FMCG September 2012

incorporating SEPTEMBER 2012 Volume 18 No 8 $9.15

THE BUSINESS OF MANUFACTURING • LOGISTICS • SUPERMARKETING

fmcg . co . n z

•

foo d ne w s . co . n z

new snack...

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N E PRODUW CT S

Ingham’s new Salt & Vinegar Chicken Goujons and Beer Batter Flavoured Chicken Wedges are the latest standout snack products to drive packaged frozen category growth.

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These crispy coated bite sized snacks made with 100% New Zealand chicken breast meat, will provide a sensational ranging addition.

range‘em... your customers will Love‘em.

For more information about Ingham Red Box or Bag range call Ingham’s sales department on 0508 800 785.

Category checks

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26 32 36

Cold beverages Household cleaners

contents

8 Editor’s note 10 Industry news 17 FMCG Online

september 2012

Up Front

Natural skincare

Regulars 15 Nargon

The Minimum Wage Amendment Bill

16 FGC

Katherine Rich finds misleading statements are cause for alarm

18 Nielsen

The latest research development from Nielsen’s Homescan Shopper Panel

20 Fresh and local In season

12

22 Feature

Postcard from Singapore

25 GS1

Dr Peter Stevens on illegal fishing and food safety

36 Health & Beauty Aisle Natural skincare

41 Profile

Fresh look for Health Basics

42 What’s Hot

New products in store

64 Snap

Spotted out and about

65 Diary

Your guide to upcoming industry events

22

OUR COVER Red Bull has announced the launch of the new Red Bull Special Editions in New Zealand.

contents

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

september 2012

Grocery business 46 Grocery business news 48 Recruitment

Quality counts, say NZ industry experts

50 Feature

Making sense of shopping behaviour

52 Profile

Fair Trade – a fair deal for growers

Convenience store and oil channel updates

54 Feature

Sweet treats

56 Nargon

Trina Snow on plain tobacco packaging

57

Directory

58 Feature

54

60

Hop heaven – a report from Beervana 2012

60 BWS industry news 62 Top Shelf

Good drops for a special occasion, or the perfect corporate gift

61

TALK TO YOUR BRANDLINES REPRESENTITIVE TODAY!

e ditor ’s note Vol 18

No 8

september 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

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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

Gazing into the future The FMCG industry is dynamic, fastpaced and full of surprises.

Just when you thought you’d seen it all, along come designer dresses made out of toilet paper and a new chocolate bar TVC fronted by the epitome of meanness, Paul Henry.We take a closer look at these campaigns on pages 12 and 13, respectively.

In an exclusive online feature on fmcg.co.nz, the legal experts at HGM gaze into the future, highlighting the pros and cons of a traffic light labelling scheme for NZ products and considering the recommendations made by the Blewett Report last year.

pushed up wheat prices. The hot weather in the US, fears of low wheat production in Russia, and rain in Brazil that has hit sugar production, all point to another year of raw material pressure for some food manufacturers.

This winter has been quite harsh for consumers, with some shops selling tomatoes at around $14/kg and kumara for more than $6/kg. And don’t get me started on the price of capsicums... I guess the lesson is to champion seasonal, local foods and to be aware that imports come with a sizable carbon footprint.

But spring is on its way! Specialist resource writer John Clarke brings us the latest produce updates on pages 20-21.

Growers know only too well that the weather can deliver some unwelcome surprises, but we are also managing our planet’s resources in an unsustainable way.

Some say that scientific advances will eventually come to our rescue. I was amazed to learn that a fantastic fungus can now produce the building blocks for plastics and that such biochemicals could contribute as much as 17% of the global chemical market by 2025. Let’s hope for many more innovations that will offer meaningful solutions for a better future.

Singapore is an inspiring place that is focused on innovation and a recent Citibank study concluded that it will be the world’s richest nation by 2050 in terms of per capita GDP. I was lucky enough to visit Singapore recently and you will find a few of my favourite snapshots and impressions on pg 22-24.

Meanwhile, the US is bracing itself for the impact of the worst drought in the country for 50 years. The US corn yield is expected to be the lowest since 199596, sending futures to a record high. The US also cut its forecast for soybean production and the revised predictions have

FMCG magazine, unlike some other industry publications, is officially audited every three months. Our team is very pleased to see the steady growth in the circulation of the magazine and we’d like to thank all our readers for their ongoing support!

Enjoy this issue,

The opinions and material published in FMCG are not necessarily those of the publisher except where specifically stated. © 2012 Mediaweb Limited.

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

Tamara Rubanowski editor@fmcg.co.nz

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news

New World for Westown Residents will soon see a significant change in the old Woolworths store, located on the corner of Wallath Road and Tukapa Street, in Westown, New Plymouth. The building is set to be demolished and rebuilt by its current owners, the Foodstuffs Wellington Cooperative Society. Marty Price, general manager property and retail development says, “Redevelopment of the site will kick off in September/October 2012 and we expect to be able to provide the local community with a brand new Westown New World by the end of 2013.”

Price says the new store will have a total floor size of 2050 square metres with a trading area of 1320sqm, and the market leading design will have plenty of natural lighting via skylights.

The store promises to offer all the benefits customers have come to expect from a New World – a great product range

with a focus on fresh and competitive pricing. In addition, customers will also be able to enjoy an in-store café and improved parking, all designed to enhance the overall shopping experience.

With an anticipated build time of 10 months, Foodstuffs expects to be advertising to fill both full and part-time positions at the store by mid-2013.

“We would encourage anyone interested in working at the store to keep an eye out for the future job ads,” says Price.

“A new supermarket development is always exciting for us; we really want to give Westown residents greater choice and something new when it comes to grocery shopping. The demolition of the old building signals the first major step towards delivering this offer,” says Price. l

Lion appoints new CEO Following the announcement that Rob Murray will step down as CEO in early 2013, Lion has now appointed Stuart Irvine to the position, effective 2 January 2013.

Irvine is currently CEO of Nestlé Russia and Eurasia – a $2 billion beverage and food business with 10,000 people, 14 production sites and multiple business models.

After finishing his education at Edinburgh University, Irvine started his career in sales at Procter and Gamble in the UK before moving to Spillers in 1996. Following the acquisition of Spillers by Nestlé in 1998, Irvine became managing director of Friskies Petfood, Spain and Portugal.

Irvine then moved into various managing director and CEO roles within Nestlé across the UK, Ireland, Netherlands, Poland and the Baltics, before taking up his current position in Russia.

Sir Rod Eddington, chairman of the Lion Board said: “I am delighted to welcome Stuart to Lion. Stuart’s extensive experience in fast moving consumer goods across a diverse range of markets and complex business models will be an

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FMCG september 2012

asset to Lion.”

Stuart Irvine said: “I am thrilled to be joining Lion and look forward to getting to know the business and its people. In addition to its strong stable of iconic brands Lion’s long-term and focused investment in its people and culture is what drew me to the role, and mirrors the approach I have taken at Nestlé.

Lion’s new CEO, Stuart Irvine.

“I am passionate about building brands and thrive on the fast-paced and dynamic environment the consumer goods sector provides. As the leading food and beverage business in Australasia, Lion provides the ideal mix of opportunity and challenge in an exciting and continuously evolving market.”l

NOW AVAILABLE FROM THESE DISTRIBUTORS. Red Bull is giving wings to a new national distribution model.

From 24th September 2012 Red Bull’s preferred distributors will only be:

RED BULL GIVES YOU WIIINGS. www.redbull.co.nz

news

A multi-layered campaign In 2009 and 2011, as an affiliate sponsor of New Zealand Fashion Week, Kimberly-Clark New Zealand, through its Kleenex Cottonelle toilet paper brand, ran a sponsorship, in-store and PR campaign around its widely acclaimed ‘Paper Dresses’.

Working with NZ Fashion Tech, classes of diploma students in Auckland and Wellington were challenged to design and make a dress out of toilet paper and three would then go on to grace the runway at New Zealand Fashion Week’s six Designer Selection shows.

In 2012, Kimberly-Clark and their agency Ogilvy worked with TVNZ to develop an integrated campaign that would amplify that idea.

Jason Biggs, senior brand manager, explains that New Zealand’s purchasers of toilet paper continue to be stuck in commodity thinking. Research showed that the majority of households only change-up their roll of toilet paper to a premium brand at Christmas or when visitors come to stay.

The team wanted a new campaign to convey that Kleenex Cottonelle toilet paper was “the best” people could buy, mainly because of its softness and strength, and also its ripples (the most visually identifiable expression of the brand).

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FMCG september 2012

They knew they needed to make the paper dresses concept more mainstream. They wanted to ‘bring it home’. They wanted people to ‘dress up’ their bathrooms with a toilet paper which was premium quality. And most of all they wanted an execution that would speak to the brand’s target audience across many channels about softness and strength.

Three stages of an integrated advertising, sponsorship, online and PR campaign were created, running from February to October.

Simon Wedde, Ogilvy group account director, comments: “The secret of great communications has always been brands that tell compelling stories and stand for something. Kleenex Cottonelle Paper Dresses does both. This was a huge personal journey for these young designers, so the documentary style the TVNZ team adopted was the perfect way to let their stories unfold. This is a fresh approach to an intriguing, nontraditional advertising idea, so partnering with TVNZ was a perfect fit,” he says.

The elegant dresses made from Kleenex Cottonelle toilet paper will again be seen on the runway at New Zealand Fashion Week in September. l

n ews Sweet comeback for Paul Henry He has sustained a successful media career with his acerbic wit and now his special blend of meanness will be seen in a New Zealand media campaign for a chocolate brand. Paul Henry will front the new campaign for Snickers ‘You’re Not You When you’re Hungry’, a global campaign which uses celebrities known for a particular hunger trait, as a metaphor.

The popular television star will portray the hunger state ‘meanness’ and joins an impressive list of international A-listers including: Betty White, Joe Pesci, Aretha Franklin, Liza Minnelli and Joan Collins who have featured in commercials in more than 56 markets.

Henry says he’s thrilled to be involved in the campaign, which celebrates what he believes is one of his most endearing traits.

“I am excited to be involved in something which essentially just allows me to be myself. I’m glad to be able to show that meanness can be fun and celebratory, and despite the old adage that it’s difficult to do, meanness really does come easy.”

The new TVC launched in August during ad breaks for the Bledisloe Cup. “It’s lovely to be involved in a bit of theatre where people aren’t taking themselves too seriously. I have enjoyed featuring in a campaign that started starring Betty White. It’s something of an honour.”

Snickers marketing manager Andrea Aguilar says the campaign was developed behind the universal insight that hunger makes a person weak and behave differently, ultimately affecting the people around us and the way we perform.

“What the commercial is trying to convey is that hunger can drastically change your personality. It’s saying that when you’re hungry you’re not on your game and that Snickers is the bar of substance that sorts you out,” says Aguilar.

Snickers is one of the world’s biggest selling chocolate bars and one of the top-selling bars in New Zealand.

The 2012 integrated global campaign will incorporate TV advertising, PR and digital activity. l

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The Minimum Wage Amendment Bill Government must resist pressure to lift minimum wage, says Trina Snow.

Dr David Clark, the Labour MP for Dunedin North and the party’s Revenue spokesperson, has drafted the Minimum Wage Amendment Bill to increase the minimum wage to $15 an hour. In late July, his bill was selected in the traditional ballot and will be considered by Parliament later in 2012. NARGON believes it should not be passed because it will have a detrimental effect on the very people it is purporting to help.

Explaining his rationale, Clark said,“increasing the minimum wage to $15 per hour will ensure hardworking Kiwi families can put healthy food on the table”.

He cited research from the Department of Labour showing that 264,000 workers would benefit from the increase, resulting in what he described as “extra earnings of $427 million a year for our lowest paid workers.

Most of that money will be spent on essentials – food, clothing and healthcare – and will go straight back into the economy.”

However, that Department of Labour research, the Minimum Wage Review 2011, contains several key statistics which Clark does not mention in his press release.

His change will add quarter of a percent to inflation through price increases, directly cost the Government $55 million in additional expenses and, most critically, cost an estimated 4000 to 5500 people their jobs.

Most of those 5000 or so people affected will be young workers, employees with little experience or people trying to re-enter the workforce after time away.

Supermarkets are large employers of these groups and so any increase in the minimum wage has considerable significance for the retail grocery sector.That is why we have constantly urged the Government to consider all the implications of lifting the minimum wage. Despite our advice, the minimum wage has risen steadily under the National-led Government with sizable increases every year.

A further and sudden 15.4% increase from $13.50 to $15 would be far too large. Excessive increases in the minimum wage cost vulnerable workers their jobs and deprive them of the opportunity to even gain a foothold on the employment ladder. National has belatedly recognised that the 2008 abolition of the Youth Minimum Wage has cost around 9000 16- and 17-year

Trina Snow, executive director, NARGON.

olds the chance to be employed, earning and building their skills in the workplace.

NARGON also rejects Dr Clark’s comments that “the proposed change will not affect most employers. And smart employers who already pay a living wage will be better off, as it will stop less scrupulous firms undercutting them.”

It is unfair to characterise employers who pay the minimum wage as “not smart”, “not paying a living wage” or “less scrupulous”.The minimum wage is set by Parliament and employers choosing to pay it to employees who choose to accept it, is completely legal and, in many low margin industries such as retail grocery, completely necessary. Hopefully the Parliamentary debate on the bill will avoid such inferences and stereotypes.

When asked how much the bill would cost employers, Clark admitted he does not know. However, by citing $427m of “extra spending”, he appears to be indicating that employers will be paying over $400m a year in additional wages as a result of the change. That will have a significant impact on many struggling New Zealand businesses.

Any vote on the bill is likely to be close. National, Act and United Future (61 seats) can still vote it down even if the Labour, Greens, Mana, Maori and New Zealand parties all support it. Only if Act or United Future breaks ranks will the bill be able to pass.

In any case, the Minister of Finance has the ability to stop the legislation with his Financial Veto. This allows him to reject any member’s bill which would impose significant unplanned costs on the Government. The Department of Labour research shows a direct cost to the Government of over $50m so this option is likely to be available to National.

NARGON believes the bill should be rejected because it will actually hurt hard working New Zealand employers and employees.

september 2012 FMCG

15

fgc

On sugar, heroin and muesli

Katherine Rich, CEO, NZ Food & Grocery Council.

Email: Katherine.rich@fgc.co.nz

Misleading statements are cause for alarm.

Consumers often compare goods and services before they buy them. For many, that’s what shopping is all about – comparisons – be it for clothes, cars, appliances, or groceries, or for price, comfort, durability, or taste. FMCG marketers know well that it’s not simply the price or reputation of the brand that can influence purchase choice. Other factors can be advertising, labelling, on-pack claims, and product features. But consumers also get their information from a wide range of other sources over which brand owners have no influence.

While reputable companies work hard to ensure their claims are fair, truthful, and accurate, this is not always the case with other sources of information, such as so-called experts and activists who exaggerate for effect or to bolster their arguments.

There are enough examples to fill a book, but one of the most recent examples is the discussion on sugar, which is fast becoming the fashionable target for commentary. Some recent claims about sugar have been outlandish.

America’s Dr Robert Lustig grabbed media headlines by calling the natural staple “toxic”, an “unmitigated disaster”, and a veritable “poison”, killing us all. If you think that sounds over the top, American television and internet health adviser ‘Dr Oz’ recently likened sugar to heroin and morphine because, he says, they “all stimulate the same receptors in the brain”. Sobering stuff from people of apparent academic standing, but not views held by most medics or nutritionists, who understand that in the course of a moderate and balanced diet, sugar, salt, and fat remain important components, providing taste, enjoyment, and other benefits. As for likening sugar to heroin … seriously?

While these claims and others of their ilk are

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designed to alarm and get good headlines, the analogies collapse under closer analysis. The problem is that in the meantime consumers become alarmed and confused, and in some cases this leads to unhealthy dietary outcomes.

Closer to home, there are regular examples of such misleading comparisons.

Recently, Consumer magazine did a survey of muesli brands, which found that one brand (of 75 tested) had as much salt and fat as corn chips, and concluded that when sugar was added the muesli was “a far cry from what you’d expect from a ‘health food’ cereal”. No surprise that it was the comparison with corn chips that appeared in the introduction to its article – that one result out of 75! Nor any surprise that daily media reported the story under the headline, ‘Muesli is as bad as corn chips’. Now, many Kiwis are great fans of corn chips but they understand that such snacks are not a reasonable substitute for the morning’s meal.

Corn chips with milk for breakfast, anyone?

Such stories sow the seeds of doubt in the minds of consumers by using comparisons, which are dubious at best.

In this case, muesli was unfairly beaten up, and the facts are clear. Most brands contain essential ingredients which form part of a balanced diet – a complex mix of cereals (generally whole grains), seeds, fruit, and nuts. Muesli is accompanied by the healthy addition of milk, which is important for people who might not otherwise consume it. Added sugars and fats are a very small component of muesli, and the dried fruit is high in sugar because natural sugars are intensified by the drying process. Sugar and fat levels are also increased by the sugar-based syrup or oil used in the toasting process. Further, most muesli contains items from two of the four food groups deemed by the Ministry of Health to be essential to a healthy diet – fruit and cereals. And when milk is added you have three of the four essential food groups.

By the use of misleading and even mischievous comparison, a healthy breakfast food was vilified. But as the old saying goes, “Never let the facts get in the way of a good story.”

@

What’s online

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

The power of third-party endorsement On fmcg.co.nz Kim Doran of Retail Meat New Zealand explains the benefits of joining the New Zealand Butchery Guild.

New Ponsonby development Progressive Enterprises has unveiled plans for its new site in Auckland, which will include a supermarket, specialty retail and office building and a mixed use commercial and residential architectural precinct. See all the details on fmcg.co.nz.

New Products

Silver anniversary for golden winery Which clever Irishman defied the critics and became the first to plant and produce wines in the dry, rugged Gibbston Valley, near Queenstown?

Find out more on fmcg.co.nz.

Food label wars

PL US

From Mac’s new pale ale, Shady Pale to Schick’s latest razor innovation – take a sneak peek at some of the latest product launches online.

Are we closer to a consensus for New Zealand? In an exclusive online feature, the legal experts at Hudson Gavin Martin consider new front-ofpack food-labelling systems.

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

Don’t put all your shoppers in one basket The latest research development from Nielsen’s Homescan Shopper Panel will provide valuable new insights for FMCG retailers and suppliers into how New Zealanders shop for their groceries.

I

dentifying the different shopping ‘missions’ across their customer base will allow retailers to better optimise their in-store merchandising initiatives. Nielsen has identified six key shopper missions; • Main shop (relatively high number of items purchased and basket spend) • Top-up (standard top-up for key items – such as fresh items – needed between main shops)

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FMCG september 2012

• Dinner tonight (buying ingredients for a meal today or tomorrow) • Promotion shop (driven by the desire to purchase a specific item known to be on promotion) • Special event (such as a special meal or family occasion) • Emergency shop (last minute shop to buy something required urgently).

With close to $15 billion being

spent on groceries in supermarkets each year, the stakes are high to better understand what drives shopper behaviour. New Zealand households shop on average almost two times per week in a supermarket. As the chart illustrates, almost half (49%) of these missions are for top-up shops, with an additional 12 percent of missions being driven by either special events, emergency purchases, dinner tonight requirements, or the lure of specific items on promotion.

Although only 40 percent of missions are for main shops, from a dollar sales perspective these contribute to almost $7 out of every $10 spent in supermarkets, and therefore something every retailer wants to protect and grow. Top-up shops also offer an attractive prize for retailers, contributing to over $4 billion, or 30 percent, of all spend in supermarkets.

Tesco in the UK has recognised the need to cater for various shopper missions by opening a new ‘Food to Go’ concept to reinvigorate its food offer. The group is trialling a 150 square metre shopin-shop area with products on offer changed throughout the day to help maximise sales. Product range will be altered throughout the day with products such as bread, croissants, yoghurts and granola featuring in the morning for customers looking for a breakfast snack. Soups, salads,

featu re and pizza slices will feature at lunchtime, whilst in the evening Tesco will introduce products such as whole pizzas, chickens, and ready meals.

Companies like 7-11 in Japan have been practising this activity successfully for many years.

It is also fascinating that missions such as dinner tonight are more prevalent Monday to Wednesdays, while special event shops occur more often on weekends. In addition, certain categories are more likely to be more or less important to certain mission types – for example, alcohol features heavily in special event baskets, fresh foods are frequently found in dinner tonight missions and nappies are a key driver for promotion shops.

There is no doubt that understanding shopper missions allows retailers to better understand their customers’ needs, and address these in a way that gives them a competitive advantage.

“Understanding shopper missions allows retailers to better understand their customers’ needs, and address these in a way that gives them a competitive advantage.”

Sarah Smith, senior manager FMCG, Nielsen NZ We also know through our research that the mix of missions varies by retail banner, again providing retailers with an opportunity to capitalise.

Nielsen collects this data from a continuous panel of 2500 households on an ongoing basis, identifying what mission each household was on for every grocery shop. This translates into thousands of shopping trips and millions of dollars in expenditure, of-

fering the richest source of shopper behaviour available that covers all grocery retail banners.

Nielsen’s Shopper Missions is part of the Nielsen Homescan Panel.

For more information contact Sarah.E.Smith@nielsen.com.

WE’VE CHANGED FOR

For nearly 150 years New Zealanders have turned to us for knowledge on the issues affecting our country. We’ve celebrated the best and confronted the worst. We’ve seen this country change, and now we’ve also changed, for the better.

To book an ad in the new weekday Herald contact your APN account manager on (09) 373 6400 or to find out more visit www.nzherald.co.nz/themoreyouknow.

september 2012 FMCG

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

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

IN THEIR PRIME Kahawai, piper, blue and silver moki, also fresh ling, hoki, scallops and Pacific oysters.

Lots of citrus: lemons, limes, navels, and mandarins. Still some yams, parsnips and the last of the best Brussels sprouts.

Cervena, lamb and veal.

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FMCG FEBRUARY 2012

FISH & SEAFOOD Still a good time for kahawai. These will be ring-netted fish and therefore damn fine quality.

The fresh season for ling also started in June and will run until November; this is a fine fish when eaten fresh.

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

Turbot and brill come from the west coast of the South Island and have always been a specialty in the area but now a few of these wonderful large flatfish are turning up in our other fresh fish markets.

Warehou This is another southern species. The main season is on and the price is always reasonable.

MEAT We can expect a short-term drop in prices for most New Zealand red meat over the next month.

Sheepmeat Lambing is away in Canterbury, Marlborough and the Hawke’s Bay with reports that sheep are in good condition. Mid to late August saw lambing flocks growing, but newborns arrived to wet muddy pastures although temperatures are not too rough. So barring a really bad cold snap all looks on track for a good lamb harvest.

Numbers through the works are now tracking along normal lines with average weights at half a kilogram heavier than last year. The trend is easing and at time of writing the schedule was at 533c/kg on average, 165c/kg behind the same stage last year, equating to $28.87/hd for a 17.5kg lamb.

Beef Until recently many beef chains have been closed for winter maintenance, but there will be improved throughput from now on, hopefully. Local trade prices for beef are on the rise and at time of writing were at 430-440c per kg.

For all that our grass-fed beef is the

best in the world and is worth every damn penny we have to pay for it.

Cervena Marketing this product as a healthy niche meat choice seems to be working, and with stable breeding numbers and production that is forecast to grow steadily things look very sustainable. Fewer older animals are now being killed and the weighting of the schedule allows increased returns for better weights.

Veal is good value for money at this time of year though it does have a very short fresh season; only months, so make the best of it.

The large number of dry stock farms converting to dairy has had a positive effect for our industry; that of putting a lot more veal products into the marketplace giving us good supply and softer prices.

The dairy industry produces 2.5 million bobby calves per year and most of them are turned into veal mince, but a good number are finished for white veal and a newish product released last year known as Rose Veal.

Rose Veal is a gourmet product, the result of five months of fattening calves, giving smallish succulent primal cuts such as racks, shortloins, scotch fillets etc. This veal is very juicy and so tender that even lesser cuts such as topside are also suitable for fast cooking methods.

Keep an eye out for this veal as it will be available this spring.

Much of the processed pork we see is made from imported raw carcass meat. Labels may say ‘product of New Zealand’ but often fail to mention that the pig was actually farmed overseas.

These producers do not have to meet New Zealand regulations when it comes to matters like feed and hormones.

This is another good reason why we need decent country of origin labelling in this country. These products still have good traction in the marketplace mainly due to a slight price advantage, the fact that we are net importers of pig meat and the labelling laws that do their

best to keep the shopper ignorant. But be aware, there is building customer resistance.

So just a note on a couple of the better processed pork suppliers from 100% New Zealand pig producers that care about their animals.

Freedom Farms bacons and hams are an excellent product from happy, stress-free New Zealand pigs. Harmony Foods is producing great small goods, cured products, salamis, and a range of dry cured bacon and ham – for my money some of the best in the country.

Also check out its ready to use range of pork ribs. And of course Kiwi bacon and ham are 100% New Zealand pork and a fine product.

FRUIT Apples Only a couple of months and then it is imported rubbish.

Avocados The new season Hass and Hayes (pebbly skinned), our best avocados are here.

However, it is reasonable to expect

the new season prices to be strong.

Citrus This is the time for our local citrus varieties. Tangelos will be the best buying from mid to late September.

Pears There will be a Kiwi pear or two about but they are deteriorating from now on. The nashi hold on a little longer. Imports are here though.

Stonefruit It is all the imported pretty (but pretty tasteless) stuff at present.

Just two or three more months to wait though and we will see the first of the early local fruit in the markets.

Strawberries The first New Zealand strawberries arrive shortly.

VEGETABLES Expect tight supply for early spring vegetables and all prices to stay firm for another month or two.

As with last month best buying are carrots, parsnips, swedes, the turnips including Kohlrabi, celeriac and main crop potatoes and – believe it or not – towards the end of the month the first new potatoes, so all round it is a good month for a root. Yams and fennel bulbs are good quality but pricey. Brown onions, and leeks are in good nick and good buying but good Kiwi garlic is still bloody expensive.

Artichokes (globe) The first globes will be in the markets in a month or thereabouts, with supply increasing over spring.

Asparagus The first New Zealand new season spears will be here any minute and it only gets better. Early prices will as usual be exorbitant but soon fall back and then it is four months of sheer bliss as shoppers go crazy for them.

Herbs All the fresh herbs except tarragon are available all year, but with the bad weather prices for all the annuals are still up and will stay up until October at least.

Kumara All varieties of the last season’s crop are starting to lose a little quality but don’t appear to be too woody yet, so it is going to be up to you to demand the best available.

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Postcard from Singapore Tamara Rubanowski finds amazing food and shares a drink with Yeo’s marketing vice president, May Ngiam.

S

topping over in Singapore on your next business trip?

This futuristic metropolis is one of my favourite destinations. Despite being a melting pot of many exotic cultures, the city is a clean and safe haven for weary travellers and offers a feast for all the senses on any budget.

If you, like me, enjoy venturing off the beaten track to dine with the locals, then you must visit the hawkers’ food stalls near the beach where you can try spicy satays, fragrant stir-fries, laksas, chilli crabs and much more.

The plates are only a few dollars each.

Wash it all down with chilled beers or 22

FMCG september 2012

fresh coconut juice, with your feet in the warm sand and with views of the ocean. I was lucky enough to meet Yeo’s marketing vice president May Ngiam (pictured on opposite page) there, who recommended some favourite traditional dishes and shared interesting new product insights with me. Part of the YHS group of companies,Yeo’s is a well established household name in Asia, much like Heinz Wattie’s in our region.The company’s proud history dates back to the early 1900s, manufacturing a wide range of products from cooking sauces to noodles, sesame oils and beverages.

Many of Yeo’s products are exported

to New Zealand and available here from Oriental Merchant.

World famous Kiwi baker For modern café-style food with a New Zealand flavour, Dean Brettschneider’s ‘Baker & Cook’ comes highly recommended. The popular bakery is based in a residential area in Singapore and serves a world-class signature range of baked goods, delicious breakfast, lunch and dinner options, accompanied by fantastic coffee and fine wine. You can also choose from a beautiful selection of Baker & Cook own-brand range of

featu re

jams, chutneys, handcrafted packaged cookies and homemade granola.

Brettschneider (pictured above, centre) has come a very long way since leaving school in Rangiora in New Zealand. Once he decided on baking as a career, he was named NZ Apprentice of the Year and this was the first of many baking awards that have all helped to make him one of the most respected and well known bakers in the world. His Global Baker brand now extends to bakeries in Shanghai and Auckland and he is making plans for new opportunities in Copenhagen, and Abu Dhabi as well.

Spectacular dining venues Visit the rooftop restaurant at Mustafa Centre for good quality vegetarian meals and authentic Indian curries where you can enjoy views over Little India, complete with fairy lights and exotic scents wafting up from the streets and temples below. You will find good value for money there with a complete dinner available for less than $10. In this part of town, you will be served Chai tea or ginger tea with your dinner and there is not a lot of wine or beer in sight. Alcohol is relatively expensive in Singapore – a strategy designed by the government

to de-incentivise consumption, and perhaps one of many reasons why this little country is still one of the most productive in the world.

At the other end of the spectrum, Marina Bay Sands Hotel offers the finest dining options in a spectacular setting that is simply out of this world. The new complex consists of three unique hotel towers crowned by the magnificent Sands SkyPark.

With over 2500 rooms and suites, this is the biggest hotel in Singapore, overlooking the South China Sea, Marina Bay and the Singapore skyline. There are 230 luxury suites that come with butler service and september 2012 FMCG

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feat ure

privileged access to VIP areas. The wide array of foodie experiences range from South East Asian specialties and exquisite Chinese fare to a Michelin-starred restaurant, as well as a European-style patisserie (pictured above) and KU DÉ TA, an uber-cool lounge.

The Sands SkyPark is an architectural masterpiece which sits on

top of the three hotel towers. This 1.2 hectare tropical oasis is longer than the Eiffel Tower is tall, and large enough to park four-and-a-half A380 jumbo jets. It extends to form one of the world’s largest public cantilevers; built at a height of 200 meters. Its lush, landscaped gardens are home to 250 trees and more than 600 plants. At a total of 12,400 square meters of space it is big enough to fit three football fields.You can visit the viewing platform, but hotel guests have exclusive use of the 150-metre infinity swimming pool, the world’s largest outdoor pool at that height.

By 8pm every night, The Club at Marina Bay Sands offers an indulgent Chocolate Bar concept that is open to the public and it’s the per-

fect way to finish the day in this exhilarating city.

If you are in Singapore for just a few hours, you will find the best airport services imaginable. Free movies and games for the kids, peaceful quiet zones for relaxation, indoor gardens and excellent shopping and dining options mean that you can enjoy your transit time to the max.

Did you know . . .

With a population of 5.4 million, Singapore is one of our closest trade allies in Asia. Imports from New Zealand include beef and dairy products, with two-way trade worth nearly $3 billion.

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Serendipity Dr Peter Stevens on illegal fishing and food safety.

I think the right word is serendipity when requirements or systems for seemingly different initiatives converge on a common set of solutions.

Recently I was asked by the Seafood Industry Council to take part in a workshop on traceability requirements for the export of seafood. On the programme were experts from New Zealand such as Alastair Macfarlane (GM Trade & Information, Seafood Industry Council), Dr Bill Jolly (Ministry of Primary Industries) and Dr Jennifer McEntire (an expert to the US Food & Drug Administration [FDA]). On the agenda for discussion were the implications of the new Food Safety Modernization Act (2011) in the US and moves in the European Union to tighten up on illegal fishing.

In the US the Food Safety Modernization Act (FSMA) had its origins in the large-scale food safety incidents in the past decade which led to many deaths.

In particular, Section 204 of the FSMA is focused on setting expectations on all links in the food supply chain around tracking and tracing. These expectations are scaled for the type of facility, type of food and risk profile of the business (eg, vegetables versus seafood or meat; targeted at local consumption, food service or export, etc). Section 204 also has requirements for record keeping, again scaled for the business.

The US FDA is funding a variety of pilots to see what record keeping for traceability and recall uses will look like, with tomatoes being a worked-through case.

Meat, produce more generally, dairy and seafood are also included in the work plan.

The industry is of course not being idle around developing a response to the FSMA, and I learnt about the excellent work led by the US National Fisheries Institute outlining how the US seafood sector can deliver in a practical way, industry-standard (and FSMA-compliant) traceability, automatic data capture and record keeping (download the guide at www.aboutseafood.com/ about/us-seafood-traceability-implementationguide).The useful guide links more traditional HACCP food management processes to track and trace. This work is being looked at by the NZ Seafood Industry Council and Seafood Standards Council for adoption here. Why re-invent the wheel, eh?

On the other side of the Atlantic work done under the auspices of the 2009 EU Common Fisheries Policy establishes a comprehensive control regime across the whole of the chain of production through to retail sale (both for wild caught and hatchery-sourced seafood).

Dr Peter Stevens, The interesting, but quite scary part of the CEO, GS1. development of the Common Policy is the Email: peter.stevens@gs1nz.org.

Implementing Regulations that have been promulgated recently with effective requirement dates ranging from now (2012) out to 1 January 2015 (Commission Regulation EU 16/2012, Implementing Regulation EU 404/2011). These regulations are progressively mandating traceability and record keeping but also labelling requirements. In many cases the bottom line of these requirements is that the vessel identification, location catch date and other key attributes will have to be labelled on product right through to the consumer product.

This is a big deal.

These requirements are not only designed to have a food safety benefit, but also to assist with detection of illegally caught fish. When we think of illegally caught fish we might think of boats in the dark of night catching high value species and selling the fish off the back of a truck. This does occur, of course, but seemingly a larger problem is the co-mingling of legitimately caught quota seafood with other illegally caught fish that looks the same.

Strangely enough – hence the serendipity in the title – is that in their fundamental approach both the US and European moves are converging on a common approach. Luckily, this approach is not too much of a shock and some industries in this part of the world have been trailblazers for traceability. I’m thinking here of ENZA and Zespri in particular.

Hopefully we will be able to position ourselves well for a ‘gold medal’ in exporting in the future.

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Thirst for innovation

FMCG finds value, pack size and innovation are key drivers within the cold beverages category.

E

nergy drinks have come a long way in recent years and their popularity just keeps on growing.

One of the most iconic brands, Red Bull, has announced the launch of the new Red Bull Special Editions, available from 24th September 2012 in New Zealand.

The Special Editions have the same effect as Red Bull, which vitalises body and mind, and will be available in three flavours: the Blue Edition has the taste of blueberry, the Silver Edition the taste of lime and the Red Edition the taste of cranberry.

“The flavour segment is the fastest growing segment in energy drinks, fuelling 65% of the +$5.7m growth in the category*. Flavoured energy drinks are becoming increasingly important in the category, with $18.9m in value sales, and holding a 13.4% share*,” says Red Bull New Zealand general manager Gavin Pook.

“Red Bull has played a major part in creating and shaping the energy drink category; the time is now right to offer consumers more choice and bring new consumers into the category through our new flavours and products. This is an exciting time for Red Bull and the category as a whole. When Special Editions launched recently in Germany it successfully drove 400,000+ new shoppers to the category and Energy Drink penetration increased by +1%; we are looking forward to achieving strong results in the New 26

FMCG september 2012

Zealand market.”

Red Bull plan to drive high levels of trial and awareness of the new products through a strong sampling and ATL campaign, and visibility through POS in-store. Pook says: “Retailers that leverage display instore and ensure the new products are cold and have high availability for trial, will ensure they maximise their sales during the launch period.” *Source: Nielsen NZ – Grocery, Petrol & Convenience Scan, MAT to 15/07/12.

Barker’s “Barker’s of Geraldine makes the #1 selling fruit syrup in the New Zealand grocery market,” says marketing manager Danielle Esplin.

The range includes Barker’s squeezed New Zealand fruit syrups, made from locally sourced berries squeezed and bottled on site, as well as the citrus range of Barker’s fruit syrups. All the fruit syrups are preservative free.

“Barker’s syrups business has seen excellent growth in the past couple of years and Barker’s has risen to become the top selling fruit syrups brand holding 21.4% value share and 20.2% value growth (Aztec, MAT to 22/07/12),” says Esplin.

“In a category where there is no growth, we are very proud of our achievements especially given we are a New Zealand family-owned business, still located on a corner of the family farm in Geraldine, South Canterbury,” says Esplin.

Growth has been achieved through the launch of three new innovative skus last year: NZ squeezed lime, Lemon, ginger & honey and the popular Orange, barley with passionfruit syrup, which picked up the top award for the best product made by a small producer at the most recent NZ Juice and Beverage Association awards.

“We were excited to win such an accolade, given Barker’s was up against multi-national companies who dominate our category,” says Esplin.

Barker’s is planning to continue the growth with ongoing development of its syrups range.

“We have found that, as we chat to New Zealanders in-store about our syrups, they have supported us wonderfully by recognising the quality of our berry fruit syrups. Shoppers enjoy hearing that we staunchly use squeezed berry juice, not fruit juice concentrates like our competitors.The difference is noticed in the exceptional flavour, and people love that as a result Barker’s berry fruit syrups deliver a rich source of antioxidants.

“Our supermarket demonstration team continue to engage customers by offering our selection of drink ideas, including using our syrups as mixers with your favourite end of day tipple and as an ingredient in cocktails or children’s mocktails. However, a glass of Barker’s syrup mixed with ice cold sparkling water on a hot day or mixed with warm water on a blustery autumn day is still the traditional and preferred serving suggestion.”

cold beverages Ocean Spray “Total ambient drinks’ value growth is 1.1% (Aztec, MAT to 29/07/12) and within the category, total cranberry – including blends – value growth is 2.4%,” says Anne-Maree Ogilvie, Ocean Spray’s general manager for Australia and New Zealand.

“The total cranberry segment continues to outpace the growth of the total ambient drinks category,” she says.

“Ocean Spray’s cranberry drinks range has enjoyed solid baseline growth sales of 6.3 percent during the previous year (Aztec, MAT to 29/07/12) and we expect this to continue as we maintain our investment in an integrated marketing campaign.

“There is a large body of research that supports the health story behind cranberries. Ocean Spray is one of the few cranberry brands in New Zealand that is able to make the relevant linkage.

We expect interest in health and wellbeing will continue to grow and

consumer demand for healthier drink options to grow with it.”

The Ocean Spray beverages’ product range available nationwide in supermarkets is: • Ocean Spray Cranberry Classic in 1L and 1.5L PET bottles • Ocean Spray Cranberry Light in 1L and 1.5L PET bottles • Ocean Spray Raspberry Cranberry, Cranberry Pomegranate, Cranberry Blackcurrant, and Ruby Red Grapefruit in 1.5L PET bottles • Ocean Spray Cranberry and Light Cranberry Refreshers available in 1L tetra prisma.

Coca-Cola Often recognised as one of the most successful brand extensions in history, Diet Coke is celebrating a milestone this year – it’s 30 years young!

Diet Coke campaigns are renowned for speaking directly to the brand’s core ‘believers’ – calorie-conscious women,

young and old who stand by the original Diet Coke refreshment. The recent 2012 campaign, ‘One Calorie Burnt in a Moment’ showcased a series of risqué everyday moments in which energy is easily burnt, reinforcing that Diet Coke has less than one-calorie in every 200ml.

Coca-Cola Oceania’s marketing manager Brid Drohan Stewart said the campaign will return in September and October, supported by key placements in magazines, digital, outdoor and tactical advertising.

The following brands of the Coca-Cola system are available in NZ supermarkets: Coca-Cola, Coke Zero, Diet Coke, Fanta, Kiwi Blue, Schweppes, Lift, Powerade, Lift Plus, Mother, Keri, Thextons, Glaceau Vitaminwater, Rose’s, e2, Deep Spring, L&P, Pump and Baker Halls.

Among new launches in the last 12 months are: Glaceau Vitaminwater low calorie (replaced Glaceau

THE BREAKDOWN Current MAT to 15 July 2012 Total Fruit Juice Drinks: $133.366m Value % Chg vs YA -3.6 T. Fruit Drinks: $24.725m Value % Chg vs YA -1.2 T. Fruit Juice Shelf Stable: $100.226m Value % Chg vs YA -3.7 Total Cordials And Syrups: $47.535m T. Vegetable Juice: $8.414m Value % Chg vs YA -8.1 Value % Chg vs YA -0.8 T. Cordials: $19.719m Total Sports Energy Drinks: Value % Chg vs YA -4.4 $105.945m T. Presweetened Powdered Value % Chg vs YA 11.1 Beverages: $26.788m T. Non RTD New Age Beverages: Value % Chg vs YA 1.8 $674,427 T. Soda Syrups: $1.027m Value % Chg vs YA 115.4 Value % Chg vs YA 4.5 T. RTD Energy Beverages: $73.632m Value % Chg vs YA -16.1 Total Milk Drinks: $41.160m Value % Chg vs YA 1.6 Total Chilled Beverages: $54.051m Value % Chg vs YA 4.6 T. Fresh Flavoured Milk: $23.129m Value % Chg vs YA 11.2 T. Fruit Juice Chilled: $30.922m Value % Chg vs YA 0.1

T. RTD Energy Shot: $95,657 Value % Chg vs YA -51.1 T. RTD Other Beverages: $1.788 Value % Chg vs YA -11.6 T. Sport Drink: $29.755m Value % Chg vs YA 1.1 Total Carbonated Beverages: $315.679m Value % Chg vs YA 2.7 T. Carbonated Fruit Juice: $7.025m Value % Chg vs YA -14.2 T. Carbonated Mixers: $22.581m Value % Chg vs YA 1.7 T. Carbonated Soft Drinks: $286.073m Value % Chg vs YA 3.2

* Nielsen New Zealand ScanTrack (Databank)

september 2012 FMCG

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Vitaminwater); Coca-Cola Zero Vanilla (limited time only); Fanta Grape (limited time only) and Fanta Pineapple (limited time only).

Keri cranberry lite and Keri cranberry grapefruit were launched in August 2012.

Paul Fitzgerald, general manager Coca-Cola Oceania says, “Speaking specifically about the grocery channel, the current trends include: • Delivering solutions that fit with the current consumer need in terms of value and economy. For example, bundling or offering packs that fit multiple consumer budgets.

• Working collaboratively with customers to meet their need, and consumer demand for, the right pack (size and format), for the right occasion, at the right price.

• While variety has its place, the longevity and growth of trusted brands will remain strong.”

Hansells In the cordial market Hansells Food Group manufactures and markets an old favourite – Thriftee. Most New Zealanders remember drinking Thriftee as a child, particularly at large gatherings such as school camps or athletic days. As the name suggests Thriftee is an economical beverage choice with each bottle making over 20 litres. Thriftee is also sugar free and is suitable for diabetics.

Susan Harvey, senior brand manager says:“With recent economic conditions Thriftee has continued to be a popular choice and in September 2012 a new Cola flavour will be added to the range.

The Cola variant is a caffeine-free variant and has been designed to be mixed with chilled soda water for best results. Alternatively it can be mixed with cold water. With making your 28

FMCG september 2012

own soda water at home becoming more popular consumers can now serve the complete Thriftee range with soda water for a bubbly treat.”

Also in Hansells Food Group’s portfolio isVitafresh, another childhood favourite. Moving with the times, Vitafresh recently reformulated to claim more Vitamin C and less sugar than orange juice, a move that has been well received by mums who are looking for a full flavoured, healthy alternative for the family. This change has helpedVitafresh grow its value share of the Powdered Beverages category by 3.5%*, “successfully maintaining value in a category that has seen competitors buying volume share through extreme deep cut promotions”, says senior brand manager Rachael Bryers.

Last yearVitaQuench was relaunched as Vitasport Water Booster, joining the successful isotonic stick range to create a stronger Vitasport brand.

“Ongoing support of the brand, including sponsorship of the TriNZ and Total Sport series, has created increased awareness and demand for Vitasport, resulting in additional store distribution and 4.1% value growth*,” says Bryers. In response to the growing demand from families, this year will see the launch of a Vitasport Isotonic 80g range, which makes 1 litre. Flavours in the new range are Lemon Lime, Original Orange and the new Active Blue. *Aztec data MAT to 05/08/12.

Addmore “When Addmore launched its nonalcoholic Elderflower beverages into the NZ market 10 years ago, only the travelled person understood what the Elderflower was,” says Kate Addis, managing director Addmore Foods.

She says: “Whilst it has been a long time educating the market, the delicate flavour of the Elderflower appeals to most palates as expected.With it being even more popular in summer we are expecting sales to increase dramatically now that it has recognition in the market place.

Now available in supermarkets are Addmore Elderflower Cordial 375ml

and Addmore Sparkling Elderflower Rose, 330ml & 750ml (table size).

Among new launches in the last 12 months were Addmore Sparkling Ginger,White Tea & Elderflower (ready to drink), 330ml & 750ml (table size).

Addmore NZ Apple & Elderflower Cordial 375ml and Addmore NZ Pear & Elderflower Cordial 375ml are ready for launch.

“With our product being premium the category is a lot smaller than the mainstream beverage sector category.

The consumer is prepared to pay more for our product and feel this is not a barrier towards sales,” says Addis.

Addmore Foods is based in Geraldine, South Canterbury.

South Pacific Brands South Pacific Brands is proud to have an extensive portfolio of highly innovative brands active in most beverage categories. In the energy category there is Demon Energy, NOS and Pure Energy. Loaded is a hugely successful sports drink. Hunger Buster is a breakfast drink and The Big Chill is a milk shake. In the soft drink category there is Illicit and in the water category there is Zerowater.

“We have also recently added the brand Shock to our portfolio; this is a new beverage which uses soft drink flavours with a guarana-infused energy premix,” says director Steve Shaw.

He says:“At South Pacific Brands we are constantly innovating and strive to keep the beverage market interesting by challenging boundaries and listening to consumer demand.We have a constant NPD stream.

“In our energy portfolio we have launched the new Mega Cans where we have upgraded the popular flavours in the Demon Energy, NOS and Pure Energy bands into 568ml cans to meet consumer demand.

“We have recently launched Demon in a 1.5 litre bottle; this gives consumers the first cost-effective take-home energy drink option, as the Demon 1.5 litre is similarly priced to large CSD brands, like Coke.

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“Pure Energy is New Zealand’s only energy drink with an all natural energy source. It is available in a 568ml mega can, and now available in a 330ml glass bottle.

“We are extremely excited by the recent launch of the new brand Shock, which has created a new beverage category called ‘Energy Soft Drinks’. The division between soft drinks and energy drinks has become blurred as consumption of energy drinks continues to rise, so we took popular soft drink flavours and then mixed them with a guarana-infused energy kick, while maintaining a regular soft drink price point of $1$1.50. Shock comes in 440ml cans in three flavours; Shock Cola, Shock

Pineapple and Shock Raspberry.

“Earlier in the year we were excited to announce the launch of New Zealand’s very first fitness water, Zerowater Fitness. Zerowater Fitness is incredibly innovative – pure New Zealand spring water that has been infused with electrolytes to help with rehydration, but does not contain any sugar, artificial sweeteners or calories.”

Shaw says: “The total energy market in supermarkets is up +23.1% compared to a year ago, this is contributed to by the launch of the Mega Cans in the segment 356-599ml which is up +34.4% (Nielsen data, total supermarkets volume sales to 15/07/12). Demon Energy 1.5 litre bottles have only been available for four weeks but already the results have been outstanding. In a major supermarket group it is already one of the best performing energy SKUs in terms of weekly turnover (Nielsen data, week ending 22/7/12).

“Pure Energy Mega Cans have also been a big success and we’ve seen market share as high as 5.8% (Nielsen data, major supermarket group), which during this period saw it outsell Demon, NOS, Mother and Monster.

As Pure Mega Cans are a single SKU, this is an outstanding result.”

Shaw adds: “We are very excited about the upcoming launch of 360, the first soft drink in Australasia that uses a natural sweetener (stevia) to reduce the sugar content. This means it’s a far healthier product than current

full sugar soft drinks and still tastes great. There are three flavours (Cola, Lemonade, Tidal Wave) in a 1.5 litre bottle size. This product also has a never-seen-before free download on pack promotion.

“The guiding ethos here at South Pacific Brands is to never stop developing and improving current products while always looking for exciting innovative new drinks.”

NZ’s first super-charged teas “There are hundreds of herbal teas, energy drinks and fruits juices on the market, but each has its drawbacks: high sugar, low nutritional value, average taste, not particularly thirst-quenching,” says Ti Tonic founder Dr Tracey King.

Ti Tonics super teas are an advanced blend of premium white tea, grape seed extract and subtle fruit flavours.They’re super-low in sugar and super-rich in polyphenols, nature’s most powerful antioxidants. All of which means Ti Tonics are definitely not your ordinary kind of drink.

“Our mission is to deliver bettertasting, better looking and better-foryou beverages,” says Dr King.

A former elite tennis player and academic with a PhD in Health Psychology, King’s experiences inspired her to create an industry-leading health drink range. She teamed up with plant scientists Peter Wigley and Andy Broadwell, and dynamic beverage entrepreneur James Ehau, to research

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co ld beverages and launch Ti Tonics into New Zealand – and, soon, the world.

There are absolutely no artificial flavours, sweeteners or preservatives.

The sugar content is less than 3g per serving – so only half a teaspoon per bottle as compared to the 5-7 teaspoons found in other tea drinks.

Each Ti Tonics drink has an ORAC (Oxygen Radical Absorbing Capacity) value of between 3000 and 5000, supplying the same antioxidant power as three servings of blueberries or 10 servings of raspberries.

“Ti Tonics are wonderfully refreshing and at the cutting edge of nutrition science,” explains Dr King.

“They’re a delicious, easy, low-sugar way to incorporate essential nutrients into your daily diet, support a healthy immune function and reboot your system from the inside out.”

Oriental Merchant Chris Hutton, general manager NZ, explains the beverages distributed by Oriental Merchant in New Zealand.

Yeo’s – from Singapore – is a household brand name in South East Asia. It has cold teas such as Ice Green, Ice Lemon & Chrysanthemum Tea, soy bean beverages and flavoured beverages such as Sugar Cane, Lychee, Winter Melon and herbal drinks such as Grass Jelly.

ABC in Indonesia produces tropical fruit-flavoured drinks in a tetra brick with straw (all Halal), such as Guava, Mango & Soursop.

Hutton explains: “Oriental Merchant also distributes Yoosh from Korea (a range of AloeVera drinks) and Chaokoh Coconut Juice with pulp, from Thailand, as well as Dr Pepper – the famous American icon, which travelled with the American forces in the war and is now popular among the Asian community,” “The ABC drinks have only been in NZ since the start of 2012 and have proven very popular offering great value for money and a pleasant taste.

Their 250ml tetra pack with straw is a convenient pack for lunch boxes,” says Hutton.

ZERO SUGAR Sweetened by nature, not industry.

“As the specialist in Asian foods we monitor trends carefully, seeing what is available and ensuring it meets the needs of NZ consumers without over claiming their position or making health promises that are unsubstantiated.

Consumers are looking for variety and good value, but are also wary of sugar content.”

Ch’i Herbal Mineral Water Ch’i International has been focused on the Ch’i Herbal Mineral Water products since 1987. Ch’i is a New Zealand invention and is one of the few New Zealand owned drinks brands on supermarket shelves now.

Ray Nicholls of Ch’i International says: “In 2011/2012 we started selling a Zero Sugar variant with the sugar replaced with stevia, a natural plant-based sweetener. To date sales of the Zero Sugar variant have become approximately 40% of our supermarket sales.This share is steadily increasing. We are confident there is a considerable upside for Ch’i Zero Sugar as our research suggests there is a deep anxiety among users of synthetically sweetened drinks. Ch’i with its reputation for being a natural product is a great stevia sweetened drink.

“We don’t profess to be experts across beverages, but it’s our opinion that there is quite a groundswell of concern about sugar, calories and the need for consumers to better understand the balancing of energy consumed with energy used,” says Nicholls.

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

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 september 2012 FMCG 31 KML Representative or phone 09 4750940

cate go r y c h e c k

Spring Clean The days are getting brighter and household cleaning products will be in hot demand over the next few weeks. FMCG looked at some of the new developments and trends in this category.

T

he annual “Spring Clean” season is underway, with consumers looking for new and more convenient ways to rid their homes of dust, dirt and mould.

Colgate-Palmolive is currently the No.1 household cleaning product supplier with market share up YTD +1 pt, says Kate Symes, senior brand manager.

Ajax Spray n’Wipe has a strong heritage and is well known when it comes to quick and easy cleaning.

Among the company’s new launches in the last 12 months are Ajax Spray n’Wipe Wipes.

“In Feb 2012, we launched Ajax Spray n’Wipe Wipes in two formats: a chest and refill pack. The launch of the Ajax Wipes is our biggest new product launch for Ajax in over five years and the Ajax Spray n’Wipe brand has entered into a new segment. The launch was well supported by an integrated marketing campaign which included TVC, in-store demonstrations, instore displays and POS as well as ‘trolley media’.”

Since launch Ajax Wipes have been largely incremental to the Wipes segment and Ajax Wipes has achieved a 13.2% value share of the total wipes segment (latest Qtr),

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FMCG september 2012

comments Symes.

“We have seen a significant growth in the Household Cleaners’ Wipes segment.The segment share is up YTD +1.3 pts to a 7.7% share of Total Household Surface Cleaners.

Wipes are also gaining momentum driven by NPD, more space dedicated at store level and a greater promotional focus.”

Ajax Spray n’Wipe Multipurpose Antibacterial Wipes’ thick woven fabric traps dirt and spills to lift food stains and wipe away messes, leaving surfaces sparkling clean and smelling fresh. Ajax Spray n’Wipe Wipes are perforated so consumers can tear them in half and use two wipes to make the cleaning job quicker and easier. The antibacterial wipes kill germs to help keep the home clean and healthy.

Also available in a handy refill pack, Ajax Spray n’Wipe Multipurpose Antibacterial Wipes are available in all leading supermarkets: Ajax Spray n’Wipe Multipurpose Antibacterial Wipes Chest 40pk (RRP $6.49) and Refill 36pk (RRP $5.49).

Source: Aztec P/E 01/07/12

SCJs Richard Wang, category development executive SC Johnson & Son (SCJs) says: “We supply Toilet Duck,

household clean er s

Mr Muscle and Pledge. Mr Muscle is for general household cleaning, pledge is for furniture and toilet duck for toilet bowl cleaning.

In the Toilet Category, we have launched Fresh Patch in October 2011 in New Zealand. Priced at $2.99, this product provides an affordable offering to bring new and lapsed consumers back to the cageless segment.

“In the Household category, we have launched Pledge Tile Magic in June 2012. It is suitable for ceramic, marble, quarry and linoleum floors.

Only 26% of consumers currently use a speciality floor cleaner. So there is a big opportunity to trade them up.”

Wang says: “Fresh Patch was supported by both TVC and also BTL activity, a large quantity of samples were delivered to consumers on the pack of manual liquid in the 2011 Christmas period. It is progressing very well in New Zealand market.

Now it has a value share at 1.7% of total category (Nielsen Scan Data current MAT to 5/8/12) and further helps the growth of cageless segment.”

Romy Muellern, brand manager Toilet Australia/New Zealand says: “Household Cleaners is a highly innovative category and new products are frequently launched or renewed to meet consumers’ needs. Moving forward, SCJ’s aim is to further develop its brands and continue to bring products to market that make life easy for the consumer.

“Today’s consumers lead hectic lives and do not particularly enjoy cleaning or find the process relaxing.

They are constantly looking for products that make their lives easier and minimise time and effort spent

on doing their housework. Overall, consumers tend to invest less time in thorough cleans and do more ‘touchup’ cleans, thus looking for solutions that maximise the time between the deep cleans.

“Cageless is a newly emerged segment within toilet category.

‘Cageless’ means that compared with the traditional in-the-bowl cleaning products eg, liquid under the rim or

solid under the rim, it does not have a cage to hold the liquid or the solid; instead the product sticks to the toilet bowl and dissolves gradually with flushing. This provides a more convenient, hassle free and germ free way of cleaning.”

Earthwise Earthwise products are made and manufactured in New Zealand. The

THE BREAKDOWN Current MAT to 15 July 2012 Total Household Cleaners: $62.182m Value % Chg vs YA -1.4 T. Carpet Cleaners: $4.389m Value % Chg vs YA -7.1 T. Carpet Deodorisers: $2.361m Value % Chg vs YA 4.2 T. Degreasers: $8636 Value % Chg vs YA -8.2 T. Disinfectant: $3.742m Value % Chg vs YA -5.7 T. Drain Cleaners: $1.087m Value % Chg vs YA 3.5 T. Furniture Polish: $2.710m Value % Chg vs YA -0.8 T. Household All Purpose Cleaners: $25.313m Value % Chg vs YA -1.5 T. Household Cleaning Wipes: $2.460m Value % Chg vs YA 11.9 T. Household Scouring Agents: $5.781m Value % Chg vs YA -0.9

T. Liquid Bleaches: $4.913m Value % Chg vs YA -3.2 T. Metal Polishes: $1.204m Value % Chg vs YA -0.7 T. Mould Treatments: $2.723m Value % Chg vs YA -7.3 T. Oven Cleaners: $1.728m Value % Chg vs YA 5.9 T. Vitroceramics: $621,253 Value % Chg vs YA 7.0 T. Window Cleaners: $3.138m Value % Chg vs YA -0.3 Total Toilet Cleaners: $24.090m Value % Chg vs YA -2.1 T. In The Bowl Toilet Cleaners: $10.822m Value % Chg vs YA -4.4 T. In The Cistern Toilet Cleaners: $2.598m Value % Chg vs YA -5.3 T. Manual Toilet Cleaners: $10.670m Value % Chg vs YA 1.2

* Nielsen New Zealand ScanTrack (Databank)

september 2012 FMCG

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cate go r y c h e c k Earthwise Home range includes: • Laundry – laundry powders and liquids, fabric stain remover, oxygenated whitener, fabric softener and wool & delicates wash.

• Dish – dish wash liquid, dishwasher powder, tablets and rinse aid.

• Cleaning – multi surface cleaning spray, window & glass cleaner, multi purpose cleaning concentrate, floor cleaner and disinfectant concentrate.

“All our products are phosphate, nitrate, chlorine and ammonia free,” says Rachel Beattie, marketing manager.

“In the last six months we have launched: • Earthwise Multipurpose refill Citrus & Mint 500ml, • Earthwise Concentrated Laundry Powder Lavender 1kg, • Earthwise Concentrated Laundry Powder Lavender 2kg, • Earthwise Concentrated Laundry Liquid Lavender 750ml, • Earthwise Dishwash Powder Lemon & Lime 2kg, • Earthwise Dishwash Tabs Lemon & Lime 26/14 800g, • Earthwise Concentrated Laundry Powder Front Loader Aloe Vera & Lemon 2kg.

Beattie comments: “Earthwise is experiencing phenomenal above category growth across all segments of Environmental Cleaners 487% YA (MAT 29/07/12) vs cate-

gory growth of 10.2%. Retailers are now seeing that Earthwise is leading the way with innovation and above category growth and consequently we are now being seen as a serious player and a core part of the ranging mix.

“In the Cleaning & Bathroom segment, Earthwise has experienced 970% growth MAT YA driving the segment growth of 16.2%. In the latest four months, we are excited to have consistently reached number one Environmental Cleaning brand in the segment and as at 29 July held 40.5% dollar share of the segment,” says Beattie.

She adds: “In the Dish segment, Earthwise growth has exceeded expectations +1313.5% MAT YA. This has been primarily achieved through increased ranging as retailers see the growth opportunities Earthwise offers and as consumers become aware of the brand and move across from laundry into other segments.”

Now there’s a new way for New Zealanders to get their dishes sparkling clean without harming the environment – Earthwise’s plant-based Dishwasher Gel Concentrate. It’s the first dishwasher gel on the shelves in New Zealand supermarkets. Gels have the advantage of dissolving faster than powders or tablets, so they get to work quicker and leave no residue.

This is especially important if you use short cycles to save water. Beattie ex-

plains: “Earthwise’s Dishwasher Gel Concentrate harnesses the power of nature to cut through grease, and also includes rinse aid, for squeakyclean and streak-free dishes. Like all Earthwise products, it’s made in New Zealand and is both powerful and gentle on the environment. Its plantbased formulation contains no phosphate, nitrate, chlorine or ammonia.

“And its concentrated power means you use less, which means there’s less going into waterways and septic tanks.

Just squeeze 20ml into the dishwasher dispenser and wash as usual.

“There are two varieties, each harnessing the power of nature: Earthwise Dishwasher Gel Concentrate: Baking Soda, and Earthwise Dishwasher Gel Concentrate: Lemon & Lime. Both are available from 20 August at leading supermarkets nationwide (RRP $10.99).”

Earthwise also introduces an innovation for the Environmental Category with the first Environmental Dishwasher Cleaner (RRP $7.99).

This cleaner completes the full Earthwise dish range for consumers and for the first time allows consumers to stick with an environmental offering across the range rather than switching to harsh chemicals to clean their dishwasher. The plant and mineral based formula reduces build-up of mineral deposits and improves dishwasher performance and as with the rest of the

Earthwise leading the way with innovation and driving category growth in Environmental Cleaners and Automatic Dishwashing.

Plant based formula Effective concentrated formula - 26 washes – same as tablets Naturally active properties leave dishes clean & streak free Made in New Zealand Phosphate Free, Nitrate Free, Chlorine Free, Ammonia Free.

For further information contact your Earthwise Area Manager.

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FMCG september 2012

h o use hold cleaner s Earthwise range is free of phosphate, nitrate, chlorine and ammonia.

Earthwise also continues to launch fragrance innovation to keep consumers interested in manual dish.

Beattie says: “Earthwise Dishwash Liquid Pink Grapefruit in both 500ml and 1L has been available since 20 August, line priced with the existing Lemon & Lime 500ml and 1L products.

In the latest four weeks, the Earthwise Dishwash liquid Lemon Lime 500ml achieved the highest dollar sales for an item in the manual Environmental Dish Cleaning segment at $39,081.

The launch of this fragrance innovation and additional SKUs on shelf will offer consumers more choice from the Earthwise range and drive our growth further.”

Beattie comments: “The world is becoming increasingly aware of the environment and the impact that we are having on our planet. People have become more environmentally conscious and in doing so they are seeking out and using products that are friendly to the environment.There is a general perception that to be ‘green’ is expensive; Earthwise has developed a model that makes being ‘green’ more affordable to the every day shopper.

Making a positive contribution to the environment no longer needs to be an expensive exercise.

“Customers who do purchase environmentally friendly products want to know they are purchasing authentic products from a credible brand. They want to be sure that what they are buying is not a ‘green wash’, essentially a product that says it’s green when it is not. Tom Robinson, the founder of Earthwise first started making plant based products in 1964, so we have a wealth of experience and knowledge in this industry.”

Source: Aztec Environmental Cleaners to June 2012

Viva Viva is Kimberly-Clark’s registered trademark.

New Viva TV & Computer Screen

Wipes are specially designed to safely and effectively remove dust, dirt, fingerprints and marks from the TV, computer and touch-pad screens, no matter how delicate.The soft wet wipe removes dust and marks and contains unique ‘ScreenGuard Technology’, which leaves behind an invisible anti-static film to protect screens from dust and fingerprints. The soft reusable microfibre cloth finishes the job by polishing the screen leaving it shiny and streak-free. It’s the perfect way to safely clean the flat screen and restore its sleek and shiny look.

“Viva Glass and Mirror wipes are a miraculous new cloth duo that you and the environment will love,” says spokesperson Sally Elton.

They come in a pack of ten webwoven, re-usable, washable cloths – five blue and five white (RRP $3.99). Just add water to the blue cloth, wipe clean, and shine with the white cloth. Glass and mirror surfaces will be clean and streak-free, and the only liquid you’ll need is water! No chemical sprays, no fumes, no residue, no lint.

Elton adds: “We all love our stainless steel kitchens but we don’t love the fingerprints! So here’s an ingenious new way to easily make everything shimmer – from the fridge to the kitchen mixer. Simply ‘once over’ with a Viva Stainless Steel wipe (20 wipes per pack RRP $5.99), pre-moistened with a food-safe and non-toxic cleaning solution designed to repel dust and grease marks. The family’s fingerprint traffic will vanish and your stainless steel will glow.”

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

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cate go r y c h e c k

Health & Beauty Aisle What’s new and popular in natural skincare? Some of the key suppliers in NZ supermarkets share their updates with FMCG.

E

arthwise products are made and manufactured in New Zealand. The Earthwise body range contains no parabens, artificial colouring, toxic petrochemicals, lauryl sulfates and no animal additives.

Rachel Beattie, marketing manager, explains: “All our products are grey water and septic tank safe – a gentler choice for you and the environment.

The Earthwise body range is the natural way to natural beauty, created for your health, your family and your world around you. We make all our products environmentally beneficial and ethically sound because we know that if you take care of nature, nature takes care of you.

“In the last 12 months Earthwise has launched a hair and body care range that makes it more affordable for New Zealanders to care for themselves, their families and the environment. Enriched with fragrant oils and

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FMCG september 2012

extracts such as aloe vera, manuka honey, cedarwood and coconut, the plant-based products are gentle, effective and free of parabens, artificial colouring, toxic petrochemicals, lauryl sulphates and contain no animal additives,” says Beattie.

“The range includes shampoos and conditioners, body washes, hand washes and natural bar soaps and all are available in supermarkets at a fraction of the price of comparable New Zealand-made natural products.”

The Earthwise body range uses only natural fragrance oils and extracts, and there are also fragrance-free options for people with extra-sensitive skin. The Earthwise Fragrance-Free Natural Soap, for instance, is enriched with oatmeal and olive oil to leave skin feeling cleansed. All products come in recyclable packaging.

In May 2012 Earthwise launched the following products into grocery:

Earthwise Shampoo & Conditioners 400ml; Earthwise Body Wash 400ml; Earthwise Hand Wash and Hand Wash refills; Earthwise cleansing bar soaps 90gm single and 270gm 3pk.

“Building on the success of our home care range, the consumer demand for the Earthwise body range has exceeded internal expectations. Consumer feedback has also been very positive,” says Beattie.

She comments:“People have become more environmentally conscious and in doing so they are seeking out and using products that are friendly to the environment.There is a general perception that to be ‘green’ is expensive, but Earthwise have developed a model that makes being ‘green’ more affordable to the every day shopper. Customers who do purchase environmentally friendly products want to know they are purchasing authentic products from a credible brand.They want to be sure that what they are buying is not a ‘green wash’, essentially a product that says it’s green when it is not.

“Consumers are becoming increasingly more savvy and are demanding to know what ingredients are in the products they are using in both their home and on themselves and their families.”

Earthwise is a family-owned New Zealand company with a proud 48year history of creating high-quality products from natural ingredients that are gentle on people and the environment. Tom Robinson, the founder of Earthwise first started making plant-

natural ski ncare THE BREAKDOWN Current MAT to 15 July 2012 Total Cosmetics: $11.995m Value % Chg vs YA 13.8 T. Beauty Accessories: $3.260m Value % Chg vs YA -1.0 T. Eye Cosmetics: $4.102m Value % Chg vs YA 14.5 T. Face Cosmetics: $3.092m Value % Chg vs YA 22.6 T. Lip Cosmetics: $1.065m Value % Chg vs YA 31.9 T. Nail Cosmetics: $474,330 Value % Chg vs YA 44.1 T. Other Cosmetics: $1349 Value % Chg vs YA 35.8

Total Defined Facial: $69.078m Value % Chg vs YA 4.0 T. Facial Cleansing: $23.789m Value % Chg vs YA -1.2 T. Facial Moisturising: $29.453m Value % Chg vs YA 3.6 T. Facial Other Types: $340,065 Value % Chg vs YA 17.1 T. Facial Serums & Eye Creams: $4.396m Value % Chg vs YA 65.5 T. Facial Toner: $1.537m Value % Chg vs YA -10.7 T. Male Grooming: $5.089m Value % Chg vs YA 9.2 T. Skin Medications: $4.400m Value % Chg vs YA -3.5 T. Treatment: $73,049 Value % Chg vs YA 380.5

Total Hand Body Ex Baby: $19.758m Value % Chg vs YA 9.9 T. Body: $17.232m Value % Chg vs YA 9.7 T. Hand: $2.526m Value % Chg vs YA 11.0 Total Personal Wash: $84.114m Value % Chg vs YA 3.8 T. Bath Additives: $1.736m Value % Chg vs YA 17.4 T. Bodywash & Shower Gel: $34.142m Value % Chg vs YA 8.9 T. Hand Sanitizers: $2.645m Value % Chg vs YA -17.3 T. Liquid Handwash: $17.910m Value % Chg vs YA 1.4 T. Solid Soap: $27.680m Value % Chg vs YA 1.2

* Nielsen New Zealand ScanTrack (Databank)

$VTTPOT Â&#x2026; XXX Q[DVTTPOT DP O[ Â&#x2026; O[FORVJSJFT!Q[DVTTPOT DPN september 2012 FMCG

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cate go r y c h e c k based products in 1964.

The company’s environmental commitment was recognised last month when it took the number seven spot on the inaugural Green 50 List compiled by research company New River.

The list ranks the top 50 commercially successful companies in New Zealand that are improving the environment.

Earthwise was the highest ranked company of its type on the list, says Beattie.

PZ Cussons PZ Cussons brands in New Zealand supermarkets include Imperial Leather and Original Source, says Maria Treacy, national sales manager.

Cussons ‘Prize Medal’ oatmeal bar soap was launched in June 2012 and the company’s latest launch is Original Source body wash (250ml x 4 variants).

The bar soap contains natural rolled oatmeal to invigorate and cleanse the skin.

The Original Source body washes: Lemon And Tea Tree; Shea Butter And Honey; Mint And Tea Tree; and Lime, are packed with essential oils and natural ingredients.

The Lime body wash for example, has the essential oils of 40 real zingy limes packed into each bottle. These products are not tested on animals and come in recyclable packaging.

As far as consumer trends are concerned, a spokesperson comments: “It is a challenge for manufacturers to make products in this market entirely natural and still maintain a product’s

freshness and effectiveness. That said, reducing the number of chemical ingredients used can help create a better profile. Natural ingredients are likely to remain popular in this market but manufacturers must continue to ensure they are as effective as the many chemical alternatives on offer.”

According to a recent Mintel report, about four in 10 women have concerns about skin sensitivity.

(Facial Skincare, UK: June 2011.)

Bio-Oil Bio-Oil has been available in New Zealand supermarkets since 2010 and continues to see good dollar growth, up 18.6% vs YA (Aztec TKA MAT to 17/06/12).

Bio-Oil is a known and trusted specialist skincare product that consumers use for a variety of reasons, from helping to prevent stretch marks, reducing the appearance of scars, or as an intensive body moisturiser, to name but a few. Bio-Oil is a unique blend of natural plant oils and vitamins, which are

Bio-Oil is a unique blend of natural plant oils and vitamins, which are well known for their skin regenerative properties. well known for their skin regenerative properties, including lavender, rosemary, calendula and chamomile oils, plus Vitamins A & E. “For the second year running, we are proud to be a Pink Ribbon Gold Partner supporting the New Zealand Breast Cancer Foundation, and during the month of October will be donating $2 from the sales of our 60ml bottles to this amazing charity,” says Kate Feek, senior brand manager, BDM Grange.

Yes To Yes To, a consumer-inspired line of natural hair and skin products born out of a desire to make you look and feel your most happy and radiant, 38

FMCG september 2012

was founded by Australians Lance Kalish and Ido Leffler in 2006. Yes To combines high-quality organic fruits and vegetables with efficacious and clinically-proven ingredients to nourish and hydrate naturally.

With five unique collections – Yes To Carrots, Yes To Tomatoes, Yes To Cucumbers, Yes To Baby Carrots and now Yes To Blueberries – the Yes To family addresses a variety of skin and hair needs to help people find their own “recipe” of products, says Kalish.

Yes To is now a global leader in natural beauty just five years since its initial launch in the US, and was described by a leading industry organisation (Organic Monitor – 2010) as “one of the major factors in changing US consumers’ perspective of natural products from alternative to popular”.

Kalish comments:“Through its rapid global expansion, Yes To is considered by many in the beauty world to have achieved the fastest global expansion and distribution ever for an independently owned skincare brand… 28,000

stores in 28 countries all less than five years from its initial launch.”

He told FMCG that Yes To will be launching for the first time in New Zealand in an exclusive partnership with Progressive through all of its 165 Countdown stores in October this year.

This is Countdown’s first major partnership with a global natural beauty company and signals its intent to grow in what is considered the fastest growing category in skincare globally.

Yes To’s New Zealand launch will be one of its most extensive to date and will feature 29 of its best-selling Yes To products including its number one selling natural facial towelettes, says Kalish.

October is Breast Cancer Awareness month and $2.00 from the sale of every 60ml bottle will be donated by Bio-Oil to the NZ Breast Cancer Foundation.

Order your specially marked Pink Ribbon Bio-Oil stock today to have in store for October.

Contact your BDM Grange Area Manager today to ďŹ nd out how you can get involved in Breast Cancer Awareness month.

Together we can support the NZ Breast Cancer Foundation.

categor y check ecostore

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

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FMCG september 2012

The ecostore’s Fragrance Free range is a good choice for anyone with sensitivity to fragrances, even natural essential oils. As a health-focused brand, ecostore appeals to customers with skin allergies and sensitivities.

Melissa Fletcher, marketing director – Australasia explains: “An estimated one to two percent of the general population react to fragrance, even the natural essential oils used in ecostore products. Fragrance Free means no fragrance added at all. This is distinct from ‘unscented’ whereby fragrances are added to mask the smell of the base formulation. This means ecostore Fragrance Free products have a smell, which is mild, inoffensive and true to the product and its purpose. As with all ecostore products they list all the ingredients used on the product, so people can be confident about what they are putting on their skin.” ecostore had added four new products to its range: Laundry Liquid, Dishwash Liquid, Hand Wash and Body Wash are launching into supermarkets nationwide in September. Using the same gentle plant-based ingredients, without the essential oils, for fantastic performance without any irritation. ecostore now has 10 Fragrance Free products available.

The plant-based skin care range from ecostore includes Body Butter, Body Lotion (moisturising and extra moisturising) and Hand Cream (moisturising and extra moisturising). “Using jojoba oil, shea butter, and coconut oil to match the skin’s natural oils, they nourish and protect both normal and dry skin and are free of potentially harmful ingredients like parabens, dimethicone, mineral oils and synthetic perfumes and dyes,” says Fletcher.

Following the launch of ecostore’s Skin Care range last year it has received overwhelmingly positive feedback.

“People are excited and relieved to find a skin care range with no nasty chemicals that actually works at an affordable price,” comments Fletcher.

She adds: “Over the last 12 months we’ve focused on rebranding our entire product range, to give our products more confidence on shelf and reflect the expertise of our formulations.We actually won a Gold Award for our packaging design at The Best Design Awards, with our agency Special.”

Fresh look for Health Basics

S

eptember 2012 sees a category-wide refresh of personal wash products by New Zealand manufacturer API Consumer brands. The updated range includes new branding and packaging with improved formulations and will initially extend across 25 products including bar soaps, hand wash and body wash products. The initiative is part of Health Basics drive to lift its position from number 2 in category, but it’s also about claiming a differentiated proposition in a segment crowded by international brands, with “Made in New Zealand”.

Senior brand manager Suzanne McKandry explains: “We’re authentically New Zealand made, but we recognised few consumers were aware of that.”

The company is addressing consumer demand for locally made and locally sourced products with entirely new packs, formulas and product names that evoke strong geographical connections and emotional associations.

“We’ve developed the new range around the sense of spirit or feeling we enjoy from simple, natural locationbased experiences like, say, a dramatic sunrise on the East Coast or a broody storm over the Tasman Sea. New Zealand consumers told us they really identify with these ideas.”

Common to all Health Basics personal wash SKUs now is the inclusion of indigenous Harakeke – a gel derived from New Zealand flax with extraordinary moisturising properties.

Other native plant extracts and ingredients specific to individual SKUs include New Zealand milk, manuka honey, horopito, and pohutukawa.

But it’s not just about what’s inside.

“Personal wash is a very sensory category, so any purchase is not just informed by product functionality. We all know

a soap will clean. We’ve been inspired by the bigger thought of ‘refreshment’ and the shift from everyday routine to everyday ritual. New Zealanders are at their best when they’re feeling refreshed – as much as we can, we want to help consumers feel a sense of escapism and relaxation every time they wash,” says McKandry.

Refreshment is also evident visually in the use of bright clear colours and natural ingredient-based imagery across all labels for powerful shelf stand-out (the work was produced for Health Basics by local brand agency Milk). The pack forms have changed too. Created by New Zealand product designer Jamie Mclellan, the new containers are contemporary and distinctive with a strong aesthetic premium to ensure they sit comfortably in domestic bathrooms. Innovations include a removable front label for the pump hand-wash, leaving the product visually inert in plain white with an embossed logo making it more decor friendly.

The changes come after an extensive research programme to determine how consumers interact with the category – in store, and in home. Many of the product evolutions are a direct result of user feedback; the non-drip valve, lockable pumps, the final bottle form, and the biggest category breaking shift – the inverted square 400ml body wash bottle. The existing practical, yet divisive, hook has been replaced by a versatile synthetic rope (yes – the return of the soap on the rope!). The rope tested extremely positively with consumers who liked the way it hangs vertically from shower taps, with the product dispensing easily through a specifically designed silicone seal that prevents wasteful dripping, and also ensures the contents of the container are fully used.

Health Basics is made in New Zealand through its manufacturing facility in Auckland’s Manukau. The refreshed product goes live in September and will be supported through an extensive advertising and PR campaign from October.

september 2012 FMCG

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What’s Hot super teas!

Stay Sharp with the new Mentos Mini Tutti Frutti Bag

New from Ti Tonics: super-low sugar, super-high antioxidant iced teas.

Perfectly timed for summer, Ti Tonics has created a delicious, low calorie range of iced ‘superteas’.

Each bottle contains just a touch of sugar (approx ½ teaspoon) – but packs a hefty antioxidant punch, with over 300mgs per bottle of antioxidant polyphenols from NZ grape seeds and white tea. What more could you ask for? Cheers!

What’s Hot

Contact: sales@ti-tonics.com 0800 242 743

FMCG september 2012

Get you share of Mentos profit today from your local Brandlines Representative, or call the Brandlines office on 06 356 5323 for more information. *Aztec TKA value data to 22 July 2012

0800 806 328

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Mentos Mini Bags provide portion control confectionery treats for kids and adults alike. Each bag contains 12 individually wrapped rolls of 5 Mini Mentos dragees, perfect for lunches and snacks.

Currently available in Rainbow and Fruit flavours, the Mentos family bag range is growing at 20%*.

www.farmlandfoods.co.nz

What’s Hot Addmore Elderflower Beverages

NEW VITASPORT ISOTONIC 1 LITRE SACHETS

Taste the delicate and refreshing Addmore Elderflower beverages.

The warm aroma of hand-picked Elderflowers, Sambucus nigra, is captured from the sun-drenched heart of New Zealand.

For more information on Addmore Elderflower Beverages please contact: Addmore Foods Ltd Tel 03 693 8343 Fax 03 693 8342 Email: info@addmore.co.nz Website: www.addmore.co.nz

Alexandra’s Dukkah Alexandra’s Dukkah is a delicious blend of premium chopped nuts, roasted sesame seed and freshly ground spices. Use as a dip with bread and fine olive oil, or in cooking with meat, fish, vegetables and soups.

Available in Traditional, Aromatic or spicy Piquant flavours Alexandra Fine Foods Phone (09) 570 4739 Email enquiries@alexandras.co.nz

www.alexandras.co.nz

In response to the growing demand from families, this month will see the launch of a Vitasport Isotonic 80g range which makes 1 litre, perfect for making up a jug at home for the kids to take to their weekend sports games. Flavours in the new range are Lemon Lime, Original Orange and the new Active Blue.

For more information call your local rep, or contact Hansells Food Group on 0800 426 735.

Poonsin Crab Meat Crab meat has traditionally been a delicacy in NZ due to its cost and scarcity. Although fresh crab is available, it is well known for being time consuming to prepare; it has a hard shell and small amount of meat. To further extend Poonsin’s presence in NZ, we are pleased to announce the launch of Poonsin Crab Meat in a 170g can. Poonsin Crab meat is pre-cooked and can be used for soups and fillings while offering great value to the NZ consumers.

What’s Hot

Addmore is ready to launch its new NZ Apple and Pear cordials to join its ever-so-popular original cordial, in the vast consumer market.

For more information on Poonsin Crab Meat 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 september 2012 FMCG

43

What’s Hot Fresh look for ‘no added sugar’ fruit spreads Barker’s of Geraldine has refreshed the label on its ‘no refined sugar’ fruit spreads. Featuring all NZ fruit and containing no refined sugar, Barker’s fruit spreads are sweetened with NZ pear juice concentrate and are ideal for those interested in reducing their intake of refined sugar.

In-store October 2012.

Contact your Twin Agencies Rep. www.barkers.co.nz

Innovative bakery fillings

With its expertise and history in supplying bakeries, Barker’s of Geraldine is refreshing the packaging of its bakery fillings into grocery. With improved packaging to better suit the baking aisle. The range has also been extended to include Key lime tart filling, Apple Berry crumble filling and a premium Chocolate mousse mix.

Available October 2012.

Talk to your Twin Agencies Rep. www.barkers.co.nz

Kenny’s Kumara Chips New Arrival Consumers like the texture and the taste of kumara chips, knowing that they have less fat and more nutritious value.

What’s Hot

They are delighted that, at last, a tasty and healthier kumara chip choice is available as an alternative to traditional snack chips.

Now available in three flavour varieties: Natural – with no added flavour; superb by itself or with dips Salt & Pepper – tangy and tasty Sour Cream & Chives – rich in real sour cream flavour.

Naturally Tasty and Much Healthier Trade orders or enquiries welcome: Nutritious Foods Ltd, enquiry@kumarachips.co.nz Tel: (09) 304 0253; (09) 304 0254, Fax: (09) 309 8449 Website: www.kumarachips.co.nz

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FMCG september 2012

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2010 has been a year filled with cutbacks and cancelled TV shows, theatre has had limited ticket sales, films have been delayed and crews have waited while their start dates disappear or get pushed out. Without sounding clichĂŠd, although it is true that when the going gets tough the tough get going I have been delighted at the help I have had in putting together the well supported 8th annual WIFT Awards. Doing so has reminded â&#x20AC;&#x201C; even reassured â&#x20AC;&#x201C; me that we indeed do have a thriving supportive community out there who â&#x20AC;&#x201C; even in tough times â&#x20AC;&#x201C; freely give their product, their expert advice and most of all their TIME. The show this year will again deliver a starâ&#x20AC;&#x201C; studded top rating entertainment extravaganza with a few surprises. The Eradus after party will give many a chance to catch up and celebrate the successes of the year (there have been so many!) but letâ&#x20AC;&#x2122;s not forget that the heart of the event is to support WIFT which, without such events and the opportunity to fundraise, could become yet another victim of the recession.

I would like to make a special welcome and mention to Susi Newborn, our new ED, and her side kick Nia, who have got their hands dirty with me, and had fun throughout, as well as my good mates and fair dinkum producers Gavin Wood and ChairAli Black. Special mention has to go to our Chair person Catherine Fitzgerald who has supported us all through this difficult year and just quietly got the job done. Enjoy the celebration, you deserve it, and EUREKA cheers to all you women out there who make a difference and are changing the world one frame at a time!

Debra Kelleher Producer WIFT Vice President

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he WIFT NZ Awards 2010 shine the spotlight on 18 women whose contribution to the screen industry has marked them out as women to celebrate this year. With some at the helm of major ground breaking projects and businesses, and others tirelessly and steadily doing what they do so well in the engine room, all of our finalists demonstrate how important both leadership and collaboration is to delivering rich, and rewarding and thought provoking entertainment. The diversity of achievements is remarkable â&#x20AC;&#x201C; we see the gamut of the screen industry â&#x20AC;&#x201C; TV and film, the craft and technology, educational, documentary, entertainment, drama, marketing, current affairs, programming and policy making represented here.

Selecting winners in each of these categories was a challenge to the judges who undertook this difficult job so conscientiously. On behalf of WIFT NZ we thank them for their time and generosity of spirit Behind all of these women, we know are other women, the industry at large, families and the others who support what we do and the audiences whose enjoyment of our work makes it the best job in the world.

When times are tough, this is an industry which knows how to pull together and support one another. WIFT NZ actively pursues this goal: all its activities are designed to lead the development and strengthening of the screen industries and the role of women in them. For me and on behalf of the WIFT NZ Board, it is an honour to serve the purpose and members of this organisation. And we always welcome new members and supporters!

Catherine Fitzgerald WIFT President

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g rocer y b us ine ss New OTC medicines code raises the bar Retailers are being urged to keep a watchful eye on over-the-counter (OTC) medicines’ suppliers to help ensure they abide by the industry’s new Code of Practice adopted by the NZ Self Medication Industry Association (SMI).

The new Code came into effect in August.

“It’s in the interests of the entire sector to ensure the Code is upheld and we can continue to operate in a self-regulatory environment. We would ask retailers to support the Code by not entering into promotions by non-members outside the Code as this undermines our efforts to self-regulate,” explains SMI executive director, Tim Roper.

He says the SMI represents companies which conduct around 85 percent of the OTC business in New Zealand.

“Our Code was last revised in 2006 so it was time to update it to ensure our self-regulation is as good as international best practice and is consistent with current regulations. If we fail to self-regulate well we will be subjected to heavier legislation.

“The updated Code is a guide to help the industry achieve the

highest standards. It is aligned with the codes of other bodies in the sector and can be a roadmap for all stakeholders. We intend to make copies available to all within the industry so everyone is aware of the rules.”

See www.nzsmi.org.nz for more information. l

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g rocer y busi n ess World’s first self-chilling beverage Consumers can finally enjoy a cold beverage without the use of ice or refrigeration.

West Coast Chill Pure Energy, a new selfchilled beverage that doesn’t require refrigeration, has now launched in the US. This is claimed to be the world’s first selfchilling beverage can. The product is based on natural ingredients and contains no sugar, no caffeine, is naturally sweetened, naturally flavoured and includes vitamins and herbs.

West Coast Chill Pure Energy was licensed by the Joseph Company International. Mitchell Joseph, Joseph Company International CEO, said the new Chill Can beverage could revolutionise the beverage industry and the ways consumers perceive cold drinks. The West Coast Chill is part of a ‘green effort’ to reduce the West Coast’s carbon footprint. l

Fantastic fungus to produce biochemicals Novozymes has developed a robust microorganism that enables efficient production of biobased malic acid. The technology makes it possible to produce plastic and other oil-derived products from renewable raw materials.

With over 700 products used in 130 countries, Novozymes’ bio innovations are designed to improve industrial performance, safeguard the world’s resources and offer sustainable solutions for an ever-changing marketplace.

Malic acid is used as a flavour enhancer in the food industry and can be converted into other chemical derivatives used for a variety of plastic, polymer and resin products.

Novozymes is now out-licensing the technology to partners who are interested in producing and commercialising malic acid and derivatives made from renewable raw materials instead of oil.

“This is our first biochemical building block and a major milestone towards building a biochemical industry together with partners,” says Novozymes’ executive vice president Thomas Videbæk.

“Oil-based products are all around us and biochemicals produced from renewable raw materials meet a global need for sustainable alternatives. This need is growing due to concerns about crude oil scarcity and price fluctuations.”

Malic acid occurs naturally in fruits and many vegetables.

In the food and beverage industries, it is added to enhance the sour flavour in products such as jellies, jams, juices and soft drinks.

The global market for malic acid is around 60,000 US tons per year with a value of US$130 million and a growth rate of 4% per year.

Novozymes started its research in biochemicals in 2006 and has since initiated a number of highly technically challenging projects to enable sustainable and costcompetitive production of biochemicals. In the production of biochemicals, renewable raw materials such as starch from corn or cellulosic biomass from agricultural waste are converted into sugars, just as in the production of biofuels.

These sugars are then transformed into chemical building blocks by enzymes or microorganisms that have been designed specifically for this purpose.

In the biochemicals value chain, Novozymes is primarily developing the enzymes or microorganisms that enable production of biochemicals, while partnering with chemical companies or agricultural processors.

The contribution of biotechnology is still modest in the chemical industry, but it is gaining momentum. Analysts and researchers estimate that biochemicals could contribute as much as 17% of the global chemical market by 2025. l

september 2012 FMCG

47

Quality counts FMCG talks to some of the experts in the NZ recruitment industry.

S

ocial media is having an impact on recruitment, says Jenny Jones, principal – Gaulter Russell Numero

Group.

“Today, networking within online social fora isn’t just about swapping pictures and music, or discussing the trivial details of a night out. Social media is increasingly becoming the space where professional life happens.

With the advent of social media, the world of work and jobs has changed forever. Social media is here to stay and employers can gain a significant advantage by adopting hiring methods that have a social media element.

“There is no doubt that social media has improved the recruitment process by making it more open and democratic; increasing the visible talent pool from which to engage and recruit. Having an intimate knowledge of someone’s capabilities, or knowing who the best person for a role is, however, can only be gained through personal knowledge of an individual and of a particular industry sector. You can’t simply rely on who may, or may not have, an online profile and that the information contained on it is true. It is unlikely therefore,

48

FMCG september 2012

that social media will replace the traditional recruitment methods in the near future,” says Jones.

The familiar tag-line used by professional networking site LinkedIn sums up the recruitment industry – “it’s all about building relationships”. The ‘broker’ relationships shared between consultants and senior executives are, however, no longer exclusive to those two parties. With the arrival of social media, professional relationships have been democratised. Recruitment firms, many argue, will have to add real value in order to survive.

Jones says: “Social media as a sole method or strategy alone, however, takes the ‘personal touch’ out of relationship building and candidate identification. Furthermore, it doesn’t factor the importance of ‘candidate referrals’ into the recruitment process.

“There is also a hidden cost in the time you have to invest to get results using non-traditional methods.

Basically, recruiting via social media does have limitations. The recruiter therefore still has a key role to play.

“Value can be added by becoming an expert in using social media to source the right candidates. This can

be achieved by going beyond a simple database search and developing search strategies across many different interactive platforms (blogs, webinars, and social networking sites) and engaging appropriately with the desired individuals,” says Jones.

She predicts that in 2012/13 it is likely that traditional recruitment methods will continue to be complemented by ‘tech-savvy’ recruitment methods. “Ultimately, however, success will be measured by the quality of the shortlist. This is only achieved after a robust identification, interview and evaluation process.”

Strategy is key “Probably the most significant change in the last 12 months has been the way we search for candidates for jobs,” says Hamish Marr, senior consultant – FMCG sales & marketing at OCG Consulting.

Unfortunately, throwing an ad on Seek with a bunch of exclamation marks and hyperbole doesn’t cut it anymore. Just as big consumer brands are moving towards greater reliance on direct response marketing methods, so too have candidate attraction strategies, says Marr.

featu re “Recruitment advertising online has become so fragmented. While there are useful campaigns that can be tailored around contextual ads placed with Facebook, YouTube and LinkedIn, these are based on candidate interests, background and web history and are far more successful at attracting qualified passive people.

Based on this – if you are recruiting a person yourself without the use of an agency, you should get creative with your online job advertisement and the placement of this. Putting an advert out there on the usual jobs boards is not going to get you the best talent out there, just the ones looking within a very brief window of time.

“Look at your recruitment strategy.

Even the best adverts in the best places still are not going to draw the right people if your employment brand is not up to scratch.We often work with businesses within the FMCG industry that have questionable employment brands. In most cases they have a great story to tell – to the rightly identified people. However in most cases they are employing wrongly identified people and their employment brand problems are compounded by unhappy people in the wrong organisation.

“Whether you’re developing your own people resource plan, or consulting with a recruitment expert who understands what talent is available, doing this thoroughly will add huge value to your employment brand, staff tenure and talent management processes.”

Fast tracking a career within FMCG Senior consultant Stephanie Richardson of Parker Bridge Recruitment recently sat down with Geri Tomsett, Sistema Plastics GM of Operations, to discuss what it takes to make it in FMCG and what she looks for when hiring.

As one of the fastest growing New Zealand FMCG companies, exporting to over 30 countries in the world, Sistema Plastics is always looking at ways in which to further develop its head office team based in Auckland. Over the past two years Sistema has partnered closely with Parker Bridge Recruitment to assist it in creating one of the most successful and multi-diverse workforces in the region. Helping to build Sistema’s Finance and Accounting team at all levels, Richardson has recruited positions from accounts payable and finance administrators through to senior accountants and FCs. Richardson spent some time talking with Tomsett to gain insights into developing a career with the successful global company, pinpointing some of the key attributes required to make it in the FMCG industry and specifically with Sistema.

“We look for someone who can multi-task, we pride ourselves on cross functional teams, employing people who want to step up, learn, develop and keep themselves

challenged,” says Tomsett.

Tomsett also comments that being switched on is a fundamental attribute for people wanting to fast track their career in the FMCG industry. “Someone who thinks outside the square to provide solutions to problems will always be highly regarded within Sistema.”

But how important is experience?

“Having inventory experience is a definite advantage. As FMCG is one of the most complex industries particularly with regards to inventory, individuals already exposed to complex multi-divisional inventory definitely have an edge. Understanding this area impacts on virtually all finance related roles.”

As the company grows, so does the diversity of roles and Sistema is continually looking for high calibre professionals to help it maintain its leading edge in the industry. Whether you’re vying for an Accounts Payable position or looking to make the next step as a CFO, Tomsett comments that the FMCG industry requires “people who pride themselves on attention to detail, looking at how their input into the company creates a successful and profitable brand”.

For more information and commentary read the full length version of this article on fmcg.co.nz/features.

Fiona Hill Dale Rous Hamish Marr

Kevin O’Shannessey

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

49

Making sense of shopping behaviour ShopAbility’s Insights Development Director Daniel Tripolitano looks at ‘Shopper Insights in Action 2012’.

O

n a recent trip to the US I had the pleasure of attending ‘Shopper Insights in Action 2012’ (SIA), held in Chicago. SIA is one of the biggest shopper conferences in the world with over 550 attendees, 60% of which are manufacturers, 30% retailers and the remainder composed of agencies and academics.

This year presenters included Billy Beane (of “Moneyball” fame), Walmart,Target, Facebook, Coca-Cola, Campbell’s, Nestle, Heinz, POPAI and Duke University.

There was lots of networking and three key themes emerged from this year’s conference making sense of: data, the path to purchase and technology.

Making sense of data Over the three days-worth of presentations it became clear that the shopper industry has mountains of data available.

Companies now have data from numerous sources including: scan, panel, loyalty, in-store intercepts, observations, ethnographic, accompanied shops, online interviews, segmentations, eye tracking, neuroscience, trolley tracking, mobile phone, GPS . . . and the list is growing.

What makes it even harder is that this information is kept in different parts of the business. Still, several companies have clear processes when trying to get an insight out of mounds of data. So how do we decide what to do when we have lots of data? Which data source should we be looking at and which are just noise?

50

FMCG september 2012

One thing is clear, to get to the fundamental truth about shoppers, you must understand what shoppers say and what shoppers do. Danone was one company that had a great example of looking at both areas to generate good insights. In fact, they specifically look for instances when ‘say’ doesn’t match ‘do’ to get to an insight.

When looking at the yoghurt category, Danone started with in-store intercepts to ask how people found shopping the category. Most shoppers said it was good or better and many others said they liked shopping the category. Going on this data alone they felt they were travelling OK, but then they looked at observational data where dwell time spent in the category was well over one minute in the aisle.

Instinctively it felt high, but it wasn’t until they looked at eye tracking that the findings became obvious; shoppers were looking at almost every sku to search for their product. They realised that while shoppers say “they like to shop the yoghurt aisle”, their behaviour says that they find it hard to shop.

As a result, Danone reorganised the shelf and the category grew.

I was a bit surprised to find how many companies were using eye tracking, trolley tracking and neuroscience in their findings. Given the power of the results though, it was clear that these are areas that the shopper industry needs to consider more.

Jeff Smith from Prophet had some great examples of how to take mountains of data and turn them into something meaningful by “taking yourself

out of your comfort zone”. When trying to develop a shopper strategy for a bank, they had collected lots of data but most of it was leading them down a familiar path.The bank wanted to find new avenues and so they started to ask: what other industries are we similar to? You might think it weird, but they came up with the tattoo industry. The tattoo industry is similar to banking in that the products that you buy have a very long, almost permanent, shelf life.

The key difference, however, is that when you shop for a tattoo you have a range of planned and impulse shoppers.The financial industry is, however, almost always planned. But why is that?

There are often times when shoppers need unexpected loans fast. From this kind of thinking the bank went on to develop products for a range of situations, including divorces and funerals.

The key learning for me here was that we need to think outside our category and our industry about “what we are similar to” and “what we are not”.

Darren Marshall from Coca-Cola said simply that they focus on two metrics: frequency and volume, all the other stuff is just noise. Furthermore, when “interrogating data”, they are very specific and singular in their objective. This allows them to work out very quickly what works and what doesn’t.

Making sense of the ‘Path to Purchase’ If you look at consumer research, they have reasonably solid concepts such as brand equity, ad tracking and concept

featu re

Distributed by A-Ward

testing. Sure methodologies differ and they are still developing, but the concepts have clear foundations. This is not the case in shopper marketing, especially when it comes to the ‘Path to Purchase’. In fact in the US they can’t even agree on whether it’s a path, a journey, or a cycle.

Despite the conflicting views, two key findings came through for me.

The first is that the speakers agreed that the path to purchase is not linear.

The path to purchase does not end with the purchase of the product.

Consumption influences the shopper or indeed another shopper’s next purchase. As we all know, in today’s world everyone wants to tweet their opinion on everything. P&G called this the SMOT, or the Second Moment of Truth.

The second key finding was that there is not one path to purchase. Just because a shopper has one path to purchase on a particular day, it doesn’t mean that they will have that same path to purchase on the next purchase. That is why shopper data must be looked at by occasion or trip types as shoppers are going to have a different mindset on each of these.

Collecting data One of the most hotly debated figures at the conference was from our good friends at POPAI. They have recently completed a study in the US that claims 76% of the purchase decision is made in-store. This was an average of a wide range of categories collected (check out LinkedIn for some fiery discussion on that topic!) The trouble is that at the very next presentation, Google made a claim that 83% of purchase decision was made

pre-store. You could almost hear the collective sigh of “What the #&$#??” from the audience.

While you could argue that both organisations have a vested interest in pushing these numbers, both sets of data were collected independently and both methodologies were sound and robust. One key difference was where the question was asked. Google asked it via mobile while POPAI asked it in-store. Obviously, context is key. Context is extremely important when it comes to decision making and you can’t afford to ignore prestore or in-store. While I suspect that the true number is probably closer to 50/50, I think businesses need to work out the key influences pre-store and the key influences in-store for more effective results.

Much like the introduction of online research did over 10 years ago, smartphones have the potential to redefine the research world. Google bought Android not too long ago and it has a clear mandate now: every strategy must have a mobile implication.Walmart echoed these sentiments with its marketing mantra SOLOMO (Social, Local and Mobile).

The mobile phone research examples in the US mainly focused on coupon redemption. I can’t help but feel that their obsession with coupons has potentially stifled some advancements in other areas of shopper.

We have some clear opportunities to further develop better (and cheaper!) shopper insights. If you want to see how the industry might develop check out www.gigwalk.com.

One thing is clear, with the ability to track what shoppers say and what they do on a smartphone, the game is about to change.

Bale up and ERRVW SUR¿W

CONTACT DETAILS Annette Piercy M: 027 300 8010 Freecall: 0800 300 8010 E: annette@shop-ability.com W: www.shop-ability.com

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september 2012 FMCG 51215 0800

Fair deal for growers Consumers around the globe spent more than $8 billion on Fairtrade certified products last year, according to Fairtrade International.

F

airtrade with its distinctive green and blue logo is the world’s most recognised ethical label. In buying a Fairtrade certified product, customers know their money is going towards a fair deal for the people who grow coffee, tea, bananas, cocoa, sugar, cotton and similar commodities.

Retail sales of Fairtrade certified products in New Zealand have soared as consumers, even in tough economic times, continue to choose products that currently help support more than six million small-scale farmers, workers, family members and their wider communities in 63 developing countries.

Fairtrade is huge in the UK where currently 38% of all bananas sold in supermarkets are Fairtrade certified and six of the supermarket giants including Tesco, Morrisons and Marks & Spencer have committed to switch all bagged sugar to Fairtrade.

In New Zealand, Fairtrade banana

52

FMCG september 2012

importer All Good has carved a 4-5% share of the market in only two years.

“Fairtrade offers a unique selling point. When a product such as coffee can’t be grown locally in New Zealand, Fairtrade offers a good and attractive alternative choice for consumers, and we’re working with our Pacific neighbours to increase trade there,” says Fairtrade ANZ CEO, Stephen Knapp.

“Although we have a long way to go to catch up with the UK where there are 4500 Fairtrade products, the increasing range of new offerings from Papua New Guinea, Fiji, Samoa and Tonga are increasing the choice for Kiwi consumers and scope for manufacturers to create new products.

“Fresh fruits from the islands such as bananas and pineapples, ginger and other herbs and spices, and coconut products are starting to come on stream. This is opening up possibilities for exciting new composite products such as soft drinks, juices, ice cream and cereals,” says Knapp.

Last year Kiwis spent more than $45 million on Fairtrade certified products, up 24% on the previous year, with coffee and chocolate sales leading the way.

“Much of this has been driven by sales of the Fairtrade Certified Cadbury Dairy Milk milk chocolate range of blocks and bars in 2010. Cadbury Dairy Milk milk chocolate blocks and bars are by far our best selling products in New Zealand and the Fairtrade certification was the result of nearly two years of work with Cadbury’s Fairtrade partners globally,” Cadbury NZ corporate affairs manager Melissa Le Mesurier said.

“It builds on more than 100 years of

pioneering ethical chocolate production, including the ground-breaking Cadbury Cocoa Partnership where Cadbury is providing NZ$120 million over 10 years to improve the lives of cocoa farmers,” she said.

“In addition, in 2011 we produced New Zealand’s only Fairtrade Certified milk chocolate Easter egg and it outsold all other hollow eggs under $5 in the lead-up to Easter that year.

“Such was its popularity that this year we produced some 240,000 units at our Dunedin factory for Easter 2012, so we know that the Fairtrade certification resonates with consumers.”

By buying any of the Fairtrade Certified Cadbury products, Kiwi chocolate lovers know they are directly helping to improve the lives of cocoa farmers and their families in developing countries.

Fairtrade Certification is all about getting the very best deal for producers in developing countries by setting a fair and stable price for their produce and additional premiums for investment in business and local community development.

Fairtrade ANZ CEO Stephen Knapp said research showed that 91% of New Zealanders believed it was important that companies pay farmers fairly and he welcomed Cadbury’s continued support of Fairtrade.

Visit fairtrade.org.nz for more information.

For more information and commentary read the full length version of this article on fmcg.co.nz/features.

Cadbury Dairy Milk milk chocolate Fairtrade Certified products are available in a variety of shapes and sizes for all occasions.

Choosing Fairtrade Certified Cadbury Dairy Milk means: Lovers of Fairtrade Certified Cadbury Dairy Milk milk chocolate will be able to make their purchase in the knowledge that they are supporting a brighter future for our Fairtrade cocoa farmers.

Sweet treats Chocolate bars and other sweet indulgences are still among the top sellers in the NZ Convenience channel. Some of the key suppliers in this category shared their latest news.

The trend in Convenience for chocolate small treats is growing at 8.6% – and in line with this trend Nestlé is launching Milkybar Big Round Milk and Cookies on September 3, says Dallas Smyth, confectionery category manager, Nestlé NZ. This is a 20g piece of everyone’s favourite Milkybar with delicious chocolate cookies pieces.

“Research suggests 55%+ of chocolate bar sales are impulse purchases and innovation will continue to be essential for keeping the category fresh and exciting for consumers,” explains Smyth.

“Expect more delicious chocolate innovation at great value from Nestlé in 2013. We are committed to introducing new news that drives chocolate bar purchasing and drives category value growth.”

The Nestlé portfolio of bars includes Kit Kat, Milkybar, Aero, Chokito, Pixie Caramel, Rolo and Smarties.

Smyth says: “Kit Kat and Milkybar are iconic brands for consumers and continue to perform well within the convenience channel. The category is worth $67.3 million and in bars Nestlé contributes 22% of sales. Milkybar Chunky Kingsize is the top SKU and Kit Kat 4 Finger comes in at #2 with a

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total of six bars in the top 20**.

“The Kingsize format of bars is unique within the Convenience channel and is growing ahead of Total Confectionery at 6.6%*. Nestlé Kingsize is driving that growth at 17.5%*,” says Smyth.

“Nestlé recreated an old favourite – Chokito – for the market this year to further excite the segment. The

first 13 weeks of launch saw Chokito become the most successful Bars NPD launch in Total Convenience YTD***.

“Aero Caramel was launched on August 6 and tested in the top 10% of all concepts with consumers prior to launch,” explains Smyth. + Shopper Tracker Research 2010 *Nielsen ScanTrack Total Supermarket MAT Data to 15 July 2012. **Nielsen ScanTrack Total Convenience (4SQ and Service Stations) 26wk Data to 15 July 2012. ***Nielsen ScanTrack Total Convenience (4SQ and Service Stations) YTD Data to 15 July 2012.

Cadbury’s innovations “Moro, Crunchie, Picnic and Dairy Milk are all dominant brands within the route channel. To enable these brands to continually maintain their brand health and grow within the route channel it is imperative to have new product development relevant to this channel,” says Trudie Shaw, Cadbury’s national route & alternate channel manager.

Cadbury has successfully launched Moro Gold Max Caramel 60g, Picnic Cookie Crunch 46g and 67g and more recently the Jelly Joiners family bag, which is an innovative product where you create your own flavours by mixing two variants together.

“Marvellous Creation was launched in mid June, available in two flavours Jelly Crunchie Bits and Jelly Popping Beanies in a chunky format (also available in three variants in a larger format 290/300g), which delivered new news and incremental value to the channel,” says Shaw.

The Cadbury field team have played a pivotal role in the execution of NPD by focusing on speed to market, distribution and more importantly in-store activation to implement presence, price points and an efficient sell through.

“Speed to market is imperative with any new product launch, and

is a key focus of our major C-store retailers.

Cadbury has proactively worked with their retailers and have utilised prepack units, allocations and pre sale orders to deliver upon these goals,” explains Shaw.

New flavour profiles The Cadbury Dairy Milk Mousse range will receive a huge boost with the introduction of two new flavour profiles designed to take personal indulgence in the category to a new level. The new Mousse products are Double Chocolate and Raspberry Chocolate; they consist of a light mousse centre with a layer of raspberry coulis or chocolate flavoured coulis, encased in smooth and creamy Cadbury Dairy Milk.

Designed to facilitate category growth and drive ongoing NPD, Cadbury is supplementing the new flavour introductions with the launch of a new indulgence ‘just for her’ range consisting of Cadbury Dairy Milk Mousse and Cadbury Dairy Milk Bubbly product lines.

As part of the new range offering, Cadbury is resizing the block, reshaping the chocolate piece to hold additional flavour fillings, and shifting the manufacturing location for both brands away from Europe to Australia/New Zealand (ANZ).

“These are exciting innovations,” says Iaan Buchanan, general manager marketing for Cadbury New Zealand. “The new blocks mean that consumers won’t have to share their favourite Mousse or Bubbly anymore and we know they’ll love the smaller price tag too.”

The Cadbury Dairy Milk Mousse

and Bubbly packaging has been enhanced from its original top flap reseal to one that opens/closes like an envelope. “We want consumers to think of it as their own personal invitation to indulgence,” says Buchanan.

Mousse was invented in 2011 by Cadbury ANZ and then initially produced in Europe, but its popularity has resulted in Cadbury moving production closer to home in Tasmania. At the same time, Cadbury has reshaped the chocolate piece in order to add in layers like raspberry coulis and chocolate flavoured coulis.

To make room for the two new Mousse flavours, Cadbury has retired Cadbury Dairy Milk Mousse Caramel from the range. “We are always reviewing and updating our range of products to allow us to bring exciting and delicious innovations to market.

This is all part of the bigger picture to bring New Zealanders the most delicious and innovative chocolate possible,” says Buchanan.

Cadbury Dairy Milk Raspberry Chocolate Mousse and Double Chocolate Mousse are now available in 145gm (RRP $3.49).” l september 2012 FMCG

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n a rgo n

Have your say!

Plain tobacco packaging is not needed, suggests Trina Snow.

Trina Snow, executive director, NARGON.

The Associate Minister of Health and co-leader of the Maori Party, Hon Tariana Turia, has spearheaded a series of tough anti-smoking measures in Parliament. She is now thought to be reconsidering her earlier decision to retire at the 2014 election with a major factor being a burning desire to see a smoke-free New Zealand by 2025.

Turia was the driving force behind the ban on tobacco displays, which came into force in late July 2012.

After the 2011 election, Minister of Health Tony Ryall said the Government was not convinced there was a need to ban tobacco displays. However, advocacy from the Maori Party and the realities of MMP politics quickly changed his mind. Budget 2012 also contained automatic 10% annual increases in the excise tax on tobacco products for the next three years, which will see prices skyrocket.

The next target is plain khaki packaging for all tobacco products. In April 2012, Cabinet agreed in principle to the policy, subject to the results of a public consultation. That consultation is now underway and runs until October.

NARGON believes that the plain packaging policy is unnecessary and unlikely to be effective. However, it is likely to be expensive for the Government, suppliers, retailers and consumers.

A number of activists have argued that placing tobacco products near store check-outs, close to confectionery and snacks, “normalised” tobacco and made it more attractive to children. However, the recent ban on tobacco displays has negated that argument entirely.

Tobacco has been singled out for special restrictions and children now should not even glimpse a cigarette package except at the exact moment a family member is buying one. The plain packaging policy would have no effect here.

There is no international evidence that plain packaging reduces the take-up of smoking or increases the likelihood of quitting. Most tobacco consumers seem comparatively immune to advertising and marketing.

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FMCG september 2012

The genuinely significant influences on an individual’s smoking decisions are the actions of family and friends. Again, plain packaging would have little or no impact here.

Plain packaging would bring New Zealand into line with Australia, which is set to introduce the policy in October 2012. However, it is already clear that there will be strong opposition to plain packaging from other governments and large tobacco companies.

Before the policy has even come into force,Australia has been challenged by three countries through the World Trade Organisation (WTO) and by several tobacco companies in the High Court. It is alleged that plain packaging is a violation of international trade rules and will cause a loss in value of trademarks and intellectual property.

New Zealand officials said the country would face legal costs of $3 million to $6m for “international investment arbitration” and a further $1.5m to $2m to defend a WTO case. While Turia is adamant that plain packaging is not covered by New Zealand’s numerous trade deals, the Prime Minister said “it was not absolutely clear cut” but he felt it was “likely” plain packaging could be introduced.

The Maori Party is totally committed to plain packaging with Tariana Turia already discussing implementation in 2013. However, John Key says National has not yet made a decision and this was “genuinely a consultation period”.

Despite Labour MP Clare Curran labelling the Prime Minister a “wimp” for refusing to commit to plain packaging, Labour leader David Shearer rather unexpectedly backed John Key’s approach. Shearer said the Prime Minister was “right to look at the issues around a law change” and hear the views of businesses and New Zealanders before moving on the issue.

While NARGON remains unconvinced that plain packaging will make a difference to smoking rates and the associated costs are becoming increasingly clear, we would encourage everyone with a view on the issue to make a considered submission to the Government before 5 October 2012.

You will find the Consultation document: Proposal to introduce plain packaging for tobacco products in New Zealand online: www.health.govt.nz/publication/ proposal-introduce-plain-packaging-tobaccoproducts-new-zealand.

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september 2012 FMCG

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the business of liquor reselling 58

FMCG september 2012

In hop heaven Kathy Ombler caught up with all the latest beers at Beervana.

Sour beers, coffee beers, lots of very hoppy beers, fruit and vegetable beers, champion beers – all the skills and cheeky innovation of our top craft brewers were flowing fast, into the glasses of record crowds at Beervana 2012, held last month in Wellington.

Bringing craft beer into the mainstream is a goal of Beervana, says project manager Jessica VenningBryan. In which case, it’s lookout mainstream.

So much happened over two days of tastings, seminars, competitions and food and beer matching fun. Here’s a summary of the highlights.

• The numbers: 8000 people (33 percent up on last year, which was 50 percent up on 2010) tasted 271 beers from 96 breweries (in 2011 there were 240 beers from 80 breweries).

• Festival brews: The Sutton Group Brewers Guild of New Zealand Awards immediately preceded Beervana and the event’s “Fruit & Veg” themed Festive Brews were a big hit at Beervana. Fruit and veges are really quite challenging, says Venning-Bryan. “These 17 brews showcased the brewers at their experimental best, and the huge turnout at the Festival Beer seminar relished the chance to hear direct from those brewers.”

• Home Brew Master Class: a new and sell-out event this year, and well

received for the one-on-one, handson help from ‘teachers’ Stu McKinlay (Yeastie Boys) and Kirsten Taylor (Black Rock).

• Food: stylish snacks to match the convoluted crafty flavours were served up by 11 top Wellington restaurants, coordinated by Martin Bosley.

• Beers they were talking about are hard to single out, but we’ll raise a glass anyway to Wellington’s Garage Project – one year old, 473 beers brewed so far and two trophies won. The attention was all on their trophy beers Dark Arts (espresso, hit!) and Ziggy’s Carrot Cake, which not everyone got to try because it was so popular they kept running out.

• Hot home brewers: 70 brews arrived for the inaugural home brew competition. The judges said many were exceptional and all 10 finalists could easily go commercial, said Venning-Bryan.

• Funky food matching: beer specialist Kieran Haslett-Moore pleasantly surprised the punters with beer and cheese matches, especially the washed-rind Kapiti Ramara paired with Hallertau’s Funkonnay sour ale.

• Sour beers: touted as the beer of the future, says who? Brewer Richard Emerson for one. “You can only drink so many hoppy beers, sour beers are the future,” he told the seminar addressing what the craft

Serving trophy winning Dark Arts makes Andrew and Emma smile, at the Garage Project bar.

beer future holds. Brian Watson got more eloquent: “We’ve gone as far as we can go with hops; we can’t put any more in. I know sour beer is going to be the next wave, with the wild yeasts used by the old Belgian brewers. You get fermented goat and horse blanket type flavours coming through. I know that doesn’t sound very good, just compare it with a watershed, a change of life.”

Councils need to loosen up A brewery is not a restaurant. But getting council to understand this, in the city promoted by its own tourism arm as New Zealand’s Craft Beer Capital, has been a huge source of frustration for young brewer Jos Ruffell, co-partner in one-year-old Aro Valley brewery Garage Project.

Speaking at Beervana, Ruffell called for councils to cut the red tape and encourage innovative new business.

“Starting a brewery is hard, and council regulations and procedures have been the main sources of frustration. We wanted a path that allowed us to be as experimental and flexible as possible, we also wanted to bring a brewery back into Wellington.

Beer Awards chief judge Brian Watson with beer commentator, Neil Miller.

“However getting council to understand that a brewery is not a restaurant, and that the same hygiene standards for a restaurant kitchen needn’t be applied to a brewery, was a challenge. It was frustrating because there were no examples to draw on, and the heavy-handed council approach is still ongoing. They are not being very supportive of a small craft business in what is the craft capital, they need to be more flexible if they actually want to see more craft breweries in Wellington.”

Beer Awards – we’re getting it right “When the cream is there it means the beer is consistent” – Beer Awards chief judge Brian Watson isn’t talking riddles, he’s telling us the results of the Sutton Group Brewers Guild of New Zealand Awards 2012 confirmed that our brewers are getting it right.

“The good beers always stand out and it’s great to see the stalwarts of the industry still picking up gold medals, for example Tuatara, Epic, Emersons and Sprig & Fern. It’s a good sign, it means there is consistency.

They are all making great beers, so as a panel when we see that we know everyone is doing a good job

because the cream is always there.”

New brewers were also pushing the boundaries, he said. “Garage Project, for example, is producing out of the box, brilliant beers. That’s what I love about our industry, as in the United States, we are not just doing lagers and drafts and dark beers we are doing all kinds of beers and the public is slowly coming around.”

A special thrill for Watson was to see Harrington’s take out New Zealand Champion Brewery Trophy, after picking up two golds, two silvers and a bronze medal.

“I think we were all surprised by Harrington’s, they have been sneaking under the radar and to see them up as grand champion was a thrill, it’s a really good result.”

For Watson the stand out beer, however, was the Grand Cru 2011, from Soren Eriksen’s 8 Wired Brewing.

“It’s unbelievable, it’s sour and it’s got wood, it’s one of the most fantastic beers a lot of us have ever tasted.” l For more information visit brewersguild.org.nz.

For a full list of Trophy winners visit fmcg.co.nz/bws. september 2012 FMCG

59

Multimillion redevelopment for Speight’s Brewery Lion has been granted resource consent for the next stage of its major $29 million redevelopment at the Speight’s Brewery in Dunedin to boost the operating capacity at the historic site.

The Speight’s Brewery has been part of the Dunedin community since 1876, when James Speight, Charles Greenslade and William Dawson resigned from the Well Park Brewery and set up a new brewery in a redundant building in Rattray Street.

Speight’s Ale was first brewed in April that same year and by 1880 was winning gold medals at international exhibitions, hence the name Speight’s Gold Medal Ale. By 1887, Speight’s Brewery was the biggest brewery in New Zealand, exporting throughout Australia and the Pacific. With this growth came expansion – first across the road, then up the road and it wasn’t long before the “Pride of the South” had become one of New Zealand’s most loved beers.

The first stage of the latest redevelopment was completed in May 2012 with the relocation of the Maltexo plant from Christchurch. The multi-stage project includes the installation of a new brew house, a multipurpose tank farm, new offices, as well as the relocation of the keg plant from the Canterbury Brewery.

Once completed, the Speight’s Brewery will have

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FMCG september 2012

a brewing capacity in excess of 24 million litres per year and will continue with the five-day-a-week, 24hour-a-day brewing it moved to after the loss of the Canterbury Brewery in February 2011. Employment at the site has more than doubled since then and the new facility will be run by 27 permanent brewery people.

Lion’s managing director, Rory Glass, says this is a very complex but exciting project for Lion and demonstrates an ongoing commitment to Dunedin.

“The devastating Canterbury earthquakes have forced us to make some tough decisions in the last 18 months but we are very excited to reconfirm our commitment to the region and the historic home of Speight’s.

“While retro-fitting a development in a historic site like this has its challenges, the redevelopment gives us a great opportunity to replicate some of the world-class manufacturing practices that we have adopted at ‘The Pride’, our brewery in Auckland, and ensure the Speight’s Brewery remains iconic and leading edge,” he says.

The site will produce kegs of Speight’s Gold Medal Ale, Speight’s Summit and Mac’s Gold for South Island pubs, clubs and bars. It is already producing the Maltexo (malt extract) range.

The redevelopment will not impact public access to the spring water under the Brewery, which will also continue to be used in brewing at the site. l

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 Jonny La Trobe.

Exciting time for Sacred Hill Sacred Hill Vineyards celebrates another achievement with Jonny La Trobe winning the Markhams Hawke’s Bay Young Viticulturist of the Year competition.

This success follows Sacred Hill Vineyards’ gold win for its 2011 Wild South Marlborough Pinot Gris, at the International Cool Climate Wine Show in Australia last month, and the announcement of its expansion and launch of Sacred Hill Wine Company.

“It’s a very exciting time for Sacred Hill Vineyards and it’s great to see one of the Sacred Hill family do so well in both wine making and business growth. We are very proud of Jonny,” said Sacred Hill Vineyards chief winemaker, Tony Bish.

La Trobe took out the award against six other local competitors and another from Wairarapa.

As part of the title, he received a trophy, cash prizes, a travel fund and Spiegelau glassware. La Trobe has been in the industry for five years and has been competing in the competition since 2010. He has previously been runner-up and placed third. l

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

august 2012 FMCG

61

Top Shelf BWS finds a few gems for a special occasion, cellaring, or the perfect corporate gift.

Sacred Hill has launched its highly anticipated Special Selection range, featuring some of the finest handcrafted red wines from the winery’s famed Gimblett Gravels vineyard.

The selection features only red wines this year, comprising Sacred Hill 2010 Helmsman Cabernet Merlot, Sacred Hill 2010 Brokenstone Merlot Cabernet Syrah, Sacred Hill 2010 Deerstalkers Syrah and Sacred Hill 2010 Prospector Pinot Noir.

Already the Special Selection wines are receiving top accolades. Australian master of wine Andrew Caillard included some of the wines in his 12-wine 2010 Gimblett Gravels Annual Vintage Selection, which is an initiative by the Gimblett Gravels Winegrowers Association and represents the area’s best wines for that vintage. Helmsman scored 97 points and Brokenstone 94 points.

Sacred Hill 2010 Prospector Pinot Noir received four stars in the Winestate Canterbury Central Otago tastings, and respected wine reviewers Raymond Chan and Sam Kim gave

all the wines in the selection five stars, adding to the accolades for the Special Selection range.

Chief winemaker Tony Bish said only the finest quality wines are picked for the Special Selection range: “The 2010 vintage was very successful for us, with a moderately warm and dry autumn that allowed full maturity to be reached for all the red varieties,” he said.

“We take a lot of care to produce these wines, including hand-picking the grapes and minimal handling to bottling. This preserves the wines harmony, depth and balance. These wines express purity, elegance and power, and patient cellaring will be greatly rewarded.”

The wines have been described as elegant, seductive, silky and rich.

Helmsman has aromas of cassis, violets, sweet black fruits and a floral lift; Brokenstone has sweet aromas of black plum and ripe cherry, along with nuances of cedar, cinnamon and chocolate notes; Deerstalkers has a spicy aromatic nose, with aromas of

Jack Daniel’s Single Barrel Tennessee Whiskey 700ml Single barrel is matured in the highest reaches of our barrelhouse, where the dramatic changes in temperature cause its colour and taste to deepen further. We still hand select each barrel for its robust taste and notes of toasted oak, vanilla and caramel.

RRP $89.99 Hancocks Wine, Spirit & Beer Merchants Phone: 0800 699 463 sales@hancocks.co.nz, www.hancocks.co.nz

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FMCG september 2012

Mud House winemaker Nadine Worley.

dark liquorice, and black peppers, hints of violets, and rich coffee and mocha notes; and Prospector boasts ripe black cherry, boysenberry, wild herbs and dark floral notes.

The Sacred Hill Special Selection is available from selected fine wine retailers (Prospector RRP $59.99; Deerstalkers RRP $59.99; Brokenstone RRP $49.99 and Helmsman RRP $84.99).

Mud House Single Vineyard wines If you enjoy aromatic pinot gris, elegantly oaked chardonnay or fruity sauvignon blanc with bold, exciting flavours then Mud House Single

Buy the Barrel offer Jack Daniel’s also has a unique offer where consumers can purchase a whole barrel of Jack Daniel’s which is hand selected by our Master Distiller Jeff Arnett. A barrel will yield around 270300 bottles depending on the Angel share which are all gift boxed with a labeled medallion of your choice. You will also receive a personlised barrel head signed by the Master Distiller along with the empty barrel that your whiskey matured in.

Hancocks Wine, Spirit & Beer Merchants Contact: Bjorn Nielson, bjorn@hancocks.co.nz

Vineyard Wines is a range that is truly worth finding.

Created exclusively for the Mud House Single Vineyard range, the inspired new wine releases include the 2011 Mud House Taggart Vineyard Pinot Gris; 2011 Mud House Hungry Hill Vineyard Chardonnay and the 2011 Mud House Neal Vineyard Sauvignon Blanc.

With an inherent sense of place that stems from small parcels of grapes carefully selected by the creative Mud House viticulture and winemaking team, the Mud House Single Vineyard Range boasts vitality, flavour and individuality.

Mud House winemaker Nadine Worley says the Mud House Single Vineyard Range showcases the unique character and style of the winery’s growers.

“Along with our own estate vineyards,

each grower parcel is handled separately, allowing the individual characters of each vineyard and block to unveil themselves. Often we come across individual parcels that surprise us and reveal something truly special.

The Mud House Single Vineyard Range is our way of highlighting some of these outstanding parcels of fruit,” says Worley.

Fine whiskey Looking for the ultimate gift or selfindulgent reward?

Jack Daniel’s Single Barrel is finely crafted and hand selected by Master Tasters for its unique taste and smooth aromatic character, presented in a gift box befitting a luxury whiskey. Brimming with pronounced wood notes, with a deep reddish, toffee-like amber colour

and a rich caramel nose with delicate orange and soft oaky undertones, this whiskey is rich, full bodied and with a great depth of character. With distinct flavours of vanilla, toasted oak and caramel, the finish is strong, warm and robust.

Each barrel is bottled individually – never mingled with others – to express the unique taste profile of each barrel.

Jack Daniel’s also has an interesting offer where consumers can purchase a whole barrel of Jack Daniel’s, hand selected by master distiller Jeff Arnett.

A barrel will yield around 270-300 bottles (depending on the Angel share) which are all gift boxed with a labelled medallion of your choice. You will also receive a personalised barrel head signed by the master distiller along with the empty barrel that your whiskey matured in. l

september 2012 FMCG

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sn a p

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Olympic med allist Valerie Ad am reward for he r efforts – a Pa s received an unusual k’nSave Marm containing a ja ite Rescue r of that much loved (but hard hold of) ‘Black to get Gold’.

Chomping to a checkmate – ch ocolate chess Festival in Wel at the Chocolat lington in Augu e st.

. t for Oceanspray

Cranberry harves

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 two packs of the new Roundup Gel (worth $50) to help you with your spring gardening tasks, courtesy of Yates. Roundup Gel is a revolution in weed control!

Just email your high res image with a caption and your contact details to: editor@fmcg.co.nz

Lance Kalish Ido Leffler and rs de un fo To s skincare range Ye of their natural al riv ar e th ce announ in NZ.

DIARY SEPTEMBER

OCTOBER

1

THE GROCERY CHARITY BALL 2012

Langham Hotel, Auckland

21-25

SIAL

Paris, France

www.grocerycharityball.com

www.sialparis.com

5-7

ASIA FRUIT LOGISTICA

New Venue: AsiaWorld-Expo at Hong Kong Airport

NOVEMBER

www.asiafruitlogistica.com

2-4

THE HEALTHY LIVING SHOW

Auckland

14-16

THE FOOD SHOW CHRISTCHURCH

www.healthylivingshow.co.nz

CBS Canterbury Arena

www.foodshow.co.nz

6-8

DRINK TECHNOLOGY INDIA

Mumbai, India

www.drinktechnology-india.com

6-8

INTERNATIONAL PACKTECH INDIA

Mumbai, India

www.packtech-india.com

16-21 IBA

International Trade Fair

World Market For Baking

New Munich Trade Fair Centre

Munich, Germany

www.iba.de 29

DELOITTE/MANAGEMENT MAGAZINE TOP 200 AWARDS

23-28

THE 2012 FOOD AND GROCERY EXECUTIVE PROGRAM

SkyCity Convention Centre, Auckland

Mt Eliza Centre for Executive Education, Victoria, Australia

www.management.co.nz/top200

www.ifgm.com.au/learning/programs/ifgm/foodexecutive

2013

25

POPAI AWARDS

Hilton Hotel Sydney, Australia

JANUARY

www.popai.com.au

25-27

FOODTECH PACKTECH

ASB Showgrounds, Auckland

www.foodtechpacktech.co.nz

27

NZ FOOD AWARDS

The Langham Hotel, Auckland.

www.foodawards.co.nz

18-27

INTERNATIONAL GREEN WEEK BERLIN

The world’s biggest fair for food, agriculture and horticulture Berlin, Germany

www.greenweek.de

FEBRUARY 6-8

FRUIT LOGISTICA

Berlin, Germany

www.fruitlogistica.com

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

NEW

Colman’s Hot Dog Mustard 265g

Deliciously mild and tasty mustard in an easy to use squeeze bottle

www.colmans.co.nz