FMCG August 2012

incorporating AUGUST 2012 Volume 18 No 7 $9.15

THE BUSINESS OF MANUFACTURING • LOGISTICS • SUPERMARKETING

fmcg . co . n z

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foo d ne w s . co . n z

CREAMY MILK Grow your blocks category profit with NEW Lindt Creamy Milk Blocks

‘L&P’, ’Lemon and Paeroa’, ‘World Famous in New Zealand’are registered trade marks of Coca-Cola Amatil (N.Z.) Limited.

L&P HAS GOT A NEW LOOK! BEST GRAB AN OLD ONE OFF THE SHELF, IT’S NOW OFFICIALLY RETRO Follow us on facebook.com/LemonAndPaeroa

HM0046_Ogilvy

TURNING SHOPPERS INTO BUYERS

Phil Neely General Manager 021 302 459 John Buchanan Sales Manager 021

1 302 784

SIMPLE YET EFFECTIVE

WORKS FOR BIO OIL

Perhaps the biggest motivator for consumers is self-improvement. In such a huge market, how does another cosmetic product stand out? It keeps things simple. Bio-Oil promises to help with scars, stretch marks, uneven skin tone, and dehydrated skin.

We needed to create noticeability, embrace the brand’s position, enhance shopper interest and generate sales without discounts or promotions.

So we split-tested the Auckland market using 13 trial stores and 13 control stores. ‘In zone’ media focused on the action zone and The Activation Agency created communication that made the most of the assets and ensured the right type of shopper attention. We didn’t just need a strong visual impact, in a category full of unnecessary products, we needed to give the shopper a reason ‘why’.

Did they get it? See for yourself.

SUCCESS Ť more units sold Ť higher spend Ť more customers purchased Bio-Oil in Hypermedia stores

www.hypermedia.co.nz

BIC LIGHTERS. OUR QUALITY, YOUR SAFETY.

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TERS

Industry insights from Nielsen NZ

contents

10

8 Editor’s note 10 Industry news 15 Trend Monitor 16 Price promotions

august 2012

Up Front

Category checks 24 Eggs & poultry 30 International foods 36 Suncare &

depilatory products

Regulars 14

24

19 20

Nargon The power of social media

FMCG Online FGC

Product recalls

22

Fresh and local

In season

29 Subscription form 36 Health & Beauty Aisle 42 All about stevia 53 What’s Hot

New products in store

72 Snap

Spotted out and about

73

Diary

51

Your guide to upcoming industry events

OUR COVER Lindt Creamy Milk Blocks launch August 2012.

contents

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

august 2012

Grocery business 46 Grocery business news 50 Profile

A milestone for EasiYo

54

Marketing

New adventures in television

55

Recruitment

Engaging top candidates

56 Feature

Planograms and marketing

Convenience store and oil channel updates

60

62 63

Feature Z offers a local choice

Quest for the perfect pie

61

Directory

57

64 Feature

Trappist beers

66

Value for money

Wines under $20

68

BWS industry news

71

YOU’RE INVITED TO BE PART OF OUR BIGGEST CHANGE IN

News of our move to a more compact format has been out for some time, but this is only one of the exciting changes we have planned. The new look weekday New Zealand Herald is the result of an extensive consultation process with our readers and reflects their changing lives.

Design changes are in response to a demand for a smarter, more accessible paper that is core to our multi-media offering. In conjunction with the redesign we are also changing the way our clients buy advertising. Modular ad sizing and a more meaningful rate card provide ad options with real impact.

The first edition of the new look Herald hits the stands on September 10th.

This is the single biggest change to our brand in our long history. Be part of the journey – visit www.nzherald.co.nz/themoreyouknow or to book, contact your APN Account Manager on (09) 373 6400.

THE MORE YOU KNOW, THE BETTER.

e ditor ’s note Vol 18

No 7

AUGUST 2012

issn 1175-8279

Incorporating

Serving the business of manufacturing, logistics and supermarketing

tamara rubanowski – editor editor@fmcg.co.nz

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

Miles Gandy – Account Manager Mob: 021 266 8145 miles@cooperstreet.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

Mediaweb Limited PO Box 5544 Wellesley Street, Auckland 1141 115 Newton Road, Eden Terrace, Auckland 1010 Phone 09-529 3000, Fax 09-529 3001 www.mediaweb.co.nz The opinions and material published in FMCG are not necessarily those of the publisher except where specifically stated.

Best practice Recent recalls of meat products and frozen oysters have been cause for alarm, but our industry now has a powerful online tool to help keep consumers safe when products are found to be faulty. ProductRecallnz gives registered companies fast, easy-to-use processes for notifying their trading partners and for receiving such notifications, if and when a product must be pulled back from the marketplace. Find out in this issue how the new recall tool can ensure that best practice is observed by all participants.

Did you know that you can also find daily industry updates on foodnews.co.nz and subscribe to receive your news via email?

Have you checked the exclusive online features on fmcg.co.nz, or visited FMCG’s Facebook page recently? Call our friendly team at Mediaweb if you’d like to find out more about the services we offer.

Engaging with your target market across several touch points can be very rewarding, if done well. In this issue, we consider the impact of omni-channel shopping behaviour and Nargon executive director Trina Snow shares some interesting social media research findings from the UK. We also talk to suppliers in the eggs and poultry categories, as well as the ‘international foods’ and health & beauty sector, to find out what’s new in store.

While visiting supermarkets in Europe recently, I noticed a few new product developments (see also Trend Monitor on pg 15). Stevia was a prominent feature, replacing sugar in novel ice creams, yoghurts and many other items.

Freshly squeezed orange juice was available

in the produce aisle from a fun machine that processes bucket loads of oranges for shoppers at the touch of a button.

Pre-flavoured risotto rice packs with various herbs, saffron, chilli flakes or dried porcini mushrooms made for colourful displays.

Easy meal solutions were also offered in the chillers with trays of diced fresh meat and diced onions, sliced vegetables and spices, all ready for a one-pot stew.

On that note – to celebrate the launch of its new Stir & Serve range, McCain is giving one lucky FMCG subscriber a $300 prize that consists of everything required to successfully, well... ‘Stir & Serve’. Turn to page 29 for more details. This new range is now available in four delicious 620g varieties (RRP $9.99) from supermarkets.

Apart from one rather expensive bottle of NZ sauvignon blanc spotted in Vienna, prices in German, Austrian and Italian supermarkets seemed more or less on par with our prices. Statistics New Zealand data show that our June food price index fell a further 0.2% on the same month in 2011.

This follows a similar fall in May, thanks primarily to declining dairy and meat prices.

Butter prices fell 24% while milk was back 8% from its June 2011 price.

New Zealand sells more groceries on promotion than any other developed market.

The increasing promotional sales dependency has also been identified by Nielsen’s retail barometer as the biggest concern of FMCG suppliers, says Vicki Riggans, executive director Marketing Effectiveness Practice, Nielsen New Zealand, in her feature article on pages 16-18.

Enjoy this bumper issue!

© 2012 Mediaweb Limited.

ISSN: 1175-8279 (Print), 1179-8718 (Online).

Tamara Rubanowski editor@fmcg.co.nz Official b2b magazine for the Gluten Free Food & Allergy Shows.

Media partner Nargon Supplier Awards.

Media partner Fine Food NZ 2012.

TM

BRAND BUILDERS KNOW GLASS TELLS THE TRUTH. Nic Lecloux and two friends launched True Fruits in 2006. “When your philosophy is ‘true fruits, no tricks,’ the packaging has to have integrity,” he says.

“Glass does. It’s clear, it’s natural, and it shows off our smoothies.

Glass feels honest. That fits our brand.”

GlassIsLife.com makers of honest, pure, brand-building glass packaging

© Owens-Illinois, Inc. September 10525.1.1.22

news State of the art innovation at CCANZ Prime Minister John Key officially opened new manufacturing facilities at Coca-Cola Amatil’s Auckland site in July. The upgrade includes two beverage bottle production lines using world’s best practice blow-fill technology and a new aluminium can line.

Blow-fill allows CCANZ to design and self-manufacture its own PET plastic beverage bottles using less raw materials. The new lightweight PET bottle range delivers significant cost savings, production efficiency gains and increased product shelf life.

Each new blow-fill line can produce approximately 28,000 bottles per hour.

The $35 million Auckland facility upgrade follows the announcement of a $15 million investment in its Christchurch plant earlier this year and is part of a CCA Group-wide A$450 million investment in blow-fill manufacturing – the largest infrastructure investment for the company in a decade.

The technology is being installed across CCA’s production facilities in New Zealand, Australia, Indonesia, Papua New Guinea and Fiji from 2010-2015.

Coca-Cola Amatil managing director George Adams said “blowfill technology will provide a quantum lift in the company’s manufacturing capability in New Zealand. Innovation like bottle self-manufacture heralds a step change in sustainable packaging, delivering changes which are good for the company, our customers and crucially the environment in which live and operate.”

The new PET plastic bottles will be the lightest-weight beverage bottles made in the country, and the blow-fill bottle technology will deliver a reduction in the carbon footprint of every bottle of approximately 20%.

CCANZ estimates that approximately 650 tonnes (or 12%) of PET resin will be saved per annum – the equivalent of 24 million 600ml PET Coke bottles.

“CCANZ’s Oasis site in Mount Wellington has been home to New Zealand’s largest soft drink production facilities for 50 years.”

Coca-Cola Amatil employs approximately 400 staff in Auckland as part of a 1000 strong workforce nationwide.

CCANZ’s Oasis site in Mount Wellington has been home to New Zealand’s largest soft drink production facilities for 50 years.

CCANZ is part of CCA Group, one of the largest bottlers of nonalcoholic ready-to-drink beverages in the Asia-Pacific region and one of the five major Coca-Cola bottlers in the world. l

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FMCG august 2012

PM John Key and MD George Adams at the official opening.

news Anathoth celebrates a quarter century Kiwi jam and chutney maker Anathoth is celebrating 25 years and is launching a new product – Autumn Harvest Chutney – to mark the occasion.

“We’re delighted to be celebrating a quarter of a century and intend to keep making our jams and chutneys to traditional home cookery recipes for another 25 years,” says owner Michael Barker, managing director of Barker’s of Geraldine.

Anathoth was founded in 1987 by the Pope family who had purchased a rundown raspberry farm in Nelson. They grew their own raspberries and started selling jam at the Saturday markets in Nelson where their wares were so popular they sold out every weekend.

Barker’s of Geraldine bought Anathoth in 2007, allowing customers to continue enjoying their favourite home-grown jams and chutneys made by a long-established and wellrespected family business, Barker’s having been founded in 1969.

“One of the strengths of Anathoth is, and always has been, the purity of the product. There’s no preservatives, no additives, no artificial colouring or flavouring – Anathoth Jams are just fruit and sugar, boiled until they set, just like Grandma used to make,” says Barker.

The brand proudly supports local growers and, during harvest season, buys hundreds of tonnes of New Zealand fruit and vegetables, including Central Otago apricots and plums, Canterbury blackcurrants and redcurrants, Nelson boysenberries, raspberries and apples, Kapiti Coast blackberries

and rhubarb, Gisborne lemons, oranges, limes and grapefruit, plus strawberries, capsicums, tomatoes, zucchini, cauliflower, beetroot and onions from growers throughout New Zealand.

Anathoth (which means “new beginnings”) now makes a total of 23 products, ranging from jams and marmalades to chutneys, pickles and relishes, and Christmas fruit mince. The Anathoth range continues to expand with ideas for new products coming from customers and staff. The new Autumn Harvest Chutney – which is a delicious combination of NZ rhubarb, NZ apple, dates, raisins and spices – was selected after a competition among staff.

To celebrate the silver anniversary, Anathoth coolie bags and specially-designed tea towels will be given away to lucky supermarket shoppers during the birthday promotion. l

Countdown unveils new Christchurch Regional Distribution Centre Countdown officially opened the new Christchurch Regional Distribution Centre (CRDC) extension at Hornby in July, with Prime Minister John Key cutting the ribbon on the 29,000 square metre facility.

The CRDC will service up to 7800 product lines to more than 68 Countdown, Super Value and Fresh Choice stores across the South Island.

Countdown managing director Dave Chambers said the new CRDC would further grow the company’s logistics network.

“The Christchurch Regional Distribution Centre will improve the operational effectiveness of our supply chain, and represents a significant investment in the Canterbury region,” Chambers said.

“We are looking at the long-term needs of our business, and the CRDC will help serve our customers and suppliers more efficiently,” he said.

The new CRDC was built from an existing Countdown distribution centre, and consists of a 22,000 sqm warehouse

12

FMCG august 2012

and 7000 sqm receiving and dispatching canopy.

The $20 million construction and fit-out programme for the extension of the CRDC started in early October 2011 and was completed in June 2012. The existing warehouse space was significantly affected by the September 2010 Christchurch earthquake, with extensive damage to racking systems that were rebuilt prior to the February 2011 earthquake. With this in mind, the construction of the 7000 sqm extension included a significant investment in 1.8 km of racking specially designed to withstand major earthquakes.

Chambers said the facility also features a number of environmental sustainability initiatives designed to reduce power consumption.

“The site is considered to be one of the most energy efficient distribution centres in New Zealand thanks to the use of motion sensor-controlled LED high bay lighting, a technology first, not only for our business, but nationwide,” Chambers said. l

EW

N

CREAMY MILK Lindt Blocks are Growing more than twice as fast as Total Blocks MAT Lindt Blocks growth is 24.1% vs. Total Blocks 9.1%

(Aztec data 27/5/12)

• Great Retailer GP • Competitive Shelf & Promotional RRP’s • Backed by a National PR & Sampling Campaign To increase your profit phone Brandlines on 06 356 5323 to order now.

n a rgo n

The power of social media Trina Snow, executive director, NARGON.

It’s all about engaging customers, says Trina Snow.

Most supermarkets rightly treat their advertising very seriously. However, recent research from digital marketing agency Tamba in the United Kingdom indicates that only 15% of supermarket purchase decisions are influenced by traditional advertising. In contrast, over 25% of purchases are influenced by digital content, primarily social media platforms such as Facebook, Twitter and blogs. It is becoming increasingly untenable for supermarkets to attempt to ignore the social media revolution. In fact, they would be exceptionally foolish to even try.

Tamba’s research shows 34% of non-alcoholic beverage purchases and a whopping 38% of baby and childcare product purchases in Britain are influenced by social media. The latter figure is a reflection that mothers with young children are amongst the most active users of social media, particularly Facebook and Twitter. This fact will surprise many who incorrectly think social media is a teenage fad.

The survey also shows 59% of British consumers will access a supermarket’s website using a tablet, 38% will look at it using a smartphone and 37% will interact with a store’s social media sites. The number of price comparison applications downloaded for smartphones doubled in 2011 to a staggering 13,000,000. Over three quarters (78%) of customers expect the brands they buy in a store to have an active Twitter account; 41% also want special deals if they ‘like’ a store’s page on Facebook.

Done well, social media can be a powerful tool. One of the best exponents is British supermarket giant Sainsbury’s. They used Twitter to change a potentially damaging complaint from a high-profile blogger into a public relations triumph. October Jones, a comedian most famous for publishing text messages allegedly from his dog (http://textfromdog.tumblr.com), has over 38,000 followers on Twitter.

Jones tweeted that his chicken sandwich from the

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FMCG august 2012

grocery chain “tastes like it was beaten to death by Hulk Hogan”.The company’s official Twitter account replied instantly saying “Really sorry it wasn’t up to scratch.

We will replace Mr Hogan with Ultimate Warrior on our production line immediately.” Hulk Hogan and the Ultimate Warrior were hugely popular professional wrestlers in the 1980s and 1990s.

Sainsbury’s also gave Jones a phone number to call saying they sincerely regretted that he “had to wrestle” his way through the sandwich. The exchange has gone viral with thousands of people commenting on it across social media.

Sainsbury’s also changed the name of their famous Tiger Bread to Giraffe Bread as a direct result of a grass roots on-line campaign. It started when three-year old Lily Robinson (with the help of her mum) wrote to Sainsbury’s asking why Tiger Bread was not called Giraffe Bread because she thought the trademark crust looked more like a giraffe than a tiger.

The store sent back a nice note, voucher and gift card which Lily’s mother posted on Facebook. Her post also went viral and received international media coverage. Sainsbury’s made it official saying “in response to overwhelming customer feedback that our Tiger Bread has more resemblance to a giraffe, from today we will be changing our Tiger Bread to Giraffe Bread”. It has been described as a coup for common sense, customer service and budding brand planners everywhere.

In contrast, their rival chain Safeway has endured a series of damaging social media gaffes. A butcher who went to the defence of a pregnant woman being beaten in the shop by her boyfriend was suspended without pay. That decision attracted an internet firestorm.

Safeway was not helped when a senior executive later opened a shareholder’s meeting with an off-colour joke about powerful women but remained on full pay.

Safeway press releases touting their work in the community were hijacked by commentators denouncing the suspension of the butcher (whose wife is five months pregnant) despite numerous witness statements and a commendation from the local police.

Social media takes effort, time, skill and even a sense of humour. It is ultimately about engaging customers and that remains the very core of the retail grocery industry.

TREND MONITOR A snapshot of new trends in overseas markets.

Artificial trees

Highlights

We kid you not; these things are designed to offer shade and a cool breeze via a fan that is powered by solar cells at the top of the steel canopy. Let’s just hope they won’t replace our natural forests any time soon!

Neon colours are shining bright in Europe and are everywhere this season: In fashion, sports gear and even your favourite after-dinner tipple . . .

Powerful synergies

Innovative beverages Turbo Tango in the UK is apparently the world’s first foamy soft drink dispensed through an aerosol container. New, high end alcoholfree beverages are also on trend in Germany and Singapore (pictured).

Brand extensions and brand combinations are creating new synergies, such as Milka chocolate and Kraft Foods’ Philadelphia joining forces in Austria to produce a chocolate flavoured cream cheese spread. Meanwhile, Mars, Aero and Snickers branded ice cream tubs (pictured) were spotted in supermarkets in Singapore.

Free from . . .

Wine without sulphur additives is now available in France and there are miles of aisles filled with novel sugarfree products (pictured) in Asia as more and more products are specifically designed to cater for consumers with food allergies and diabetes.

august 2012 FMCG

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Price promotions Are they an investment or just a cost of doing business?

Vicki Riggans of Nielsen New Zealand explains.

P

rice discounting is effective at building short-term share within a specific retailer: it is invaluable in negotiations around distribution and in-store presence, but its value at building overall long-term market share is questionable.

This has huge importance in New Zealand as we sell more groceries on promotion than any other developed market. The increasing promotional sales dependency has also been identified, by Nielsen’s retail barometer, as the biggest concern of FMCG suppliers.

Typically, price discounting either rewards existing buyers or encourages lighter non-loyal buyers (promotionally-driven buyers that switch between the brands on promotion) to briefly switch and hence does very little to build the long-term loyalty

for the brand. In New Zealand this is taken a step further, where shoppers are now trained to buy largely on promotion due to the predictability of the price cuts.

The most concerning aspect of promotions is the risk that price discounting can quickly move to a negative margin return proposition, as well as giving a highly skewed view of the brand’s health. The tendency for price discounting to deliver a negative return is seen from brands with the following characteristics: • High shelf or bench price.

• Low internal margins.

• Low responsiveness to a short-term price change (low promotional price elasticity).

• High cross-portfolio cannibalisation.

When manufacturers consider the value received from price discount-

ing, a very simple metric can reveal a significant insight. The relationship between actual market share and the market share of your base business is a simple metric to determine brand health.

As can be seen in Chart 1, it is quite common for brands to have a significant difference between their total sales market share and the market share of their loyal buyers.

A score greater than one indicates an over-dependence on using price discounting as an investment strategy and, as a result, the brand becomes overly exposed in terms of ‘bought’ (share score calculated by ratio of actual share/baseline share). Brands with poor indices will struggle to maximise the potential from all their investment strategies, as loyal buyers form the basis from which all activity is multiplied. If we compromise

“Price promotions work, but understand that they work by stealing… and if you do it too much you’ll get caught.”

Vicki Riggans, executive director, Marketing Effectiveness Practice, Nielsen New Zealand.

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featu re Chart 1.

Comparison of Actual Market Share against Baseline Market Share

Actual Market Share (Volume)

60% 50% 40% 30% 20% 10% 0% 0%

10%

20%

30%

40%

50%

60%

Baseline Market Share (Volume)

these buyers, then all our activities are compromised. This truth is never more evident when brands attempt to save their market position through the use of price discounting.

When evaluating 26 failing FMCG items across several categories, of the 20 items that used price discounting as a strategy to hold their market position once their loyal buyer base had been eroded, 19 were out of the market within 16 to 20 weeks.

Only one item managed to save its position through a relaunch. The remaining six items did not employ any retention plan and exited the market in four to eight weeks. Price discounting in this case is not the strategy to save the brand, but it will buy you some time to try to slot an alternative offering into the distribution gap.

Chart 2.

$1.92 $3.25 $2.84

$1.80

$1.80

$1.04

Drive efficiencies Whether you see price discounting as an investment or a cost, we need to value the investment and look for opportunities to drive efficiencies within the portfolio. The average revenue return on investment (incremental revenue/investment) from promotional activity will vary across countries and categories (as illustrated in Chart 2) and it will

typically be twice that of other marketing activities. Although this type of investment will always yield positive revenue return on investment, it is the profitability of the activity that needs to be considered (incremental margin/investment).

Accordingly, the best measure for

evaluating the promotion investment is simply reviewing a promotional responsive margin curve, controlling for internal full margin portfolio cannibalisation (the volume you steal from within your own portfolio as you promote various consumer/ product segments). august 2012 FMCG

17

feat ure Chart 3.

Inflection point

Inversion point

$440

3000 2500

$420 2000

$400

1500

$380 $360

Average Weekly Volume

Average Weekly Margin ($)

$460

1000

$340 500

$320 $300

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

0

Price Discount (%) Average Weekly Volume

Average Weekly Margin

Chart 4.

Average Depth of Discount

Promotional Efficiency Framework Decrease Depth of Discount

Increase Frequency of Promotions

Decrease Frequency of Promotions

Increase Depth of Discount

Responsiveness to Price Discount (Promotional Price Elasticity) As can be seen in Chart 3, there are two critical points to be considered.

The inflection point – the point at which we maximise the return from the promotion. If the strategy is margin generation, then this is the target discount level.

The inversion point – the point at which we maximise our volume return but begin to lose money if we were to discount past this point. If the strategy is profitable share growth, then this is the target point. Within the FMCG market in New Zealand, the average margin return for each 18

FMCG august 2012

dollar invested is around 60 cents. As such, even in well-developed promotional sophisticated markets such as New Zealand, there is considerable opportunity to convert this cost into true shareholder value.

Fundamental principles Scoring your company’s promotional programme is not a one-off exercise and, as brands evolve, companies will need to regularly adjust their portfolio promotions to ensure revenue and profitability returns (ROI) are maximised.

The framework shown in Chart 4 is a starting point to help companies assess and plan these investments in line with their share and profitability expectations. By plotting each brand into the matrix, we can quickly adjust the promotional programme to ensure we are optimising our return.

In summary, there are five fundamental promotional investment principles that should not be ignored: • Price discounting is not an investment but a cost of doing business.

Accordingly, you need to ensure it is constantly optimised.

• If your baseline is eroding and you are at risk of deletion, investing in price discounts will not save you.

• If you have high price-points, low margins and low price sensitivities, pursuing a Hi-Lo promotional strategy is profit consuming.

• If your baseline share is less than your market share, then you are vulnerable to pricing pressure and, hence, baseline driving activities (NPD/repositioning) are needed.

• When evaluating the value of your promotional programme, you need to consider both hard and soft metrics.

Nielsen’s Marketing Effectiveness Practice uses proprietary data and analysis to help clients maximise the returns from trade spend, marketing and advertising investments. It seeks to provide answers to critical questions such as allocation of investment dollars across multiple media platforms in terms of message resonance, target audience and conversation. For more information, please contact Vicki Riggans: vicki.riggans@nielsen.com

@

What’s online

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

A powerful new tool At the official launch of ProductRecallnz in Wellington, Minister Kate Wilkinson was joined by Doug Banks of DB Breweries, Melissa Hodd, executive director Foodstuffs NZ and Colin Robertson, GS1 NZ chairman.

FMCG explains it all online.

Creating real jobs Is the introduction of trial employment periods one of the Government’s most effective policies? Nargon chief executive Trina Snow considers this in her column online.

Connect with shoppers in an omni-channel world The experts at ShopAbility highlight marketing innovations and the latest trends on fmcg.co.nz.

New Products

Effective delegation

PLUS

From Equagold’s authentic Ras El Hanout spice mix to Greencane ecopaper tissues – take a sneak peek at some of the latest product launches online.

On our website fmcg.co.nz, Kevin Vincent shares his thoughts on win/win strategies.

An extensive archive of previous issues of FMCG you may have missed as well as news, category reports and more. august 2012 FMCG

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Product recall There are two words which no one in the grocery sector wants to hear on a Friday afternoon: product recall.

P

ublicly recalling a product is the last thing any company wants to have to do. It’s costly, it tries the patience of retailers, and such a move, for even the most minor reason, can cast doubt into the minds of consumers.

The reasons for recalls, whether voluntary or mandatory, vary from the minor to the potentially serious. And because recalls have the potential to lead to a loss in brand trust, it’s vital the process is fast and accurate. In the case of food, where safety is paramount, issues can arise within even the bestmanaged business, which is why the food and grocery sector regards an efficient recall system as an essential part of doing business.

Readers of FMCG will be aware that for safety issues, New Zealand regulators have an effective and well understood food product recall process, which is overseen by the Ministry for Primary Industries (MPI). When a safety problem is identified in a product that has moved beyond the control of the manufacturer or importer and into the storage, distribution, retail, or consumer chain, MPI must be notified.

If a full recall is necessary then part of the process includes notification on the MPI website, as well as advertising in the media if the product has reached shop shelves. Under this process, recalls involving safety issues must be publicly notified, while voluntary withdrawals do not.

Food companies have their own plans for recalls and withdrawals. If they voluntarily withdraw a product for a minor reason, such as the end of the stock or the bar code is wrong, there is no need for public notification.

All in all, there is a clear, streamlined system that works in New Zealand and it’s in everyone’s interests that it does.

So the Food & Grocery Council was bemused when the Consumer Law Reform Bill proposed the introduction of another layer of regulation on top of this system. The bill has a stated aim of “better and less regulation”, but it is essentially proposing to replicate something already in place in another government department. It adds little or nothing to the system we have in place for food – apart from more bureaucracy. FGC said as much in its submission to the select committee.

The problem is that the bill wants to treat food the same way it treats all other products. But though the provisions for recall may be necessary for goods where there are no other arrangements in law, this is not the case with food, as is evidenced by the MPI notification system in food safety cases.

The bill proposes that all product recalls and withdrawals, including food, be publicly notified, where at present they are not.They don’t need to be because they are not safety related.

It’s worth noting that there has only ever been one ministerially mandated food recall in New Zealand (and that related to a product from Australia).

All other recalls and withdrawals over the past 30 years have been handled voluntarily by business and notified to the regulator under requirements in management or control plans or programmes.

FGC feels strongly about this proposed duplication. We told the committee it is “draconian” to propose that food businesses duplicate notification which would “introduce a costly second layer of regulatory burden for the food industry, on top of the current

09 63 444 63 www.rpcnz.co.nz

transport • warehousing • logistics

If it’s critical to you entrust it to us . . .

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FMCG august 2012

featu re “It’s worth noting that there has only ever been one ministerially mandated food recall in New Zealand (and that related to a product from Australia). All other recalls and withdrawals over the past 30 years have been handled voluntarily by business and notified to the regulator under requirements in management or control plans or programmes.” system which works well, add nothing to consumer safety, and is bureaucratically stupid”.

Perhaps a clue to this stupidity lies in the fact that the clause in the bill relating to food is based on Australian law, which took no account of the processes already in place under food law that dealt with recalls and withdrawals for both safety and nonsafety reasons, and the notifications required. The Australian mandatoryreporting law has been a debacle for the food industry. It delivers no benefit, adds no consumer information, and makes no improvement in efficiency. All it has done has added cost and complexity, and the industry and regulators have had to establish costly duplicate systems to deal with

the unnecessary requirements.

Much more promising than the Consumer Law Reform Bill proposal is an industry-devised system which came into operation on July 23 – three weeks before the bill is due to be reported back to Parliament on August 9 – which aims at giving business the best chance of ensuring that safety and brand are not compromised by a poorly managed system.

It’s called ProductRecallnz, and it’s an online system that provides member companies with a faster, more efficient, and easy-to-use tool to notify trading partners when a product must be recalled or withdrawn. It will replace largely manual processes that rely on paper-based communication, emails, and phone calls, by exchanging “real

Katherine Rich, CEO, NZ Food & Grocery Council.

Email: Katherine.rich@fgc.co.nz

time” information between trading partners. It has been developed by supply-chain standards organisation GS1 NZ in conjunction with FGC, Foodstuffs, and Progressive Enterprises.

FGC members Nestle, Cadbury, DB, Fonterra Brands, Goodman Fielder, and Kimberly-Clark have helped to trial it.

FGC is confident that with that sort of grunt behind it ProductRecallnz will deliver a system that will far surpass anything that comes out of (more) regulation, and that it will be embraced by businesses eager to reassure consumers they will be protected from unsafe or unsavoury food.

After all, as Alan Martin of LV Martin & Son used to say,“It’s the putting right that counts.”

w w w. f g c . o r g . n z

New Rice Puddings from Our new Rice Puddings are an old favourite back on the table with three delectable flavours – Sticky Date & Ginger, Chocolate & Blueberry, and Raisins & Toasted Almonds.

Another easy one-pot gourmet meal from Alexandra’s ‘Ready Gourmet’ range.

Alexandra Fine Foods (2009) Limited 14 Eric Paton Way Panmure Auckland 1072 P: 09 570 4739 E: enquiries@alexandras.co.nz W: www.alexandras.co.nz

august 2012 FMCG

21

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

PRIME The first whitebait and scallops – YES!!!

Plenty of winter fruit: lemons, navels, and mandarins, Kiwi kiwifruit and cherimoya. The first new Hass avocados and the last expensive tamarillos.

The traditional winter vegetables are still going strong this month – yams, parsnips, carrots, Jerusalem artichokes and the best Brussels sprouts.

SHOT TO BITS Bluff oysters – damn it!

FISH & SEAFOOD Blue cod Now is the time for this beautifully flavoured if delicate white flesh.

Dory (black and smooth, mirror, in other words all deep sea Oreo Dory family). These are often quite good buying and are worthy of attention.

Gurnard Always available and in the market at a very good price. Lovely fish you can’t afford to ignore.

Moki (Blue and Silver) The season for this beautiful fish is again under way and this is a very good option at this time of year; reasonably priced too.

Mussel (New Zealand Greenshell) This is our endemic mussel and a very fine thing it is. We see so many now that we tend to take them for granted; well don’t. It is the best value shellfish available and has a very high meat-toshell ratio, higher than any other. It is always available live in the shell and fresh or frozen on the half shell.

Tuna This is the start of the season for the northern bluefin tuna, but you will not often see these giants in our market (it all goes overseas). Most of the tuna we see here is big eye tuna from the Fiji area although there are also a few yellowfin on the market.

Scallops will be back in the marketplace very shortly. The fresh New Zealand scallop is a joy, but expensive.

Whitebait The whitebait fishing season for most of New Zealand opens on August 15 and runs until November 30 (except on the West Coast where the whitebait season runs from September 1 until November 14).

MEAT Stability is the message on the price front for local New Zealand red meat over the next month and long term it looks like staying that way; relatively good news for once.

Lamb export schedules have remained steady mainly due to a cautious Europe, although some Australian sources

22

FMCG FEBRUARY 2012

predict that demand may soon increase again due to tight global supply and buoyant Chinese and Middle Eastern markets.

Northern Asia is taking a growing amount of our lamb mainly low to medium valued items, as the EU market stalls. The trend is steady at 541c/kg on average, this is now 188c/kg lower than at the same stage last year. This works out to $32.90 per head at the farm gate for a 17.5kg lamb.

Mutton prices also are still steady and so much lower than last year, thank goodness. Dry scanned ewes are starting to be seen in numbers in the saleyards and in lamb animals are selling at values well back on autumn prices, so we may even see lower prices going forward.

Beef prices remain stable again this month.

New Zealand cattle herd statistics recently released showed that, while total numbers are a record at 10.6 million head, it’s no big deal as far as local beef supplies are concerned. All the growth is in the dairy sector with beef animals contracting by 2% so there is likely no great supply or price relief on the horizon.

Local trade schedules are steady at 405c-420c/kg and prime steers at the saleyards are also steady.

Farmed venison The market for deer meat is still dominated by a diverse European clientele with only low-priced items and by-products attracted to the Chinese market; and with all the

financial drama in the EU at present venison prices are not likely to see their usual rise this season. Schedules are steady and have been for a year now. This is good news for a product renowned for its price volatility.

FRUIT Apples All the New Zealand seasonal apples are still good quality so we still don’t need any of the imported rubbish quite yet. However Royal Gala will be about done soon and all the other New Zealand apples will effectively be gone by the end of October.

Avocados The old season’s fruit is still around but these have just about done their dash. The first new season Hass and Hayes (pebbly skinned), our best avocados, start to come on stream late this month.

Citrus This is the time for our local citrus varieties. Tangelos will be the best buying from mid to late September and keep an eye out for the Navelina, that orange out of Gisborne that’s been around for about five years now. It has a good large, even shape and is available from July to November.

There will be plenty of well priced navels around from now on.

Lemons and limes will be arriving in better quantities also.

Mandarins are still going strong. The Clementine variety started in early July and the Satsuma were a bit earlier in late May early June. Expect them to

peter out by the end of September.

Kiwis Push out our kiwifruit as the main crop is in full swing and prices and supply is remarkably good (considering the hoo-ha about the PSA disaster).

Mangosteen Here is a fruit we don’t see that often, but recently there have been a few in the market from Thailand.

They may seem a little expensive but are worth a try.

Persimmons will be around for a while.

Stone fruit It is all imported – pretty looking but pretty tasteless as usual.

Strawberries Keep an eye out for the first New Zealand strawberries, which will arrive in a month or so. It seems this fruit hits the market earlier each season.

VEGETABLES Generally it is roots again this month with yams, carrots, parsnips, swedes, the turnips including kohlrabi, celeriac, and main crop potatoes definitely good options at this time of year.

Fennel bulb, onions, and of course leeks are all in the best condition this month, but good garlic is bloody expensive.

Artichokes (globe) The very first globes, if we are lucky, will be in the markets in a month or so with supply increasing over spring. The Jerusalem artichokes are available now and becoming more and more popular.

They will be all over by October for another year.

Asparagus The first New Zealand new

season spears will be here at the end of the month with any luck. Prices will be exorbitant but it has got to be better than the imported stuff we have been getting lately.

Capsicums are mostly imported at present. Strangely enough a lot of capsicums are coming to us from Holland of all places (what does this mean for the old carbon footprint, eh?).

Kumara All varieties of the last season’s crop are still in very good nick.

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23

cate go r y c h e c k

Nutritious family favourites NZ egg and poultry suppliers talk to FMCG about recent developments in the industry.

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onsumers value eggs and poultry products as an affordable, nutritious source of protein. Many also take animal welfare issues into consideration, which has resulted in more and more free range offerings.

New Zealanders consume some 1.6 million dozen eggs per week*; this is the equivalent of 87 million dozen per annum.

In the last 12 months supermarkets sold 40.7 million dozen eggs. This equates to around 47% of egg sales.

A large number of eggs are still sold in other retail outlets such as fruit and vege outlets and farmers markets.

“Egg sales through supermarkets now total $161 million, making eggs one of the largest supermarket categories in revenue terms – even more important in profit terms given the good margins they generate,” says

Hamish Sutherland, Zeagold Foods’ general manager – Sales & Marketing.

He adds: “The overall market within supermarkets is growing at +0.8% in volume (dozens) and +6.7% in value ($) over the last 12 months**. Within the market, specialty eggs continue to grow at a faster volume than standard eggs. Growth in free range eggs is being offset by a slight decline in cage eggs.

“Despite the growth in speciality eggs, cage eggs still make up by far the majority of eggs sold with 77.4% of the volume. While they are growing at a faster rate, free range and barn account for only 14.9% and 5.1% respectively of volume share in the total egg category. Other specialty eggs, such as organic eggs, account for the balance of the market,” says Sutherland. *Source: Egg Producer’s Federation ** Aztec MAT to 17 June 2012

Zeagold Foods “Zeagold Foods is New Zealand’s leading producer of quality eggs and egg products ranging from shell eggs to processed eggs – pasteurised or cooked,” says Sutherland. He adds:“To produce quality products, we must begin with quality eggs. Egg quality

24

FMCG august 2012

is dependent on two variables – the health of the laying flock and the feed makeup and quality.

“Our company is vertically integrated to ensure control of the complete process from the production of feed and the rearing of day old chicks, right through to the manufacture of the finished egg product.This results in the healthiest laying flocks, the highest quality feed and the most stringent quality assurance systems and processes. Because we have absolute control of these variables, Zeagold Foods can optimise the quality of the eggs and egg products produced.

“Zeagold Foods continues to lead with a portfolio of quality and well-known egg brands including Farmer Brown range of cage eggs and Woodland free range eggs,” says Sutherland.

“Testament to the strength of these brands is their continued market leadership in their relevant segments (Aztec MAT to 17 June 2012). In the last 12 months the Farmer Brown brand has gone from strength to strength achieving both volume (+16.1%) and value (+21.7%) growth, ahead of the cage egg segment.”

eg gs & pou ltr y

THE BREAKDOWN Current MAT to 17 June 2012 Total Eggs: $154.247m Value % Chg vs YA 6.6 T. Barn: $7.485m Value % Chg vs YA -0.7 T. Free Range: $45.674m Value % Chg vs YA 12.8 T. Organic: $1.724m Value % Chg vs YA 5.2 T. Standard: $99.364m Value % Chg vs YA 4.5 Total Frozen Poultry: $108.022m Value % Chg vs YA -0.4 T. Pieces Chicken: $27.265m Value % Chg vs YA 6.1 T. Pieces Other Poultry: $234,101 Value % Chg vs YA 1.4 T. Processed Chicken: $43.849m Value % Chg vs YA -2 T. Processed Other Poultry: $1.311m Value % Chg vs YA 28.4

T. Whole Chicken: $31.576m Value % Chg vs YA -2.9 T. Whole Other Poultry: $237,594 Value % Chg vs YA -24.0 T. Whole Turkey: $3.548m Value % Chg vs YA -9.7

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Total Fresh Whole Chickens: $138.658m Value % Chg vs YA 13.7 T. Cooked: $72.105m Value % Chg vs YA 29.4 T. Fresh: $66.554m Value % Chg vs YA 0.5 T: Prepacked Other Cold Meats: $25,637m Value % Chg vs YA 8.1 T. Canned Meats: $11.398m Value % Chg vs YA 10.6

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He adds: â&#x20AC;&#x153;Research has confirmed that 50% of egg buyers choose dozen packs each shopping visit.

Consequently dozen packs have now overtaken the traditional 30-cell tray sales, and have grown strongly in volume by (+21%) over the last year.

Farmer Brown Size 7 dozen packs, is currently ranked number 1, in terms of unit sales in cage eggs and has grown by +45.4% in the last 12 months (Aztec mat 17 June 2012). â&#x20AC;&#x153;The Woodland free range brand continues to lead the strong growing, premium free range segment,â&#x20AC;? says Sutherland. Zeagold is currently in-

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creasing its capacity to meet this rising demand for the Woodland brand on its Glenpark free range farm (pictured at top LH). Towards the end of 2012 another 16,000 birds will be introduced and housed in the latest topof-the-line imported European sheds and equipment. â&#x20AC;&#x153;Zeagold is not only driving quality but is also at the forefront of the industry in driving animal welfare practices,â&#x20AC;? says Sutherland. â&#x20AC;&#x153;We would expect to see continued growth in the specialty eggs segment at the expense of cage eggs as consciousness of animal welfare continues. However there will

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august 2012 FMCG

25

cate go r y c h e c k continue to be a place for cage eggs due to the exceptional value that this relatively low cost staple provides to budget minded households,” he says.

The new Codes of Welfare for Laying Hens are due to be issued by the Minister of Primary Industries this year.This will affect all types of housing methods – cage, barn and free range.

Eco Egg Co Founded in 1992 the Eco Egg Co is one of the oldest dedicated free range and organic egg companies in New Zealand. The operation is based on the founder’s original production principles – the way he had produced free range eggs from backyard chickens over many years.

These principles have not changed for the last 20 years. Today a network of individually contracted small scale producers nationwide forms the production base for the company’s cottage-type specialty eggs.

These family farms are independently audited annually against the company’s strict production principles.

Eco Egg products are supplied to most retail outlets all across New Zealand, with over 250 supermarkets stocking the company’s eggs nationwide.An increasing number of eggs are now also exported to Asia with weekly orders being shipped by air freight to these markets.

“The Eco Egg Co remains committed to the environment, the welfare of animals and the production of healthy and nutritious farm fresh foods free of artificial supplements,” says Mike Schellkes, managing director.

The Blue Tick The SPCA Blue Tick is a certification programme run by the RNZSPCA and designed to certify animal products that are farmed to high welfare standards. The scheme started by certifying eggs in 2001 and then added 26

FMCG august 2012

pork products in 2009.

“In 2011 we added standards for meat, poultry and chicken and we will be launching turkeys at the end of this year,” says Juliette Banks, national accreditation & marketing manager.

“We have plans to add veal and salmon to our portfolio in 2013. We write the standards, publish them on our website and then our independent auditors audit the farms on a regular basis and we can spot audit at any time.

Producers sign a legal contract with us to use the logo on their packaging and agree to farm to these standards.”

The Blue Tick logo offers consumers a guarantee that the product they are choosing has been farmed humanely and it also gives producers the recognition they deserve for farming the ‘right’ way. Farm animal welfare is an increasingly important issue for companies across all sectors of the food industry, driven by a range of factors including regulation, growing consumer concern, pressure from animal activists, media, investors and retailers.

For more information about the SPCA Blue Tick, visit rnzspca.org.nz or email julietteb@rnzspca.org.nz.

Independent Egg Producers Independent Egg Producers Cooperative is a national egg supplier made up of several regionally-based owner/operator farms specialising in the production of quality, fresh eggs at a local and personalised level, says Susan Bamfield, general manager.

A central office handles national agreements, e-commerce and administration plus marketing and promotional activities. The Co-op specialises in supplying the supermarket trade and has invested heavily to ensure that all product complies with current legislation and food safety requirements, says Bamfield. Each of the farms operates under a registered Risk Management Programme. The company prioritises supermarket customers in all activities including frequent merchandising and

offer of surplus product when available.

The Co-op offers a complete range of eggs including cage, free-range, barn and organic.

“The company’s group brands comprise 19% and 23% market share of TKA by volume and value respectively (Aztec MAT to 1/07/12) and are also a key supplier of private label,” says Bamfield.

The key performing brands are Morning Harvest (cage eggs), New Day (free-range and barn product) and Sungold (free-range organic).

Bamfield says: “While the total egg category continues to show growth (+7% by value), cage eggs remain dominant, comprising 62% and 77% share by value and volume respectively. The ‘free range’ sector continues to show growth (+12% by value) and now makes up 25% share of total eggs by value (in TKA).The New Day brand is consistently a top performer in this sector.”

Consumers continue to recognise eggs as an affordable, nutritious alternative to more expensive proteins.

Bamfield says: “The recent work undertaken by Eggs Incorporated (the generic marketing arm of the NZ egg industry) has reinforced this message,

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cate go r y c h e c k providing an eye-catching TV and on-line campaign focusing on the ‘scrummy’ and nutritional benefits of eating eggs. In addition, consumers are increasingly looking to source ‘local’ products to support local communities, and thus Morning Harvest and New Day eggs, produced and supplied regionally by dedicated, hard working and enthusiastic poultry farmers are well positioned to meet this demand.”

Henergy Henergy is not only animal welfare conscious but also helping with wildlife restoration, says Trevor Friis, sales and distribution manager.

He explains: “As the country’s largest cage-free barn egg producer, Henergy is only too mindful of how important animal welfare issues are to a successful growing brand. By joining the SPCA Blue Tick scheme with one of the foremost organisations for animal welfare, certainty for consumers is provided so that they have the comfort they are purchasing a product true to label.”

Friis says: “Henergy believes that through ongoing education and promotion of schemes such as the SPCA Blue Tick, New Zealand will hopefully one day follow the example of Europe and California and ban traditional battery-cage farming.”

Henergy Eggs is also proudly supporting Pukaha Mount Bruce in its forest wildlife restoration project.

Henergy Cage-Free markets the Henergy, ‘Simply Cage-Free’ range of cage-free barn eggs and the ‘Purely

28

FMCG august 2012

Free-range’ range. In addition to their own brands, Foodstuff ’s house brand Pam’s cage-free barn eggs complement the range. Friis says: “These brands are available nationally and can be found in over 70% of the two major supermarket groups.The Henergy brand has outperformed the total market with growth 2.9% by volume and 11.0% by value TKA compared with total eggs at 1.1% and 6.0% respectively (Aztec MAT to 27/4/12). During this period non-caged eggs volume has grown by 7.1% while caged eggs sales have declined by 0.5%.”

For consumers who prefer noncaged eggs, Henergy has a full range of packs and grades to cater for all options. A private label option for the budget conscious is available as well as a premium range with the Henergy brand.

Ingham Ingham retail sales manager Jerem Wylie told FMCG: “Ingham provides a leading range of products under its core Ingham brand, covering fresh, frozen, value enhanced and packaged frozen categories, across its Red Box, Red Bag, Quick Cook, Value Selections, as well as its Waitoa Free Range product brands. Early this year, Ingham launched two new flavours of the unique ‘Butterfly Chicken’ product – Lime & Chili and Herb & Garlic – as well as new packaging designed to capture consumers’ attention. Our Butterfly Chicken range has progressed particularly well, and was extremely well received with consumers. Category sales grew significantly over all three SKUs according to Aztec data,” he says.

He adds: “Our new Ingham packaged frozen Red Box and Bag packaging has given the range a real presence in the freezer and has been well received by consumers.

“As part of our continued innovation efforts we are adding new deli and Fresh products and we are eagerly looking forward to launching some

new and exciting additions to our Red Bag and packaged frozen ranges which will hit the shelves in the next few months.

“Consumer trends across all categories tend to be moving toward fresh product, however in terms of key market segments, the household shopper audience still seeks the convenience of good, innovative packaged frozen products,” says Wylie.

Ingham has lined up two standout additions to its red bag range of packaged frozen products – Salt & Vinegar Goujons and Beer Batter Flavoured Wedges, set to launch in September.

Made with 100% New Zealand breast meat, these crispy bite sized snacks, packed in convenient 800g Red Bags, offer exciting new flavour options for New Zealand consumers.

Wylie says the two products reflect Ingham’s approach to product innovation in the packaged frozen category.

“In terms of key market segments, they will appeal to the household shopper seeking the convenience of good quality, innovative and convenient packaged frozen products. The Salt & Vinegar Goujons and Beer Batter Flavoured Wedges are a great addition to the range.”

Canter Valley Kathy Guard, marketing manager Canter Valley says: “We have seen growth in the customer demand for fresh poultry products from the butchery. The cooking and chef programmes on television are heightening the home cooks’ product awareness and also in some cases teaching them to use new products. Apart from duck breast and leg portions we have experienced high demand for the rendered duck fat product, which has a high flash point and fantastic flavour, ideal for roasting potatoes or other vegetables.The Canter Valley duck fat comes in a convenient re-sealable 500 gram pouch.

“Turkey mince has been a successful new product for us over the last year, a

eg gs & pou ltr y low fat high protein mince at a good price. We had very good customer feedback. It is healthy, versatile, tastes great and is really good value. Other Turkey products now readily available in selected supermarkets include turkey drums, nibbles, drummettes, breast and thigh.

“Canter Valley now also produces a free range turkey option. This is in response to feedback from our customers. We are currently the only FREPNZ accredited free range Turkey producer in New Zealand.

Canter Valley is the only brand we are currently selling in the supermarkets,” she says.

Tegel “Committed to meal solutions Zealander, Tegel market-leading,

providing versatile for every New is New Zealand’s fully integrated

poultry producer and offers a broad range of poultry products from fresh and frozen whole birds and portions to value-added main meal items,” says Brenda Galbraith, marketing manager.

“Two new delicious flavours, Parmigiana Schnitzel and Apricot and Cream Cheese Stuffed Breast, were added to the already popular Tegel Cuisine range in September 2011, with mainstream appeal for the target market.

Total Cuisine performance has shown 26.1% growth in volume and 27% in value vs YA TKA.Tegel currently holds 58.5% MAT value share of the Value Added Adult FP Segment (Aztec Scan Sales, MAT 03/06/12 vs YA).”

She adds: “In April 2012, Tegel added to its Lean & Lite range, with the introduction of tray pack chicken mince and stir fry, providing the shopper with New Zealand’s favourite protein in a format that ticks all the

boxes; convenient, healthy and good value. Made from 100% skinless boneless breast, both cuts have the Tegel Lean & Lite branding with the Heart Foundation Tick of Approval.”

Galbraith says:“Rangitikei is a recognisable brand growing in both volume (38% MAT) and value (28% MAT) in the fresh chicken market, producing uniquely corn-fed free range chicken (Aztec Scan Sales, MAT 01/07/12).

The feed, made predominantly of corn, gives Rangitikei chicken a delicious buttery flavour and juicy tender texture. This year has seen Rangitikei lead the way in chicken production, gaining the independently audited SPCA Blue Tick of approval, giving consumers a humanely produced choice in the chicken cabinet.”

New products added to the Rangitikei range include chicken mince and stir-fry.

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cate go r y c h e c k

International flavours Demand for Asian simmer sauces, Mexican brands and other ethnic foods is increasing. FMCG talked to some of the key suppliers in these categories.

C

urries, stir-fries and Asianstyle noodles are growing in popularity as many New Zealanders embrace more exotic flavours.

“Consumers are looking for inspiration; they want ingredients which are fail proof and affordable to add flavour and a different dimension to their meals,” says Chris Hutton, general manager at Oriental Merchant.

Oriental Merchant represents a number of authentic Asian brands in NZ. Hutton explains:“Our total focus is being ‘Your Asian Food Specialist’ and the brands we represent are among the leading brands in their Asian category.”

The brands include the following from Thailand: • TCC/Maeploy/Chaokoh authentic Thai curry pastes, coconut milks and juice.

30

FMCG august 2012

• Valcom – a well known Thai brand for curries and vegetables.

• Wai Wai rice vermicelli and noodles.

• Erawan rice-based products such as noodles, flour and rice paper.

• UFC fruits and vegetables.

• Thai Moon – Thai Hom Mali Rice.

• Poonsin fish-based products.

• Tao Kae Noi flavoured seaweed snacks.

From Malaysia: • Bika seafood-flavoured snacks.

• Old Town Coffee 3-in-1 coffee mixes.

• Cocoon dairy-free desserts.

• Richmond curry pastes.

• Dragon Phoenix dried condiments.

From Singapore: • Yeo’s – well known for its South East Asian condiments, curry sauces and drinks.

• Ongs Asian sauces.

From Indonesia: • Mi Sedaap instant noodles.

• ABC sauces and drinks.

• Kopiko Coffee Candy (from its Thai plant).

From Hong Kong: • Nissin noodles.

• Swanson chicken broth.

From China: • B2 Maling canned meat.

• Hengshun – vinegars, pickles and sesame oil.

• Double Phoenix – bean vermicelli, cooking wines.

• Baishanzu/Jade Phoenix mushrooms.

• Jin Maling instant and cooking noodles.

From Taiwan: • Bull head BBQ/Hot pot sauce.

From Korea: • Nong Shim noodles and snacks.

• Yoosh Aloe Vera drink.

From Japan: • Hikari miso.

• S&B – curries and wasabi.

• Kew Pie mayo (from its Thai plant).

• Kokuho Rose sushi rice (from the US).

Hutton explains: “We are frequently bringing on new products as the NZ market for authentic Asian product matures. Among recent product launches in New Zealand are: • Dragon & Phoenix – dried shallots, Ikan Bilis (dried anchovies) and crispy noodles.

• Jade Phoenix bamboo strips and slices in the larger 565g can.

i nter nati onal fo o ds

• Obento Udon Noodle Bowl sweet & sour flavour (extending the range of flavours we have on offer).

• Jade Phoenix range of cooking noodles – Thin,Thick, Chow Mein, and Quick Noodles ranging in size from 170g to 500g.

• Tao Kae Noi – extended the range of crispy seaweed snack flavours to include, pizza, smoked chicken, wasabi, etc.

• Obento Japanese range – extended to have a tempura batter and disposable chopsticks.”

Hutton comments: “We are very happy with the way the new products have been embraced. We look at

market trends closely. For example, fried shallots have been used a lot in the Australian MasterChef programmes and have become familiar to those eating Mi Goreng instant noodles as the crunchy onion is one of the popular five sachets within the noodles.

Fried shallots add flavour and crunch to many dishes.

“The Jade Phoenix cooking noodles have also been well accepted as they offer great value for money, good looking packaging with recipe ideas on the back – and they cook within 3-5 minutes, so they are a lot quicker than pasta.

“Tao Kae Noi crispy seaweed

Spicy Chicken Soup Preparation time 10 mins Cooking time 15 mins | Serves 4

THE BREAKDOWN Current MAT to 17 June 2012 T. Frozen Full Meals: $20.333m Value % Chg vs YA -2.2 T. Frozen Pizza: $17.003m Value % Chg vs YA 6.1 T. Frozen Pizza Bases: $235,020 Value % Chg vs YA 49.8 T. Frozen Snack Meals: $23.776m Value % Chg vs YA 1.1

T. Fresh Non Pasta Cooking Sauce: $1.382m Value % Chg vs YA 42.0 T. Fresh Pasta: $18.157m Value % Chg vs YA -3.6 T. Fresh Pasta Sauce Excl Pesto: $7.827m Value % Chg vs YA 9.4 T. Fresh Pizza: $16.079m Value % Chg vs YA 5.0 T. Fresh Pizza Bases: $9.947m Value % Chg vs YA 14.9

* Nielsen New Zealand ScanTrack (Databank)

T. Asian Simmer Sauce: $21.997m Value % Chg vs YA 8.9 T. Other Simmer Sauce: $6.533m Value % Chg vs YA -3.4 T. Pasta Simmer Sauce: $34.944m Value % Chg vs YA 3.4

T. Indian Bread: $2.382m Value % Chg vs YA 5.2

Total Mexican Foods: $23.146m Value % Chg vs YA 14.2 T. Mexican Carriers: $10.895m Value % Chg vs YA 9.0 T. Mexican Ingredients: $4.880m Value % Chg vs YA 18.7 T. Mexican Kits: $7.372m Value % Chg vs YA 19.4

Ingredients • 30ml vegetable oil • 1½ small birds eye chilli (sliced thin) • 2 tbsp fresh ginger (grated) • 1 tbsp ground coriander • 2 tsp ground turmeric • 400g thinly-sliced chicken fillet • 1 can YEO’S Singapore Hot Curry Sauce • 1 cup chicken stock • 1½ cups cooked rice noodles • 3 hard boiled eggs (peeled and quartered) • 100g bean sprouts • 1 cup coriander leaves • 1 lime • 6 tbsp YEO’S Dark Soy Sauce

Method 1. Heat the oil in a wok and add the sliced chilli, ginger, ground coriander and Stir-fry on gentle heat for 1 turmeric. minute, add YEO’S Singapore Hot Curry Sauce and stock.

2. Bring to the boil and add the sliced chicken strips. Simmer for 5 minutes until chicken is just cooked.

3. Divide the noodles and bean sprouts between six bowls. Add in the egg quarters and coriander.

4. Ladle the chicken and broth into the bowls, serve with lime wedges and a bowl of YEO’S Dark Soy Sauce.

Authentic South East Asian dishes are very easy with YEO’S culinary sauces and pastes.

For more information please call Oriental Merchant on 0800 10 33 11 email: nzenquires@oriental.com.au or visit the websites www.oriental.com.au or www.yeos.com.sg

august 2012 FMCG

31

cate go r y c h e c k

snacks, although always popular in Asian supermarkets, are now finding a place in mainstream supermarkets. This product has taken the world market by storm. It offers a flavoursome snack low in fat.”

Just launched in NZ this month are also Poonsin Vietnamese dipping sauce in a 300ml bottle; Poonsin Crab Meat in a 170g can and Richmond authentic Malay curry pastes in 250g sachets.

Hutton says: “The key is to launch products at the right time. We have learnt in the past that the NZ and Australian market is quite different.

New Zealanders are great adopters of new foods once they have been introduced to them and cooking shows have a huge influence. For example, the use of Panko breadcrumbs in MasterChef on TV saw sales quadruple.”

Tandoori Palace Tandoori Palace is a major ‘New Zealand made’ player in the Indian food category. Made by Barker’s of Geraldine, Tandoori Palace is a joint venture with Christchurch entrepreneur Anup Nathu and his wife Sadhana.

“Tandoori Palace and Barker’s have

32

FMCG august 2012

had a growing business together for the past four years and we enjoy and learn from the diversity that the Indian brand brings to our existing business,” says marketing manager Danielle Esplin.

She explains:“Tandoori Palace offers healthy and convenient Indian simmer sauces and pastes. There is a loyal and growing following for the brand given it is gluten, preservative and MSG free.

Health-conscious families can be assured that the recipes used to make the Tandoori Palace range are simply authentic and New Zealand made.”

The Indian category remains in strong growth due to the changing demographic in New Zealand. “The greatest compliment we receive is to hear that Indian families enjoy cooking and eating Tandoori Palace at home,” Esplin says.

“We are also finding growth with mainstream shoppers as New Zealand households experiment more with ethnic flavours; an interest generated from cooking shows, increased travel and a broader ethnic dining choice in our communities.”

She says: “The latest new products from Tandoori Palace were a range of pastes promoted by in-store demonstrators as not only a great base for Indian sauce but a fantastic ingredient for Indian-inspired pizzas, burgers and butter chicken pies.

“The challenge of the category is [that] with an increasing number of players, retail and promotional pricing is sharp, however this can be good to stimulate trial and growth. It removes the barrier for households wanting to try more ethnic flavours,” Esplin adds.

Ayam Since 1892, Ayam has been committed to providing authentic Asian groceries. “With 120 years experience, Ayam is a reliable, proven and trusted brand, which consistently delivers high quality, authentic Asian products with superior taste and flavour,” says Tania Drinkrow, International Foods key account manager.

Ayam offers an extensive range of Asian food products that are also suitable for gluten-free diets, including coconut products, Asian sauces, curry pastes, cooking sauces, chilli sauces, desserts, and beverages.

“The vast majority of our products are free from artificial colours and flavours, and contain no preservatives and with an extensive product range that can be found in most retail stores.

The product range for NZ includes the following: • Ayam Coconut Milk and Cream – no preservatives, no colouring, low in salt.

• Asian Sauces – Oyster, Hoisin, Blackbean, Fish,Teriyaki, Honey Soy. • Curry Pastes – Thai Red, Green and Yellow, Panang, Nyonya, Laksa and Rendang.

• Satay Sauces – Satay Mild, Gado Gado.

The Curry Pastes, Sauces and Ayam Coconut Water were launched in supermarkets late 2011.

“These products have seen some excellent growth, based largely on the household consumer trusting the Ayam brand,” says Drinkrow.

Passage range House of Fine Foods introduced the Passage range of authentic international cooking sauces to the NZ market

august 2012 FMCG

33

cate go r y c h e c k in 2010, beginning with the Passage to India range, following on with the Passage to Morocco and Passage to Italy ranges and then the Passage to Asia range in August 2011.

Brett Tibbotts, general manager House of Fine Foods, says: “The initial Passage to Asia range proved so popular it was quickly extended and now includes Passage to Thailand (Pad Thai, Thai Basil Sweet Chilli), Passage to Japan (Teriyaki Chicken), Passage to Malaysia (Beef Rendang), Passage to Indonesia (Satay Chicken) and Passage to China (Honey Soy Chicken). The Passage to India range has also been extended to include Mango Chicken Sauce, Balti Curry, Madras along with all-time favourites Butter Chicken, Korma, Tikka Masala, and Rogan Josh.

“With the emphasis on using only natural ingredients and no added flavour enhancers or preservatives, the Passage range is a quick and easy solution for busy consumers, providing an authentic taste experience with healthy and delicious choices available, even for those requiring a gluten-free diet.

All Passage Sauces are gluten free.”

Passage enthusiasts should keep an eye out for new products being added to the range to expand the taste tour to different regions of the world later in the year.

Tibbotts says: “The founders of Passage Foods believed that most of the high convenience meal solutions available just didn’t deliver on flavour

or quality.These days we have less time than ever to prepare the evening meal, but at the same time the modern consumers’ palate is more discerning than ever. It was these reasons that led them to develop a retail range that would offer a fast meal solution with the same flavour, and quality they’d expect from a restaurant.”

General Mills “General Mills supplies the Old El Paso Mexican Brand, which is growing at 6.9% (dollar growth, MAT 10/06/12 Aztec) and has 72.7% share of Market (dollar share, MAT 10/06/12),” says Keezia Haste, senior brand manager.

She adds: “The total Mexican category is worth $23 million (MAT 10/06/12) and growing at 8.8% (Dollar Growth).Mexican product penetration is around 42.9 (19/06/2011 Nielsen Homescan Data Source), so we will have significant headroom for growth.

Education around what Mexican is and bringing Mexican top of mind will help increase Mexican trial. Old El Paso has an extensive range of dinner kits ranging from burritos, tacos, fajitas, enchiladas appealing to a wide range of consumers.

“Our job now is to encourage consumers to eat Mexican more frequently, like Italian, Thai and Indian for example. Our ‘Make tonight a Mexican fiesta night’ campaign started in-store on July 16 with the objective to educate shoppers on how fun Mexican is,

a meal solution the whole family can enjoy and give them some easy recipe ideas to create at home. Mexican is a cuisine that is great for sharing, really easy to prepare and everyone can customise their meal.”

Asian Home Gourmet Asian Home Gourmet competes in the Asian Authentic segment of the market with spice pastes, simmer sauces and bottled sauces. Craig Harrison, brand manager at Cerebos Greggs told FMCG: “Asian Home Gourmet is the leader of the Spice Paste segment with 55.6% value share with products in Indian, Chinese, Singaporean, Indonesian, Thai and Indonesian Cuisines. The Singaporean range, which includes Laksa and Nonya curry, is going from strength to strength growing at 18.8% vs YA, as is the Chinese and Vietnamese ranges growing at 10.6% and 14.5%, respectively*.

“The success is driven by a growing trend in NZ towards East Asian cuisines, which offer distinctive tastes not found anywhere else.The Asian Home Gourmet range is made from the finest quality ingredients and based on traditional recipes made by Asian food experts. Many customers comment on how authentic the taste of the range is compared with products they’ve experienced on their travels in Asia or at quality restaurants throughout New Zealand,” says Harrison. *Aztec Scan Data MAT to 17/6/12.

100% pure organic made from ripe pomegranates

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34

FMCG august 2012

i nter nati onal fo o ds Acton Acton International Marketing has the following brands in New Zealand supermarkets: • Lee Kum Kee Asian Sauces and Condiments • Kikkoman Soy Sauce and Marinades • Indomie Instant Noodles and Indofood Seasonings • Golden Sun Fruits,Vegetables and Sauces • O’Canada Maple Syrup • Fia Fia Coconut Cream • Hunt’s Pasta Sauce • Del Monte Tomato Sauce • Baxters Chutney’s & Relishes.

Among new products launched here in the past 12 months is Hunt’s Pasta Sauce. “Hunt’s has been an American favourite for over 100 years and Hunt’s Pasta Sauce makes up a massive 84% $ share of the US canned pasta sauce market (US FMD x 52 Week Dollar Share – Week

ALL NATURAL GLUTEN FREE

Now available: Passage to India Simmer Sauces 375g Passage to Thailand Stirfry Sauces 200g Passage to Indonesia Stirfry Sauces 200g Passage to Japan Stirfry Sauces 200g

Ending 20 May 2012),” says Joanne Neville, marketing manager Acton International Marketing.

She explains: “Hunt’s Pasta Sauce is made from the finest quality vineripened Californian tomatoes and a special blend of herbs and spices, carefully simmered into a thick, rich, flavourful sauce that’s sure to make meals special, including lasagnes, pasta bakes, spaghetti bolognaise and cannelloni.

“Hunt’s Pasta Sauce is available in four delicious flavours: Traditional, Mushroom, Four Cheese and Garlic & Herb. Big taste, big value – in large 680g cans (usually pasta sauce cans are only 420g). Hunt’s is the big new pasta sauce that families will love and they’ll love the price,” says Neville.

Hunt’s Pasta Sauce is now advertised on TV in a nationwide campaign.

Lee Kum Kee Ready Sauces Neville says: “Two new Lee Kum Kee Ready Sauces flavours have been

added to the already popular Lee Kum Kee range: • Ready Sauce for Honey & Soy StirFry Chicken.

• Ready Sauce for Cantonese StirFry Beef.

“Great quality and easy to use, the Lee Kum Kee ready-sauce range ensures you really can have ‘Authentic Asian Meals’ in just minutes.”

The new Lee Kum Kee ready sauces have been advertised in magazines throughout the year and have also been featured on TV. “These two delicious new flavours have helped grow the Lee Kum Kee ready-sauce sales by over 60% year on year (Aztec $ Sales MAT to 10/06/12.

Asian Sauces),” says Neville.

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

a s r e m u s n o c g Offerin r u o v a l f f o d l r wo

Passage to Italy Pasta Sauces 375g Passage to Morocco Simmer Sauces 200g Passage to China Stirfry Sauces 200g Passage to Malaysia Stirfry Sauces 200g

Distributed by: House of Fine Foods Ltd PHONE: 0800 10 10 46 EMAIL: sales@houseff.co.nz august 2012 FMCG 35 www.confectionery-house.co.nz

cate go r y c h e c k

Health & Beauty Aisle The days are getting longer and summer is just around the corner – time to stock up on sunscreens and other seasonal essentials.

P

laying it safe in the sun is an important message and this coming season BDM Grange will be launching a brand new sunscreen range in New Zealand in conjunction with Surf

36

FMCG august 2012

Life Saving NZ. As an organisation, Surf Life Saving NZ is an iconic Kiwi institution that has been in existence for over 100 years. However, safety at our beaches is more than just swimming between

the flags – protection from the sun for its members and the public is an integral part of ensuring New Zealand’s favourite playground is safer, and Safety in the Sun and Safety in the Water are messages that fit very well together.

“We are therefore very excited to be launching a new SPF50+ Surf Life Saving Sunscreen Range, and by purchasing any item from the range, consumers will be supporting this great organisation which will profit directly from the sale of each item,” says Kate Feek, senior brand manager BDM Grange.

“The fragrance-free, moisturising formulation is non-greasy, light and rubs in easily without leaving any white film on the skin, and will come in a selection of different sizes to suit consumer needs,” says Feek.

“Consumers are now more aware of the risks of exposure to the sun, particularly in New Zealand, and

s uncare and depi lator y produ c ts

THE BREAKDOWN Current MAT to 17 June 2012 Total Sunning Preparations: $18.813m Value % Chg vs YA -1.9 T. Aftersun/Sunburn Remedies: $455,194 Value % Chg vs YA -15.3 T. Artificial Preparations: $367,291 Value % Chg vs YA 69.4 T. Lipsalves: $5.491m Value % Chg vs YA 21.5 T. Sunscreen Preparations: $12.497m Value % Chg vs YA -10.1 T. Suntan Preparations: $1309 Value % Chg vs YA 357.9

with the recommended SPF in sunscreen going up to 50+ under new joint New Zealand and Australian Standards we wanted to be able to offer maximum protection at a price point that is affordable,” she explains.

The range will retail from $9.99 for a handy 75ml clip bottle, through to $24.99 for a 400ml pump bottle.

Lip care “Blistex is ranked as the ‘number 3’ lip care brand in New Zealand for TKA, with a 1.1% $ growth compared to last year MAT (Aztec 20/5/12),” says Sara Williams, brand manager Wilson Consumer.

She adds: “Blistex Lip Conditioner Pot SPF15 is the ‘number 1’ selling lip

Total Shaving Depilatory: $60.820m Value % Chg vs YA 0.8 T. Depilatories & Accessories: $5.472m Value % Chg vs YA 8.4 T. Disposable Razor Female: $4.432m Value % Chg vs YA 1.2 T. Razor Blades Female: $4.881m Value % Chg vs YA -0.6 T. Razor System Female: $3.302m Value % Chg vs YA -7.9 T. Shaving Preparations: $10.027m Value % Chg vs YA -0.3 * Nielsen New Zealand ScanTrack (Databank)

august 2012 FMCG

37

cate go r y c h e c k product in Progressive with 2.4% $ growth compared to quarter last year (Aztec 20/5/12). Blistex Ultra Lip Balm with SPF30+, which has the highest concentration of sunscreen of all Blistex lip products, is showing 11.9% $ growth in Progressive for the quarter (Aztec 20/5/12).”

Williams explains: “Blistex shows sales peaks in summer, and winter, when protecting your lips is as important as protecting the rest of your skin with sunscreen. When skiing or snow boarding it is especially important to use Blistex as the glare of the snow reflects onto your face and often your mouth may be the only exposed part of your body.

Snow reflects nearly 80% of the sun’s

Blistex Ointment has changed the description on the packaging to ‘Medicated Relief ’. This product, which started to roll out in July, is an advanced moisture formula that may help prevent the recurrence of cold sores induced by the sun, says Williams. It also contains an SPF15 to protect lips and relieve the discomfort of dry cracked lips that have been exposed to the weather.

With respect to new consumer trends, Williams says: “As people are becoming aware of the importance of sun protection for their body they are also realising that lips need as much protection as everywhere else and can be the first signs of showing aging. Just because you don’t see

“Collectively we will be working hard to help New Zealanders understand why sunscreen is so critical. Skin cancer, including melanoma is our most common cancer with 400+ deaths a year with an estimated cost of +$50 million a year.”

Suzanne McKandry, senior brand manager, API Consumer Brands rays. Exposure at higher altitudes (like when you’re skiing) also creates an increased hazard, since the air is thinner and screens less of the sun’s rays.”

Blistex is currently in the process of launching a packaging change, over all products.The new packaging comes in a blister pack, which shows off the product and has a moisture theme with a splash of water. “This reinforces the superior formulas in Blistex which help to moisturise and protect lips every day,” explains Williams. The SPF factor of all the products is also emphasised on the packaging to help consumers find the best product for their needs.

38

FMCG august 2012

a surface burn on your lips doesn’t mean that the underlying layers haven’t been harmed. When unprotected lips are exposed to too much sun, the collagen changes, causing lips to wrinkle and fine lines to form around the mouth. Even when lips show no physical signs of the sun’s effect, damage can occur.”

Cancer Society Sunscreens API Consumer Brands, well known for the manufacturing and marketing of Health Basics personal wash range, is now the new distributor of the Cancer Society Sunscreen range.

Suzanne McKandry, senior brand

manager says: “Cancer Society is ranked number 2 within the sunscreen market with a 25.5% share* and has four of the top 10 products within Total Suncare which includes Sunscreen, Lip Care, SelfTanning and After Sun. For the QTR ending March 2012*, Cancer Society had the number one product in the Sunscreen segment – SPF30+ PUMP 400ml. The aim will be to ensure Cancer Society holds and improves upon its strong position in the market this coming summer.

“API Consumer Brands and the Cancer Society will work in partnership to drive sales this summer and are well placed to start the season off well with an exciting ATL campaign.

Collectively we will be working hard to help New Zealanders understand why sunscreen is so critical. Skin cancer, including melanoma is our most common cancer with 400+ deaths a year with an estimated cost of +$50 million a year. Primarily those cancers are caused by too much exposure to UV radiation from the sun or other sources of UV light, such as sunbeds,” she says.

New Zealand has some of the strongest levels of ultraviolet (UV) radiation. Unlike most cancers, skin cancer is largely preventable.

Reminding young and old to ‘SLIP, SLOP, SLAP and WRAP’ will be a core focus this summer. NZ Grocery can actively participate in the cause by ranging and promoting the Cancer Society Sunscreen range where a percentage of each sale goes towards helping fund cancer research with a focus on reducing the incidence and impact of cancer. * Aztec.

New launches from Valeant Invisible Zinc was new to grocery in New Zealand in February 2012.

Six products were launched, and sit in the premium natural high level protection section of the sun care category. “It is the only completely natural high level protection SPF

Help New Zealand

Be SunSmart

New Zealand has the highest rate of melanoma skin cancer in the world. But the good news is it’s easy to reduce your chance of developing skin cancer – you only have to be SunSmart.

N

Z Grocery can help New Zealander’s be Sun-Smart by ranging and promoting the Cancer Society Sunscreen range - where a percentage of each sale helps fund research into cancer prevention. Summer 2011/12 - Cancer Society had the No. #1 product in the market SPF30+ 400ml* and

currently has 3 of the Top 5^. With an exciting ALT campaign this year, Cancer Society is sure to drive new growth.

Source: *Aztec TKA Data Ending 3 months March 2012 & 6 months ending 17/6/12, ^MAT 17/6/12.

Contact API Consumer Brands

0508 776 746 for more information.

product in the category,” says Liz Reilly, country manager.

She adds: “The consumer is keen to find high level protection that is effective, pleasant to use and completely natural. Invisible Zinc uses micronized zinc oxide, not nanotechnology zinc.

Invisible Zinc sits on the skin, deflecting dangerous UVA and UVB rays.The range has made high quality zinc oxide formulations affordable for everyday use – zinc is no longer only for the beach.

Zinc oxide is the only active ingredient that does not use any chemical UV actives.This means that the consumer can still have the highest SPF 30+ protection, without the chemical UV actives found in most sunscreens that claim high levels of SPF protection.”

Reilly says: “Zinc oxide is considered by many medical professionals to be one of the safest skincare and sun care ingredients on the market and it has been used safely for hundreds of years in many facets of medicine.

There is also increased awareness of the damage prolonged exposure to the sun can do to the skin, and as a result of that, more demand for ‘sunless’ tanning products.

She adds: “We will launch Jet Set Tan this season, a self-tanning spray with a unique ingredient that eliminates the unnatural ‘orange’ appearance so often associated with artificial tanning products. The unique delivery system ‘mists on’ the microscopic droplets evenly, there is no need to rub or blend, therefore no need to be concerned about staining of hands. Jet Set Tan dries instantly, meaning you can dress directly after application, leaving no stains, just a believable bronze. The secret ingredient is Erythulose, which when combined with a unique solution of sugars, reacts with the proteins of the skin to start working two hours after application, continuing for up to 12 hours and lasting for up to seven days. As an added bonus, the unpleasant smell often associated with sunless tanners is non-existent.”

Le Tan Arrow Pharmaceuticals is the new distributor for the iconic ranges Le Tan Fast Tan and Le Tan Sun Protection.

“LeTan Coconut Sun Protection Oils are a great innovative new product line launched last summer – the coconut fragrance embodies summer holidays,” says Kate Park, marketing manager, Le Tan/Arrow Pharmaceuticals. The formulation protects, hydrates and nourishes the skin. “The oil formulation was so well received last year that this year we will be extending the line with Le Tan Fragrance Free Oil SPF30,” says Park.

She explains: “Le Tan is known for its superior formulations that apply to the skin with no stickiness and no ‘ghosting’ (white sunscreen residue).

The formulations are a clear winner with Kiwi shoppers; Le Tan has the 2nd top rate of sale of all the sun protection brands (Aztec, Suncare, Key Accounts, MAT 1 Jan 2012).

“Our focus for the coming summer is to grow self-tanning in New Zealand. Last summer saw a 20% decline in sun protection versus the previous summer while selftanning grew more than 100% in key accounts.”

Consumer confidence in self-tanning has grown in recent years. The product formulations have improved dramatically in the past decade. Orange, streaky, smelly fake tans have been replaced with a new generation of self-tanning products.

“The Le Tan Fast Tan range smells like vanilla, the instant colour is a natural looking tan that doesn’t streak,” says Park. august 2012 FMCG

41

All about stevia A natural low-calorie sweetener, is the new ‘it’ ingredient starring in many products from confectionery to cereal and beverages. Is this product, which is derived from a shrub herb native to South America, the new holy grail for the health food industry?

M

ore and more people aim to lower their sugar intake for health reasons and many seek out natural food ingredients, so stevia seems like a perfect fit.

Stevia received regulatory clearance in the US in 2008 and has since then reinvigorated a stagnant sweetener market. It is used increasingly in food and beverage products in the US. In Europe, interest in the ingredient has intensified after the EU cleared its use in November 2011. Table-top stevia sweeteners and compact pocket packs with stevia tablets have been launched in the UK, France and New Zealand recently.

What is stevia?

Stevia is a species of herb grown at high temperatures. Used for its naturally sweet leaves, stevia has become a popular substitute for sugar. Stevia has zero calories and will not affect the blood-glucose level. Concentrated stevia, commonly available in liquid or powder form, is 300 times as sweet as sugar with an aftertaste similar to liquorice.

“Due to the controversial reputation of artificial sweeteners and studies detailing the damage caused by sugar in our diet, stevia’s popularity has significantly increased because it is a natural, safe and low-calorie option,” says Catherine McArdle, marketing manager Crombie & Price.

She explains: “Natvia is the only natural sweetener in New Zealand that contains just two ingredients, free from fillers and bulking agents. Natvia adds only one other ingredient to stevia in their sachets and canisters. The ingredient is Eyrthritol, a naturally occurring nectar found in fruit, added to tone-down the aftertaste of pure stevia powder and to give the consistency of sugar crystals.

“The reason Natvia is such a popular stevia-based sweetener is not only because of its striking resemblance to sugar and lack of bulking agents, but because the full range contains all you need to replace sugar in the home. A 200g canister of loose Natvia is perfect for baking and cooking, 3g sachets are great for sprinkling and carrying in the wallet and the new tablets are perfect for hot drinks and handbags.

“Everyone is on the lookout for lowcalorie options and stevia is the perfect combination of sweetness without calories or chemicals.”

Catherine McArdle, marketing manager, Crombie & Price 42

FMCG august 2012

“Natvia also offers plenty of support to those who are looking to reduce their sugar intake. They have a website (sweeterlifeclub.com) packed with low-calorie recipes, they support cafes and baristas around the world educating them on natural options and they support diabetic publications which are available to them.

“Everyone is on the lookout for lowcalorie options and stevia is the perfect combination of sweetness without calories or chemicals. Natvia’s natural blend is helping put stevia on the map as a safe, satisfying sugar substitute,” says McArdle.

Embracing the new trend Sweetener innovation is not new to The Coca-Cola Company.

“We’ve been working on this for nearly 50 years, to help deliver product variety and options in response to consumer demands,” says a spokesperson.

“Our efforts to stay ahead of innovations in sweetness enabled us to be the first to launch a sparkling beverage with a stevia-based sweetener in the US [Sprite Green – December 2008].

We were also one of the first to launch a beverage sweetened with the stevia we use, in combination with other natural sweeteners, in Europe [Fanta Still – March 2010].”

Today, The Coca-Cola Company uses stevia sweetener in more than 30 products worldwide, in combination with other natural sweeteners like fruit juice, sugar and other natural low- and no-calorie sweeteners.

“The safety of the stevia we use has been established with more than 25

www.facebook.com /n�vianz

N�via sw��ns �e d�l by a�ing tab�ʦ to �e range.

The spotlight is on natural sweeteners as high sugar diets and controversial chemicals are disparaged in the media. Thankfully the Natvia range has everything you need in all-natural sweetness!

New

The full range of product includes sachets (perfect for sprinkling and carrying in the wallet) a canister (for baking and cooking) a 500-stick bulk box (to meet the demand in foodservice) and now a 200-tablet tin (great for hot drinks and handbags!)

Still the only natural sweetener in New Zealand that contains just two ingredients (Stevia Reb A and Erythritol) Natvia is a high-quality, affordable, safe option for diabetics and health conscious consumers.

IRST WORLD F l

a r u � n  a tab�ʦ.

With a rapidly growing mailing list and ‘likes’ on Facebook, a website (www.sweeterlifeclub. com) dedicated to sharing recipes, consistent marketing support and sponsorship of Barista’s worldwide Natvia is everything you need to keep up with Stevia’s growing popularity!

www.n�via.co.nz

st ra p

ZERO SUGAR Sweetened by nature, not industry.

From the drink that knows its own name, a natural answer to the problem of controlling calories and enjoying good taste.

The unique and refreshing taste of Ch’i Herbal Mineral Water with absolutely no sugars or carbohydrates.

Sweetened with natural Stevia leaf extract and 100% free from aspartame, acesulfame k, saccharin, sorbitol and erythrytol.

A natural addition to your retail range beside the Original Ch’i Herbal Mineral Water.

Available in 1.0 litre and 400ml

For trade enquiries contact your 44 FMCG 2012 KML august Representative or phone 09 4750940

years of scientific research and the publication of safety studies from a rigorous, comprehensive scientific research programme commissioned by The Coca-Cola Company and Cargill.

“The stevia we use in our products gives us the ability to offer consumers even more options. Today, we have more than 800 low- and no-calorie beverages (that’s nearly 25% of our global portfolio) that use a variety of low- and no-calorie sweeteners.

“Variety is the foundation of our commitment to consumers. With our range of beverage products, package sizes, portion options and nutrition information provided on our packages, we strive to inform, motivate and empower consumers to make beverage choices that meet their individual needs for refreshment, enjoyment, nutrition and hydration.

“Ingredient innovation is vital to the growth of our business.We look at products where the stevia we use delivers great taste and where consumers want the option of reduced calories and a natural sweetener.

“We are exploring the use of our stevia sweetener across several beverage categories. Our focus is to deliver great-tasting products that meet consumer demand,” says the spokesperson.

A new ‘Pumped’ flavoured water product was launched in April 2012, using stevia.

Frucor has also recently launched new Just Juice with 50% less sugar, naturally sweetened with stevia and available in three flavours – Truly Tropical, Juicy Orange and Cheeky Apple.

Just Juice with 50% less sugar follows international trends in the European market, where many new product developments in juices and juice drinks are either reduced sugar or low calorie. Just Juice brand manager Brooke Bayliss-Browne, says: “The new Just Juice with 50% less sugar range offers the choice of a ‘better for you’ option in fruit juice drinks. Given the common perception that lower sugar products compromise on taste, we are confident that consumers will be as excited as we are about this new range.”

Zero Sugar a hit Ch’i Zero Sugar was launched onto the New Zealand Grocery market in November 2011.

Ray Nicholls of Ch’i International says: “For years Ch’i had literally been under siege by consumers asking for a diet or low-calorie version of Ch’i Herbal Mineral Water. Up until the approval of stevia by the NZFSA the only non-sugar options available to us were the synthetic sweeteners, and we simply refused to use these. Stevia allows us to offer a virtually zero calorie option which appeals to 90% of consumers’ taste palates.

“The trading results from Ch’i Zero Sugar have been great. It’s now at least 40% of our supermarket sales, and growing. In some outlets it now outsells our original sugar sweetened version.

“The challenge for all commercial users of stevia is explaining stevia to mainstream consumers who are very anxious about non-sugar sweeteners based on the bad news circulating about the synthetic options,” he says.

Ch’i International is a privately owned New Zealand company. Ch’i Herbal Mineral Water was developed in New Zealand and first sold in 1987.

It is made using local mineral water, and a herb extract handcrafted in New Zealand. Ch’i is sold in New Zealand, Australia, Holland, the UK and the Pacific Islands.

g rocer y b us ine ss Celebrating printing excellence Amcor Cartons has won seven gold and two highly commended awards at New Zealand’s Pride in Print Awards 2012.

Judging is based on technical excellence in all areas of the production process, while taking into consideration the materials and equipment used. Particular attention is paid to design and typography, as well as the effective and innovative use of materials.

Supporting some of New Zealand’s largest and most successful consumer brands, Amcor Cartons received seven of the 13 available gold awards in the Packaging category, including: • Cadbury Continental 420g carton • Prime Foods Large Smoked Salmon pouch carton • Contract Bottling Smirnoff Double Black carton • Contract Bottling Smirnoff Premium Ice carton • Unilever Surf Jasmine & Gardenia carton • Waikato Valley Chocolates Pirate Ship carton • Lion Nathan Steinlager World Cup Pack carton (as pictured below).

David Berry, group general manager of Amcor Cartons Australasia believes these awards recognise Amcor’s exceptional carton printing capability for local consumer products.

“Brand recognition and differentiation is vital for our customers’ success. We understand these requirements, and continue to invest in world-class equipment and talent to deliver the best in carton printing to our New Zealand customers,” said Berry.

At last year’s Pride in Print Awards, Amcor received seven gold awards, eight highly commended awards and was the Packaging category winner.

“Amcor’s ongoing success at the Pride in Print Awards is true recognition of our focus on partnering with our customers, and the importance and emphasis we place upon carton printing, embellishments and innovation,” Berry said.

Amcor Cartons is a division of Amcor Australasia, which is a subsidiary of the global packaging leader Amcor Limited. Amcor Cartons supplies folding cartonboard products to customers across Australia and New Zealand with seven plants located in two countries.

Rapid Labels scoop top awards An Auckland-based company also has lots of reasons to celebrate after winning label of the year, four gold medals and the Apprentice

46

FMCG august 2012

Anne-Marie Sutton, Gareth Hilton and Alex Straight of Rapid Labels celebrate the company’s success.

of the Year title at the Pride in Print awards this year.

More than 800 people attended the gala event where Rapid Labels won gold for a stunning array of wine labels for clients, including Ngatarawa Wines and Kirkpatrick Estate Winery. It won ‘Best of Category’ (Embossed) for the Colour Pinot Noir 2009 label, designed by Grant Blazey of Periscope Design. This label features a number of special effects including foiling, embossing and varnishing to give it a tactile feel.

Rapid Labels’ printer Gareth Hilton was also named the print industry Apprentice of the Year. General manager Anne-Marie Sutton says the company is “very proud and excited” of its achievements.

“Rapid Labels is a thriving business and our aim is to consistently produce work to a high standard each and every day, so it is fantastic to have these efforts recognised.

“We are also extremely proud of Gareth, and all of our staff. As a responsible employer it is a great thing to be able to provide our staff with the opportunity to complete formal training (apprenticeships) and equip them with qualifications and skills for life,” she said.

More than 100 apprentices were in contention for the Apprentice of the Year Award through PrintNZ Training (Industry Training Organisation). This number was whittled down to five finalists, who attended an interview for the top award.

Rapid Labels is a label manufacturer with 73 staff operating from a purpose-designed facility in Albany. It produces labels for several specific markets including wine, food, beverage, thermal and pharmaceutical clients in New Zealand. l

g rocer y busi n ess Blazing a trail for food and environmental residue testing AsureQuality has again been awarded a three-year contract with the newly branded Ministry for Primary Industry (MPI), for organic chemical residue testing in red meat, honey, farmed fish and dairy products.

AsureQuality’s world class contaminants testing laboratory, based in Waiwhetu, near Wellington will put to use its fleet of six LC-MS/MS (liquid chromatography tandem mass spectroscopy) instruments, including two ABSciex 5500 instruments, imported from Singapore, along with a fleet of 12 GC-MS/MS (gas chromatography tandem mass spectroscopy) and GC-MS (gas chromatography mass spectroscopy) instruments to service the Ministry’s requirements.

AsureQuality has years of experience working with these instruments for all types of analysis. In addition, the laboratory, which employs over 95 scientists, also houses the only three commercial HRMS (high resolution mass spectroscopy) instruments in New Zealand. These instruments allow the detection of extremely low levels of dioxins, PCBs and other chemical contaminants of concern in the environment.

According to Dr David Stirling, technical manager for AsureQuality’s Wellington laboratory, its fleet of HRMS instruments allows the detection of persistent organic pollutants down to part per quadrillion levels in food or environmental samples. “That’s the

equivalent of being able to find one second in 30,000 years, so readers can rest assured that the food we export and eat is compliant with regulations.”

AsureQuality’s pesticide residue testing capability has increased 10 fold in the past five years. In addition to testing work for customers and regulatory bodies here in New Zealand, the laboratory also has many international customers from Australia to Ireland, Japan, China and Singapore.

Dr Alan Stanley, business manager for AsureQuality’s Wellington Laboratory, says AsureQuality’s laboratory operations offer a truly international coverage, with facilities based in Auckland, Christchurch, Singapore and Melbourne. “Our food testing, environmental testing, seed testing, animal export serology testing, and plant health and entomology laboratories are centred in New Zealand, but our scope of services reaches to Australia, Singapore and beyond. We employ over 450 laboratory staff and scientists, the majority having a tertiary science degree, and [we] have over 20 PhD scientists working for us.”

Taking into account AsureQuality’s Food Auditing business, OnFarm Services business and biosecurity expertise, AsureQuality is the largest provider of food safety and biosecurity services in the southern hemisphere. l

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g rocer y b us ine ss

Tim Cranna, one of Tatua’s drivers, with the new look milk tanker.

Giant Dairy Whip cans hit the road In a bold move away from the corporate branding traditionally used on milk tankers, the Tatua Co-operative Dairy Company’s milk tanker graphics have all been upgraded recently to feature a giant Dairy Whip can.

Tatua’s milk tankers now feature new safety messages and graphics promoting Tatua’s consumer products, including Dairy Whip Whipped Cream, Tatua Mascarpone, Tatua Crème Fraiche and Tatua Sour Cream.

Business manager Consumer Products at Tatua Greg Ryan says, “The aims of the upgrade are to ensure the tankers are more visible on the roads to enhance road safety and to increase the visibility and awareness of our consumer products range.”

Each tanker’s new graphics consist of added safety messages on the rear of each trailer, giant Dairy Whip can graphics on sides

Ascot Dry Cured Ham Naturally Double Wood Smoked 100% New Zealand Pork 0800 806 328

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www.farmlandfoods.co.nz

FMCG august 2012

of the trailer and a range of Tatua’s other consumer products on the trucks, including Mascarpone, Crème Fraiche and Sour Cream.

“The use of Scotchlite 3M reflective vinyl on both the sides and rear of the tankers will really enhance safety for our tankers and for other vehicles on the road, making them more visible in low light,” says Greg Ryan.

“We have a fantastic range of consumer products available in supermarkets throughout New Zealand and Australia and by adding these product images to our milk tankers, it is a cost effective way to promote our products in the Waikato,” he says.

Tatua has worked with Hamilton-based Admark Visual Imaging to create the exciting new graphics. l

n ews Countdown wins top Health and Safety Award Countdown has been named the supreme winner at the 2012 New Zealand Workplace Health and Safety Awards.

Countdown’s Logistics team won the Department of Labour award for best initiative to address a health hazard. The team was recognised for the range of initiatives it has implemented over the last 12 months to address injuries arising from manual handling. Countdown team members who assemble orders routinely lift more than 10 tonnes of products per day. Some of the initiatives included installing a layer picker to assist with heavy lifting, reducing weights and improving packaging products handled, and introducing ‘Move 4 Life’ – a programme to teach people correct lifting, reaching and breathing techniques.

Countdown then went on to win the Department of Labour/ACC Supreme Award for best overall contribution to improving workplace health and safety in New Zealand.

“The team was recognised for the range of initiatives it has implemented over the last 12 months to address injuries arising from manual handling.”

National Safety, Health & Environment manager for Countdown, David Tregoweth said the award was a testament to the importance Countdown placed on workplace health and safety. “We work very hard to ensure the health and wellbeing of our people, our community and our environment,” he said.

“The company shares a vision that people at all levels of the organisation actively care about their own safety and the safety of others.”

The awards, now in their eighth year, were judged by a five-strong panel representing the Department of Labour, ACC, NZ Council of Trade Unions, Safeguard, and an industry health and safety practitioner. l

25-27 September 2012 ASB Showgrounds, Auckland, New Zealand

This is the trade show for New Zealand’s food, beverage, processing and packaging technology industries.

Experience the latest technical advances first hand, talk to the experts, and connect with the products, services, and machinery you need to meet the demands of tomorrow’s market place.

If you’re in the market to build efficiencies, save costs or grow productivity, then pre-register now for free online at

www.foodtechpacktech.co.nz Win a Ford One lucky Foodtech Packtech visitor will walk away with a fabulous Ford Territory TS AWD valued at $64,990 Terms and conditions apply

august 2012 FMCG

49

A milestone for

EasiYo EasiYo is celebrating its 20th birthday this year.

T

he inventor of the EasiYo System knew just how good freshly made yogurt was and he had eight growing kids to feed. So he decided to find a better way of making this staple food, and came up with an ingenious way of producing yogurt perfectly – every time.

From humble beginnings in 1992, when EasiYo Products Limited was born, the simple EasiYo System is now exported to over 20 countries around the world, making EasiYo world leaders in this field.

FMCG talked to national accounts manager Stuart Silkstone about the company’s biggest achievements to date.

“We have achieved considerable success in the NZ market during this last year and this has been matched by significant increase in our Asian export business, as well as very strong sales in the UK. We have also successfully launched our brand in Italy and other European markets,” explains Silkstone.

How are your products progressing in NZ supermarkets?

“In summary, an exceptional performance. The total homemade

50

FMCG AUGUST 2012

yogurt market is now growing at +19.6% MAT and +27.5% in the quarter (Aztec @ 20 May 2012 Val). The brand is performing very strongly in every store across the retailer groups. We have led the way with ongoing innovation within the premium segment, which is in very strong growth for us and the retailers we have partnered with. On the back of this, our national market share has climbed to a new record high of 77.1% (Aztec @ 20 May 2012 Val).”

Your vision for Easiyo in the next two years is…

“There is very strong demand for our high quality product. Therefore we want to continue along the strong growth curve that we have in all the markets in which we operate.

We have further innovation and new products in the pipeline. Like any manufacturer, the real challenge in the year ahead is to be able to make sustained improvements in profitability for both ourselves and our retail partners.”

Can you tell us about any new developments?

“Yes, our business is very dynamic, so change and development is something we embrace each day. We have further premium innovations that we will bring to the market.

We have also embarked on a major brand revamp process. We will be undertaking improvements to our packaging and retail shippers in the

year ahead. Under the guidance of our parent company, Westland Milk Products, we are also making ongoing investments in our manufacturing and supply chain areas to ensure we stay ahead of the game.”

Which consumer trends do you predict for next year?

“The most significant trend is that consumers want ‘real value for their money’ – this will not go away. In New Zealand, awareness of the consumers’ impact on the environment is quite top of mind and enjoys a high media profile. The global pressure on manufacturers to ensure their products are packaged in ‘environmentally friendly’ packaging, will increase. Easiyo is very well positioned in this respect due to the significant reduction in rubbish going to landfill, when our product is used.

“Other trends that are significant are that premium segment will grow.

Consumers want to be able to trust their products – your heritage now only counts for limited value. There will be more pressure on manufacturers to truly deliver to consumers what the products stand for, or are marketed as.”

Top tip for NZ supermarkets?

“There is a lot of growth taking place in what is an often forgotten area in your store. To take full advantage of this, make sure that you have a great display of Easiyo products and ensure your range is well balanced.

“The EasiYo Yogurt Maker is fun-

“As a responsible dairy company, it is critical that our product meets and exceeds the stringent standards that are laid down.”

Stuart Silkstone, national accounts manager, EasiYo Products damental for each store’s success – the more you sell of these, the more sustained sachet business you generate for your own store, so it is key that it get’s promoted and displayed.”

How is AsureQuality helping you?

“We work virtually ‘hand in hand’ with the AsureQuality Team. As a responsible dairy company, it is critical that our product meets and exceeds the stringent standards that are laid down.

“Every day we test each batch, and the AsureQuality team works closely

with our QA team on this process.

Once we complete our manufacturing process, AsureQuality is then closely involved in testing and partnering with us to ensure that, no matter which market the product is destined for, the final product will allow us to exceed the expectations of our valued customers and consumers.”

About AsureQuality AsureQuality is a commercial company owned by the New Zealand Government and provides food safety and biosecurity services to the food

and primary production sectors.

Every day its experienced team of 1700 experts works alongside customers to assure the safety and quality of food being produced for millions of people worldwide. Its skilled staff and extensive accreditations enable it to audit, inspect, verify and certify food quality and management systems from the farm right to the supermarket shelf.

With a network of purpose-built laboratories spread across Australia, New Zealand and Singapore, AsureQuality offers a broad range of

Premium Innovation Drives Sales

Introducing four fantastic NEW premium yogurts to meet the growing demand for indulgent yet healthy products.

EMAIL:

For further information contact us on:

stuart.silkstone@easiyo.com PHONE: 09 4141321 www.easiyo.com

MOBILE:

027 7227050

AUGUST 2012 FMCG

51

YOUR TRUSTED PARTNER FOR: Industry training including Food Safety, Auditing Skills, HACCP Third Party Auditing and Certification

Hilda Vakata and Dave Lotulelei hard at work on the EasiYo packing line.

Laboratory Testing Food and Environmental, Chemistry (including NIPs and Allergens) and Microbiology

Assembly supervisor Ric Broad and Karlos Peke discuss stock.

Milk powder is a key ingredient. Wai Paongo and Sefo Poomee are preparing bags for the blending plant.

freephone 0508 00 11 22 www.asurequality.com

52

FMCG AUGUST 2012

environmental and food testing for producers, processors, Competent Authorities, and the environmental and human health sectors. Its web-based laboratory information system,VirtualLabâ&#x201E;˘ offers access to results online, 24 hours a day, seven days a week, from anywhere in the world.

As a recognised Private Training

Establishment with the New Zealand Qualifications Authority the company provides training across the meat, food, dairy, horticulture, agriculture, biosecurity and apiary sectors. Its courses focus on meeting national and international quality standards and are updated regularly in response to industry trends, customer issues and legislative requirements.

What’s Hot NZ Squeezed Lime Curd

AYAM Coconut Water

Barker’s of Geraldine continues to support NZ fruit growers with their newest product, a buttery yet refreshing Lime Curd made from Gisborne grown limes and squeezed on site in Geraldine. Lime Curd joins Barker’s other popular curd flavours; NZ squeezed lemon curd and passionfruit curd. Barker’s curd has grown in value by 10% in the last quarter*.

AYAM Coconut Water is a refreshing and revitalising drink for people on the go.

Made from the clear juice found inside a coconut, it is a natural source of electrolytes, making it an ideal alternative to energy drinks.

Coconut water is 99% fat free, cholesterol free, low in carbohydrates, and has less than 100kJ per 100ml.

With no artificial colours or flavours, this delicious drink is perfect for the whole family to enjoy!

*Aztec, Qtr to 24.06.12

Chew your way to fresh with new Eclipse Chewy Mints • Eclipse now comes in a delicious chewy texture • Enjoy instant freshness with our Spearmint, Peppermint, and Fruit Trio varieties in a stylish and convenient tin • Superior Product Delivery: more than 7 in 10 consumers who tried Eclipse Chewy Mints were willing to buy* • Double your chewable mints category sales with Eclipse Chewy**

For further information please contact your Wrigley representative or phone 0508 974 453. *Sensory Research 2012 **Based on forecasted growth of Eclipse Chewy Sales to 2014

Poonsin Vietnamese Dipping Sauce Poonsin has had over 80 years preparing seafood and in NZ they are known for their high quality fish sauce. We are pleased to now extend Poonsin’s range in NZ to include a Vietnamese Dipping Sauce which is the ideal condiment to serve with dim sim, spring rolls or seafood. Not as sweet as Thai chili sauce, this dipping sauce uses fish sauce as its base with strips of vegetables to give it texture & colour.

What’s Hot

To order, contact your Twin Agencies rep. www.barkers.co.nz

For more information please contact your local Wilson Consumer Products representative or phone 0800 651 044. www.wilson.co.nz

For more information on Poonsin Vietnamese Dipping sauce 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 AUGUST 2012 FMCG

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m a r ke t i n g

New adventures in television Ashley Kramer account director, Partisan Advertising

Consumer habits are changing, finds Ash Kramer.

Marketing used to be simple. If you had enough money, you’d run a television campaign and try to drown out your competition in the best ‘Interruption Marketing’ fashion. Throw in some print or radio and your job was done. If you didn’t have the required budget, then you’d do the best you could until you did. Then the internet and social media came along and things got a little more complex.

It’s all about to get even more complicated because television-viewing habits are changing, along with what people are watching. Check out these estimates from internet giant Cisco: Over three trillion minutes (that’s six million years) of video traffic will cross the internet every month in 2016.

That’s 1.2 million minutes of video streamed or downloaded every single second of every day.

Globally, the average internet user will generate 32.3 gigabytes of internet traffic per month in 2016, up 181% from 11.5 gigabytes per month in 2011.

The number of global networked devices will nearly double from 10 billion in 2011 to 19 billion in 2016.

According to a Q4 2011 Nielsen survey of connected device owners in the US, UK and Germany, using a tablet or smartphone while watching TV is becoming increasingly common. For example, 45 percent of tablet using Americans and 41 percent of smartphone owners use their device while watching TV every day.

These devices are often used as an alternative to watching the adverts, but they’re also sometimes used to find out more information about products shown in the ads or even in the TV shows. However, only a really

interesting advert is going to drag a distracted viewer’s attention away from his or her device.

There’s also the spectre of channel changing and ad skipping. A leading New Zealand based technology commentator recently said: “At home, the way I watch TV has undergone some pretty radical changes over the past 10 years. Nowadays I hardly ever watch live TV unless it happens to involve breaking news. The arrival of hard drive recorders also means television advertising is treated with the contempt it deserves and is swiftly dealt with via the fast forward button on my remote.”

That’s just one opinion, and the TV companies will tell you that more Kiwis are watching more TV than ever before, but look at your own family’s viewing habits. Ask your friends how they watch TV. Are they really just sitting there, meekly absorbing 20 minutes of advertising for every hour of programming? I sincerely doubt it. Hard drive recorders are one thing, but the situation will get even hairier for advertisers once the number of connected devices reaches critical mass and everyone is surfing away at the end of a fast, unlimited broadband plan until the TV grabs their attention again. It’s quite likely to be MasterChef, Boardwalk Empire or Sons of Anarchy that hooks them, not your ad.

So, TVCs are still the gold standard but is their effectiveness falling?

What are you doing to plan for the new viewing habits?

How are you reaching consumers while they’re on a wireless device or streaming video from overseas?

It’s time to look for new ways to talk to your consumers because technology is definitely giving them more ways to ignore your current messages.

Who gives a damn about Permission Marketing?

Not many people do, so why should you?

Simply put, it’s never been easier for consumers to ignore marketing messages.

Between the remote control, the hard drive recorder, tablets, smartphones and online content, TV ads are an instant away from oblivion. Radio stations can be changed, pages turned, web browsers closed and the rubbish bin is always hungry for direct mailers. In a world that’s bursting with advertising, why should consumers pay attention to yours?

54 FMCG july 2012

They won’t, unless you have their genuine interest and permission. To get this, you need to respect and understand consumers. Then you can start to talk to them, not at them. If you do this while your competition continues to yell, you’ll be amazed at what happens.

At Partisan Advertising, we live and breathe Permission Marketing, and because of this, we get serious results. That’s why we’re called The Sales Agency.

Call us when you want consumers to give a damn about your brand.

The sales agency Ashley Kramer 021 211 1936 ashley@partisanadvertising.co.nz partisanadvertising.co.nz

recr ui tm en t

Recruitment is a two-way street How can you engage top candidates? Fiona Hill explains.

It’s a jungle out there. We insulate ourselves in the safety of our car and battle on the roads fighting traffic, people like us trying to get ahead. We charge around the grocery store, the trolley our chariot as we simultaneously engage on the mobile phone. We multi-task to combat a shortage of our time, doing more with less.

Faster. Tougher.

In the war for talent you need to be just as aggressive.

When once you could lure talent to your business by publicising an advertisement suggesting this role ‘has it all’, the pickings are slimmer. Do not underestimate the importance the recruitment process has on candidates, a simple message, but one we find is still lacking. Often the candidates we seek are not active in the market and therefore those passive candidates need to be engaged even more than before. How do you keep candidates heavily engaged in the recruitment process?

Sell: This may seem obvious, but it needs to be reinforced. Gone are the days where an interview is one-sided, more often candidates are also assessing, evaluating and interviewing the interviewer. If you as the interviewer are a little passive, lacking in enthusiasm or running a one-sided interview, it may be you getting the negative feedback. Candidates want to hear what’s in it for them – research shows; people seek career advancement, the right cultural fit, flexibility, plus job security. Remuneration, whilst still of course a factor, is often not a key driver. When using a consultancy, they should provide insight into the candidates needs and wants for their career.Tailor your approach and sell

your opportunity on its merits and how this works for the individual you’re meeting.

Fiona Hill, consultant OCG Recruitment.

Wheel out the ‘Big Guns’: At the junior to mid level range where interviews are often conducted by line managers and/or HR - the impact of having a bright, up and coming candidate at this level meeting with senior management, including the CEO if appropriate can hugely influence the candidate.

If done in the correct manner, a quick ‘meet & greet’ will show this candidate that this company is not only serious, but portrays a cohesive, open and employeevaluing philosophy. Perhaps wheel out your own hot shot in the team and get that individual to talk through why they enjoy working there and the successes they have had.

Quick game’s a good game: Move quickly. I cannot emphasise this enough. That old saying, first in first served applies here – hot active candidates are going to be in demand and you want to beat your competition.

Having a stream-lined, fast process also shows you are serious, professional and decisive. As Colmar Brunton says “the most frustrating thing for candidates in a job search process is poor communication and a drawn out interview process”.

As the war for talent heats up, the victors will be those who follow these simple, but often underestimated points. Remember, as a consultancy we can get them to your door; however, you and your process makes the biggest impact on the candidate.

AUGUST 2012 FMCG

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Focus on point of purchase Have we entered a new era of consumption behaviour?

Planogram and in-store marketing experts explain.

N

ew Zealand’s specialist in-store media and shopper marketing agency Hypermedia has employed an exciting new line of advertising material within selected supermarkets across the country that is likely to change the advertising game in this country forever.

While in-store media and shopper marketing are relatively new disciplines in NZ, they have been fully entrenched in overseas markets for more than a decade and working powerfully to drive product sales.

The premise behind these disciplines lies in understanding the thought process a shopper goes through in the lead up to making their final purchase decisions and enabling brands to advertise in-store right where the shoppers are making these vital brand choices.

Many of New Zealand’s more savvy brands are already experiencing incredible sales results through 56

FMCG august 2012

engaging Hypermedia to execute various innovative new forms of in-store advertising. These include brands such as Pure Energy and Whittaker’s chocolate, which have activated their brands with in-store media campaigns implemented by Hypermedia and achieved excellent results.

Pure Energy’s in-store media campaign showed 42% more product units were sold compared to control stores without Hypermedia installations, while 42% more individual shoppers purchased Pure Energy drinks where the campaigns were installed.

Whittaker’s new Berry & Biscuit chocolate campaign was also control-tested in the Auckland market, comparing sales in stores without advertising with sales in stores that had Hypermedia installations. The results showed 22% more units sold and 22% more customers purchasing Whittaker’s chocolate where there

was an in-store campaign.

Hypermedia general manager Phil Neely says until recently NZ retail stores were not thought of as potential advertising mediums, whereas today FMCG brands are able to leverage this new marketing discipline, leading to increased sales.

“Traditional advertising platforms such as print and television no longer provide as much cut through because people have developed an immunity to bombardment from traditional message channels,” Neely says.

“A chocolate advertisement is more effective delivered next to a bar of chocolate . . . put simply, our proximity to products helps give our advertising offering the winning edge.

“We have entered a new era of consumption and shopping behaviour – today 68% of purchases in-store are unplanned, which needs to be addressed with creative solutions that speak to shoppers where it matters

featu re

most – the point of purchase.

“Through our in-store advertising, brands are able to get directly in front of 2.5 million shoppers per week. That’s an audience almost twice the size of a weekly television audience at a far more competitive advertising rate.”

In-store campaigns executed by Hypermedia include high-impact ‘in-zone’ media products such as floor decals, brand hangers and the latest in digital screen technology.

Space management planning It’s all about planning. It is the same with any facet of life, put in the hard

yards, do the planning and the results should come. Space Management is no different. To be truly credible when presenting Space Management plans, it is important to understand the category, says Robyn Pickerill, general manager Images in Space.

For example: • How many new products are about to be ranged?

• What are others in the category doing?

• What’s being promoted?

• Are there any new entrants to be ranged in the category?

• How will these factors influence demand?

• How should this influence my plan?

PLANOGRAM AND ONLINE SHOPPING ASSETS

The Images in Space Fetch database is the ideal place to start that planning.

With the recent purchase of the Image Net business, Images in Space can now offer the Space Management community access to an extensive array of images across all categories, all stored in one place.

Fetch provides users with a featurerich means of acquiring accurate, high quality product images, with barcodes and dimensions for ready use in planograms. With Fetch being Apollo and Spaceman compatible, there is simply no reason to present a planogram with images missing. If a professional and credible planogram

Image and Data Library

Fetch is a purpose built database with thousands of images and associated data designed and optimised for use in Space Management and Online shopping websites.

Call 0800 462 436 to talk to us about Fetch. www.imagesinspace.co.nz

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august 2012 FMCG

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Increase your Shop Ability.

How & why people buy - what it means for your business. ʇ Shopper Research ʇ Category & Channel

Development

ʇ Shopper Marketing Strategy ʇ Business Strategy ʇ Performance Improvement ʇ Training ʇ Capability & Measurement ʇ Structure & Process Change ʇ Retailer Relationship

Strategy

shop-ability.com Annette Piercy Group Account Director NZ Ph +64 27 300 8010 annette@shop-ability.com

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is what you are seeking start first by seeking your images from Fetch, says Pickering.

Searching for multiple products is simple and can be done using the ‘Barcode File’ search. Any products not found will be added to your personal watch list and you will be alerted once the image is sourced.

Category insights are an important part of Space Management planning and Fetch provides you with these insights. It is easy to view all assets held in Fetch across your category of interest. Log in there regularly and you will see who has added and deleted brand lines or any new entrants to the category. Fetch acts like your personal minder and tracks your previous downloads and notifies you of any product updates in your category, helping you with that vital planning process.

Fetch is simple to use, available 24/7 and 100% reliable,says Pickering.

So for that professional approach to presenting planograms, start your planning by signing up to Fetch. If you would like to know more about using Fetch and how it can help in your planning email sales@ imagesinspace.co.nz or phone 0800 462 436.

Mills Display Point of sale promotion is vital for any product’s success, stresses Amelia Moa of Mills Display.

“With today’s tough economy the fight to stand out and be more appealing than your opposition has become crucial. Consumers are tightening their purse strings and are being more cautious when it comes to spending,” she says.

“At Mills Display we know that creating an effective and eye-

catching display doesn’t have to cost an arm and a leg. Cross merchandising is a cost-effective, straightforward technique for successfully promoting your product. Merchandising boxes, dump bins and hangsells are a great way to utilise this marketing strategy.To really make an impact on the market, getting these products branded with your company logo and brand colours helps to create more brand recognition as well as create an eye-catching display.

Prime time merchandising Crossmark NZ managing director Grant Leach finds that consumers have a tendency to shop at similar times during the day due to prior commitments and lifestyle. For example, to buy something for dinner we shop at lunch time or after work during the week. This puts pressure on the retailer stocking the shelves as sometimes the stock depletes during the first rush hour and cannot be filled in time for the next busy period.

The obvious downside of the out of stocks (OOS) for both the retailer and the customer is lost sales. To overcome these issues and respond to peak sales periods, Crossmark has created a Prime Time Merchandising solution to minimise these OOS and maximise sales opportunities. From a bigger perspective, Prime Time Merchandising also prevents the shopper reaching out for a competitor brand as the shopper will often buy a similar product if they can’t get their preferred choice.

Crossmark NZ’s model was developed and refined by its parent company in the US for the manufacturer of the Chobani Greek Yogurt brand. In US stores the core range of yoghurt was often sold out by 11am each day. When the lost sales for these out of stock products were calculated on an annual basis, it equated to tens of millions

featu re of dollars. As a result, Crossmark US is in each store replenishing the chilled shelves at peak buying period to ensure the shopper gets their first choice in Chobani. Add to that a very happy retailer and manufacturer.

Learning from the insights of the US model, the Prime Time Merchandising model was developed and launched in New Zealand.

Prime Time Merchandising allows manufacturers to respond to their natural peaks and troughs in store by having their OOS rectified and not

losing sales. And when each brand is looking for growth, managing OOS through this unique model is a very simple way to boost both the top and bottom lines.

In a recent study undertaken for a Top 20 Grocery client when compared to control stores, the instigation of Prime Time Merchandising reduced OOS such that sales were lifted by an average of eight percent.

And of that, there was a massive increase in sales from Thursday to Sunday over and above as this is the prime shopping period.

Store

Prime Time Merchandising

OOS (weekly average)

Reduced by further 8%

OOS in Peak Shopping days

Reduced by further 13%

Sales increases – average NSV

Increased average 9%

Sales increases – Peak Shopping days – NSV Increased average of 14%

“Prime Time Merchandising has a proven ability to provide incremental sales at a favourable return on investment. Combined with the improved nationwide speed to market for new line activation, it is fair to say that significant incremental sales can be achieved. For example, having new lines cut in within 48 hours nationwide, as we do at Crossmark NZ, rather than the normal two plus weeks, can increase the extra selling days significantly.

What does an extra 10 selling days nationwide mean in dollar terms for new lines introduced to the market?

Plenty!”

For more commentary and a full length version of this article see fmcg.co.nz/features.

LOSING SALES ON THE WEEKEND? With CROSSMARK’s Prime Time Merchandising team you no longer have to accept a decline in weekend sales due to out of stocks. Make the most out of weekend trading by ensuring your product is on shelf when needed by your customers.

CROSSMARK have created a truly unique Prime Time merchandising solution to provide suppliers, manufacturers & retailers unparalleled execution within grocery over weekend & public holiday trading periods.

A matter of days can translate into thousands of new or lost sales. Improve your weekend sales and take a competitive advantage.

For the fastest way to market please contact

Shaun Russell 021 183 9940 Rachel Clayton 021 367 985 Visit us online www.crossmark.co.nz

august 2012 FMCG

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Z offers a local choice One of the largest rebranding projects in recent history is complete, with the local Z brand now dotting the landscape from Kaitaia to Bluff.

The last Shell service station in New Zealand became Z recently. This represents two local entities – the New Zealand Superannuation Fund and Infratil - coming together to buy the local downstream assets of one of the biggest brands in the world, returning it to Kiwi ownership and taking a bold decision to come up with a distinctly local brand, from scratch.

“We’re very grateful to our customers for giving us a chance to launch a brand new, local brand and for being generous with their feedback. A brand is an experience, rather than a logo and we’re committed to continually improving what we’re offering our customers,” said Mike Bennetts, chief executive of Z Energy.

The latest milestone marked the

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end of one era and the beginning of another that reflects the growing sense of confidence New Zealanders have in the ability to be world-class “and to do things our own way”, said Bennetts.

“We’ve replaced one of the world’s biggest brands with something distinctly Kiwi and we’re doing business differently. To top it off, profits stay in New Zealand, and flow directly back to New Zealanders via the New Zealand Superannuation Fund.”

Bennetts said Z is aware of the higher expectations placed on it as a local company and is determined to exceed them.

“Z is for New Zealand, but being local isn’t just about being for New Zealand. It’s also about being for Christchurch, for Whangamata,

“We’ve replaced one of the world’s biggest brands with something distinctly Kiwi and we’re doing business differently. To top it off, profits stay in New Zealand, and flow directly back to New Quick facts about Z Zealanders via the New Zealand • 208 retail sites and 93 truck stops • $35 million investment to Superannuation Fund.”

Mike Bennetts, chief executive, Z Energy for Balclutha and all the other neighbourhoods we operate in.

That’s why we’ve donated, or are in the process of donating, $5000 per service station to local charities or community groups that matter to our customers.

“Over the course of the Z brand rollout, we will have donated well over $1 million to around 700 community groups,” said Bennetts.

Since Z announced the national rollout of the Z brand on 3 November 2011, it has rebranded almost 300 service stations and truck stops across the country – that’s approximately a site a day.

“Keeping people safe was our primary focus during such a large, physical rebrand process. Considering that there were 87,360 installation hours worked, we’re really pleased

that the safety measures put in place and the commitment of our contractors meant there were no serious injuries.

“We specifically made the decision to employ local contractors right across the country to manufacture the signage and carry out the rebrand. The dedication they have brought to the task has been fantastic – we didn’t have a doubt, but we absolutely made the right decision in keeping it local.

“Thank you to our contractors up and down the country and to every one of the Z team who are helping to give our customers the service and experience they deserve.”

The rebrand might be complete, but Z has no plans to stop listening to its customers.

“Just because we have finished

rebrand • More than 3500 people employed nationwide for brand roll out and refurbishment • Over $1 million donated to around 700 community groups • 20,700 individual signage items manufactured • 14 km of canopy fascia panels installed • 100,000 LED lights installed • 36,000 cubic metres of old signage recycled or returned to Shell • 87,360 onsite installation man hours

rebranding, doesn’t mean we have stopped listening,” said Bennetts.

“We may not always get it right, but we are aiming for consistently great service, so we pay attention when customers suggest ways to improve.” l august 2012 FMCG

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Quest for the perfect pie Last year a cheeky spiced plum, port and apple pie knocked the classic meat pie off its perch to win the coveted title of the country’s top pie at the NZ Pie Awards. The 2012 Bakels Supreme Pie Awards were announced on July 24 and the question on everyone’s lips was ‘will a sweet pie triumph again?’ or will the perennial Kiwi favourite of savoury mince and cheese reassert itself onto the winner’s podium?

It turned out to be another big win for last year’s supreme award winners, Shane and Kathy Kearns of Viands Bakery, of Kihikihi, near Te Awamatu when their gingered peach & pear pie with Cointreau took out the Gold Medal in the gourmet fruit category and then went on to receive the Supreme Award.

The Kearns say winning the Supreme Pie Award did wonders for their confidence and also for their business. They went from a production run of 300 pies a day to up to 500 a day just after their first win and their business turnover has increased by a healthy 30 percent during the past year.

One of the most enduring and endearing food contests in the country, the Pie Awards are now into their 16th year. This year 4500 pies were entered from 444 bakeries. The panel of 18 judges included Bakels executive chairman Duncan Loney and celebrity chef Al Brown, who commented on the “magnificent” standard of this year’s pies. The Supreme Prize is worth $7500 cash, along with the coveted Supreme Piemaker Trophy, while Gold award winners receive $1000 cash.

The pie awards are judged in 12 categories, with a new category introduced this year: the Cafe Boutique category, to acknowledge the growing number of cafes serving a variety of tasty pies.

In the Commercial/Wholesale category, the Gold Award went to Goodtime Foods, the Silver Award to Dad’s Pies and the Bronze Award to Oxford Pies, while GWF Baking was Highly Commended.

The New Zealand pie market is worth in excess of $140 million a year and Kiwis chomp through a staggering 75 million pies a year. l

Supreme Award winners Shane and Kathy Kearns of Viands Bakery.

The New Zealand pie market is worth in excess of $140 million a year and Kiwis chomp through a staggering 75 million pies a year.

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the business of liquor reselling

A toast to

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There are only nine Trappist breweries, finds Keith Stewart.

Trappists are taking a strong legal position over abuse of their name in the same way champagne producers have. As beer gains ground as a credible, quality beverage it is fast developing a sophisticated market similar to that of wine at the highest levels, and there is no higher level than Trappist beers.

So expect to see more legal activity from guardians of beer authenticity with Trappist producers in the lead. A few years ago, Claude Guillou of the European Commission’s Institute for Health and Consumer Protection, encouraged action when he complained that little was being done to protect monastic brewers from the intellectual raiding of ‘commercial brewers’. This is in part a reference to monastic brewers’ inherent isolation from the commercial world, which they are committed to through their particular faith.

While this is not a problem faced by the corporate musclemen of Champagne, it is handicapping these craft brewers in the same way the commercial naivety of Stalinist-raised state brewers in Czechoslovakia compromised the integrity of Budweiser Budvar. In a face off with US corporate Anheuser Busch, the Budweiser name was deemed by many courts around the world as too compromised by certain advertisements to retain even a trace of authenticity.

Will the same thing happen to the Trappist brand, to which only nine

breweries in the world can lay authentic claim? Judging by such extravagant abuse as a recent case in Britain where a beer was marketed as ‘T. rapist’, there is a plethora of trappist-style brands and even Trappist bars, none of which have had even cursory contact with a monk, never mind a Cistercian of Trappist persuasion.

Protecting the brand Late last century the small group of Trappist monasteries in northern Europe cooperated in creating the Authentic Trappist Source brand, which signifies a product (beer, cheese etc) that is made by Trappists according to a strict set of guidelines, and sold on behalf of the monastery to meet costs. The balance is donated to charity.

Production rules are straightforward, the beers must be: • Brewed within the walls of a Trappist monastery, either by the monks themselves or under their supervision.

• The brewery must be of secondary importance within the monastery and it should be managed according to business practices proper to a monastic way of life.

• The brewery is not intended to be a profit-making venture. The income covers the living expenses of the monks and the maintenance of the buildings and grounds. Whatever remains is donated to charity for social work and to help persons in need.

• The brewery must be constantly monitored to assure beer quality.

Trappist beers!

Trappist beers come in a variety of styles, both dry and sweet, with their top ferment yeasts a standard throughout, as is bottle conditioning.

Each monastic brewery has its own deep well of brewing tradition, which in most cases is sustained through hightech oversight that ensures well defined character and quality standards.

The nine authentic Trappist breweries are as follows: Achel Chimay Orval Rochefort Westmalle Westvleteren Tilburg Mont des Cats Engelszell.

Five of these are in Belgium, and one each is in the Netherlands, Germany, France and Austria.

New Zealand beer lovers are lucky that there is a regular supply of one of these rare beers available, with Chimay on the shelves of all supermarkets where beer is taken seriously. The range consists of just three beers, but each delivers one of the great characters of international brewing.

All are authentic, brewed at and shipped from the abbey of Scourmont, in Hainaut, Belgium.

The blue label always carries a brewing date (such as 2011 in the tasting box). l Keith Stewart is writer at large for Mediaweb’s food group and foodnews editor.

Chimay Tripel (yellow label) 330ml • 8% abv Rich, creamy head on golden ale – beautiful. Ripe, hoppy nose has hints of biscuits and a refreshing cleanliness about it. Full, mellow impact with lovely malt/hop balance of flavours. Softly lingering with a nice twist of bitterness at the very end. A perfect balance of style and comfort, would be impossible to stop at just one of these.

Chimay (red label) 330ml • 7% abv Red-eyed beauty with a blonde head and a crunchy malt nose that is complex and slightly smoky, with hints of ripe straw. Firm, distinguished impact is all malt with immediate depth of flavour and a sustained palate with an edge of roasted barley. Hints of fruit and a very long, trailing finish that is nicely dry, at the very end begging romance with a plump fruitcake.

Chimay (blue label) 330ml • 9% abv Dark and lovely, with red tones at heart and a creamy, full head. Toasty nose is shot with fruit nuances and a dark maltiness. Very complex, ripe and mellow. Big flavour impact is immediately rich with malt flavours that are followed by fruit complexities, orange and apple in particular, with lovely balance and depth. Great beer full of flavour, interest and an edginess that is part crisp malt, part acidity and part yeasty fruit characters.

Has the winey attitude that the best of Trappist beers display, making it the perfect mealtime glass or two. I can imagine it with casseroled beef, or the best rabbit dish. It would even match the sophisticated company of the finest of all game, hare.

Distributor: Beerforce International. Ph 0800 233 736. Email: info@beerforce.co.nz.

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Value for money BWS tracked down some quality wines on a shoestring budget.

Lott’s vineyard at Whitecliff estate.

New Zealanders are more adventurous than ever when shopping for wine, but in a challenging economic climate the biggest drawcard is still price.

Thankfully, these days it’s not difficult to find a wine that is interesting to drink, pairs well with food and doesn’t break the bank.

One light and aromatic sparkling wine in particular fits this description perfectly. With notes of crushed rose petal, fresh pear and a hint of ginger aromas, Lindauer Pinot Gris is the latest innovation in the iconic Lindauer range.

Many other wineries in New Zealand also consistently deliver value-formoney. Gunn Estate and Whitecliff wines for example, are proudly distributed by the Sacred Hill Wine Company in New Zealand.

Towering white cliffs border the original vineyard site on the Whitecliff family estate in Hawke’s Bay. Pristine and graceful, they are a perfect inspiration for the Whitecliff range. Fruit forward, these easydrinking wines offer great value and enjoyment.

The Whitecliff varietals include Sauvignon Blanc, Chardonnay, Pinot Gris, Merlot, Shiraz and Pinot Noir.

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Dartmoor vineyard at Whitecliff estate.

Gunn Estate The Gunns have worked the land in Hawke’s Bay for generations. Back in 1920, George (Poppa) Gunn moved from Central Otago and purchased land in the Bay, still owned by the family today.

In the 1980s George’s eldest son, Alan, decided he’d turn his hand to grape growing and the first vineyards at Ohiti were planted. The affinity with the land is well and truly in the blood, so it’s no surprise that the philosophy at Gunn Estate, from day one, was that winemaking begins in the vineyard.

Winemaker Denis Gunn cut his teeth on the family estate vineyards, watching the first vines going in and then working in the vineyards

when he left school. He went on to become a highly respected winemaker and for him it has always been about crafting the best of the wine classics, time and time again – “nothing over the top, just quality wines that are great to drink”.

The varietals available from Gunn Estate are Sauvignon Blanc, Chardonnay, Pinot Gris, Merlot, Shiraz and Pinot Noir.

The passion and determination of three generations is alive and well in these wines today. It’s always been about heart and home at Gunn Estate, which is why the wines are so respected. There’s a reason good things don’t change. l

WINE UNDER

$20

2012 Gunn Estate Sauvignon Blanc This wine exhibits lifted aromas of tropical fruits, mango and lychee along with hints of grapefruit and lemon.

The palate is fresh and lively. Its citrusy flavours are balanced by welcome tropical notes. Good palate weight and length leads to a crisp, clean finish.

RRP $18.99 Sacred Hill Wine Co Phone: 0800 946 326 sales@sacredhill.com www.sacredhillwineco.com

2011 Gunn Estate Pinot Noir Aromas of ripe red plums with hints of strawberry and black cherries. Soft and seductive! The ripe fruit carries through on to the palate. The tannins are soft and the fruit flavours sweet.

2012 Whitecliff Sauvignon Blanc Clean fresh aromas of citrus fruits and lychee with grassy notes. Good intensity.

A lively palate with grapefruit and tropical flavours. Good balance and palate weight with a clean and crisp finish.

RRP $18.99 Sacred Hill Wine Co Phone: 0800 946 326 sales@sacredhill.com www.sacredhillwineco.com

RRP $18.99 Sacred Hill Wine Co Phone: 0800 946 326 sales@sacredhill.com www.sacredhillwineco.com

2011 Whitecliff Pinot Noir Spicy sweet berry aromatics with strawberry, vanilla and red cherry notes.

Lovely ripe red berry fruit palate with soft mouth feel and supple structure.

Lindauer Pinot Gris 750ml Pinot Gris is the latest innovation in the Lindauer range. Gisborneâ&#x20AC;&#x2122;s long, sunny growing season is perfect for growing the Pinot Gris grapes used in this wine.

Notes of crushed rose petal, a lift of freshly cut pear, and a hint of ginger aromas make Lindauer Pinot Gris a light and aromatic sparkling.

RRP $18.99 Sacred Hill Wine Co Phone: 0800 946 326 sales@sacredhill.com www.sacredhillwineco.com

RRP $13.99 Lion Phone: 0800 10 72 72 orders@lionco.com www.lionco.com

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The Natural Wine Company – more than organic Gisborne’s reputation for innovation and New Zealand firsts continues with the release of The Natural Wine Company’s wines. The new wine brand was celebrated at an event in July held in conjunction with the Department of Conservation, and Forest and Bird, at Gray’s Bush Scenic Reserve in Gisborne.

A Natural Wine Company spokesperson says the company takes the best about everything in New Zealand and bottles it. Clean, green New Zealand at its very best. The wines are made from grapes grown using natural farming techniques, organic viticulture and bio-dynamic methods. The wine is low allergen – with low sulphur and minimal additives.

The wine brand has formed a partnership with the Forest & Bird Society, which “gives nature a voice”.

The packaging is clean, modern and a little quirky.

The lone footprint on the front reminds us all to tread gently and the font resembles drift wood.

A QR barcode on the label links customers to further information about the wines and the philosophy behind the wines.

The Natural Wine Company is a brand developed and produced by Wrights Vineyard & Winery, which has been supplying boutique wines to fine wine stores and restaurants for over 12 years. Made in larger volume commercial styles, this wine brand is intended for the shopping trolleys of supermarket and liquor store customers.

Sourcing grapes grown from various regions, to showcase the best New Zealand has to offer, the current release in the range includes a Marlborough Sauvignon Blanc 2012 and Gisborne Chardonnay Viognier 2012. l

A decade of New World Wine Awards The judging for New Zealand’s premier consumer-focused wine awards began in July at the Westpac Stadium in Wellington, where a panel of 13 expert wine judges swirled, sniffed, sipped and savoured over 1000 wines from New Zealand and around the world.

This is the tenth year of the New World Wine Awards and the third consecutive year that the awards have received over 1000 entries, reflecting the increasing awareness and recognition of the awards among winemakers.

The New World Wine Awards uses the same internationally recognised 20 point system as other leading wine competitions, ensuring that winning wines are the best examples of their type. The only difference is that all wines entered must retail for below $25 a bottle and at least 500 cases must be available for sale. This ensures that consumers are guaranteed access to

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top-quality wines at affordable prices.

This year 164 wineries have entered the New World Wine Awards, 28 of which are new to the competition.

In addition to the distinction of an award that recognises quality on the same international scale as other wine competitions, winning winemakers are guaranteed national distribution and extensive brand exposure, driving sustained sales.

“The consistently high number of entries and consumer interest in the winning wines illustrates the value of these awards. Consumers can be assured that choosing a medalwinning wine from the New World Wine Awards means they are buying one of the best wines available in New Zealand,” says Jim Harré (pictured), chair of the Judging Panel.

The judges will award Gold, Silver and Bronze medals, and reconvene to select the Champion red, white and bubbles overall. The top 50 wines from the full array of medal-winners will be showcased online and in the New World Wine Awards booklet. The award winners will be announced on September 17.

“The results of this competition are eagerly anticipated by consumers. Last year over 250,000 bottles of the top 50 wines, with a retail value in excess of $3.3m, were sold in the first six weeks of the results being announced, and the Champion White sold out within 10 days,” says Harré. l

Sometimes less is perfect…

Mission Estate recently launched New Zealand’s first 500ml bottles of sauvignon blanc and syrah. Mission Estate is New Zealand’s oldest winery and has been making wine for 161 years, but that doesn’t mean it always follows tradition.

Last year, CEO Peter Holley and winemaker Paul Mooney read research that showed the New Zealand demographic is becoming older and increasingly urban, and living in smaller family units*. Kiwis also tend to be active and care about their health, participating in outdoor pursuits year round, as well as picnics and barbeques in the summer.

It was quickly identified that the standard 750ml wine bottle might not always suit the lifestyle of these market segments.

So, proving Mission Estate’s pioneering spirit once again, the Hawke’s Bay winery has just launched 500ml bottles of red and white wine. The perfect in-between serving size for

two, each bottle contains four glasses of wine.

“This innovative new format was created in response to the lifestyles of many of our customers,” says Holley.

“It’s ideal for a couple who like to enjoy quality wine with their meal at home, without having any wastage.

And it’s sure to be a picnic essential in summer. We think this new bottle size has the potential to be a real opportunity for New Zealand wine.”

The first two wines to be released in the 500ml bottle are the highly regarded Mission Estate Marlborough Sauvignon Blanc 2011 and the Mission Estate Syrah 2011 (Silver, International Wine Challenge). Like all Mission Estate wines, they are elegantly crafted and reflect true regional characteristics. Both 500ml wines are available now at selected New World stores, the Mission Estate cellar door, and online at missionestate.co.nz (RRP $9.99 - $12.99). l * Statistics New Zealand.

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Bright future beckons for Old Mout

25-27 September 2012 ASB Showgrounds, Auckland, New Zealand

On show at Foodtech Packtech 2012 L 160+ suppliers with new and innovative products and services L Learn more about the amazing new facility at The Foodbowl L Three full days of seminars brought to you by the NZIFST L View this years finalists from the NZ Food Awards. For information on the Awards Evening see our website L See NZ food innovation at its best at the NZ Food Innovation Showcase featured within Foodtech Packtech, brought to you by ATEED L View work from the winners of the Pride in Print awards L Pac.NZ will be launching their 2013 environmental packaging awards programme

Free online registration at www.foodtechpacktech.co.nz

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With a keen eye on Asia as the next market to turn cider drinkers into cider lovers, Old Mout Cider’s dedicated approach to making just cider appears to have paid off at the Asia Beer Awards 2012.

A nice shiny Gold medal was picked up for the already award-winning flagship apple cider, Old Mout Scrumpy, in the overall Cider (World) category, whilst an almost-asshiny Silver medal was awarded to the innovative seasonal release, Old Mout Hot Berry, ahead of all but one nonapple cider contenders.

Chief cidermaker David Sax says, “Adding these awards to the collection tells us that we must be doing something right, although a round of applause should go to the fantastic quality of the fresh Nelson apples that we use in all our ciders.

“Our aim is to continue to innovate and stay true to the Old Mout way of putting taste first and making cider for cider lovers,” Sax added.

Old Mout’s successes as an independent and dedicated cidery made the big boys of brewing sit up and take notice recently. The announcement of Redwood Cellars’ and DB Breweries’ joint venture, Redwood Cider Company, no doubt ups their chances of nabbing many more future awards amongst their three locally-produced ciders.

Redwood Cider Company, based in Nelson, will be fully operational from 1st October 2012, with brands including Old Mout Cider, Monteith’s cider, Johnny Arrow and Swedish import, Rekorderlig. l

Speight’s supports conservation work in Otago Otago can look forward to seeing a raft of positive environmental activity after the Speight’s Brewery Environment Fund was awarded to five independent conservation groups.

The fund is a long-standing monetary pool that is awarded to Dunedin-based environmental groups each year for projects being carried out in the Otago region.

Speight’s provides an annual donation of $25,000 to form the base of the fund. The remainder comes from donations received for water taken from the Speight’s Brewery spring-water tap, and any money made from the sale of reusable water bottles at the Speight’s Brewery tour store.

This year, over $43,000 was awarded to deserving applicants for conservation work that includes: predator trapping; the planting of natives; creating safe, predator-free breeding sites for seabirds; improving tramping and mountain bike tracks; and allowing whitebait to become a sustainable food source once again.

Chris Snow, Speight’s Brewery tour manager, is thrilled that Speight’s was able to give these varied groups a helping hand for their projects.

“The Speight’s Brewery has been a major part of the Dunedin community for over 135 years, and we really care about the beautiful region we live in,” he says.

Winners of the 2012 Speight’s Brewery Environment Fund include the Hawksbury Lagoon project, which aims to enhance, protect and conserve the habitats of wildlife and plant life; Save the Peninsula, which will enhance the habitat of native protected species in the Lower Smiths Creek Chris Snow, Speight’s Brewery tour manager. catchment on the Harbour Cone block in Broad Bay; as well as the Otago Peninsula Biodiversity Trust; the Forest and Bird Society and the Green Hut Track Group.

The Speight’s Brewery Environment Fund is an annually contestable prize pool, available for environmentally oriented projects operating within the boundaries of Dunedin City. Visit speightsfund.co.nz for more information. l

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n Bay.

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 an Anathoth gift box containing a selection of jams and chutneys plus an Anathoth tea towel. Anathoth is celebrating its 25th anniversary this year (see pg 12 for the full story). Just email your high res image with a caption and your contact details to: editor@fmcg.co.nz

Coke Zero morphs ‘Hero’ campaign.

w

into action for its ne

DIARY AUGUST 2-5

THE FOOD SHOW

25-27

FOODTECH PACKTECH

ASB Showgrounds, Auckland

ASB Showgrounds, Auckland

www.foodshow.co.nz

www.foodtechpacktech.co.nz

25-26

GLUTEN FREE FOOD & ALLERGY SHOW

27

NZ FOOD AWARDS

TSB Bank Arena, Wellington

The Langham Hotel, Auckland.

www.glutenallergy.co.nz

www.foodawards.co.nz

29-30

FOODSTUFFS NATIONAL GROCERY EXPO

OCTOBER

Claudelands, Hamilton

21-25

www.foodstuffs.co.nz

Paris, France

www.sialparis.com

SEPTEMBER 1

SIAL

THE GROCERY CHARITY BALL 2012

Langham Hotel, Auckland

NOVEMBER

www.grocerycharityball.com

2-4

14-16

THE FOOD SHOW CHRISTCHURCH

CBS Canterbury Arena

www.foodshow.co.nz

THE HEALTHY LIVING SHOW

Auckland

www.healthylivingshow.co.nz

6-8

DRINK TECHNOLOGY INDIA

Mumbai, India

23-28

THE 2012 FOOD AND GROCERY EXECUTIVE PROGRAM

www.drinktechnology-india.com

Mt Eliza Centre for Executive Education, Victoria, Australia

6-8

INTERNATIONAL PACKTECH INDIA

www.ifgm.com.au/learning/programs/ifgm/food-

Mumbai, India

executive

www.packtech-india.com

25

POPAI AWARDS

29

DELOITTE/MANAGEMENT MAGAZINE TOP 200 AWARDS

Hilton Hotel Sydney, Australia

SkyCity Convention Centre, Auckland

www.popai.com.au

www.management.co.nz/top200

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

Bring out the Best

with Best Foods Mayonnaise Speak to your James Crisp Account Manager about Best Foods

www.bestfoods.co.nz

Wellington

GLUTEN FREE FOOD & ALLERGY SHOW ma king life ea sier

25-26 August 2012 10am-5pm, TSB Bank Arena, Queens Wharf

• FREE SAMPLES • NEW PRODUCTS • FREE EXPERT SEMINARS • GREAT SHOW SPECIALS

ONLY $10 ENTRY

SENIOR CITIZENS DISCO UNT

CHILDREN UNDER 10 FREE

SUPPORTED BY

Seminar timetable at: www.glutenallergy.co.nz