remains the star performer, launched the season prior and currently ranked 5th in the segment!1 “This season will see continued focus on the sector’s largest sub-brand Wattie’s Very Special soup1,with five new recipes launched this month (Creamy Chicken 295g, Creamy Mushroom 520g, Potato & Leek 535g, SpicyTomato & Meatballs 535g and Sweetcorn & Chicken 430g microwave soup). In addition, full season support building on the ‘It’s what’s inside that makes our soup very special’ communication platform launched last season. For example, our Wattie’s Very Special Creamy Pumpkin soup, proudly features NZ butternut pumpkin and real NZ cream and contains no preservatives.” Tomane says: “Wattie’s Hearty soup range launched back in 2006 is now the second largest sub-brand in Ambient soup +2.3% in volume driven by base sales growth1. A new packaging design will roll out by the end of April, positioning the range as a hearty, wholesome soup that is sure to satisfy. In addition, we will see the launch of a new recipe (Chicken Gumbo 535g) and the introduction of NZ Angus beef across core beef recipes. The latter will complement the introduction of a new tender NZ marinated chicken across our chicken soup recipes last season.” This season also marks a new chapter for the Wattie’s Very Special and Hearty microwave soup range.Tomane explains:“A new packaging design and cardboard sleeve format is set to modernise and improve range standout on shelf, with important key messages such as ‘microwave safe’ and ‘serves of vegetables’ also dialled up on pack to drive appeal. Furthermore, recipes across the range have been improved and with production shifting to our factory in Hastings, we now use more locally sourced ingredients.” Wattie’s condensed soup has returned to volume growth +1.5%1 in a flat segment as more households purchase Wattie’s condensed soup versus last year2.

1 Nielsen Total Supermarkets MAT to 1 January 2012 2 Nielsen Homescan MAT to 6 November 2011 3 Nielsen Homescan Wattie’s 535g NPD since launch to 14 August 2011

Maggi Richard Brown, Nestlé Foods category manager, says: “Maggi is the number two player in Total Soups with a solid presence in both Instant and Packet Soup. In 2011, Maggi achieved strong value growth of +10.5% leading to a contribution to the Soups category of $16.8m, made up by $10.8m Packet Soup and $6m Instant Soup*.” “Maggi Onion Packet Soup is still the number one SKU in the Soups category with annual sales of 3.9m units and $4.7m of scanned sales*,” states Brown. “Partnering with Nestlé Reduced Cream – a key ingredient for the Original Kiwi Dip – Maggi Onion Soup has grown +8.8% (value) / +7.1%* (units) in the last 12 months and shows no signs of slowing down.” He adds: “As we approach winter, many consumers will look to warm themselves up with soup, in particular Instant Soup, which is the number two segment (behind canned) generating $18.7m of sales. Notably, Maggi Instant Soup provided most of the segment growth in 2011 with a value growth rate of +21%*. “The premium 2-serve segment continues to grow within Instant Soup and now contributes 38% of all Instant Soup* and as a result is generating more sales and gaining more space on shelf on the back of new offerings,” adds Brown. In line with this ongoing trend, Nestlé has launched four new Maggi Soup for a Cup products in time for the upcoming winter season.This includes an authentic Maggi Asian Laksa and a Maggi Asian Thai Chicken Curry. *Nielsen ScanTrack Total Supermarket MAT Data to 01 January 2012.

For more commentary and product updates in this category see fmcg. co.nz/features/category-reports.

cate go r y c h e c k

Petcare continues to grow Nutrition, value for money and treats are major trends in the Petcare category. Some of the key suppliers to NZ supermarkets shared their news and product launch plans with FMCG.

etcare remains a large and exciting category, built on the love that consumers feel for their furry friends. As a result, it is no surprise that it continues to grow strongly, and in the latest MAT achieved value growth of 6.1%, says Oliver Downs, marketing manager – Petcare at Mars New Zealand. He says: “Mars is the largest manufacturer in the Petcare category with a 27.7% share of the total category and is not only the largest, but one of the fastest growing with 12.4% MAT value growth. In fact Mars contributed 53% of the total value growth for Petcare in the latest MAT. This growth has been driven through a focus on fewer but more effective NPD launches. These launches are highly selective, built on strong category insights and have the backing of substantial investment to ensure success.” Key Mars brands include Whiskas; Pedigree; Optimum; Dine; Schmackos; and My Dog. Downs says: “Whiskas, Mars’ largest brand, is also the single largest brand within the Petfood category with a 16.1% share of total Petfood sales and

FMCG april 2012

growing strongly with 11.3% MAT growth. The Whiskas brand alone contributed over a quarter (28%) of all petfood MAT value growth, almost four times the value growth of the next fastest growing non Mars brand.” He adds:“With the economy slowly recovering, we are seeing a slow but steady return to premiumisation within Petcare. This is a trend which took a knock when the global recession hit. Two of the premium brands in the Mars portfolio are leading this premiumisation. “Dine Premium Catfood is growing at 31.6% MAT, more than four times faster than the rest of the premium wet catfood category which is growing at 7%. And My Dog, the Premium dogfood brand for Mars is also growing phenomenally well, with 72.9% growth. We see this return to premiumisation likely to strengthen and accelerate as the economy continues to recover. “And with the increasingly important role that pets play in our lives, the last trend we are seeing already develop in NZ, is the growing role of treating. Pet Treats is already growing

petcare

an impressive 19.5% for the year, with Mars growing almost twice as fast as the category at 35%. In fact Mars delivered 54% of the total value growth of Pet Treats for the latest MAT. With the emotional rewards that treating brings for consumers and their pets, we don’t see any slowdown in the growth of treats in the coming years,” says Downs. *All data AZTEC to 26/02/12.

Love’em As a practising Australian veterinarian, Dr Marie Rowe (pictured) was often asked by pet owners to recommend a wholesome, healthy treat that they could reward their pets with. Knowing of nothing suitable in the market place that met Dr Rowe’s high standards of health and nutrition, she decided to develop her own. That was in 1998 – and Love’em liver treats from the Show’em How Much You Love’em Company was born. They are the healthy way for pet lovers to treat their pets. They are 100% natural and contain no additives or preservatives and are made only from certified, human-grade Australian grown beef, pork or chicken liver. From the very beginning, the Love’em promise to pet owners was to develop treats that enhance both the

THE BREAKDOWN Current MAT to 26 February 2012 Total Pet Accessories $55.654m Value % Chg vs YA 10.0 T. Bird Feed & Accessories $8.100m Value % Chg vs YA 4.9 T. Cat & Dog Accessories $20.514m Value % Chg vs YA 6.6 T. Fish Accessories $1.470m Value % Chg vs YA -5.3 T. Other Pet Accessories $1.480m Value % Chg vs YA -1.8 T. Pet Milk $2.156m Value % Chg vs YA -1.7 T. Pet Snacks $21.934m Value % Chg vs YA 19.3 Total Cat Food $200.093m Value % Chg vs YA 4.4 * Nielsen New Zealand ScanTrack (Databank)

health of their pets and the enjoyment of pet ownership. Dr Rowe, managing director, says: “Pet owners are growing more aware of ingredient quality and country of origin than ever before. That’s why all Love’em packaging proudly dis-

T. Canned Cat Food $65.079m Value % Chg vs YA 3.5 T. Dry Cat Food $77.381m Value % Chg vs YA 8.3 T. Pouch Cat Food $37.037m Value % Chg vs YA -0.6 T. Wet Cat Food $20.595m Value % Chg vs YA 2.3 Total Dog Food $123.974m Value % Chg vs YA 6.3 T. Canned Dog Food $16.410m Value % Chg vs YA 8.4 T. Dry Dog Food $56.529m Value % Chg vs YA 10.1 T. Pouch Dog Food $2.431m Value % Chg vs YA -17.4 T. Wet Dog Food $48.603m Value % Chg vs YA 3.1

plays our ‘100% Australian made and owned’ credentials and our ‘Developed, Recommended and Guaranteed by Dr Marie Rowe’ promise.” Love’em currently offers the following products exclusive to Countdown supermarkets and pet speciality stores in

Mars innovations will answer each dog owner’s need Entertain your dog with SCHMACKOS® Chew Strips Keep your dog entertained with the long lasting SCHMACKOS CHEW STRIPS, even when you can’t be there for them. NEW SCHMACKOS CHEW STRIPS come in a very attractive and affordable 3pk format.

Treat them with SCHMACKOS® Marrobones Bite-sized SCHMACKOS MARROBONES have a delicious meaty centre wrapped in a crunchy biscuit outer. They’re the perfect reward or training treat for your dog! NOW available in a MARROBONES MINI’S format for smaller dogs.

Care for them with PEDIGREE® DentaStix® Keep your dog healthy and reduce the chances of gum disease by introducing DentaStix® in his oral care routine. Its active ingredients can reduce tartar build-up by up to 80%. DentaStix® range caters for each dog size and comes in either weekly or monthly packs, our NEW 28pk.

april 2012 FMCG

cate go r y c h e c k New Zealand: • Love’em Beef Liver Treats 100g • Love’em Pork Liver Treats 100g • Love’em Soy & Wholemeal Liver Cookies • Love’em Linseed Soy & Rosemary Liver Cookies • New Love’em Puppy Rewards • New Love’em Lamb & Mint Liver Cookies. “In May 2012 we will be launching two new additions to our outstandingly successful Love’em Liver Cookies range for dogs with special dietary needs,” reveals Rowe. These will feature a new Joint Care Complex Liver Cookie to help relieve arthritic pain and joint stiffness and Wheat Free Liver Cookies for dogs with food allergies. Rowe adds: “In June 2012 we plan to launch the first Australian made, Australian developed Dental Chew. This is an exciting time for the Love’em brand. “Since our introduction to the New Zealand market, Love’em branded products have been well received by consumers – our position as the third largest supplier in the market place is evidence of this.We have achieved double-digit growth in the New Zealand market over the past few years, and plan to continue this trend,” says Dr Rowe.

Heinz Wattie’s “The Heinz Wattie’s stable of Petfood brands includes Chef, New Zealand’s

BVcj[VXijgZgh d[ =^\] FjVa^in Yd\ gdaa egdYjXih# 6aa gVl bViZg^Vah hdjgXZY [gdb B6; Ä

most trusted cat food brand that has been NZ cats’ favourite for over 40 years,” says Tracy Leach, marketing manager – Petfood. HeinzWattie’s also markets Gourmet in the premium cat food segment. In the ambient segment, all the Chef and Gourmet meat variants are made locally using New Zealand meat. Heinz Wattie’s dog food brands include Nutri+Plus biscuits and the canned range includes Champ, Gourmet Dog and Fido. In chilled, the brands are Nutri+Plus; Champ; Bruno; Winna; and Claws ’n Paws. Leach comments: “Two of our brands, Felix and Fido, date back to 1955!” Among new products launched in the last 12 months are Chef Meat Lovers Slices, launched into cans in 2011 on top of the hugely successful Meat Lovers Slices in pouches, says Leach.“The launch was the first NPD in the ambient canned segment for a number of years, and again the range is made in Hastings using New Zealand meat,” she says. Leach adds: “2011 also saw the relaunch of Gourmet cat food in the perfect sized 185gm and 385gm cans, continuing our commitment to the ambient segment. The launch was based on an extensive New Zealand research study in 2010, and what New Zealand cat owners told us they wanted in a premium cat food.” Chef and Gourmet will continue

VeegdkZY eaVcih#

6aa gdaah ]VkZ VYYZY k^iVb^ch VcY igVXZ ZaZbZcih

FMCG april 2012

Bombay Petfoods Bombay Petfoods produces three brands of pet food for the New Zealand supermarket trade.The brands are: • Jimbos fresh cat and dog food – 12 SKUs • Jimbos frozen – 2 SKUs

=^\] Xdjcign Ä FjVaîn =^\] :cZg\n! H]Za[ HiVWaZ gdaa YZh^\cZY [dg VXi^kZ Yd\h# >YZVa [dg hidgZh VcY XdchjbZgh lî] a^bîZY X]âaZg heVXZ# 8dcXZcigViZY [dgbjaVi^dc bZVch hbVaaZg kdajbZ gZfj^gZY eZg [ZZY#

HiVb^cV Ä FjVaîn X]âaZY gdaa YZh^\cZY [dg ldg`^c\ Yd\h# HjeeaZbZciZY lî] \Vga^X VcY dbZ\V ( id gZYjXZ VaaZg\^Zh VcY eVgVhîZh#

EZg[ZXi Ä FjVaîn X]âaZY gdaa Vi ZmXZaaZci kVajZ# 6kVâVWaZ ^c '#+`\ VcY (`\ Vh lZaa Vh (m kVajZ eVX`h#

[dg dei^bjb XVc^cZ ]ZVai]#

'+ 8dj\]aVc GdVY! LV^ej`jgVj! =Vl`Zh 7Vn# E]dcZ/ %+ -*- .-..#

to build on the New Zealand research project findings, delivering more great flavours researched, tested and manufactured in New Zealand for Kiwi cats, says Leach. With respect to consumer trends in this category, Leach finds that: • Petfood is continuing with the trend of humanisation – health and wellness and petfood products more in line with human meals. • The pet is becoming the child substitute, especially for empty nesters.Their pets are babies in fur coats and they will pick and choose to ensure their four-legged friend really enjoys each mouthful. • The category is polarised between science and taste, between what owners think they should feed their pets and what they believe their pets want to be fed. Leach says: “Heinz Wattie’s is proud to continue to manufacture over 93% of its pet food business in New Zealand meaning that all of the great meat variants in canned, pouch and chilled Cat and Dog foods are made right here in New Zealand using New Zealand meat.”

petcare • Max fresh cat food – 9 SKUs • First Choice fresh cat food – 2 SKUs • First Choice frozen – 2 SKUs. Bill Birbeck, national sales manager Bombay Petfoods, says: “Currently the brands represent 7.3% of all cat food sold through supermarkets in NZ. Market penetration into NZ households for our brands is up 10% on the same period last year (Nielsen Data).” He adds: “Our focus this year will be to drive the importance of having ‘fresh’ meat as part of the pet’s diet as we believe this is paramount for longevity in the life of animals.Additionally, continuing to create retail opportunities in the freezer section to meet the growing demand for high quality natural dog food, backed up with radio, social media and dedicated pet events to enforce this strategy.” Whilst it is not a requirement for secondary pet food producers to have a risk management plan in place, Bombay Petfoods has made the commitment as it believes all products should be ‘safe’ for the consumer and manufacturers should be regularly audited and monitored. Increasingly, the public are more aware of what they are feeding their animals and the natural petfood sector is growing strongly particularly in dog food as owners are looking for alternatives to traditional dog foods, explains Birbeck. “We are finding that customers will change varieties just to give their pets

a change in their menus and often call us to inform us of the change they have noticed in their pet after feeding both dry and fresh cat or dog food as a balanced diet. Because of this trend, we have found that there has been an increase of wet cat/dog food sales throughout all supermarkets.” Customers are well aware of nutritional values for their pets and demand value for money, says Birbeck.

Nestlé Nestlé’s petfood brands in NZ supermarkets include the following ranges. • For cats: ONE; Cat Chow; Friskies; Fancy Feast. • For dogs: ONE; Dog Chow; Beneful; Tux; Mighty Dog. • Treats: Busy Bone; Beggin Strips; Waggin Train; Friskies. New products launches in the last 12 months include Friskies Cans (canned catfood); Mighty Dog (canned dogfood); and Waggin Train new SKUs, says Ryan Bell, MDO manager. He says: “Friskies Cans have 6.9% Value Share of Mainstream Can/Pouch Cat and Mighty Dog has 2.8% Share of Total Can/Pouch Dog (Nielsen w/e 26/2/12). “Consumer trends in this category include humanisation; convenience; health & wellness; social responsibility and smarter shopping,” says Bell.

SPCA Petfood “SPCA Petfood has recently launched

Kitten and Puppy products into the market and these products are helping us to gain brand loyalty through early trial,” says Katy Wackrow, business manager. “We are currently moving our products over to new resealable packaging which is also proving to be a success. “SPCA Petfood is not only supporting our animals but now supporting our economy with exports to China and other countries,” says Wackrow.

Medallion Petfoods Medallion Petfoods is excited to announce a new addition to its range of dog rolls, specifically formulated for active dogs. ‘High Country’ is a 2.2kg high-energy shelf-stable roll initially trialled with the farming community. “We identified a gap in the market for a top quality, high energy roll,” says plant manager Matt Bulled, “and the feedback from farmers has been extremely positive.” He says the benefits of this roll are many: • Highly nutritious roll with added vitamins, minerals and garlic. • High protein for better muscle development. • With energy of 1130kJ/100g, feeding requirements are much less – eg, a 25kg working dog would require

CA TFOOD

april 2012 FMCG

cate go r y c h e c k approximately 350g per day, representing better value. • Being a shelf stable roll, it is ideal for stores and consumers with limited chiller space. • All raw materials are sourced locally from MAF-approved export plants. Medallion Petfoods sold its catfood business in April 2011 to concentrate on its core business of producing dog rolls.The company is involved in roll processing for a number of organisations as well as producing its own brands of dog rolls. “These include ‘Perfect’, which offers great value and is available throughout Foodstuffs and other retail stores, while the

Was that you?

FMCG april 2012

higher protein ‘Stamina’ has been formulated for working dogs and is available mainly through farm merchandise stores,” says Bulled. With the success of the new ‘High Country’ roll in the farming community, Medallion believes it is ideally suited for all active dogs. “We are now in the process of expanding production capacity to cope with the expected increase in demand as High Country gains a larger share of the market in the coming months,” says Bulled.

Butch Pet Foods Butch Pet Foods (BPF) is a privately owned New Zealand company and the original manufacturer of chilled pet rolls, says Jeff Roby, sales and marketing director. “BPF is currently ranked second in the Total Dog Food Market with a 20% share, ahead of Mars Petcare (18.4%) and Heinz Wattie’s (17.2%)*,” says Roby. He says: “The value of the Total Chilled Pet Roll market is currently $45,020,196 with 1.7% value growth to 12/02/2012. Butch Pet Foods has a 56.1% share, with 6.5% value growth over the same period.” He adds: “BPF currently holds the top six product rankings by value, with Hound Log 3kg and Bow Wow 2.6kg ranked first and second. Bow Wow 2.6kg has shown significant

Definitely not! TASTI DINNER SELECT MEATS IS ENRICHED with YUCCA.

growth of 42.4%. Overall the Hound Log and Wag brands are the two highest ranking brands with 15.2% and 11.8% share respectively.” BPF has nine brands available in New Zealand supermarkets: Butch Label; Golden Boy; Tasti Dinner; Meat’n Veg / Chick’n Rice; Wag; Hound Log; Bow Wow; Ginger Tom; and Porky Snacks. Tasti Dinner is one of BPF’s original brands, well-established in the market for over 35 years. The newest addition is ‘Tasti Dinner Select Meats with Glucosamine’. Its off-beat comic strips showing the quirky relationship between a cat and dog are already hitting the mark with sales and distribution expected to increase significantly in 2012, says Roby. In addition to its Black, White and Blue Label premium range, BPF launched ‘Golden Boy’ in 2009. “Consumers are continuing to become more aware of the health benefits of eating fresh, moisture rich food themselves and recognising that this is important for their pets as well,” says Roby. He comments: “Despite being launched during a recession, Golden Boy has been a strong performer. Even during challenging times pets are still a very important part of Kiwi families.” *Nielsen MAT to 11/09/11.

Quality Assurance You Can Trust Every day our skilled team works alongside customers like you, to ensure the products you produce meet the highest standards of quality and safety.

AsureQuality As a recognised Private Training Establishment (PTE) registered with the New Zealand Qualifications Authority, AsureQuality provides industry training across the meat, food, dairy, horticulture, agriculture, biosecurity and apiary sectors. Courses focus on meeting national and international quality requirements, and are constantly updated in response to industry trends, customer issues and legislative requirements. AsureQuality runs a number of specific courses designed to help processors and manufacturers meet the standards required for petfood production. 1. Ante and Post Mortem Petfood Inspection: These courses take participants through either the process of inspecting animals pre slaughter, or carcasses and viscera post slaughter. Course content is highly visual and is specifically tailored to the petfood industry. Upon successful completion of these courses and relevant assessments, attendees receive a National Certificate and registration with MAF as petfood inspectors. 2. Consequences of Unhygienic Behaviour: This course is a highly visual programme designed to provide petfood processing staff with the hard-hitting realities of bacterial growth, which results from poor hygiene practices right across an operation. It is easy to understand and gives attendees a clear appreciation of how their behaviour at work can

directly affect product safety. 3. Process Control: This course is designed for all personnel with responsibilities for process control. It aims to give supervisors the confidence to handle audit situations and demonstrate the ability to audit and control their process. There is a practical calibration exercise to ensure all attendees are competent. Other courses that are also relevant to petfood processing include HACCP (Introductory and Advanced), Auditing (Introductory, Advanced and ISO Lead Auditor) and Pest Control. Training can be tailored to meet individual company needs and be held in-house. NZITO funding may be available. As an accredited provider of quality assurance and laboratory testing, AsureQuality can also offer the industry an extensive range of audit, inspection and testing services. Its purpose-built laboratories spread across Australia, New Zealand and Singapore provide a broad scope of analytical testing including microbiology, product safety and spoilage, shelf life, NIPs, chemical residues and contaminants. Certification services include both national and international standards and cover organics, BRC, SQF, Spotless, Aldi, Coles WQA and ISO 9001/14001/2200. â&#x20AC;˘ For more information please visit asurequality.com or call Customer Services on 0508 00 11 22.

We offer the petfood industry a broad range of laboratory testing services and training programmes, so you can meet the expectations of your most demanding markets. LABORATORY TESTING > Microbiology > Product Nutrition > Physical and Chemical Contaminants > Potable and Process Water TRAINING > Ante and Post Mortem Inspection > Consequences of Unhygienic Behaviour > HACCP > Process Control > Pest Control Awareness

Talk to us today Your trusted partner for independent quality assurance services

freephone 0508 00 11 22 www.asurequality.com

cate go r y c h e c k

Health & Beauty Aisle What’s new in shaving, skincare and hair styling products for men? FMCG investigates.

he trend towards male grooming seemed to sprout like a mushroom in the late 1990s and rapidly sweep around the world – a phenomenon noted in countless international newspaper articles and in books such as The Adonis Complex, which examines the recent male body obsession in the United States. While Kiwi men who used grooming products would have been regarded as somewhat ‘sissy’ a decade or two ago, that attitude is difficult to maintain when those epitomes of masculinity – the All Blacks – display a wide range of hair styles and variations of designer

FMCG april 2012

stubble that have obviously taken considerable effort to achieve. And who could forget the transformation of that once tubby, beer swilling, Aussie cricket icon, Shane Warne, in his successful pursuit of Liz Hurley? Yes, the days of unkempt men are largely gone. The growth of male grooming products has been exponential worldwide and shows no signs of slowing.

First on the block Nivea was the first major company to take the trend seriously. Nivea For Men first appeared internationally in 1986 and was launched in this part of the world in 2000. Stephen Jenkins, customer marketing manager for New Zealand says Nivea For Men “pioneered the male grooming category based on its deep understanding of men’s skin and a belief that all men have the right to look their best. Nivea For Men (NFM) has evolved and grown as a successful wide range of skincare products in 11 years to drive the Male Grooming category outside of traditional shaving as the only male daily routine,” he says. Jenkins says the company’s ongoing research and development has ensured the range continues to provide relevant product innovation. “Nivea For Men has a large range of products across the cleanser, shave and post-shave process that caters to men in four key areas – sensitive, revitalising, extra moisture & protection, and anti-aging. The range

male g roomin g

is updated and new products added when necessary,” he says. One of NFM’s core ranges is Sensitive, first launched globally in 1993 and now the leader of the sensitive skincare sector of the market in Australia. “Sensitive skin is a problem more than 40 percent of men suffer from and Nivea has always had a strength in providing products that help to soothe skin,” says Jenkins. “The latest relaunch of products comes with an exciting new formulation that includes the Active Comfort System. This instantly soothes irritation but also helps to improve the skin’s defence over time. The products are enriched with natural chamomile and Vitamin E to soothe and moisturise. The Sensitive range is dermatologically approved, alcohol-free and fragranceneutral. The Active Comfort System is included in all five products: cleanser, shave gel and foam, the post-shave balm and moisturiser.” Other products include the new Q10 Skin Energy range with improved formulas. Alongside the key ingredient – the skin’s own Coenzyme Q10, are others including creatine and guarana plant extract, plus taurine. Jenkins says they are all known for their energising and vitalising benefits. When it comes to wet shaving, NFM has a range to cover the three stages. • Step 1 – Pre-shave Skin Energy Facial Cleanser (100ml), designed to “wake the skin up in an instant”and remove dirt,oil and impurities

with its formula containing Coenzyme Q10, micro-beads and taurine. • Step 2 – Shave Skin Energy Shaving Gel (200ml) prepares the skin for a closer shave while energising the face. • Step 3 – Post-shave – Skin Energy Moisturiser (50ml) aimed at quickly revitalising and strengthening tired skin whilst reducing signs of stress and fatigue; – Skin Energy Face Care Gel (50ml) rapidly stimulates the senses and invigorates skin; – Energy Double Action Balm (100ml) a 2-in-1 post-shave energy skin boost to soothe and stimulate the face; – Skin Energy Eye Roll-On (10ml) contains Coenzyme Q10 and Creatine to awaken tired skin around the eyes. Dr Jens Schulz, responsible for product development at NFM, says: “We wanted to create a skincare range that made men feel confident and good in their skin morning, noon and night, and we feel we’ve achieved that with Skin Energy.” Jenkins says NFM will continue to bring new products to the market as needed or relaunch existing products as more advanced formulations become available. He sees a trend in more men growing facial hair, exhibited by celebrities such as Brad Pitt and Hugh Jackman. “Nivea recently conducted research to understand men and their facial hair and, importantly, what women prefer.” He says Private Label has had

THE BREAKDOWN Current MAT to 26 February 2012 Total Male Shaving Needs $42.442m Value % Chg vs YA -0.9 T. Disposable Razor Male $7.934m Value % Chg vs YA 3.3 T. Double/Single Edge Blades Male $0.052m Value % Chg vs YA -15.7 T. Razor Blades Male $20.200m Value % Chg vs YA -4.3 T. Razor System Male $4.296m Value % Chg vs YA 13.2 T. Shaving Preparations $9.959m Value % Chg vs YA -2.1 T. Male Grooming $5.096m Value % Chg vs YA 11.9 Total Deo Fragrances $59.625m Value % Chg vs YA 5.8 T. Male Body Spray $9.156m Value % Chg vs YA 19.4 T. Male Deodorant Aerosol $10.772m Value % Chg vs YA -2.7 T. Male Deodorant Roll On $10.115m Value % Chg vs YA 4.8 * Nielsen New Zealand ScanTrack (Databank)

april 2012 FMCG

cate go r y c h e c k minimal impact on the Men’s care category, with men primarily choosing brands they have found they can trust. Three main areas of concern he sees affecting retail are: the pre-shave sector – pricing is devaluing the category; double digit growth in face care driven by moisturisers; and more competitor entries, both global and local.

Innovations from Mix Dominate from Mix has established itself as a brand at the forefront of category innovation for the ‘premium mass styling category’, according to company co-founder Shane Young. “Men’s hairstyling has developed into a fast-changing category as consumers are more and more influenced by latest trends and international fashion icons. We spend a lot of time understanding trends in the wider market and take the best of salon performance and offer it to grocery consumers for much better value,” he says. “We’ve seen some major changes in men’s hairstyling trends over the last 10 years. Five years ago young guys were all looking for the David Beckham ‘mohawk,’ then the Dan Carter ‘faux hawk’. More recently Justin Bieber made the long natural looking fringe more popular,” saysYoung. “We’re now seeing a return of 1990s’ style under-cut and 1930s’ short-backsides with length on the top. Key in-

FMCG april 2012

fluencers include Sonny Bill Williams and Michael Pitt from Boardwalk Empire fame. This category is highly influenced by changes in fashion and it’s our job to make sure we understand what’s coming up and delivering the right products to supermarkets.” Dominate has recently launched Out of Bed – “a dry look, easy-towash paste that suits the latest popular hairstyles” – whichYoung says has been well received. Mix also represents the Shockwaves hairstyling range which has recently been extended to include: Shockwaves Gel, Pump it Up Paste, Get A Grip Wax and Slam Jam Glue. Young describes Shockwaves as “a high quality, New Zealand made, value for money styling range, targeting value-focused consumers and young guys entering the styling market”. Primal Earth is Mix’s organic men’s skincare range, which Young says continues to achieve good growth. It includes: shave gel, face wash, moisturiser, face scrub, SPF15 Balm and body wash. “Primal Earth is the only natural and New Zealand made brand available on supermarket shelves.Years of development and formulation improvements have resulted in a range that contains some amazing natural ingredients,” he says.

The hydrated shave The reason many men avoid wet shaving is the skin irritation it can cause, a problem that Schick is well aware of. Brand manager – Schick Energizer NZ, Kelly-Anne Blatch says innovation has always been a driver for growth within the wet shaving category. She says:“Schick continues to be the growth driver in Men’s systems, currently growing at 3.5%* vs category decline of -1.6%* (MAT 04/03/12). The story is the same in men’s foaming gel, where Schick is by far the strongest growing manufacturer at 67.1% (vs category 3.7%). Schick has been first-to-market with many technologies, including the first lubrication strip in 1984, the first razor with a built-in electric trimmer (Freestyle – 2008) and

Schick Hydro – the only razor that hydrates your skin as you shave.” Each had met previously unmet needs and delivered growth to the category, she says. “Schick Hydro, launched in 2011, is the key driver behind our growth in the last year. Hydro has delivered almost $1.8m (MAT 04/03/12) since launch and share of Men’s systems has hit 10% in the most recent week (week 04/03/12). Men’s shaving is a highly competitive segment and we’re really thrilled that a challenger brand is delivering these results. “After 10 years in development, including more than 15,000 shave tests and extensive consumer research, we have a product unlike any other. Research showed that the main issue with shaving was that it made skin dry and irritated, so we developed the only razor that hydrates skin as you shave. It has a hydrating gel reservoir that lasts up to twice as long as regular lubricating strips and EasyGlide blades with skin guards that smooth the skin to reduce irritation,” Blatch says. “It’s no surprise the Hydro range was recently awarded the Product of the Year title in the Male Grooming category in the Product of the Year Consumer Survey of Product Innovation for 2012 (survey of 7500 shoppers by TNS Research).” More exciting news for Hydro is coming up within the next 12 months, reveals Blatch. *Aztec NZ Value.

A very close shave BIC launched its first disposable single blade shaver in 1975, giving the company more than 35 years’ experience in creating high quality shavers. Pamela Carrigg, brand manager Oceania, says BIC maintains this promise by providing multiple high quality, dependable shavers to give the closest shave possible for soft, smooth skin. “The pioneering single blade shaver, Classic Sensitive, still maintains leadership as the only product available in this format in New Zealand. BIC is a strong player in

Instant ENERGY for your skin

3 Steps to ENERGISE YOUR SKIN Before shaving prepare your skin by using NIVEA FOR MEN Face Wash to remove dirt, oil and impurities and soften your beard. NIVEA FOR MEN Skin Energy Face Wash wakes up your skin.

1 CLEANSE Shave using NIVEA FOR MEN Skin Energy Shaving Gel. It energises the skin with its super slick gel formula, which calms and soothes the skin while shaving to avoid irritation.

2 SHAVE

ISE R U T S I O M 3

Moisturise after shaving with NIVEA FOR MEN Skin Energy Moisturiser, which instantly revitalises and strengthens tired skin, reducing signs of stress, fatigue and ageing.

For more information visit www.niveaformen.com.au

NIVEA FOR MEN: WORLD’S No.1 IN MEN’S SKIN CARE*

* Source Euromonitor International Limited; per Umbrella brand name classification; in retail value terms 2010.

cate go r y c h e c k Men’s attitude to grooming and their relationship with grooming products has changed dramatically. all other segments including Twin, Triple and Quad Blade. “Overall, BIC has been performing well in Men’s Disposables following the launch of Hybrid Advance in February 2010, showing double digit growth rates. This product offer is an allin-one triple blade disposable refillable shaver with a handle and six refills. It has the functionality of a system without the associated high price,” says Carrigg. She adds: “The pioneering single blade shaver, BIC Classic Sensitive, still maintains leadership as the only product available in this format in New Zealand and sitting in the top five for dollar sales MAT*.” In February, BIC launched its latest product in New Zealand, Flex 3, featuring triple flexible blades, pivoting head and soothing lubricating strip for a smooth and comfortable shave. Flex 3 also features a heavy handle with a rubber grip for greater shaving control. “In the Twin Blade segment, Twin Easy is also in the top five of men’s disposables, adding to the solid and consistent products within this range,” Carrigg says. “The addition of Hybrid Advance has enabled BIC to continue growth within the Shavers category in New Zealand, and with further new products to come, we aim to maintain that momentum whilst maintaining the strength of our core range.” *Aztec (New Zealand) MAT 29/01/12.

King of Shaves Creative Partners imports, distributes and markets the King of Shaves range of male grooming products from the UK. David McLeod, director of Creative 40

FMCG april 2012

Partners, says the company has “the most comprehensive range of shaving (software) preparations, including the world’s best selling shaving oils and tubed gels, plus the Azor razor, introduced to attack the cosy incumbent hardware duopoly. We have recently launched the first of our supergels – Superfresh Citrus – a step up from our best selling tubed gels and with an added citrus zest.This product is adding to the category rather than eating into current brand sales.” He adds: “In Progressive stores King of Shaves has seen a 14% value growth in the past 12 months (Aztec MAT 26/2/12). Canned shaving gels is still a price and promotion driven SKU, lacking in loyalty, with consumers just moving to whichever brand is on sale that week,” says McLeod. “Hardware continues to be a challenge. With the two category leaders fighting to move the consumer into higher priced razors, the reality seems to be that the handle sales are up (due to heavy discounting) at the expense of blade refills. “Trend wise, we feel that the male skincare area has both slowed and become heavily populated with similar brand offerings, again making this a challenging category. Over the next 12 months we will be looking for ways to innovate and refresh the category, adding more value propositions and gaining loyalty through uniqueness and value,” he says.

Gliding on With products available in nearly 130 countries and eight billion-dollar brands, Procter & Gamble is one of the world’s largest beauty and grooming companies. Spokesperson Lisa Cunningham says the company’s presence in the New Zealand male grooming category is growing. “P&G has a number of brands within the category in supermarkets and de-

partment stores throughout New Zealand.These include Gillette, Oral-B, Braun and Head & Shoulders,” she says Cunningham says innovation is key to the brands at P&G, its new Gillette Fusion ProGlide razor providing a shave so comfortable that it “transforms shaving into gliding”. P&G is soon to release its new limited edition Head & Shoulders Active Sport Shampoo, targeting active men, she says.“No matter what challenge you are facing on the sporting field, in the swimming pool or on the court, Head & Shoulders Active Sport gives 100 percent confidence and flake-free hair.”

L’Oréal Brendon Urlich, general manager Consumer Products Division, L’Oréal New Zealand says: “Men’s attitude to grooming and their relationship with grooming products has changed dramatically in the last 10 years. Even the typical Kiwi bloke uses sun block now – a big step forward from a decade ago!” He says: “L’Oréal Paris launched into the NZ men’s grooming market in 2005 with Men Expert.This complete skincare is tailor-made for men, after conducting an unprecedented investigation into the ageing progress of men. “L’Oréal Men Expert is a main player in the category, accounting for 21.9% share. Despite a number of new brands launching, the biggest driver of growth in the last year has been Men Expert accounting for 42% of the over $500,000 growth in the category. Men Expert will continue to drive growth in 2012 with the launch of Vitalift 5 Moisturiser, which will be supported on TV with our latest spokesperson, Hugh Laurie. Vitalift 5 Moisturiser now replaces our existing Vitalift Moisturiser, which is our number 1 selling Men Expert product.”

World’s purest baby wipe – now in NZ

fter years of detailed product testing and research, and very successful sales overseas, a revolutionary new product in the baby wipes’ market is now available in New Zealand – WaterWipes. It’s the world’s purest baby wipe, and with all the recent media coverage on the harsh chemical ingredients in other baby wipes, and the recall of certain brands, its introduction into the NZ market is very timely. Patented technology has allowed the manufacturer, Irish Breeze, to develop the world’s purest and mildest baby wipes, containing only 99.9% water, 0.1% fruit extract, and nothing else. WaterWipes contain none of the chemicals and synthetic additives found in all other baby wipes. Parents can use them without the fear of triggering infant skin conditions, such as nappy rash and atopic eczema. WaterWipes are the only baby wipe on the market to be certified by Allergy UK and also the winner of a major consumer award in the USA – “Parent Tested, Parent Approved” PTPA. They are also 100% biodegradable unlike most other baby wipes. Awareness is growing worldwide that we are all being constantly and repeatedly exposed to a huge range of chemicals and ingredients, from skincare to household cleaning products. And globally there is ongoing growth in infant eczema, asthma and other long-term conditions. There may be a link between these two developments, says Andrea Hawes, Marketing Manager, Marzena Bodycare Products. Every commercially-available baby wipe currently on the market contains a long list of chemicals (usually 10-25 ingredients).Those chemicals are also found in bubble-baths, shampoo, shower gels, etc. Such products might be used on a baby once or twice a week, before being rinsed/dried off. The cru-

cial difference with baby wipes is the frequency of use – up to 10 wipes per day in the early days. That’s 70 applications per week, every week, before being covered with a nappy. No adult skin gets this frequency of exposure to the same set of chemicals! This is the reason why “cotton wool and water” is the universally recognised ‘gold standard’ for baby skin care at nappy changing time – pure, mild, and therefore safe. Safe to use from birth, this patentpending product is made without any of the usual synthetic preservatives or chemical additives. Edward McCloskey, managing director of Irish Breeze, comments: “Our research showed that while parents are well aware that cotton wool and cooled boiled water is best for a newborn baby’s bottom, the associated hassle and mess usually led them to reach for conventional baby wipes much earlier than they would have liked, and of course than midwives recommend. Using brand new technology, we have invented a baby wipe that allows parents to conveniently care for their newborn baby’s bottom without worrying about damaging their delicate skin, in what is referred to as the ‘fourth trimester’. So, they’re as safe as cotton wool and water but without the hassle. WaterWipes are as convenient as baby wipes, but without any nasty ingredients.” For more information, contact Andrea or David on 09 574 68 60 - NZ Distributors, Marzena BodyCare Products. You can also check out their facebook page - http://www.facebook.com/WaterWipesNZ

AWARDS 2011/12

What’s Hot Obento – Sweet & Sour Udon Noodle Bowl Following the success of the Obento Udon Noodle bowls Sesame Teriyaki & Spicy Kung Pao, the range now includes the popular flavor of Sweet & Sour. Like the others, this new variant comes in a plastic bowl with 200g of udon noodles, a sachet of dried vegetables, a good balanced sweet & sour sauce and a sachet of sesame seeds to sprinkle on the top. Just microwave with 2 Tbsp of water and serve. An ideal hearty snack on the run. For more information on Obento Udon Noodle Bowls 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

SENSATIONAL Introduced in time for the Autumn/ Winter season, Continental has launched a range of gourmet soups in a new single serve format, Cup a Soup ‘Sensations’. With five new flavours based on restaurant inspired recipes, including ‘Vine Ripened Tomato with Mascarpone & Basil’ & ‘Roast Chicken with Sour Cream & Spring Onion’, shoppers can pick ‘n’ mix their favourite flavours for the week. Available in fully branded shelf ready units of 21 sachets. Please contact your local Unilever Sales representative or contact the Continental team below for further information. Nick Maskell 09 524 1092 Nick.maskell@unilever.com

Ingham’s Packed Frozen range gets a fresh new look

What’s Hot

Ingham is rolling out brand new packaging across its box and bag frozen packaged range, delivering a striking and fresh new look in supermarket freezers. The new design boasts a new red and silver ‘Ingham’ swoosh on a brilliantly clean white background with a modern 100% New Zealand stamp that emphasises its kiwi roots. The makeover for the range will include popular Ingham Chicken Nuggets – the country’s second biggest selling product in the category(Aztec, 2012), as well as the delicious Ingham Kiev (pictured). The packaging refresh will be rolling out across the range nationwide and is a show of Ingham’s commitment and investment in the category.

FMCG APRIL 2012

What’s Hot An old favourite joins the snack range

5® Gum VortexTM Stimulate your senses with 5® VortexTM – a juicy green apple flavour...

• Individually wrapped and bar-coded Beef Sausage Rolls • Baked and fresh frozen • Heat in the oven, microwave or piewarmer and eat • A great quick hot snack or treat – even on the run • See your local frozen foods distributor for more details.

5® Gum will be the apple of its fans’ eyes this year, with the launch of new 5® VortexTM. This juicy green apple flavour is set to stimulate the senses of our New Zealand consumers when it hits stores in April 2012.

Simon Piper Beef Sausage Rolls 90g.

Available in stores across New Zealand from April 2012, rush in store to stimulate your senses today.

For further enquiries contact: Richmond Foods Limited 30 Fairy Springs Road, Rotorua Phone 07 346 0160 Fax 07 346 0165

RRP: New Zealand: $2.40 (envelope) / $4.55 (2 pack)

Extra® Active Watermelon & Berry flavours

What’s Hot

Bursting with fresh, fruity flavour, new sugar-free EXTRA® ACTIVE Watermelon and Berry are now available exclusively to Australian and New Zealand consumers. Already available in Peppermint and Spearmint flavours, new EXTRA® ACTIVE Berry and Watermelon provide great fruity bursts of flavour. The popular EXTRA® ACTIVE range has two Erythritol crystal strips that, when chewed, dissolve to release a fresh flavour burst. Erythritol is a naturally-derived sugar substitute, appropriate for use in a regular oral care routine and safe for people with diabetes. In store from April 2012, EXTRA® ACTIVE Watermelon and Berry flavours are manufactured exclusively in Australia.

RRP: New Zealand: $2.40 (envelope) / $4.55 (2 pack)

APRIL 2012 FMCG

What’s Hot

EASTER TREATS

UP TO 45% OFF

Book and Subscription deals Purchase by April 30 and save up to 45% off the cover price or annual subscription!

The Complete Guide to

Good Governance in Organizations & Companies

- Doug Matheson

NZ$85.00 NOW $72.50

Great Governance – How the best boards work

- Doug Matheson

NZ$49.00 NOW $29.50

Mega Thinking - Charles Donoghue

NZ$49.00 NOW $29.50

Portabello Plus now with Herb & Garlic Oil sachet • Portabello Plus is a great way to add flair and flavour to any meal • Just brush & bake for 8 to 10 minutes • Perfect for hearty autumn meals. • Product available from mid March • Bright orange tray to attract new consumers to the mushroom category • Mushrooms are kiwi’s third most popular vegetable • Portabello mushrooms make a perfect vegetarian option for burgers and meatless meals. For further information please contact the Meadows Sales Team: Mark Santy (Southern Region) 0272 202 452 Tracy Scott (Central Region) 0274 972 823 Zane Hutching (Upper North Island) 0274 859 826 Yvonne Clyne (National Sales) 0272 160 900.

HEALTHERIES GOES SUPER Healtheries launches two new varieties of their much-loved Ground LSA (Linseed, Sunflower & Almond), which are all: • Wheat & Gluten Free • Source of Fibre • Source of Omega-3 Fatty Acids

Food & Beverage To Go .......NZ$80.00 ......NOW $48.00* Hospitality .........................NZ$80.00 ......NOW $48.00* Catering Plus .....................NZ$45.00 ......NOW $27.00* Wine Technology ................NZ$45.00 ......NOW $27.00*

Subscribe today on (09) 529 3000 *Offer only available to new 12 month subscription purchases made before 1 May.

Healtheries LSA Super Fruits is a blend of LSA with added blueberries, strawberries and blackcurrant fibre – perfect for adding to smoothies, breakfast cereals, porridge and muffins. Healtheries LSA Super Grains is a blend of LSA with added black chia, buckwheat and quinoa – perfect for adding to homemade breads and baking, hearty stews and soups or sprinkled over salads. For more information, contact your Vitaco sales representative on 0800 848 254 or visit www.healtheries.co.nz

FMCG april 2012

gs1

On choke points Time is money, finds GS1 CEO Dr Peter Stevens. We are all familiar with the concept of choke points – our diet of Hollywood blockbusters and TV crime shows unfortunately prepares us with more than enough ways to choke the living daylights out of each other! But are we familiar with supply chain choke points? As the name suggests, these are pinch points in your supply chain that slow goods to almost single file, and cause delays. And, as Einstein (I think) proved, time is money! How much money? Well in the APEC region, it has been estimated that improving trade-related transparency would increase trade by $148 billion (or 7.5% over baseline)*; and a 0.55% improvement in port efficiency or a 5.46% improvement in customs efficiency would increase intra-APEC trade by $27 billion**. Big numbers indeed. A great piece of analysis on supply chain choke points was recently done under the auspices of the APEC Business Advisory Council (ABAC) by the Marshall Business School, University of Southern California (see http:// uscnews.usc.edu/business/improving_supply_chains_in_ the_pacific_rim.html). Involving 180 in-economy interviews in 16 APEC economies (including NZ) and survey responses, the study measured the costs (or ease) of crossborder trade throughout the region. A key metric was the Ease of Trade Index (ETI), which showed that Singapore was the best, and Russia the worst. New Zealand ranked third after Singapore and Hong Kong. The next step in the Marshall study was to work out if best practices found were shared across all APEC economies, what the resultant savings would be. For example, it was found if Thailand’s procedures at ports were adapted by all the emerging economies, savings of 2.4 days (changing from 5.4 to 3 days) could be generated. Likewise, if Singapore’s port operations were implemented in all developed economies, processing time would drop

from 1.8 days to 1 day. Dr Peter Stevens, So, what were the choke points identified? chief executive, GS1. Issues of transparency caused by language Email: peter.stevens@gs1nz.org. difficulties, the requirement to pay bribes to border officials, a lack of dispute mechanisms, and the complexity of documentation/rules, were in some ways obvious. But the absence of information communication technologies to facilitate information exchange between different economies was a major factor and, if available, could massively assist product flows across borders. How so? If electronic linkages were introduced to replace paper manifests / consignment notes / export documentation, the speed of customs and phytosanitary clearance could be increased. Also, if border systems had ‘visibility’ of what was in the consignment in advance, more product could be automatically ‘green laned’ thus lessening the requirement for time consuming and expensive physical inspections. Interestingly, the introduction of such IT systems was identified as being able to increase the transparency of border transactions (eg, it is difficult for a ‘bent’ customs official to demand a bribe for facilitation if an electronic system had already pre-authorised the passage of freight across the border). Of course, a prerequisite of IT systems being able to talk ‘together’ is data standards – hence APEC economies looking to GS1 standards. The great news was that the Marshall report, presented recently at the ABAC conference in Hong Kong, was given a lot of prominence and an action plan to encourage the adoption by APEC economies of standardised, electronic processes for border control was introduced. We’ll wait to see where this initiative goes with interest. *Source:World Bank ** Source: Centre for International Economics 67!8-%./0$)3%"8%984:6-86(%"%.)+3

-'$$+"#6-%3#60"&67).+6!"1%51+&6)"67$0&+68$%.69+1+5%/+&6#%6:.+$;)";66 #$##

-'$$+"#6?)#'0#)%"

I+3#6J$0(#)(+

!"67$0"3)#

"#$$%&'(

@6EBCCC6D6(%"=6 F6&0G3

.,(+

@6EBCCC6D6(%"=6 EC6&0G3

.,(+

@6ABCCC6D6(%"=6 EF6&0G3

!"67$0"3)#

)#*+,-'(

!"#+$"0#)%"056 ?,)/.+"#3

9+1+5%/+& <+=;=64'3#$05)0>

!"#$%&'(#)%"

*+#,%&

-%./0$0#)1+

!./0(#

2%('3

/01234,5+6&5'(7 89":;*&6<7!220:!2=2>

4(#)%"

-%"(5'3)%"

"$##

!#$##

!"$##

%&'()*+,.+'(/0+'( 1-2/3-)4)'5 6)')5) 789:,)4&) 6;&4<'&:-5/%:):-9 =)*)' >-*8?4&@/+A/… 6;&'-9-/B)&*-& C)4)D9&) 6;&') B;)&4)'5 E-,8 C-F&@+ G'5+'-9&) H&-:/1)I E;&4&**&'-9 >899&)

J%#+"#)056?01)";3

C),M-:/7@@-99 N+,5-,/ 75I&'&9:,):&+' B,)'9*+,:/O/ 6+II8'&@):&+'9/ G'A,)9:,8@:8,-

N89&'-99/ L'K&,+'I-':

J+,45/7K($/… 7EL6/7K($

:.+$;)"; <+=;=6-,)"0>

!"($+03)";8 *0;")#'&+8%98 <0$$)+$3 !!

!"#$%&'(#)%"

*+#,%&

-%./0$0#)1+

!./0(#

2%('3

4(#)%"

-%"(5'3)%"

april 2012 FMCG

g rocer y b us ine ss Unilever’s new initiative for sustainable growth Unilever’s Open Innovation team has launched a new online platform which offers experts the opportunity to help the company find some of the technical solutions it needs to achieve its ambition of doubling the size of its business, while reducing its environmental impact. The global consumer goods Roger Leech, Unilever Open manufacturer has extended its Innovation scouting director. collaborative approach with partners to help it deliver a range of important innovation projects which support the company’s sustainable growth strategy. The details of a range of research projects have been published online to invite potential collaborators to work with Unilever’s Research & Development team to design the innovation breakthroughs which will create a better future for its consumers, the environment, its business, and its partners. While Unilever has a long track record of partnering to develop products, it is the first time that its research projects have been shared so publicly in an open forum. Each Open Innovation project at Unilever is defined by its “Want” – the technical solution the company is looking to work with external collaborators to develop. The “Wants” listed on the new platform span across Unilever’s commitment to both reduce its environmental impact and increase its positive social impact. For example, lighter and more sustainable packaging that will cut the weight, quantity and waste of product packaging, or laundry products and technologies that allow consumers to get superior washing performance using lower temperatures and less water.

Lab assistant Gemma Cowan works on new technology that allows consumers to get superior washing performance using lower temperatures and less water.

FMCG april 2012

Roger Leech, Unilever Open Innovation scouting director, said: “Our global research and development teams consistently make innovation breakthroughs which keep Unilever at the forefront of product development and design. “But we know that the world is full of brilliant people with brilliant ideas, and we are constantly looking for new ways to tap into this potential by working with partners who have a fresh, serious approach to developing exciting new technology. “Smart collaboration with partners gives both parties the freedom to do business in new and invigorating ways – creating shared value along the way. It brings together the expertise and experience of our sustainable innovation capability with new thinking and creativity from partners, creating new business models in which ideas flourish.” Unilever is one of the world’s leading fast-moving consumer goods companies, with strong local roots in more than 100 countries. Globally Unilever has around 163,000 employees. In Australasia Unilever employs more than 1600 people, and has offices and manufacturing facilities throughout Australia and New Zealand. Unilever has led the Food Producers sector in the Dow Jones Sustainability World Indexes for 13 consecutive years. The company is included in the FTSE4Good Index Series and attained a top environmental score of five, leading to inclusion in the FTSE4Good Environmental Leaders Europe 40 Index. In 2011 Unilever led the Climate Counts Company Scorecard and was named number one in the list of Global Corporate Sustainability Leaders, according to the latest survey findings from GlobeScan and SustainAbility. Unilever R&D involves over 6000 professionals, six strategic centres for global R&D and 31 major product development centres. In 2011, the company’s investment in R&D was around ¤1 billion. l

Whitestone Cheese scoops packaging award Whitestone Cheese has received the top award for packaging at the 2012 NZ Champions of Cheese Awards. Whitestone Cheese has recently launched a new range of packaging across its entire range. The new packaging, which hit shelves five months ago, features a clear top sheet with each cheese clearly identifiable with the source of origin and cheese name noted in an attractive modern design. It also represents innovation in its pack design, which hasn’t been seen in a New Zealand cheese pack before. The judges were looking for innovation, creativity, strong design and great execution in cheese packaging. Whitestone Cheese general manager Simon Berry is delighted with the win and the feedback he’s been getting from consumers and retailers alike. “Our new packaging greatly enhances the overall presentation of our cheese,” says Berry. “It enables the consumer to clearly see what they’re buying, and ensures that when they get it home, it arrives in the same condition.” Whitestone’s new packaging has also opened up a number of export opportunities for the company. “It has more than doubled the shelf life of Whitestone Cheese products, making it far more attractive and accessible for export,” adds Berry. In addition to the packaging trophy, Whitestone’s Vintage Blue was a winner for the second year in a row, picking up the Champion Blue Cheese Award. Simon’s father, Whitestone Cheese founder Bob Berry, was also celebrated and presented with a Lifetime Achievement Award for his outstanding contribution to the New Zealand specialty cheese industry. Among other highlights at the Champions of Cheese Awards, a gold medal went to Puhoi Valley for its Classic Cheeseboard with a trio of different cheeses (Distinction Blue, Old Barn Brie and Est’d 1863 Aged Cheddar). Judges loved the overall presentation and boxed display, which features a helpful description of each cheese on the side of the box. Barrys Bay was also acknowledged by judges for the packaging of its Taste 4 selection, containing four different cheeses, which encourage consumers to try several cheeses in one affordable and convenient pack. l

Real meat, Real flavour Available in 10 Flavours! EASY PEEL

EASY PEEL

<:; <;

Fine Sliced

Lean 100% NZ Prime Beef, seasoned and hand rubbed in the perfect blend of white pepper and spices.

Finely ground beef and pork with a hint of wood smoke and spice. Mild and tender

100% chicken breast, seasoned with roast spices and lightly wood smoked for a great tasting chook.

Genuine pork sirloin seasoned with satay and natural spices.

1.35

0.5

285

Real meat, Real flavour... Just Cut 10.7

0.15

9.8

Lean pork leg meat, cured by our experienced butchers and genuinely wood smoked to deliver that extra flavour and aroma that makes a meal.

Minimum Net Weight

Real meat, Real flavour... Just Cut 0.75

0.25

425

Real meat, Real flavour... Just Cut 5.7

0.35

EASY PEEL

LEG HAM

PEANUT FREE

Minimum Net Weight

Real meat, Real flavour... Just Cut

SATAY PORK

ROAST CHICKEN

SALAMI

HOT BEEF

2.1

449

Minimum Net Weight

Real meat, Real flavour... Just Cut

0.5

1.5

<:; <;

Fine Sliced

Genuine pork sirloin seasoned with natural spices and hand rubbed in a spicy blend of peppers.

Lean 100% NZ Prime Beef, seasoned with natural spices and hand rubbed in New York style cracked peppercorns

100% NZ Prime Beef, traditionally cured and gradually steam cooked until tender.

Lean 100% NZ Prime Beef, seasoned with natural spices then genuinely wood smoked for flavour and aroma that’s just right.

0.5

298

0.05

Real meat, Real flavour... Just Cut 1.55

0.7

347

0.25

5.85

2.15

295

0.15

Available only from the deli shelves JUST CUT is the result of years of experience and passion for the ultimate taste. Try it for yourself… you’ll find freshness, value and of course superior quality coupled with the convenience you love. Farmland Foods Ltd

0800 806 328

www.farmlandfoods.co.nz

0.2

100% NZ Prime Beef, slow cooked and lightly seasoned to deliver a true roast flavour.

Minimum Net Weight

Real meat, Real flavour... Just Cut

485

ROAST BEEF

PASTRAMI

Minimum Net Weight

Real meat, Real flavour... Just Cut 1.2

HOT PORK

CORNED SILVERSIDE

SMOKED BEEF

EASY PEEL

Real meat, Real flavour... Just Cut 1.2

0.5

285

0.05

Real meat, Real flavour... Just Cut 1.6

0.7

411

0.3

Health Claims We need to make progress, says Katherine Rich, CEO, New Zealand Food & Grocery Council.

here’s nothing more natural than wanting to know exactly what you’re eating. You know, how much juice is in the fruit drink or how much fruit is in the jam or relish. But there’s another vital piece of information about our food – and that is how healthy it actually is for you. Sometimes we know that’s not important because we are eating treat food – but on many occasions we do have an interest. And that leads directly to what food manufacturers can, and cannot, say around nutrient content and whether or not there are health benefits from the food – and, indeed, the evidence necessary to support such claims. This has been a vexed issue for many years now, as industry and legislators grapple with what claims manufacturers can make on their food labels regarding nutrition and health. Developments continue, but maybe we are about to see a little light at the end of what has been a very long tunnel (or will it be the light of an oncoming train?) Because at the end of April, Food Standards Australia and New Zealand (FSANZ) is expecting to publish, for ministerial considera-

FMCG april 2012

tion, its review of draft Standard 1.2.7 - Nutrition, Health and Related Claims, ultimately for inclusion in the Australia New Zealand Food Standards Code. To put it into perspective it’s necessary to retrace the story up until now. Developments go back more than 15 years with industry involvement and support, but in 2008, drafting of the Standard took a ‘lock-down’ approach when selfsubstantiation of general-level claims was removed and replaced by regulator pre-approval of such claims. In an attempt to placate industry, FSANZ developed a suite of ‘food-health’ relationships that could be used immediately for general-level health claims. The intention of the lock-down was to provide a pre-approval framework for health claims on all food labels and related material, with the aim of reducing any involvement in substantiation by enforcement agencies on both sides of the Tasman. Claims covered by the Standard generally fall into three categories: • Nutrition content claims, which describe or indicate the presence or absence of energy, a nutrient, or a biologically active substance. For example: “This food is high in calcium.” • General-level health claims, which refer to a nutrient or substance in a food and its effect on a health function (though they may not refer to a serious disease or biomarker of a serious disease). For example: “Calcium is good for healthy bones and teeth.”

• High-level health claims, which refer to a nutrient or substance and its relationship to a serious disease or to a biomarker of a serious disease. For example: “This food is high in calcium. Diets high in calcium may reduce the risk of osteoporosis.” Until 2008, FSANZ had proposed that all claims be substantiated with documentation, that qualifying criteria were to be specified, foods carrying general-level and high-level claims were to meet nutrient profiling scoring criterion, and fooddisease relationships underpinning high-level health claims be pre-approved by FSANZ. It also proposed that food businesses could choose one of four methods to substantiate general-level health claims. But within months, the Australia and New Zealand Food Regulation Ministerial Council was asking for a review of the draft Standard, saying it did not protect public health and safety, was difficult to enforce, and placed an unreasonable burden on industry and consumers. In 2009, FSANZ sought comment on a re-drafted Standard. The key change was the removal of selfsubstantiation for general-level health claims and the addition of a number of pre-approved foodhealth relationships that may be used by industry for general-level and high-level claims. Further additions to the list of food-health relationships would have to be made via application to FSANZ, or by it assessing and adding, as appropriate, food-health relationships approved by other ‘recognised’ agencies,

featu re notably the European Union. Late in 2011, Ministers asked FSANZ to consult again before it presented its final report. Ministers also asked it to consider the inclusion of ‘fat-free’ and ‘% fat-free’ in the regulatory framework. This very late addition came somewhat out of the blue. The Food and Grocery Council has studied the latest version of the draft and has consulted members on a response. It was also to be considered by FGC’s Health and Technical Working Group prior to completion and submission by the March 30 closing date.

Better regulation The primary concern is that the Standard in its present form seems to go against the prevailing desire everyone has of less and better regulation. Pre-assessment of general-level claims and the removal of self-substantiation is a significant increase in regulation and will result in significant costs as a huge number of products are relabelled for very little benefit. Preapproval was only ever intended to apply to high-level claims. Prescribing a list of 115 food-health relationships would seem to add even more regulation around general-level claims for little or no benefit. New Zealand and Australia aren’t alone in tackling health claims. The European Union is undertaking extensive work on the issue. It has worked its way through thousands of claims applied for by industry but have so far, and after several years, approved none, although some 200 have been accepted for pre-approval and are waiting passage through the EU Parliament. This alone should indicate that timeliness has been lost to regulatory bureaucracy. Nonetheless, FGC will be watch-

The bottom line from any changes must be that if you make a claim you have to be able to back it up. ing the progress of that work carefully. Though there is much to be said for seeing how others, particularly those with world-class assessment processes, handle such an issue before we move, it is always instructional to learn from the mistakes of others, and this would seem one. There’s no doubt we need to make progress – heaven knows we have been waiting long enough. Food manufacturers need clear rules around what they can and cannot say on food labels. They want a claims regime which allows them to get on with the business of making food products and communicating with consumers. But we do need to get it right. All claims must be made responsibly and with evidence to back them up. Some claims being made in the marketplace by non-FGC members are both inaccurate and unable to be substantiated, and that must not be allowed to continue. The bottom line from any changes must be that if you make a claim you have to be able to back it up. I still shake my head when I read the back of a packet of dates imported from the Middle East, which I have in my office. Under the heading “Medical Effects”, the following statement appears: “Fresh Dates have proven to be used for their medical purposes. They have been administered for sore throat, colds, bronchial catarrh, and taken to relieve fever and a number of other similar complaints, such as flu.” Then: “One traditional belief is

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

that Fresh Dates can counteract alcohol intoxication; therefore it is believed it neutralises alcohol’s negative side-effects.” It ends: “For pregnant women dates contain certain stimulants which strengthen the muscles of the uterus in the last few months of pregnancy. This would then assist in the dilation of the uterus at the time of delivery.” Good luck with proving all that! Finally, to the very late inclusion in the draft Nutrition, Health and Related Claims Standard of controls around the use of “fat-free” and “% fat free” claims. The FGC’s study of this inclusion reflects what is seen by many in the industry as being short-sighted, not contributing at all to consumer understanding of food content, and not supported by sufficient evidence of harm. Let’s not forget that a major contributor to obesity is fat content, and being able to indicate whether an item is free of fat or how free of fat it is, is surely an essential part of educating consumers about the food they’re eating. Having said that, some manufacturers do themselves no favours by placing “fat-free” claims on high-sugar content products. Nonetheless, the ability of manufacturers to be able to continue to tell consumers what their products might deliver for the consumer is an important part of the health dialogue and of empowering the consumer to make choices that suit them, so they know more about what’s in their food and how healthy it is.

w w w. f g c . o r g . n z april 2012 FMCG

New age marketing FMCG talks to some of the experts in this field about POS, apps and other mobile marketing solutions.

att Martin, director at Two Degrees of Separation, has been working within advertising, branding and broadcast for the past 20 years, both here in New Zealand and in the UK. He started his own advertising and branding consultancy in 2008 based on the skills and experience gathered in that time. Martin finds that many FMCG companies don’t allocate marketing budgets as they’re understandably unsure of ‘how much’ and where to start. “As a percentage of sales, advertising expenditure varies across categories, however FMCG tends to average 8%-10% of sales,” says Martin. “Trends I’ve seen include FMCG companies reducing their budgets, moving more of the budget to online, embracing social media and demanding a higher level of measurement as proof of ROI beyond just an increase in sales.” He adds: “Recent studies found that online advertising is the most powerful marketing channel for FMCG brands for driving short-term sales.When the budget is tight, moving a greater share

of your media budget to online can give greater measurement and significantly improved results. “Facebook ads and Google AdWords are two areas in particular where Two Degrees of Separation has achieved great results for our FMCG clients. Focusing on SEO (Search Engine Optimisation) is also a high-return, longer-term strategy that continues to return results between campaigns. “This approach means the media consumers are exposed to offline are consistent when online. Brands are moving to where consumers already are, such as Facebook, rather than expecting consumers to come to them.” Masthead formats are also an effective method when budgets are limited, however choose carefully, advises Martin. “Make sure terms and conditions don’t limit use through talent fees or across networks and online.” He says: “Another ROI of online marketing is the ease of building a database for future conversations, engagement and cross-promotion. Email marketing remains one of the highest ROI forms of marketing across

all industries and owning your own consumer database is a powerful and cost-effective asset to have.” Another area that needs attention is POS (point-of-sale). The key is to simplify the communication for cutthrough. Says Martin: “We focus on straightforward promotions, price and prize incentives, focused on creative and instantly engaging ideas, stated with the least number of words and strong imagery.” Creating overly complex prize packages can be difficult to depict given the restricted POS space and can reduce the level of consumers who’ll follow through with entry. Depending on the product and its uniqueness, PR can also add a layer of communication that would normally cost much more to achieve. It can also provide another level of engagement with the consumer depending on the media or idea execution. Martin says, in summary:“I’m seeing a move towards lower spends, simpler and stronger POS, more integrated campaigns including online, more measurability and brands embracing social media.”

warner warner

THE WHOLE POINT OF PURCHASE

THE WHOLE POINT OF PURCHASE “increasing sales at the point of purchase”

“we’ve been increasing sales at the point of purchase with effective, customized displays for 27 years”

“increasing sales at the point of purchase”

p. (0649) 634 5564 50

p. (0649) 634 5564

FMCG april 2012

www.warnerdisplays.co.nz

featu re POS displays “We can’t stress enough the importance for brands to increase their market share in this very tough market,” says Sandy Young of Warner Displays. “Those who continue to invest in their brands at the point of sale (POS) during a downturn create increased brand awareness at the expense of their competitors, resulting in increased marketing share,” says Young. Young adds: Most retail chains have come to embrace the fact that effective POS displays increase their sales, based on research studies which have shown that 75% of purchasing decisions are made in store.”

Mobile marketing Have you seen the app called “Fast, Fresh & Tasty”? It is focused on delicious weeknight meals using local ingredients. The free seasonal updates also mean the app stays relevant for consumers, reminding them what’s in season right now. The app has been created by Wellington-based interactive media specialist Click Suite, which has created a range of international awardwinning interactive media, including mobile apps. Emily Loughnan, director Click Suite, explains: “Fast, Fresh & Tasty brings together brands that all compete for their place on the dinner plate each night. By coming together, the cumulative offering to the consumer is so much more powerful because on

“Owning your own consumer database is a powerful and cost-effective asset to have.”

a daily basis you’re helping them solve the problem of what’s for dinner. That means each brand gets considered every day. “This is opposed to an app that offers ideas using cheese, for example, which a user might access occasionally. We think it makes an interesting new business model.” Says Loughnan: “The key is, it doesn’t feel like advertising, so people are engaging with the content, and adding those products to their shopping list.” Mobile is increasingly becoming an important channel as more and more consumers turn to their smartphones while ‘on the run’. Loughnan comments: “What we’ve found in the FMCG sector is that some individuals in leadership roles aren’t using the technology, and are assuming their customers aren’t either. It’s possible that this is holding the sector back. “We’ve found that our user base are avid users of the app, eagerly downloading the seasonal updates and regularly accessing recipes, favouriting recipes and they love the shopping list function (which you can email or text to someone else). They also love the social media aspects of the app; we’re finding most of our web traffic is coming through other people mentioning the app in Facebook, Twitter and even LinkedIn. “The whole focus for us is to ensure that we’re used daily, and so far that

Matt Martin, director, Two Degrees of Separation seems to be working.That’s the benefit of being in someone’s pocket.” Some of the lessons shared by the Fast Fresh & Tasty development team are featured in more detail on fmcg.co.nz/features.

VanGo – driving your brand further VanGo is the creation of Paul Archibald, presenting a new and successful way to have your brand recognised as a major New World supplier – something that is not often approved by this prestigious and well protected brand. Archibald says VanGo is a form of mobile billboard advertising with numerous benefits for FMCG suppliers to the New World stores: • Be the recognised New World brand in your category, at the time you are featured on their vans. • Enjoy a closer and more ‘hands on’ relationship with the New World

ONE PRIZE PACK TO BE WON EVERY WEEK OVER 6 WEEKS

Take the

to clean up New Zealand, starting at home

Go to chuxchallenge.co.nz to be in to

WIN one of

6 Prize Packs WORTH $1100

ONE PRIZE PACK TO BE WON EVERY WEEK OVER 6 WEEKS Take the

Go to chuxchallenge.co.nz

WIN

to be in to one of 6 Prize Packs

Bring some colour to your FMCG branding and advertising experience. to clean up New Zealand, starting at home

Worth $1100

$1.00 NEW

One coupon per customer. See reverse side for details

off

CHUX® RANGE

feat ure

owners and buyers. • The van is either parked right outside the front entrance of the New World store, or is being seen in high traffic areas while out doing deliveries – keeping your brand front of mind as shoppers enter the store, or when seen in the local vicinity. According to Archibald, VanGo is very cost effective when compared to other similar types of media, such as bus stops, back of buses and stationary billboards.

FMCG april 2012

He says: “We offer advertising for less expenditure, with greater exposure to your qualified target market, especially when used alongside instore activity and other product promotions. At VanGo we have a can-do attitude, we believe anything is possible and will go out of our way to make your campaign work for you. We will drive your brand further, making it first in the minds of your customers!” He adds: “As part of our innovative approach, we also soon hope to be able to assist with sampling, in conjunction with your van advertising, as we target everyone entering the store.” So what does one of his regular clients think of their results? “Nivea has advertised on the New World vans many times by booking space on both the sides and rear win-

dows of the vans. Combined with in-store activity and van advertising we always notice a substantial spike in sales at the participating New Worlds. We also enjoy a more hands-on relationship with the owners and buyers,” said Tim Holt, senior business manager, Beiersdorf NZ. Archibald says: “We have recently supplied the new New World Metro store with a VanGo vehicle in Auckland’s CBD, so now we have 18 vans located around greater Auckland and the Upper North Island. Our long-term plans are to grow the New World fleet and offer our Opel vans to businesses that also see value in having their own branded vehicle, with a topical area for advertising to increase their brand awareness. “VanGo is ‘All Go’, be the recognised brand on the vans, to reach your targets!”

featu re Titan Media Titan Media Group launched into the New Zealand market during October 2011 after operating in the Australian market for just over a year. Titan Media quickly identified that a similar opportunity existed in the NZ market for an outdoor medium that was exclusively located within close proximity of key retail precincts and supermarkets nationally. Claude Leonard, sales manager at Titan NZ, says: “With limited opportunities currently available to advertisers in the final path to purchase space it was the obvious next step for Titan. Currently a number of media suppliers operate in the retail space but none with the format, number of panels, or proximity locations in an uncluttered environment that Titan has, which is really exciting for our clients

and us. Whether bought as a standalone option, or in combination with other suppliers in the path to purchase environment, Titan Shop panels offer a huge value proposition to POS clients.” Titan Shop is one of the last true advertising channels where clients will have the opportunity to influence the consumers’ buying decision, which would hopefully lead to trial, consideration, purchase and ultimately brand loyalty. Our landscape panels are large, highly visible and within close proximity to the point of purchase and cost effective. Titan Media New Zealand is currently completing the final stage of its roll out of Titan Shop into the New Zealand market. Completed in March of this year, Titan Shop will have 300 faces targeting 25 key supermarkets nationally

across Whangarei, Whangaparaoa, Auckland, Hamilton, Tauranga, Wellington and Christchurch.A further 100 faces are in development, which will increase the portfolio to 400 faces within 50 supermarkets. Key properties within the portfolio are Westfield New Zealand, Botany Downs, Bayfair, The Palms, LynnMall and a number of significant metro independent centres. Leonard says: “Titan Media New Zealand are thrilled at how the Shop product has been received into the market thus far and for the support it has been given. The company will continue to build and grow its portfolio during 2012 aiming to become a key player in the final path to purchase media space.” For more information please visit titanmediagroup.co.nz or call (09) 304 2926.

S TA N D O U T ...with the largest advertising platform prior to point of purchase. Offering high impact landscape units across major malls nationally, Titan Media Group provides your retail proximity solution. Ask us how we can benefit your next campaign. Contact Claude Leonard e: claudel@titanmediagroup.co.nz | t: 09-304 2926 www.titanmediagroup.co.nz TNZ HALF PAGE 120224.indd 1

TITAN MEDIA GROUP Your Retail Proximity Solution

24/02/12 10:45 AM

april 2012 FMCG

Servicing Crossmark New Zealand MD Grant Leach considers the potential of a strong heritage brand. Four Square is one of New Zealand’s true iconic brands that is making a strong comeback in terms of its offering and positioning in the market. Many people don’t realise that Four Square was around well before the likes of Pak’nSave and New World. Originally established in the 1920s, the household name Four Square emerged as the original Foodstuffs co-operative brands, which brought independent grocers together who were concerned about the activities of rival grocery chain stores. Building on its strength as a heritage brand, today Four Square is positioned as the trusted ‘Kiwi’ grocery retailer providing local communities and towns throughout New Zealand with a service that is second to none and promises to be welcoming and local. They are small supermarkets, often in outlying areas where bigger supermarkets cannot be justified. With more than 280 stores nationwide, senior management of Foodstuffs clearly see Four Square as a great opportunity to drive growth for themselves and their customers. To seize this opportunity and further extend the brand, Foodstuffs has chosen to position Four Square as the convenient community supermarket that offers a great deal more than the corner dairy. But what is driving Foodstuffs’ renewed focus on Four Square? I would imagine that one key motivator would be the impact of

FMCG april 2012

the national Countdown supermarket rollout around the country by the Woolworths Group. In response to Countdown’s entry into the market, Four Square has recognised the need to drive growth by leveraging the strengths of the iconic brand and its key point of difference, including its convenient nature and community store locations. A strong advantage for Four Square is the extremely high brand recognition, thanks to its long history in communities around New Zealand. Secondly, its positioning is very strong, being focused on evolving and improving the overall offering and experience. From a personal perspective, having taken a chance to dodge some rain over summer, I managed to get a few days camping in the far north and visited a few Four Square stores during my trip. The service, store layout and product ranging was most impressive in all stores. Looking at the stores, the owners appeared to be aware of the direction from the management team and truly embracing it. And I’m confident their approach would be having a positive impact on their wallets, too. Looking at the bigger picture, Foodstuffs’ renewed focus on Four Square is a positive thing for the grocery industry as a whole, as it begins to look for new ways to drive profitable revenue growth. Previously, Four Square stores may have been seen as too expensive to service,

Four Square because they are spread across the country in small and sometimes remote locations. For many brand owners Four Square was therefore often neglected or treated like the third poor cousin, behind Pak’nSave and New World. A new model Recognising the servicing obstacles, Crossmark approached the previous Foodstuffs managing director Tony Carter after Foodstuffs announced it would be increasing its investment in the Four Square brand, to discuss the opportunity to co-develop the ideal structure and service offering. The solution was a collaborative exercise to offer a service that was acceptable to both the supplier and the channel owner. The result was a model that provides a cost effective outsourced field force that is focused on selling specifically to Four Square. The aim of the model is to enable brands to gain significant revenue growth in Four Square stores and to considerably out-index growth in traditional grocery channels. After manufacturers crunched the numbers they found that the return on investment (when compared to doing it themselves) is hugely appealing. To help manufacturers fully recognise the benefit of Four Square, we developed an exclusive Four Square sales opportunity gap model with Nielsen to highlight the revenue growth opportunity, which has been

Four Square is positioned as the trusted ‘Kiwi’ grocery retailer providing local communities and towns throughout New Zealand with a service that is second to none. significant for each brand. The brands that will enjoy the most benefits are those that are considered to be regular or smaller dollar value purchases, such as biscuits, breakfast foods and pain relievers, to name just a few. The idea came about following frequent discussions with manufacturers about their struggles to meet revenue and bottom line budgets. We saw the model as a simple answer to the problem, which allows brands to achieve growth well ahead of the growth rate of the broader New Zealand grocery market. In my view, as time goes on, Four Square will continue to offer a rich community orientated experience. But we will see it up its game by reflecting the model taken by New

World and Pak’nSave. The difference will be that Four Square will do it without losing the small personal feel that consumers have come to know and love. Instead, they will reflect a more professional approach. They will do this by keeping the six key factors of product, price, placement, promotions, personality and people, at the forefront of all activity. And consumers will enjoy the benefits too – as they will enjoy a greater range of products on a regular basis. So everybody wins. l

Crossmark New Zealand MD, Grant Leach is a regular contributor to FMCG magazine.

april 2012 FMCG

New Food Bill is not that scary Trina Snow, executive director, NARGON.

Trina Snow examines the upgrade of our food safety laws.

If you believe everything you read, the proposed Food Bill currently being considered by Parliament would take away the human right to grow food, employees of Monsanto could raid marae looking for seeds, food safety inspectors would be routinely armed and have the same powers as sworn police officers, and people keeping more than seven days worth of food in their home would be labelled “food terrorists”. That selection is only scratching the surface. Several people have even tried to interest the media in claims the Food Bill is simply a continuation of a shadowy conspiracy to control the world’s food, which was started by the Nazis. Of course, the reality is far different. The Bill is an update of the 30-year-old current Food Bill, which is designed to reflect modern food practices and to ensure New Zealand is in line with international standards. In recent months, the Government has gone into damage control mode to rebut the rumours and scaremongering around what this legislation will actually do. Supermarkets, as major food retailers and often food producers, will naturally be interested in the potential impact on their operations. Most supermarkets will be required to have a Food Control Plan under the Food Bill as currently drafted. A Food Control Plan is a risk-based measure which concentrates on the processes and procedures that need to be in place to keep food safe. The Minister of Food Safety’s office has advised NARGON that supermarkets which do food processing (for example, have an on-site butchery, bakery or delicatessen) will be required to operate under a Food Control Plan. However, they note that many supermarkets already have food safety programmes under the current Act. Those will be deemed Food Control Plans under the transitional requirements of the Bill. This means most supermarkets will not have to make any changes when the legislation is passed.

FMCG april 2012

For smaller supermarkets that do not have a delicatessen, bakery or on-site butchery, the Minister’s office advised that they may be able to operate under National Programme regulations. The regulations are less arduous than Food Control Plans and will be aimed at sectors which present a medium to low risk to consumers. The system will be flexible with three levels of regulations available based on the level of risk that needs to be managed. This approach is expected to provide greater flexibility within the food regulatory regime. One of the legitimate concerns raised regarding the Bill was that it inadvertently covered seeds for propagation by classifying all seeds as food. The Government has promised to correct that. The other genuine concern was the potential cost to businesses and organisations, from fundraising sausage sizzles, to jam stalls in farmers’ markets through to large urban supermarkets. Minister Kate Wilkinson has insisted that one of the main drivers of the Food Bill is a desire to reduce costs while ensuring food safety. The Minister’s Office has indicated that some supermarkets could enjoy lower compliance costs while most would pay around the same amount. For stores covered by a Food Control Plan, there will be little change although the Ministry of Agriculture and Forestry is working with supermarket companies on ways they could make their Food Control Plans more streamlined and smarter, which in turn may reduce costs. Smaller supermarkets, which will be covered by National Programme regulation, may have lower costs than currently and will certainly face much lower costs than they would if they required Food Control Plans. Stores covered by regulations may also have less frequent verification checks than they do under the current Act. Work on the Food Bill began in 2003 and it was supported by Labour and the Greens through the initial stages of Parliament and the Select Committee process. The Minister gleefully points out that the now-outspoken critic Sue Kedgley actually voted for the Bill when she was a Green MP. Despite the recent outbreak of vehement but often ill-informed criticism, the Food Bill is a sensible upgrade of our food safety laws and should hold no fear for supermarkets.

RESOURCE DIRECTORY Laboratory Testing Third Party Audits Industry Training

Murray Plastics Ltd. Are your products neat & tidy on shelf? Do you need custom moulded trays? > Counter / Merchandiser trays

Your trusted partner for independent quality assurance services

> Tester trays > Shelf strips > General Vacuum forming.

freephone 0508 00 11 22 www.asurequality.com

We specialise in small runs. Ph 09. 836 5399

021 683 653

murray@murrayplastics.co.nz

For Bird Control in Warehouses Amazing new repellents registered in NZ. With Money-Back Guarantee!

Phone Pestgard 0800 737 838 FOR THE LARGEST RANGE OF BIRD CONTROL PRODUCTS IN NZ.

Capture your share of the market –

advertise HERE in C-Store’s

RESOURCE DIRECTORY.

To ﬁnd out more about ad packages and rates contact: • Peter Corcoran on 021-272 7227 email peterc@mediaweb.co.nz • Juleigh Buchan on 021-140 3456 email juleighb@fmcg.co.nz

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

CATEGORY: Y Y:

Framec, Koxka, Orford, B Bonnett N Nevé é Festive, Skope, McAlpine april 2012 FMCG

the business of liquor reselling

New

Asahi’s man in New Zealand, Julian Davidson, talks straight to Keith Stewart. When Japanese brewer Asahi bought Independent Liquor six months ago, the New Zealand liquor industry was unsure what a new international giant in their midst would mean. Now that the new ownership structure has bedded in, Independent Liquor CEO, Julian Davidson is confident the change in ownership means that Independent has been “globalised”, potentially increasing its already flourishing international markets, but big changes are on the horizon for this country’s dominant brewers. “My vision for Independent Liquor is for us to be a major player in the local market. We are already a multi-

FMCG april 2012

category producer with substantial international business, and we mean to make our presence felt in New Zealand,” he says. Independent has been a notable presence in the drinks business ever since founder, Michael Erceg outflanked the liquor establishment on both sides of the Tasman by grabbing a healthy chunk of the trade with his innovative RTD products. The company branched out into beer and wine, and alternative spirit brands, and currently brews and markets the Carlsberg beer brand in New Zealand. However beer is what Asahi do best,

tough guy in town and with the Asahi brand now being managed in Australia by Independent, it is just a matter of time before Japan’s most respected international lager joins the Independent portfolio here. In the meantime, Independent is determined to shake up the brewing status quo. “For a long time customers of tap beer here have had very little choice about what they drink. We plan to change that and breakdown the duopolistic control Lion and DB have over tap sales in this country,” Davidson says “We believe it is very wrong for Lion and DB to have such a dominant position in the on-premise market for all beverages, and I personally think that their contracts are anti-competitive. We call on any operators that are sick of the present system and want a change to give us a call. We are not into big contracts. We see our role is to help put in

We are already a multi-category producer with substantial international business, and we mean to make our presence felt in New Zealand. Julian Davidson, CEO Independent Liquor systems, but we also believe our beer is good enough for operators to want to offer our brands.” The lever for access to on-premise markets for Independent, Davidson thinks, is the quickly expanding craft beer market and the public desire for choice from a larger range of beers. “We will continue to market Boundary Road very aggressively,” he says. “We are already competing very well in a head to head with Macs and Monteiths, and the brand is growing very strongly. We are confident we can gain market share and improve competition.” While beer, RTDs and other spirits will continue to be important areas for Independent, Davidson does not see much expansion in wine in the near future - not that this is not a possibility if conditions are right. “We are working with Asahi on beer and spirit packaging systems, streamlining

our processes and looking at international developments. Their expertise and capital injection have allowed us to focus on building our brands and becoming strong brand managers in the New Zealand beverage sector,” Davidson expands. “For 25 years we have built a business on convenience, and we are working hard to keep the DNA of Michael Erceg’s creativity alive. We are already the largest exporters of non wine alcohol drinks in New Zealand, and we plan to grow that with the contribution of capital and confidence that Asahi have made. We are also determined to change the New Zealand drinks market for the better: for customers and independent traders who want better choice.” l

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

april 2012 FMCG

Easter Show BWS took a close look at some of the highlights

Nelson-based Brightwater Vineyards swept the floor at the recent Royal Easter Show Wine Awards, taking out Champion Wine of the Show and Winemaker of the Year. Brightwater Vineyards Lord Rutherford 2009 Barrique Chardonnay was awarded the Trophy for Champion Chardonnay of the Show and the Trophy for Champion Wine of The Show. Tony Southgate, winemaker at Brightwater Vineyards, was named Winemaker of the Year. Now in its 59th year the Royal Easter Show is New Zealand’s oldest wine show and is held in the highest regard. Of the 1261 entries in the 2012 competition only nine percent were awarded a gold medal. Sauvignon Blanc was the top gold medal winning variety with 20 medals followed by Pinot Noir with 19 medals. This year the top 15 New Zealand wines were matched to a stunning sevencourse degustation menu. Church Road Reserve Cabernet Sauvignon Merlot 2009 was awarded the Trophy for Champion Cabernet Sauvignon or Blend at the Awards, where a total of 13 Church Road wines received medals, in addition to the Trophy win. A complex array of rich plum and dark berry fruits with subtle spice, sandalwood, violet and dried lavender aromas are complemented by earthy, savoury undertones derived from barrel maturation and a traditional, Old World approach to winemaking. On the palate the wine is rich yet dry and elegant with

FMCG april 2012

a backbone of fine ripe tannins. This is a serious, multi-dimensional wine in a classic Bordeaux style. Church Road senior winemaker Chris Scott accepted the Trophy, commenting, “While it is always great to accept a trophy we are especially pleased when it is for a Cabernet Merlot blend. Hawkes Bay of late has received much international acclaim for the quality of this wine style, with many favourable comparisons with some of the very best from Bordeaux. When you drink these top Hawkes Bay reds you are enjoying some of the very finest red wines in the world.” Stoneleigh Marlborough Pinot Noir Rosé 2011 was awarded the Trophy for Champion Rosé, capping off a great result from the 2012 Awards with a total of 11 Stoneleigh wines receiving medals, including gold for the new Stoneleigh Latitude Marlborough Chardonnay 2011. Displaying vibrant red berry fruit intensity, Stoneleigh Marlborough Pinot Noir Rosé 2011 features fresh raspberry and blueberry fruit flavours which dominate on the nose, with the palate showing balanced, ripe fruit flavours and fresh acidity. Stoneleigh winemaker Jamie Marfell said, “This Trophy win is a tribute to the dedication of our team in ensuring our wines meet the highest quality from the Marlborough vintage. The Stoneleigh Marlborough Pinot Noir Rosé 2011 is a stunning wine that captures the full freshness of the fruit character in the bottle.” Brancott Estate Letter Series ‘B’ Late Harvest Sauvignon Blanc 2011 received the Trophy for Champion Sweet Wine at the Awards, where a total of 17 Brancott Estate wines received medals,

in addition to the Trophy win. Brancott Estate chief winemaker Patrick Materman proudly accepted the Trophy at the Awards dinner. Wine with a conscience Full Circle Sauvignon Blanc 2011 by Yealands Estate secured a gold medal at the Awards. This Sauvignon Blanc is bottled in an environmentally friendly plastic bottle that is 89 percent lighter, generates 54 percent less greenhouse gas emissions and uses 19 percent less energy to produce than traditional 750ml glass bottles. Other gold medals for Yealands included Peter Yealands Pinot Noir 2010, Crossroads Pinot Noir 2010 and the Crossroads Vineyard Selection Syrah 2009. Yealands Estate Wines is a family owned winery located in the Awatere Valley, just south of Blenheim. Wine for the Yealands Estate portfolio is produced in one of the world’s first carboNZero certTM certified wineries. The wineries’ ethos ‘for the love of the land’ is evident in everything founder Peter Yealands and the winemaking team do. To be a carboNZero certTM certified winery, sustainability needs to be at the core of everything Yealands Estate does. Yealands is always thinking outside of the box to make the winery more efficient, like clean burning pruning bales in a boiler to heat water – the only wine company in New Zealand to currently do so. Wind and solar power help run the winery. Rainfall is also harvested to use as irrigation from the specially designed winery roof. The company also encourages biodiversity in the vineyard by

Wine Awards 2012

planting native trees, creating over 25 wetland areas and employing Babydoll miniature sheep to mow between the vines instead of using a tractor. Every aspect of the way Yealands Estate nurtures its grapes, produces and packages its wines, aims to make minimal impact on the environment. With over 200 medals achieved since the first vintage in 2008, Peter Yealands and his team are proving that making the right choices for the environment makes a lot of sense.

Accolade for Sir George Fistonich Villa Maria Estate’s managing director and founder, Sir George Fistonich, was honoured with a Queen’s Diamond Jubilee Medal for his services to the New Zealand wine industry at the Awards. In addition, Villa Maria Estate received 11 gold medals; two trophies and the Heritage Rose Bowl for Villa Maria’s Reserve Hawkes Bay Cabernet Sauvignon Merlot based on its 2009, 2005 and 2001 vintages. Sir George commented, “Taking out

the Sauvignon Blanc trophy with our Single Vineyard Southern Clays Sauvignon Blanc is a great success for our team. We are also incredibly excited about the achievements of our Hawkes Bay reds. Winning the Heritage Rose Bowl reflects our consistency in quality and style and reinforces the importance of cellaring potential that is often overlooked in New Zealand’s relatively young wine industry.” For a full list of medal and trophy winners visit wineshow.co.nz l

Above from left to right: Yealands Estate; Sir George Fistonich and the Villa Maria team; Peter Yealands.

easter show wine awards Peter Yealands Pinot Noir 2010 The Peter Yealands Pinot Noir bursts with notes of red cherry and a hint of savoury spice. This wine has a supple and juicy palate, with ripe fruit and a soft tannin finish. A great match with duck, lamb and pork dishes, as well as soft cheeses. RRP $24.99 Yealands Wine Group Phone: 09 920 2880 www.yealands.co.nz

Full Circle Sauvignon Blanc 2011 By Yealands Estate This multi award-winning Sauvignon Blanc produced in 100% recyclable plastic has notes of wet stone and blackcurrant. Flavours of vibrant fresh herbs and a long mineral finish make this wine a great match with seafood and pasta dishes. The shatterproof bottle is also perfect to take along to picnics, the beach and outdoor events. RRP $18.99 Yealands Wine Group Phone: 09 920 2880 www.yealands.co.nz

march april2012 2012FMCG BWS

ea s ter s h ow w ine awards Crossroads Pinot Noir 2010 The Crossroads Pinot Noir bursts with aromas of strawberries and red fruit. The wine has a supple and juicy palate with refined tannins giving it a long elegant finish. A perfect match with both roast lamb and pork dishes. RRP $24.99 Yealands Wine Group Phone: 09 920 2880 www.yealands.co.nz

Kim Crawford Regional Reserve Merlot 2010 – Gold Tall, dark and handsome. Sprouting from the red metal soils of the Ngatarawa Triangle, this dense dark red will hit your nose with black plum and blackberry notes coupled with spicy oak. Rich black fruit flavours of plum, berry and currant are to the fore, underpinned with savoury oak. Fine tannins and lovely balance. RRP $23.99 Constellation NZ Phone: 0800 662 456 enquiries@constellationnz.com www.constellationnz.com

Brancott Estate Letter Series ‘B’ Late Harvest Sauvignon Blanc 2011 Champion Sweet Wine Trophy winner at the Royal Easter Show Wine Awards 2012, this is a very versatile dessert wine that is deep golden yellow in colour. Intense mango, dried apricots and honey aromas abound, with hints of fresh herbal notes so renowned in Marlborough Sauvignon Blanc. The palate of this award-winning Brancott Estate wine is luscious, rich and complex with great length.

Stoneleigh Marlborough Pinot Noir Rosé 2011 Champion Rosé Trophy winner from the Royal Easter Show Wine Awards 2012, displays vibrant red berry fruit intensity. The award-winning Rosé features fresh raspberry and blueberry fruit flavours which dominate on the nose, with the palate showing balanced, ripe fruit flavours and fresh acidity. Stoneleigh Marlborough Pinot Noir Rosé 2011 is a stunning wine that captures the full freshness of the fruit character in the bottle.

RRP $27.99 Pernod Ricard New Zealand Freephone: 0800 655 550 customer.service.nz@pernod-ricard.com www.brancottestate.com

RRP $24.99 Pernod Ricard New Zealand Freephone: 0800 655 550 customer.service.nz@pernod-ricard.com www.stoneleigh.co.nz

Church Road Reserve Cabernet Sauvignon Merlot 2009 Awarded the Trophy for Champion Cabernet Sauvignon or Blend at the 2012 Royal Easter Show Wine Awards. On the palate the wine is rich yet dry and elegant with a backbone of fine ripe tannins. This is a serious, multi-dimensional wine in a classic Bordeaux style. When you drink this top Hawke’s Bay red you are enjoying one of the very finest red wines in the world.

Matua Valley Reserve Syrah 2010 Matua Valley Reserve Syrah 2010 delivers vibrant dark cherry colours while aromas of perfumed raspberry and white pepper fill the nose. The palate is elegant and rich, dominated by primary ripe berry fruit, and supported with subtle French oak, culminating in a wine of balance and length.

RRP $39.99 Pernod Ricard New Zealand Freephone: 0800 655 550 customer.service.nz@pernod-ricard.com www.churchroad.co.nz

BWS april 2012

RRP $21.95 Treasury Wine Estates Phone: 09 354 5310 www.treasurywineestates.com

Absolut Wild Tea’s NZ debut Noting the burgeoning tea trend within the cocktail community, Absolut’s latest flavour addition, Absolut Wild Tea, is set to make its New Zealand debut. Featuring a rich, fresh aroma with hints of tea, elderflower, red apples and citrus, Absolut Wild Tea inspires the senses and will be available nationwide from early April. Bringing together the dark tones and richness of black tea together with the delicate character of Nordic white elderflower, the taste is rich and fruity with natural sweetness and smoothness. “We’re excited to launch this creative and unique new flavour in New Zealand,” says Absolut mixologist Chris Harrop. “The versatility of Absolut Wild Tea allows the vodka to mix well with a range of sweet and sour ingredients and brings something new and exciting to any drink or cocktail. “Developing exciting flavours that inspire consumers and bartenders is something we always aspire to. With Absolut Wild Tea we are continuing this tradition with an innovative addition to the flavour landscape.” The shape of the Absolut Vodka bottle has made it one of the world’s most iconic products and Absolut Wild Tea reinforces the brand’s strong design heritage. The new flavour comes in a 700ml bottle with black and golden decor, referring to the sophisticated black tea and the fresh, fruity elderflower. Absolut Wild Tea (RRP $46.99), is available in leading liquor outlets throughout New Zealand. l

Bacardi celebrates 150 years Don Facundo Bacardi Masso’s pioneering vision 150 years ago forever changed the spirits industry, creating the cocktail culture we all enjoy today. Don Facundo Bacardi worked tirelessly to turn ‘firewater’ into the world’s most awarded rum – Bacardi Superior – in 1862. Today 228 Bacardi cocktails are being enjoyed at any one time, somewhere in the world, every single second. The Bacardi story is one of hurdles – overcoming multiple major adversities such as earthquakes, disease, financial distress, the Cuban revolution and prohibition. But in true Bacardi style, the company turned prohibition from a problem into a raging success, with American tourists flocking to Havana, Cuba for fun and cocktails – and Bacardi was their drink of choice. The resulting legendary cocktail mixers – including the Original Bacardi Mojito (1832), the original Bacardi Daiquiri (1898) and the original Bacardi Cuba Libre (1900) – are still the world’s most popular drink choices in bars today! No other spirit has played such an important role in cocktail history. l

sn a p

tastes winemaker, Estate chief t age begins. ot nt vi nc w ra B ne , the man Patrick Mater uvignon Blanc grapes as Sa Marlborough

The Southern Hemisphe reâ&#x20AC;&#x2122;s biggest winter par ty, the 2012 American Express Queen stown Winter Festival will be held from June 22-1 July. Check it out at winterfestival.co .nz.

a recent urn team on d. b er d ed W The Islan near White fishing trip

picking Rubanowski enjoys FMCG editor Tamara garden. ge ve ic r little organ fresh pumpkins in he

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 REGAL Salmon gift hamper worth $50! Just email your high res image with a caption and your contact details to: editor@fmcg.co.nz

Ray Hunter (L) was one of three win of free groc ners eries for a ye ar, $13,000, in a recent Cons valued at tellationâ&#x20AC;&#x2122;s competition at Countdow n supermarke ts.

DIARY APRIL 7-9

CHINA INTERNATIONAL GREEN FOOD & ORGANIC

24-26

BIOFACH CHINA

FOOD EXHIBITION

International Organic Trade Fair Shanghai, China

www.biofach-china.com

China International Exhibition Centre (CIEC) Beijing, China www.ciec-expo.com

JUNE

MAY

9-10

GLUTEN FREE FOOD & ALLERGY SHOW

9-11

SIAL CHINA

ASB Showgrounds, Auckland

Shanghai, China

www.glutenallergy.co.nz

www.sialchina.com 17-19

FINE FOOD NEW ZEALAND

SIAL CANADA

ASB Showgrounds, Auckland

Montreal, Canada

www.finefoodnz.co.nz

www.sialcanada.com

10-12

BAKERY CHINA

25-26

TSB Bank Arena, Wellington

www.glutenallergy.co.nz

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

www.bakery-china.de

29-30

FOODSTUFFS NATIONAL GROCERY EXPO

11-13

THE FOOD SHOW

9-11

AUGUST GLUTEN FREE FOOD & ALLERGY SHOW

Claudelands, Hamilton, NZ

www.foodstuffs.co.nz

Westpac Stadium, Wellington

www.foodshow.co.nz

19-20

GLUTEN FREE FOOD SHOW

Langham Hotel, Auckland

Brisbane Convention & Exhibition Centre South Brisbane, Queensland

www.grocerycharityball.com

www.eventseye.com

25-27

FOODTECH PACKTECH

SEPTEMBER 1

24-25

CLEAN NZ

Ellerslie Convention Centre, Auckland

www.cleannz.co.nz

THE GROCERY CHARITY BALL 2012

ASB Showgrounds, Auckland

www.foodtechpacktech.co.nz

Is your event or trade fair featured here? If youâ&#x20AC;&#x2122;d like to be included please email: editor@fmcg.co.nz

The Mediterranean taste, the Borges taste Speak to your James Crisp Account Manager about stocking Borges Olive Oil and Grapeseed Oil.

The transformation of rail

Greener. Our new locomotives can haul loads of up to 2,000 tonnes. That is the equivalent of about 80 trucks off our roads. We thought you would be happy about that.

We’re on the move. We’re forging ahead in a new direction for rail freight in this country. That means casting off the shadows of the past and emerging with new technology. New, more powerful locomotives. Wagons that carry bigger payloads. Software that manages and controls the efficient timing of trains. We’re building stronger relationships with our customers to create more efficient transport networks. We’re investing in rolling-stock and equipment to create a sustainable rail network for future generations. To find out how our new direction can benefit you, text ‘rail’ to 226.

To find out more visit the freight hub at

KIR 9634