FMCG June 2013 by mediaweb

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JUNE 2013 VOLUME 19 No 5 $9.15

THE BUSINESS OF MANUFACTURING • LOGISTICS • SUPERMARKETING

FMCG.CO.NZ

•

FOODNEWS.CO.NZ

Free ranging ...

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NEW PRODUCTS

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ACU ING 11276R FMCG Waitoa FP indd 1

1/05/13 11:11 AM

contents

Up Front 4 6

Editor’s note Industry news

Category checks

Hot beverages Sauces & condiments

JUNE 2013

24 28 32

Hair care

Regulars 10

Nargon The wage debate

Beef + Lamb NZ Steak of Origin

FMCG Online Exclusive features to get you clicking

Fresh and local In season

Fish of the month Seafood NZ serves up Lemon Sole

Calling all pie makers! Who will reign supreme at the pie awards?

Q&A Iaan Buchanan talks about Cadbury’s product changes

Nielsen Consumer 360 event reveals new research tools

Exhibitions

,1&25325$7,1* -81( 92/80( 1R

Pre-show promotion is a must, says Dona White 7+( %86,1(66 2) 0$18)$&785,1* /2*,67,&6 683(50$5.(7,1*

Health & Beauty

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Hair care

What’s Hot New products in store

41 64

Subscription form Snap Spotted out and about

Diary Your guide to upcoming industry events

OUR COVER New male-specific hair care ranges for the NZ market: Clear for men and Dove Men+Care.

contents

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

42 44

Grocery business news Feature Store security

Legal

JUNE 2013

Expert advice on the Children’s Code for Advertising Food

FGC Katherine Rich sums up the highlights of the FGC’s AGM

Feature How to craft a brand

52 53

Pride in Print Awards Proﬁle Robert Pascoe Carriers – leading the way

GS1 RFID is all around us, says Dr Peter Stevens

Recruitment Hard Bastards - not your average team building exercise

Convenience store and oil channel updates

Nargon

Trina Snow on reducing cost

57 57

C-store news Resource directory

Feature Global Lager beers

60 62

BWS news Hot Red Hawkes Bay

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editor’s note VOL 19

NO 5

JUNE 2013

ISSN 1175-8279

Incorporating

Serving the business of manufacturing, logistics and supermarketing

TAMARA RUBANOWSKI – EDITOR editor@fmcg.co.nz

PETER CORCORAN – ACCOUNT MANAGER Mob: 021 272 7227 peterc@mediaweb.co.nz

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Big birthdays and bananas New World is celebrating its 50th birthday and it is amazing just how many things have changed over the years. In 1963 there was only one brand of biscuits in stores and flour arrived in massive 160-pound bags, to be weighed out for customers in 5-pound paper bags. New World has constantly evolved since those early days, changing its product offering and keeping up with the latest technology, such as free Wi-Fi in New World Northland’s supermarket café. Countdown’s Onecard loyalty programme celebrated its tenth anniversary with the release of some interesting shopper insights. In terms of sales, the ‘top banana’ among grocery items in New Zealand now is . . . bananas! But perhaps that’s not surprising, given that our country has the highest rate of per capita banana consumption in the world. Turn to page 42 to see some of the highlights of Countdown’s shopping survey. With more than 80% of New Zealanders now making online purchases, we are among the most prolific online shoppers in the Asia-Pacific region – second only to China. The top website categories visited are: Clothing and accessories (40%), coupons and deals (38%), airline tickets (37%) and home appliances (37%). It seems there is still some room for growth in online grocery shopping. We reveal on fmcg.co.nz what online shoppers are most concerned about. Visit our website to see many other exclusive online features and regular news updates.

There is a growing trend to bring outof-home experiences into the home - also known as cocooning. Watch out for more restaurant-quality products, such as Simon Gault’s new range of spices and stocks, in our supermarkets. Many consumers associate food with health and wellness, which will lead to more exciting developments in functional foods and a special focus on ageing consumers’ needs. Research also shows increasing interest in recycling and use of eco-friendly products. Smart innovators and marketers are already embracing these new trends and demographics, but I hope to see more courage and risk-taking to ensure they engage with all the various generations effectively (including those who are not using multiple screens and devices). The latest marketing research tools and some of the highlights of the recent Consumer 360 event are summarised by Rob Clark, managing director Nielsen NZ, on pg 20-21. In our BWS section, Independent Liquor CEO Julian Davidson speaks out about producer dominance in the retail channel, which can result in the destocking or blocking of some brands and product portfolios. Davidson says he has experienced this first-hand and thinks it should be challenged. To encourage a level playing field in liquor retail, Independent Liquor has reached an agreement to acquire The Mill chain, hoping to offer a wide range of products from all breweries and producers. Enjoy this issue,

Tamara Rubanowski editor@fmcg.co.nz Corporate Social Responsibility Mediaweb supports the following organisations: Official b2b magazine for the Gluten Free Food & Allergy Shows. Media partner Fine Food NZ 2012.

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n ews NEW WORLD’S GOLDEN ANNIVERSARY “Proudly serving New Zealand for 50 years” is the catchphrase as New World supermarkets nationwide deck themselves out in party dress to celebrate the New World Group’s big birthday. Brightly decorated stores have been welcoming customers since early May with a 50th Birthday Super Sale, a 4 x Fly Buys one day event and a Facebook daily competition for 50 x $50 vouchers. More celebratory activities are planned throughout 2013. The ﬁrst New World full service supermarket opened in Stanmore Road, Christchurch, in 1963 (pictured below) and in

the succeeding years the number of the 100% locally owned and operated stores has risen to 138. Milestones for the New World Group, part of the Foodstuffs New Zealand cooperative, include: 1975 – Fresh fruit and vegetables introduced to New World 1980 – New World coupon books introduced 1987 – Lotto introduced with 338 first division winners since then 1996 – Fly Buys introduced 2004 – First Metro store opened (Willis Street, Wellington) 2007 – First self-service checkouts launched (New World Victoria Park, Auckland) 2006 – Fuel discounts launched 2008 – Reusable sustainable shopping bags introduced 2008 – New World became elite sponsor of the Silver Ferns 2011 – New Zealand’s first free Wi-Fi café in a supermarket (New World Northwood, Christchurch) 2013 – Pam’s exceeds 2500 products - now New Zealand’s biggest selling grocery brand. Steve Anderson, chief executive Foodstuffs New Zealand says: “Back in the 1960s, the concept of full service supermarkets providing all the family’s grocery needs under one roof was exciting and new. Our name – New World – reflected that dynamic change in the way customers wanted to shop. We continue to treat each day as a new world and strive to always match - and exceed – New Zealanders’ increasingly sophisticated requirements of their supermarkets.” ●

PAK’NSAVE’S MUSIC TECHNOLOGY FIRST OF ITS KIND IN NZ Ever wanted to pick your own music when you are grocery shopping? Well, now you can. PAK’nSAVE is launching the first of its kind music pilot, which lets you do just that – be the store’s DJ and choose your favourite track whilst shopping. My DJ launched in May in three PAK’nSAVE stores throughout the country: Papakura, Porirua and Riccarton with the intention of it rolling out throughout the country later this year. PAK’nSAVE is working closely with Surround Media and AudioPilot, using touch screen technology which has a database of 3500 songs, specifically selected for PAK’nSAVE store environment, to choose from and includes some of New Zealand’s favourite and latest music tracks. Jules Lloyd, group brand director for Foodstuffs NZ says that this technology is the first of its kind in this sector: “As far as we know, no other retail store in New Zealand has launched this technology which completely allows the customer to choose what music plays whilst they shop,” she says.

FMCG JUNE 2013

“Research says that customers are happier shopping when they hear their favourite music,” she explains. “And we are all about giving our customers the best experience whilst in store.” ●

Reach consumers with all five senses

Tasting and sampling is often the missing marketing link for companies in the food and beverage industry.

Connect with consumers en masse through WDVWH DQG PDNH WKHLU À UVW SXUFKDVH DQ HDV\ one at The Food Show.

How will consumers understand your product without tasting it?

Next Show: Auckland, 1-4 August Stands selling fast – book now.

Over $10M est. spent at shows AKL est. spend

97% of visitors purchased at the show

$6,944,224 $2,074,328

Brand awareness influenced

CHCH est. spend

$1,251,036

Exhibitors met sales target

RI YLVLWRUV SXUFKDVHG at the shows 62,899 visitors nationwide

97%

Purchased products at the show

WGL est. spend

$163 average spend per visitor

85% 78%

RI YLVLWRUV DUH IHPDOH RI YLVLWRUV DJHG

$203

AKL Av spend CHC Av spend WGL Av spend

$118 $115

RI YLVLWRUV DUH LQ WKH top income brackets

(download the full 2012 post-show report: www.foodshow.co.nz/home/exhibit/stats-reports.aspx)

Call for a no-obligation chat or visit: www.foodshow.co.nz Terri Pattison

Kylie Stevens

0800 727 469 | +64 9 376 5841

0800 727 469 | +64 9 555 1143

terri@foodshow.co.nz

kylie@foodshow.co.nz

AKL: 1 - 4 August CHC: 13 - 15 September

C R E A T E

M O R E

For information on exhibiting and our free post show report see:

www.foodshow.co.nz Winner Best New Zealand Show EXHIBITION & EVENT ASSOCIATION OF AUSTRALASIA

Statistics: 2012 post show reports conducted by leading statistics and research company Covec, for The Food Show, Baby Show and Healthy Living Show.

n ews COUNTDOWN UNVEILS NEW STORE IN PETONE Lower Hutt Mayor Ray Wallace officially opened Countdown’s newest Hutt City store, located on Jackson Street in Petone, a rapidly developing area for both retailers and residents. The 2970 square metre supermarket features Countdown’s fifth in-store Pharmacy, located within the health and beauty aisles. Customers will be able to purchase prescription and pharmacyonly products from a qualified pharmacist, taking advantage of convenient supermarket trading hours and competitive pricing. Store manager John Lamb believes the supermarket will be a welcome addition to the Petone community, and is excited to introduce the new 136-person team to customers. The store’s full-service departments include a large bakery (baking fresh goods daily), service deli, seafood department and Lotto outlet. The store also features a large car park with 210 spaces, six checkouts, four express checkouts and six selfserve checkouts. Seven retail outlets at the front, which will be occupied by local businesses, will complement the store’s services. Countdown managing director Dave Chambers says the $23 million investment represents a commitment to Hutt City and the wider Wellington region. “Petone will be our fifth store in Hutt City, and the stores we’ve recently opened in the Wellington suburbs of Newtown and Tawa have had a great response from the local community,” he says. ●

(L to R) Jeremy Armes – pharmacy business manager, Lindsay Smith – pharmacist partner, Adam Ho – pharmacist, Nimmi Gnanasekaran – pharmacy manager.

EBOS SET TO BECOME AUSTRALASIAN LEADER New Zealand’s largest diversiﬁed pharmaceutical and medical products group, EBOS, has announced details of a $1.1 billion acquisition that will transform the company into a leading Australasian business with revenue in excess of $6 billion. This is one of New Zealand’s largest private sector transactions. Once completed, it will see EBOS become the third largest New Zealand listed company by revenue (behind only Fonterra and Fletcher Building). With economic effect from June 1, 2013 EBOS will acquire Australia’s leading pharmaceutical wholesaler and distributor and a leading veterinary wholesale provider: Zuellig Healthcare Holdings Australia (aka “Symbion”), a 100% owned subsidiary of The Zuellig Group.

FMCG JUNE 2013

The agreement is subject to certain conditions, including EBOS shareholder approval at a special meeting in Christchurch on June 14, 2013. Once the transaction is completed, EBOS will be the largest and most diversiﬁed Australasian marketer, wholesaler and distributor of healthcare, medical and pharmaceutical products (by revenue) and a leading Australasian animal care products marketer and distributor. EBOS has been providing healthcare and medical products for over 90 years. In the past 12 years it has made 18 acquisitions in New Zealand and Australia, increasing revenue to over $1.4 billion in the latest ﬁnancial year ending June 2012. ●

n ews SELAKS NZ ROAST DAY GOES INTERNATIONAL The roast is a traditional British favourite, but in cosmopolitan New Zealand a host of immigrant nationalities have adapted it to their Kiwi way of life. As Croatian immigrants, the Selaks family used their original vineyard in west Auckland frequently as the venue for large family and industry celebrations where the roast took centre stage, very often on an outdoor spit over glowing coals. However, with New Zealand society now the home of many nationalities, these days the humble roast enjoys wide

Spanish-inspired pork shoulder roast.

ranging ethnic interpretations. So, in celebration, the 2013 Selaks NZ Roast Day is going international. This year, the annual celebration of New Zealand’s favourite Sunday meal explores roasts of the world as ambassador Nici Wickes prepares to bring us a selection of recipes inﬂuenced by international Selaks NZ Roast Day ambassador Nici Wickes. tastes and ﬂavours. Save the date: Sunday August 4, 2013, to celebrate New Zealand’s diverse culinary tradition with a ‘global roast’, and to get friends and family together around the dining table for good food, wine and conversation. ●

- A special TVC revisiting some of the more magical moments in Bluebird’s history - An on pack promotion giving Kiwis a chance to See A Beautiful Chip Of New Zealand - A Facebook page celebrating 60 years of Kiwi nostalgia and 60 days of giveaways

JUNE 2013 FMCG

na rgo n

The wage debate Balance is needed, says Trina Snow. Trina Snow Snow, executive director, NARGON.

Several supermarkets were recently picketed by a small number of union members protesting against the passing of the ‘Starting Out Wage’ by Parliament. At the time, most stores had not even made a decision whether to offer the new wage rates, which confirmed the protests were solely political. The union movement was upset by the package of employment legislation reforms introduced by the new Minister of Labour, Simon Bridges. Helen Kelly, President of the Council of Trade Unions (CTU), said the Government’s proposed reforms were “the worst attack on workers’ rights since the 1990s”. The CTU represents the 17% of employees who have chosen to join a union. It is worth noting that the CTU also said the successful 90-day trial period was a “massive attack on the job security of every New Zealand worker” and the legislation which ensured The Hobbit movie was filmed in New Zealand was also described as a huge attack on unions and workers. NARGON believes the proposed changes to the Employment Relations Act are balanced and moderate. If anything, they do not go far enough. Much of the public debate about the minimum wage and Starting Out Wage has been partisan and one-dimensional. Business New Zealand issued a press release criticising the protests saying “picketing against a lawful activity is not what unions should be doing.” Chief executive Phil O’Reilly noted that supermarkets are “companies that contribute strongly to their communities, offering employment and career opportunities to young people while investing heavily in their training” and that they “deserve better than this because offering a first step on the employment ladder to a young person is one of the most valuable things a New Zealand company can do”. O’Reilly rightly observed that “union activity against companies that support youth employment is

FMCG JUNE 2013

ideologically motivated and is itself damaging to young people’s employment prospects. A young unskilled person is disadvantaged in competing against more experienced and trained people in the labour market. Starting wages help young people gain experience and better equip them to be able to compete on stronger terms.” Writing in the NARGON News, the Green Party industrial relations spokesperson Denise Roche (List MP) acknowledged that “the big supermarket chains employ thousands of workers” and are “vital to our economy.” However, the Greens and Labour are opposed to Starting Out Wages and support the minimum wage being lifted to $15 an hour. Both parties have been supportive of the so-called Living Wage campaign which would see employers paying at least $18.40 an hour. Roche said “unfortunately some supermarkets have confirmed that they will pay young workers youth rates where they can. To me, youth rates are not a way to get more young people into the workforce, they act as a way to drive wages down across the board.” That assertion is refuted by research by the Department of Labour. They concluded that the abolition of the Youth Wage in 2008 meant around 9000 jobs disappeared for 16and 17- year-olds. This confirmed what every real business knows – the price of labour has an impact on hiring decisions, particularly when it involves young people with no track record in employment. NARGON has consistently supported a minimum wage and employers having the option of paying younger workers a youth or starting rate. The key issue is finding the right balance between protecting the interests of workers and ensuring that people are not priced out of the labour market and miss out on having a job. Too often politicians appear to support unrealistic wage rates without considering the impact in the workplace. If the minimum wage rate really had no impact on employment decisions then surely it could be set at $50 an hour and make everyone rich. That simply does not work in the real world. Supermarkets which chose to offer the Starting Out Wage to unemployed young people should not be targeted by unions for their lawful decision. As some of the largest employers of young people supermarkets deserve plaudits - not pickets.

Advertorial Hellers: A New Cocktail Sausage – At Last!

Advertising. Ad ti i Hellers will bring the new, fun pack designs to life with a TV and online

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Advertisiing. Advertising.

An Innovative Trip of a New Campaign. Lifetime to be The search is on for New Won.

a TV commercial launching in July

Zealand’s Next Top Sausage.

featuring Leigh Hart announcing the

exciting new Facebook and Supermarket

Hellers is introducing this campaign to stimulate and drive growth in the fresh sausages category.

campaign that will freshen up and

Shoppers will be invited to buy and try

Hellers is launching an innovative and

stimulate interest in the sausages

the winning NZ’s Next Top Sausage.

category. It gives consumers the chance

The person with the best sausage idea will

to dream up the ultimate idea for a new

win the grand prize of a trip of a lifetime

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for two to New York worth $10,000. Once

lifetime. Hellers will take the top ideas

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and launch them into supermarkets with appealing new packaging in November.

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competition and intercut with shots of him in and around the sights of New York.

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2013 Beef + Lamb NZ Steak of Origin Howard Nossiter, national sales manager, ANZCO Foods

ANZCO-Riverlands takes out Supreme Brand Champion.

It’s always important to believe in your own product, and it goes without saying that we do. But, it’s even better when the accolade and acknowledgement comes from a panel of independent judges, comprising top chefs, foodies and industry representatives from around New Zealand. For ANZCO – Riverlands Eltham winning the Supreme Brand Champion award at the 2013 Beef + Lamb New Zealand Steak of Origin challenge confirms that what we do with our product is something worth celebrating. The prestigious Beef + Lamb New Zealand Steak of Origin competition is open to beef farmers, retailers, wholesalers and food service suppliers throughout the country. The aim is to find the most tender and tasty sirloin steak in New Zealand, so, as you can imagine, receiving the Supreme Brand award is a fantastic endorsement. Our winning steak – from a 4.2kg Riverlands Angus cut – outclassed some strong competition in the tasting criteria of tenderness, aroma, texture, flavour and succulence. But naturally we’re confident that it was the unparalleled Riverlands’ taste that nailed it for the judges. The winning Riverlands steak is the result of a dedicated and hardworking team and we know that we wouldn’t be in this position if it wasn’t for our loyal New Zealand farmers, so it’s worth a “shout-out” to the key players in our success. The Riverlands story begins with a partnership with our farmer producers, who we like to think are some of the best in the country and they do what they are best at, which is raising and nurturing their cattle in the pristine environment that they have been blessed with. From this point Riverlands then take this supreme-quality livestock and focus on processing and crafting this into beef which is mouth-wateringly tender, juicy and has a delectable, ‘stand-out’ taste. We can’t give away all of our trade secrets but those buying Riverlands beef know that our constant innovation and processes (such as “Certified Tender”) ensure that we deliver the best beef every time. Obviously, Riverlands’ and ANZCO’s reputation depends on our ability to ensure every cut of beef is consistently outstanding; our customers, from home

FMCG JUNE 2013

Hannah Hogan, Riverlands Eltham production marketing coordinator receiving the 2013 Steak of Origin Beef + Lamb NZ Supreme Brand Champion Trophy with Beef + Lamb NZ Chairman, Mike Petersen.

cooks to the world’s leading chefs, demand nothing less. And we are particularly proud that our winning steak in the 2013 challenge was from a steer from our regular production. Supplying the ﬁnest quality product is an everyday occurrence at Riverlands, which is excellent news for all our New Zealand customers. What next? Well, our goal remains to work even harder to provide delicious, memorable and unrivalled eating experiences for our customers. We do this by listening to our farmers, to our skilled staff and especially to our customers. Because, ultimately, it’s about our customers responding to their needs and exceeding their expectations. Thanks Steak of Origin, winning the 2013 Supreme Brand Champion award is a huge honour and one we share with the whole Riverlands’ team! Visit our website anzcofoods.com for further information about our Riverlands beef. Howard Nossiter, national sales manager - ANZCO Foods has over 25 years’ experience in the food industry and has brought a wealth of experience to his role within ANZCO Foods over the last 15 months. Howard and his team are responsible for servicing the New Zealand domestic market via the trading division (NZMM) and retail foodservice (Westmeat).

What’s online

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

WORLD’S TOP FOOD BRANDS REVEALED

Take a look at the ﬁrst global ranking of FMCG brands, using a new metric called Consumer Reach Points, on fmcg.co.nz.

BIG TICK FOR NEW STEAK RANGE Which new range has been developed to cater to smaller households, the ageing population and health-conscious consumers with busy lifestyles? See the details on fmcg.co.nz.

PAYMENT SECURITY TOP OF MIND FMCG reveals the ﬁndings of a new online shopping survey in this web exclusive feature.

NEW PRODUCTS From novel simmer sauces to the latest in health & beauty, take a sneak peek at some exciting product launches online.

DISCIPLINE DETERMINES SUCCESS

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

Kevin Vincent shares his expert advice on fmcg.co.nz.

Visit us on facebook!

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

COMING ON It may be winter but we have plenty of New Zealand fruit to choose from: Tamarillos, persimmons, lemons and mandarins. And it is now time for the best of the roots: Yams, parsnip, nice main crop spuds and excellent fennel bulb and celeriac. Kahawai, piper, tuna and Paciﬁc oysters are at their best as of course are Bluff oysters. And don’t forget rhubarb over winter.

SHOT TO BITS New Zealand apricots, nectarines, peaches, strawberries and passion fruit. New Zealand grown beans have ﬁnished and good New Zealand tomatoes are in short supply.

FMCG MAY 2013

FISH & SEAFOOD It is worth remembering that all our New Zealand fish are effectively organic and it is maybe worth reminding your health conscious customers of this. Blue cod Now that the albacore season is about over, many of these fishermen are working the blue cod fishery. The season is full on and this is a great fish to have on offer and very popular. Blue cod has beautifully flavoured, delicate white flesh and the further south they are caught the better for my money. Blue Moki The season for this beautiful fish will have started by about the time you receive this issue. Hoki This is our largest commercial fishery and June sees the beginning of the annual hoki harvest. So if for some reason your customers just happen to be hanging out for a fresh piece of hoki, this is your opportunity. Ling The fresh season for ling starts in June and will run until November. The frozen and smoked product is also available. Orange roughy is not at all PC these days, but the fresh roughy season is not far away, so don’t worry if you have people who think it’s a great fish you will soon be able to flog them some of these (up to 125-year-old) fish, fresh. Piper This is the best time for this forgotten delectable little fish. Red cod Must have mothers so someone can love them. If you come across English or British cod it is just red cod and another name for cray-pot bait in my opinion. Salmon, quinnat (sea cage) are always available and all producers have good quality fish.

Sharks Still a good time for doggies (rig, spotted dogfish etc) and school sharks, and they are all great eating. Lemon Sole is a southern species and less well known in the north, but it is available in the marketplace. This is a premium fish with a wonderfully delicate flavour and at a relatively low price. Trevally This fantastic common fish is usually well priced. The main season is over so there is less in the market. But the trevally you will find in the market will be of markedly better quality as at this time of year these fish are caught using ring nets around inshore reefs. Fresher, less squashed and tastier. Warehou is another southern species available in winter and usually well priced.

MEAT The news is still not too bad on the red meat front but don’t hold your breath. Local trade beef schedule prices are steady but likely to rise slightly and at the present the lamb schedule is starting to rise also. Venison prices are still at summer lows and steady. Bacon and Ham Every week, 700,000kg of pork is imported into New Zealand from Canada, USA, Australia, Scandinavia and China; 95% of this product is used to make ham and bacon products that are sold throughout New Zealand. Many of these hams and bacons display "Made in New Zealand" proudly on their packaging. Unfortunately, there is a very high likelihood that this ham or bacon is made in New Zealand from imported product. There is no requirement for this product to meet 100% New Zealand Pork's strict standards. There is in fact no way the countries above could meet our standards! The only requirement imported product must meet is to be at a frozen temperature that meets our food safety standards. If your pork doesn't have the 100% New Zealand pork label there is no guarantee that it is 100% New Zealand grown.

FRUIT Apples All the New Zealand seasonal apples are still good quality so we don’t need any imported rubbish just yet. Avocados Lots of good quality wellpriced Haas fruit have been enjoyed by all. Watch the quality from now on. Citrus New Zealand limes have been in the market for a wee while and our lemons will be around from now on. New Zealand mandarins and all other local citrus will start to come on too. Feijoas Despite the northern drought there will be good volumes for this month and the ﬂavours of the fruit in the markets so far this season has been exceptional. Kiwifruit The vine-killing disease, Psa-V, may supposedly have dealt to the kiwifruit industry but the quantity and quality of the fruit in the market is very good this season. Pears There will be a pear or two about but they are deteriorating from now on. The nashi hold on a little longer. Imports are starting though. Persimmons This is another good early winter fruit. They ﬁnish in July but are good keepers, so they will be around for a while. Tamarillos are back in stock. Chestnuts are in season now for that something a little different and a good mover these days. See there is lots of great New Zealand fruit over winter.

time to keep an eye out for this underutilised vegetable. Brussels sprouts are at their best from now on. Capsicum Almost all the New Zealand grown varieties have gone and those you see will be mostly reds, hothouse grown (usually hydroponic), and at a price, but plenty of Aussie and Island stuff is on the way. Carrots Are always available and are quite nice this time of year. Choko This handy early winter vegetable receives ﬂavours very well. It will only be around, straight off the vine, until the beginning of July. But it keeps well so you will still be able to get it until mid-August or so. Fennel bulb is these days very popular and this is the season for this vegetable. Kohlrabi is available all year now, but this is the main season, the price is right and it is in pretty good nick at this time of year. Leeks are at their best. Onions Good supplies of Jumbos with few New Zealand red onions around, so you may need to buy the Californian ones soon. Parsnip was history, now contemporary. Potatoes Lots of good quality main crop potatoes all over the place and plenty of variety too. Swedes and turnips from now on is your time for these vegetables. Yams Now we can have this great little vegetable for a few months. And see there are also lots of great New Zealand vegetables available over winter.

Your Trusted Partner For: Industry Training Food Safety, Auditing Skills, HACCP Third Party Auditing and Certiﬁcation Laboratory Testing Food and Environmental, Chemistry (including NIPs and Allergens) and Microbiology

VEGETABLES Traditionally it’s comfort food time and all the warming winter vegetables coming on. Jerusalem artichokes are about to arrive in the market place so now is the

Freephone 0508 00 11 22 www.asurequality.com Talk to us today to see how we can add value to your business.

Lemon sole is one of the most delicious flatfish species available in New Zealand. Other New Zealand varieties of flatfish, such as flounder, are also readily available. While lemon sole is more commonly sold in the South Island it is available for purchase nationwide.

FISH OF THE MONTH Seafood New Zealand serves up lemon sole – the ‘fashionable food’ to serve this June.

Lemon sole is known for its mild and sweet flavour. It is a delicate whitefleshed species which is often grilled and served with complementary flavours or seasonings, carefully selected to enhance its natural flavour without overpowering its beautiful, mild taste.

fantastic way to prevent feeling tired as it is a good source of vitamin B12, a nutrient known to contribute to the reduction of tiredness and fatigue. It is also a good source of selenium and a source of niacin and iodine. The New Zealand Heart Foundation recommends that you should have at least two servings of fish or seafood per week.

Great served

Sustainability

Lemon sole benefits from light cooking to allow the flesh of the fish to retain its moist texture, and is very impressive when served whole. Lemon sole works well with Asian flavours, or can be crumbed. This Fish of the Month’s feature recipe is ‘Whole grilled lemon sole with garlic, herbs and chilli’. This simple recipe is great whether you’re a seafood connoisseur looking for a dish which is balanced and elegant, or if you are new to preparing seafood dishes. This recipe is available on fishofthemonth.co.nz. Moderately priced, lemon sole is also an economical seafood choice. As it can be cooked and eaten whole, food waste can be minimised.

Lemon sole is managed as part of the flatfish group under the New Zealand Quota Management System (QMS). They are fast-growing and have a short life-span, generally living for about 3-4 years. Under the QMS, they must be at least 25cm long when caught, which is at or above the size at which the species reaches maturity.

Taste and texture

Nutrition Feeling flat? Eat lemon sole! Eating flatfish such as lemon sole is a

Want to know more? The Fish of the Month website equips Kiwi consumers with an array of easy-to-understand information about consuming the selected species for all of its beneﬁts. Available are further information resources on nutrition, pricing, availability, meal ideas and sustainability information. Find out more about lemon sole at ﬁshofthemonth.co.nz.

ABOUT FISH OF THE MONTH Seafood New Zealand’s Fish of the Month programme is a simple concept that puts the spotlight on one seafood species every month, pulling together research, information and graphics in an engaging way for New Zealand consumers and available online at ﬁshofthemonth.co.nz. Fish of the Month is an initiative of Seafood New Zealand, the national body representing the seafood industry at a national and international level.

FMCG JUNE 2013

Calling all pie makers! Will it be a classic steak and cheese, a vegetarian creation, or a dessert pie that will reign supreme at the 2013 Bakels New Zealand Supreme Pie Awards? ALL will be revealed in July, when the winners of one of our most hotly contested competitions are announced. Thousands of bakers up and down the country are already slaving away over hot ovens, on the quest to craft the perfect pastry, construct the sturdiest bases and concoct the most inventive and tantalising fillings. And with exotic creations like Balinese coconut chicken, caramelised pork belly with coriander, and Asian beef with shitake and star anise, among the flavours of the record-breaking 4500 pies entered by 444 bakeries in 2012 – this year’s judging day on July 18 is bound to stretch the imagination and tantalise the taste buds of the judges.

Apart from novel flavour combinations, the judges have a long check list of what constitutes a good looking and tasty pie.While taste and flavour are paramount, there is much more to an award-winning pie. Is it evenly baked with golden pastry? Does the pie top fit snugly so that the filling doesn’t leak out? Does it have a nice bottom? Is the pastry on top layered properly? When the pie is cut open is it properly filled so there’s no gap between the filling and the pastry lid? If it’s a meat pie, does the meat look juicy and enticing? If it’s vegetarian, is there an attractive array of red and green vegetables? Many awards are up for grabs again this year, including cash prizes and the coveted Supreme Piemaker Trophy.

When you’ve tried the rest, call us to try the best

It’s a very significant event, considering that the New Zealand pie market is worth in excess of $140 million and Kiwis chomp through a staggering 75 million pies a year.

ENTRY DETAILS Entry packs were available from early May 2013, with a deadline date for entries to be received at Bakels by 5pm on June 27, 2013. Judging day is scheduled for July 18, so make sure you get your pies to Bakels between July 16 and 17 (any late pies will not be accepted). The winners will be announced at the Supreme Pie Awards Dinner on July 23, 2013. Visit nzbakels.co.nz for more information.

Gourmet Foods G

Gourmet Foods Ltd 144 Birch Ave Judea, Tauranga Phone. 075779905 Email. admin@gourmetfoodsltd.co.nz JUNE 2013 FMCG

Marvellous C Iaan Buchanan, GM Marketing, talks to FMCG about Cadbury’s new campaigns, palm oil, packaging and product changes in the pipeline. What are the current consumer trends in the confectionery category in New Zealand and Australia? Confectionery is fast-growing and produced the most value growth of any FMCG category in the New Zealand grocery market over the last year. The biggest contributor to this growth was chocolate blocks, which grew by +10%. Over 82% of Kiwi households purchased a block of chocolate during the past year, up on the year before. The introduction of exciting new products from manufacturers like Cadbury play a significant role in this growth. In fact, over 15% of block sales in 2013 are from products launched in 2012. That said, our traditional favourites are still growing well, with Cadbury Dairy Milk family block the number one chocolate block in New Zealand.

How is the Joyville campaign tracking? Consumers are really engaging with Joyville and we have been bringing Joyville to life in New Zealand in stores and through events such as the Joyville Dairy at Christmas and recently with Easter. We’re proud that our Joyville Easter TVC won the Colmar Ad Impact award for the highest performing advertisement in March. The developments in the Cadbury Dairy Milk block range follows the philosophy of Joyville and the Cadbury brand that is all about bringing joy to New Zealand. 18

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Tell us about the added value for consumers. There’s even more chocolate! We’ve pumped up our chocolate pieces so they are bigger and rounder and our 200g blocks are now 220 grams. Consumers can enjoy more chocolate for the same price on specially marked ‘10% more Joy packs’ at participating retailers. We’ve also added crunchy whole nuts to our block nut varieties –– including a brand new Hazelnut block variety, and a new-look resealable pack. All of which is designed to make our Cadbury chocolate even more delicious and enjoyable.

How long will Cadbury Dairy Milk chocolate fans in New Zealand be able to "enjoy more chocolate for the same price on specially marked ‘Extra Joy’ family block packs"? Our mission is to provide quality, enjoyable chocolate products to New Zealanders that are affordable. We have no immediate plans to increase prices.

The new chocolate pieces are bigger and rounder.

Q&A

s Creations Which countries supply the key ingredients for Cadbury chocolates?

Are there any other changes to the Cadbury range in the pipeline? We are introducing new Cadbury Dairy Milk Hazelnut with whole hazelnuts and a new Old Gold Roast Almond. In the next coming months we will also be introducing new developments with Marvellous Creations which are very exciting.

Where are Cadbury's chocolate products made these days? Mostly in New Zealand and Australia. Cadbury moved production of chocolate bars to Tasmania in 2009. Cadbury Dunedin is one of three centres of excellence in our Australia New Zealand chocolate network and is a specialist centre for the manufacture of boxed chocolates, such as Roses, Continental and Milk Tray. It also manufactures Kiwi favourites such as Buzz Bar, Chocolate Fish, Pinky bars, Jaffas and Pebbles. Cadbury has invested significantly in New Zealand (more than $70 million) because we genuinely believe it is a key manufacturing site in our global network, and we employ 550 people in New Zealand and 700 at seasonal peaks.

We still use the same quality ingredients. Milk, sugar and cocoa are all key ingredients in our smooth and creamy Cadbury Dairy Milk block. The milk used to make our chocolate products comes from New Zealand and Tasmania, our sugar from Australia, and our cocoa comes from cocoa regions around the world, particularly Ghana and West Africa.

Tell us about Cadbury and Fair Trade. Cadbury Dairy Milk milk chocolate accounts for more than 80% of Fairtrade chocolate sales in New Zealand. When Cadbury Dairy Milk milk chocolate became Fairtrade in New Zealand, it doubled sales of Fairtrade products overnight. On a global level, we are the world’s largest buyer of Fairtrade cocoa and one of the largest buyers of Rainforest Alliance Cocoa. In the 2012 calendar year, Cadbury has invested more than half a million dollars in Fairtrade Premiums, improving access to fresh water, health care and education. We are also currently working on a significant global programme called Cocoa Life, which further strengthens our commitment to sustainable cocoa development. More than $400million is being invested into this programme and we will begin to source the majority of our Cocoa from the Asia Pacific.

What about the palm oil debate? Cadbury Dairy Milk chocolate itself does not contain palm oil. The Cadbury products that do

contain a small quantity of palm oil are those containing inclusions, crèmes, caramels and wafers, such as Caramello, Black Forest, Rocky Road and Snack – where we are currently unable to make the product without the inclusion of a small quantity of palm oil.

“We are the world’s largest buyer of Fairtrade cocoa and one of the largest buyers of Rainforest Alliance Cocoa.” Iaan Buchanan, general manager Marketing at Cadbury. Although using other vegetable oil (such as sunflower, soybean or rapeseed oil) to replace palm oil seems like a practical solution, these types of oil require larger amounts of land so can create similar, or even greater, environmental and social issues. Cadbury is only a small user of palm oil, accounting for only 0.1% of palm oil sales. We are currently purchasing GreenPalm certificates and have plans to source RSPOfully segregated certified sustainable palm oil to progressively cover all parts of our use of palm oil. Cadbury fully complies with current food labelling requirements in New Zealand and would meet any changes in future requirements. We are supportive of industry engagement and discussion around any proposed changes to the current labelling requirements. JUNE 2013 FMCG

New research tools Nielsen ShopperLAB showcased at the inaugural Pacific Consumer 360 conference NIELSEN’S prestigious Consumer 360 Conference hit Pacific shores for the very first time, bringing together consumer behaviour and some of the most insightful ‘uncommon thinkers’ from the region’s biggest advertisers, retailers and media houses. The conference was held May 1-3,

panel discussions: One focusing on the media landscape with Google, Facebook, Mindshare and Yahoo!7, and a second retail-focused panel featuring representatives from GlaxoSmithKline, Bulla, Coles and Macquarie Bank. Nielsen’s Innovation Expo at the

Designs based on neuro shopper research have seen uplifts of up to 7% just by making point of sale marketing friendlier to the human brain. 2013 at the panoramic Fairmont Resort in the Blue Mountains. One hundred and eighty delegates from 66 companies attended, including TVNZ, ACP, Foodstuffs, Wrigley and Goodman Fielder from New Zealand. There were addresses from industry heavyweights such as Myer’s Bernie Brookes, Mi9 CEO Mark Britt, Z Energy head of marketing Jane Anthony and executive director of Corporate Affairs and Marketing for Nestlé, David Morgan. The conference also incorporated two 20

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event allowed delegates to test drive Nielsen’s newest and most exciting technologies. It was a chance to experience its new, state-of-the-art ShopperLAB research facility, the first of its kind in the Pacific. The lab enables manufacturers and retailers to better understand shopping behaviour and test concepts through observation, interviews, eye tracking and neuroscience. It maps the pathway to purchase in ways never before imagined. Aimed primarily at marketers, category managers and

sales directors, the interactive and private environment can deliver genuine and dynamic insights into how shoppers react to packaging, point of sale, range alterations, layout changes and aisle activation. About 25 % of new products fail in market. However, proper testing can dramatically increase a new product’s chance of success. Shoppers generally spend just 15 seconds interacting with a product category, so brands need to know how, when and where to communicate their strongest messages to shoppers. David O’Brien, customer marketing manager at Wrigley, said that working in the Nielsen ShopperLAB allowed them to explore the shopper psyche in a level of detail they had previously been unable to. “Nielsen Shopper’s unique approach and cutting edge technology uncovered exciting new insights into shopper behaviour at ‘Front of Store’ that identified significant growth opportunities for Wrigley and helped to enhance our position as experts in this area with our retail partners,” said O’Brien. The lab uses a range of technologies to gain a better understanding of shopper behaviour, including

feature

neuro-technology to understand what shoppers think, eye-tracking equipment to determine what shoppers see and virtual shopping devices to comprehend what shoppers do when faced with different products and shopping conditions. Research of this kind is particularly useful as 99% of behaviour is subconscious; what shoppers say does not necessarily equal what they do. Therefore, it’s important to observe and analyse shopping behaviour in real-life situations, and the ShopperLAB enables brands to test concepts without encroaching on a working retail store. How shoppers feel when they interact with products can even impact on buying rates. Designs based on neuro shopper research have seen uplifts of up to 7% just by making point of sale marketing friendlier to the human brain.

HIGHLIGHTS FROM CONSUMER 360 Highlights included Nestlé’s David Morgan taking us on an intergalactic journey of the connected consumer and predicted major game-changers around mobile connectivity, 3D printing and developments in entertainment. He challenged marketers to catch up with consumers in this digital world,

we often market to ourselves and do not think about the next generation. Ross McDonald from Google presented on the future of multiplatform behaviour at one of the event’s insight sessions. He was also a panellist in an inspiring discussion on connected consumers and the future of media. He implores the importance of courage and risk-taking to ensure engaging with consumers across multiple screens and devices – to develop liquid brand content. Vincent Cotard from GSK was also a panellist in the session, discussing the future of retail strategies. He spoke about the implications of interacting with consumers who are highly educated when it comes to technology and the importance of innovation and value for the consumer instead of purely pricing. Facebook’s Brad Smallwood was one of the international speakers and shared with the audience fascinating insights in the Facebook advertising strategy and how to use ‘big data’ by understanding what’s working, using big data to target better, tailoring messages and delivering (frequency) to match and then measure the impact.

Consumer 360 explores retail strategy, online advertising measurement, cross platform marketing, consumer psychology, and business and brand building case studies, providing key insights into the current state of retail, marketing and media in the Paciﬁc region, as well as foresight into the future of the connected consumer. The 2013 theme, Uncommon Thinking, highlighted fresh ways that companies have navigated current market challenges to improve their business performance. For further information email Rob.Clark@nielsen.com. Rob Clark, managing director Nielsen New Zealand.

Pre-show promotion is a must If you’ve invested time and resources to develop an effective stand and train staff – don’t leave visitor attendance at your stand up to chance. PRE-SHOW promotions encourage visitors to put you on their hit list and a whole lot more besides. They help your company differentiate its offering, enhance existing customer loyalty, increase your chances of gaining PR coverage, and help drive event attendance. A smart and savvy campaign can help guarantee success before the show even starts. The walk-in traffic will be a bonus.

COMPLIMENTARY TICKETS Most event organisers will provide you with an allocation of comps – it’s your job to use them wisely: • Send them to your best customers and top prospects with a persuasive cover letter telling them what to expect and where to find your stand. 22

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• • •

Include an extra ticket for them to pass on to a colleague. If you’re talking with a customer or prospect, offer them a ticket. Include tickets in mailings, use them as competition prizes, and so on.

DIRECT MAIL Plan a campaign of phased mailings, spaced about three weeks apart. It might look a bit like this: First an invitation with a floor plan showing your stand location, then a reminder postcard, then a copy of your advertisement, then a further invitation to a special event, product launch, demonstration, or seminar. And don’t forget to include a sentence about your involvement on your monthly accounts and your

Collect feedback and customer data whenever you can. It’s gold!

newsletter that says something like “See us on stand #”. Use every channel you’ve got to maximise attendance.

ADVERTISING Consistent advertising has been proven to drive awareness and stand traffic, and predispose your audience to your sales pitch. Independent surveys indicate a direct correlation between stand traffic and the number of exhibitors running advertisements in relevant magazines. Even a modest advertising outlay can pay real dividends on show day.

ONLINE Promote your stand, your product launches, and your demonstrations on the homepage of your website, include a mention in your email signatures, let your followers know via Twitter, announce it on your Facebook page – do whatever it takes to let your networks know. More and more event organisers are offering dedicated online tools such as event websites to help exhibitors connect with potential visitors prior to, during, and after

Talk through collateral with your customers rather than just hand it out.

the show. Find out what’s available and if it’s not up to scratch, lobby the organisers for more resources. Audiences now typically research events online before they commit to buying a ticket, so ensuring your products and services are front and centre is more critical than ever.

PRESS RELEASES Put together some media kits, send one to the organisers and keep some on-hand at your stand just in case a visiting journalist shows interest.

A good press kit should contain: • News and feature articles about your company and products. • Fact sheets about your products. • Background information on the company founder, company history, patented processes, current CEO or other important issues. • Photographs of your product in use with a caption. • Case studies or testimonials from your clients.

LOOK OUT FOR NEWS Once the show is underway, keep an eye out for opportunities to motivate any fence-sitting potential visitors to attend and visit your stand. Is the show going totally gangbusters? Send a tweet to your followers. Have you sold out of product on the first day? Announce it on Facebook, issue a media release, get on the blower and tell all your customers. Have you had unusual requests, odd questions, or thought of a really interesting innovation? Pass it on. Now is the time to make a noise – you’ve got the stage, now Your website homepage is the perfect place to let your customers know you’ll be exhibiting. use it. Dona White is CEO of North Port Events and organiser of The Food Show, Baby Show, Fine Food New Zealand, and Healthy Living Show. North Port Events is the NZ agent for the Fine Food exhibitions in Australia. Go to www.northportevents.co.nz for more info.

JUNE 2013 FMCG

cstara t epg o r y check

Dilmah founder Merrill J. Fernando and son Dilhan C. Fernando.

Winter warmers FMCG visited a popular aisle: Tea, coffee and hot beverages. DILMAH is re-launching its ‘Gourmet range’ of teas in New Zealand with new contemporary packaging to celebrate its 25th anniversary. The packaging may be new, but the traditions that have made Dilmah such a hit with tea drinkers remain. These single region teas include consumer favourites like English Breakfast and Earl Grey and they herald the return of the unique Ceylon Supreme and English Afternoon. A new style of tea, ‘Earl Grey STRONG’, complements the line-up and gives Dilmah different strength teas, with unique characteristics, for everyone. To coincide with its birthday celebrations, Dilmah is also launching new lines with Oolong and in the growing green tea market, a Ceylon Green Tea with Cinnamon, Peppermint & Ginger. The health benefits of cinnamon will also feature in the Dilmah Exceptional range of boutique teas, through a sparkling infusion of peppermint leaves with Ceylon cinnamon. In both the Green tea and the Exceptional infusion products, Dilmah is using real cinnamon from Sri Lanka. 24

FMCG JUNE 2013

HEALTHERIES TEAS – VITACO HEALTH “Healtheries are the #1 brand in the $23.5m Herbal & Green tea category with 32.2% share, and provide some of New Zealand’s favourite teas,” says James Ford, senior product manager. He explains: “Healtheries is driving growth at +10.4% vs YA, compared with the market at +8.6%*. Healtheries have a wide range of teas including fruit, green, herbal, functional, rooibos and chai. We continue to grow the market through innovation – bringing exciting and delicious new flavour combinations to consumers. “Our latest addition to the market are our dessert-inspired teas – fruitbased teas with a special twist in three tempting flavours: Strawberry Pavlova, Lemon Meringue Pie and Ginger Kiss. These indulgent flavours can be enjoyed as a dessert match or simply a guilt-free treat without the calories!

“We support our brand and product launches with heavyweight advertising and sampling, including TV sponsorship of the high-rating Packed to the Rafters show, and a nationwide sampling campaign in hair salons where customers get to try our new teas in a relaxing environment and also get a money-off coupon to redeem in supermarkets. Over 140,000 cups of tea will be sampled this year, so customers will be looking for these teas in-store.” Ford adds: “We also have some exciting new flavours of fruit and green teas in the pipeline to launch later this year – so watch this space!” * Aztec TKA MAT to 5/5/13

h o t b e verastrap ges RED SEAL HERBAL AND GREEN TEAS Sue Millinchip, sales & marketing manager told FMCG: “Red Seal increased its share from 22.9% to 23.1% with strong growth in Alpine tea, peppermint, Mi Chai and Sweet Dreams in particular. “Mi Chai is a stand-out performer – the number 1 chai tea at 3.3% of total herbal teas (more than twice the size of number 2). Alpine has grown by 16% and is the number 2 herbal tea after peppermint 25s. “In the last 12 months Red Seal has launched Peppermint Lemon – the first flavoured peppermint tea on the market – and green tea lemon & peppermint. Lemon and peppermint are two of the top selling flavours in the tea category. Combining them delivers a truly refreshing tea with all the health benefits of both (good for digestion and refreshment). Peppermint is the number 1 segment in herbal teas (24%) and Red Seal peppermint 25s is the #1 sku in peppermint teas (dollars),” she says. Red Seal teas are selling well and adding incremental sales, explains Millinchip. “People are showing a clear move from black tea to the more healthy green and herbal varieties. They appear to be in search of both flavour and health benefits.We are seeing real growth in Sweet Dreams tea, showing that people are looking for a natural way to alleviate sleep and stress issues. There is still a strong demand for good value. Our latest promotion offering $10 worth of money back coupons in a pack of tea has had a great response,” she says.

“They have all shown massive growth, but that is the same for all the Chanui teas (Chanui tea is up 114.1% - quarter ending 21/04/2013 vs previous year),” says Hastie. He is planning on more sku’s over the next 12 months and says people are looking for better quality products and also looking to New Zealand brands. “Over the past three years Chanui has grown by approximately 350%, which has contributed to the growth of the total tea category.This growth is in contrast to markets such as Australia, which has been flat or declining over the same period,” says Hastie.

MELITTA COFFEE Made in Germany, Melitta has a strong heritage dating back to 1908 and is an internationally acknowledged brand name, synonymous with producing high quality ground coffee sourced from pure 100% Arabica beans whilst providing value to consumers. Melitta is formulated for use in filter machines, plungers and percolators. Stuart Alexander & Co has had Melitta since December 2012, but updated packaging has now started to roll out in stores. Currently there are six variants of coffee in total within the Melitta range: Blue Mountain Style, German Premium Style, Italian Gourmet Style in 250g and 500g.Two filters are also available 1 x 2 filter (4-6 cups of coffee) and 1 x 4 (8-10 cups of coffee). Melitta is currently available through Foodstuffs supermarkets (New World and PAK’n SAVE) nationwide with a plan to increase

THE BREAKDOWN Current MAT to 21 April 2013 T. Instant Coffee: $111.618m Value % Chg vs YA -4.9 T. Roasted & Ground Coffee: $47.806m Value % Chg vs YA 2.8 T. Flavoured Coffee: $43.095m Value % Chg vs YA 9.5 T. Coffee Additives: $1.875m Value % Chg vs YA -2.8 Total Tea: $85.820m Value % Chg vs YA 2.2 T. Tea: $56.752m Value % Chg vs YA -1.2 T. Herbal Tea: $13.492m Value % Chg vs YA 5.3 T. Green Tea: $8.727m Value % Chg vs YA 10.6 T. RTD Tea: $6.849m Value % Chg vs YA 17.4 Total Milk Modifiers: $35.655m Value % Chg vs YA -4.9 T. Tonic Food Drinks: $26.463m Value % Chg vs YA -5.8 T. Drinking Chocolate: $9.193m Value % Chg vs YA -2.0 *Nielsen New Zealand ScanTrack (Databank)

distribution to allow consumers greater access to the brand. Michelle Singh, marketing manager says: “There are a few new Melitta products in the pipeline that capture consumer and market trends. Melitta is quality coffee that provides a value-for-money proposition to consumers. Launch

* Aztec MAT to 21/4/13

CHANUI “Our Organic Green Tea is very popular...it is growing like a weed,” says Doug Hastie, CEO. Among Chanui’s new products launched in the last 12 months are Darjeeling 50s, Lemon Green 50s Jasmine Green 50s and Organic Green Leaf. JUNE 2013 FMCG

cstara t epg o r y check details of these new products are yet to be confirmed and will be communicated closer to the date. “The total coffee category is in growth, showing that New Zealanders are getting more and more immersed in coffee culture and including it as part of their daily routine. “I see growth coming from ‘Roast’ and ‘Ground’ as well as the ‘Flavoured coffee’ segment as consumers try to capture their café experience at home*. This is achieved by either buying flavoured coffee sachets, or purchasing quality coffee and flavouring it with a syrup such as Monin Caramel, Vanilla or Chai for an authentic café-inspired experience. * Nielsen New Zealand ScanTrack to 15/07/12

KARAJOZ Derek Townsend, managing director told FMCG: “At present we only have the Karajoz brand in NZ supermarkets. We have recently launched our Karajoz Strong Blend in the black bag, which is selling well; customers are enjoying having a grunty coffee that is still smooth. We are also launching a very high quality boutique espresso coffee but only into the café market. “This category is very, very competitive; the prices have been pushed down to ridiculous levels,” says Townsend.

Founded in 1753 by Egbert Douwe in Joure, The Netherlands, D.E is today the third largest coffee roaster in the world. D.E proudly manufactures the iconic Moccona brand. The premium coffee brand was introduced into Australia in the early 1960’s by Douwe Egberts and has become one of the most popular instant coffee brands in Australia, NZ and many other markets. Katie Stewart, category manager says: “Famous for its distinctive glass jar and its smooth rich taste, the Moccona brand, through premiumisation and innovation, remains a key driver of category and segment performance in NZ. “Moccona is currently the second largest brand in coffee, contributing 16% in value share and $2 million in growth vs last year. Present in both ‘premium instant coffee’ and ‘caféinspired’ segments, Moccona has a vast range of coffee blends to suit each consumer’s desired taste preference. “The recent launch of the Moccona flavour-infused range has been a great success, with sales completely incremental to the brand and the premium instant coffee segment. The new freeze-dried coffees with a ‘hint’ of flavour (Caramel, Hazelnut and Vanilla) provide consumers a little indulgence in an instant. The range looks to drive further category growth, through premiumisation, by targeting incremental coffee moments (more cups per day) and also by attracting new drinkers to the segment,” she says. *Aztec TKA, MAT to 05/05/2013

MOCCONA

CEREBOS GREGG’S

In mid-2012, D.E Masterblenders spun off from Sara Lee Corporation to become a 100% focused coffee and tea company.

Robert Harris, Gregg’s and Civo brands are supplied by Cerebos Gregg’s. Sean Wiggans, group brand manager – Coffee told FMCG: “Cerebos

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Gregg’s has a healthy NPD funnel coming to market in 2013 and 2014. Our plans have been carefully laid to target areas of growth in the local market and to follow trends that are emerging overseas. “Consumers are after consistent quality in their coffee – and are always looking for convenience. The Robert Harris Plunger Bags are a perfect combination of these two desires. Great tasting fresh coffee, but without any mess,” he says. By the time of printing, the new Robert Harris Fusio product will be on shelves, says Wiggans. “This is a premium freeze dried product that has been fused with finely ground fresh coffee. It literally is the closest thing to a fresh coffee in an instant format. Based on the growth of similar product in overseas markets we’re expecting big things.”

CHOCOLISTO Troy Culpitt, sales & marketing manager says: “In May this year, we launched Chocolisto, a delicious chocolate-flavoured drink made from malted barley enriched with vitamins and minerals. Chocolisto dissolves instantly in hot or cold milk. It comes in a convenient 180g resealable bag and a larger 300g plastic jar. “Consumer feedback has been very positive, with comments on the attractive packaging, competitive price and with several sampling demonstrations completed the consumers like the taste and enjoy the chocolate flavouring mix for a quick instant drink.”

FIRST WE TOOK

OUR COFFEE OF

THE YEAR AWARD

AND BLENDED IT WITH

ANOTHER 12 NEW ZEALAND

COFFEE FESTIVAL AWARDS.

WE THEN ADDED OUR 3 REGIONAL CAFÉ OF THE YEAR AWARDS, A TRACE

OF 2 METRO AWARDS, AND JUST A HINT OF THE OTHER

19 AWARDS WE’VE WON

IN THE LAST FEW YEARS. AND FINALLY, WE PUT IT IN A NICE SILVER PACK.

THE NOSE KNOWS

ROASTED, BLENDED AND PACKED FRESH IN NEW ZEALAND

cstara t epg o r y check

A saucy affair Exciting new sauces and condiments now mingle with iconic family favourites on our shelves. FMCG took a snapshot of the trends that drive this category. PASTA sauces still dominate the cooking sauce market, but shoppers are increasingly embracing international and ethnic sauces. Convenience is paramount, but consumers want restaurant quality flavour, say Melanie Taylor – marketing manager Dressings & Table Sauces and Jo Coutts – marketing manager Cooking Sauces at Heinz Wattie’s. “In table sauces, variety sauces are driving growth but tomato sauce as a Kiwi staple continues to dominate the table sauces market.” Aside from dressings, Heinz Wattie’s has the following brands in New Zealand supermarkets. Table Sauces: Wattie’s; Wattie’s Bit on the Side; Heinz; Sinsin; Lea & Perrins; and HP. Condiments: Wattie’s Bit on the Side. Cooking Sauces: Wattie’s; Wattie’s WOK Creations; Wattie’s Just Add; Heinz Seriously Good. Wattie’s Upside Down Sauce range (with seven skus) was launched in February 2013, including Wattie’s Upside Down Lite Tomato Sauce 555g and Wattie’s Upside Down Sweet Chilli Sauce 560g. HP Sauce (x 3 skus) was also launched in February 2013, including HP Original BBQ Sauce Top Down 390ml, HP Spicy BBQ Sauce Top Down 400ml and HP Classic BBQ Sauce Top Down 400ml. In cooking sauces, the range of Heinz Seriously Good Pasta Sauces & Bakes – was extended in May 2012 to include three new variants (Tomato Onion & Garlic Pasta Sauce; Tomato & Red Wine Pasta Sauce and Four Cheeses Pasta Bake). 28

FMCG JUNE 2013

“In table sauces, the new Wattie’s Sauce NPD has been performing well since launch with Wattie’s continuing to lead the total table sauces category and growing ahead of the market (Nielsen, T. Table Sauces, QTR to 21/04/13). Wattie’s Upside Down Sauce launched with a significant integrated support campaign including the ‘Flippin’ Kiwi Genius’ TV commercial, PR, radio, social media and in-store activation which has re-invigorated category interest and excitement,” says Taylor. Coutts adds: “Heinz Seriously Good Pasta Sauce is growing at +19.5% in a declining pasta sauce market, with the Heinz Seriously Good Bakes showing phenomenal growth at +52% also in a declining bakes market (Nielsen, Vol. MAT to 21/4/013). Supported by a ‘Love Me or Your Money Back’ campaign offer, in June last year, Heinz Seriously Good’s great flavour and quality ingredients gave consumers a low risk opportunity to experience the ‘seriously good’ taste for the first time – helping to ensure continued growth for the brand in year two.”

TABASCO SAUCE The Tabasco Sauce range is distributed by Stuart Alexander & Co in New Zealand.There are five flavour variants in theTabasco family: Red Pepper, Green Pepper, Habanero, Garlic, and Chipotle. The latest addition to the range is Chipotle 60ml. Michelle Singh, marketing manager says: “Tabasco Chipotle Pepper Sauce has a milder heat than the original but with a rich smoky flavour. It’s perfect for use on steaks, burgers, grilled meats, ribs and marinades to provide that extra depth of flavour. Chipotle Sauce is available in both 60ml and 150ml." She adds: “Performance has been steadily improving as we gain increased ranging and distribution in key accounts, which in turn allows greater accessibility of the Tabasco family of flavours to consumers. “Consumers are using hot sauce such as Tabasco to enhance the flavour of their favourite foods such as eggs, meat and Mexican dishes. They are also becoming more experimental and adventurous with the amount of spice and heat they put into their everyday favourites as consumer

sa u ces & condi me nts strap THE BREAKDOWN Current MAT to 21 April 2013

taste profiles continue to expand and change to embrace international flavours (in terms of heat/spice). “Tabasco sauce has been a trusted brand and global icon for over 140 years led by the #1 flavour Tabasco Original Red Pepper Sauce. Each bottle of 60ml Tabasco sauce contains at least 757 drops (depending on the strength of your shake) providing value for consumers,” says Singh.

LHF Kato has been providing New Zealanders with a range of chefinspired sauces and condiments for over 20 years, and is part of the LHF (life health food) family of brands, which includes Lisa’s, Naked Cuisine, Olive Grove, Bean Supreme and Vegie Delights. Liz O’Meara, brand manager – Kato says: “The Kato brand has shown a steady growth of 14.9% in the latest MAT driven by the ‘Meal Sauces 175g Range’ (Hollandaise, Hollandaise Lite, Béarnaise, Malabar Peppercorn), which has grown by 20.8% (exfactory sales MAT to April 2013). “Off the back of the recession and fuelled by recent TV reality cooking

programmes such as MasterChef and My Kitchen Rules the consumer trend of ‘at home entertaining’ has continued to gain strong momentum. Kato provides consumers with convenient, quality products that allow them to create restaurantquality meals at home,” she says. She adds: “Kato has spiced up the condiment section with the launch of three new relishes made from the finest ingredients, which have been designed to capture key flavour trends in high-end eateries. Beetroot with Orange Zest, Caramelised Onion with Roasted Garlic, and Tomato with Smokey Chipotle are three delicious flavour combinations that adventurous home cooks can use to create the perfect finishing touch to their meal creations.”

T. Pasta Simmer Sauce: $33.548m Value % Chg vs YA -4.2 T. Asian Simmer Sauce: $22.218m Value % Chg vs YA 1.4 T. Tomato Paste: $8.916m Value % Chg vs YA -1.8 T. Other Simmer Sauce: $6.460m Value % Chg vs YA 0.3 Total Bottled and Canned Sauces: $85.921m Value % Chg vs YA 0.1 T. Tomato Sauce: $41.220m Value % Chg vs YA -3.7 T. Speciality Sauce: $16.072m Value % Chg vs YA 5.1 T. Mustard: $8.950m Value % Chg vs YA 1.7 T. Soy Sauce: $6.722m Value % Chg vs YA 2.9 T. Fruit Sauce: $3.744m Value % Chg vs YA -2.8 T. Worcestershire Sauce: $3.314m Value % Chg vs YA -2.2 T. Mint Sauce: $2.958m Value % Chg vs YA 21.0 T. Marinades: $2.940m Value % Chg vs YA 7.2 T. Chutneys: $6.123m Value % Chg vs YA 2.7 T. Relishes: $4.264m Value % Chg vs YA -3.0 T. Pickles: $2.676m Value % Chg vs YA -4.6 T. Chow Chow: $1.303m Value % Chg vs YA 2.1 T. Piccalilli: $1.046m Value % Chg vs YA 2.9 *Nielsen New Zealand ScanTrack (Databank)

JUNE 2013 FMCG

cstara t epg o r y check

BARKER’S Barker’s of Geraldine produces both the Barker’s and Anathoth brands of chutney, pickle and relish. Danielle Esplin, marketing manager says: “Both brands are performing exceptionally well in this category, which is flat (-0.1%). Barker’s and Anathoth both hold 17% value share and are offsetting category decline by growing +6% and +4% respectively. “Barker’s of Geraldine growth has been driven by exceptional Christmas sales when sales peak at 24% share. The wide range of appealing and unique flavours is a success factor in our on-going growth. Recent additions like Spiced Eggplant Chutney and New Zealand Beetroot relish have resonated with our loyal customers”, says Esplin. Anathoth will be launching refreshed packaging later in the year. “Our new and innovative plastic pottle will feature a twist top lid, which overcomes our customers’ major frustration”, says Esplin. “Alongside this packaging refresh, we are excited to also launch a couple of new flavours to the category, which consumers will absolutely love. These new flavours follow Anathoth’s reason for being; country recipes using simple ingredients made by New

FMCG JUNE 2013

Zealanders with passion for this 26-year-old heritage brand.” * Source:Aztec, MAT to 28 April 2013

And what are the consumer trends in this category, in her experience? “This traditionally tends to be a seasonal category that peaks at Christmas time and in summer, when New Zealand consumers are celebrating, entertaining and relaxing in the holiday season,” says Charles. “Maille’s tagline is: ‘Add a little Maille to turn the ordinary into extraordinary’ and the brand stands for high quality ingredients giving fabulous taste,” explains Charles.

MAILLE The Maille product range is available in most NZ supermarkets with a premium range of mustards (Dijon Original Jar, Wholegrain Jar, Dijonnaise, Dijon Squeeze, Wholegrain squeeze), Maille Sauces (Hollandaise, Aioli, Tartare, Béarnaise), and three French wine vinegars. Maille Horseradish was launched in February 2013. Aleisha Charles, marketing assistant DKSH NZ explains: “It is a unique combination of horseradish and Dijon mustard, which gives it a medium hotness with a distinct taste, perfect for any winter meats.” Maille is a world renowned producer of premium quality French mustards, sauces and vinegars. With over 260 years of expertise, “it is no wonder Maille is New Zealand’s number two mustard brand and is growing at 25.8% (Aztec TKA $ Share and growth MAT to 28/04/2013),” says Charles. “Maille’s Dijon and Maille Wholegrain jars are the top performers – ranked No. 3 and No. 7 in the top ten mustard products (Aztec TKA $ sales MAT to 28/04/2013),” she adds.

FRESHFIELDS Based in Hastings, FreshFields is Enzafoods’ primary brand in New Zealand supermarkets in terms of fruit-based sauces. The quality and convenience of FreshFields Apple Sauce was acknowledged with a NZ Food award; the judges praised the apple sauce pouch for its “smart portion sized packs” and said: “This product is a winner in terms of its opportunities for use.” Robin Percy, Enzafoods’ retail brand manager says: “FreshFields Apple Sauce 4 x 120g sachet packs has enjoyed good growth since the launch three years ago. Consumers are attracted by the convenience and versatility of the single-serve pouch along with the high quality, local fruit content sourced from Hawke’s Bay and Nelson. Best of all, it’s additive and sugar free. This is the only apple sauce of its kind on the shelves. “The size of the 120g packaging lends itself ideally to sampling campaigns and consumers reap the benefits of free trials in meat packs. FreshFields has a key by-line ‘Capturing Nature’s Goodness’, taking pride in producing only the best quality fruit in innovative packaging that captures the goodness for the consumer,” says Percy. Among the latest product launches is Fast & Fruity, now arriving in stores. FreshFields is looking to launch further lines at end of the year, says Percy.

CAJUN FOOD PRODUCTS After living in New Zealand for more than 40 years, Ralph Jaeger, managing director Cajun Food Products, started a new business. He imports Cajun food directly from his home town of New Orleans in the US and his range is now stocked at about 70 supermarkets nationwide. Over the past 12 months, Cajun Food Products has grown successively with a range of products. Within the next year Cajun Food Products is hoping to introduce its Hot Spicy Fish Fry and Beer batter Fish Fry to the NZ market, which he believes will sell well here. Consumer trends within New Zealand thus far have been promising within the Fish Fry category. “Where fish consumption is high (in varying parts of the country), these products are selling very well,” says Jaeger. Other leading brands for Cajun Food Products are: Chicken Fry, Cajun Seasoning, Jambalaya, Dirty Rice, Louisiana Hot Sauce, Hot Wing Sauce, Gumbo and Lemon Fish Fry.

is the equivalent of about four standard cloves. A cube can be cut if a smaller quantity is required and used straight from the freezer to the wok or pan. Also new to the freezer is a similar Cofresh 400g pack of 100% crushed Ginger. “With the exorbitant price of garlic and the speed with which ginger goes mouldy and shrivelled in the vegetable rack, I think these two products are going to be very popular with consumers,” says Paula Carruthers of Foodtrenz. “They will be at the very reasonable price of $3.25, down to $2.99 on promotion, for a pretty sizeable bag. A very convenient way to assist with the making of speedy sauces and dressings, without getting smelly fingers!” The new products will be available at Foodstuffs’ DC Auckland from the second week of June, says Carruthers.

Maille, the world renowned producer of premium quality French mustards, sauces and vinaigrettes is available right here in New Zealand

No.2 Mustard Brand*

Get your share of sales now! Contact your DKSH New Zealand Limited representative today! Or call 0508 356 5323 *Aztec TKA $ Share MAT to 31/03/2013.

NEW GARLIC AND GINGER PRODUCTS New from Cofresh in the supermarket freezer is a wonderful time-saver for home chefs. The 400g pack of 100% crushed Garlic with no additives, no salt and no preservatives, contains just 20 cubes of pure garlic, where each cube

Turn the ordinary into extraordinary

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

cstara t epg o r y check

Best tressed New hair care products offer nourishment and a range of styling options. To find out what’s trending, FMCG talked to some of the key suppliers in New Zealand.

MEN’S hairstyling has evolved rapidly over the last 12 months. The ‘Justin Bieber fringe’ is long gone and 2013 has made way for a modern twist on the Rockabilly retro look from the 1950’s. Sides are short or slicked, while the top is longer, texturised and worn off the face with height.

A natural matte look suits the Rockabilly look and requires styling product that is not too heavy and easy to wash out to prevent build-up. The guys at Dominate have been watching hairstyling trends with great interest and have had the laboratory working over-time to create new products that deliver on-

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FMCG JUNE 2013

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trend and offer great value to the consumer. Dominate is set to release two new products over the next few months as part of a packaging refresh and the introduction of the Dominate Salon Series. “The Salon Series takes the best of Dominate performance and adds ‘Hero ingredients’ normally found in much more expensive Salon-only brands,” explains Anthony Gadsdon, managing director. He says: “Dominate Hard Set Resin is a medium-shine crème that delivers superior all day hold with added pheromones for enhanced attraction. Pheromones are naturally occurring and are scientifically proven to boost a guy’s chances of attracting a mate. Dominate Hard Set Resin is a truly unique innovation in the category and is sure to deliver category growth.” The next exciting new product is Dominate Matte Waxx, a texturising

paste with a super-dry look. Gadsdon explains: “Matte Waxx contains super keratin and organic clay to strengthen and protect the hair follicle. Dominate Matte Waxx also bulks up fine or thinning hair; a growing concern for men of all age.” The Dominate brand is getting a huge above-the-line push this year with extensive sampling, radio promotions, magazine advertising and innovative social media promotions.

SCHWARZKOPF Priscilla Khor, brand manager Schwarzkopf Retail says: “New products are drivers for growth in this market, new packaging, new technology and new product formats to satisfy consumers' wants and desires. In New Zealand, Schwarzkopf has the following brands in the different segments of hair care. Shampoo & Conditioner: Extra Care Treatment: Extra Care - No 1 treatment brand in the NZ grocery market* (leave-in conditioner, SOS treatment, hair masks). Styling: Extra Care - (hairspray, mousse, gel) and Taft Full-on (gel and wax, hairspray, mousse). Extra care is the No1 hair styling brand in the NZ grocery market*.

THE BREAKDOWN Current MAT to 21 April 2013 Total Hair Care: $133.746m Value % Chg vs YA 0.1 T. Shampoo: $50.670m Value % Chg vs YA 0.6 T. Conditioning Aids: $37.852m Value % Chg vs YA 3.2 T. Hair Colourants: $25.699m Value % Chg vs YA -2.3 T. Hair Styling Aids: $9.264m Value % Chg vs YA -9.3 T. Hairspray: $7.028m Value % Chg vs YA 7.8 T. Hair Treatments: $2.976m Value % Chg vs YA 1.0 T. Hair Creams: $0.256m Value % Chg vs YA -53.0 *Nielsen New Zealand ScanTrack (Databank)

Colourants: Brilliance, Palette, Essential Colour, Perfect Mousse (foam colorant), Coloriste (10-minute segment), Nordic (Blonding), and Men Perfect.” She adds:“The most recent launches from us in 2013 are: Ultimate Colour – the first multiusage foam colour in NZ grocery

JUNE 2013 FMCG

cstara t epg o r y check - no pre-mixing required and 0% ammonia. Extra Care, the latest launch inspired by the oil trend - Ultimate Oil Elixir Care range of products to reinforce hair structure and reduce hair breakage. Extra Care Styling Volume Powder - an instant and perfect volume boost that holds in every situation.” There will be new launches in all three segments (colour, care and styling), reveals Khor. She says: “Consumer trends in this category include ‘Nature & Nutrients’ with an increasing trend towards nourishment across all categories. Textures and ingredients are more suggestive and natural. Botanical and essential oils bring rich textual effects. Performance and protection is another trend: Even deeper nutrition for hair care, high performance formulas, precious ingredients and protection from external influences. “Convenience is still important - ‘quick & easy’ solutions without compromising on the result and an all-in-one formula that solves a number of problems.” * Aztec grocery market data, MAT 05/05/2013.

UNILEVER “Leading hair care manufacturer Unilever is continuing to innovate and drive growth within the category,” says Thuy Nguyen, category specialist

hair care.The large portfolio of brands such as Tresemmé, Sunsilk, Dove,VO5, Simple and Clear, allows the company to cater for the forever evolving needs of consumers in the market. Nguyen says: “The latest year has seen a massive turnaround for the $94.4M category after three years of decline. ‘Wash & Care’ is growing at 2.6% and styling is improving from -6.4% to -3.5%. Whilst promotional reliance remains high, category growth can be attributed to the ‘Scalp Care’ and ‘Super Premium’ segments; both drive a high price per litre premium through added consumer benefits. “Retailer support for driving beauty back into hair care through premium segments has been strong, particularly with the launch of Clear Scalp and Hair Beauty Therapy. The exciting new range is infused with a scientific break-through technology, Nutrium10. Clear offers a rich blend of vitamins and nutrients that ensures a deeply nourished scalp, creating the right foundation for strong, beautiful hair from root to tip and is supported by supermodel brand ambassador Miranda Kerr. The launch kicked off with trial minis in the market and the launch has driven incremental sales for the scalp care segment (as seen in the Aztec Market Overview 17/03/13). “A small but mighty growth engine for hair care has been male hair care, now worth $1.6M ($1.4M YA), with two new male-specific ranges for the New Zealand market – Clear for men and Dove Men+Care. Clear Men provides dandruff protection through superior scalp care and Dove Men+Care is boosted with caffeine to help strengthen hair,” says Nguyen. Source: Aztec MAT 14/04/13.

FMCG JUNE 2013

VOSENE McPhersons Consumer Products are key suppliers into the grocery channel, distributing brands such as Lady Jayne, Swisspers, Wiltshire and Home Living. Recently they have taken on the distribution of a UK heritage brand: Vosene, a range of anti-dandruff and treatment shampoos, which are available now to the grocery channel. For over 60 years Vosene has been improving the scalp conditions of the Brits. Being the largest immigrant group into New Zealand (around 12%), many former UK residents remember Vosene from their childhood. Fiona Rush, sales & marketing manager Personal Care says: “I had a customer call us directly to see where he could buy this saying, “I have been in NZ for nearly four years and Vosene is the only thing I have really missed. I know it seems silly but it reminds me of my childhood”.” Vosene is competitively priced at $6.99 for 250ml bottles. “The brightly coloured bottles also add a colour story into a fairly sterile category of blue, white, green and black,” comments Rush. The ‘Original Green’ bottle treats dandruff containing the key ingredient salicylic acid, while the other colourful variants are preventative and are intended for everyday use. Rush says: “They smell great and leave your hair feeling beautiful with that added assurance of keeping your scalp free of little white flakes.” In the range there are also two treatment shampoos and a conditioner available. The activating shampoo, which contains arginine, is especially developed for people with thinning hair and adds natural body. The Silver Care shampoo

cstara t epg o r y check and conditioner contains a violet colour pigment to help neutralise unwanted brassy and yellow tones. Rush says: “We have done some trials in individual stores to get customer feedback and sales data. Aztec data (24.2.13) gave us the following rate of sale over three weeks for four of the trialled products: Original - 2.9 units/store/ week; Frequent - 4.1 units/store/ week; Citrus - 3.9 units/store/week; 2 n 1 - 7.3 units/store/week. “The 2 n 1 shampoo/conditioner came out as the ‘number 2’ product across the whole medicated category for the time period for units per store per week – a result we hope will be encouraging for our customers considering ranging these products.”

ECOSTORE In October 2011, ecostore hair care was relaunched with new formulations with the following variants: Normal, Dry Damaged & Coloured, Anti-dandruff and Gentle. Allie Downes, product manager – Australasia says: “Achieving strong growth to become New Zealand’s second largest eco brand, ecostore hair care is worth $315K per QTR (Aztec, TKA to 28.04.13).” In May, ecostore launched Fragrance Free Shampoo and Fragrance Free Conditioner (both 220ml). ecostore’s new Fragrance Free range contains a gentle but effective formulation, without the fragrance. Downes explains:“A small

percentage of people are allergic to fragrance, even natural essential oils used in ecostore products. Hair care is particularly important as hot water opens the scalp’s pores, increasing contact with the irritant. This can lead to skin conditions such as eczema and dermatitis.”

L’ORÉAL “Shampoos and conditioners in New Zealand is a category that has not seen significant volume growth over the last few years, suggesting a saturated household penetration,” says Marcus Thieme, group brand & category manager Hair Care. Trading consumers up to higher quality premium brands is the key challenge as a driver for growth. He says: “L’Oréal remains a key driver of the market (L’Oréal: +17.2 dollar growth, vs. +1.9% dollar growth of the hair care market*) with all our three brands in growth. “L’Oréal’s strong portfolio of brands facilitates trading up of New Zealand consumers and is fuelling that market value growth. Starting from the medium price range, Garnier Fructis offers a natural haircare proposition and is in strong growth (+7.6%*). L’Oréal Paris Elvive is a premium hair care brand offering tailor-made technologies for every hair need and the L’Oréal growth engine at +18.7%*. At the top end of the mass market L’Oréal offers Hair Expertise, a range with a sulphate-free formula that launched in 2011.”

WIN WITH L’ORÉAL PARIS! FMCG has a L’Oréal Paris Arginine Resist prize pack to give away. To go in the draw, simply email your postal details to: editor@fmcg.co.nz (with L’Oréal Paris Arginine Resist in the subject line). Entries close June 30, 2013. L’Oréal Paris Arginine Resist is the newest addition to the renowned Elvive range, available from selected pharmacies, department stores and supermarkets. The pack includes: Shampoo & Conditioner (RRP$6.59 each), Conditioning Spray (RRP$8.19) & Instant Miracle Treatment (RRP$11.19).

FMCG JUNE 2013

Hair treatments remain an opportunity for further growth adding products to the regime of consumers. The launch of hair oils in 2012 saw further growth for the category (+18.0%*), says Thieme. “Elvive’s Extraordinary Oil has become a top seller in the market, contributing to the brand’s expertise as a premium quality haircare range. L’Oréal also holds three further products in the Top 10 of treatments with the #1 sku Fructis Sleek & Shine Serum and #2 Elvive Smooth Intense Serum*.” L’Oréal is currently launching new ranges for Elvive and Garnier Fructis. Thieme explains: “New Elvive Arginine Resist X3 is designed for consumers with fragile, thinning hair. Its unique formula enriched with the amino-acid arginine strengthens the hair from the root up and reduces hairfall by up to 64%**. Garnier Fructis adds a new range called ‘Goodbye Damage’ to its offering, targeting consumers with extremely damaged hair. The hair damage of one year can be reversed in just one week***.” *Aztec Value dollar sales, Total Key accounts (Grocery), MAT to 21/04/2013 ** Hair fall due to breakage. Instrumental test after application of the shampoo + conditioner + spray vs a classic shampoo *** Instrumental tests: shampoo + conditioner + serum – 3 applications per week. Softness and hair fibre surface evaluation.

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August

September

October

November

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January

February

March

wh at ’s hot GLUTEN FREE COCKTAIL SAUSAGES Hellers continue their growth of new categories with the launch of three flavours of gluten free Cocktail Sausages; Skinless, Cheese and Original. These new Cocktails with their fun & quirky packaging will target and stimulate the children’s market and meet consumer demand for new varieties. Hellers has plans to bring the new, fun pack designs to life with a TV and online advertising campaign.

3 x 500g Gluten Free Cocktail Range (Skinless, Cheesy and Original)

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

CLEAR MEN: BE THE PERFECT MAN

CHUPA CHUPS IS BRINGING YOU ‘We are extremely excited to announce that Chupa Chups are the One Direction Australia and New Zealand Tour Associate Partner for 2013!! One Direction are one of the biggest bands in the world and create a social media frenzy with over 15 million facebook fans! To maximise your Chupa Chups sales, we are running a national on pack promotion from 3/6/13 to 25/8/13, giving away daily One Direction prize packs, an A-reserve double pass to one of the concerts AND a One Direction VIP Sound Check Experience for 1 lucky consumer and their 3 BFFs! With Chupa Chups in your stores there’s only One Direction for your sales....UP!’

NEW ENTRANT IN THE MILK ADDITIVE MARKET

Unilever has launched new Male Hair care products, designed specifically to suit Men’s needs. New Clear Men Anti-Dandruff is available in 200ml, 350ml and in several variants with Complete Care 2in1 the most popular choice. The Clear Men Marketing Campaign kicked off in March and is clearly impacting males around the country as the brand has grown 42% since the TVC kicked off*. For more information and to place your orders, please contact your local Unilever Rep. *Aztec Temple, TKA from 03/03/2013 to 14/04/2013 vs previous 7 week period

FMCG JUNE 2013

William Aitken & Co has recently launched Chocolisto, a delicious instant chocolate drink made from malted barley enriched with vitamins and iron. Chocolisto can be served hot or cold (dissolves in cold milk), and has a delicious cocoa flavour that ensures consumers come back for more. Chocolisto comes in a convenient 180g resealable bag and a larger 300g plastic jar.

what’s hot CAJUN FOOD PRODUCTS Bringing the flavours of Louisiana to Aotearoa – introducing Cajun Food Products.

MUSHROOMS Long-recognized as a food low in fat, salt and sodium, Mushrooms are a good source of biotin, niacin, pantothenic acid, riboflavin, selenium, copper and phosphorous.

Introducing authentic Cajun cuisine straight from Baton Rouge, Ralph Jaeger of Cajun Food Products brings kiwis the true taste of Louisiana.

Mushrooms assist the body to utilise the energy it gets from food, help support a healthy immune system, protect the body from free radical damage, and contribute to reducing fatigue.

Oﬀering taste sensations the whole family will love, this fast and convenient range of authentic Louisiana flavours includes:

There’s also good news for parents: Several of the nutrients in mushrooms are important for growth and development in children.

Louisiana Seasoned Chicken Fry Jambalaya Mix Cajun Seasoning Cajun food products can be bought from selected speciality food stores, New Worlds and PAK’nSAVEs nationwide. For further stockist information, please visit: www.cajunfoodproducts.co.nz

Used in soups, pastas, on pizzas, in salads, casseroles, stir fries, and kebabs, mushrooms are one of the few foods embraced by both meat-lovers and vegetarians. Pre-packaged Meadow Mushrooms are available in bags, trays or punnets all designed to extend the shelf life. For further information: nz www.meadowmushrooms.co.nz

ABSOLUTE MUST HAVE AVE Crombie & Price are proud to launch the latest LUCAS PAPAW product – the lip applicator. This pocket sized 15g tube has a slanted tip perfect for applying directly to chapped lips! Lucas’ Papaw Ointment is a favourite must-have product for every retailer & consumer. Every day, thousands of users of Lucas’ Papaw Ointment enjoy the benefits of its ability to relieve and cleanse. With so many uses and applications, it is always great to have a magic tube or pot of Lucas’ Papaw Ointment located in a variety of locations within store.

Must-have product!

Beauty = 15g Lip Applicator + 25g convenient Red Tube First Aid = 75g Pot Baby = 200g Pot To place your order for the NEW Lucas’ Lip Applicator phone TODAY 0800 11 83 11 or info@crombie-price.co.nz Be part of the Lucas’ Papaw Lip Applicator new product launch Contact Crombie & Price today! JUNE 2013 FMCG

wh at ’s hot DOMINATE HARD SET RESIN

NEW from DOMINATE Hard Set Resin is a mediumshine creme that delivers superior all day hold with added Pheromones for enhanced attraction! Pheromones are naturally occurring and are scientifically proven to boost a guy’s chances of attracting a mate. DOMINATE Hard Set Resin is a truly unique innovation in the category and is sure to deliver category growth .

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NO MORE SMELLY FINGERS! Attract customers to the freezer with this ‘Must-Have’ time-saver. NEW Cofresh frozen Garlic - 100% crushed garlic, with NO additives. Each free-flow cube equivalent to 4 average cloves. Use part or whole cube without defrosting. Using a cube speeds up a tasty stir-fry or sauce. Just the same with the 100% crushed Ginger - No more mouldy, shrivelled ginger root wasting away in the vegetable rack! 20 cubes in each COFRESH pack of 400g. GREAT VALUE at $2.99 - $3.29 a pack Available from Foodstuﬀs Auckland DC (codes: 532-625 and 532-605) Call Foodtrenz Sales on 09 413 5027 or paula@foodtrenz.co.nz

FMCG JUNE 2013

Vegetable Mornay

A new product for those that love vegetables - a Vegetable Mornay Pie. Filled with Leeks, Mushrooms,Roasted Capsicum,Onions, Spinach all in a creamy sauce encased in flaky pastry and topped oﬀ with roasted Pumpkin Seeds. This delicious pie is available now in all good stores stocking Pats Pantry pies

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FMCG is New Zealand’s leading magazine for the supermarket industry and related sectors. It spans retailing, food and beverage manufacturing, logistics, supply chain and associated technologies. FMCG provides lively and authoritative coverage of industry news, commentary, category reviews and special reports.

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gro cer y bus ine ss ‘CLICK, FLY AND COLLECT’ SHOPPING IN OZ Australia’s ﬁrst airport grocery collection service opened at Melbourne Airport in May, giving busy travellers a convenient way to ﬁll up the fridge after a trip away. Head of Online Business Development for Woolworths Supermarkets, Kate Langford said the service is a new way to make its customers’ lives that little bit easier. “We know that going to the supermarket after a family holiday, business trip or long day of travel can be a chore for many customers,” she said. “This innovation in supermarket shopping allows customers to collect their pre-ordered groceries for free after they step off the plane so they can spend less time in the supermarket and more time doing the things they want or need to do.” Melbourne customers can simply order their groceries online or via the Woolworths App and choose to collect them at Melbourne Airport. The Click & Collect service has been set up in Melbourne Airport’s terminal forecourt, allowing customers to collect their groceries after they step off the plane. Langford said Woolworths customers are increasingly embracing online and mobile platforms as a convenient and hassle-free way to shop. ●

ONECARD MARKS A MILESTONE It was a New Zealander who ﬁrst split the atom, and another who showed the world that Everest could be conquered. But when it comes to what we put in our grocery trolleys, it seems Kiwis prefer familiarity to adventure. Data released by Countdown to mark the tenth birthday of its popular customer loyalty programme, Onecard, conﬁrms that for the most part, modern New Zealand grocery shoppers like to stick to the tried and true almost as much as our mums and dads did. Among the revelations were Countdown managing director that we prefer white toast Dave Chambers. to brown, milk chocolate to more exotic varieties, and our favourite ice cream is still good old fashioned vanilla. Countdown managing director Dave Chambers says that New Zealanders may be traditional in their tastes, but they’re smart when it comes to value. “Onecard has 1.8 million active users across the country and since it was launched in 2003, our loyal customers have saved more than $500 million on their shopping and enjoyed over $145 million in rewards.” ●

FMCG JUNE 2013

ONECARD SHOPPING P PING H HTS SURVEY HIGHLIGHTS Best selling supermarket item: e em: Bananas

Best selling flavours r rs and varieties Jam: Raspberry Pasta shape: Penne Yoghurt flavour: Strawberryy Canned soup: Pumpkin Packet soup: Onion (dip, anyone?) nyone?) Canned fruit: Peaches Canned vegetables: Diced tomatoes, followed by beetroot Chip flavour: Ready salted

Head to head – which do we prefer? Muesli or rolled oats? Rolled oats Baked beans or spaghetti? Spaghetti Butter or margarine? Butter Crunchy or smooth peanut butter? Crunchy

g rocer y bu sin ess WHAT ‘GREEN’ CAN SAY ABOUT YOUR BRAND When Colmar Brunton quizzes New Zealand consumers with its annual sustainability surveys most people struggle to name stand-out brands in categories such as food and beverage, and food retailing. People name brands like Toyota for cars, Meridian for energy, Air New Zealand for airlines and ecostore for household and personal products. But in the food and beverage, and food retailer categories – where about two-thirds of people say sustainability would inﬂuence their purchasing decisions – there are currently no market leaders. “In the UK, retailers like Tesco, Sainsbury’s and Marks & Spencer are battling it out to own customer mind-space around sustainability,” says Kristin Flanagan, membership manager at Enviro-Mark, New Zealand’s leading environmental management programme. “Colmar Brunton’s research shows that New Zealand consumers care about the environment just as much as their UK counterparts do. And that concern is growing. Research shows increasing interest in recycling, energy efﬁciency and use of eco-friendly products, for example. That will only continue as awareness of environmental issues heightens.” What many environmentally-focused organisations know, according to Flanagan, is that a sustainability focus says more about your company than just a strong ethical and social responsibility. “The majority of New Zealanders polled think that ‘greener’ companies are also more progressive and innovative, so sustainability can convey a much bigger story about your brand.” According to Colmar Brunton’s 2012 ‘Better Business Report’, 88% of New Zealanders are looking to make sustainable purchasing choices and 36% are prepared to pay a premium for those products; well above the global average of 22%. Flanagan says: “88% of people say they want information about sustainability to make more informed decisions but only 15% feel well informed. “The catch is that you have to be authentic and transparent as 95% of shoppers say they get annoyed by ‘greenwash’ – businesses claiming to be greener than they really are.”

Kristin Flanagan, membership manager, Enviro-Mark.

. . . 88% of New Zealanders are looking to make sustainable purchasing choices and 36% are prepared to pay a premium for those products. So why are so few New Zealand brands genuinely ‘doing the right thing’? “I think many organisations perceive it as too difﬁcult,” says Flanagan. “They think they need to be environmental management experts and forget that they can tap into programmes like Enviro-Mark for support. And they’re not aware of beneﬁts such as reduced operating costs and the customer perception of market leadership. “Customers don’t expect perfection from day one. They will quickly become loyal to brands that they see as making an effort. If you communicate openly and honestly, you can take customers along on your environmental management journey and make it easier for them to buy from you.” ●

PREPARATIONS FOR DRINKTEC UNDERWAY Water treatment and water management will be among the key themes at drinktec 2013, which will be held in Munich, Germany, September 16-20. This year, drinktec is expected to attract around 1500 exhibitors from over 70 countries and approximately 60,000 visitors from more than 170 countries. Increasingly the subject of water recycling is coming under scrutiny. All the major international brewing and soft drinks groups have long since formulated ambitious goals for reducing their 'water footprint', none of which would be achievable without in-company water recycling.

What technological developments are the machine manufacturers offering? The place to ﬁnd out just that and to review all the solutions is at drinktec 2013, the world’s leading trade fair for the beverage and liquid food industry. The representative in New Zealand of Messe München, the organiser of drinktec, is Messe Reps. & Travel. They can assist with all information on drinktec and advice on travel and accommodation planning. Call Robert Laing (09) 3031000, email robert@messereps.co.nz, or visit drinktec.com for more information. ● JUNE 2013 FMCG

Store security Industry experts explain the latest technology in the retail security sector. HOW is the current trend toward self-service checkouts challenging retailers from a security perspective? Is it easier to steal? Mark Gentle, vice president – Shrink Management Solutions & Merchandise Visibility Asia Pacific, Checkpoint Systems says: “For the majority of consumers, self-service checkouts enable them to fast track the payment process and reduce waiting time. Although, like any change in the retail environment, it opens up opportunities for people to not do the right thing. However, new technologies have been implemented in stores designed to prevent theft. For example, when someone attempts to exit the store without paying for a trolley or basket full of goods, there is a technology available from Checkpoint Systems

FMCG JUNE 2013

that will set off an alarm, stop the trolley, and initiate the CCTV to capture the visual. It can also be modified to trigger a silent alarm to alert store management, and staff can then retrieve the goods through a customer service approach. “Every retailer is different. There is no one size fit all solution, and that’s why at Checkpoint Systems, we work with individual retailers to understand their requirements and assess their risks before developing a solution to suit that particular retailer.” Gentle says: “In the past year, Checkpoint Systems have seen a strong growth in the number of multinational retailers joining our source tagging programme where products are protected with a radio frequency security label at the point of manufacture. Installations

of ‘Merchandise Visibility solutions’ from Checkpoint Systems are also rapidly accelerating.There have been many changes and developments in the radio frequency identification (RFID) space over the last few years. The business benefits in Checkpoint’s Merchandise Visibility systems are becoming more and more readily apparent across a variety of vertical markets and the VDC Research Group recently have predicted that

global revenues for RFID solutions will reach a compound annual growth rate of more than 20% from 2010. Through Source Tagging, Checkpoint customers have seen significant increases in staff efficiency due to reduced in-store labour for tagging. As merchandise arrives at store already protected,

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it can be moved onto the selling floor immediately without delay. In addition, through uniform tagging at the point of manufacture, Checkpoint customers can be confident that merchandise are correctly tagged with the right label on the defined location of the packaging. This in turn increases compliance and system effectiveness.

THE FUTURE OF VIDEO SECURITY The market for video security systems continues to grow unabated, says Dr Magnus Ekerot, chief sales officer of Mobotix. Market analysts predict that the global market will grow by an average of 19% per year and reach a volume of over 25 billion dollars by 2016. At the same time, 2013 is set to be an exciting year in terms of overall growth in this sector. “This is expected to be the year in which sales in digital technology overtake those in analog technology. Digital technology has a clear advantage in terms of quality and added value,” says Ekerot. “This year will see a lot of changes in technology that will greatly benefit users. In addition to continuous improvements in image quality, new features such as integrated video analysis offer new possibilities and added value. These functions provide important information for optimizing processes and for marketing purposes.

Dr Magnus Ekerot

“Sooner or later, users will begin to think more in terms of systems and even platforms rather than individual products. For manufacturers, this means offering customers a technical solution that is easily scalable and can be customized to specific requirements. The solution must also be future proof; in other words, new functions can be added to "old models" using updates. This requires a certain degree of product intelligence,” he says. Two other factors will become more important in the future: Costeffectiveness and environmental sustainability. As a result, return on investment is becoming an increasingly important factor when assessing new security solutions. Says Ekerot: “Businesses have to take a long-term, holistic approach and focus on the initial investment as well as the total management costs and the added value they gain by improving quality. Thanks to digital technology combined with other innovative approaches

such as a decentralized concept and hemispheric camera technology, companies can already tap into the cost advantages offered by network cameras. Compared to analog or standard IP solutions, these solutions can even save money in the longterm, ensuring a rapid return on investment.” He adds: “As the world transitions to more sustainable energy sources, more than ever before, it is up to manufacturers to deliver "green" security systems. Manufacturers of security systems must focus on issues such as reducing operating costs, improving energy efficiency

or replacing cable systems with network technology. It is clear that the industry is facing major challenges. However, this should serve as an incentive rather than a barrier. As the market continues to grow, the opportunities are enormous.”

TRACKING CUSTOMER MOVEMENTS Matthew Binns more than halved the number of security cameras at the Robin Hood and Glynn pubs in South Australia by installing 18 Mobotix cameras, which provide greater coverage with 360 degree viewing angles. The move was designed to make the premises more secure, triggering alarms if people were "casing the joint", but new software allows the company to use the cameras to track customer movements in order to boost sales. Binns has already maximised sales potential using data from the camera software to redesign the bottle shop layout and relocate particular products. Store owners can track the numbers and movements of customers, and a heat map displays the most popular parts of the store. "It gives us a traditional security camera aspect but it gives us more," Binns said. "The heat maps show the ant trail [of customer movements] that happens throughout your venue, which means we can put a greater emphasis on retail displays for gross profit." Mobotix started its life building rugged cameras but quickly expanded into the high-end security market where its 3 megapixel cameras produce an image quality that claims to be 30 times better than competitors, according to managing director Asia Pacific Graham Wheeler. The company just released the Mobotix Analytics software to extract sales information from the network-enabled cameras, so store owners can use the security footage and the data to boost sales. JUNE 2013 FMCG

Healthy nutrition for kids The experts at Hudson Gavin Martin explain the Children’s Code for Advertising Food and the impact for businesses and retailers.

Code, whether these are contained in children’s media or not. There are two key starting points to note here. First, the age of a child is defined as under 14 (rather than the conventional 18) years. Second, this Code may apply even if an advertisement is not overtly directed at children. Therefore advertisers must be aware of any themes, languages and images contained in their advertisements which may appeal to children.

THE PRINCIPLES

AS responsible corporate citizens, should retailers, especially those in the business of fast moving consumer goods, be tasked with encouraging children to eat a healthy diet? Advertising can play a large role in a person’s and especially a child’s, attitude regarding consumer choice. Examples of businesses acknowledging this voluntarily can be seen in McDonald’s increasing its range of healthy alternatives (apple crisps instead of chips?) and Cadbury including its “treat wise” information on all products. The perception that businesses should aid in the fight against obesity, diabetes and general 46

FMCG JUNE 2013

health is increasing in New Zealand. Packaging and advertising is seen as part and parcel of addressing the problem. This article discusses some of the “should” and “should nots” of advertising in relation to this issue.

THE CHILDREN’S CODE FOR ADVERTISING FOOD The Advertising Standards Authority (ASA) has developed the Children’s Code for Advertising Food, specifically designed to deal with this issue. All advertisements for food and beverages which influence children must adhere to the principles and guidelines in this ASA

Advertisements should not mislead or deceive children, abuse their trust or exploit their lack of knowledge, or without reason play on fear. This principle takes into account the level of knowledge, sophistication and maturity of children. Every parent is aware of the struggle to encourage children to eat healthily. It is probably not common for Brussels sprouts and carrots to feature at the top of a child’s “yummy foods” list. Therefore, advertisements should avoid depicting a child showing disdain for foods which are considered by the Ministry of Health as making up a healthy lifestyle, or a preference for “treat food”. “Treat food” has a set definition in the Code; meaning food high in fat, salt or sugar intended for occasional consumption. By way of example, the Advertising Standards Complaints Board (ASCB) upheld a complaint regarding an advertisement which showed a child rejecting asparagus, broccoli and whole grain toast and only accepting a bowl of ice cream. This was considered to cast a negative light on healthy foods,

featu re implying they tasted bad. All advertisements should be prepared with and observe a high standard of social responsibility to consumers and to society. If an advertisement encourages children to consume food, especially treat food, in excess or in substitution for main meals, contains health or nutritional claims which are misleading or deceiving, or undermines the role of parents in educating children to be healthy individuals, it may be a breach of this general principle. The ASCB also upheld a complaint regarding a “Rugby Superstars” promotion where consumers had to buy packs of chips to collect up to 50 rugby superstar collector cards. The promotion was considered to encourage excessive consumption. Importantly, the promotion was only three weeks long and should not stand to discourage retailers from running similar promotions. However, duration of entry, the quantity of the product that must be consumed and the appeal of product to children must all be considered. Another complaint featured website advertisements for an energy drink featuring the claim: “If you want no limits, no laws, drink a Demon!”. The content on the website also appeared to be aimed at children as it contained profiles of athletes under the age of 14 sponsored by Demon Drinks, images of children in humorous situations,

and the reference “unlike your dad, we won't tell you to ask your mum”. The ASCB agreed that the advertisement could encourage the purchase and consumption of the product inappropriately. In addition, where there are age restrictions for the purchase of a type of product, the packaging should be considered with caution. For example it is not advisable to utilise imagery that would appeal to a child (such as fluffy hearts and baby animals) on alcoholic beverages or cigarette cases. Further, the extent to which an advertisement or packaging is circulated should be considered. For example in the Demon Energy example above, the website was stated to be “restricted 16” and “parental guidance”. However, this did not act to deter children and the website was easily accessible.

ATHLETES AND STARS Advertisements should not use persons or characters well-known to children to promote food in a way which undermines a healthy diet. Athletes often promote products – New Zealand Beef + Lamb sponsors Olympians and uses their reputations to encourage the healthy consumption

of their products. However, due to the influential status and the admiration often given to well-known persons, these people should only be used to present factual statements about nutrition and health and not to endorse treat foods. In the above “Rugby Superstars” promotion (which was for a treat food), it was also held that the use of the celebrity status of rugby players undermined a healthy diet. Despite these Principles, the ASA is based on self-regulation and therefore, the suggestions above are “optional”. However, the reputation and financial costs of not obliging may be significant, therefore they are considered requirements.

FOR THE FUTURE It is important for retailers to be aware of the messages sent to children and the ability for television, radio and other visual advertisements to influence and shape a child’s perception of health and nutrition. Because of this, coupled with the availability and attraction of junk food, advertisers should be careful to keep advertisements in line with current attitudes towards food and healthy lifestyles.

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

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JUNE 2013 FMCG

Katherine Rich, CEO NZ FGC.

Hold on

The new reality is starting to bite. Katherine Rich sums up the highlights of the FGC’s AGM. THE Food and Grocery Council’s annual general meeting in Auckland last month was attended by more than 300 grocery supply leaders – a record for the FGC. Cameron Bagrie, the chief economist for ANZ, was at his colourful best in explaining the economic reality for New Zealand and what to expect over the next 12 months, while our other two guest

for grocery suppliers and how this is changing the way people shop and the way retailers sell goods. And that new reality is driven largely by new technology. She said that in a very short space of time, the face of shoppers had completely changed. Today’s mobile devices and the online environment means shoppers are fundamentally different to what they were even

Because of the spread of new technology, we will soon be in a world where there is 100% price transparency . . . speakers opened eyes and minds to the realities of the online world and how it is starting to affect the food and grocery sector. The first speaker was Maile Carnegie, managing director Australia New Zealand of Procter & Gamble*, one of the top consumer goods companies in the world and the owner of some of the best-known brands in beauty and grooming, household care, and health and well-being. Maile spoke about the new reality 48

FMCG JUNE 2013

just five years ago – they are now connected to communities and to the world and to more information, all at the click of a button, and this is changing the way they shop. It has put them into a position where they basically can get whatever they want, wherever they want to buy it, and for whatever they want to pay for it, because they can now compare prices, see what others are paying, and shop around, often online. It’s something Maile called “price transparency” across international markets.

She predicted that, because of the spread of new technology, we will soon be in a world where there is 100% price transparency, where not only can shoppers see products and shop in New Zealand, they can also see what’s available in Australia, the US, or anywhere, check the price and purchase it. And this will change the way retailers operate. This new technology is also ushering in the world of what she called “limitless shelves”, where an online retailer can carry a much wider range of products than can be fitted into a physical space. For example, in the US, shoppers can walk into a store and if they don’t like the price on a particular product they can click on a QR (quick response) code and check out its price elsewhere, and have someone else send it to them for free – and for a better price.

NEW SHOPPER PROFILE The explosion in technology and the impact of the online environment has also resulted in a fundamental change in the profile of shoppers, from being “typically a female” who did all the shopping, to everyone

featu re doing the shopping, with even children now buying goods online. She said this revolution has resulted in shoppers knowing what good value is because they can see when others are paying less than they are. As such, she predicted that food and grocery shoppers are not going to see the type of price increases they have seen in the past, and that a world of flat or even lower prices will be the new norm. Maile also warned about the effect that the online world is having on parallel importing, particularly in Australia, where it is reaching “insane” levels. The trend of consumers buying more and more goods from overseas because they can see where goods are cheaper is starting to damage the retail industry and local manufacturing. She said that was the reality of the way the world is going, and suppliers and retailers alike would have to concentrate their focus on value to survive. (FGC has noted

a similar trend developing in New Zealand around parallel imports, and is constantly monitoring it). Maile also talked about the importance of ensuring all product advertising campaigns are appropriate for all sorts of media, and how the need to think laterally included using online tools such as Facebook for marketing and creating advocates for businesses and products. All of which led to another speaker, Cameron Slater, one of New Zealand’s top users of social media and founder of the Whale Oil blog-site. He gave members a great insight into the secret world of bloggers and pulled no punches around the dangers that social media poses to

companies with any sort of public profile. He talked about the death of traditional media such as newspapers and urged companies present to use social media to counter the often unfair and underhand attacks on them and their products. In particular, he talked about the importance of companies setting the record straight and responding to issues as they arise online. All plenty of food for thought and a reminder to all those who thought they had things under control to not be complacent! * Since Maile Carnegie, MD Procter & Gamble ANZ addressed the FGC AGM she has resigned to become MD of Google Australia and New Zealand.

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

www.fgc.org.nz

This smile is sustainable. There are many good reasons to work with Abilities Group, like great results, competitive rates and our ongoing commitment to recycling and sustainability. But most importantly, when you outsource to us, you’re giving someone a reason to feel proud and valued, and that’s something truly worth sustaining. Talk to us about your outsourcing requirements 09 444 0611, or visit www.abilities.co.nz Enriching the lives of people with disabilities.

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JUNE 2013 FMCG

Design something bold, something distinctive, something that will become a brand.

How to craft a brand A design that tries to please everyone, impresses no one, says Ben Johnston. A BRAND used to be a logo, it used to be packaging and heritage built over time. Today this is no longer enough. Today, this is only the foundation of a brand. Today your brand needs to communicate moreâ&#x20AC;Ś Great brands are stories, they are sets of expectations and they are the reason why one product is chosen over another. Successful brands are crafted, planned, engineered and refined - and guess what? Your product is in competition with great brands. You are the guardian of your brand, you need to protect it, refine it and distill it. To do this you will need to answer a few difficult questions along the way.

IS YOUR BRAND TRUSTWORTHY? What is the most important thing a consumer needs to know about Coca-Cola? Maybe its innovative 50

FMCG JUNE 2013

bottle shape or clever slogan 'Open Happiness'. Is it Cokeâ&#x20AC;&#x2122;s market share, or the value it provides to the caffeine deprived? Probably not. The most important thing is trust. You trust that your bottle of Coke will taste like a Coke. It will quench your thirst and please your palate. You trust that it will deliver on your expectations. Ask yourself: What aspect of your product can your consumers begin to trust? Are you consistent? In your marketing, your advertisements and your packaging? Are you telling stories your consumers can relate to, stories they want to hear and stories that persuade? Or are you listing specifications? Your products need to feel like they belong in your brand. Have your products earned their place in your brand? Or have they been isolated by inconsistency. Are you making something

remarkable? Products that are worth talking about and get talked about? Word of mouth (or mouse) is now what consumers trust. So give them something worth talking about.

DOES YOUR PRODUCT STAND FOR QUALITY? If not, why not? Racing to the bottom is not the way to craft a strong brand; it is the way to craft a cheap brand. A brand customers don't value and a brand competitors can easily undercut. Do you value design? Be bold and create remarkable products by using design to craft the smallest of their details. Craft the feel of your product not just its look, craft its story don't just list its specifications. Focus groups and product research have a place, but remember a design that tries to please everyone, impresses no one. Design something bold, something distinctive, something that will become a brand.

featu re

How do you stack up? Where is your product positioned compared to its competitors? Does your product stand out in the market? Do something different by innovating carefully to give value to your customers and this will create value in your brand.

WHAT IS YOUR UNIQUE VALUE PROPOSITION? What makes your product stand out? Distill these attributes and state them proudly. The first glimpse at your product must captivate the viewer, intrigue them and persuade them to lift your pack off the shelf, to ask a question or to read the back of the pack. This is done with simplicity and focus of message rather than masses of uninspired content. Do you value your productâ&#x20AC;&#x2122;s heritage? Or the equity already developed in your brand? If you have a choice, don't discard heritage in the search of progress. Draw from your past and evolve your brand. Your brand may be intangible, but it is valuable. You will struggle to find a place for it on your balance sheet, but it is an asset. Probably your greatest asset. It needs protection, it needs guidance, it needs your care.

Contact us today for an In-store demonstration! Let us show you how you can save time and money with a vacuum packer! 0800 700 100 www.packagingplus.co.nz

The ďŹ rst glimpse at your product must captivate the viewer, intrigue them and persuade them. This is done with simplicity and focus of message.

Ben Johnston is an award-winning graphic designer who specialises in product packaging. Before he founded the design agency London Studio in 2012 he worked in a senior role at New Zealandâ&#x20AC;&#x2122;s most highly awarded pre-press companies and as freelancer for one of Londonâ&#x20AC;&#x2122;s top ďŹ ve design agencies. Email: hello@londonstudio.co.nz www.londonstudio.co.nz

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Pride In Print Awards Innovations shine at 20th anniversary of Pride In Print. BRILLIANT innovations in the New Zealand printing and packaging industry were on show in May, where the 2013 Pride In Print Supreme Award went to Arria Design Group of Albany. Arria’s New Zealand Postcard – Milford Sound was thought by judges to have redefined the concept of a postcard, producing images on a translucent plastic card that allows light to shine through photographs

of beautiful scenery. The card, which can be mailed, shows a photograph of a native Tui against a backdrop of the Milford Sound. Arria accepted the award before a packed audience of about 550 people at the TSB Arena in Wellington. The award for Packaging went to The Woodgrain Cherry Carry Pack entered by Amcor Cartons Christchurch, for a self-erecting pack that is easy to carry and has a clear plastic window so the customer can see the quality of fruit inside. A gloss UV completed the design. Amcor was required by MG Marketing to create an innovative packaging design for cherries grown in Hawke’s Bay and Central Otago and delivered what the customer 52

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desired – “something different”. Rapid Labels of Auckland won the Labels Category for helping the label for the Horleys Replace Lemon Lime drink jump off the shelves to attract the attention of the active sportsperson. The self-adhesive label featured the faded image of a swimmer, which was particularly challenging for the printer and required intricate technical work to make the illustration stand out. Two gloss varnishes then were applied to finish the “ghostly” effect. Process winners (reflecting technical skill in specific print processes) included Gravure Packaging of Petone in Gravure for the Whittaker's Fruit and Nut Wrapper and Sealed Air Hamilton in

Flexography for the Ikana Greenshell Mussels wrapper. John Greenacre, general manager Spicers, speaking on behalf of the patrons (Spicers, Fuji Xerox, Aarque Group and Heidelberg), said that this was the 20th anniversary of Pride in Print and it was a pathway out of the difficult economic conditions the industry had faced. “The past year has been tough with many businesses folding and long-term employees in this industry losing what might once have been jobs for life. However. . . these Awards show us the way forward. In this changing environment we need to differentiate ourselves from our competitors and adapt to the world we live in not the one we were once used to. Every year these Awards introduce new blood to our industry and promote people who deliver innovation and add value to our work. And in doing that these Awards have as much if not more relevance than they did 20 years ago. The quality of the entries is outstanding and should give us confidence that however bumpy the ride has been this year, our industry is in safe hands.”

p ro f ile

LEADING THE WAY Robert Pascoe Carriers - â&#x20AC;&#x153;Setting the Standard in Serviceâ&#x20AC;?. Over the past 29 years Robert Pascoe, managing director of Robert Pascoe Carriers (RPC) has obtained a number of insights into the challenges and increasing pressures his customers face trying to remain innovative and competitive in an increasingly price and quality-driven marketplace. RPC was established in August 1984 and has developed into a full-service managed warehousing (3PL) and transport operator based at Mangere Bridge, Auckland. Specialising in the storage and distribution of food products, Robertâ&#x20AC;&#x2122;s customers include multi-national food importers, distributors and local manufacturers. RPCâ&#x20AC;&#x2122;s success has been in their development of comprehensive HACCP Food Safety and ISO accredited managed warehousing and transportation solutions for customers. The company has heavily invested in the food safety component over the past six years and complemented this by concurrently developing a customised warehouse

management system, which alongside offering critical food safety mechanisms also provides customers 24-hour online access to stock records, reports and transactions. Pascoe says: â&#x20AC;&#x153;The ability to provide a robust, reliable supply chain solution to customers in the food industry is crucial, logistics is a complex area of the industry, our company is dedicated to complementing our customersâ&#x20AC;&#x2122; businesses and ensuring the job is done right â&#x20AC;&#x201C; ďŹ rst timeâ&#x20AC;?. With New Zealand food importers, manufacturers and retailers facing increased commercial, technical and legislative pressures, which continue to erode margins and add to the complexities of running their business, RPC wanted to offer a complete food-based 3PL solution to customers. This was on the basis that warehousing and distribution is not always treated as a core business component within some organisations and as such, some companies struggle to optimise supply-chain efďŹ ciencies leading to delays, unnecessary

costs and valuable resources being consumed in a specialised business area. Pascoe adds: â&#x20AC;&#x153;The job of ensuring customers receive the right product, within speciďŹ cation on time is key and shouldnâ&#x20AC;&#x2122;t be left to chanceâ&#x20AC;?. The services RPC offer mean it isnâ&#x20AC;&#x2122;t. There is now a consistent trend where businesses are moving toward creating partnerships with experienced third-party logistic and warehousing (3PL) providers who offer specialised, end-to-end, time sensitive solutions. Providers like RPC are able to offer customised storage, order picking, batch tracking, stock rotation, exception reporting, product recall assistance, live online data detailing stock levels and transactions and provide streamlined electronic order processing capabilities (EDI). This allows food businesses to focus on their products and market representation, leaving the often complex logistical components to specialists who offer cost effective services, efďŹ ciencies and comprehensive solutions. These partnerships provide peace of mind to businesses at the same time as allowing them to focus on what they do best: Sell their products and service their customers. Pascoe is often involved in discussions with food importers and manufacturers on how third-party warehousing can beneďŹ t their businesses and is happy to provide advice on the opportunities and suitability of creating a 3PL partnership. To discuss how managed warehousing could assist your business contact Robert Pascoe: ph 09 634 4463, or 021 934 051, or email robert@rpcnz.co.nz.

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gs 1

RFID is all around us Dr Peter Stevens, CEO, GS1. Email: peter.stevens@gs1nz.org.

Dr Peter Stevens on adopting the ‘next big thing’.

It has been said that in the short run we often over-estimate the impact of the introduction of a new technology (leading to hype), but under-estimate the impact in the long run (leading to the ‘this changed everything’ feeling). Examples of this phenomenon often quoted are the internal combustion engine, and the internet. Well, I think I’ve got another one – the introduction of radio frequency identiﬁcation (RFID). It was not so many years ago that everybody was suggesting that RFID chips would be on everything and anything, revolutionising supply chains, consumer shopping experiences and ending privacy. I’m sure that I’m one who could be accused of adding to this hype. As CEO of GS1 New Zealand I lost count of the number of invited presentations I delivered from 2005-2008 on RFID. GS1 is behind the most ubiquitous RFID standard – the Electronic Product Code or EPC. The strange thing is that the airwaves and the consumer blogs are not full of news – let alone hype – around RFID these days. However, in 2012 the number of RFID chips sold is solidly in the billions and chipped products are all around us. And there is no fuss. If it is not on consumer items, then EPCs are appearing on luggage tags in airports (to automatically route bags through the conveyor systems), or on animals. At the recent GS1 General Assembly I was privileged to see an RFID transformed environment at the mega retailer Macy’s. A $35billion retailer across Macy’s and Bloomingdales’ brands, they are progressively rolling out apparel and accessories with EPC chips. Where possible, RFID is installed at source (= the manufacturer); or else tagging is done at the distribution centre or receipting. The aim is to ensure that the right size and right colour of each and every item is in the right place at the right time with the ultimate aim of on-shelf availability. The most interesting application to me was in shoes. At the store we visited, they stocked almost 5000 models of shoes (with up to 300,000 shoes available for sale on any given day). And in a department store like Macy’s, if you can’t win on cosmetics and women’s shoes

FMCG JUNE 2013

you can’t win. Of course, the game in shoes is to ensure that sample shoes of every style and colour are out on display; no good having stock in the back if a customer does not know that it exists! Assisted by rapid identification by EPC two Macy’s store associates can check all 5000 samples are ‘present & correct’ within one hour. Macy’s now leads the industry with a very low percentage of ‘missing’ display shoes. Achieving such tasks manually or even with barcodes is a humongous task; RFID allows Macy’s to repeat this task five times per week to drive a very positive ROI. If you think of what RFID can solve – the ability to identify multiple (up to 500 per second) items at the same time without line of sight and from a distance – apparel and general merchandise is absolutely the best match for RFID and a proven deliverer of return on investment. Item-level identification by RFID is one of the major drivers of growth in the chip market, with most major US and European retailers using it or in rollout. Is there any fuss? Are there lots of conferences and presentations on the transformational effect of RFID? No. And in some ways nor should there be. Businesses are doing what they do best – implementing to get business benefit. The strange thing is that in New Zealand and Australia there is vey little implementation of EPC/RFID at present in this sector, nor for the grocery sector, which funded most of the RFID R&D. Most ‘action’ is in the agribusiness sector. I’m not sure why, but I must find out!

recr u itm en t

Hard Bastards It’s not your average team building exercise, says Hamish Marr. Every year I organise an annual event which has become known as the ‘OCG Hard Bastards’ weekend. Last year’s event was pig hunting in the Ureweras. This year we went to a remote back country hut in the Kaimanawas, spending two days tramping, deer stalking and generally getting dirt under the ﬁngernails. There was literally blood, sweat and tears. It’s challenging, tough terrain in one of the most remote places you can get to on foot in New Zealand. Even helicopter access in here is a challenge. This is not a group of hardened outdoorsmen; largely it’s a group of city boys who are getting out of their comfort zones and trying new things. It does great things for us as a group. Think of it as team building on steroids. In a recessive market, team building events in most organisations have stopped due to cost. But we’ve created an amazing annual event for about $2000$3000 for a team of 10 people. Nothing fancy, in fact as far from fancy as possible. In the true spirit of Hard Bastards, we hired a Transit van, packed it out probably beyond legal allowances (it could barely pull

Harder than your average recruiters.

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

a whitebait off a pikelet). We stayed in an un-serviced back country DOC hut. Six beds, ten blokes and a game of short straws with the unlucky sleeping on the floor. We tramped up over a 1900-metre ridge, which took six hours on a barely visible track. The big male Sika deer stags were roaring and there were a pair of extremely endangered and extremely friendly Blue Ducks who befriended us for the weekend (Whio – the ones on our $10 bill). We lit a big fire each night using old dead trees brought down by the river in storms. We drank whiskey, which tasted amazing after you had to haul it in. We shot the rifle at a beer can target (after an unsuccessful deer hunt). Our drinking water source was the most pristine river you’ve ever seen. We talked crap, farted and picked our noses without any wives to tell us off. There was no toilet seat to close. No dishes. We were in one of the most beautiful parts that our amazing country has to offer. We had a great cross-section of blokes from all levels, including the CEO. A trip like this is a great leveller. It makes everyone equal. Rank/position meant nothing. It built relationships at a very real level and gave everyone an experience that genuinely enriched their lives. It cost very little. Some of us had never swum in a river. One in the group had never slept in a sleeping bag. Most had never been in a back country DOC hut and almost all had never seen a gas cylinder chucked on an open fire... if NASA had been looking down they would have wondered “what the hell was that huge fireball in the middle of the North Island!?” (No fire risk as it was pouring with rain!) Looking forward to Hard Bastards 2014! JUNE 2013 FMCG

Reducing cost Save money on the essentials, says Trina Snow. While the New Zealand economy is performing better than virtually every other Trina Snow Snow, Western country, business conditions are executive director, still tight. Stores should always be looking NARGON. for ways to reduce costs and eliminate waste. Even small changes can make a real difference to the bottom line and the environment. A recent study on business sustainability and environmental responsibility showed that 99% of business managers surveyed ranked water conservation as a ‘top five’ priority over the next decade. In Britain, supermarket giant Sainsbury’s announced it has reduced operational water consumption across its entire estate of stores by 50%. The retailer said it reached its target in March 2013 thanks to a number of measures including water recycling, leak detection and utilising rainwater. All stores were also fitted with pre-rinse spray taps and low-flush toilets. A spokesperson said the reduction was part of Sainsbury’s 20×20 Sustainability Plan to help reduce their impact on the environment and ensure the long-term sustainability of the business. There are many ways to save water which stores can consider. The Water: Use it Wisely website (http:// wateruseitwisely.com/100-ways-to-conserve/) lists 100 tips and a number are applicable to shops. These include upgrading water-cooled refrigerators, air conditioners and ice-makers to air-cooled appliances, keeping a pitcher of water in the refrigerator for cold drinks instead of running the tap, check indoor and outdoor taps, sprinklers and hoses for leaks, replacing older toilets with water efficient models and recommending that when staff are washing their hands they should turn off the tap while lathering. There is also a business specific site (http:// wateruseitwisely.com/100-ways-to-conserve/businesstips/) with another 50 water saving tips. These include posting a hotline in bathrooms and kitchens to report leaks or water waste to maintenance personnel, creating a suggestion and incentives system to recognise watersaving ideas, support projects that use reclaimed

FMCG JUNE 2013

wastewater for irrigation and industrial uses, and consider water efficiency ratings when buying new appliances or upgrading old ones. This includes toilets, refrigerators, freezers, ice machines and air conditioning systems. Nobody likes getting the power bill. Many businesses believe that they have little choice for their electricity supplier, or that all power companies are pretty much the same. That is not true – the electricity market is highly competitive and substantial savings are often available. There is a new service called Switch Me (http://www. switchme.co.nz/business/), which is the commercial equivalent of the successful ‘What’s My Number’ residential power price comparison scheme. All stores should check Switch Me, fill in their details and compare the best prices, which are submitted by competing retailers within 14 days. The process is quick and free. At worst, stores will receive confirmation that they have the best power plan available. At best, stores will be able to make savings because changing power suppliers is surprisingly easy these days. The What’s My Number service has saved thousands of households money. Switch Me can now do the same for small and medium businesses. The Energy Efficiency and Conservation Authority (EECA) has also established a business website (http:// www.eecabusiness.govt.nz). EECA estimates that most New Zealand businesses can shave at least 20% off their energy costs with smarter energy use. The site offers practical advice and details of funding to help stores make the most of the energy they use. Their tips include turning off any equipment not in use, pulling up window shades to make the most of natural light, making sure fridge and freezer doors are closed, turning off computers and other equipment not in use (this saves energy and prolongs the life of the equipment), using timers and thermostats on lights, hot water tanks, boiling water dispensers, air conditioners and heaters to make sure energy is not wasted. EECA recommends that involving staff and colleagues is necessary for the success of any energy savings programme. They recommend that managers lead by example and give others the knowledge to do the same. There are a number of free resources available for download from the EECA Business website. There are plenty of practical ways stores can reduce their power and water usage. That is good for business and good for the planet.

CHARLIE’S GROWS INTO THE BETTER DRINKS CO Iconic New Zealand beverage company Charlie’s is changing its name to The Better Drinks Co Limited, but the change represents far more than simply a new name, says CEO Craig Cotton. Consumers can expect to welcome new products and new brands which, like Phoenix and Charlie’s, will all have something ‘better’ about them. Trade customers are promised the business will be better than its competitors at listening and responding to their needs. The change of corporate name doesn’t affect the well known and loved Charlie’s and Phoenix brand names, Cotton says. “We’ve been talking to our customers and suppliers about the new name and philosophy, and listening to feedback – it’s all been very positive but also brought home to the team how much room there is for us to be better.” Cotton says the intention is to retain and

foster the innovation and brand thinking used to develop both the Charlie’s and Phoenix brands. “We live or die on the taste, ingredients and the quality delivered by our products, so we’re going to make sure our products continue to be better than the rest.” As an example of being better, Cotton cited: Reducing natural sugar levels in products (new light Cola, 50% less Sugar Juice range, Kids) while ensuring continued great taste. The name change takes effect ofﬁcially from June 1. The Better Drinks Co was founded in 1999 as Charlie’s - the brainchild of Marc Ellis, Stefan Lepionka and Simon Neal. Charlie’s listed on the NZX in 2005, the same year it bought Phoenix Organics, a manufacturer of a range of natural, organic juices, sparkling drinks and waters. In turn, Charlie’s was purchased by Asahi in August 2011. Today

Craig Cotton, CEO, The Better Drinks Co.

The Better Drinks Co delivers beverages across several categories under the Charlie’s and Phoenix Organics brands, which are found in cafés, service stations, supermarkets and restaurants in New Zealand, Australia and in more than 12 export markets world-wide. ●

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the business of liquor reselling

Global Lager Keeping cool about the big beer brands. THE history of brewing is pretty much the history of the domestication of yeast. The earliest brews were those made utilising wild yeasts that existed in the general environment and remain the key components in the most creative beers such as those made in Belgium in high craft breweries that specialise in Lambic beers. These are beers that tend to be volatile in character, to the point where brewery roofs are never cleaned so that the yeasts that live in their tiles are not compromised and continue to provide the source of beer character. But if you are running a commercial operation where you need to know exactly what the yeasts are going to do, when they are going to do it, and how much of it they will do, then these wild little creatures are a risk factor that most modern brewers would never contemplate. Which is why top fermenting yeast became so popular with brewers a few centuries ago; quite simply they were better behaved. These yeasts are responsible for the beers that today we call ales, and while the yeasts do not specifically work at the top of the fermentation, rather they are suspended throughout, they deliver to the beer consistent warmth and richness of character with elements of citrus peel aromas that have become classics of ale identity.

Of course, top fermentation yeasts do have a tendency towards irrational behaviour on occasion, producing beers that are more or less feisty in character, which can be a burden to brewers striving for consistency to keep their customers committed to the brand. This is where the next development in yeast taming became the key to modern industrial brewing. Called bottom fermenting yeasts, these act throughout the beer but appear to be extremely laid back, lying on the bottom of the fermenting beer in fact, acting slowly and continuing to be active even when the beer is at low temperatures. The beers they make are remarkably consistent in character, although very light in style, which could be a disadvantage for customers raised on the individual, high flavour character of ales and wild yeast beers. To counter this, as well as to infuse their beers with a texture to balance the steely nature of bottom fermentation yeast, brewers developed the technique of leaving the fermented beers with the yeast lees intact for long periods. This was done in cool cellars, where there was little risk of the development of off flavours, but delivers a creamy, yeasty character that is the brewersâ&#x20AC;&#x2122; version of winemakerâ&#x20AC;&#x2122;s champagne. Except the flavours are less bread- or pastry-like than champagne, because the ageing on

lees process happens in large vats rather than in small bottles. For beer this process is called lagering, hence the term lager for less aged, bottom fermented, crisp, lightly flavoured beers.

Belgium, is now home to the world’s largest brewer, AnheuserBusch Interbrew

High hops The other aspect of the style is a high hopping level, increasing hop aromatics and bitterness to the finished beer. In part this was a consequence of the lighter flavours, but also because of the fame of Czech hops of which local brewers were especially proud. The first of these were developed in Bohemia, in what was then Austria/ Hungary but is now divided between the Czech Republic and Germany. Because the most famous bottomfermented style emerged in the Bohemian town of Pilsen in the middle of the nineteenth century, the classic bottom fermentation style is now generally known as Pilsener. So consistent in character, pale, crisp and thirst quenching was Pilsener, that with 25 years it had become the most popular beer style in continental Europe. It was also gaining wide support in the United States, where brewer Adolphus Busch was making a version in St Louis which he named after the most famous Pilsen beer, Ceske Budejovice, or Budweiser in Busch’s native German. He was not the first to adopt the Pilsener style and create a hugely successful beer brand from it. In Copenhagen, Jacob Christian Jacobsen returned from a visit to Munich with the intelligence needed to upgrade his Carlsberg brewery to the new technique, but with even greater refinement of the bottom fermentation yeasts. The Carlsberg team isolated a pure strain of the yeast and began brewing with it,

creating even more certainty in the brewing process and the resulting character of the beer. The complete package, isolated yeast culture, bottom fermentation, lagering and strong hop character, the Pilsener or “Pils” style has since been taken up by a large number of European breweries, the most famous of which is Heineken. This company introduced pure yeast culture technology in 1886, and today is arguably the most famous beer brand in the world. Why? Consumers can always be sure of the character and quality of the beer they will get behind the brand, a level of reliability that is as much a part of the fame as is the crisp palate, dry, aromatic hops and the complex, yeast-like ﬂavour that are at the heart of the beer. The same can also be said for the vast number of other international brands, all of which strive for consistency over huge production runs, often in a multitude of breweries around the world. Even countries without the European beer culture out of which this lager style sprung have become major players, such as India, Singapore and Thailand, but especially Japan, where Kirin, Asahi and Sapporo have all emerged as serious competitors to their European counterparts. But perhaps most surprising of all,

the nation which is proud to keep its oldest brewing culture alive in the wild yeast driven Lambics, Belgium, is now home to the world’s largest brewer, Anheuser-Busch Interbrew, the owner of one of the mightiest international brands: Stella Artois. Out of the east, a star One of the ironies of the long period of Soviet domination of East Germany is the fact that those grim years under one of the world’s beer-aware nations, Russia served to preserve some of the traditional features of Germany’s rich beer culture. In small cities and regions around old East Germany can be found brewers who have not been submerged by the race to industrial mediocrity, and many still preserve the standards of the old German Purity Law of 1516. Kiwis can now find one of these rarities in their local supermarkets, as the first shipments of Paderborner Pilsener in 500ml cans are now on shelves around the country. If you ever wonder what a truly original German Pilsener tasted like, here is your chance. But be careful, if you like positive hop levels, crisp, mellow yeast textures, and dry finishing beer you may never want to drink anything else. Especially at just over $3 a can. ●

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

JUNE 2013 FMCG

INDEPENDENT LIQUOR SET TO ACQUIRE THE MILL Independent Liquor is investing in the off-premise market with an agreement to purchase The Mill, a chain of 35 liquor stores nationwide. Julian Davidson, CEO Independent Liquor, says the purchase is a good business decision that gives the company greater access to the market while also beneﬁting customers by ensuring they get more choice of products from different producers. “Our intention is to drive competition and provide New Zealanders of legal drinking age with a better selection and range of products when they walk through the doors of a liquor store,” he says. “We’ve made this move because currently, quite often, a customer’s product choice is already made for them before they enter a liquor store. This is because of producer dominance in the retail channel, which can result in the destocking or blocking of some brands and product portfolios. We’ve experienced this ﬁrst hand; it’s anti-competitive and

(L to R) Bevan Seddon, GM The Mill and Jeremy Livingston, CEO The Mill.

should be challenged. “Therefore it is our plan to encourage a level playing ﬁeld in liquor retail by ensuring The Mill stores offer a wide range of products from all breweries and producers. We believe liquor store customers should expect

nothing less,” says Davidson. “We relish competition, and we want customers to walk in to their local Mill store and find exactly what they are looking for, whether it’s an Independent Liquor product or one of our competitors’. This is

MOA CELEBRATES A MILESTONE

Moa Brewing Company founder Josh Scott.

FMCG JUNE 2013

Production of a special one-off brew to celebrate ten years in the game is underway at Moa Brewing Company’s Marlborough home. In true craft beer style, only 100 three-litre jeroboams of the Moa Decade Saison will be released and Moa are rewarding those who bought a stake in the country’s only locally listed brewery by offering them ﬁrst crack at it. “Exceptionally rare is one of our mottos,” says Moa Brewing Company founder Josh Scott, “but the new Moa Decade Saison is more than rare. Getting your hands on one will be only slightly easier than ﬁnding a real life Moa.” It will be brewed, bottled and then

cellared in Marlborough to allow the bottle conditioning process to work its magic. “Saison is a style of beer from the farmhouses of French-speaking Belgium. It was originally brewed for ﬁeld workers during autumn and winter as a light, refreshing ale. We reckon our own version will be a bloody good drop and we should be looking to pop the top off our ﬁrst one sometime in August,” Scott says. Sales will be strictly limited to one per person and offered to the public subject to availability. A beer to celebrate ten years in business had better be worth drinking and Scott says plenty of love has been put into it. ●

TURNING BEER INTO ART the right approach and we know our brands will stand up against the others,” he says. Jeremy Livingston, who will be leading The Mill business as CEO, says the agreement to purchase brings on the possibility of a major face-lift for The Mill’s 35 stores, which will also improve the experience for its strong national customer base. “Part of our future plan is to refurbish the chain so as to lift retail standards and improve the shopping experience,” says Livingston. “We are also looking at franchising the store network, which will provide local operators with the opportunity to develop their own stores under a strong national brand. This model will put money back into the store’s local community through jobs and local investment and is similar to many established retail models.” Pending the fulﬁlment of certain conditions, Independent Liquor expects to take ownership of The Mill in late July 2013. ●

Beck’s has made beer an art form in more ways than one for quite some time – since 1874. Now, New Zealand Beck’s drinkers can enjoy the masterpiece that is a Beck’s brew, from a bottle that’s just as artistic. In its latest ‘Music Inspires Art’ campaign, Beck’s is supporting an up and coming Kiwi band, Ghost Wave, for the release of its ﬁrst album called Ages. As part of the album release, Beck’s briefed six established New Zealand designers to each put together three pieces of work inspired by music from Ghost Wave’s new album, all of which have become

Beck’s art labels and one of which will be chosen by Ghost Wave as its album cover art. These 18 Beck’s art labels can now be found on a limited-edition range of Beck’s bottles throughout New Zealand. They feature an array of music-inspired designs – from Mayan ﬁgures, to pixelated hourglasses, dark clouds, photographic mosaics and polygons. Beck’s is also filming Ghost Wave’s journey in releasing its album and is posting the fly-on-the-wall style mini-documentaries on its Facebook page throughout the process. ●

SIR GEORGE INDUCTED TO NZ BUSINESS HALL OF FAME Villa Maria owner and founder Sir George Fistonich is to be inducted into the NZ Business Hall of fame, recognising his signiﬁcant contribution to the economic and social development of New Zealand through enterprise. Fistonich will be presented with his citation at the Business Hall of Fame gala dinner on Wednesday July 31 by Sir Jerry Mateparae, Governor General of New Zealand. Established in 1994 by the Young Enterprise Trust, the New Zealand Business Hall of Fame recognises and celebrates individuals who, through enterprise, have made a signiﬁcant contribution to the

economic and social development of New Zealand. Fistonich said he was honoured by the news that he had been selected to join this group of prestigious New Zealand business personalities. “I must give thanks to the Young Enterprise Trust and the work they do to inspire and encourage young New Zealanders to shoot for the top. I started Villa Maria at the age of 21 so I know what it’s like to have dreams and ambitions for success, the more we can do to help these future business leaders along the way the better,” he said. ●

Sir George Fistonich of Villa Maria.

JUNE 2013 FMCG

Hot Red Hawke’s Bay Is this region New Zealand’s Bordeaux? Keith Stewart wonders. On the eve of Hawke’s Bay’s national roadshow promotion, Hot Red Hawke’s Bay it seems fair to ask the question: Is Hawke’s Bay the Bordeaux of New Zealand?. Not because Hawke’s Bay is the home of high quality Cabernet Sauvignon and Merlot in this country, which also happen to be the wines responsible for Bordeaux’ fame, but because there is no other region in New Zealand with the potential to produce so much high quality wine across a wide range of varieties and wine styles. Bordeaux in south-west France is a special wine place. Not because it produces the most famous of France’s red and white wines, those of the great Medoc, St Émilion and Sauternes châteaux, but because this large region produces more high quality wine than any other wine-growing region on earth. While parts of Australia, Italy, California and Portugal produce wines that may challenge for status, there are no challenges to Bordeaux in terms of volume. So while some enthusiastic British and Australian wine writers have recently lauded Hawke’s Bay’s Cabernet Merlots for their Bordeauxlike finesse, this is nowhere near the whole story. Hawke’s Bay also produces magnificent Chardonnays, a wine style that is aligned with that other top French region, Burgundy, and is emerging as an international force in Syrah as its wines are seen to match the quality of those from the Northern Rhône. There are sweet whites with richness and energy of Sauternes-like proportions, dry Sauvignon Blanc blends that have family likenesses to those of Bordeaux, and firm footed

FMCG JUNE 2013

Mission Estate.

Rieslings and Gewürztraminers that might have Alsatian or German DNA. Then, as if Syrah is more than a passing fancy, there is the unquestionable excellence of Hawke’s Bay Viognier. While New Zealand wine is very much focussed on the abundance and glamour of Sauvignon Blanc, primarily from Marlborough, and Pinot Noir from a variety of sources, Hawke’s Bay continues to turn out consistently sound quality wines across an impressive range of styles, any one of which is likely to become the next hot international property from New Zealand. Hot Red Hawke’s Bay will be in Auckland and Wellington with tastings and presentations of top wines during June. This is a great opportunity for trade professionals to taste a range of what is on offer from this remarkable region, to meet with winemakers and to see why so many astute judges of New Zealand’s wine future see Hawke’s Bay in a leadership role. Public entry tickets are available on eventﬁnder. ●

HOT RED HAWKE’S BAY WINE EXPO 2013 Exclusive trade previews Auckland: Tuesday June 18 at the Viaduct Events Centre. Wellington: Wednesday June 19 at Te Papa. Wineries participating: Alpha Domus Babich Wines Black Barn Church Road Clearview Coopers Creek Crossroads Elephant Hill Esk Valley Mills Reef Mission Estate Ngatarawa Wines Pask Winery’ Rod McDonald Sileni Te Awa Trinity Hill Vidal Estate Villa Maria.

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

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Landscape brings you a dream promotion National necktag competition 3 June â&#x20AC;&#x201C; 14 July 2013. Contact your Sacred Hill Wine Company representative for more information. Ph: 0800 WINECO (946 326), sacredhillwineco.com SACRED HILL WINE COMPANY

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Full terms and conditions at www.landscapewines.co.nz

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Has your team been part of a charity event, promotional activity, a great harvest, or moved to new premises? Send us your favourite snapshot and go in the draw to win a gift pack of new Fast & Fruity Pourable, Chunky fruit (worth $50). With 100% real fruit, this product is brilliant for breakfast, superb in smoothies and divine in desserts with three exciting ﬂavours in innovative pouch packaging. See www.freshﬁelds.co.nz for more information. Just email your high res image with a caption to: editor@fmcg.co.nz

DIARY

FMCG INDUSTRY EVENTS 2013

SEPTEMBER

JUNE

16-20

13-15

THE FOOD SHOW

CBS Canterbury Arena, Christchurch, NZ www.foodshow.co.nz DRINKTEC

Munich, Germany www.drinktec.com

VINEXPO

Bordeaux, France 19

www.vinexpo.com

NZ FOOD AWARDS

In association with Massey University Gala Awards Dinner, Auckland, NZ

JULY

www.foodawards.co.nz 23

SUPREME PIE AWARDS

Langham Hotel, Auckland, NZ

22-27

www.nzbakels.co.nz

Mt Eliza Centre for Executive Education, Victoria, Australia

AUGUST 1-4

FOOD & GROCERY EXECUTIVE PROGRAM

www.ifgm.com.au/fgep

THE FOOD SHOW

ASB Showgrounds, Auckland, NZ

OCTOBER 5-9

www.foodshow.co.nz

ANUGA

Cologne, Germany 24-25

www.anuga.com

GLUTEN FREE FOOD & ALLERGY SHOW

Claudelands Exhibition Centre, Hamilton, NZ www.glutenallergy.co.nz

NOVEMBER 2-3

GROCERY CHARITY BALL

GLUTEN FREE FOOD & ALLERGY SHOW

Langham Hotel, Auckland, NZ

Pioneer Recreation & Sport Centre Christchurch, NZ

www.grocerycharityball.org

www.glutenallergy.co.nz

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

Introducing a new & exciting addition to the Cinderella range!

NEW

Cinderella California Prune Juice AVAILABLE TO ORDER NOW CONTACT YOUR JAMES CRISP SALES REPRESENTATIVE

A NEW INNOVATION IN HAIRCARE Capturing the growing trend in oil derived hair care products, Schwarzkopf has created a new oil-infused formula to fuel value growth in Care Category.

NEW

Nourishing Argan Oil with Golden Shimmer

For perfectly renewed, reinforced hair structure with reduced hair breakage.

/SchwarzkopfNZ