5 minute read
Super Spreads
From nut butters to innovative spreads and popular local honeys - we talked to local suppliers to find out what’s new and driving sales right now.
NZ-owned family business Forty Thieves is excited to see some of their products such as Peanut Butter and SuperFood Butter rolling out at more than 85 The Warehouse stores nationwide.
Shyr Godfrey, Co-Owner and Marketing Director says: “We have also launched two new SKUs (Chocolate Fudge and Cinnamon Donut Peanut Butters) in October, which have now been core-ranged in Foodstuffs. We’re participating at the NZ Fair at Cold Storage in Singapore next month and have some cool NPD coming up.
“Some of our team’s recent achievements include 122% significant growth in our three main export markets (Singapore, Malaysia and Taiwan) with new store ranging in Mercato, Malaysia; 28% growth for our Peanut Butter in Woolworths over past 12 months and improved ranging in Woolworths off the back of this (3 x SKUs now ranged in up to 172 stores).”
“We are true believers that quality, natural food can fuel life’s everyday adventures, whether big or small.”
“Ali Baba and the Forty Thieves was the inspiration for naming our nut butters. It’s a tale of an enchanted cave filled with hidden treasure. The cave can only be unlocked with the famous passcode; ‘Open Sesame!’
In our story, the treasures are the nutrients hidden inside nuts and seeds. And when we turn them into nut butters, they’re not just healthy, but delicious and versatile too.”
Bringing innovation and premiumisation to the yeast spread category
Creators of award-winning allmite gold® yeast spread, Laura Fisher and Shannon Kelly co-founded MiteyCo Brands after seeing that premiumisation and true innovation had not happened to the yeast spread category in over 50 years.
“Peanut butter premiumisation started in early 2010 and shows us that customers are willing to trade up to new delicious spreads,” shared Shannon, Managing Director and Co-founder.
The team launched allmite gold® Original at a local farmers market in mid-2022 and won the NZ Food Awards later that year. It is a deliciously creamy spread with a savoury umami taste made with tahini, nutritional yeast, apple cider vinegar and turmeric. In 2023 the team launched two further SKUs allmite gold® Mild Chilli and allmite gold® Three Seed, both of which also have a staunch customer following.
Customers are absolutely loving allmite gold® and can now find it in over 230 retail stores with a recent increase in ranging in Woolworths from 27 to 115 stores nationwide. “We’re also ready to roll out into more stores in Foodstuffs North Island and Foodstuffs South Island,” said Laura, Marketing Director and Co-founder.
The MiteyCo Brands team will be at The Food Shows in Christchurch, Auckland, and Wellington as well as the Tauranga Food Show and Fieldays this year. If you are attending, check them out or you can email the team on admin@miteyco.com or order via UpStock to become a stockist.
New Zealand’s leading honey brand, Arataki Honey turns 80!
Established in 1944, New Zealand’s leading brand of honey this year celebrates 80 years of supplying high quality honey to New Zealanders.
From a handful of hives producing a few kilograms of honey, to New Zealand’s leading brand of honey with a 32% share of the market – Arataki Honey is excited to celebrate 80 years of producing delicious honey for generations of Kiwis to enjoy.
“Supplying quality honey to New Zealand supermarkets sits at the heart of this fifthgeneration family business. From entry level Multi-flora through to the high value Manuka UMF™ 10+ (263+ MGO) – the brand is in the unique position of performing well across all market segments,” explains Marketing Manager Genevieve Renall.
“The high value mono-floral Manuka honey is an area that has achieved considerable growth in the past 12 months. An increased awareness of health and wellness and the significant increase in visitors and overseas students to New Zealand have been key drivers of segment growth. Arataki Honey has the market’s two top performers in this mono-floral Manuka space – Arataki Honey Manuka UMF 10+ 250g (ranked #1) and Arataki
“The high value mono-floral Manuka honey is an area that has achieved considerable growth in the past 12 months. An increased awareness of health and wellness and the significant increase in visitors and overseas students to New Zealand have been key drivers of segment growth. Arataki Honey has the market’s two top performers in this mono-floral Manuka space – Arataki Honey Manuka UMF 10+ 250g (ranked #1) and Arataki Honey UMF 5+ 500g (ranked #2), achieving 65% and 67% growth in dollar sales year on year. A contributing factor to the sales performance has been the availability of the new presentation pack. This new packs works to protect retailers from potential stock loss as well as providing the customer with more accessible information at point of purchase.”
The Arataki Honey range of honeys is available in supermarkets nationwide. For more information regarding Arataki Honey contact order@aratakihoneyhb.co.nz
The FMCG Business team endeavours to produce a monthly snapshot of category news and highlights, based on information from participating clients, plus a table of the freshest data available at time of print. If you wish to contribute news for upcoming category reports, please contact trubanowski@fmcgbusiness.co.nz
