FMCG July 2012 by mediaweb

incorporating

9 421902 251016

july 2012 Volume 18 No 6 $9.15

THE BUSINESS OF MANUFACTURING • LOGISTICS • SUPERMARKETING

fmcg . co . n z

•

foo d ne w s . co . n z

HM0046_Ogilvy

TURNING SHOPPERS INTO BUYERS

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

1 302 784

A SALES BOOST

FOR PURE ENERGY

To stand out in the sea of energy drink brands, a new product needs to offer something unique. As an all-natural energy boost, Pure Energy has this. Hypermedia needed to help shoppers understand the key benefit of Pure Energy, to deliver a complex message in a simple and action-oriented manner, and most importantly, to help two different types of shoppers ‘see’ the product; those that already drink energy drinks, and those that don’t. So we split-tested the Auckland market, using 9 trial stores and 9 control stores. ‘In zone’ media signposted the product and showcased it’s benefits using fin and floor communication pieces. Extensive use of white, and simple visuals were used to ensure a clean, natural look in amongst a brightly coloured category. Apparently, simple works.

SUCCESS Ť more units sold Ť higher spend Ť more customers purchased in Pure Energy in trial stores.

www.hypermedia.co.nz

BIC LIGHTERS. OUR QUALITY, YOUR SAFETY.

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LIGHTERS NOT INCLUDED IN THE TOBACCO DISPLAY BAN LEGISLATION

Legislation prohibiting and restricting the display and advertising of tobacco products is not equally applicable to pocket lighters, which can be used for a variety of purposes other than lighting tobacco products. BIC® pocket lighters can legally be displayed at point of purchase, including on or next to counters or cash registers. You simply must ensure that lighters are not placed in close proximity to tobacco related material (e.g directly next to a tobacco products price list) and are not explicitly presented as cigarette lighters.

Editor’s note Industry news FMCG Online

Category checks 20 28 32

contents

6 8 15

J u LY 2 0 1 2

Up Front

Cakes & Biscuits Vitamins & Supplements Laundry Products

Regulars

Nargon

Budget was tough but necessary

FGC

Problems posed by parallel imports

GS1

Fresh and local

In season

Q&A

Dr Peter Stevens: On recalls & withdrawals.

Celebrity chef Sean Armstrong on the rise and rise of Loaf

28 30 44

Health & Beauty Aisle Subscription form What’s Hot

New products in store

Snap

Spotted out and about

Diary

Your guide to upcoming industry events

OUR COVER Vittoria Coffee 100% Arabica Beans

38 40

Legal Comparative advertising

Grocery business news Pride in Print

Wow factor gains supreme award for Logick

POS

contents

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

J u LY 2 0 1 2

Grocery business

Vulnerability remains at point-of-sale

Recruitment

Mid-year snapshot

Marketing

The never-ending battle for consumer attention

Convenience store and oil channel updates

Feature

Sweet treats help pass the winter days

54 55

Nargon More changes to employment law expected

Feature Challenging times for C-stores

C-store industry news

C-store Directory

52 Feature

Master of fruit Keith Stewart considers the lambic beers of Belgium.

58 62

BWS industry news Sparkling Wines Sparkling new opportunities

DRIVING GROWTH OF made meadow fresher

MILK AND YOGHURT

IN SCHOOLS AND COMMUNITIES.

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e ditor ’s note Vol 18

No 6

juLY 2012

issn 1175-8279

Incorporating

Team spirit Serving the business of manufacturing, logistics and supermarketing

tamara rubanowski – editor editor@fmcg.co.nz

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

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

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

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

Design Cherie Tagaloa

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

Printing & Pre-press PMP Print

Publisher Used on a white background

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

June was a very exciting month, with the Ice Cream Awards, Pride in Print Awards, the Gluten Free Food & Allergy Show and Fine Food New Zealand keeping us all on our toes. FMCG sponsored the Best New Food / Beverage Product Award at Fine Food NZ and you may have seen our judges and the Mediaweb team there, at the ASB Showgrounds in Auckland. You will find many more interesting events for the rest of this year listed in our Diary on page 65. Each issue of FMCG is a team effort involving weeks of hard work, lots of research and hundreds of emails and phone calls to industry experts and regular contributors. I am very fortunate to work with so many talented and knowledgeable people who help bring this magazine to you. We are privileged to have FGC, Nargon and GS1 chief executives among our regular columnists, bringing us valuable industry insights and expert commentary every month. Our account managers are in touch with clients every day to discuss their new product launches and promotional activities; they are very experienced in this field and always available to help you with new,

creative ideas for your campaigns. Designer Cherie’s amazing ability to assemble all the advertising and editorial puzzle pieces ‘just so’ and turning them into a fine looking magazine impresses us every time. Finally, Gill Prentice and Mary Smith carefully check every page and every detail before the issue is signed off, while production manager Fran Marshall ensures that the print process runs smoothly and the new issue reaches you on time. There are many more brilliant people in subscription, IT, marketing and other roles at Mediaweb and we just couldn’t do it without them! The FMCG team stepped up in June to allow me some time off and I feel truly thankful to be surrounded by such an excellent bunch of colleagues. I took a holiday (my first in nearly three years) to visit family in Europe and I hope to tell you more about the exciting new food and beverage trends I found along the way very soon. Meanwhile, enjoy the category reports, features and industry news in this issue and remember to send your updates and favourite snapshots to editor@fmcg.co.nz.

Tamara Rubanowski editor@fmcg.co.nz

Official b2b magazine for the Gluten Free Food & Allergy Shows. Media partner Nargon Supplier Awards. Media partner Fine Food NZ 2012.

Brilliantly new

on the outside...

still exceptional

quality on the inside.

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

Exceptional range and customer choice

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100% New Zealand quality chicken

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

news Te Puke welcomes a new New World Foodstuffs (Auckland) is to build a new generation New World store to replace the current store in Te Puke. Foodstuffs’ property development general manager Angela Bull says New World has been in Te Puke since 1978 and Foodstuffs is delighted to confirm its ongoing investment in the town. “We are absolutely committed to meeting the Te Puke community’s food and grocery needs and we recognise that the existing store is small and dated. We have been working hard to provide a better supermarket and to invest in Te Puke,” said Bull. “The 2590 square metre New World store will be almost three times bigger than the current store, with a new modern design and plenty of car parking and will have a particular emphasis on value and fresh foods.” The new store will be located on the corner of Jocelyn Street and Commerce Lane, adjacent to Jubilee Park and the proposed community facilities being developed by the Western Bay of Plenty District Council. Foodstuffs’ decision ends four years of negotiation and regulatory processes with the local council, which has sold the land to Foodstuffs as part of its overall town centre re-development. “The decision to invest in a new New World is the result of careful consideration of the best outcome for a development at Jubilee Park and co-operation with the council. We would like to thank the

council for its support and input into the new New World,” says Bull. Te Puke New World’s owner operator Jon Morrison is looking forward to the new store. “We welcome the opportunity to provide customers with more choice, value and service,” says Morrison. “We appreciate the loyalty and support of the community and I can’t wait to serve our customers in a new supermarket.” The development has been welcomed by Te Puke Economic Development Group managing director Mark Boyle. “This is very good news indeed and we are absolutely delighted. It is a vote of confidence from Foodstuffs in the continued growth of the Te Puke district and is tangible evidence of growth and development in our local economy,” Boyle said. l

“We appreciate the loyalty and support of the community and I can’t wait to serve our customers in a new supermarket.”

New retail food concept for Wellington’s CBD Wellington food lovers are in store for a brand new innercity food experience with the development of New World Metro Ghuznee Street and INK Apartments, on the corner of Ghuznee and Leeds Streets in Te Aro. Marty Price, general manager Property and Retail Development at Foodstuffs Wellington, says he is looking forward to bringing this new concept to life. “Following on from the success of our other Metro stores, we’re continuing to progress this model with another quality inner city offering, in the heart of one of Wellington’s most vibrant neighbourhoods. “There will be two levels of retail space, with individually designed sections catering for all shoppers, from people grabbing the daily necessities, to a social kitchen and food learning centre for experienced cooks – a first for New World nationwide. “We’ll also have an artisan bakery, two deli areas with fresh pasta made in store, dedicated sections for premium homewares, gluten free, GE free and organic foods, and a cheese, wine and beer range that is sure to excite foodies,” said Price.

FMCG july 2012

The development is part of a wider joint venture development with Vicinity, the group that developed the distinctive Tattoo Apartments in Able Smith Street. Mike Cole from Vicinity says Foodstuffs is the ideal partner for this innovative project, as the company’s locally owned cooperative structure means it is well connected to the needs of the local community. “Foodstuffs has been great to work with – its people are very open to trying new concepts, like the integration of bold street-style art on the exterior. “They also care a great deal about being an integral part of the community, which is why the internal layout and design of the store will really reflect the atmosphere in Cuba Quarter. New World Metro Ghuznee Street will definitely be a project which stands out from the crowd.” Fifty two residential units will be situated above the supermarket, with shared access to a communal outdoor space and double glazing to keep the apartments warm and quiet while taking advantage of the location in the heart of Te Aro. Demolition on the site is now complete, with construction due to begin later this year and scheduled to take 12 to 14 months. l

n ews

L-R: Pak’nSave owner operator Gareth Jones, Minister of Energy ad Resources Phil Heatley, ECOsystems senior energy efficiency engineer Jon Dazeley.

Whanganui Pak’nSave wins national energy saving award Whanganui Pak’nSave has been honoured in the 2012 EECA Awards for a project that cut energy use by 40%, setting the standard for the supermarket sector. The awards are the flagship event for the Energy Efficiency and Conservation Authority. The store, with energy consultants EcoSystems, was named winner of the Small to Medium Business Award in the EECA Awards for a ‘courageous’ project that tackled energy use across the store. The energy savings are so impressive that parent group Foodstuffs is using the project to inform its national energy management plan, and EcoSystems is set to work on a further 30 to 60 store upgrades. The supermarket makeover was kickstarted early last year when owner/operator Gareth Jones’ fiveyear-old son asked him what he was doing to help the environment. That prompted a call to Wellingtonbased EcoSystems, which scoured the store for energy-saving opportunities. The project included installing skylights to bring in natural light, automatic lighting sensors and controls, using outside air for ‘free

cooling’ during summer rather than air conditioning, and putting double glazed doors on fridges and freezers. Sub-metering keeps ongoing tabs on where energy is being used in the store, to make sure the savings continue. EECA chief executive Mike Underhill said there was huge potential for energy saving in commercial buildings such as supermarkets and foodstores. “Driving down energy use and costs is good for business owners, customers and ultimately the whole community,” he said. “It delivers to the bottom line, brings a competitive edge and takes pressure off our national supply. This was a courageous undertaking on the part of the store owner, and looks like it could be the touchstone that helps transform a whole industry. It’s a small business punching above its weight – it’s a very worthy award winner.” The Small to Medium Business Award was sponsored by Knauf Insulation. The Supreme Award was won by Air New Zealand. The EECA Awards are presented in association with principal sponsors EcoInsulation, Fujitsu General New Zealand and Vector. l july 2012 FMCG

news Top Olympians set Powerade challenge The Powerade Challenge 2012, which began in early June and runs until July 31, dares sports-people to go up against some of New Zealand’s top athletes on an interactive running course in either Auckland (9km) or Wellington (8km). Olympic athletes posted the first times to the race’s online leader board, the central platform for an eight week multimedia marketing campaign, leading up to the London 2012 Olympic Games. Special RFID interactive wristbands log runner times and running names are displayed on a giant digital billboard. An online leaderboard at www.powerade.co.nz. shows rankings, including benchmarks set by New Zealand Olympians like Ali Shanks and Hamish Carter. Challenge 2012 ambassador, world cycling champ Ali Shanks says, “I’m proud to support the Powerade Challenge and hope Kiwi sportspeople will take up the opportunity to get out there and complete their course.” Olympic Gold medallists Hamish Carter (triathlon), Bronze medallists Nathan Twaddle (rowing) and swimming champion Moss Burmester were the first to run the course. Paul Fitzgerald, general manager Coca-Cola Oceania, says, “Coca-Cola is a longstanding partner of the Olympic Games, so we’re excited about bringing a little bit of the London 2012

Olympic Games competitive spirit to New Zealand. Powerade has been fuelling Kiwi sportspeople for years and one of the things we’ve learned during that time is that New Zealanders love a bit of healthy competition. More than 2000 people registered in the first Powerade Challenge, we’re hoping to exceed that number in 2012,” said Fitzgerald. l

Setting the challenge – Olympic gold medallist Hamish Carter.

EasiYo’s success in Italian market recognised

1 Day Workshop

Approaches to Shopper Marketing

Crowne Plaza

Auckland Wed 22 Aug 8.30 - 5.30pm Cost $795

Learn from the latest international Shopper Marketing studies. Best practice case studies from USA, UK, Asia and Australia. Course facilitators, ShopAbility, are international thought leaders, researchers and trainers in Shopper Marketing. It’s all about better retailer engagement, increased relevance and appeal to shoppers and how to stay ahead of the game.

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FMCG july 2012

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EasiYo, the manufacturer and exporter of the EasiYo Yogurt Maker, was recognised at the Export Awards, held in Auckland in June, for capturing the Italian market with its highly successful EasiYo product. This time last year, EasiYo won the QBE Exporter of the Year Award for the under $35 million sector. CEO Paul O’Brien, says team members have been growing their export markets around the world, with more than 75% of revenues now coming from offshore. Their efforts have been highlighted by the success of the EasiYo brand within the Italian market, he said. Planning for entrance into the Italian market began in June 2010 when an opportunity with the QVC shopping channel was presented. O’Brien says that within a few months, EasiYo overcame a number of hurdles and developed a range, in multi-language European packs, in time to meet the first order received in September 2010. Within 21 months, the Italian market has sold ¤3 million of EasiYo products. “With this success in Italy and our efforts ramping up in China, we are on track to reach $50 million in revenue in the next few years, up from $25 million three years ago,” O’Brien said. The EasiYo Yogurt Maker was developed by Len and Kathy Light and first launched at the Auckland Home Show in 1992. Within a few years it was available in supermarkets throughout New Zealand and Australia. l

Advertorial

Hellers Streaks Ahead.

Hellers New Middle Eye Bacon.

Hellers is launching a new nationwide TV campaign, again featuring Leigh Hart, for its streaky bacon and it hits the airwaves on Sunday 8 July.

John McWhirter, General Manager Marketing & Sales, said that Hellers wanted to maximise the popularity and growth of its Streaky bacon by emphasising Hellers superior taste and quality that is born out of generations of the Hellers family butchers. It all started with Gorg Heller in the 1880’s in Arrowtown,

Hellers has just launched a new Middle Eye bacon as part of their rapidly growing traditional bacon range. There has been

Central Otago, in a butcher’s shop set up to supply the huge numbers of gold OQNRODBSNQR ƦNNCHMF HMSN SGD @QD@ @MC this will be the location for the new TV ad. “Streaky bacon is now the biggest selling variety for Hellers and we’ve got some innovative plans, along with the new TV campaign, to accelerate that popularity for our supermarket partners”, said John McWhirter. “Hellers has invested strongly in the new look of its brand and packaging and this will continue along with new developments in bacon varieties NƤDQHMF A@BNM KNUDQR LNQD BGNHBD Ś

Brydon Heller (left) & John McWhirter

increasing demand from consumers for top quality bacon that tastes delicious, while still being low fat. To meet this demand Hellers has perfected the art of producing a European style Middle Eye bacon renowned for its premium BTS @MC E@MS@RSHB Ʀ@UNTQ “Following the tremendous success of our Free Farmed Middle Eye bacon, Hellers food technicians have developed the ultimate bacon for every day use,” says Brydon Heller. “We’re really excited about our new Middle Eye bacon that received rave reviews in our tastetest panels. This will put new stimulus into the bacon category and help the Supermarkets continue to grow returns with Hellers bacon.”

Winter TV Campaign to Boost Bacon Sales. Hellers returns with its popular TV ads featuring ‘That Guy’ Leigh Hart in July and August with a heavyweight campaign on TV3, Four, Sky, Prime and Video On Demand promoting its Streaky and Middle Eye bacon. Look out for Leigh Hart who pops up in Arrowtown with the local bacon fans.

JULY BACON TV BACON ON DEMAND

AUGUST

n a rgo n

Budget was tough but necessary Trina Snow, executive director, NARGON.

Trina Snow has confidence in National’s ‘Investing in our future’ Budget.

We all know people who are simply not interested in politics. They say dismissive comments like “don’t vote, it just encourages them” and “why should I be interested in politics? It has nothing to do with me. ”Those people absolutely have a right to hold that world view, but they are gravely mistaken if they believe politics does not affect our everyday lives. The decisions that politicians make have an impact – at home, at work and at play. They can decide how much tax you pay, who can buy alcohol, who gives way at the intersection and what your children are taught. Politicians’ actions can contribute to the interest rate on your mortgage going up or the cost of goods from overseas going down. Political activity is a significant influence on how much money your customers have to spend and what they choose to spend it on.What the Government does can impact your store costs and alter the ease of doing business. Members of Parliament cannot run your store, but they can certainly help make it better or worse, sometimes much worse.The owner of any supermarket in Greece will confirm that what governments do can have a massive impact on business. One of the most significant events on the political calendar is the Budget. The Government sets out in considerable detail exactly how it intends to spend taxpayer funds over the coming years. If a Budget was not passed by Parliament, no money could be spent and the Government would immediately fall. It is that important. That makes it more intriguing that Ministers in recent years are always trying to dampen down expectations and promising “boring” Budgets with “zero” new spending. Budget 2012, titled “Investing in Our Future”, contained very few surprises and no huge policy shifts. However, the Government’s overall response to challenging economic conditions will

FMCG july 2012

have a big effect on how the New Zealand economy performs. Prime Minister John Key, in his traditional postBudget speech, said the Budget “gets the Government’s books back into shape, and does so in a way that continues to support New Zealanders, maintain public services and protect the most vulnerable in our society. The headline measure of our financial management in the Budget is the fact that we are on track to post an operating surplus in 2014/15. It’s not the world’s biggest surplus. But it’s a very important milestone.” Essentially, that means the Government will be raising enough revenue to meet expenses without increasing debt. It can then begin to pay back that debt and reduce the sizable interest payments. For many business owners, this would appear to be common sense. However, it has not been common practice for many years. To boost the economy, the Prime Minister says the “Government’s role is to make sure the economy’s settings are conducive to business confidence and growth”. There were no Budget measures specifically targeting the retail grocery sector but there were several announcements of particular interest. Economic growth is expected to be around 3% each year, which sounds modest but is actually ahead of every developed nation except Australia. Unemployment is forecast to decline, the opposite of what is occurring in Europe and America.This means consumers will have more money in their wallets, which is important for the success of our industry. The Government has continued its focus on broadening the tax base, closing loopholes and improving the fairness of the tax system. This includes nearly $80 million for tax auditing and compliance.This is expected to bring in almost $350m more tax. Stores need to ensure their tax obligations are being fully met as the IRD is taking a more active stance. KiwiSaver is being changed. From 1 April 2013, the minimum contribution from individuals and employers will increase from 2% to 3%. However, the Government has decided to defer its auto-enrolment exercise for KiwiSaver as it would put the forecast surplus at risk. NARGON believes it was a tough budget but it got the balance just about right.

fgc

Problems posed by parallel imports Katherine Rich, CEO, NZ Food & Grocery Council. Email: Katherine.rich@fgc.co.nz

Not everything is as it seems argues Katherine Rich. Parallel-imported goods are creating major headaches for FGC members, and not just because of lost sales.The biggest pain has been damage to the reputation of local brands as a result of parallel-imported grocery products not meeting shoppers’ expectations. As FMCG readers know, shoppers use brands to shortcut their purchasing decisions as they scoot down supermarket aisles.When they are rushed for time, most take only a few seconds to make up their minds, glancing at the brand imagery rather than the on-pack detail. Brand reputation and loyalty can take years to build but only a few bad experiences to demolish, so suppliers are aware that happy customers can turn into irate complainants. Understandably, some shoppers feel tricked when a product is not what they expected. Most don’t know that while parallel-imported products may carry the same brand name and logo, in most cases they will be different in some way, sometimes significantly so, because local variants have been manufactured for diverse markets with different needs. Parallel imports are not illegal – as long as they comply with New Zealand rules. Retailers are within their rights to sell them, although FGC would prefer they purchased them from our member companies. Retailers want to give shoppers greater choice and lower prices, but the world of parallel imports is one where, for shoppers, not everything is as it seems. Some retailers claim such imports are “bargains”, and often they do seem cheaper, but there are often critical reasons for that, some of which the consumer wouldn’t be so keen to hear. The goods could be ends of lines, have expired overseas competitions on-pack, be short-dated, close to expiry, or of a quality made for a completely different price point. There are also food safety issues. In some markets there have been cases where a product destined for destruction was re-sold into the market. But the key question is whether the quality is what New Zealand consumers expect. In most of the cases drawn to the attention of FGC, the answer is no. The problem with many parallel-imported products is they are not suited to the expectations of Kiwis, whose reactions can vary from slight disappointment to outrage, as we have seen with some high-profile recent cases. Recently, parallel-imported nappies from Asia didn’t

suit our market, leaving many mothers feeling they’d bought a burden not a bargain.The logo was the same, but the quality was for a completely different market.What’s more, and there is no polite way of saying this, Kiwi babies’ bums are bigger and the parallelimported nappies were too small and not as absorbent.This led to bad outcomes in some nurseries. Why? Well, as any mother who has had to deal with the fallout from a baby nappy “malfunction” knows, the natural reaction is not just to curse loudly but to consider switching brands. As a result, the New Zealand brand owner unfairly copped flak for something that had nothing to do with them and they took the rare step of publishing newspaper advertisements to provide information to consumers. It makes sense in food categories, too.Whether it’s Filipino breakfast drinks or Vietnamese soft drinks sweetened with corn syrup rather than sugar, if a product is made to a different taste profile expected by New Zealand palettes, the outcome is the same – disappointment. It’s the potential reputational damage that matters most to local brand owners. Many parallel imports mislead and disappoint consumers because they are not what is expected, and when that happens then the reputation of local brands, often built up over generations, can quickly deteriorate.And once brand trust is gone it’s hard to restore. A further worry for regulators and local brand owners is when parallel-imported foods breach labelling requirements and even contain ingredients that are illegal in New Zealand. While some breaches may not pose a health risk, accurate and correct label information is critical for people with allergies. If retailers want to pursue parallel imports there has to be greater transparency for shoppers. There is no legal requirement for retailers to identify parallel-imported goods, but retailers mislead shoppers if no effort is made to at least alert them – either in-store or onpack – to the possibility that the product could be different to what they are used to.

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

gs 1

On recalls & withdrawals Peter Stevens discusses New Zealand’s new efficient online portal for product recalls. Dr Peter Stevens, CEO, GS1. Email: peter.stevens@gs1nz.org.

Recently I was asked to present to a Seafood Industry Sector traceability workshop. In the course of my research, I must say that I was impressed with how good a job NZ does relatively around food safety. Where the US data is horrible – food-borne illnesses cause one in six Americans to get sick, 18,000 to be hospitalised and is implicated in the deaths of almost 3000 per year (Source: US Food & Drug Administration), New Zealand appears to have little in the way of deaths. Certainly we have not had the megabad food recalls that North America has had, involving tomatoes, cantaloupes, peanut butter, small goods, ground beef, chicken, etc, etc. However, data presented by the NZ Food Safety Authority shows the total cost of food-borne illnesses to the total economy (see figure). From a total cost of $162 million in 2009, only a fraction ($12.3m) was borne by those who supplied the food that made consumers sick. By far the largest costs were borne by households themselves by way of “incident case costs of disease associated with treatment, loss of output and residual lifestyle loss”. Figure 1 – Total costs of foodborne diseases (NZFSA, 2010)

packaging defect etc), it is really important for recalls and withdrawals to happen smoothly, unambiguously and efficiently. Retailers, who execute the recalls, need to know what to pull, what to do with the product and what advice to give to end consumers. Whilst we have systems in place now, for the 100+ times per year that product is pulled back from the market, most of them still involve cell phones, faxes and low-tech emails. Room for improvement? Certainly a group of grocery leaders from Cadbury, DB Breweries, Fonterra Brands, Foodstuffs, Goodman Fielder, Kimberly-Clark, Nestlé, Progressive Enterprises, NZ Food & Grocery Council and MAF/MPI over the past 12 months thought so. Accordingly, on July 17 Hon Kate Wilkinson, Minister for Food Safety, will launch – in front of an audience of the great and the good – ProductRecallnz, the new national portal for recalls and withdrawals. ProductRecallnz allows suppliers of food & grocery products to electronically send notifications to their trading partners (at launch, Foodstuffs & Progressive) in a standardised and efficient manner. In addition, visibility of the recall or withdrawal can be provided to the Ministry of Primary Industries (the regulator in the sector).

The view of a supplier?

Government Industry Treatment Output Loss Residual Private

So, not too much room for complacency then! All of us in the industry have an interest in making food as safe as possible.Accepting that mistakes happen and food gets to the market that is either unsafe or with some other quality control issue (eg, labelling, un-notified allergen, 14

FMCG july 2012

“A recall/withdrawal can be a stressful time for a manufacturer, especially as it is a process that is seldom put into practice. An industry-wide solution to assist in this area is long overdue.” – Dianne Bird, quality assurance manager, DB Breweries.

The view of a retailer? “ProductRecallnz will bring us more into line with international trading partners and provide consistency of process for NZ manufacturers who need to activate a withdrawal or recall with their respective retail networks.” – Mark Bell, national health and food safety manager, Progressive Enterprises (operator of Countdown stores). It is hoped by all that this portal will assist the food and grocery industry to maintain or even enhance its reputation for quality.

What’s online

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

Confident consumers in charge People no longer shop “online” or “offline”, they just shop, says Peter Huskins. Read the online version of his article at fmcg.co.nz/features/opinion.

Plastic packaging Get it right to recycle more ... and keep consumers loving your brand, says Packaging Council of New Zealand Executive Director Paul Curtis in his online column.

Bakery apprentices A new study by Competenz shows that given the right support, the number of baking companies hiring apprentices could increase by more than 50 percent.

New Products

Mentoring benefits everyone

PLUS

Tui reveals its dark side with the launch of Tui Dark; Archers Apple with Raspberry Cider goes on sale. See these and other new products at fmcg.co.nz

There is a current trend in business toward more activity in coaching and mentoring. Read what Kevin Vincent has to say on fmcg.co.nz/features/opinion

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

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

PRIME Green kiwifruit, persimmons, lemons, limes and mandarins. Yams, chokos, parsnips, carrots, main crop potatoes, excellent fennel bulb and celeriac and Brussels sprouts. Kahawai, piper, hoki, ling, blue cod and tuna. The Pacific oysters are in better nick.

SHOT TO BITS Feijoas have done their dash.

FMCG FEBRUARY 2012

FISH Blue cod This really is a good time for this delectable white fish with its lovely texture and delicate flavour. Not the cheapest fish in the sea, but it is very easy to handle and worth the price every time. The further south they are caught the better they are. Blue Moki This is also the season for this fish, which is well priced at this time of year. Hake Quite lovely eating if treated gently. The short fresh season for this delicate fish starts this month. Hoki This is the season for fresh hoki. It is always well priced and people should try it fresh not just frozen/ fried from the takeaway. Kahawai Still a good time for those big kahawai, and I stick by my guns; as good at least as any other fish in the sea. Ling The fresh season for ling runs until November. The fresh fish is a surprisingly lovely fish to eat, if not to look at. The frozen and smoked product is also available. Orange roughy The fresh roughy season is not far off; yeah… moving on… Piper is most abundant over winter and likely to be available, but there are not a lot of fishers for this delectable little fish. Salmon, quinnat, Chinook, or king… call it what you will, it is a great product and New Zealand farms more of this fish than the rest of the world put together. Trevally Yes, again, I am pushing this fantastic common fish. The main season is over and there is less in the market but it is of better quality over winter and still well priced. This is fish that needs to be turned over quickly as it is not a long keeper. Warehou is a good southern species available in winter and at a very good price.

MEAT Generally it is not bad news on the red meat front for the short/ medium term. Lamb prices are trending up, but at $5.39/kg are still about a third lower than this time last year. Seasonal processing plant closures, a tighter supply and a lift in schedules have raised all lamb prices from recent lows. Good lamb volumes have been slow to arrive at the processing end and doubts are being heard that the predicted 2% lift in annual production may not eventuate. Mutton prices continue to stay comparatively low. Beef Local trade prices are steady at $4.00-$4.15/kg but we can expect a steady slow rise in prices over the next month or so. Venison There has been another small lift in venison schedules as prices begin their climb to the chilled carcass season. The average schedule is rising but is still 75c/kg behind the price at this time last year.

FRUIT Apples New Zealand seasonal apples are still available and still good quality so we will not need to put imported rubbish on the shelves just yet. Avocados Watch the quality until the new season’s fruit comes onto the market. Chestnuts are in season but dropping off, then again hazelnuts are starting. If people see them with your produce they will likely buy them. Citrus New Zealand lemons are back, thank goodness. New Zealand mandarins are well in. Early New Zealand oranges will start to show up

shortly and limes have been in the markets for a while. Feijoas The season is about finished. Kiwis Now is the time to push kiwifruit as the main crop is in and prices remarkably good even considering the PSA kiwifruit disease crisis. Longans and lychees (imported that is) are available at this time of year for that something a wee bit different. Sometimes considered the poorer cousin of the illustrious lychee, the longan is very popular in other countries and is a very fine fruit. Pears There will be a New Zealand pear or two about but they are deteriorating from now on. The nashi pear will hold on a little longer. Persimmons This is another good early winter fruit and will hang around for a month or two. Tamarillos are available for those who can get a mortgage.

VEGETABLES Time for a root? It sure is; yams are definitely a good option at this time of year as are carrots, parsnips, swedes, the turnips including Kohlrabi, celeriac, and main crop and Maori potatoes. Fennel bulb, onions, and of course leeks are all in the best condition at this time of year. In fact this is the time to buy in all the roots, bulbs and stems that grow on or under the ground. These winter vegetables are all at their very best and very good buying. These vegetables will include the Jerusalem artichoke as more and more customers are catching on to this wonderful root vegetable, due, I suspect, in part because people are being more exposed to it in restaurants. Brussels sprouts are at their best and the cost is coming back. Capsicums and aubergines are mostly imports at this time of year. There will be a few New Zealand hothouse fruits around but expensive. Celery is a very good buy at present and the quality is also very good. Chokos are slowing but they keep well so you will still be able to get them until mid August or so. Garlic grown in New Zealand is

getting scarce but there is plenty of the cheap Chinese rubbish about. The imported American stuff is much better quality, but you have to pay for it. Shallots are hard to find and will become harder.

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The rise & rise of Celebrity chef Sean Armstrong is the driving force behind Loaf. His vision of producing high quality artisan breads and baked goods led to the opening of his bakery in 2004.

t all started when Sean Armstrong, executive chef and owner of one of Auckland’s leading restaurants, became increasingly frustrated with the city’s lacklustre bread offering. Despite extensive trial and investigation, he could not find a consistent supply of quality baked goods and he decided that there was a distinct gap in the market. From small beginnings in a 100 square metre garage, the Aucklandbased company has expanded into larger premises twice. Loaf ’s unique style, great service and delicious products rapidly grew the brand’s popularity and the business grew to supply gourmet stores and delis. By 2008, it started offering baked slices and sweet loaves. In 2010, Loaf won the Bakery Category for Food Product Innovation at the New Zealand Food Awards for its Potato Nigella Rosemary Sourdough. The bakery now supplies artisan breads and specialty cakes every week to selected supermarkets, food stores, restaurants and cafes across the nation. 18

FMCG July 2012

Loaf

Loaf ’s gourmet doughnuts are legendary. Some customers travel for miles to buy them, along with the bakery’s sweet slices and artisan products. So what is the secret behind this award-winning bakery’s success? Armstrong took some time out from his busy schedule to talk to FMCG. Where do you find inspiration for your products? Inspiration comes from overseas exploration of product trends in similar markets to ours. We also get a lot of inspiration from listening to our customers. How are your products progressing in New Zealand supermarkets? Well, but we have the need for greater distribution and understanding of our products and their quality. Your vision for Loaf in the next two years is… To really assert itself as a leader in

product development and service, along with expanding our business into international markets. Are there any new developments at Loaf, you wish to mention? We are working on some new products more suited specifically for supermarkets and their customers. Which consumer trends do you predict for the next year? Sliders (pictured above) are really hot right now. These little burgers have caused quite a stir at Metro Audi’s Restaurant of the Year, Depot Eatery. The buns were created by Al Brown and handcrafted by Loaf.They are now available in retail packs for people to enjoy at home. They’re great for kids, finger food and mini burgers. Small is good! The uses are endless. We’ve also started using QR codes on the packaging for this range. The beauty of the QR code is it makes it really easy for customers to get everything they need at once.They just scan the QR code and it takes them straight

Q&A “Inspiration comes from overseas exploration of product trends in similar markets to ours. We also get a lot of inspiration from listening to our customers.” Sean Armstrong, Loaf founder. to the relevant page on our website for inspiration on what to do with the product and gives them loads of recipes at their fingertips. They can check the other ingredients they’ll need while in store. It couldn’t be easier. What are the biggest challenges for the NZ food industry in the next few years, in your opinion? The biggest challenges facing our

side of the industry over the next 12 months would be the increasing costs around raw materials. This is having a huge effect on all aspects of every business in our industry. Top tip for NZ supermarkets? We’ve found consumers are becoming more discerning about what they buy. They’re looking for more traditional style food, products that aren’t

full of preservatives and are free from palm oil. We pride ourselves on the quality of our ingredients and handcrafted process. When you are not at work, your favourite activity is…? Spending time with Kate, Sophie and Sam and if there is any left after them it’s any form of exercise with my mates!

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Cakes & cookies give an energy lift M

ost of us feel like an energy lift to help us through those cold, dark days from June to September, and salads and such-like may well be put on hold until warmer days as the desire for something sweet takes over. But uncertain economic times are having an effect on the market.

FMCG july 2012

DOMINANCE IN BISCUITS As a category, Biscuits represents 3% of total Pre-packaged Grocery. The Biscuit category is valued at $375 million and growth +4.2%. With more than 120 years of baking expertise and creating brands for New Zealanders, Griffins is the key biscuit supplier, holding a 37.5 % value share and +6.8% dollar value growth. (MAT Aztec 13/05/12) Griffin’s has nine out of the top 10 biscuits in Grocery (Aztec Data MAT to 13th May 2011), including perennial Kiwi favourites such as Toffee Pops, MallowPuffs, Squiggles, Gingernuts, Super Wines, Cookie Bear Chocolate Chippies and Cookie Bear Shrewsbury. A major launch was the Collisions range in May 2011. “Collisions is a range of four biscuits which combine two of NZs favourite chocolate biscuits to create the ultimate chocolate biscuit,” says Biscuits category manager Hamish Macpherson. The Collisions range includes MallowPuffs Toffee Pops, MallowPuffs Mint Treat, Toffee Pops Krispie and Hokey Pokey Squiggles Chocolate Chippie. Collisions have sold “extremely well,” said Macpherson. “The high level of product trial drove Collisions to be the number one biscuit NPD launch* in the Biscuits category. For the Enrobed segment,

Collisions assisted to drive retail sales to a new record for the September quarter of 2011.” (Measured by TKA retail sales for the first 13 weeks of launch Aztec.) Biscuits marketing manager Angela Monro says following the launch of the ‘Dear Griffin’s’ campaign in June 2011, consumers have responded well to what they love about Griffin’s biscuits. “An incredible success has been the development of the Griffin’s Facebook page. This has grown to more than 75,000 fans. We have seen growing support from the Facebook community to bring back an old favourite – Chocoade; a great orangey, chockie bikkie from the ’80s. The pre-launch support for the product from retailers and consumers has been astounding,” she said. The launch date was set for July 9, 2012.

COOKIE INDULGENCE Consumer research shows that an energy lift is the most common reason for buying biscuits and cookies, according to Lizzie Parker, marketing manager, Cookie Time. “Cookies are at the more indulgent end of the category and are about taking a break in routine, enjoying time out and lifting your mood. Cookie Time cookies have been around for close to 30 years and

cakes & bi scu its THE BREAKDOWN Current MAT to 20 May 2012

our best-selling Original Chocolate Chunk cookie is still made to the same recipe.” Parker says Cookie Time is renowned for its “generous chunks of chocolate, delicious taste and wholesome pantry style ingredients – real chocolate, real eggs and real butter. We batch-bake our cookies and make more than 11 different types, from Original Chocolate Chunk through to Triple Chocolate, Apricot Chocolate, Afghans and Gluten-Free. All our cookies are free from artificial colours, flavours and preservatives. “We’re looking to launch a number of range extensions and new products. In the last 12 months we’ve been primarily focused on the route trade and schools with new product development, but we now have a number of projects underway for grocery, using research insights,” she said. “Amongst the findings is the way our lives are now punctuated with regular snacks. The snack food category has expanded, with snacking being about moderating energy levels – the antidote to stress and fast lives. “Snack food is anything mobile or portable, modified or combined to make more ‘convenient’ eg, from cereal to bar, from solid to liquid or scaled down from meal size. Cookie Time meets this need with a range of cookie sizes.”

HOME BAKING REVIVAL The Cake Mix category is worth $13.7m and the Edmonds range is a strong player with 41% unit share of the category (Aztec Data, MAT 20/05/12). “We have 19 SKUs across our Cake Mix range, ranging from affordable Family Favourites through to more indulgent Home Café variants and Pancakes,” said Edmonds brand manager Rachel Olsen. “Home baking seems to be on the rise, predominately due to tough economic times and the proliferation of baking and cooking shows on TV. However, consumers are also becoming increasingly time poor and hence requiring the need for convenience. Cake Mix provides the joy of baking quickly and easily.” Olsen says Edmonds is one of New Zealand’s oldest and best loved brands and is synonymous with Kiwi baking. “The Edmonds Cake Mix range provides the reassurance of Edmonds’ baking expertise and carries the sureto-rise promise.This shines through in our Cake Mix performance which has seen substantial growth over the last year. “Dollars are up 13.4% and units are up 10.1% vs YA, well above total category growth (Aztec Data, MAT 20/05/12). Cupcakes continue to be popular with consumers and whilst there are a lot of flavours to choose

Total Cakes: $33.318m Value % Chg vs YA 8.7 T. Fruit Cakes: $1.489m Value % Chg vs YA -12.5 T. Iced Cakes: $299,615 Value % Chg vs YA -21.1 T. Kisses: $2.779m Value % Chg vs YA -5.2 T. Loaves: $1.500m Value % Chg vs YA -5.4 T. Meringues/Pavlovas: $5.387m Value % Chg vs YA -5.5 T. Other Types: $4.829m Value % Chg vs YA 20.9 T. Plain Cakes: $1.740m Value % Chg vs YA 19.8 T. Slices: $9.287m Value % Chg vs YA 15.5 T. Sponges: $2.902m Value % Chg vs YA -0.7 T. Tarts: $454,667 Value % Chg vs YA 268.8 Total Biscuits incl Rice Wafer Cakes: $375.591m Value % Chg vs YA 4.8 T. Assorted Biscuits: $6.373m Value % Chg vs YA -16.3 T. Childrens Biscuits: $36.868m Value % Chg vs YA 2.8 T. Cookies: $29.292m Value % Chg vs YA 2.7 T. Cracker Biscuits: $94.977m Value % Chg vs YA 10.1 T. Cream & Jam Biscuits: $21.860m Value % Chg vs YA 7.9 T. Enrobed Biscuits: $83.308m Value % Chg vs YA -1.2 T. Plain Sweet Biscuits: $52.699m Value % Chg vs YA 7.3 T. Rice Crackers: $38.435m Value % Chg vs YA 7.5 T. Rice Wafers/Cakes: $11.780m Value % Chg vs YA 11.6 * Nielsen New Zealand ScanTrack (Databank)

july 2012 FMCG

cate go r y c h e c k from within the Cake Mix category, chocolate is still number one,” she said.

BONUS FOR BAKERS Nestlé remains the number one cocoa and cooking chocolate brand – excluding private label – with 30.1%* share of the category. “Nestlé has seen double digit growth (+12.5% value MAT*) across its entire cocoa and cooking chocolate baking portfolio due to the recent resurgence towards baking,” says Nestlé Foods category manager Richard Brown. He says the growth comes as no surprise as Nestlé has created more baking occasions, including Easter, the winter months of June/July, and Christmas. “In terms of cooking chocolate, Nestlé Dark Melts is the top SKU, generating 23%* of total Nestlé cooking chocolate sales, while Nestlé Milk Choc Bits remains the top-selling SKU in the Nestlé Choc Bit range. Nestlé Baking Cocoa is also a consistently strong SKU – generating in excess of $1m scan sales* and growing at an impressive +55% value MAT*. “To bring further excitement to the segment and enable expansion of recipes for bakers, Nestlé has just launched two new products – Caramel Bits and Mini Milk Choc Bits. These products will increase baking frequency by giving bakers more ideas and opportunities around everyday baking ingredients,” Brown said. “Complementing Nestlé’s baking

Why Range Balconi U Quality product with great taste profile U Affordable lunch box options U Good GP and competitive pricing U No artificial colours and additives

range is the much loved and iconic Highlander brand which has been around for 120 years. Significantly, Highlander remains the number one Nestlé product used in baking, with over $7.6 million* in scanned sales. Baking motivations are primarily driven by consumers’ desire for emotional bonding with families and the ability to be creative while doing so.” Brown adds: “There is further opportunity to drive innovation in the baking category and bring emotion to the home baking categories in store. This unlocked opportunity for both suppliers and retailers can delivery category growth and generate strong incremental sales for baking.” *Nielsen ScanTrack Total Supermarkets MAT to 20/05/12

MICRO NUTRIENTS RECOGNISED Eat Right Foods supplies supermarkets, organic-health food stores and cafes throughout New Zealand and various parts of the world. Managing director Rebecca Douglas-Clifford says Eat Right has invested significant resources into the development of a range of bio-available nutrient products. A prototype “Mineral Rich Cookie” was recently presented to the buyers at Whole Foods Market in the US. She believes consumers are becoming far more concerned with what is in products rather than what a product is free from.“No longer is the nutritional

panel, which provides only the macro nutritional information, enough for consumers. It is the micro nutrients in a product which are gaining more recognition. Micro nutrients are available in their highest form in whole grains, seeds, fruits and vegetables and definitely not in white sugar and refined flours typically used by low cost-high volume bake goods manufacturers,” Douglas-Clifford said.

CAKES AND JAM TARTS Hansells Food Group owns the Aunt Betty’s brand, synonymous with steamed puddings. Last year the brand launched a new range of classic cakes and jam tarts made in Hansells’ new Penrose, Auckland bakery. Chocolate, ginger, carrot and walnut cakes, were launched along with a banana bread, and a range of jam tarts in lemon, apricot and raspberry. The latter part of 2011 saw the launch of Aunt Betty’s Scandals, a more indulgent offering featuring bite size tarts in chocolate flavoured pastry shells with choc truffle and caramel fillings. Brand manager Donna O’Herlihy says the brand is launching an additional jam tart to the current range in the popular flavour of passionfruit. “Aunt Betty’s is also launching a new Scandals offering – Caramel Pecan, a crunchy shortcrust pastry shell with a silky caramel centre topped off with pecans. “Other news is that all Aunt Betty’s tarts will move to a fresh, more modern

The Balconi Support Package U Promotional Support U Instore sampling linked with sales volume U Instore merchandising and sales support from CS Brokers-Interlink

For more information contact CS Brokers-Interkink 09 415 2500 or enquiries@csbrokers.co.nz

FMCG july 2012

New Zealand has spoken… so we’ve brought back an old Kiwi favourite! a Initiated by page Facebook fan

AND

rough a Suppor ted th on via the voting applicati ook page... Griffin’s Faceb otes so far* v 8 5 ,5 4 1 h it w

Retail sales opportunity of $2.4M RSV. Part of $1.5M total Dear Griffin’s media campaign.** Your customers have asked so range ‘em today! For more information about Griffin’s Choco-ade contact our customer services department on 0800 474 334 *As stated on 22 June 2012. **2012 Rate Card

cate r y c h e c k buy Newgo Zealanders

twice as much as any other rice cracker* and Peckish is still growing

look packing from July. Learnings taken from the launch of the baked items include consumers’ desire to actually see what they’re going to get before they purchase.We’re getting rid of the currently-used closed box and moving to clear flow wrap.” O’Herlihy says the new packaging will showcase the new look and feel for the brand, which has just been rolled out on new packs of Aunt Betty’s Steamy Puds. Cake packaging will move to the new look later this year.

RICE CRACKER GROWTH

Peckish Rice Crackers

9 9 9 9

have great retailer GP have competitive shelf and promotional pricing have strong in store support won Gold at NARGON Awards for Best New Product 2012

To increase your profit Contact your Brandlines representative or call 0508 356 5323 today

*Aztec data 12 weeks to 27/5/12 FMCG july 2012

Peckish Rice Crackers is “a wow product and has taken New Zealand by storm”, according to business manager Brandlines Fiona Odering. “In March they were launched into Countdown, completing full supermarket distribution. Since this launch, Peckish Rice Crackers has continued the phenomenal growth with year to date being 91%*. They are a proven high volume mover and are now the number one selling rice cracker in Total Key Accounts*. Out of the top 75 SKUs within the rice cracker category, Peckish Rice Crackers has number one, two and three rankings, another four in the top 12 and Wasabi is ranked at number 25,”* she said. “Peckish Rice Crackers’ market share is 35.2%* which is driven by the simple love consumers have for this high quality product; the thinner, lighter and crispier attributes,” Odering

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said. “It is not often New Zealand sees products that tick all the boxes: great retailer margin, competitive shelf and promotional pricing, strong in-store support and quality product that consumers love. This was all confirmed when Peckish Rice Crackers was awarded Gold for Best New Product at the 2012 Nargon Awards. Peckish Rice Crackers have exciting times ahead for both the grocery trade and consumers.” *Aztec data 12 weeks to 27/05/12

INNOVATION FROM GERALDINE Barker’s of Geraldine is a new player to the baking needs segment with an innovative range of convenience bakery fillings and dessert solutions. It is a leading supplier of fillings to bakeries and cafes. Marketing manager Danielle Esplin

says Barker’s has used its bakery experience to create a unique range of retail products which helps home chefs create impressive baked goods and desserts with ease. “The Barker’s bakery range introduced late last year will be re-packaged and re-launched in August to include four exciting products; Lemon & Passionfruit tartlet filling, Chocolate mousse mix, Apple Berry crumble filling and the all new Lime pie filling.” This is in response to the rise in home baking and entertaining and one of the fastest growing opportunities instore, Esplin said. “Not all home cooks have the time or skill to create presentable baked goods or desserts from scratch, so our range targets the ‘food assembler’; someone who enjoys being in the kitchen and making desserts, but want the convenience option. “The Barker’s bakery and dessert

range provides shoppers with a new choice in baking needs which has traditionally been dominated by cake and muffin mixes. The new range extends into the dessert aisle where home cooks are looking for something more sophisticated than the traditional instant dessert powders, microwaveable puddings or shelf stable options.” Esplin says the range is priced competitively with chilled, store bought desserts. “Home cooks can feel proud by adding their creativity to garnishing or making a serving size to suit their occasion.”

ITALIAN QUALITY CS Brokers-Interlink introduced the Balconi brand of snacks, sponges and rolls into the New Zealand market early this year. Established in Milan in 1950, Balconi is a family business that exports products all around the world with more than 3.5 million sponge rolls produced each day – enough to cover two rugby fields. “Balconi has a reputation for producing sponge products of high standard and delicious eating quality,” said CS Brokers director, Stephen Hay. “Kiwis love these snacks and the Balconi products bring innovation and quality. Consumers are looking for

New Improved Packaging At Barker’s, we are the leading supplier of bakery fillings to NZ bakeries and cafes. We have made a selection of our favourite bakery and dessert solutions for you to use in your own kitchen, refreshed in easier to follow packaging. Visit www.barkers.co.nz for delicious recipe ideas. Serving suggestion

Contact your Twin Agencies Rep. 0800 258 946

FMCG july 2012

In the baking aisle and supported by in-store demonstrations.

NEW THE BREAKDOWN Current MAT to 28 March 2010

quality foods at an affordable price.” He says the key products introduced are: • Classic Mix Max 10s – loved for its sponge with low fat cocoa and milk filling. • Rollkao and Rollmilk – Rich sponge cake with low fat chocolate filling and coating. • Tiramisu – Available in snack bars and a delicious tiramisu cake with mascarpone cream and coffee filling, dusted in cocoa powder. • Coco Dessert Cakes with low fat chocolate filling and coating, decorated with white milk and dark chocolate curls. “We will be looking to add new flavours once the current SKUs are up and running and the Balconi brand grows,” Hay said.

Total air care: $19,739m. Value % Chg vs YA -1.6.

P U G N I P P O re! e h P w y r e v se * ACNielsen New Zealand ScanTrack (Databank)

on shelve

POSITIVE FEEDBACK Original Foods brands in route go mainly to service stations. The products are: Original Foods muffins, slice, donuts, cheesecake and cake wedges. Director Jane Mayell says the market is declining due to a number of factors, such as in-store bakeries and cafés making more lines in-house with fewer buy-in lines. “Also, I feel the price of petrol has an impact on impulse buying in this market. However, we do get a huge amount of positive customer feedback, by way of emails driven through our website. Customer feedback via web consistently increases, which we see as extremely positive, and very much assists us with our direction on product development.” Mayell says there is a trend towards a combination of consumers – those looking for something packaged on the run as a snack/lunch option and those looking for the more indulgent sweet snack or sugar fix. Updating of range and packaging is planned, she said.

Available in three delicious ﬂavours: Apple Cinnamon, Frosted Strawberry & Frosted Chocolate Fudge Available now in selected stores throughout NZ & Australia. july 2012 FMCG 27 Or contact Trade Foods NZ Ltd Ph: 09 412 6195 E: enquiries@tradefoods.co.nz

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Health & Beauty Aisle Much has been discovered about the health role of vitamins and supplements in the human diet in recent years and even more is yet to be revealed.

he School of Population Health at the University of Auckland is now conducting one of the largest global studies of the role of vitamin D that has ever been undertaken. Named ViDA (Vitamin-D-Assessment), it is being carried out over four years

and involves 5000 participants. It is aimed at assessing the vitamin’s role in affecting cardiovascular disease and other blood vessel diseases, respiratory disease and bone fractures. Internationally, there is growing realisation that food and beverages alone might not be sufficient to supply all the body’s nutrition needs, particularly in countries where soils lack certain minerals, which includes New Zealand. Folic acid is now recognised as a crucial preventer of birth defects. With increased scientific knowledge and the internet-driven trend towards people taking more responsibility for their own health, the nutrition and supplements industry has become a multi-billion-dollar business. In New Zealand, the Grocery Dietary Supplements market stands at $61 million and is growing strongly at +9.6%. Three key brands account for 73% of the market: Healtheries, Red Seal and Berocca Performance. (Aztec 03/06/12)

VITACO HEALTHERIES Healtheries is the strong number one brand in the sector with 42% share of the market and growth of +5.7%. Vitaco last year launched Healtheries Probiotica P3, described by Angela Monk – senior brand manager Healtheries Supplements, as 28

FMCG july 2012

“a clinically proven, shelf stable and acid resistant blend of three scientifically proven strains that support digestive health, as well as the immune system. It has delivered strong incremental growth to the Digestion segment in Dietary Supplements in Grocery. Probiotics make up 20% of the Digestion market and at $456,000 are up $424,000 vs YA. “Cold, Flu & Immunity is the second biggest segment within Dietary Supplements. Healtheries leads this with 77% share. In March, Healtheries launched value packs (100s) of Healtheries Vitamin C 1000mg and Healtheries Vitamin C 1000mg & Echinacea. 1000mg is one of the fastest growing dosage formats of Vitamin C and these new products will continue to drive usage and volume for the category,” Monk said. “Stress is the seventh biggest segment in Dietary Supplements and is growing at 10.2%. In March, Healtheries launched Stress Day and Night – a unique formulation with a day formula to support endurance and mental stamina, and a night formula to assist sleep quality. Both tablets also help to soothe nervous tension. “Magnesium products sit in the Muscular Pain/Cramps segment, which is one of the fastest growing segments in Dietary Supplements in

v i tami ns & supplemen ts THE BREAKDOWN Grocery, growing at 25% (the segment is $1.2m). Joints is the fifth biggest segment in Dietary Supplements in Grocery and Healtheries leads this segment with 56% share. In March 2012 Healtheries launched Healtheries Muscle Aid which ties into these two segments,” she said. All data Aztec MAT to 03/06/12

INTERNET DRIVES GROWTH Red Seal has the Red Seal and Floradix brands in supermarkets and has plans to launch others in the next few months.“We have some products that will build upon current growth areas and some to target new areas,” said sales and marketing manager Sue Millinchip. The consistent category growth experienced over the past 12-18 months reflects the growing ownership people are taking of their own health, says Millinchip. “The Red Seal philosophy that the body can generally correct imbalances if given the right ‘tools’ and that chemical solutions may lead to harm, is becoming a widely held belief. As the baby boomers approach retirement with healthcare costs increasing, people realise an investment in vitamins and supplements can not only enhance their health today, but give some protection from common ailments in the future. “Within the Total category, we are seeing an increased demand for minerals as awareness of our soil and food deficiencies increases. One of the largest segments, Fish Oil, enjoyed strong growth, undoubtedly helped by both the great offers on value packs, the range of high potency alternatives and continued medical reinforcement of the benefits of Omega 3,” said Millinchip. “Though not a huge segment, insomnia products have grown consistently, perhaps indicating the effects of stress in difficult economic times. “Consumers today also expect to

be able to ask questions and get information on products with ease.The internet has become the first port of call when researching a condition, issue or product.The QR codes now on all Red Seal products allow this to happen as they shop by simply using a smartphone,” she said.

CHEWABLE CONVENIENCE Vital Foods has supplied Phloe and Kiwi Crush to supermarkets, and in the last year has launched Phloe Chewable Tablets to the range. Kylie Jillings, marketing manager, Vital Foods, says the tablets are “a kiwitropical flavoured chewable tablet that is clinically shown to help keep you regular and avoid digestive discomfort. “Chewable tablets have been shown, in our research, to cater to a different consumer need. They don’t need to be consumed with water so are convenient to take on-the-go. Additionally, consumers who don’t like taking capsules (or cannot do so) now have a solution. Chewable tablets are a great option for kids as well; they are yummy so there won’t be any arguments about their daily Phloe.” Jillings says that Phloe Chewable Tablets were launched in June last year, adding to the existing capsules offer. “Chewable tablets have targeted a different consumer and this has been illustrated in the sales, with the tablets providing strong incremental growth for both the Phloe brand and the laxative category. The Phloe brand is growing at 19% YOY and now has 30% value share of the laxative category.* “Digestive health globally, including New Zealand, is a growing concern. Consumers are confronted with very busy lifestyles, challenging their ability to eat the right foods and to get enough exercise. Unfortunately, a byproduct of these challenges is a growth in digestive health-related disorders.

Current MAT to 20 May 2012 Total Health Supplements: $81.073m Value % Chg vs YA 9.2 T. Energy Supplements: $429 Value % Chg vs YA -99.1 T. Fish Liver Oil: $7.353m Value % Chg vs YA 13.7 T. Garlic Tablets & Capsules: $1.742m Value % Chg vs YA -3.1 T. Herbal Supplements: $4.116m Value % Chg vs YA 1.7 T. Minerals: $4.434m Value % Chg vs YA 7.1 T. Nutritional Sports Bars: $8.544m Value % Chg vs YA 18.0 T. Nutritional Supplements: $13.453m Value % Chg vs YA 1.4 T. Other Health Tablets: $8.212m Value % Chg vs YA 10.0 T. Vitamins: $33.155m Value % Chg vs YA 11.5 * Nielsen New Zealand ScanTrack (Databank)

Phloe is a great solution because it offers a natural, preventative product that is convenient for consumers to maintain their digestive health.” *Nielsen data to 20/5/2012

LOW CARB RETURNS Atkins Nutritionals manufactures and sells a variety of nutrition bars and shakes designed around the nutritional principles of the Atkins Diet. Atkins’ four product lines: Advantage, Day Break, Endulge and Cuisine “appeal to a broad audience of both men and women who want to achieve their weight management goals and enjoy a healthier lifestyle”, according to Cam Bourke, sales and operations manager july 2012 FMCG

cate go r y c h e c k Australia New Zealand. Bourke says Atkins products are available in more than 30,000 locations throughout the US and internationally. Products launched in the last 12 months include: Endulge Choc Mint, Endulge Choc Almond, Advantage Shake Mix Cappuccino and Endulge Caramel Nut Chew 5pk. Bourke says those products have been going “very well. With the brand up 23% ($ GTH % YA*) we are very excited about what our new NPD has brought to the brand and the category. With more NPD in the pipeline we are hoping to see this growth trend continue.” Bourke sees the consumer trends as: “Low carb, low carb and low carb. All data points to the fact that low carb is back. After hitting the market by storm in the mid 2000s, consumers and companies are now realising the benefits of a low carb lifestyle. More and more companies are placing an

emphasis on low carb, but Atkins has been around since 1972 and we are the original low carb experts. “Since Atkins launched in New Zealand in late 2008 with low carb products, there are now more than 40 varieties of low carb bars and powders on-shelf from a cross section of manufacturers.” *Data from Nielsen: Total Supermarkets – current MAT to 01 Jan 12 | share of total health supplements.

INTELLIGENT NUTRITION Horleys began in New Zealand in 1976 and “continues to deliver superior New Zealand formulated and made products that embody their ‘Intelligent Sports Nutrition’ positioning”, says marketing manager Karen Smillie. “With a category leading share position of 42.3% of the $21.5m Nutritional Supplements category* (excludes vitamin, minerals and effervescents), the Horleys range is familiar to consumers who have a

passion for working out, health and fitness, organised sport and competitive events,” she said. “Last spring, Horleys brought a packaging update to market with the Training Series powders that changed the face of the category.The ultra contemporary black labels, with stand-out graphics, certainly attracted attention and won praise from consumers. “Summer ’12 saw the launch of Horleys Replace Energy Gels – gels may be niche but are a vital piece of equipment for endurance sport. Already a major presence in the field with Replace Sports drink, Horleys supported this launch with extensive product sampling at triathlon and multisport events,” Smillie said. “Indulgence and low carb are still major trends and the desire for healthier choices brings new users into the protein bar category every day. Horleys range of carb-less bars (Deluxe, Original and Crunch)

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v i tami ns & supplemen ts

which delivers 47% of the total bar sales* in the weight management segment, is transitioning to use naturally sourced stevia extract as a sweetener over the next three months. As the first low carb bars to do so, this will certainly further enhance their appeal to lifestyle and nutrition conscious consumers.” *Aztec value TKA MAT 15/4/12.

COMPLAN RELAUNCHED Heinz Wattie’s speciality for the market is Complan. “With 86% awareness, Complan is very well known, even if consumers haven’t tried it personally,” says Sondra Fraser – marketing manager, Nutritional Solutions Heinz Wattie’s. “We relaunched Complan late last year, positioning it as ‘the nutritional boost for daily wellbeing’ rather than just a meal replacement, and introduced ‘lower fat Vanilla’ – ideal for those who need extra nutrition but want less fat. This was supported by advertising on Food in a Minute where consumers were shown easy recipes that included Complan, and sampling to health professionals and pregnant mums. “Complan has experienced 7.2% growth since the relaunch (Nielsen NZ Total Supermarkets $ sales & change 6 months to 20/05/12). “Although the Nutritional Supplements Category is fairly flat (+1.6%), the wellbeing segment, where Complan is the market leader, continues to grow (+6.7%). (Nielsen NZ Total Supermarkets $ sales MAT to 20/05/12).”

Fraser says in the Total Nutritional Supplements category, Complan Chocolate & Complan Vanilla are the number one and two ranking products (in dollars), (Nielsen NZ Total Supermarkets $ sales MAT, 6 months, qtr to 20/05/12). Complan is available in four flavours including Chocolate, Strawberry, Vanilla (now lower fat) and Double Chocolate which is 98% lactose reduced and can be mixed with soy milk, or water for a low lactose drink.

BEROCCA PERFORMANCE Bayer NZ’s products are: Berocca – the performance multivitamin, and Elevit Women’s Multi a multivitamin for women with children. Products launched in the last year are: • Berocca Focus 50+, a specialty multivitamin tailored for consumers aged 50+. • Elevit Women’s Multis, a multivitamin for women with children. Senior brand manager – Berocca, Mike Campbell says Berocca Focus has performed better than expected and is driving growth of the 50+ multis segment. “Launched in July 2011, the range has now added over $500k sales to the 50+ segment in grocery and the segment is now growing +68% $ sales MAT (Aztec Grocery data MAT to 20/05/12). The Berocca range now has a strong shelf presence and is a real lighthouse brand in the cluttered multivitamins category,” Campbell said. Elevit Women’s Multis launched in mid 2011 and the initial results look

“very positive”, according to Daniela Westphal, senior brand manager – Elevit. “Elevit is the market-leading pregnancy supplement in pharmacy and this new launch leverages this strong brand in grocery with a new multi formula specifically for women with children,” she said. Other points Campbell and Westphal make are: • Vitamins category in 10.6% growth on MAT, ahead of the total packaged grocery +3.4% (source: Aztec data to 24/04/11). • A large number of SKUs and the 80/20 rule applies in this category. • We will continue to see more innovation aimed at specific segments eg, 50+, kids, sleep, etc. • Pregnancy is often the first time women enter the vitamins category, however 80% of women will stop taking vitamins after pregnancy.

CENTRUM ADVANCES Pfizer Consumer Healthcare, a division of Pfizer New Zealand, offers Centrum (multi-vitamin) and Caltrate (calcium supplement) to the market. It re-launched Centrum as Centrum Advance in August 2011. According to Michelle Latta, national account manager Grocery, this has gone “very well”. “We have had significant growth YTD +23.4% $ growth and +6.1% units growth vs YA (Aztec data to 27/05/12), and are outpacing the multivitamin segment which is growing YTD +10.4% $ growth and +2.6% units growth vs YA (Aztec data to 27/05/12),” she said. july 2012 FMCG

cate go r y c h e c k

World moving in different directions A

s AdAge Global noted two years ago: “The biggest growth markets are where people are dreaming of moving up from hand washing to their first hand-cranked or semiautomatic washing machine, or are looking for lower-suds products or rinse additives that will let them make fewer or shorter trips to the well or river.” This might seem a long way from the New Zealand situation, but even in broad trends, the article remarked that the world is often moving in opposite directions at once. “For example, most people in the US and northern Europe prefer lighter fragrances their southern peers would find too watered down – or as having no scent at all.”

DIRT IS GOOD Unilever is New Zealand’s leading laundry detergent manufacturer, with 53.3% market share*. The portfolio includes Persil, Surf & Drive. Persil and Surf are the number one and two brands in the market (27% & 25.7% share*), says Georgina Allen, brand manager Homecare NZ. “Persil prides itself on leading innovation in the market while 32

FMCG july 2012

delivering superior stain removal, and in the last year has launched Black Wash, Ultimate, and Pods (liquid capsules).The launch of Persil Pods in April this year was the most exciting thing to happen in the laundry market in many years. “The convenient pods are the brand’s most advanced liquid ever, with 50% more pre-treaters than Persil liquid, promising outstanding stain removal. Further, in the June issue of Consumer magazine, Persil’s new product, Ultimate was tested to be best performing powder on the market in both top loaders and front loaders,” Allen said. “Persil’s latest products, launched in June, are limited edition NZ Football and All Blacks packs, offering the chance to win a training session with the All Whites or All Blacks. Sponsoring two of New Zealand’s most popular ‘dirty’ sports is a great fit with the Persil brand and its philosophy of ‘dirt is good’.” Allen concluded: “In June last year, Unilever launched the Comfort brand into the fabric conditioner category with the ambition to grow the category. The launch has been very successful with the brand now having a 14.3% share YTD^ and being the

number one brand in concentrated fabric conditioners. Since launch, the market has seen a shift from dilutes to concentrated products (+135.4% growth YTD vs YA^) and most significantly has achieved the ambition of category growth with market penetration increasing by 10.7% in the last year.”** *Aztec Fabric Cleaning, Dollar Value YTD to 13/05/12 ^Aztec Fabric Conditioners, Dollar Value YTD 13/05/12 **Nielsen 52 weeks to w/e 20/05/12

COLD POWER TREND Colgate Palmolive’s brands are: • Cold Power (detergent powders/ liquids) • Fab (detergent powders • Dynamo (detergent liquids) • Cuddly (fabric conditioner) • Fluffy (fabric conditioner) • Sard (pre-treater) • Kindness (delicates). Senior brand manager Kate Symes says Colgate-Palmolive is the number two in Laundry (detergents, fabric conditioners, pre-treaters) supplier with market share up YTD +1.1pts.* Colgate-Palmolive is also the only supplier with a regime presence in all three laundry steps (pre-treaters,

laundr y produ c ts THE BREAKDOWN Current MAT to 20 May 2012

detergents, fabric conditioners), she said. Products launched in the past 12 months include: • Fab / Fluffy Temptations range • Cold Power 2kg range • Cuddly Magic Moments range. “The Fab Temptations concept has proved hugely successful,” says Symes. “It has been largely incremental to the Fab brand and the range has achieved a 2.9% value share (latest Qtr). The Temptations concept was also launched under Fluffy Fabric Conditioner for a unique layered fragrance offering. A Sweet Indulgence variant was added to the range earlier this year to further build on the Temptations concept. “The Cold Power 2kg range launched in February 2012 and is building momentum. The large 2kg size complements Cold Power’s 500g and 1kg bundles and is ideal for families or large households. “Cuddly Magic Moments, launched in May, is a premium concentrated fabric conditioner range and combines an enchanting boost of fragrance and 21 days of freshness,” said Symes. “We have seen a move to larger detergent powder pack sizes (1kg+), particularly in the full service environment (Progressive, New World). Liquid detergents are also gaining momentum, driven by NPD – more space dedicated at store level and a greater promotional focus. “Fabric conditioner concentrates are gaining in popularity with more space being dedicated to these formats in-store, with them now accounting for 33% of the market (latest Qtr).* Data from Aztec P/E 05/06/12

AMAZING RESULTS X-Pert Advanced Formula is a multi-purpose, multi-active laundry concentrate designed for both top loaders and front loaders, says Paramjit Dhatt, managing director I X-Pert Corporation. “It works well using hot or cold water and does a great handwash. X-Pert has been developed to target and remove tough stains from your wash and delivers outstanding results to whites and colours, adding extra softness and leaving a long lasting fresh fragrance. “Since the introduction of X-Pert Laundry Powder Concentrate in April this year, selected supermarkets selling the product have reported some amazing results. We have had a number of repeat orders and the consumer response to the efficiency of the product, together with its very competitive pricing, will see X-Pert on many more supermarket shelves before the end of the year,” Dhatt said. X-Pert Laundry Powder Concentrate is available in 250g, 500g, 1kg, 2kg and 5kg pack sizes. Dhatt says the 1kg pack is the most popular size. “Selling for an everyday price of $2.79 to $2.99, this represents excellent value for a premium laundry concentrate.” He says the product is suitable for: • Top and front loading machines • Hot and cold water washes • Sensitive skin. “X-Pert Laundry Powder Concentrate is now sold in 18 countries and is delivering excellent margins for retailers throughout,” Dhatt said.

Total Laundry Needs: $122.597m Value % Chg vs YA -0.4 T. Clothing Dyes: $191,176 Value % Chg vs YA 20.1 T. Fabric Protectors: $163,080 Value % Chg vs YA 33.0 T. Fabric Refresher: $350,440 Value % Chg vs YA -3.5 T. Fabric Softeners/Antistatic Pads: $9.983m Value % Chg vs YA 15.5 T. Fine Fabric Washers: $3.123m Value % Chg vs YA 1.4 T. Heavy Duty Laundry Liquids: $12.476m Value % Chg vs YA -0.6 T. Heavy Duty Laundry Powder: $77.698m Value % Chg vs YA -1.5 T. Ironing Aids/Laundry Starch: $300,417 Value % Chg vs YA -7.6 T. Laundry Soaps: $963,281 Value % Chg vs YA -2.0 T. Pre Wash Stain Removers: $17.348m Value % Chg vs YA -3.0 * Nielsen New Zealand ScanTrack (Databank)

GREEN PRODUCTS GAIN The Earthwise laundry range includes powders and liquids, fabric stain remover, oxygenated whitener, july 2012 FMCG

cate go r y c h e c k “Before reaching the market, each product has to have met strict criteria. If there is any doubt about the safety of an ingredient for people’s health or the health of the environment, a safer alternative must be found.” Melissa Fletcher, ecostore Australasia. fabric softener and wool & delicates wash. “All our products are phosphate, nitrate, chlorine and ammonia free and are manufactured in New Zealand,” said director Jamie Peters. “Earlier this year we released a new range of sustainable laundry powders and liquids, harnessing the ancient power of lavender.” Products in the range include: • Laundry Powder Lavender 1kg & 2kg • Laundry Liquid Lavender 750ml • Oxy Whitener Lavender & Eucalyptus 1kg • Fabric Spray Stain Remover Lavender & Eucalyptus 500ml • Fabric Gel Stain Remover Gel Lavender & Eucalyptus 250ml Peters says the Environmental Laundry category is worth $9.577m. “Earthwise has 26.6% share on MAT, but testament to its growth, currently has 35.5% share on latest quarter. Earthwise is showing 300% growth vs YA on latest quarter, driving category growth of 19.4% over this time. Key to this growth has been the launch of the new products: • Lavender laundry range across 1kg and 2kg powders and 750ml liquid format: 3.4% share on latest quarter

FMCG july 2012

• Stain removers (gel and spray): 1.1% • Oxy-Whitener: 3.1% • Fragrance-Free range (available in 1kg and 2kg powders, and 750ml liquid format) – particularly suitable for sensitive skin, babies, pregnant women: 9.7% share. Peters says green supermarket shopping is no longer just the domain of the wealthy. “We’ve demonstrated it is possible to produce effective NZ-made genuinely green products that can compete in price with regular chemical-based ranges.” All data from Aztec Scan Data, 13/05/12

SAFETY FIRST The ecostore range includes powder, liquid, soaker & stain remover, delicates & wool wash and fabric softener. The products in ecostore’s NZmade plant and mineral based laundry range are free of potentially irritating and unnecessary chemicals, such as enzymes and optical whiteners, as well as synthetic perfumes and dyes, says Melissa Fletcher, marketing director – Australasia. “Before reaching the market, each product has to have met strict criteria. If there is any doubt about the

safety of an ingredient for people’s health or the health of the environment, a safer alternative must be found.” Consideration for the environment is also a priority when it comes to manufacturing the range which is produced in the company’s ISO14001, Enviromark Diamond and carboNZero certified Auckland factory, she said. “Every laundry product has been independently tested to perform as well as the leading brand alternative with absolutely no compromise on performance, giving a beautifully clean, fresh-smelling wash every time. “ecostore does not use fillers or bulking agents in its formulations, which means the products are economically concentrated and a little goes a long way, saving customers’ money by cutting down significantly on cost per use. “ecostore laundry detergent was the standout performer in a recent survey by Canstar Blue in New Zealand where it beat the big name brands, coming out on top overall and receiving a 5-star rating in terms of cleaning quality, number of washes and feel of clothes,” Fletcher said.

X-PERT Advanced Formula is a multi-purpose, multiactive laundry concentrate designed for both top loaders and front loaders. It works well using hot or cold water, and does a great hand wash. X-PERT has been developed to target and remove tough stains from your wash and delivers outstanding results to whites and colours adding extra softness, leaving a long lasting fresh fragrance to your wash. Since the introduction of X-PERT Laundry Powder Concentrate in April this year, selected supermarkets selling the product have reported some amazing results. We have had a number of repeat orders and the consumer response to the efﬁciency of the product together with its very competitive pricing will see X-PERT on many more supermarket shelves before the end of the year. X-PERT Laundry Powder Concentrate is available in 250g, 500g, 1kg, 2kg and 5kg pack sizes. Currently the 1kg pack has been the most popular size selling for an everyday price of $2.79 to $2.99 – this represents excellent value for a premium laundry concentrate. The product is suitable for: • Top and Front loading machines • Hot and Cold water washes • Sensitive skin. X-PERT Laundry Powder Concentrate is now sold in 18 countries worldwide and is delivering excellent margins for retailers throughout. Don’t miss this fantastic opportunity and contact us to stock X-PERT in your store today!

PO Box 217130, Botany Junction, Auckland 2164, New Zealand

09 281 2060 • office@xpertnz.com • www.xpertnz.com

X-PERT®

To compare or Mark Gavin looks at how businesses can use comparative advertising to their advantage.

omparative advertising can often be seen as a controversial and risky practice for advertisers. Do it right and it may result in a very successful marketing campaign. Do it wrong and the results can be very damaging to the reputation of a company and/ or its brand. Comparative advertising involves one trader making a certain claim about its product or service and comparing this to a claim or statement of fact about a competitor’s product or service. It often occurs in situations where a competitor is trying to knock off the “market leader” by proving that its product or service is superior. In recent times, consumers have come to demand more trans-

FMCG july 2012

parency on how products are made and are more discerning with their choice of brands. Comparative advertising is conducive to this by helping consumers make informed choices, as well as encouraging healthy competition in the marketplace. Although relatively uncommon in New Zealand, recent trends show how businesses are effectively using comparative advertising to their advantage. A good example is the Whittaker’s v Cadbury advertisements in 2009 where Whittaker’s compared the various facts of both brands such as cocoa content, side by side. Similarly, the Hell Pizza comparisons with Pizza Hut in relation to size, salt and fat content of their pizzas also caused a stir in the marketplace. An interesting development in comparative advertising occurred with the marketing campaign produced for Monteith’s Crushed Pear Cider, which ran over summer 2011/2012. This used tongue-incheek comparative advertising for the sake of comparing the existing Monteith’s Crushed Apple Cider

product with its newly launched Crushed Pear Cider, where the two products took on personalities of their own by taking pot-shots at each other. Although not a traditional form of comparative advertising as both products were owned by the same company, it ensured equal leverage and worked to raise the profile of cider drinking. However, one of the reasons marketers tend to avoid comparative advertising is the legal risks that could come to bite if not adhered to. Therefore, advertisers need to be well aware of these from the outset of any comparative advertising campaign. One of the better known legal watch outs is the Fair Trading Act 1986 (FTA) which prohibits misleading and deceptive conduct in trade. Even if the statements being made in a comparative advertisement are factually correct, if they in any way mislead or confuse consumers as to their actual effect then the Commerce Commission may come knocking on your door. For example, comparative advertising may be misleading where it creates a half-truth by omitting material necessary to make the comparison fair and balanced. This does not mean that you have to clutter the advertisements with over the top explanation. The test is an objective one and must be determined on an overall assessment, having regard to the effect of the advertising on reasonable members of the public in all the circumstances. For example, in 2010 Specsavers ran an advertising campaign comparing the prices of progressive glasses

g rocer y busi n ess

not to compare at OPSM and Specsavers based on mystery shopping exercises. OPSM argued that the advertisements made various misleading and deceptive representations, however Specsavers pointed out that the claims were made solely on the price and not the quality or style of the glasses. The Court held that there was sufficient evidence that the claims were based on specific facts and the overall impression given by them was not misleading. Caution is also needed in how one refers to the competitor and the product or service which it is comparing. Under the Trade Marks Act 2002 there is a specific defence to trade mark infringement if it is used for the purpose of comparative advertisement in accordance with honest practices. Therefore, referring to a brand name which has been trade marked will not usually be an issue. More problematic is when the brand name is conveyed in logo form on the product. Even though use of a trade mark may be permitted, the Copyright Act 1994 prohibits the reproduction of a logo as an artistic work. This means that the safest way to refer to a competing brand is in block letter form or plain font as this is unlikely to be a copyright work. In addition, the Advertising Standards Codes also sets out a number of rules and guidelines in its Code for Comparative Advertising (Code). The Code highlights the consumer focussed purpose of comparative advertising; it should be factual and informative as opposed to an unfair attack on a competitor or to discredit a product. It also empha-

Comparative advertising helps consumers make informed choices and encourages healthy competition in the marketplace. sises that where appropriate, competitive advertising claims should be supported by documentary evidence, independent tests and surveys, and conveyed in a way which makes them easily understandable to the audience. For example, in 2010 a complaint was made to the Advertising Standards Authority in relation to use of the statement “We have the lowest overall grocery prices” in a Pak’nSave weekly mailer advertising specific in-store prices. The Panel noted that consumers were likely to interpret this as Pak’nSave having the “lowest overall grocery prices” compared to any other supermarket and as no evidence of substantiation could be presented, it was held to be a breach of the Code. The Code also emphasises that the basis of comparison should be made clear either explicitly or by implication. This calls for a like comparison of “apples with apples” to ensure the consumer can make a fair judgment. For example, if the price of a product excludes GST then this should only be compared to the price of a like product which also displays the price as exclusive of GST. While the competition must be fairly and properly identified, it cannot be done in a way which

degrades the competitive product or service. For example, a Telecom advertisement which compared its service with 2degrees and followed with the phrase “now that doesn’t seem fair” was held to introduce a negative tone that degraded the competitive product and therefore in breach of the Code. Overall, in the right situation where you have a factual claim which is much better than the competition, then a rational straightforward comparison can be potent. Keeping things simple avoids confusion and the risk of misleading the consumer. However, this doesn’t mean that comparative advertising cannot be creative. As long as it sticks to the facts and the above points are kept in mind, comparative advertising should be a marketing practice which is encouraged to restore transparency and foster healthy competition in the marketplace.

Mark Gavin is a partner at law firm Hudson Gavin Martin, which specialises in intellectual property and technology law. Also contributing Stephanie Melbourne, solicitor of Hudson Gavin Martin. Email: mark.gavin@hgmlegal.com. july 2012 FMCG

g rocer y b us ine ss New face at the helm of Unilever Clive Stiff has been appointed as the new chairman and senior vice president of Unilever Australia and New Zealand (Unilever). He replaces Sebastian Lazell, who led the Unilever business over a four-year period. Stiff has 25 years’ experience in the FMCG industry, across general management, marketing and consumer facing roles. Much of his career has been spent with Procter and Gamble, where he held numerous roles, including vice president and general manager of the home care business unit in Western

Clive Stiff.

Europe. Before leaving P&G in 2008, he was chief executive of the French business. He joins Unilever from Goodman Fielder, where he was a divisional managing director in Sydney. Stiff is a Fellow of the Australian Institute of Company Directors and is a non-executive director of Foodbank NSW. As one of the world’s leading FMCG companies, Unilever’s portfolio includes some of Australia and New Zealand’s best-known household names including OMO, Dove, Rexona, Lipton and Flora. l

Two new board members at Natural Products Natural Products New Zealand (NPNZ) is welcoming two new board members who bring a broad base of expertise and knowledge to the natural products industry. Leigh Kite is general manager Personal Care at Comvita where over the last seven years she has been responsible for developing local and export markets and launching a natural skincare range. Prior to this she worked with Healtheries and API, the NZ distributor for Blackmores. Kite has also held a variety of sales and marketing management roles with major multinational brands YSL, Oscar de la Renta, Elizabeth Arden, Amway and Revlon. She is also vice president of the Cosmetic Toiletry and Fragrance Association and actively represents the interests of small to medium New Zealand companies producing natural products for both local and export markets. She brings to the

NPNZ Board nearly 30 years experience in health and beauty with the last 12 years having been in the natural products sector. Also joining the NPNZ Board is Dr Wendy Maddocks-Jennings who is owner and managing director of MJ Health, a natural skin care and aromatic products company that creates plant based skincare products from organic and NZ grown ingredients. Maddocks-Jennings has over 25 years experience in nursing, health education, research and complementary health and is New Zealand’s only health professional who has a research doctorate exploring the use of specific complementary therapies in health care in a clinical setting. She was instrumental in setting up a suite of Complementary Health programmes at UCOL in Palmerston North and oversaw the training of many practitioners over 15 years. l

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FMCG july 2012

Fine Food Show takes more international slant New Zealand’s growing reputation as a country appreciating and producing world-class dining and food products was increasingly reflected at The Fine Food Show this year. The event, which ran from June 17-19 in Auckland, is a trade show which featured 300 exhibitors of specialty foods and was attended by buyers from all over the country. It is primarily aimed at boosting the domestic market but according to Dona White, CEO of the organiser – North Port Events, this year there was an influx of international exhibitors who recognise the rapid rise in food production standards here. “New Zealand is producing a growing number of specialty foods which is helping us carve out a place in the global market,” she said. New Zealand Trade and Enterprise figures show more than 2000 specialty food and beverage manufacturers in New Zealand with food and beverage exports increasing from $6.96 billion in 1990 to $21.43 billion in 2008. A major highlight of the event is the Best New Product Awards which celebrate excellence and innovation in all areas of the industry. In a competition dominated by imported products, a New Zealand company, Sealord, took out the top prize of the FMCG Best New Food and Beverage Product Award. The winner’s trophy went to Sealord New Zealand, Seasonal Catch, Bluenose with linseed, sunflower and pumpkin seeds. Others to take places were Jala Organic Pomegranate Juice and Alexandra’s Moroccan Couscous. One of the judges of the awards, Mediaweb’s John Clarke commented, “We thought it would be something of a doddle judging the FMCG Best New Food or Beverage Product Award, but it proved quite a challenge. There was a fine bunch of products, half a dozen of which really stood out. And when it came down to choosing just three of these as finalists, it was not simply a matter of choosing the product we fancied as the parameters for this competition were relatively stringent.” Selecting the final victor made for a hard decision, as all three met the competition standards, with the Sealord product getting the decision by a slim margin, Clarke said. The winner received a prize of $5000 worth of advertising from FMCG magazine. l

100% New Zealand 98% Fat Free Shaving Ham Why wouldn’t you want the best?

Mediaweb’s John Clarke congratulates Sealord New Zealand’s Mark Hutton and Leah Johnston. Sealord New Zealand won the FMCG Best New Food or Beverage Product.

0800 806 328

july 2012 FMCG

www.farmlandfoods.co.nz

Wow factor gains supreme award for Logick

he “wow” factor of a logo sheet that was so complex many printers would have baulked at the idea of tackling the challenge, was enough to carry off the Supreme Award at the 2012 New Zealand Pride In Print Awards for Auckland company Logick Print & Graphics. The Jacob’s Creek Logo was an experimental print, showing the winemaker what could be achieved by printing the company logo with different embellishments to give the wine greater impact with the consumer. The proof combined different effects such as a wax seal, metal badge, blind embossing and foiling in gold and silver, and all were done on two different paper stocks in order to highlight how each process would create a different look, depending on the stock chosen. Skill levels were tested to a new height as the job went through 19 passes on the press. The foiling and embossing was done on a platen dating from the 1960s. A total of 50 copies were printed. Comments from judges included: “Wow! An amazing exploration of print and processes” … “clearly a Gold winner” … and “fantastic result”. Senior judge Damian Fleming said that as a combination of sheetfed and letterpress, the proof sheet was a beautiful piece of craftsmanship. “This was such a complicated job that many printers would not have taken it on because of the high risk of making an error. The metallics, the foiling, the finishing – it is all mint. It is an incredible achievement,” he said. 40

FMCG july 2012

The Supreme Award tops off an astonishing run of success for Logick in the Pride In Print Awards. Over the last six years the company has won 15 Gold Medals, been a Supreme Award Contender twice, a Supreme Award Finalist, a contender for Best in Process and now the Supreme Award Winner. Technical Information: The Jacob’s Creek Logo Sheet was printed by Logick Print & Graphics of Auckland with the print buyer being Panprint. Landor Finished Art was the designer and B & F Papers supplied the Neo Gloss 170gsm and Knight Pure White 180gsm stocks. The logo sheet was printed on a Heidelberg GTO 52 4 Colour and a GTP Platen press, using Hostmann-Steinberg inks, Agfa N9ZVCP plates and Fujikura blankets.

Top packaging awards go to Hamilton Sealed Air Hamilton has won two awards with a single entry carrying off both the Packaging Category and the Best In Process award for flexography printing with its Regal Smoked Salmon package. The win is especially pleasing because the customer, New Zealand King Salmon, chose to keep the job in New Zealand rather than go offshore. The company had entered the thermo-formed twin pack market where many products have gravure packs done overseas. The overseas print standards set the benchmark for quality, density of colour and reproduction. In this case the customer wanted to maintain a short-run local supply

pr i de i n p r in t New Zealand Pride In Print 2012 – Award Winners CATEGORY WINNERS Publications Service Printers: DHL – Delivering Rugby to the World Business Print Permark Industries: TSL Group Business Card

so agreed to stay with a flexographicproduced product as long as it could be shown to compete with gravureprinted products in the marketplace. In liaison with the customer, the designer Curious Design used new Kodak plate technology to allow for a fine-screen ruling while still maintaining colour density. The outcome was a strong retail presence with dense colour and a strong vibrant gold ink. A very dense white was printed to prevent product show-through. Judges said the excellent choice of screen count, plus solid densities and ink lay-down had achieved quality similar to gravure. Senior judge Frank Brokken said these jobs are usually done with gravure printing to achieve colour density and vibrance. “Here, a 150screen ruling has been used to match that effect, which is high for flexo. By using new technology in the plates the printers have been able to complete an eight-colour job, with a high degree of difficulty, to an exceptional standard.”

of design innovation as producers aim to get maximum shelf impact, and the Colour Pinot Noir 2009 (Embossed) label brought together printing craftsmanship to help achieve the designer’s concept. The label was designed by Grant Blazey of Periscope Design and featured hot foil over which was printed a highbuild screen to give a tactile finish, along with embossing and both gloss and matt varnishes. The printer faced a challenge to get all components perfect at the same time. The registration of the job had to be flawless in order to emboss the seal. Judges saw the label as being a very technically-challenging job in which “fabulous use was made of the letterpress process for the seal”. Senior judge Mark Sullivan said the job was a lovely example of self-adhesive label printing. “A lot of pride has gone into completing this. They have used screen printing, flexo and letterpress along with fine embossing and three varnishes. It epitomises pride in craftsmanship.”

Technical Information: The Regal Smoked Salmon package was produced by Sealed Air Hamilton for New Zealand King Salmon. Designer was Curious Design and Ink Box the reproduction house. Inks were by D.I.C and Kodak NX plates were used.

Technical Information: Designed by Periscope Design, the Colour Pinot Noir 2009 (Embossed) label was printed by Auckland’s Rapid Labels on Kantac Mirrorkote stock supplied by Spicers, using Blue Print Imaging inks.

Sheetfed Service Printers: DHL Delivering Rugby to the World

Wine label with shelf impact

Auckland printer Panprint won the Reel-fed Offset Process prize with the Greywacke Pinot Noir wine label. The label was printed for Greywacke Vineyards using Hostmann-Steinberg inks and plates by Fuji.

Screen Original Print: SP Wella

A wine label that encapsulates print craftsmanship with high shelf appeal has won the Labels Category for Auckland printer Rapid Labels. Wine labels are a major source

Packaging Sealed Air Hamilton: Regal Smoked Salmon Labels Rapid Labels: The Colour Pinot Noir 2009 (Embossed) Display Print Original Print: SP Wella Promotional Print and also Supreme Award Winner Logick Print & Graphics: Jacob’s Creek Logo Proofs Specialty Products Sentra Printing: Matins Vesper CD Pack Industry Development Printstop: The Guardian

PROCESS WINNERS Digital Soar Printing: Olympus Fan Swatch Inkjet GEON Kingsland: Rubi Struted Boards Letterpress GTO Printers: Marguerite Luker Wedding Invite

Web APN Print Hastings: Hawke’s Bay Today Flexo Sealed Air Hamilton: Regal Smoked Salmon

Reel-fed Offset Panprint: Greywacke Pinot Noir Finishing Sentra Printing: Matins Vesper CD Pack

july 2012 FMCG

Vulnerability remains at point-of-sale

orty years of development has seen enormous changes at point-of-sale. Early electronic cash registers (ECR) were controlled with proprietary software and were very limited in function and communications capability. In 1973, IBM announced the IBM 3650 and 3660 store systems that were, in essence, a mainframe computer used as a store controller that could control 128 IBM 3653/3663 point-ofsale registers. This system was the first commercial use of client-server technology, peer-to-peer communications, local area network (LAN) simultaneous backup, and remote initialisation and by mid-1974, was operating in a number of American stores. While technological advances have been exponential since then, no system is yet foolproof.Ever-resourceful thieves are continually devising ingenious ways to steal products without being targeted at the exit points in-store.

Effective loss prevention SPOS Group is a leading provider of marketing-at-retail solutions in Australia and New Zealand, creating and supplying effective point-ofpurchase materials designed to enhance the overall appearance of the products in-store and ultimately stimulate sales. “With 30 years’ experience, we develop tailor-made point-of-purchase displays and creative concepts for brands and retailers,” says Garret Norris, general manager marketing & sales development. “It [SPOS] is a full service creative, interactive and retail agency focusing on marketing at retail to help shoppers make purchasing decisions.” Norris says SPOS Group consists of three divisions: • SPOS Retail which supplies a large range of ready-made point-of-sale retail shelving, ticketing and merchandising products. • icandy Creative which develops tailor-made point-of-sale displays and

NZ leader in Supply, install and on-going service of

scanner scales and

hardware, covering the whole of NZ. Specialist at integrating smart

weighing / labelling solutions to your POS with the

scales.

FMCG july 2012

featu re creative concepts for brands and retailers. It is a full service creative agency focusing on marketing at retail to help shoppers make purchasing decisions. icandy Creative’s services include concept development, graphic and industrial design, print production, project management and full production services. • Propel Interactive which focuses on interactive displays that utilise the latest retail technology products to drive consumer decisions at pointof-sale. By leveraging state-of-the-art technology, Propel helps achieve consistent communication across a range of platforms that include printed and digital signage, electronic ticketing and self-service kiosks. Recent launches include: FlexRoller, ecopop, Profit Guard range, SPOS RFID smart trolley & tagging system, anti-sweep hooks, NFC & QR codes, Q-Motive and the Endless Aisle. “Many of these are to assist with loss prevention as many retailers have store security without individual product security,” Norris said.

Case studies speak Hypermedia has recently released a number of case studies aimed at proving the effectiveness of shopper centric communications. These can be

viewed at hypermedia.co.nz/instore-atcountdown/case-studies. “Some brands that engaged with Hypermedia to build these groundbreaking examples recorded sales figures nearing 50% growth,” said general manager Phil Neely. “The retail environment is receiving worldwide recognition as a media channel worth significant advertising investment. Techniques that reach shoppers at the critical moment along their path to purchase are growing in popularity through recognition of their astounding ability to drive incremental sales in-store. “We’re really happy to announce the results of our recent case studies to the New Zealand market. Until now there has been a reasonable amount of scepticism with regards to whether our media could deliver the kind of sales results we have been promising. Now these barriers are dissipating, we are seeing a significant shift in budgetary allocations to in-store media,” Neely said. “Through Hypermedia, FMCG brands are able to call on a wide range of effective advertising tools to reach shoppers right where their products are displayed on supermarket shelves. Large format floor billboards, shelf television and trolley handle media

are just some of the innovative tools which Hypermedia uses to deliver on its brand promise of turning shoppers into buyers,” he said.

Cutting edge “Gilbarco NZ brings cutting-edge weighing and labelling solutions from Ishida, along with market-leading national service of POS hardware and EFTPOS support,” according to account manager Martin Waller. “We will supply, pre-stage and install your POS hardware throughout New Zealand, offering a long-term service partnership for your business. In retail applications, we will work with your POS software provider to seamlessly integrate Ishida weighing and labelling machines for real time price changes and product file management on your scales. “With more than 16 locations in New Zealand and over 80 employed field service personnel, we know we can deliver the promises we make. As a part of a major blue chip multinational, we have the financial stability to carry on investing in world-class service delivery systems. “Currently we support over 1300 lanes of Digipos and Datalogic scanning hardware throughout New Zealand,” Waller said.

Gdi][dgYh ]VkZ WZZc VgdjcY h^cXZ &..+ S ales, merchandising and account management are what we are known for and where we strive to be best. About a year or so ago our clients told us that they wanted to market their products and brands directly to their customers via demos and wanted us to do it for them. So we started Rothfords In Store Demos … for our clients ﬁrst, but... Word seems to have got out. To meet demand we are increasing our teams further to offer professional demonstration and sampling services generally. Our systems seem to work really

well across the board so if you are looking for sampling, demonstration or trade show coverage – executed to best practice - perhaps we can help. For more info please call us on 0800 949 333 and ask for Maree who will talk you through it. Oh… and as this is an advert, here’s some pictures to look at, or check us out on www.foodbrokers.co.nz

july 2012 FMCG

What’s Hot Alexandra’s ‘Ready Gourmet’ Rice Puddings Alexandra’s new ‘Ready Gourmet’ range now includes three delicious rice puddings including Sticky Date & Ginger, Chocolate & Blueberry and Raisin & Toasted Almond. Alexandra’s Rice Puddings are suitable for gourmet or family meals with all ingredients included in our new see-through stand up bag. No artificial flavors or colors. Gluten free. Alexandra Fine Foods (2009) Limited P: 09 570 4739 F: 09 570 4740 E: enquiries@alexandras.co.nz W: www.alexandras.co.nz

New: Hellers Middle Eye Bacon

What’s Hot

Hellers has just launched a new Middle Eye bacon as part of its rapidly growing traditional bacon range. There has been increasing demand from consumers for good quality bacon that tastes delicious, while still being low fat. To meet this demand Hellers has perfected the art of producing European style Middle Eye bacon renowned for its premium cut and fantastic flavour.

FMCG july 2012

For more information, contact Kevin Calder, National Sales Manager at 03 375 5031 or email kevin_calder@hellers.co.nz

NuZtri® Premium Formula Milk & Vitamin-Enriched Milk Powder ★ NZ made premium formula milk is the fastest growing segment in the category. NuZtri’s formulas with premium, generous nutritional contents will give parents a better choice and allow retailers to fill up the often empty shelves. ★ New to the New Zealand market Vitamins enriched milk powder in metal re-sealable tins. Converts to fresh milk on demand for convenient everyday drink, coffee, cooking and baking. Call your local Rothfords rep for details or visit: www.nuztri.co.nz

Obento – Chop Sticks Here is a great looking product to add to your Asian Food Section. Great value disposable bamboo chopsticks, made from a darker grained bamboo & individually sleeved. There are 10 pairs per pack & each inner carton becomes a shelf display unit to make them highly visible and attractive on shelf.

For more information on Obento Disposable Chopsticks 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

recr ui tm en t

Mid-year snapshot Hamish Marr comments on recruitment trends so far this calendar year. The sales function is busy; marketing is not; and customer marketing is emerging as a very future-proof and valuable industry function.

Sales The majority of our work this year has been in sales functions. We are seeing a significant amount of movement at the mid level, particularly in key account management and business management roles. Our clients are demanding more commercial strength, with generous remuneration levels paid for thought leadership in category management, both for the customer and for the organisation the employee works for. In addition to this, there is a real expectation for natural leaders to step up and motivate the team they lead, not just manage. It goes without saying that ‘good relationships’ in the trade are not valued like they once were. At territory management/rep level, we are seeing a number of occasions where territories are increasing. As people leave companies, their roles are not necessarily being replaced which inevitably puts pressure on the rest of the team. We have seen a noticeable number of people looking to change roles at this level for better working conditions and perceived better job security. These factors seem to be more important than a pay increase – typical signs of tough trading environments.

Marketing As many of you know, marketing has had a tough year so far in NZ. Some large businesses have significantly restructured their marketing teams with internal consolidation or roles being sent across the ditch. Abovethe-line spend is down, media has fragmented and

businesses are really looking for evidence of return on investment.We estimate there have been fewer than 20 mid to senior level classical marketing roles through the industry so far this year ($100-$250K). (In a busy market, this will be over 50.) Indications suggest that businesses will invest more heavily in customer marketing from here on over classical marketing.

Hamish Marr, senior consultant FMCG – Sales & Marketing OCG Consulting Ltd

Customer marketing How do your target consumers behave as shoppers? Call it category management, shopper marketing, customer marketing... it’s the elephant in the room that no one sees the same way. We are having interesting conversations with clients about their views and plans on customer marketing, with the general opinion being to invest in their teams. Businesses are keen where possible, to take a leadership position in their categories as retailers seem to be ‘suggesting they do this’. Looking to Australia, we have seen a number of high profile customer marketing people from European markets brought into roles on the retail side, in order to be ahead of the game. We have also heard reports where these new people have pulled suppliers’ proposals to pieces and been highly critical of the deal on the table. Sophistication here is increasing quickly. In our local market, we will inevitably follow suit with the Australians.This will mean high remuneration levels paid for good skills and lots of good career opportunities for those who align their careers accordingly.

Fiona Hill Dale Rous Hamish Marr

Kevin O’Shannessey

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

m a r ke t i n g

The never-ending battle for consumer attention Ashley Kramer Account Director, Partisan Advertising

Ashley Kramer’s advice is to build the marketing into the product.

Consumers encounter the FMCG industry in large,warehouse-sized supermarkets, but the reality is that when it comes to your products, consumers experience them on a microscopic scale. Pushing their trolleys down those long aisles, they stop and focus on exactly what they want, in that category, at that point. Nothing else matters, except for deciding on what to add to the trolley, and this process is usually over in seconds. Regardless of what you sell, in this ‘microverse’ your product is almost always right next to its competitors, fighting a never-ending battle for the consumer’s attention.There are shelves upon shelves of combative deodorants, entire aisles of skirmishing breads, and rows of battling cereals, chocolates and cheeses. They’re all fighting to be plucked from the obscurity of the rank and file by the harassed and time-poor shopper. The reality of FMCG is that whatever you’re selling, most people aren’t interested in it. Let me rephrase that: they’re not as interested as you think they are. Shoppers don’t shoulder charge each other out of the way to grab your products, and it’s doubtful that the lead story in the six o’clock news will be about the number of frozen pizzas sold across New Zealand today. With this general indifference and frightening degree of competition in mind, what can you do to give your products the best possible chance of standing out? One way to give them a winning edge is to start building in the marketing right from the start. Look at pain relief tablets for example. They’re all alike – anonymous and unremarkable little boxes, which is why

huge companies spend millions marketing them.These companies have to relentlessly interrupt consumers because the product is so boring.The problem is that as soon as the consumer focuses directly on buying pain pills, that marketing effort becomes less effective as the competing brands, packages and special deals on the shelf clamour for attention. What would happen if the marketing was built into the product? Rather than a plain old lookalike cardboard box, let’s place the tablets in a compact and durable, refillable container that plays a soothing melody when opened. Wouldn’t that be remarkable? Built in marketing and guaranteed evangelism. In 2002, American paint company Dutch Boy introduced a revolutionary plastic paint container, featuring a twist off lid, a side handle and a pouring spout.This eliminated the need for the screwdrivers or other tools used to open traditional paint cans, reduced annoying drips and spills, and gave consumers a more enjoyable (and remarkable) painting experience.All the company did was change the package, not the product, but the marketing took care of itself and Dutch Boy’s sales tripled in just six months. FMCG isn’t a universe; it’s a microverse full of millions of fleeting interactions between consumers, products and brands. It’s time you acknowledged this and started finding ways to make changes that move your products away from the centre of your universe and closer to the edge of your consumer’s microverse. You don’t have to reinvent the wheel; a subtle change can make a massive difference to the way the consumer chooses what they take off the shelf, and what they leave behind.

NO ONE EVER GETS THIS EXCITED ABOUT GROCERY SHOPPING If they did, you wouldn’t be reading this magazine. Making products fly off the shelves is a tough job, so if you’re looking for some help you should call us. We increased the sales of one of our clients’ products by 200% in only two months. A five minute conversation could lead to similar numbers on your sales reports.

FMCG july 2012

Ashley Kramer ashley@partisanadvertising.co.nz 021 211 1936 >< 09 265 0390 partisanadvertising.co.nz

shopabilit y

Consumers in charge People no longer shop “online” or “off-line”, they just shop, says Peter Huskins.

kay an admission from the start, I am no tech genius and most of us mug punters aren’t! But what we are all at the forefront of personally and commercially is an unprecedented but inextricable change in the way we all approach being a shopper and a customer with everything that we ‘consume’, be that food, fashion or hard goods. Having just returned from the Westfield Retail Study Tour it is clear that our small region is in a rapidly expanding global market place, one that we as shoppers, customers and consumers are increasingly embracing as own. Our scale and geographical isolation has cocooned us from the impact and expansion of many global bricks and mortar retailers – Zara and Costco’s recent arrival into Australia for example, and a whole lot more undoubtedly will follow as easier and larger markets are dominated. Ecommerce and digital marketing have been with us for a while but a whole new shopper-driven marketplace is evolving that we as suppliers and retailers need to start strategically considering. Presentations from many retailers, suppliers and service providers on the Study Tour had some clear messages. People no longer shop “online” or “off-line”, they just shop. Increasingly

retailers (and some suppliers) regard the store and ecommerce as the same thing, just a different but seamless channel to the shopper and customer that needs to be developed and managed. Most web influenced sales still occur in store, but trawling for pre-purchase information now occurs out of store with phones, laptops or tablets for example. iPads are used as the on-thecouch purchasing partner, with users multi-tasking with TV and their partner at the same time. Smart phones will increasingly become ‘enhanced yellow pages’ for shopping be that by product, price, brand, performance etc. Filtering Apps are increasingly being used by shoppers to steer them along their path to purchase journey. Ecommerce will have a significant impact on bricks and mortar retailers in the coming years (no kidding!). According to estimates by Conlumno from the UK, six percent of current floor space and 10% of shops will disappear in the next 10 years as up to 20% of sales move to online or ecommerce. This will mainly be from secondary and tertiary retail space, the old corner store or group of shops, a trend we are starting to see now. The tribal draw of a shopping centre will accelerate and it will become a fully functional entertainment/shopping/ lifestyle destination in its own right. Cross channel retail customers ac-

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

tually buy more stock and more frequently; another consistent message we heard during our travels.Total spend is up by about three times, so the whole aspect of shopper loyalty and relationship management through an integrated ecommerce/ bricks and mortar strategy is critical to the survival and growth of a modern day retailer. The development of different forms of social media has seen the power move from retailers (and suppliers) to shoppers and consumers. Whilst the majority of us still ‘trust’ family and friends for advice on products, IBM research indicates that 70% of us ‘trust’ online research, up 15% from 2007. Astute retailers (and suppliers) use social media to influence the shopping experience, turn shoppers into brand loyalists and to stimulate repeat visits and purchases. We are at the start of a new age of multi levelled conversations with shoppers, customers and consumers. Those with poor or outdated business models will struggle to survive. This would happen web or no web, ecommerce or no ecommerce – think of Borders and Whitcoulls before the rescue by the Normans for example. The evolution of the retail species continues, but with a more savvy, educated, in touch, communicative, demanding, inquisitive, unrestrained, confident shopper in charge.

Peter Huskins M: 61 412 574 793 E: peter@shop-ability.com.au W: www.shop-ability.com.au

july 2012 FMCG

Sweet treats help pass the winter days Surviving the depths of winter is likely to make us all feel in need of a little pleasure or two now and again, and what could be more comforting on a cold, dreary day than to nibble on a bar of smooth, creamy chocolate. With the professed, if somewhat intangible health benefits of the antioxidants involved, chocolate is a comfort food whose enticements are extremely difficult to resist. But there are many other sweet treats that will hold a similar lure, either by themselves or as an accompaniment to a hot drink. This is good news for New Zealand’s manufacturers and convenience store owners who will not be concerned if the winter of 2012 is deep and long. New products essential Cadbury’s Moro, Crunchie, Picnic, Dairy Milk are all dominant brands within the route channel. To enable these brands to continually maintain their brand health and grow within route it is imperative to have new product development relevant to this channel, says the company’s national route & alternate channel manager Trudie Shaw. “Cadbury has successfully launched Moro Gold Max Caramel 60g, Picnic Cookie Crunch 46g and 67g, and more recently, Jelly Joiners family bag – an innovative product where you create your own flavours by mixing two variants together.

FMCG july 2012

“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 will deliver new news and incremental value to the channel,” she said. “The Cadbury field team has 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,” said Shaw. “Cadbury has proactively worked with its retailers and has utilised pre-pack units, allocations and pre-sale orders to deliver upon these goals.” Twentieth anniversary This is a special year for Christchurchbased Richfields Chocolate as it celebrates 20 years of innovative chocolate manufacturing in New Zealand. Still a family owned business, Richfields has built a strong following as a premium chocolate manufacturer

of its consumers. “With an eye on the future of the confectionery category, Richfields Chocolate is excited to be working on some fresh, new product developments for launch later this year.”

both here and overseas. “We have noticed good growth, particularly with the Richfields No Added Sugar range in the last year,” said sales and marketing manager, Kylee Cooper. “Customers appreciate the fact that there is a chocolate on the market that delivers the traditional chocolate experience without the sugar content. “New Zealand’s chocolate consumers are becoming much more aware of where their chocolate is made and the origin of the ingredients within it. Today’s market gives consumers more choice than ever and consumers are choosing to experiment with flavours, brands and cocoa percentages. This is excellent news for Richfields as we source all our ingredients from the Pacific Rim and have a wide variety of flavours available,” she said. With a history of developing innovative and exotic flavours in the Richfields Dark 70% cocoa chocolate range, Cooper sees Richfields as well placed to meet the growing demands

Affordable premium Lindt Chocolate from Brandlines continues to add value and profit to the Chocolate categories as consumers trade up to premium and dark chocolate recipes, says business manager Brandlines, Ken Davis. “Lindt Excellence 35g blocks are an affordable premium impulse line available in four of our best-selling flavours. Lindt blocks are also available in the 100g pack format and are growing in TKA at 24.1% MAT Aztec Data 27/5/12. Once again, Lindt leads the market with innovation with two new Dark Excellence recipes – Strawberry with real fruit pieces and Coconut caramelised blocks. “In Boxed Chocolate the Lindt growth in TKA is 17% MAT (Aztec Data 27/5/12). The Lindt Lindor Bags 125g Assorted and Milk have been added to the Lindor family and can reach the key retail trigger point for gifting, under $10 on-shelf,” Davis said. Also from Brandlines comes Chupa Chups and Mentos. “Confectionery in the convenience channel is all about capturing the consumer’s attention through innovation, fun and value,” says Kylie Whellan, senior business

manager Brandlines. “Chupa Chups have long ticked all of these boxes and continue to be New Zealand most purchased sugar confectionery item in grocery stores. (Aztec Units TKA MAT to 27/5/12) “Chupa Chups XXL launched the next generation in lollipops into the convenience channel in June. A step up from the two dimensional lollipop, Chupa Chups XXL Trio now combines three flavours in one lollipop. The range has a strawberry gum centre surrounded by four different candy flavour combinations: Cola & Lemon, Strawberry & KiwiFruit, Apple & Tropical and Tutti Frutti & Pineapple,” Whellan said. Chupa Chups novelty range also includes Crazy Dips Strawberry and Cola, Melody Pops and Chupa Chups Twice Choco/Vanilla and Strawberry/ Chocolate. “Mentos Blackcurrant roll and Mentos 3D Yuzu/Grapefruit/ Orange, which were launched in March, saw both candy and gum Mentos ranges expand into new flavour profiles,” she said. “Mentos 3D Yuzu/Grapefruit/Orange has boosted the brands gum growth by 101% in grocery* and is already outselling two of the existing singles flavour SKUs.” (*Aztec Units TKA Quarter to 27/5/12)

“Lindt Chocolate continues to add value and profit to the Chocolate categories as consumers trade up to premium and dark chocolate recipes.” Ken Davis, business manager, Brandlines. july 2012 FMCG

One of the fastest growing categories is Adult Snacks where muesli slices are becoming a preferred option.

Cookie delights Mrs Higgins has a selection of six gourmet packaged cookies with flavours ranging from “the very popular Chunky Choc Chip to the much sought after White Choc and Macadamia Nut, Raspberry and White Choc, Wild Oaty and Fruity and a few other delights within the range”, according to director Wendy Brackenridge. She says the Choc Fudge Brownie product is one of the consistently biggest sellers. “To balance the diet we include also a muesli slice, focusing on nuts and seeds and bound together with lemon and honey.” An enrobed muesli slice is the newest product. “This is a lovely oat-based slice where we toss in a few crushed up cashews and apricots chunks, and then totally enrobe them with a yoghurt choc coating. It is soft, moist and very moreish,” she said. “They’re fairly new to the market but starting to make some traction as customers choose New Zealand made over alternative brands from other countries.” Brackenridge says one of the fastest growing categories is Adult Snacks where muesli slices are becoming a preferred option.

FMCG july 2012

Strong presence in route Mars New Zealand chocolate confectionery is worth over $7 million in New Zealand petrol and convenience sites (Petrol Aztec MAT data to 20/5/12), says assistant brand manager – Chocolate, Chris Sew Hoy. Brands include M&M’s – the number one chocolate brand globally and according to Sew Hoy, the leading chocolate bite-size brand in New Zealand. He says Snickers is the number one chocolate bar in route. Other brands include: Mars, Twix, Bounty, Milky Way, Maltesers and Pods. Sew Hoy says Mars New Zealand has recently launched Milky Way 50g, “expanding a well known brand that consumers know and love into the chocolate single bar segment. This launch has been a success in the market, helping drive double-digit growth on the Milky Way brand. “Mars New Zealand chocolate singles are also in double digit growth in route, driven by key activations in 2012. These include the Free Bars 1-in-6 consumer promotion currently in market. Free Bars offers a simple ‘instant-win’ for consumers, with 1-in-6 average odds of winning another bar for free. “In July, Mars New Zealand introduces Snickers 3 Nuts limited edition bar, a tasty combination of peanuts, almonds and hazelnuts with nougat and chocolate. This will back up the success of the Snickers Almond limited edition in 2011 and provide news

to the route chocolate market,” Sew Hoy said. Slabs perform well Whittaker’s sells its chocolate through oil stations, dairies and a number of wholesalers. Marketing manger Philip Poole says Whittaker’s is famous for its Peanut Slab which was first launched in the early 1950s. “Since then our range has extended to a variety of delicious Whittaker flavours such as Coconut and Almond Gold. Now there are even Super Slabs and Mini Slabs. The Super Peanut Slab (75g) performs particularly well in the route trade, being one of the top confectionery SKUs in several oil channels. Our latest product is a new flavour in the Super Slab range, the Almond Gold Super Slab, which was launched in November 2011.” Poole says all four major oil channels have now ranged the Almond Gold Super Slab, as well as most dairies nationwide. “So far it has been a huge success and with good distribution we are looking forward to excellent results over the next six months.” He says several new products are being launched this month. “These delicious chocolate treats will be exceptional for both the route trade and supermarkets. All will be made with the finest Ghanaian cocoa beans in our smooth, creamy milk chocolate. In a market with strong competition and high oil prices, innovative new products are essential.” l

nargo n

More changes to employment law expected Trina Snow discusses the National Government’s second term plans. Minister of Labour Hon Kate Wilkinson may not have the highest media profile in Cabinet but she is quietly forging a reputation for getting things done, usually with little fuss. In the National-led Government’s first term she successfully introduced, then expanded, the 90-day trial employment period policy, reformed the personal grievance system and increased flexibility in the often frustrating Holidays Act. That is not to say NARGON has always agreed with her decisions. The Government has chosen to put the minimum wage up every year which we believe is negatively affecting job prospects, particularly for young Kiwis and those with little work experience. However, she is always calm and considered in her decisions. Following the 2011 election, Minister Wilkinson is embarking on her next tranche of changes to employment law. The National Party employment relations manifesto policy document sets out very clearly the Government’s priorities for the next two and a half years. The Minister has already announced the new Starting Out Wage. It will be set at 80 percent of the adult minimum wage and three groups of young people will be eligible (16- and 17-year-olds in their first six months of work with a new employer, 18- and 19-year-olds entering the workforce after more than six months on a benefit, and 16- to 19-year-old workers training in a recognised industry course involving at least 40 credits a year). NARGON has welcomed this move as a step in the right direction. Recently, Minister Wilkinson confirmed that the Government will extend the right to request flexible working arrangements to all employees from their first day on the job. The stated intent is to encourage employers and employees to find the right work-life balance in their workplace without having to go through a formal process. NARGON will consider the exact details of the legislation when the proposed Bill is released, but in principle the move certainly looks sensible. Many stores and their staff will welcome the increased flexibility which better reflects how the modern retail grocery industry operates. Way back in October 2009, the Government introduced the Rest and Meal Breaks Amendment Bill which would increase the flexibility around designated rest and meal breaks. However, that Bill has not yet passed and

Trina Snow, executive director, NARGON.

remains mired in the Order Paper.Wellington observers say the Government does not consider this bill to be urgent and it may not pass for a long time. Until it does, the current rules around rest and meal breaks continue to apply. Both the Starting Out Wage and the flexible working arrangements policy were in the National Party’s manifesto. It is likely that the Minister intends to implement the majority of policies in the document, including a commitment to improve collective bargaining by removing the ‘requirement to conclude’ all collective bargaining. The Government plans to return to the original requirement just to bargain in good faith. Other changes signalled in this area include removing the requirement that non-union members are employed under a collective agreement for their first 30 days, allowing employers to opt out of negotiations, and applying partial pay reductions for partial strikes or situations of low-level industrial action. There will also be a review of constructive dismissals and how the concept can be used inappropriately in employment disputes. National argues it is re-balancing and improving the labour relations framework. The policy states they “want to give businesses the confidence to take on new staff, help resolve workplace disputes more quickly and provide more choices”, both for employers and employees. It also intends to “protect the rights of employees while encouraging businesses to grow the New Zealand economy”. Overall, National’s changes in employment relations have been largely positive. Supermarkets are significant employers, particularly of young people and those new to the workforce, and many of the reforms have made doing business easier while protecting the rights of staff. NARGON will continue to work constructively with the National-led Government on behalf of our members to further improve New Zealand’s employment law framework.

july 2012 FMCG

Challenging times Recent law changes have further increased the cost of cigarettes and there is now more pressure on convenience stores from shrinking traditional highvolume, high-margin revenue streams. Crossmark New Zealand managing director Grant Leach offers six strategies to combat these challenges. 1. Develop a loyalty programme for your dairy and use technology to make this fast and easy. It has never been cheaper and easier to use technology to engage with customers and develop a loyalty programme. This was previously the domain of large corporates, but it is now much more accessible and affordable for smaller businesses. For example, if convenience stores use Quick Response codes for their best-selling lines, stores can create an online loyalty programme that enables the customer to get a discount when their cumulative purchases pass certain spend thresholds (eg, spend $100 in three months and get $5 off on your next purchase). This is a simple application to develop and can be used on virtually any smartphone. Alternatively, just use the good old card system that my corner wine store and local cafe uses. If it works for Wild Bean at a BP service station, then it can work for a dairy. 2. Demand more from the distributors who call on you. Recently I had a conversation with the CEO of a top 10 grocery manufacturer about the issues he faced when dealing with the convenience sector. He commented how their distributors primarily focused on deliveries and order

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for

c-stores

“It has never been cheaper and easier to use technology to engage with customers and develop a loyalty programme.” taking rather than up selling or cross selling their core product range. He also commented that many convenience store owners did not push the distributors for added value promotional activity that would have the benefit of boosting incremental sales. Often many of these manufacturers have large amounts of promotional and POS materials available and are only too happy to assist. As the old saying goes “there is no harm in asking” or even strongly requesting for that matter. 3. Take a more aggressive approach to promotional activity in store… bring the supermarket model into the dairy. Supermarkets are great at maximising promotional activity for the primary shelf location, yet I do not see this occurring to a great degree in dairies. Service stations take much more of an FMCG approach to this, although they still have a way to go. As a comparison case study, at Crossmark we have a national sales team that services Four Squares nationwide and we have our clients provide us with the resources and materials that were previously only allocated to Countdown, Pak’nSave and New World stores. With these resources, good deals and relationships, the incremental

growth that the Four Squares have experienced has been nothing short of excellent. Dairy owners could do the same. If they are being visited by a distributor, the opportunity is there. And to take it a step further, rotate the promotions during the day to reflect the prime time shopping trends – eg, staples first thing in the morning; lunch products at mid-morning to midday. 4. Use customer behavioural insights to extend your product range. Each dairy should ensure that the products they range reflect the demographics and psychographics of their immediate customer catchment. My local dairy sells locally made cakes and fresh Naan bread at the check out and they are nearly always sold out by Sunday when I pop in for a can of Fresh Up after a workout. While it is a simple example, I strongly believe that if each dairy owner sat down and understood their customer base and promoted accordingly, their revenue would increase substantially. 5. Make it easy for the customer to boost their in-store basket spend – offer multi buys or companion product offers. In recent times I can’t remember seeing too many combo deals in

the dairy. I see it often in service stations. For example, two cans of V for $5, or two novelty bars for $4. Even at its most basic level, if the customer thinks they are getting a good deal, they’ll always buy more. It’s fundamental human nature. 6. Take a customer relationship approach not just a functional transactional approach. As people, we like to go to a store where we are treated well and made to feel special. Again it is fundamental to human nature. Yet I can’t recall when I went to a dairy and I was engaged in a genuine conversation beyond the dialogue of requesting a product or paying for it. For most of us, we go there as a last resort because it’s a cold functional experience. Contrast that to my local butcher, who always makes a real effort to show interest and engages in a genuine conversation. I visit my butcher weekly, whereas if he hadn’t taken a relationship approach I’d be shopping for meat products at the supermarket, which quite frankly is far more convenient. Whilst it is not rocket science, to do any three of the six points detailed above will drive incremental revenue which will more than make up for any drop in tobacco sales. l july 2012 FMCG

Record entries for Ice Cream Awards

The 2012 New Ice Cream Awards Sponsors and Best in Category winners.

A record 285 entries kept the five judges engaged for a full two days judging at this year’s Ice Cream Awards, held in Napier in early June. There was also a record number of 37 entrants compared to 31 last year. The individual categories which attracted the largest number of entries were Premium Ice Cream with 55 entries, Gelato with 56 entries and Sorbet with 50 entries. The Supreme Award for a large manufacturer went to Tip Top French Vanilla Ice Cream, made by Fonterra Brands (Tip Top). This ice cream was Best in Category for Standard Vanilla Ice Cream and judges described it as true to type with good colour and matching flavour. Fonterra Brands also won the Best in Categories for: • the Standard Ice Cream Category with

FMCG july 2012

Tip Top Boysenberry Ripple Ice Cream – a repeat winner from 2010 and 2011 • the Low Fat Category with Tip Top Creamy Yoghurt Ice Cream Strawberry. A new “Best of” category was introduced this year, and the first flavour to feature was New Zealand’s iconic ice cream flavour, Hokey Pokey. This new category attracted 19 entries and chief judge Kay McMath said it was “enlightening” for the judges to be able to taste a wide range of Hokey Pokey styles in gelatos, premium and standard ice creams, showing how this flavour really is one that New Zealanders identify with. Much Moore Hokey Pokey, made by Kiwi Ice Cream Company, was the winner of this category. Ten children from Owairoa School in Howick were presented with 19 ice creams to determine the winner of the Kids Choice category. Each of the children had to earn their place on the judging panel by completing a job application for a position as an ice cream judge. The lucky applicants had to wait an agonising long holiday break to know if their application had been successful so were very keen to impress with their ice cream tasting skills, taking their role very

seriously. The “Yum” to “Yuk” scale was used with the boys having their clear favourite as well as the girls. Tramontana made by Patagonia Chocolates of Queenstown was the winner of the Kids Choice Category. There were a few more entries in the Export Category this year. This was won by Talley’s Group with its Green Tea Ice Cream, destined for Japan, which was described by the judges as having “a clean and refreshing flavour”. To challenge the judges, the Open Creative categories in ice cream and gelato/sorbet included some clever and different flavours. In the ice cream category these included avocado and goats cheese, plum and horopito, japonica and prune and spices. Equally as creative were the Open Creative Gelato/Sorbet entries with Irish stout, black sesame, violet and saffron and nougat sorbet. The judges decided it was too difficult to pick an overall winner across the two sections of the Open Creative category, awarding joint Best in Category winners to: Malt Chocolate Ice Cream made by Ginelli’s and Italian Black Licorice Gelato made by Pacific Flavours & Ingredients. The main judging of the New Zealand Ice Cream Awards was undertaken during the second week of May at the Massey University campus, Food Technology Department in Albany, Auckland. Judging involved awarding points for a number of key attributes in different properties. Appearance was worth 10 points, Body and Texture – 30 points, Flavour – 50 points and Melting properties – 10 points. Gold Awards were given to entries with more than 95 points, Silver Awards to those between 90 and 95 points. l

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july 2012 FMCG

the business of liquor reselling 56

FMCG july 2012

Master of fruit Keith Stewart considers the lambic beers of Belgium. Fruit-flavoured beers or ciders, whatever the current word is for the phenomenon, are not such a new idea. Indeed, the flavouring of fermented products, beers or ales, was common long before the use of hops was considered standard practice amongst brewers. So while the cherry infused brews of the Far South might have come upon New Zealand’s beer fraternity with a degree of surprise, in Europe such products have been an active part of an old established brewing tradition that is probably of a similar age to Maori occupation of New Zealand. For the Belgians, fruit-fermented beers are a twist on their oldest beer style, lambic, which is a wheat beer made using wild yeast in the way all beers were produced 500 years ago, before yeast technology developed top and bottom fermentation processes. These are beers that have the sort of refreshing acidity normally found in wine, and have often been called the perfect aperitif. In keeping with the old brewing tradition of using fruit and spices to deliver aroma and flavour characteristics in the generations before hops were widely used, the tradition of fruit and spice flavoured beers has lasted in Belgium long after the practice was abandoned in other countries. In part this is because

of the subtlety of lambic flavour, maintained in modern brewing by using hops purely as a preservative, not a flavouring in lambic. This requires all hops used in the style to be aged for at least three years so that they lose their punchy aromatic character. But there is another reason other than tradition and lambic history to explain the Belgian use of fresh harvested fruit in its classic lambic fruit beers, such as kriek and frambozen, cherry and raspberry respectively. This is the utilisation of yet another family of wild yeasts to add to the complex aroma and flavour of the beer, yeasts that are harvested with the fresh fruit. Modern science tells us that these yeasts are unlikely to add substantially to the overall character of the finished fruit beers, but they do increase the complexity of aroma as these extra yeasts are active at the earlier stages of fermentation. There can be as many as 160 individual yeasts in a lambic fermentation, more if it contains fruit, and the long, slow fermentation “bath” that is the classic production method delivers deep flavoured, complex, dry beers of great character and freshness. Kriek is the most famous of Belgium’s fruit lambics, and at it best comes bottle aged. Cherries are a natural

the insider Keith Stewart’s latest enthusiasms. In an age of fruit fashion in the drinks business, there is much to avoid out there, but these six versions of lambic make it clear why this beer style has lasted so long and why it remains the fruit refresher choice of genuine gourmets.

for Belgium, as the capital, Brussels and the area around the lambic brewing region south of the city are surrounded by cherry orchards of the local variety known as Schaarbeek. The most intense krieks use cherries that are left to dry on the tree, concentrating their flavour and increasing their exposure to wild yeasts. The high cost of this process makes its extremely rare, and expensive, and such versions are limited to small, local, craft producers who service Belgium kriek gourmets. There are a number of different fruits utilised in the modern fruit lambic business, most of which are imported to New Zealand by specialist beer importers. These beers come in two basic forms, serious and slight, with the serious coming in bottles closed with a cork, à la Champenoise, and the slight with a crown cap. Both deliver an interestingly different beer experience, with many of the slight versions flavoured with fruit syrup rather than co-fermented with fresh fruit. These are generally sweeter than the serious versions, and less authentically lambic in character, but they are a delicious alternative to many of the fruit flavour laced commercial products being pumped out by international brewers in competition with Belgium’s finest.

TIMMERMANS FRAMBOISE • Crown cap • 33cl • 4% abv Timmermans is one of the oldest brewers in Belgium, with a 230-year history of making fruit lambics. Probably the most famous lambic brand in Belgium. Has a convincing raspberry nose with a fresh edge. You can almost smell the seeds. Light and fresh flavoured with a nice balance of sweetness and acidity. Good finish lingers on with traces of raspberry and a pleasing dryness. Delightful stuff, and not too girly. TIMMERMANS STRAWBERRY • Crown cap • 33cl • 4% abv Tawny pink with a mild fizz. Has a fascinating bouquet that is part strawberry jam and part wild fruit. Mouthfilling fruitiness gives way to fresh strawberry flavours and a fine, plump finish that has a sweeter touch. Excellent flavours, long, quite fine, quite delicious. Fresh and light. TIMMERMANS PÊCHE • Crown cap • 33cl • 4% abv Golden, mildly fizzy with an overtly peachy bouquet with a vague tingle of yeast. Fresh and light, with a background of peachiness and a noticeable tannin twist of dryness. Quite sophisticated and unexpected, it could easily become a very popular summer thirst quencher.

TIMMERMANS KRIEK • Crown cap • 33cl • 4% abv Pretty in pink with mild effervescence and a forcefully maraschino/almond bouquet. Most flavoursome of the Timmermans lambic range, dry and fresh with a good range of yeasty characters. Finishes dry and mild, with a good tannin tingle. Attractively refreshing. KRIEK BOON 2011 • Cork • 37.5cl • 4% abv Boon (pronounced ‘bone’) is one of the most respected lambic producers in Belgium, a grand cru brewer of this ancient style. Vibrant pink with a good head and a fabulous nose of fresh cherry and dancing yeast. Hints of almond/cherry stone amongst the lush cherry flavours, nice nuances of yeast and a rolling sweet fruit character that fades to dryness and well structured tannic balance. Flavours linger on deliciously, clean and round. Classy indeed. KRIEK BOON 2008 •Cork • 37.5cl • 4% abv Less head and the pinkness has developed an orange cast. Very complex, aromatic nose has elements of rich fruit, oxidation and wood-like fragrances. Freshness of wild yeast delivers a notable tang, which lifts the finish and harmonises with distinct tannin substance. Flavour of cherry is a backdrop that hints at sweetness while the whole is unquestionably dry and long. Very sophisticated drink.

july 2012 FMCG

Green Ribbon Awards for two top wineries

Two of New Zealand’s most high-profile wineries won prized Ministry for the Environment’s 2012 Green Ribbon Awards for their sustainable practices in June. They are Villa Maria Estate and Yealands Estate. The awards recognise businesses that use green technology and innovation to either contribute to better economic performance, add value to the New Zealand export industry, or enable businesses to move towards a low carbon economy. Villa Maria Estate won the Supreme Green Ribbon Award at the ceremony at Parliament, recognising the company’s outstanding and ongoing contributions to protecting New Zealand’s environment. The 100% New Zealand and family owned wine business also secured the Large Business Leadership category, which recognises large organisations that demonstrate an ongoing commitment to environmental best practices. Yealands Estate was recognised as the industry leader in sustainability, winning the ‘Green Economy’ section. Environment Minister Amy Adams, who presented the award to Fabian Yukich, Villa Maria’s executive director Wineries & Vineyards, said: “Villa Maria is dedicated to minimising the environmental impact of its business and has demonstrated that environmental best-practice can boost profitability and be part of everyday business. The winery takes a holistic approach to environmental best practice, implementing a variety of effective initiatives nationwide. These range from growing grapes organically through to projects that reduce the environmental effects of operations in the processing plant.” Fabian Yukich has been driving sustainability at Villa Maria for more than 14 years and has been instrumental in embedding social, environmental and financial sustainability into the core of Villa Maria’s culture. He paid tribute to Sir George Fistonich, founder and owner

of Villa Maria, who is celebrating his 50th vintage this year: “George’s personal commitment to sustainable practices, his support and leadership has shaped a culture that encourages everyone within the company to find new ways to reduce our environmental impact, ensuring that we, especially as a family business, leave something for the next generation.” Yealands Estate has pioneered a range of green initiatives within the winery and vineyard, including solar panels and insulation, harvesting storm water to irrigate the vineyards around the winery, harnessing vine prunings and wind-power to deliver power to the winery and reduce fuel usage, and developing more than 25 wetland areas to preserve native species and attract native birds. “This award acknowledges that New Zealand’s growth depends on the entrepreneurship and innovation of our businesses. Environmental-best practice is central to achieving that,” said Yealands Estate owner and founder Peter Yealands. “We are continually working towards our goal to become a global leader in sustainable wine production. We’re excited by the recognition of our efforts to-date and continue to innovate as we look towards an even more exciting future.” The Green Ribbon Awards recognise the outstanding contributions of individuals, organisations, businesses and communities to protecting and enhancing New Zealand’s environment. The 2012 awards had more than 208 entries this year, an increase of 68 on last year. There were 12 award categories. Assessed by a panel of judges, the awards are graded on how nominees measure against these criteria: significant environmental benefit, measurability, innovation, awareness and education and going the extra mile. l

From left: Environment Minister Amy Adams, Fabian Yukich, executive director Wineries & Vineyards Villa Maria Estate, and Andrew Fisher, general manager Eco Stock.

From left: Peter Mann, Yealands Estate’s sustainability manager with his wife Kathryn along with Colin King, MP for Kaikoura.

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New CEO at Amisfield Specialist Central Otago wine producer Amisfield Wine Company has appointed Craig Erasmus to the role of chief executive officer. “After a long search I am delighted to announce the appointment of Craig,” said chairman David Hogg. “Craig was the perfect candidate to select to lead our tight knit team and our internationally recognised and high profile brand.” Born in South Africa, with great, great grandparents hailing from the Coromandel, it is full circle as Erasmus and his family now call New Zealand home. He has spent the past seven years working in Marlborough for Wither Hills, Vavasour and Foley Family Wines, filling roles

ranging from cellar hand through to chief operating officer. Having originally qualified as a chartered accountant, Erasmus’ OE saw him spending six years in London in a variety of corporate development roles. It was during his travels abroad to wine regions in Europe, North and South America that his passion for cool-climate wine regions in particular was kindled. After a three month odyssey around New Zealand in late 1999, the spectacular scenery and opportunities in the wine sector convinced him that New Zealand was a place he wanted to call home. He completed a Post Graduate Diploma in Viticulture and Oenology at Lincoln University in 2004. l

Craig Erasmus, CEO, Amisfield Wine Company.

Home brewed pilsner wins major Asian award Auckland sales executive Santiago Aon Ratto has stunned the global beer community, winning Gold at the 2012 Asian Beer Awards for his pilsner, which he brewed in a WilliamsWarn Personal Brewery at his Mission Bay home. This is the first time a beer brewed on such a small scale has won at the Asian Beer Awards. Ian Williams, inventor of the WilliamsWarn Personal Brewery and award-winning brew master, helped Aon Ratto formulate the recipe for the winning pilsner and then left him to make the beer himself – a process that took only nine days. “I was very happy with the final product. I’m not a trained brew master and I haven’t had the WilliamsWarn for long, so to make the best pilsner in the Asia Pacific region in just my third batch is absolutely incredible,” says Aon Ratto. Williams, who is also director of WilliamsWarn, says the Pilsner category is the biggest category in the competition, with Lager/ Pilsner beers representing 95 percent of the world beer market by volume consumption. “Winning an international award on just his third batch in his personal brewery is a phenomenal achievement. Santiago’s pilsner proves that you don’t need to invest millions to make the world’s best beer. Anyone can create world-class, commercial quality beer from their home or workplace, which is potentially the greatest innovation in the global beer industry of the last 30 years,” he said. The award-winning pilsner was made with WilliamsWarn prepackaged ingredients with some extra soaked and strained malt and hops, and was judged by a panel of professional brew masters and

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beer tasters in Singapore. According to Williams, more than a third of New Zealand males have tried home-brewing but most have not carried on with it because of the time involved and the low-quality beer produced. He says the WilliamsWarn personal brewery solves 12 of the key problems faced by home brewers, such as the carbonation process, temperature control and clarification, to make beer brewing simple and fast. “The machine’s innovative design and patented process ensures minimal oxidation, making beer produced in the WilliamsWarn the freshest beer in the world.” The invention, supported by the Ministry of Science and Innovation, was launched in Auckland a year ago and sold out of the initial 70 units. Williams says the company was overwhelmed with offers of distribution from around the world at the time of launch and has since been able to attract further investment. l The WilliamsWarn Personal Brewery.

Sparkling new opportunities A celebration isn’t a celebration without bubbles. BWS checks out Akarua’s new sparkling range and gets reacquainted with the granddaughter of the Henkell range, Henkell Piccolo Rosé.

Akarua’s chief winemaker, Matt Connell.

FMCG july 2012

New styles from Akarua Akarua is the largest privately owned single estate vineyard in Central Otago. The 50 hectares of prime vineyard land at the winery site in Bannockburn, combined with the continental climate of Central Otago, are perfectly suited to the production of quality sparkling wines. The temperatures throughout the growing season in Bannockburn result in a large diurnal temperature range, which is also a significant characteristic of the Champagne region. Akarua secured the expertise and guidance of Dr Tony Jordan to develop the Akarua Methode Traditionelle range. His considerable experience in sparkling winemaking includes working with many notable sparkling wine producers including Domaine Chandon (Australia) and Cloudy Bay. The Akarua philosophy is to show the purity of the fruit and the terroir at its best through gentle handling and absolute attention to detail. Akarua’s chief winemaker Matt Connell and his team are focused on managing the quality of the fruit in the vineyard through winemaking on site at the winery, which gives them complete control from the vineyard through to the bottle. With the launch of its sparkling range, Akarua is continuing to demonstrate its passion and expertise in other

wine styles whilst being committed to producing the finest examples of Pinot Noir from the region. Sparkling Piccolo from Henkell For decades now, Henkell Trocken Piccolo, sparkling wine in a 200ml bottle, has been most popular with sparkling wine lovers of all ages. Altogether, the successful Henkell product even makes up 30 percent of the Henkell range’s total turnover. The small bottles make a perfect gift or ‘bring along’ for friends or acquaintances. The so-called “grandson of the house of Henkell” was created in the 1930s. It had its breakthrough in the 1950s and ’60s, the post-war years, when family budgets were tight and the Piccolo offered the possibility to still celebrate the special moments of life. Several years ago, Henkell satisfied the internationally growing demand for rosé sparkling wines with the launch of Henkell Rosé, a wine which has conquered the hearts of sparkling wine lovers with its fine fruity bouquet and its long lasting delicate mousseux. Now its “granddaughter”, Henkell Piccolo Rosé, has become a part of the export range. The sister of the Henkell Trocken Piccolo, it is available to be used as second placement or for special promotions during peak season.

spar kli ng w in e Akarua Brut NV Akarua, a family owned Central Otago producer well known for its range of Pinot Noirs, has released a range of sparkling wines. Akarua Brut NV has been aged on lees for a minimum of 18 months and is a blend of Pinot Noir and Chardonnay. A fresh aperitif style, the complex Pinot Noir background leads to a long, creamy and crisp finish. RRP $32.90 Hancocks Wine, Spirit & Beer Merchants Phone: 0800 699 463 sales@hancocks.co.nz www.hancocks.co.nz

Akarua Rosé Brut NV Fans of Rosé Methode Traditionelle will be impressed with this exciting new wine from Central Otago winery Akarua. Aged on yeast lees for a minimum of 18 months, it exhibits lively strawberry notes combined with a creamy intensity on the palate. A wine of beautiful balance and length. RRP $36.90 Hancocks Wine, Spirit & Beer Merchants Phone: 0800 699 463 sales@hancocks.co.nz www.hancocks.co.nz

Henkell Rosé Only the finest quality wines from the best wine-growing regions of France are used for the production of Henkell Rosé. Its delicate colour and fruity-fresh taste have won wine lovers’ hearts. And with its elegantly drier character, the Rosé has remained loyal to the rest of its family tree. RRP $15.99 per 200ml 3pack RRP $5.99 per Single Unit Hancocks Wine, Spirit & Beer Merchants Phone: 0800 699 463 sales@hancocks.co.nz www.hancocks.co.nz

Henkell Trocken This medium-dry sparkling wine has a subtle fragrance suggestive of tropical fruit, developing onto the fresh and tingling palate, with a long lingering finish. The finely blended, harmonious composition makes Henkell Trocken a well-balanced, consummate taste experience for all occasions. RRP $15.99 per 200ml 3pack RRP $5.99 per Single Unit Hancocks Wine, Spirit & Beer Merchants Phone: 0800 699 463 sales@hancocks.co.nz www.hancocks.co.nz

july 2012 FMCG

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Has your team been part of a charity event, opened a new factory, or dreamed up a colourful promotional activity? Send us your favourite photo and go in the draw to win a copy of Fuss-Free Suppers (RRP $29.99). Super cooks Jenny Kay and Elinor Storkey show you how to create meals with the minimum of fuss and time in this fantastic new book. Just email your high res image with a caption and your contact details to: editor@fmcg.co.nz

Economic D evel Innovation M opment and Science an d inis Waikato Inno ter Steven Joyce on to ur at the vation Park w he its new spra y dryer facilit re he officially opened y.

DIARY

AUGUST 2-5

THE FOOD SHOW

23-28

THE 2012 FOOD AND GROCERY EXECUTIVE PROGRAM

ASB Showgrounds, Auckland

Mt Eliza Centre for Executive Education, Victoria, Australia

www.foodshow.co.nz

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

19-21

2012 NZ CULINARY FARE

25-27

FOODTECH PACKTECH

ASB Showgrounds, Auckland

www.restaurantnz.co.nz

www.foodtechpacktech.co.nz

25-26

GLUTEN FREE FOOD & ALLERGY SHOW

NZ FOOD AWARDS

TSB Bank Arena, Wellington

The Langham Hotel, Auckland.

www.glutenallergy.co.nz

www.foodawards.co.nz

29-30

FOODSTUFFS NATIONAL GROCERY EXPO

Claudelands, Hamilton

www.foodstuffs.co.nz

NOVEMBER 6-8

SEPTEMBER

DRINK TECHNOLOGY INDIA

Mumbai, India

www.drinktechnology-india.com INTERNATIONAL PACKTECH INDIA

THE GROCERY CHARITY BALL 2012

6-8

Langham Hotel, Auckland

Mumbai, India

www.grocerycharityball.com

www.packtech-india.com

14-16

THE FOOD SHOW CHRISTCHURCH

DELOITTE/MANAGEMENT MAGAZINE TOP 200 AWARDS

CBS Canterbury Arena

SkyCity Convention Centre, Auckland

www.foodshow.co.nz

www.management.co.nz/top200

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

Introducing the latest addition to the Cinderella Dried Fruit range….. Delicious moist California Pitted Prunes, ready to eat straight from the resealable tub.