FMCG - August 2017 by The Intermedia Group

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L E A D I N G

I N D U S T R Y

August 2017 – Volume 4 – No 7

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N E W S

The With over one million blocks already sold in New Zealand, consumers agree Westgold butter is a block above the rest.† Fastest growth rate in quarterly sales at 1,085% vs. YA1 Westgold has the 2nd highest contribution to butter growth last quarter with $1.9M vs. YA† Medal winner, both salted and unsalted, at the prestigious NZ Champion of Cheese Awards 2016 & 2017

To find out more contact us on 0800 937 852 †

/ westgoldnz westgold.co.nz

Source: Nielsen Scan Data - New Zealand Supermarkets w/e 16/07/2017. Of brands larger than $200,000 sales. 1

contents Up Front 4

Editor’s note

Industry news

Cover story Augmented Reality from Shopper Marketing specialists Energi

Gear New technology for work, rest and play

Frozen Food trends

International Flavours

Rice & Pasta

Regulars 12

Feature Love or hate your supermarket? Notes from the retail front line.

Best in season Fresh produce in store

Buy NZ Made Fresh demands in the grocery sector

Choose pork ‘Born and raised in NZ’

Q&A Frucor Suntory CEO, Kevin Bowler, talks to FMCG Business.

What’s Hot New products in store

Health & Wellness Catering for wise shoppers

Industry news

Proﬁle Marvellous Marketing

FGC Food for thought from the Consumer Goods Forum

Legal advice Landlord consent – what are your rights?

Export Very Able Bagels

BIANZ The Country of Origin Food Bill

Proﬁle pure delish celebrates 20 years of innovation.

NZ Chocolate Awards We’re leading the search for New Zealand’s best chocolate makers.

The Chocolate & Coﬀee Show is back

Five Food trends worth watching Insights from the Food Show

Events Calendar

Social Sphere Industry members spotted out and about

The Shout

Good Business 32

Events

Category Insights 16

August 2017

Editor’s note and industry news

Industry insights

Q&A Deep Creek Brewing’s Jarred Maclachlan

The buzz on craft beer terminology

Can we do it? Yes we can! Beer writer Neil Miller on beer in cans

Common wine questions answered By Sip NZ Wine’s Caro Jensen and Emily Camblin

Countdown ups wine quality

Charming Chardonnay Tasting notes from Cameron Douglas MS

See the latest gear for work, rest and play in this issue.

28 FMCG BUSINESS - AUGUST 2017

[ editorial ]

How about a little magic?

ou may have noticed our smart cover this month, designed to bring a little magic to your FMCG Business experience. The cover features the clever use of Augmented Reality to promote Shopper Marketing specialists Energi. Just download the app and give it a go! Augmented Reality transforms a 2-D picture into a dynamic, 3-D experience and you can find out all the details – and why it’s so exciting – on pg 8. In our exclusive interviews this month, we talk to Frucor Suntory CEO, Kevin Bowler and ABE’S Bagel Bakery General Manager Wade Gillooly. Wade says international success is all about going deep into markets, rather than simply exporting to them – and you can find his top tips for exporters on pg 37. Our legal team explains Landlord consent (what are your rights?) and FGC Chief Executive Katherine Rich shares some food for thought from the Consumer Goods Forum the most influential FMCG organisation in the world. For all your favourite chocolates and coffees under one roof and even more excitement, turn to pages 40-41. You can also check out new products, food trends and category insights – from frozen foods to international flavours and much more – in this issue. Please do contact our friendly team to share your product launches and company news we’re here to help! You can also join our conversations on Facebook, Twitter and Instagram, and subscribe to our weekly e-news via www.fmcgbusiness.co.nz. Enjoy,

PUBLISHED BY The Intermedia Group Ltd 505 Rosebank Road, Avondale Auckland, 1026, New Zealand ph: 021 361 136 PUBLISHER Dale Spencer dspencer@intermedianz.co.nz EDITORIAL DIRECTOR James Wells The Intermedia Group Pty Ltd AUSTRALIA james@intermedia.com.au HEAD OF CONTENT Tamara Rubanowski trubanowski@intermedianz.co.nz ph: 027 278 4761 NATIONAL SALES MANAGER Joel Bremner jbremner@intermedianz.co.nz ph: 021 370 065 SALES DIRECTOR Wendy Steele wsteele@intermedianz.co.nz ph: 021 300 473 THE SHOUT EDITOR Charlotte Cowan ccowan@intermedianz.co.nz ph: 021 774 080 THE SHOUT SALES MANAGER Sam Wood swood@intermedianz.co.nz ph: 021 256 6351 ART DIRECTOR Leanne Hogbin leanne@intermedia.com.au

Tamara Rubanowski trubanowski@intermedianz.co.nz www.fmcgbusiness.co.nz

HEAD OF CIRCULATION Chris Blacklock cblacklock@intermedia.com.au PRODUCTION MANAGER Jacqui Cooper jacqui@intermedia.com.au PUBLISHING ASSISTANT Eclypse Lee elee@intermedianz.co.nz SUBSCRIPTION ENQUIRIES Eclypse Lee elee@intermedianz.co.nz

fmcgbusiness.co.nz

L E A D I N G

I N D U S T R Y

August 2017 – Volume 4 – No 7

N E W S

ON THE COVER A novel Augmented Reality (AR) concept is designed to promote Shopper Marketing specialists Energi. Why is AR important? Find out on pg 8.

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FMCG BUSINESS IS PROUDLY ASSOCIATED WITH

FMCG BUSINESS - AUGUST 2017

DISCLAIMER This publication is published by The Intermedia Group Ltd (the “Publisher”). Materials in this publication have been created by a variety of different entities and, to the extent permitted by law, the Publisher accepts no liability for materials created by others. All materials should be considered protected by New Zealand and international intellectual property laws. Unless you are authorised by law or the copyright owner to do so, you may not copy any of the materials. The mention of a product or service, person or company in this publication does not indicate the Publisher’s endorsement. The views expressed in this publication do not necessarily represent the opinion of the Publisher, its agents, company officers or employees. Any use of the information contained in this publication is at the sole risk of the person using that information. The user should make independent enquiries as to the accuracy of the information before relying on that information. All express or implied terms, conditions, warranties, statements, assurances and representations in relation to the Publisher, its publications and its services are expressly excluded. To the extent permitted by law, the Publisher will not be liable for any damages including special, exemplary, punitive or consequential damages (including but not limited to economic loss or loss of profit or revenue or loss of opportunity) or indirect loss or damage of any kind arising in contract, tort or otherwise, even if advised of the possibility of such loss of profits or damages. While we use our best endeavours to ensure accuracy of the materials we create, to the extent permitted by law, the Publisher excludes all liability for loss resulting from any inaccuracies or false or misleading statements that may appear in this publication. Copyright © 2017 - The Intermedia Group Ltd

Delicious Mother Earth nuts now available in larger packs. Perfect for sharing and entertaining. B&MOE0366

For more information contact your Prolife Foods Sales Representative or phone 0800 808088 www.motherearth.co.nz

[ news ]

McCormick pays billions for Reckitt Benckiser Food US spice maker McCormick & Company has bought Reckitt Benckiser’s food business in a US$4.2 billion deal. McCormick is expected to strip out around $50 million in cost synergies after the takeover, according to media reports. The Maryland-based company fought off rival bidders to buy the business that makes French’s mustard and Frank’s RedHot brands. The deal will create a combined group with annual sales of around $5 billion. French’s and Frank RedHot brands will now become McCormick’s number two and number three brands, respectively. Lianne van den Bos, Senior Food Analyst at Euromonitor International commented: “McCormick’s acquisition of Reckitt’s food arm brings the company very close to Kraft Heinz’s leadership position in sauces, dressings and condiments in the US, with now just two percentage point difference in share. The strong synergies between the brands offer plenty of opportunities for McCormick to bring operating costs down and increase profitability, a key focus area for many multinationals this year especially within staple foods. Nestlé and Unilever are two recent examples of falling victim to increased pressures from the investment community to make

profit margins the number one priority. That said, a US$4.2 billion price tag seems a hefty premium to pay for Reckitt’s food arm that generated US$338m in sauces dressings and condiments in 2016.”

Lucky shopper wins $10,000

The lucky winner, Rose Pittams, with Arnott’s Account Manager Kevin Gallen and Brand Manager James Ford.

In the recent Arnott’s Cracker Cuisine promotion in Countdown stores, consumers simply had to purchase two packs of Arnott’s crackers and swipe their Onecard to be in to ‘spin to win $100,000’. The live draw on Friday, 21st of July at Countdown Botany in Auckland was a thriller, and Rose Pittams from Tauranga was the lucky winner who got to spin the wheel in store to see if she was going to be $100,000 richer! Rose brought her husband and daughter along to spin the wheel. She had a 1 in 100 chance of winning the $100,000 and whilst she didn’t hit the big jackpot, she was still lucky enough to walk away with $10,000, thanks to Arnott’s Crackers. Arnott’s Account Manager Kevin Gallen, Brand Manager James Ford and Countdown’s Store Manager were in attendance to present the prize to the winner as a giant cheque.

Nosh in receivership New Zealand grocery chain Nosh has been placed in receivership, Companies Office records show. Only Nosh in Kerikeri and Mt Maunganui trade as independently operated stores and are unaffected by the receivership. Nosh closed its Auckland stores in June, ahead of a planned relaunch on June 26. When that time came, different notices said the relaunch had been delayed until July 8, but the relaunch didn’t happen on that day either. No sign of activity or stock could be seen. Nosh was bought by NZX-listed food investor Veritas in 6

FMCG BUSINESS - AUGUST 2017

September 2014. Veritas took on $5 million of funding with ANZ to facilitate the acquisition, but struggled to make the grocery chain profitable and was forced to sell or close the business by ANZ late last year. Sydney-based investor Andrew Guy Phillips then bought the chain through ‘Gosh Holding’ for $4m, but it appears Phillips has been unable to revive Nosh. A number of employees and creditors were still waiting for payment from the business in late July.

New World launches Fresh Collective in Auckland

We don’t just find great individuals... We build great FMCG teams. Convergence Partners has been instrumental in developing the talent framework behind many iconic FMCG brands and organisations. Whether you’re looking to fill senior, niche, technical or business critical roles, we can help. Talk to our specialist FMCG recruitment team:

Owner-operator of Fresh Collective at Constellation Drive, Phil Mead.

A new small format grocery brand has entered the market with the launch of Fresh Collective by New World. A store in Constellation Drive on Auckland’s North Shore is the first to showcase this new brand. The former Nosh store joined the Foodstuffs North Island co-operative in May, and has been operating under a temporary New World banner since then. It reopened in July with a new look, new layout and new product offerings. As well as picking up a great cup of coffee from the in-house barista, customers can now order fresh smoothies; grab some sushi; choose a meal kit for dinner tonight or pick up some premium cuts from the in-house butcher. Customers can also get their everyday, food-focused top-up grocery needs. The butcher, bakery and fresh seafood counter are all on show, so customers can see the goods they’ve selected being prepared. “For some time now, we’ve been analysing what we offer our urban customers,” Foodstuffs North Island CEO Chris Quin says. “We wanted to give them a smaller grocery experience that answers that question of ‘what will we eat tonight’ with plenty of fresh produce and take-home meal solutions. “The store has fresh food at its heart, with an extensive deli counter, a full specialty cheese range and an extensive range of fresh fruit and vegetables. It brings the best of what New World offers to a small, local store. Fresh Collective by New World also has your everyday grocery needs, so that you can top up with the basics at the same time,” he says. “We intend to keep refining the concept as we go, to suit each community. So there will be exciting features at the Mt Albert store that are different to what’s on offer at Constellation Drive. “We are looking at other urban areas in the North Island where Fresh Collective by New World will suit our customers’ needs,” says Quin. The next Fresh Collective by New World store will open in Mt Albert in the coming weeks. The Alberton Four Square store has been closed since June 20 while the refurbishment work takes place.

Lara Devereux Sales & Marketing lara@convergencepartners.co.nz 09 300 6877

Bobbi Ryan Supply Chain & Operations bobbi@convergencepartners.co.nz 09 300 6874

Erin Kirk Sales & Marketing erin@convergencepartners.co.nz 09 300 6791

Claire Ellis Finance & Accounting claire@convergencepartners.co.nz 09 300 6792

Chris Palmer Interim Talent chris@interimtalent.co.nz 09 300 6872

www.convergencepartners.co.nz

[ cover story ]

TURN ON TODAY’S COVER!

his issue’s cover brings a little magic to your FMCG Business experience. Maybe not real magic, but at least the clever use of Augmented Reality (AR) to promote Shopper Marketing specialists Energi. AR is a technology that has been around for a while, but is just now starting to enter everyday life, and it is certainly something you can expect to see become mainstream.

What does AR do? AR transforms a 2-D picture into a dynamic, 3-D experience. It does this by turning a marker image (in this case the black circle on the cover) into a trigger that launches a computer-generated experience that is viewed through an app you download onto your smartphone or tablet. It blurs the line between the real world and the digital world. Before long AR will be even simpler when it is integrated into the common social media platforms. The marker on our cover triggers an animated, 3-D advertisement for Energi. It launches a crazy machine that opens up, sparks into life and delivers Energi’s promise to ‘Energise Your Business’. By clicking on the machine’s button you are transported to Energi’s website to get a glimpse of the Energi customer experience, how to get in touch, and how they can help you use AR in your business. Working ﬁle of the AR concept

FMCG BUSINESS - AUGUST 2017

Why is AR important? AR is now moving from technology-based demonstrations that show off what is possible, into creative idea-based uses that enhance the experience of your customers or other people you want to influence. The beauty of AR is that it links physical things with anything computer-generated such as video, images, experiences or website content. • You can make your product show people videos or information on shelf. • You can make your trade stand, or display spring to life. • You can let people see what things in-store would look like at home. • You can animate people’s experience as a visitor or customer. • You can create Pokemon Go-like games to entertain. • You can add educational features to help customers cook your recipe, or build your flat-pack. • You can add an exciting digital layer of promotion, while keeping your stores clean. AR is being used more and more internationally by significant brands like Coca-Cola, Ikea, L’Oreal and Tesco. It is starting to make products more interesting and shopping more fun. And it is here ready for you to turn on, now. For more information contact lew.bentley@energi.co.nz.

[ news ]

New World tests new shopping app

Supermarket shoppers in Auckland’s Mt Roskill are the first to try New World’s online shopping app, ‘I shop New World’. Foodstuffs North Island has released a beta version of the app for its New World Mt Roskill customers to test, says Chief Executive Chris Quin. The app is available for both Android and Apple smartphone and tablet users. “We want to see how the app works for our customers and get their feedback before we roll this out to other parts of the country,” he says. “By developing the app in collaboration with our customers, we’ll create something that offers a much better user experience. “We chose to develop I shop New World as an app first, because smartphones are fast becoming the nation’s most popular device. At least 70 percent of Kiwis have one. And in the US, we’ve seen that mobile apps are where people are spending the majority of their time online – more than desktop usage or mobile web surfing,” says Quin.

Simple and fun Customers can browse virtual shelves in the I shop New World app for their favourite products and easily add these to their basket through drag and drop functionality, making the experience simple, interactive and fun. Features include the ability to create and save multiple shopping lists, so there’s no need to start from scratch every time; save multiple addresses, so you can shop and deliver groceries for family or friends; and securely save multiple credit card details. “You can use the Click & Collect service to order via the app and collect your shopping from your local store, or you can choose to have your groceries delivered,” Quin says. “We’ve been trialling a Click & Collect service at our New World Thorndon and Levin stores for a couple of years now, which has given us lots of useful insights into how our customers use the service. Our Click & Collect lockers are outside the store’s front door with their own dedicated parking bays. That means you can pull up and grab your groceries without having to get the kids out of the car,” Quin says. Foodstuffs intends to expand the test area to include more Auckland and Wellington stores before rolling out I shop New World further, and also plans to develop a web version. New World Eastridge is next online, then at least five more stores.

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OPEN THE APP AND POINT YOUR PHONE OVER THIS AUGMENTED REALITY ADVERT Find out how Energi can help fire up your brand & energise your business with proven shopper insights, creative strategy & engaging campaigns.

Shopper marketing specialists since 1984

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FMCG BUSINESS - AUGUST 2017

[ gear ]

Motorola G5 Plus

Pat Pilcher’s monthly round up of all the tech worth knowing about, for work, rest and play.

Priced at just under $470 for the 16 GB model, Motorola’s affordable smartphone punches well above its budget sticker price. The G5 Plus has a crisp 5.2” HD display and a clean almost stock version of android. Its 12 MP camera shoots impressive photos and its 3000mAh battery will get you through a day and an evening’s use. https://www.noelleeming.co.nz/shop/ phones-and-gps/mobile-phones/ motorola-xt1685-moto-g5-plus-grey/ prod152617.html

Sony MDR 1000x

Bose SoundLink Revolve In addition to being portable, Bose’s Bluetooth speaker works with Siri or Google Now. Hitting a function button on its top and asking about the weather or for it request to play music will see the Revolve doing your bidding. It’ll also act as a speaker phone in addition to providing sounds on the go. Its unique design also allows it to pump out a 360-degree sound field and two can be paired for stereo sound. It may only be the size of a coffee mug, but it delivers big audio that must be heard to be believed. https://www.bose.co.nz/en_nz/products/speakers/wireless_ speakers/ 10

FMCG BUSINESS - AUGUST 2017

Not to be outdone, Sony have launched their latest noise cancelling wireless headphones, the MDR1000x’s. Powering them up and activating noise cancellation sees outside noise reduced to a near inaudible whisper. Wireless design and noise cancelling smarts aside, the MDR 1000x will auto calibrate audio to suit the wearers hearing. Sold with a carry case, the MDR 1000X comes with cables should its battery run out. http://www.sony. co.nz/electronics/ headbandheadphones/ mdr-1000x

[ gear ]

Vodafone Smart N8 It may only cost $199, but it looks and feels like a million bucks. The N8 delivers a surprising amount of functionality for your money. From its 5”720x1280 screen through to its surprisingly capable 13mp rear camera and finger print sensor, the N8 bats well above its budget sticker price. https://www.noelleeming.co.nz/shop/phones-and-gps/ mobile-phones/vodafone-smart-n8-vodafone-smart-n8-black/ prod155236.html

LG 65OLEDC7T TV OLED display technologies sees LG’s C7 delivering peeper pleasing video that leaves old school LCD TVs for dead. Compared to LCD TVs, OLED delivers incredible contrast and over a billion colours. Combined with UHD HDR video, watching the 65OLEDC7T is more like looking out a window than watching TV. In addition to Freeview, it also has dozens of smart TV apps built-in. The icing on the smart TV cake is that it is dead easy to drive thanks to its “magic remote” which tracks hand movement to drive an on-screen pointer. http://www.lg.com/nz/oled-tvs

Belkin Express Dock HD The unfortunate trade-off with ultra-portable laptops is their lack of expandability. Plugging in an extra screen or a network cable needn’t be a mission impossible. Belkin’s Express Dock HD is a low fuss means of adding connectivity to Thunderbolt equipped laptops. It comes with three USB 3.0 ports, a Gigabit Ethernet port plus an

HDMI connection. It also adds a second 3.5mm audio out connection on its front, which handily lets you use the audio out on its back for speakers and the other in its front for headphones. It’s a goodlooking way to tame laptop cable clutter. http://www.belkin.com/au/F4U085/p/P-F4U085/ FMCG BUSINESS - AUGUST 2017

LOVE MY SUPERMARKET: HATE MY SUPERMARKET Notes from the retail front line.

W By Lew Bentley, Head of Shopper Marketing Strategy at Energi (lew.bentley@energi.co.nz).

hen you’re next in your local supermarket look around. Look at the people strolling up and down the aisles. Are they happy? Are they enjoying their shopping experience? Or are they unhappy? Do they resent being there, having to stock up and spend money? We asked a couple of hundred people in a nationwide online survey what they love and hate about their supermarket and here are the highlights of what they told us.

1. Most people enjoy supermarket shopping Seven out of 10 people either love (22%), or like (49%) supermarket shopping. Only 16% don’t like it.

2. Supermarket shopping appeals to the hunter in us The most commonly reported sources of supermarket shopping satisfaction are: • The sight of food • Variety • New products that capture your attention • Being able to explore and choose • Specials • Buying things These sources of satisfaction indicate that supermarket shopping is our modern equivalent of hunting. We take pleasure from finding and then capturing food and other goods in our trolley. We relate to supermarkets as places of exploration and discovery. We love variety and the reward of buying, particularly when it is something ‘special’. “Choosing your own fruit/veges/meat etc rather

How do you feel about supermarket shopping? Total 218 Hate 2% Dislike 14%

Love 22%

No opinion 13%

Like 49%

FMCG BUSINESS - AUGUST 2017

[ feature ] than, as in online shopping, having someone else choose for you. Also being able to change what I buy when I am there if there’s something not planned but looks more enticing.” “I can amble around, enjoy the products, except that means I always end up with things not on my list.” “To me I treat it like an excuse to get out and grab the bargains.”

3. The best categories stimulate desire The part of the supermarket that stands out by a country mile as the most preferred category is Fresh Fruit & Vegetables (22%). This is entirely in keeping with the insight in last month’s article on Sensible Food Shopping. We have a natural and ancient instinct that draws us to the sight of fresh food. Out of 35 categories measured, virtually all of the other favoured categories also play directly to our sense of either fresh or indulgent food pleasure. Packet foods, and other grocery items simply don’t create the same emotional desire.

4. We don’t like other shoppers Other people are clearly the main thing that shoppers dislike most about supermarkets. In particular, having to wait in queues at the checkout is the biggest curse. Prices are a relatively minor irritation in comparison.

5. Not a big desire to shop in other ways Despite recent innovations in shopping formats, the supermarket store is still clearly the most used, and also the way most people would prefer to buy their groceries. So, there we have it. Most people pushing trolleys around in your supermarket are having a good time. But watch out, because they are in a hunting mode, seeking out the pleasure of tantalizing foods to capture and take home with them. And the thing they hate most about the experience may be you, if you get in their way. If you’d like a copy of the full results to our survey contact me at lew.bentley@energi.co.nz.

Supermarket Loves

Shop now v Would prefer to shop Total 342

100% 80%

99% 84% Shop now

60%

Would prefer

40% 20% 0

8% 11% At a supermarket store

Online, home delivery

3% 3%

1% 2%

From a subscription service (e.g. My Food Bag)

None of these

The 12 most favourite supermarket categories Total 218

0 Fresh fruit & vegetables Fresh meat Chocolate & confectionary Snack foods Bakery Fresh seafood Coffee & tea Wine Dairy Pet food & supplies Ice cream & frozen desserts Skin & beauty

10%

15%

20%

25% 22%

9% 8% 5% 4% 4% 4% 4% 3% 3% 3% 3%

HAVING TO WAIT IN QUEUES AT THE CHECKOUT IS THE BIGGEST CURSE.” Supermarket Hates

FMCG BUSINESS - AUGUST 2017

[ fresh produce ]

Best in season

ugust will see New Zealand navel oranges and lemons in good supply while NZ Satsuma mandarins will be coming to the end of their season. Both Green and Gold kiwifruit will be available with steady supply throughout the coming months. Kumara will be in shorter supply due to the weather events earlier in the year, making it hard to replant in the water soaked soil. Carrots remain in good supply throughout August, while parsnip supplies start to dwindle by the middle of the month. Brassicas will be in good supply with prices easing from earlier months. Brassicas are packed with vitamins, minerals, and antioxidants and are often referred to as superfoods. The whole plant including leaves, flowers, stems, and roots can be eaten. Some of the most common brassicas include broccoli, Brussels sprouts, cabbage, cauliflower, swedes, and turnips.

Storage: It is important to keep parsnips in the chiller under 4Ë&#x161;C as much as possible. Also important is to keep the parsnips in their crates and their liners closed, this ensures they keep their whiteness, freshness and crispness. Parsnips will wither, loose crispness and colour out of chiller, so it is imperative to rotate displays (and display in a chiller if possible). Nutrition: A source of Niacin and both dietary fibre and Potassium.

2-3 days. Stock rotation is vital to maintain the optimal fruit quality. Nutrition: One orange provides over 100% of the daily recommended intake of Vitamin C, making them a great choice for winter.

Swedes

Broccoli Storage: Broccoli should be stored in the chiller. Stock turn is crucial, daily supply is the key. What to look for: The best quality broccoli has a dark green compact head with no yellowing. Nutrition: This vegetable contains dietary fibre, is a source of Vitamins B6, E, and A. It is also a source of Folate and good source of Vitamin C. These are all excellent selling points in the winter months to help build immunity.

Parsnips Parsnips will be in peak supply until about mid-August, after which the supply reduces. What to look for: Whiteness and good grading. 14

FMCG BUSINESS - AUGUST 2017

Swedes have a similar season and storage requirement to parsnips, they are a good price right now and are a vegetable on the rise. They will be available through to summer too - good for lighter dishes such as coleslaw. What to look for: The South Island market tends to like larger swedes, while the North Island market likes small swedes (about the size of a closed fist). Nutrition: Swedes contain dietary fibre and are a good source of Vitamin C.

Navel Oranges NZ Mid July to August marks the peak New Zealand Navel Orange season and these oranges will be at their best over the coming months. What to look for: Choose oranges that are a uniform in colour (with minimal green) and that are heavy for their size. Storage: Prior to display keep the navel oranges in chiller at 4-6Ë&#x161;C. Fruit can be displayed at retail at room temperature for

United Fresh New Zealand Incorporated support the 5+ A Day Charitable Trust. Visit www.5aday.co.nz for more fresh fruit and vegetable facts, storage information, nutrition information and recipes. 5+ A Day is also on social media: @5adaynz .

[ Buy NZ Made ]

Fresh demands in the grocery sector

f you already know what you’re having for dinner tonight, give yourself a quick pat on the back for being so organised - because it turns out almost 75% of Kiwis don’t. That simple insight is one of many that are causing suppliers and retailers to rethink the experience they’re providing and how they can better meet consumers’ changing needs, including the fact that 70% of Kiwi consumers want to know where their food originated from. It is all about transparency and making it easier for consumers to find the solutions they’re after. For example, for consumers wanting quality and value fast companies such as My Food Bag now deliver all you need for delicious home-cooked meals. Wanna-be foodies are relishing the chance to serve up restaurant-worthy food without any thought beyond ordering in advance and being home to prep it. Is there an opportunity for these companies to also clearly show the country of origin on the food items included? There’s still a very strong demand for physical stores, especially in the fresh food market. Even online retail giant Amazon has recognised this by

opening bricks-and-mortar stores and acquiring organic food chain, Whole Foods Market. So the question remains – how can stores adapt and give consumers the experience they’re after? It is great to see that some retailers have taken this as an opportunity to reinvent themselves. For example, Foodstuffs have recently launched a ‘Fresh Collective’ store in Auckland that’s focussed on readyto-go and fresh produce, including their ‘Just Cook It’ meal kits, to meet the needs of busy customers. Shoppers can see the produce being handled and prepared by instore professionals, and interact with them, effectively taking us back to the days of dealing directly with your grocer, butcher and baker, and creating that reassuring sense of transparency. Doing that doesn’t necessarily require a reinvention of any kind, just a recognition that when consumer decisions are being made faster than ever, it makes sense to provide the information they want as quickly as possible. This has led to a refresh of the New Zealand Grown trademark to enable everyone in this industry to quickly help consumers identify New Zealand Grown produce, meat and seafood.

Trina Snow Manager Buy NZ Made www.buynz.org.nz

NZ Pork encouraging Kiwis to choose Born & Raised in NZ

ew Zealand Pork has developed a new ‘trustmark’ to help Kiwis choose the pork products that have been ‘Born and Raised in New Zealand’, with new labelling in stores in July. New Zealand Pork General Manager Sonya Matthews says the new trustmark has been developed through extensive research and insight from local consumers. “Kiwis love the taste of fresh New Zealand pork, bacon and ham, and see it as a really versatile food,” says Sonya Matthews. “They also understand New Zealand has some of the best farming standards in the world – but find some of the labelling confusing when they’re shopping for local products. That’s why we’ve developed our new Born and Raised in New Zealand labels, which highlight the freshness and quality of our pork products, and the care taken in producing them. “The label also provides independent verification that the farmed pigs were cared for under the requirements set by the PigCare™ programme.” After working with retailers from across the country, Ms. Matthews says NZ Pork has provided a tailored design for their packaging needs. “NZ Pork has also put together new resources, websites promotions and activities designed to help retailers sell more born and raised in New Zealand pork.” FMCG BUSINESS - AUGUST 2017

ICE, ICE, BABY!

Discover new trends and product launches in the freezer aisle.

implot participates in Frozen Vegetables, Frozen Potato and Frozen Fish with its popular Birds Eye brand, which offers a broad range of products including: Birds Eye Golden Crunch chips; Birds Eye Deli Seasoned premium chips; and Birds Eye Oven Bake fish fillets, Fish cakes & Vegetable snacks. “The combined Frozen Vegetables & Potato category is worth $154m in Total Key Accounts, and grew by 7.4% MAT, accelerating from just 2.2% growth a year ago,” explain Julian Ng, Group Brand Manager and Janelle Jowsey, Category Manager Simplot New Zealand Ltd. They say: “The Frozen Vegetable segment grew by +9.2% over the MAT. Increased innovation news has helped to drive growth in frozen vegetables. “The entry of Birds Eye value-added frozen vegetables including Birds Eye SteamFresh and Birds Eye Seasoned Sides has added $1.1M to the frozen vegetables segment since its launch in September 2016. The total Steam segment has doubled in size over the MAT, growing to 6.4% of total frozen vegetables. “The Frozen Potato segment grew by $3.3m or +5.1% over the same period. Within Frozen Potato, Premium Chips is one of the fastest growing segments, growing by $743K or +8.3%. It now commands 14.1% share of total Frozen Potato. Simplot’s own Birds Eye Deli Seasoned Chips range continues to outperform the segment, growing by +12.7% over the same period. “The Frozen Fish category is valued at $39.5m over MAT, growing at +2.6%. This category is dominated by the Fillets Segment, which accounts for 69% share, and is growing at +7.1%. Birds Eye has a 21.7% value share of Frozen Fish and has just recently launched into premium fillets with a new range of Birds Eye Deli Fish. “Following the continued success of the Birds 16

FMCG BUSINESS - AUGUST 2017

Eye Deli Chips range (now a $2.4m sub-brand), we will continue to bring news and variety to the segment through new flavours and formats. This range has been successful in encouraging new shoppers to engage in the category and expanding the occasions for Frozen Potato to be served,” they say. According to Jowsey and Ng there is a trend towards increasing consumer demand for local provenance and authenticity in packaged food products (IRI 2017). This can be demonstrated in a number of ways: packaging; ingredient simplicity; claims and certifications; and local provenance. Additionally, premiumisation continues to be a core driver with consumers wanting more convenience and indulgent experiences from their everyday food purchases. This will drive higher dollar per unit sales for retailers, and hence accelerate category value growth, suggest Jowsey and Ng. All data IRI Scan MAT to 18/6/17

Leader – easy and delicious “At Leader, we produce quick, easy and delicious frozen convenience foods,” says Whitney Peterson, Marketing Manager. “Our vast product range can be found in the Butchery Freezer

[ frozen food ] under the brand ‘Tony’s’ (Progressive) and ‘Leader’ (Foodstuffs). We’re most widely known for our Lasagne Toppas, which are a staple in NZ family homes. Our range has expanded much further over the years consisting of Burgers, Finger Foods, Meal Solutions and Schnitzels. This month we’re launching a range of delicious bite sized snacks – the frozen product range consists of four flavours - Jalapeno Cheese, Mac & Cheese, Spicy Mexican and Broccoli & Cheese Bites - available in 500gm retail boxes. Leader’s Bites are designed to meet the growing demand for convenience snack foods – in the last 12 months, the frozen snack market has increased 23% in NZ! (Nielsen, IRI Market Overview, January 2017). “We’re constantly on the lookout for new opportunities and open for new innovative ways to bring value to our customers. We’ve noticed that consumer eating patterns are slowly changing, New Zealanders are tending to eat smaller snack based meals throughout the day, as opposed to three main meals. Our new bite range caters to this emerging trend and will add some excitement to the current frozen snack food offerings that are currently available in the retail supermarket freezer. The bites also cater to the large variety of palates with

a flavour for vegetarians, meat lovers and spicy advocates. There’s something for everyone!”

Leading category innovation Ingham’s have recently been delivering strong category and segment development through an ongoing focus of quality product innovation. With Ingham’s Tempura Nuggets a mainstay in the frozen Value Added chicken category, continuing to top the market in terms of nugget sales. “Ingham’s Tempura Chicken Nuggets are now New Zealand’s favourite selling nuggets* in the Frozen Value Sales segment,” says Jerem Wylie Ingham’s New Zealand GM Sales and Marketing.

[ frozen food ] Following on from this success and in-line with their recent rebrand, Ingham’s have just launched two new exciting additions, Ingham’s NEW “Cheese” and “Gluten Free” nuggets. Made with 100% New Zealand breast meat, they’re a perfect addition for shoppers and busy mums seeking easy and nutritious meals on the run. They are ideal for families looking for quality convenience meal options and … kids love em! “At Ingham’s we remain very committed to delivering effective and ongoing support for our customers through high quality innovation and manufacturing supply of products that reflect the needs of Kiwi shoppers,” says Wylie. *IRI MarketEdge NZ National Grocery, Value sales, MAT to 11/06/17

Southern Cross Produce

SO SWEET, FROZEN ROASTING PARSNIPS TAKE THE HUMBLE ROAST PARSNIP TO A NEW LEVEL”

A Southland-based parsnip and carrot producer has been busy in recent months, planning the release of a New Zealand-first product. Not only do Southern Cross Produce produce half of New Zealand’s parsnips in supermarkets, and supply about 80% of the country’s supermarkets with bunch carrots, their latest product offering is set to be a freezer staple for many. Under the company’s retail brand So Sweet, Frozen Roasting Parsnips take the humble roast parsnip to a new level, all while taking the hassle and fuss out of meal preparation. Pre-peeled and cut into ready-to-eat pieces, the parsnips simply need to be placed in the oven, turned once during cooking and covered in the delicious honey glaze included in the packet. Southern Cross Produce owner and manager Matthew Malcolm said he was excited to launch the new product and was confident it would resonate with the market. “No one enjoys lengthy meal prep. Our goal was to make meal prep more convenient, without compromising the quality of the product. “As families become busier and busier, the demand for quick and nutritious meals becomes more prevalent and Frozen Roasting Parsnips are the ideal remedy. They are a quick and convenient way to add variety and excitement to dinner times, and are equally delicious in salads, soups or even on their own,” he says. Making full use of Southland’s colder climate and deep, fertile soils, the handpicked sweet treats are passionately grown by the family-run business who employ 30 staff at their Woodlands farm.

I Love Pies In addition to a range of pies in the chiller, I Love Pies has a range of products in the frozen category. Dene Brosnan, General Manager, the lovely little food co, explains: “In 2015 we launched our very popular Gluten Free Angus Mince and Mozzarella pie, then later that same year our Free Range Pork 18

FMCG BUSINESS - AUGUST 2017

Sausage Rolls were launched. This product was seen as a real game-changer as it doesn’t contain any nasties and has been very positively received by consumers. We have since launched two more sausage roll varieties - Lamb and Rosemary and Spinach and Feta, which also perform really well. “Last year we launched our fruit pies - these are available in three varieties; Sweet Apple, Salted Caramel Apple and Apple Raspberry Crumble Pie. We also added another gluten free pie flavour Gluten Free Angus Steak and Rosemary. “All three dessert pies continue to perform well, along with the sausage rolls and gluten free pies. Stand-outs are the Salted Caramel Apple pie and the Spinach and Feta Veggie Rolls - but our gluten free pies continue to perform really well too. Our sales have almost tripled in the last quarter in the frozen category compared to the same period last year.” Brosnan says: “Watch this space - we have more frozen goodies, including two new exciting new sausage roll varieties to come before the end of the year, which will provide convenient and delicious solutions for consumers.” In his experience, consumers continue to look for convenient and delicious products that have high quality ingredients. “Feedback we have had from consumers is that they like the fact that we use free range pork in our sausage rolls, along with real butter and sour cream in our pastry as opposed to palm oil. None of our products contain any nasties like artificial colours, flavours or preservatives or MSG.”

Seasonal fruit available year-round Fifteen years ago, oob organic sold its first punnet of blueberries from its Omaha orchard. Fastforward to 2017, oob now produces a range of frozen foods consisting of organic fruit and ice

 Re ad y t o Ro ast

 Co n v e n i e nt an d e asy

 G ro wn i n so u t h l an d available now in freezers at selec ted sup ermarkets   So Sweet Produce

www.sosweet.co.nz

[ frozen food ] cream, distributed both locally and offshore. This September, oob organic will be the only brand to offer 100% certified organic Diced Mango in the New Zealand market. The tropical favourite will be welcomed into freezers nationwide for consumers to enjoy year-round. “Our oob crew is 100% committed to organic from start to finish, beginning with sustainable farming practices, honest ingredients and an organic certification,” says Erik Tams, Sales and Marketing Manager. A trend towards wellness and people wanting to purchase products that are portion controlled, environmentally friendly and that deliver on ease has had great impact for companies like oob. Growth in the frozen fruit category has increased by 4.9%*. This is good news for retail as there is a demand for more frozen fruit options with the broader consumer base. “Fresh seasonal fruit isn’t always an option for New Zealand. We will continue to provide consumers with only the best certified organic fruit to be enjoyed year-round, whether that’s grown and sourced locally or globally,” adds Tams. Building on their frozen fruit range, oob organic has recently welcomed 100% certified Organic Raspberries to the freezer, available in a 500g bag. To check out oob organic’s full frozen fruit range, visit www.oob.co.nz. *MAT May 2017

Innovation from Van Diermen Are you stocking the very best in premium desserts? It is said that Antonin Carême, chef patisserie to French emperors and Russian tsars, invented the first eclairs around 1820. Using choux he created an oblong delicacy for his discerning employers. Today, the Van Diermen eclairs and profiteroles are here to please both royals and commoners alike. And please they do! The need for on trend European-style desserts in the freezer department has grown significantly over the past few years. Van Diermen has answered the call with a premium range of European style eclairs and profiteroles. Ice-Land Group Ltd is the New Zealand agent for importing the Van Diermen range, delighting all who enjoy quality European desserts. Made with premium ingredients such as fresh cream and choux pastry, the Van Diermen range does not disappoint. The bite sized profiteroles and eclairs are ideal for portion control and make for a luxurious fuss-free dessert.

FMCG BUSINESS - AUGUST 2017

The Van Diermen range boasts Chocolate Dipped Profiteroles, Vanilla Cream Profiteroles, Custard Filled Eclairs, Salted Caramel Profiteroles and Gluten Free Vanilla Cream Profiteroles. The full product range is now available in leading independent food stores and supermarkets New Zealand wide. The Salted Caramel and Gluten Free Profiteroles are a new addition to the outstanding range. These two flavours were developed to meet the demand of the current foodie trends and dietary requirements ever present in the market place. If you would like further information on ranging please contact Ice-Land Group, ph 0800 423 626 or email info@ice-land.co.nz

SER!OUS Smoothies SER!OUS Smoothies was created from the desire to make healthy food more convenient. Director Samuel Rosser explains: “We wanted to create a healthy product that not only delivered on nutritional needs but also tasted great every time! And most importantly, we wanted to make it accessible to everyone. A NZ start up and launched in June 2016, SER!OUS Smoothies can now be found in over 250 NZ supermarkets nationwide. “Packed with natural fruit, nuts, seeds, vegetables and yoghurt with no added nasties, our smoothie pouches are full of all the good stuff. What you see is what you get! Taking less than a minute to make from pouch to glass, it delivers a consistent tasting, healthy smoothie every time. The only decision to make is what liquid base you want! And with two serves per pouch, it’s great value.” There are currently three flavours - Immunity, Kickstart and Fighting Fit - with two new flavours launching in time for spring - Rejuvenate and Bodyguard. Rosser says: “In this ever-increasing busy world we live in, SER!OUS Smoothies offer people a quick and healthy smoothie fix. We would love to support you in this new growing frozen category, if interested in stocking, please contact us on sales@ serioussmoothies.co.nz.”

[ frozen food ] NIELSEN DATA Total Supermarkets - CURRENT MAT to 18/06/2017 Val Sales

Val % Chg YA

$118,936,990

7.0

Frozen Meat

$22,857,051

5.6

Frozen Snack Meals

$21,421,360

4.8

Frozen Pizza

$19,266,137

5.5

Frozen Full Meals

$17,231,620

3.7

Frozen Sausage Rolls & Savouries

$16,892,066

5.2

Frozen Party Snack

$10,270,619

35.9

Frozen Meat Pies

$6,028,435

-4.1

Frozen Vegetarian

$4,966,660

16.1

Frozen Pizza Bases

$3,043

-5.6

Total Frozen Fish

$81,339,503

6.1

Frozen Other Fish

$41,740,842

7.2

Frozen Fish Fillets

$33,789,718

6.2

Frozen Fish Fingers

$5,808,943

-2.2

Total Frozen Fruit

$45,397,590

4.9

Blueberries

$16,565,244

10.7

Mixed Berries

$15,518,602

-0.4 11.2

Total Frozen Convenience Foods

Raspberries

$5,761,225

Other Fruits

$4,589,973

4.9

Strawberries

$1,074,509

46.4

$934,028

-36.8

Boysenberries Blackberries

$429,388

2.2

Blackcurrants

$393,815

-1.7

Cranberries

$130,807

-9.5

$130,309,190

6.8

Processed Chicken

$62,971,296

16.8

Pieces Chicken

$36,097,119

-1.0

Whole Chicken

$23,528,737

-5.5

Whole Turkey

$3,395,745

-0.5

Processed Other Poultry

$1,996,404

54.5

Pieces Other Poultry

$761,797

36.8

Whole Other Poultry

$241,363

1.4

$153,554,871

7.4

Total Frozen Poultry

Total Frozen Vegetables Frozen Potato Fries

$45,008,943

5.0

Frozen Mixed Vegetables

$34,503,088

15.2

Frozen Potato Specialities

$24,879,780

5.5

Frozen Peas

$18,857,053

2.2

Frozen Corn

$8,270,180

4.3

Frozen Beans

$7,918,004

9.0

Frozen Vegetables-Other Types

$7,231,546

22.4

Frozen Stir Fry Vegetables

$6,886,278

-1.1

Frozen Potato Products

$69,888,723

5.2

Total Frozen Desserts Party

$33,804,732

6.5

Frozen Dairy Desserts

$14,099,124

9.2

Frozen Pastry Desserts

$11,777,718

4.7

Frozen/Chilled Cakes

$2,062,601

23.8

Frozen Fruit Juices

$1,275,246

0.2

$231,704

-8.1

Ice Cream

$185,860,293

0.5

Ice Cream - Take Home

$100,291,812

1.7

Ice Cream - Family Packs

$78,123,647

-0.7

Ice Cream - Novelty/Singles

$7,444,834

-2.7

Ice

$4,358,338

-0.7

Cookie Batters

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 Nielsen data available at time of print. If you wish to contribute news for upcoming category reports, please contact trubanowski@intermedianz. co.nz FMCG BUSINESS - AUGUST 2017

[ category insights ]

International Flavours

id you know that Tofu was a luxury food in premodern Japan? It was an upper class delicacy until it became very popular in the mid-18th century. Fast forward to New Zealand in 2017 – and all sorts of flavours from Asia, Mexico, Italy and other corners of the world are now highly sought after in our stores, thanks mainly to our love of travelling and international cooking shows on TV, as well as our colourful, diverse mix of ethnicities.

Trident Trident is a leading brand in Asian cuisine, well-known and trusted for its Sweet Chilli sauce, shelf stable noodles and coconut milk and cream. When you take a look around the New Zealand restaurant scene you can quickly see the vast options of international cuisines now available. So it is easy to understand why there is a growing demand from New Zealand consumers for more authentic Asian products. “Trident is committed to delivering authentic Asian ingredients and products so people can enjoy enticing Asian recipes anytime,” says Marketing Manager, Jane Waddel.

FMCG BUSINESS - AUGUST 2017

The new Trident Cup Rice Noodles range is an authentic, artistic, vibrant and healthy take on cup noodles. Gluten free and low in sugar and fat, it is perfect for the health conscious consumer. Trident Rice Cup Noodles comes in three deliciously authentic flavours, Vietnamese Style Pho Chicken has a light, fragrant broth with flavours of Coriander and Basil, Vietnamese Style Pho Beef has a broth infused with the rich flavours of Basil and Soy. The heat dial is turned up with Thai style creamy Tom Yum, an authentic spicy, tangy soup made with Chilli, Spring Onion and Kaffir Lime. “As Asian cuisine evolves, we are committed to identifying the next popular flavour trends and making them more accessible,” says Waddel, “so watch this space as Trident continues to grow its Asian product range for New Zealander’s to enjoy.”

Farrah’s Farrah’s launched into the Mexican category in September 2016, bringing innovation to the category with a range of Tortillas and Spice Mixes including a Nacho Spice Mix and a Chilli Tortilla. A Fajita Spice Mix has recently been added to the range.

INTRODUCING A POINT OF DIFFERENCE TO THE CUP NOODLE SEGMENT

tridentfoods.co.nz

MADE WITH RICE NOODLES, THEY ARE PERFECT FOR G L U T E N F R E E A N D H E A LT H C O N S C I O U S C O N S U M E R S AU T H E N T I C S T R E E T- S T Y L E B R OT H S A N D R I C E N O O D L E S W I T H F L AV O U R S OF VIETNAM AND THAILAND

I N T E R E S T E D ? TA L K TO YO U R H U TC H I N S O N S S A L E S R E P R E S E N TAT I V E , T H E Y K N O W T H E I R N O O D L E S .

[ category insights ] NIELSEN DATA Total Supermarkets - CURRENT MAT to 18/06/2017

THE NEW TRIDENT CUP RICE NOODLES RANGE IS AN AUTHENTIC, ARTISTIC, VIBRANT AND HEALTHY TAKE ON CUP NOODLES.” MARKETING MANAGER, JANE WADDEL

Val Sales

Val % Chg YA

Total Cooking And Simmer Sauces

$82,338,469

6.3

Pasta Simmer Sauce

$34,414,190

10.2

Asian Simmer Sauce

$23,988,954

3.7

Tomato Paste

$9,766,053

3.0

Other Simmer Sauce

$8,729,492

-1.2

Tomato Puree

$5,439,780

13.9 5.8

Total Mexican Foods

$32,650,073

Carriers

$15,373,099

7.3

Kits

$8,823,774

-0.5

Ingredients

$8,453,200

10.4

“Since launching last year, Farrah’s have delivered incremental category value and will continue to look for ways to bring further excitement and innovation to the category,” explains National Sales Manager Casey Mason. Mason says: “There’s been a real shift in the way Mexican is being consumed at home as consumers become more familiar with the cuisine out of home. Mexican is easy to make, vibrant in colour and it’s full of flavour. For us it’s all about focusing on these key points and staying true to what Farrah’s is so well known for and that’s the premium quality of our products.” Farrah’s have three flour tortillas in Burrito, Chilli and Taco and are made the traditional way, baked over an open flame and won’t crack or split when rolled. “Farrah’s Spice Mix range includes well known flavours such as Burrito, Taco, Fajita and a category first: Nacho. All Farrah’s Spice Mixes are gluten free. The Farrah’s Mexican range have no artificial flavours or colours and the best part is that they are all made right here in New Zealand,” says Mason. www.farrahs.co.nz www.facebook.com/farrahsnz

AB International AB International Limited is among the foremost companies to offer an extensive range of products that

are being imported from India and other countries around the world, says Director Ashok Bhatia. “Following the concept of ‘Bringing Together a World of Goodness’ the company now has a wide range of products to offer. The products of AB International are commonly used by many households in New Zealand,” explains Bhatia. “From its modest beginning in 2001, AB International today has grown to be the major importer and wholesaler of some of the best brands, which are known for their quality throughout the world. The distribution network covers the whole of New Zealand. “AB International is now launching Quinoa under the famous brand of India Gate. “Some of the popular brands among Kiwis are MTR ready-to-eat meals, premixes, Rasoi Magic Premixes, India Gate Rice, Bikano Snacks, sweets and frozen products, Midas Papaddums and Chutneys, Urja premium products such as Jasmine rice, spices, edible oils, Ghee, Tea Toast Rusks, mango pulp, Pure Ceylon Tea, baked cookies, various flour ranges, Fryms, Frooti Mango Drinks, Appy (Apple Nectar), Jabson’s Peanuts and Roasted Snacks, Shan Products, Tata Salt and Priya Gold Biscuits.” Bhatia adds: “The company also distributes the famous Dabur brand cosmetics such as Vatika Henna based hair colours, oils, creams and gels; Fem herbal products; Amla Keratin shampoos and conditioners, ORS Argan & olive based products and Dermoviva sun lotions, wet wipes, Baby Olive range and Dabur Amla Hair Cleansing Milk, which is a shampoo replacement. “Other major brands imported are Hamdard Pure Almond Oils, Bajaj Almond Hair Oil, Mavana incense sticks, MEU Basil Drinks and a range of sauces, Tea4U flavoured and green teas.” “AB International believes in long term mutually beneficial partnerships with its customers and is also actively involved in community support,” says Bhatia.

FMCG BUSINESS - AUGUST 2017

GOOD GRAINS

Check out what’s trending in Rice and Pasta in NZ supermarkets.

R SUNRICE IS KNOWN FOR GROWING SOME OF THE BEST QUALITY RICE IN THE WORLD.” JENNIFER OSBORNE, SENIOR MARKETING MANAGER

ice and pasta are staples in most households and a recent ‘healthy living’ trend has seen sales of wholemeal, glutenfree and organic variants on the rise in New Zealand supermarkets. Brown rice is also in

high demand. SunRice offers a breadth of rice varietals and pack types in New Zealand, to suit consumers’ needs, the majority of which are Australian grown. The key products across the everyday rice varieties include SunRice Brown Rice, SunRice Medium Grain, SunRice Jasmine Rice and SunRice Long Grain, amongst others. Senior Marketing Manager, Jennifer Osborne, explains: “The number one rice variety in New Zealand is SunRice Medium Grain Rice, of which we are the market leader - Medium Grain is 32% volume share by varietal type, of which, SunRice is 88% by volume of this segment. “Also available are our Health and Wellbeing and Gourmet Rice ranges, which include the likes of SunRice Low GI Brown Rice and SunRice Brown Rice and Quinoa. “In addition to this, there is a wide variety of microwave variants, which are proving to be really popular with New Zealand consumers, these are available in both pouches and cups across the everyday and Health and Wellbeing ranges.” SunRice has recently launched SuperBrown Rice in New Zealand (750g rice alongside the 250g Microwave pouch) and are currently building up distribution across the country. “SuperBrown Rice is an excellent source of fibre and protein and the flavours of brown and red rice blend perfectly in salads, stir fries or with a curry,” says Osborne. “We have identified that consumers are not only becoming more aware about what they eat and ensuring it is healthy and balanced, but they also are increasingly interested about the provenance of their food. SunRice is known for growing some

FMCG BUSINESS - AUGUST 2017

of the best quality rice in the world and a majority of the SunRice Rice in New Zealand is grown just across the Tasman in Australia. “Also on the rise is natural food, which is again helping fuel our growth in New Zealand as people want to be able to easily cook nutritious wholesome food. As part of this, we have seen a growth in speciality and functional varieties such as SunRice Organic and Mountain Blend Rice,” explains Osborne.

Diamond Pasta Wilson Consumer Products markets the Diamond brand of dry pasta. Diamond is New Zealand’s oldest pasta brand and is the second largest pasta brand in New Zealand, says Susan Harvey, Marketing and Business Development Manager. She explains: “Diamond continues to perform very well, growing at 12.3% (versus category $ growth of 2.4%) and contributed 85% of the total category growth – not bad for a brand that is more than 75 years old!” “Diamond’s growth has been particularly

[ category insights ] strong in the Diamond wholemeal range with 108% growth versus last year and it is now the number one brand in the wholemeal segment. With two and half times the fibre of standard Diamond pasta, Diamond wholemeal pasta is very high in fibre. Fibre helps keep you regular and keeps you fuller for longer. The great taste and texture of Diamond pasta has been a great hit.” Diamond is still Kiwi owned and operated and is made with 100% premium durum wheat. Durum wheat is used as it has higher protein content than other types of wheat. “Diamond also has a range of gluten free pasta, making Diamond a great choice for all Kiwis,” says Harvey. What are the consumer trends in this category? Harvey says: “While key pasta types like penne and spaghetti form the bulk of pasta sales, consumers are also looking for healthier options and inspiration for everyday meals. Diamond is a Kiwi staple and trusted brand to deliver quality pasta for any occasion.”

NIELSEN DATA Total Supermarkets - CURRENT MAT to 18/06/2017 Total Pasta

Val Sales

Val % Chg YA

$40,330,617

0.9 -1.5

Short Goods

$15,614,875

Long Goods

$10,154,091

5.1

Lasagne/Cannelloni

$4,742,637

-2.5

Gluten Free

$3,492,033

6.9

Couscous

$3,330,033

-6.1

Flavoured

$1,447,332

5.5

Organic

$789,988

87.0

Egg Pasta

$473,278

-26.0

Gnocchi

$286,350

-17.0

Total Rice

$64,688,422

8.5

Instant

$16,135,897

5.8

Medium/Short

$11,763,333

7.9

Basmati

$9,604,557

1.7

Brown

$8,245,317

29.1

Jasmine

$7,494,537

17.7

Long Grain

$6,435,243

-1.8

Other

$5,009,537

6.5

Owned and Grown by Aussie Farmers Hundreds of grains. Millions of possibilities.

*Harry and Chris Morshead - SunRice Farmers

www.sunrice.com.au

FMCG BUSINESS - AUGUST 2017

[ Q&A ]

Global Presence Frucor Suntory CEO, Kevin Bowler, talks to FMCG Business about the company’s latest news and future direction.

rucor Beverages New Zealand announced recently that its company name has changed to Frucor Suntory. Frucor Suntory is a leading Australasian beverage manufacturer, a subsidiary of Tokyo Stock Exchange listed Suntory Beverage and Food Limited. Founded in Japan in 1899, Suntory is now one of the world’s most innovative food and beverage companies. Kevin Bowler joined Frucor Suntory’s team in New Zealand in 2016 with a very broad and senior business leadership experience from a diverse range of industries including consumer packaged goods, telecommunications, and media brands.

Australia and New Zealand. Suntory and its holding companies employ 38,000 people around the world.

What are the reasons for Frucor’s recent name change to Frucor Suntory?

Suntory brings global scale, ability to invest, global scientific research capability, and a real global presence. We’re still a local producer with local brands and local leaders and the agility to act quickly, so together we have the best of both worlds. It’s also great for individuals who want to expand their careers off-shore, and for Suntory people to have the option to bring their know-how to Frucor Suntory in New Zealand or Australia.

We’ve been owned by Suntory since 2009 so this was a natural evolution for us. In a sense it’s our name catching up with the way that we’ve evolved our relationship with Suntory – it really feels like we’ve moved from being owned by Suntory, to being part of Suntory. This is about wanting the name to reflect our relationship and the combined strengths of Frucor and Suntory.

How many people does Frucor Suntory employ throughout New Zealand and worldwide? We employ nearly 1000 people across 28

FMCG BUSINESS - AUGUST 2017

Please tell us about your R&D centre in Manukau. We opened our $6m world-class research and development centre in 2014. It’s an example of the investment Suntory continues to put into Frucor Suntory and is a great example of how Suntory has supported our mission to develop great-tasting low and no sugar drinks.

What does it mean for an iconic ‘Kiwi’ producer to be wholly owned by Japanese beverage and food company Suntory Group?

What is Frucor Suntory’s ‘ﬂagship’ drink brand in New Zealand these days? We launched V energy in 1997 and it’s been our flagship product ever since. It’s a great Kiwi

brand that Kiwis love. The brand goes from strength to strength through our advertising and innovation; we recently launched V Pure with only six natural ingredients and no added sugar.

What are your predictions for the FMCG industry in New Zealand for the year ahead? In beverages, we are continuing to see a shift towards better for you and functional drinks. There are trends towards premiumisation in many categories including drinks. This is playing out in juices, with fresh products like Simply Squeezed performing better than the market as a whole. Consumer needs are changing and we are changing with them.

How is Frucor Suntory responding to new consumer trends in 2017? We’re always studying consumer trends to make sure that we stay one step ahead. In 2017, we’re continuing to look for low and no sugar product opportunities alongside driving some of our strong functional brands like V energy and Gatorade.

Did you know? Frucor started in New Zealand in 1962 as part of the Apple and Pear Marketing Board.

[ what’s hot ]

Introducing Dad’s Pies Gluten Free Angus Mince Pie Dad’s Pies have launched their first Gluten Free Pie and it’s top notch. A classic flavour with a healthy twist. Made with quality lean Angus Mince and a delicious potato based pastry, this is the new ‘must have’ gluten free product that will complement the rest of your Dad’s Pies Range. For more information contact Dad’s Pies Ltd (09) 421 9027 or visit www.dadspies.co.nz

Timos Filo Pastry Parcels Timos is super excited to present filo pastry parcels. An extension of our well know filo pastry brand, we have now created a frozen product line that includes flavours such as Chicken and Mushroom, Chicken Basil Sundried Tomato and Spinach and Feta. The products are full of filling and reach a 3-4 star in the health star rating scale. For more information contact Lincoln Bakery (09) 836 2207 or sales@lincolnbakery.co.nz

SER!OUS Smoothies launch two new ﬂavours SER!OUS Smoothies are launching 2 new tasty flavours – Bodyguard & Rejuvenate. Listening to our customers we have created 2 non-banana flavours which will be available to order early September. Bodyguard: Pineapple, Blueberries, Strawberries, Raspberries and Apple. Rejuvenate: Pineapple, Avocado, Apple, Spinach and Sunflower Seeds. Email orders to sales@serioussmoothies.co.nz

Mother Earth’s NEW nut range Consumers are eating more nuts and both small and large pack sizes are in demand depending on the occasion. Mother Earth, market leader in snack nuts*, is launching a new large pack range: innovative packaging creates a fresh impact, and pack size encourages sales of Mother Earth nuts for additional occasions, e.g. sharing, entertaining and gifting. *IRI MarketEdge Total Grocery Dollar Sales MAT to 11/06/17 For more information contact 0800 80 80 88 or visit www.motherearth.co.nz

Eureka Premium Popcorn Coming to the South Island 14th August. Premium Eureka Popcorn range comes in a resealable canister. Evenly coated and round popcorn eliminates husks that are on standard popcorn products, making this snack more enjoyable. The varieties are Caramel, Original, Dark Choc and Sour Cream & Onion. RRP $4.59. Contact Rhonda 027 212 4038 or visit www.marygray.co.nz FMCG BUSINESS - AUGUST 2017

[ health & wellness ]

CATERING FOR WISE SHOPPERS

hat can New Zealand manufacturers and retailers glean from new health and wellness trends in Australia and the Asia Pacific region? IRI research is showing that shoppers are broadening their healthy eating habits and the brands taking advantage of these pockets of opportunities are realising growth. Embracing naturally nutritious ingredients, and being positioned as a ‘healthy’ alternative becomes an inspiring proposition to consumers. IRI’s Channel Insights Manager, Daniel Bone, revealed that a cultural shift towards Health and Wellness is driven by distinct consumer segments and knowing how a product resonates can unlock a multimillion dollar opportunity. Bone found that 62% of Australians surveyed on the IRI Shopper Panel say nutritional information displayed on products affect what they purchase, with over half (53%) of shoppers indicating to have changed – or plan to change – an aspect of their diet. “This behaviour suggests that growth potential can be leveraged by enticing consumers to act on their positive intentions with regards to healthy food and beverage intake – this is evidenced by brands growing rapidly who are tapping into these consumer trends,” comments Bone. Fast-growing sales of products including turmeric and sweet potato reflect how on-trend formats and ingredients allow brands to realise new growth opportunities. Turmeric with its powerful antiinflammatory and antioxidant properties is resonating with consumers, and is one of the trending hero ingredients, driving growth in Vitamins (+107% in Pharmacy) and Herbs & Spices (+63% in Supermarkets). IRI also revealed that Sweet Potato has been a ‘category disrupter’ as an inherently healthy ingredient, adding permissibility to indulgent foods such as Snacking Chips and Frozen Chips (+132%), adding $15M to the Grocery channel in Australia. To help manufacturers and retailers more effectively leverage the health and wellness trends, IRI has developed a proprietary segmentation. They say the health market consists of six consumer segments, based on their motivations, their nutrition behaviours, demographics and purchase behaviours. These segments include: • Fast & Frugal • Healthy Chic 30

FMCG BUSINESS - AUGUST 2017

• Wise & Healthy • Sensible Super Mums • Carefree Coaster • Convenient & Content.

Ageing is a global issue New research from Mintel reveals that, in 2016, over one third of global beauty and personal care (BPC) launches with anti-ageing claims were launched in the Asia Pacific region, up from 28% in 2014. This makes our region the second most active region for anti-ageing BPC innovation after Europe (40%), according to the Mintel Global New Products Database. Sharon Kwek, Senior Beauty and Personal Care Innovation and Insights Analyst at Mintel, said: “Ageing is a global issue, particularly in South Korea, Japan and China – countries that are most affected by a rapidly greying population. It makes sense that these North Asian markets are at the forefront of anti-ageing beauty within Asia Pacific. The region’s growing silver generation is opening up opportunities for beauty and personal care brands looking to capitalise on the ‘grey wave’. In Japan, beauty and personal brands are designing age-specific skincare products that are targeted towards the mature consumer, for instance.” The concept of ageing has also infiltrated the younger population, giving rise to the ‘early anti-ageing’ trend with anti-ageing beauty and personal care products that act as a preventive measure against early signs of ageing. Environmental concerns have led to the addition of new protection claims within the anti-ageing BPC space, particularly against pollution. According to Mintel, launches of anti-ageing facial skincare products with an anti-pollution claim increased from 20% in 2015 to 35% in 2016 in the Asia Pacific region. “Anti-pollution has been a hot topic of late and the possible effects of pollution on the skin’s health – such as the acceleration of ageing – are recognised by many across the world. The time is ripe for beauty and personal care brands to align with this by innovating and launching anti-ageing beauty and personal care products with protection claims,” says Kwek.

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In addition www.fmcgbusiness.co.nz is the online content library, and includes an extensive array of news items and content plus an internal search engine. FMCG Business also has a rapidly growing social media reach of 5,300+ followers courtesy of content shared through dedicated Facebook and Twitter pages.

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Total Audience 31,490+ every month (as of May 2017) To discuss print, digital and social media advertising opportunities contact Joel Bremner - 021 370 065 - jbremner@intermedianz.co.nz

[ good business ]

T&G Global trial hits the spot T&G Foods, a division of T&G Global, has signed an agreement with a viable alternative to wheat-based flour and has numerous health start-up business Green Spot Technologies to supply pomace to benefits including being gluten-free, GMO-free, dairy-free and produce fermented apple flour. vegan-friendly. It’s also high T&G Foods General Manager, in protein, dietary fibres, low Colin Lyford says T&G will in calories, fat and is a natural provide up to 150 kg per week source of prebiotics, vitamins, to Green Spot at no charge to minerals and antioxidants. support its commencement of T&G Foods produces around the trial production of fermented 10,000 tonnes of apple pomace apple flour at its East Tamaki annually from its operations in factory. “We are also working Nelson and nearly 6000 tonnes with Green Spot to help them from its plant in Hastings. identify market opportunities Pomace is produced as a byfor fermented apple flour, product from the pressing of evaluate pricing and sampling it whole apples to obtain juice – it through our sales team in both consists of seeds, stems, and New Zealand and Australia. We peel with flesh residue attached. currently work with numerous T&G will supply Green foodservice companies and Spot with up to 150kgs of bakers across both countries apple pomace per week and early interest has been over the next year with the positive,” says Lyford. product transported from Green Spot Technologies Silas Villas-Boas and Ninna Granucci with Fermented apple flour is Hawkes Bay. T&G Foods’ GM Colin Lyford.

[ profile ]

Marvellous Marketing Marketing Communications agency Marvellous Marketing is carving a niche using its principals’ experience in food and drinks. Established in late 2016 when specialist marketing and PR practitioners Kathie Bartley and Nicola McConnell joined forces, Marvellous Marketing’s first project was the Outstanding NZ Food Producer Awards. The awards, in partnership with lifestyle magazine New Zealand Life & Leisure, were judged in March this year with nine category winners announced at the end of April. As a direct result of seeing the professionalism and energy Marvellous Marketing brought to the Outstanding Producer Awards, they were approached by Intermedia and have partnered with them to create the NZ Chocolate Awards. The inaugural NZ Chocolate Awards will be judged in early September, with winners announced soon after. Marvellous Marketing co-founder Kathie says the agency is an effective way to leverage the pair’s combined years of experience working with food, drink and lifestyle brands. “Between us, we’ve learned a thing or two.It’s this knowledge that we use to help our clients’ businesses.” Nicola says, “as small business owners we know the resource constraints which all small businesses face. That’s why Marvellous Marketing works on a fixed project cost basis, allowing clients to manage costs.”

FMCG BUSINESS - AUGUST 2017

Kathie adds: “Clients deal with us. We don’t run the charm offence to win business and then when the contract dries, hand clients over to junior account executives. We value our clients’ business and work Kathie Bartley and on it ourselves.” Nicola McConnell However, that doesn’t mean they do everything themselves. Kathie and Nicola agree that one of the qualities of a successful business is knowing when to engage specialists. They have a network of experienced freelancers - event managers, content creators, website developers and graphic designers - who they work with, if required. This allows Marvellous Marketing to offer a professional, costeffective solution without the high overheads of many other agencies. www.marvellousmarketing.co.nz Kathie@marvellousmarketing.co.nz Nicola@marvellousmarketing.co.nz

[ good business ]

Australian supermarkets ban plastic bags Supermarket giant Woolworths has announced it will implement a ban on single-use plastic bags throughout its Australian stores within the next year. A statement released by Woolworths said the company wanted to contribute to efforts that reduce plastic bag usage and saw the decision as the right thing to do as one of Australia’s largest retailers. Woolworths Group CEO Brad Banducci said: “As a group we are committed to listening to our customers and also doing the right thing for the environment, and we feel this is an issue we need to take a stand on. We currently give out more than 3.2 billion lightweight plastic bags a year and hence can play a significant role in reducing overall plastic bag usage.

This commitment shows we are committed to taking our environmental and community responsibilities seriously,” he said. A new 15c bag will be introduced by the company and customers will also have access to a range of alternative shopping bag options, including thicker, reusable variations at different price points to suit consumer needs. Supermarket retailer Coles has also made a similar announcement not long after Woolworths; however there is still uncertainty as to how to this will affect convenience retailers down the line. Banning thin plastic bags and charging for thicker plastic bags is the approach that supermarket chain Aldi has taken since they first started in Australia in 2001.

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[ FGC ]

Food for thought from the Consumer Goods Forum

T Katherine Rich Chief Executive NZ Food & Grocery Council www.fgc.org.nz

embedded throughout the entire business model of he Consumer Goods Forum is the most the company. influential FMCG organisation in the world. You can see that by looking at its membership list – which contains the biggest Mobile technology names in FMCG – and checking its chief strategies: Presentations from Google, Amazon, and Harvard positioning the industry to protect against climate particularly caught my eye. Google’s Head Of change and reducing waste, promoting actions Business in Europe, the Middle East and Africa, against forced labour, promoting compliance Matt Brittin, pointed out that though most of the with good working and environmental practices, world remains unconnected to the internet, that will forming initiatives to deliver safe food, empowering change in the next few years as millions more take consumers to adopt healthier lifestyles, up mobile technology. That meant business needs to implementing global standards for the management make sure their websites are optimised for mobile of data, processes and capabilities. use because most searches today are by mobile, These make its annual conference like no other. and if a website is not optimised for mobile and is It brings together more than 1000 leaders from slow to search, consumers will give up: “After three manufacturing, retailing, and industry associations seconds, you’ve lost 53 percent of your potential from around the world to discuss customers.” the latest trends and issues, He said it’s imperative and how to adapt to an evercompanies understand how their changing consumer landscape. products appear in searches, This year, in Berlin, many and that they think about how of the global chief executives consumers see their products of NZ Food and Grocery online, i.e. does a brand turn SUSTAINABILITY Council-member companies up at all when consumers make CAN NO were present, including from basic search enquiries? Campbell’s Soup, Nestle, The Vice-President Consumer LONGER BE AN Colgate-Palmolive, Mars, CocaProducts for Amazon, Sunny AFTERTHOUGHT Cola, Heineken, and Nielsen. Jain, talked about the growth FOR COMPANIES… of their retail and delivery Also represented were some of the world’s biggest retailers business, Amazon Fresh (“we IT MUST BE – Walmart, Sainsbury’s, and are on a 10-year journey and EMBEDDED Homeplus. expansion will continue”), and They listened to many a new trial called Amazon Go, THROUGHOUT fascinating presentations and where consumers can activate THE ENTIRE discussions. Among them: their Amazon app then walk BUSINESS Simone Bagel-Trah, of Henkel into a store, select products, and AG & Co, Germany, highlighted leave without going through MODEL.” how essential innovation is to a traditional checkout – no companies wishing to maintain lines, no checkout, no registers. relevance in today’s world and the important role Every product the consumer selects is immediately that diversity has in developing this innovation charged to their Amazon account. (more than a third of their leadership positions The reality of Amazon Fresh was hit home when are filled by women). Emmanuel Faber, CEO of Daniel O’Connor of Harvard spoke about retail Danone, stressed that profit must not be the sole trends. He emphasised the need to understand motive of business, citing the disconnect from the rise of retail platforms. “You want to be on the people to their food and how this trend needed to ‘platform’, not off it, and understand how it works”. be reserved for the greater good of people and the He believes that within the next few years, many planet. Heineken CEO Jean-François van Boxmeer platforms will consolidate so there will be 25-50 explained why sustainable refrigeration was one of mega platforms that control 25% of all retail sales. the best investments companies can make for the He said the rise in online retailing will continue future of the planet – because refrigeration is one of to have a dramatic impact on major brands, the biggest producers of greenhouse gases. reminding brand owners that it doesn’t matter how There was also an inspiring panel discussion big their brand is online, it gets “just one facing” on how sustainability can no longer be an like every other product. afterthought for companies of all sizes – it must be Much food for thought.

FMCG BUSINESS - AUGUST 2017

[ legal advice ]

James Stewart is a solicitor at Steindle Williams Legal specialising in the areas of commercial law and property. www.swlegal.co.nz

THE LANDLORD MUST NOTIFY THE TENANT WITHIN A REASONABLE PERIOD OF TIME IN WRITING THAT CONSENT IS EITHER APPROVED OR WITHHELD”

Landlord consent – what are your rights?

n important process that often accompanies a sale of a business is landlord consent to the assignment of lease. Often it is taken as a given that the landlord will consent without much thought. But what are the parties’ rights and obligations when a landlord does in fact withhold consent? The provisions relating to landlord consent are contained in sections 224 to 227 of the Property Law Act 2007 (PLA). These sections provide a code for the exercise of the landlord’s discretion. As a starting point, a landlord cannot unreasonably delay consent. There is no fixed time period as to what might constitute an unreasonable delay and whether a landlord is in breach of this section will depend on the facts of each particular case. However, the landlord must notify the tenant within a reasonable period of time in writing that consent is either approved or withheld. Aside from the timing of the landlord’s decision, any decision by the landlord to withhold landlord consent must be reasonable. The PLA does not provide much guidance on what will be unreasonable but requiring an additional payment (other than standard meeting of legal fees) and imposing a condition of the consent (e.g. variation of the lease terms) are considered on their face unreasonable. Even without these issues, if a landlord refuses consent to a solvent and reputable tenant who is to operate the business consistent with the lease, then a landlord may find it hard to legitimately withhold consent. In the case of assignment, of primary concern to a bona fide landlord will be the experience and creditworthiness

FMCG BUSINESS - AUGUST 2017

of the incoming tenant and their intended use and occupation of the property. Other factors may come in to play and will depend on the reasonableness of the landlord in the overall factual context. In any event a landlord must consider their reasons for withholding consent seriously as they are obliged to provide reasons if requested by a tenant. This of course exposes their decision to immediate scrutiny by the tenant. Although it is for the tenant to show the “unreasonableness” and ultimately take legal action to enforce rights under the PLA, a tenant that refers the landlord to the PLA may persuade the landlord to be more “reasonable”. Even an assignee or sublessee can seek damages against an unreasonable landlord so the potential consequences to a landlord for unreasonably withholding consent are high. The parties cannot contract out of the aforementioned provisions of the PLA. A lease could expressly prohibit assignment, sub-leasing or change of use altogether. A concerned landlord could have an absolute prohibition on the activity requiring consent and simply waive that requirement should the need arise. Although, for locality based businesses, tenants are unlikely to be accepting of these terms as it effectively prevents a sale of their business. There are a variety of risks to the landlord in the consent process, knowledge of which arms the landlord to avoid future liability. Conversely knowledge in the tenant’s hands can provide leverage to a disgruntled tenant in the event they do not receive consent, particularly in the context of the sale of their business.

[ export ]

Very Able Bagels

ABE’S Bagel Bakery GM Wade Gillooly

package. It’s about the locus of control – integrating and growing into other markets,” says Gillooly. “We helped set up a bagel café called Smoking Gun in Sydney last year, backing two young Kiwi guys. We’re now making an authentic Montrealstyle bagel in downtown Sydney, and showcasing them to Australians along with all the topping experiences you can have with them. The longterm goal is for people to understand the bagel occasion – to enjoy them with coffee, enjoy them with friends and family – then when they’re shopping in the supermarket they can buy the ABE’S bagel and have that café experience at home. “This all helps us get deeper into the market and have a deeper understanding of our customers in the long-term – we’re recruiting new bagel consumers! That’s the purpose of the Smoking Gun bagel café. It’s about promoting bagels as a food and lifestyle choice.” Gillooly says this is one of the differences between simply exporting vs having an in-market presence. Also, Australia is a quick commute, so he sees it as an extension of their NZ market, and good for initial growth. “Our plan is to have the best bagel products in Australasia, and to grow the category in both NZ and Australia. Partnering with topping partner brands such as Philadelphia AUSTRALIA IS A cream cheese, Nutella and QUICK COMMUTE, Vegemite is helping to raise awareness.” SO HE SEES IT AS He says one of the keys to AN EXTENSION OF their success is to purely focus THEIR NZ MARKET, on bagels. It’s all about a passion and single-minded focus on AND GOOD FOR making the best bagel and best INITIAL GROWTH.” bagel crisps.

BE’S Bagel Bakery General Manager Wade Gillooly says international success is all about going deep into markets, rather than simply exporting to them. “I don’t like using the word ‘export’ – it implies you’re just putting a product in a container and forgetting about it,” says Gillooly. “Whereas what we’re trying to do – and what I think most NZ exporters are aiming for – is to have a deep, in-market presence, to understand our customer a lot better and to control our sales better.” This is part of the strategy Gillooly employs as GM of ABE’S Bagel Bakery – the company he joined after previously working at Heinz in NZ, then running Pitango in Australia. Originally he was invited to join ABE’S advisory board to help with a strategy for growth, then he got asked to execute the plan! Now leading the bagel category in New Zealand, and aiming to lead in Australia too, ABE’S has grown mainly through supermarket chains. “It’s about controlling and managing the supply chain, as well as getting the product onto shelf in the right location, at the right time. Then supporting products in market, with a really strong promotion programme and marketing support

Catherine Beard is Executive Director of ExportNZ, which serves its members via regional offices throughout the country. To find your nearest office go to www.exportnz.org.nz

TIPS AND LEARNINGS • Before developing overseas markets, you need a strong home market. Focus on building strong brand equity through having a highly differentiated product offering. Don’t be a “me too” product. This is especially important when competing against supermarket own brand products. • Have fun! “As a brand, we’re keen to have fun and vibrancy in our culture. For example, our marketing team – who are crucial to what we do – are called ‘The Colouring-In Department’ and the sales guys are known as ‘Sales Ninjas’,” says Gillooly. • Make sure your people fit your culture, and delegate so people can get on and do their jobs. A flat hierarchy and flexibility means we can make decisions quickly. I love the fact we’re all passionate about getting things done. • Have a strong strategic three-year plan that everyone is on board with. “We’re always talking about where we are relative to the plan – and that gives us focus for growth and seizing opportunities,” says Gillooly.

FMCG BUSINESS - AUGUST 2017

[ BIANZ ]

The Country of Origin Food Bill

Teghan Mear Business Development Manager Baking Industry Association of New Zealand

he Country of Origin Food Bill, known commonly as ‘The Consumers’ Right To Know Bill’; is currently in front of the Primary Production Select Committee. The intention of this Members’ Bill is to provide New Zealand manufacturers with the chance to call their products “100% New Zealand made” with the backing of the government. With a trend towards transparency, including fair trade and knowledge of food miles in recent times, a push towards knowing where food is sourced from seems a logical step. In the explanatory note the Bill is clarified as: “There is already a requirement to identify where footwear and clothing comes from, and this bill extends this requirement to fresh fruit, meat, fish, and vegetables, and other single component foods such as grains, nuts, bulk flour and oil.” There have been a number of submissions about the potential outcomes due to the ambiguities of the bill. The New Zealand Food and Grocery Council (FGC) has shared their concern in their submission to the select committee; “had the bill stuck with fresh fruit and vegetables, it could have gained widespread industry support.” The FGC also expects that, if passed into law, the bill will hit consumers in the pocket with the costs associated with label changes being recouped in product prices. The changes may also affect the importing of food goods through products not meeting the standard. An example of a product not meeting the standard, which has been found in the submissions to the select committee, is sugar. Because of New Zealand’s climate, sugar cannot be grown here, which means that Chelsea Sugar imports all of its product from sugar growing nations. In their submission to express their objection to the bill,

FMCG BUSINESS - AUGUST 2017

NZ Sugar stated: “NZ Sugar purchases sugar on the world market from multiple country origins. We do not have the capability to segregate one raw sugar cargo from another. To introduce that capability would require huge development and expenditure, costing in the many tens of millions.” In 2015, after a hepatitis outbreak in Australia from imported raspberries, Prime Minister Tony Abbot vowed to introduce compulsory labelling for country of origin of ingredients that make up at least 50% of a product. New Zealand remains one of the few countries that do not have mandatory country of origin labelling. In 2015 the Ministry of Foreign Affairs stated that “New Zealand’s position is that mandatory Country of Origin Labelling can create unjustified costs and risks while producing relatively minor or difficult-to-quantify benefits.” Whether the New Zealand government has changed its mind, will be interesting now that the submissions to the select committee are complete. Unlike New Zealand, Australia has the climate to produce a large majority of ingredients that are in their goods, including flour. Because of Australian law, Folic acid is an additive that is not from Australia, which changes the Australian made status of the product. Our counterparts in Australia have expressed their difficulties and inabilities to create an Australian made flour based product because of small amounts of imported Folic Acid. The ambiguities of the Consumer’s Right to Know Bill, along with the costs associated with this labelling, may be something that New Zealand businesses have to consider in the near future, as ‘Kiwi Made’ could potentially become an unachievable standard.

pure delish is celebrating 20 years of innovation, pushing the boundaries and providing our customers with a range of quality products we are extremely proud of. Being in business such a long time isn't due to good luck - it has been 20 years of passion, determination, hard work & focus. Some years have been challenging, some amazing and many a little bit of both. But all have been full of opportunities that we’ve seized with both hands and acted on with the utmost integrity. pure delish would not be what it is today without you and your support of us on this epic journey. In the words of the great Michael Jordan, “I didn’t come here to be average” and neither did pure delish. Here’s to the next 20!

cereals • bars • biscuits/bites • slabs • festive range www.puredelish.co.nz info@puredelish.co.nz | ph. 09 574 5701 | follow us on

[ events ]

We’re leading the search for NZ’s best chocolate makers!

he success of the country’s growing chocolate industry will be celebrated at the inaugural New Zealand Chocolate Awards, to be held in September. One chocolate maker who creates a benchmark chocolate of extraordinary quality and flavour will be named as the supreme winner.

Product entries Chocolate makers will have a month to enter their products (entries opened on 24 July on nzchocolateawards.co.nz), with the deadline for entries Wednesday 23 August. Judging will be held in Auckland on Wednesday 6 September with results announced on Monday 18 September. Many of the award-winning chocolates will be available at the Chocolate & Coffee Show on Saturday 23 and Sunday 24 September 2017 at The Cloud in Auckland. Awards organisers, Intermedia and Marvellous Marketing, said they want to shine a spotlight on the burgeoning chocolate industry, rewarding and recognising high quality producers and chocolatiers. As well as awarding accolades to the finest chocolates the Awards will serve as a quality mark for consumers, helping guide them on the country’s best. The awards include a wide range of categories that have been put together by local chocolate experts. The main focus of the awards is on chocolate crafted locally and there is also a special class for

FMCG BUSINESS - AUGUST 2017

international chocolate. Additional awards are for the best New Zealand made drinking chocolate and for the best collaborative product made using a premium chocolate brand (i.e. chocolate flavoured milk, chocolate peanut butter, chocolate chip ice cream). Special awards will be announced for the best New Zealand Artisan chocolate maker, the most creative chocolate, best packaging, best new product.

Chocolate Lovers get to vote too Chocolate lovers are being called upon to judge two categories by popular vote; New Zealand’s Favourite Chocolate brand and the café serving the country’s favourite hot chocolate. For more information or to enter visit www.nzchocolateawards.co.nz

WHY ENTER? • Brand exposure and awareness These Awards are supported by FMCG Business and Intermedia and consumer media partner NZ Lifestyle Magazine Group (NZ Life & Leisure and thisnzlife.co.nz). Marvellous Marketing are experienced publicists and will promote all finalists and winners, supported by their website, social media marketing, digital marketing and by Awards partners. • A money can’t buy quality endorsement Provide a quality endorsement to be used in marketing. Medal and Best In Class product stickers are available for use by all entrants whose products reach judging benchmarks. • Authoritative judging process Judging is conducted by an independent and experienced panel. • Chocolate & Coffee Show Award-winning chocolates will be promoted at this show.

EVENT DETAILS Saturday 23rd and Sunday 24th September 9am – 5pm, The Cloud, Queens Wharf, Auckland

OVER 8,000 CHOCOLATE AND COFFEE LOVERS WILL CONVERGE ON THE CLOUD, AUCKLAND IN JUST A FEW WEEKS! LIMITED STANDS REMAINING, BOOK NOW! Don’t miss the chance to sample, test and sell to this valuable audience of food and drinks lovers. Over 50 coffee, chocolate, cupcakes, tea, liquor, bakery and many more Kiwi businesses are already confirmed exhibitors at the show but some stands are still available. All indulgent treats are welcome! With table setups in the Artisan Marketplace from only $325.00 + GST and options in the main hall from $825.00 + GST, The Chocolate and Coffee Show offers producers and manufacturers a truly cost effective way of getting face-to-face with this captive audience.

For stand options and pricing head to www.chocolatecoffeeshow.co.nz/exhibitors

PLUS a stellar lineup of presenters in the Demo Kitchen including Julie LeClerc and Sam Mannering plus a new Barista Zone produced by the team at Barista Academy will keep the crowds entertained with workshops and masterclasses. Julie LeClerc

Sam Mannering

Mike Puru

STAKE YOUR CLAIM NOW FOR A GREAT POSITION AT THE CHOCOLATE AND COFFEE SHOW 2017

FROM ONLY $325.00 + GST in the new Artisan Marketplace through to larger 3m x 3m stands at $1800.00 + GST

To discuss bringing your brand to life at The Chocolate and Coffee Show, please contact Sam Wood swood@intermedianz.co.nz | 021 256 6351

[ events ]

5 FOOD TRENDS WORTH WATCHING Events 2017 AUGUST 1 NZ BAKELS SUPREME PIE AWARDS www.nzbakels.co.nz

couple of years ago, few would have predicted that Kombucha would be so common place, or that eating bugs would no longer be a challenge on reality TV shows, but a reality itself! Food trends are dynamic and can sometimes arrive left of field, but The Food Show brought it all together, making it the perfect place to find out what’s new in the food world. The Food Show team shared their top five food trends to look out for this year: 1 International cuisine – With increased access to foreign countries, it comes as no surprise that we are starting to open our palates up to more international flavours. This year at The Food Show you could just about eat your way around the world with exhibitors from more than 20 countries, including: Portugal, Switzerland, Samoa and many more. 2 Beer - Beer isn’t just beer anymore, it’s an art form. With the craft beer revolution well underway The Food Show decided to make a whole alley dedicated to the liquid. Brewer’s Lane was bountiful with varieties you could never even imagine! 3 Subscription services - We live in a world of convenience and thanks to the Internet we can now have nearly anything delivered to our doorstep. Think gourmet meals, unique brews from around the world, or fresh fruit and veges from the local market. 4 Pushing boundaries – Many believe that today’s society can’t be shocked – millennials are often called the most underwhelmed generation yet! But The Food Show continued to push the boundaries when it comes to quirky and unusual food. 5 Bugs - Bugs are the way of the future! They’re a great source of protein and replacing meat with our not so creepy crawly friends is set to have an incredibly positive impact on the environment. Bakeworks launched its brand new bug protein bread at the show and Primal Future offered cricket flour. The Food Show Auckland took place from 27 – 30 July 2017.

FMCG BUSINESS - AUGUST 2017

23-24 C&I EXPO Co-located with AACS Convenience Leaders Summit, AACS Peter Jowett Convenience Industry Awards Judging and AACS Gala Awards Dinner Sydney, Australia www.candiexpo.com.au 30-1 SEPT. ANUFOOD Peking, China www.anufoodchina.com

SEPTEMBER 2 GROCERY CHARITY BALL The Langham Auckland, NZ grocerycharityball.org

23-24 THE CHOCOLATE & COFFEE SHOW The Cloud, Auckland, NZ www.chocolatecoffeeshow.co.nz

OCTOBER 3-4 VEGANFACH Cologne, Germany www.veganfach.com 7-11 ANUGA Cologne, Germany www.anuga.com 28-29 Healthy Food Guide LIVE! Incorporating the Gluten Free Food & Allergy Show Pioneer Recreation & Sport Centre, Christchurch www.healthyfoodlive.co.nz/ directory/gluten-allergy-show

NOVEMBER

6-8 ASIA FRUIT LOGISTICA HongKong www.asiafruitlogistica.com

1-3 FGC CONFERENCE Wellington, NZ www.fgc.org.nz

18 NZ CHOCOLATE AWARDS Auckland, NZ www.nzchocolateawards.co.nz

25 AIR NEW ZEALAND WINE AWARDS Taradale, NZ www.airnzwineawards.com

Visit the websites and contact the event organisers for further details and updates. To have your event listed in FMCG Business email: trubanowski@intermedianz.co.nz.

[ social sphere ]

Out & About New Estate in the Waikato, Harvest at Zealong Tea . mium tea plantation pre c, ani org ed tiﬁ cer only

Zealand’s

Store Manager Nicky Bartlett and Auckland Councillor Richard Hills at the opening of the refurbished Countdown in Glenﬁeld.

Checker of the Yea th at Foodstuffs NI’s ard rs from Auckland Nor Swanson), Shanay How e The top three checke Pric Fair are Squ ). ep Kaur (Four w World Warkworth (Ne competition: Mande lack ns-B Spe pp and Jemma Kna (PAK’nSAVE Wairau),

SNAP & WIN!

Ecostore Founder Malcolm Rands and Sir John Key at The Langham Auckland’s EarthCheck Platinum Plaque celebration.

Has your team moved to new premises, or been part of a fun event, great harvest, or promotional activity? Send us your favourite snapshots to be in the draw to win a Mid-Winter Mexican Prize Pack thanks to Farrah’s! This delicious prize contains 3x New Farrah’s Fajita Spice Mix, 2x Farrah’s Burrito Tortillas, 2x Farrah’s Taco Tortillas, 2x Farrah’s Taco Spice Mix, 2x Farrah’s Chilli Tortillas, 2x Farrah’s Burrito Spice Mix, 2x Farrah’s Nacho Spice mix. Find Farrah’s Fajita Spice Mix and the rest of Farrah’s Mexican range in your supermarket nationwide.

Just email your high res image with a caption to trubanowski@intermedianz.co.nz FMCG BUSINESS - AUGUST 2017

www.theshout.co.nz August 2017

JARRED MACLACHLAN ON DEEP CREEK’S NEWEST VENTURE

CANNED BEER

■

WINE QUESTIONS ANSWERED

■

CHARDONNAY

NEW ZEALAND’S LARGEST LIQUOR AUDIENCE

SINCE 2016, CANTERBURY, NZ

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[ editorial & news ]

The buzz on beer

The Shout Editor Charlotte Cowan

EVERYONE KNOWS that craft beer has taken off in a huge way in New Zealand. Just head along to your local supermarket and there are literally hundreds of brands to choose from. So how are craft beer producers giving their brand the edge in the market? One way is the re-introduction of beer in cans. Yes, this might remind you of your Dad downing a Rheineck in front of the golf when you were a kid (ok, maybe that’s just me!), but increasingly, craft beer is popping up in a good ol’ fashioned can (stubby not included). Beer writer Neil Miller delves into why we should embrace beer-ina-can on pgs 8-9. One can-loving brewery, Deep Creek Brewing Company, has made a huge leap forward by announcing a nationwide distribution deal with Hancocks, which will see its beer stocked in supermarkets and retailers throughout New Zealand. We chat to Deep Creek’s co-founder Jarred Maclachlan about what this means for the brand on pg 5. But how much is the need for difference in the craft beer market pushing away consumers? Do people really understand the words barrel aged, piney and hazy, and does that affect which beer they choose to buy? A Nielsen U.S. study takes a look at the sales buzz on craft beer terminology on pgs 6-7. We hope you’ve checked out our brand new Instagram page where we update you on the latest liquor product releases and events - follow us @theshoutnz. And don’t forget to sign up to our fortnightly eNewsletter at www.theshout.co.nz for the up-to-date industry news and insights. Have a fabulous August!

CONTENTS August 2017 4

Industry insights

Q&A Deep Creek Brewing’s Jarred Maclachlan

The sales buzz on craft beer terminology

Can we do it? Yes we can! Beer writer Neil Miller takes a look at beer in cans

Common wine questions answered! By Sip NZ Wine’s Caro and Emily

Countdown ups wine quality

Charming chardonnay Tasting notes from Cameron Douglas MS

Hunter’s Wines win Gold in San Francisco HUNTER’S WINES have won two Gold medals at the 2017 San Francisco International Wine Competition. The 2016 Hunter’s Marlborough Sauvignon Blanc won Gold and 93 points, while the 2014 Hunter’s Marlborough Pinot Noir picked up Gold and 90 points at the wine show. Hunter’s Chief Winemaker, James Macdonald, says the awards will help enlighten American wine drinkers about the quality of New Zealand wine and Hunter’s wine in particular. “It’s a bit of a breakthrough for our wines, especially our Pinot Noir to be recognised in America, which is something of an emerging market for us,” he says. “For a long time, our bone-dry Sauvignon Blanc and elegant Pinot Noir was not always appreciated. These medals show that palates are evolving and that the future is bright for Hunter’s in the USA.” Hunter’s Managing Director, Jane Hunter, CNZM, OBE, says the awards reinforce the quality of their wine. “It’s a real credit to our winemaking team,” she says.

MANAGING DIRECTOR-PUBLISHER Dale Spencer dspencer@intermedianz.co.nz PUBLISHED BY The Intermedia Group Ltd 505 Rosebank Road, Avondale Auckland, 1026, New Zealand ph: 021 361 136

EDITOR Charlotte Cowan ccowan@intermedianz.co.nz ph: 021 774 080 SALES MANAGER Sam Wood swood@intermedianz.co.nz ph: 021 256 6351

FMCG BUSINESS: THE SHOUT - AUGUST 2017

[ industry insights ]

1000 entries expected for Brewers Guild Awards NEW ZEALAND’S biggest and best beer and cider competition will be held in Christchurch this October. The Brewers Guild of New Zealand Awards attracted a record 946 entries last year, and more than 1000 are likely this year. In 2016, the big prize - Champion Brewer - went to Tuatara Brewing, making it the only brewery to claim it twice in the Awards’ 10-year history. Tuatara went on from this success to being bought by DB in February. Champion Brewer is determined solely by a brewer’s medal tally in the judging rounds, so it too is effectively judged blind. The Big BGONZA has gone to a wide range of breweries over the years. DB brought it home in 2010, as did Lion in 2015. It has gone to large independent brewers like Tuatara, Harrington’s and Emerson’s, and to some of the smallest brewers in the country, including 8-Wired and Townshend’s. This wide scope shows the process is robust, and any brewer producing a consistently good range of beer is in with a chance. The judging panel is certainly the most experienced assembled in New Zealand. Last year we had 30 judges, including international beer and cider experts, and New Zealanders who have judged overseas. All judging is performed blind – the judges know the beer style, but

don’t know who made it. A group of five assesses each entry, because everyone has different strengths in detecting aromas and flavours. Unlike some competitions, the entries are rated entirely on their Martin Craig own merits, with no requirements Brewers Guild of to supply commercial volumes at an New Zealand www.brewersguild.org.nz agreed price. There are a lot of logistics involved in serving 1000 beers and ciders at their best, and the Guild relies on a team of volunteers to manage the back of house. Experienced bar staff look after the all the kegs and bottles, and Massey University food technology students take on stewarding duties. Entries open on 21 August and close on 8 September, and the results will be announced on 7 October. For more information, visit brewersguild.org.nz/awards. Martin Craig is a beer writer, journalist and publisher of www.Beertown.NZ

magazine

FMCG BUSINESS: THE SHOUT - AUGUST 2017

[ Q&A ]

JUMPING IN THE DEEP END

The Shout chats to Deep Creek’s Jarred Maclachlan about the brewery’s newest venture. NORTH SHORE brewery, Deep Creek Brewing Company, has signed a national distribution agreement with Hancocks, which will see its range of craft beer stocked in supermarkets and liquor retailers throughout New Zealand. We spoke to Deep Creek cofounder Jarred Maclachlan to find out what this means for the previously niche brand. What changes have been happening with Deep Creek? Our continued focus on brewing topquality beer has really started to pay off with recent wins in the New World Beer and Cider Awards, as well as the Australian International Beer Awards. We invested a lot in the equipment for testing our product as well as packaging our own with the arrival of the canning machine from the States, this has given us full control over the full process from the initial brew right through to packaging. As a result of all of this, our production has increased significantly in order to meet consumer demand. Why did you decide it was important to branch into the retail and FMCG space? New Zealand is a small market and with so many top-quality craft beers being brewed, you need to be looking at all avenues in the market. Craft beer is heading in the direction that wine has gone, with so many top-quality brews now being available to consumers in supermarkets and other retail outlets. The Gold Medal wins at the New World Beer and Cider Awards helped to expand that particular channel for us. We also want to

presence; how and where we are positioned as that can also affect sales in a positive or negative way.

be able to bring as much of our fresh beer as possible to the consumer outside of the on-premise environment.

What are the biggest challenges you face with your expansion? We face the same sorts of challenges that any small fast growing business faces. In the short term, we have the chicken and egg situation of finance required to invest in capital assets, to enable increased production, in order to bring in further revenue. The longer-term challenges relate more to the industry as a whole as the number of craft breweries in New Zealand continues to increase in a small market. This means we need to be looking at all opportunities to ensure our long term growth and sustainability and this then goes back to the short term challenge of finance.

How can supermarket sales affect a craft beer’s popularity? Supermarkets are a great outlet for both the brewery and consumer. While it can be a difficult channel to break into, once your brand/products are in and you have shelf space, it is another avenue in which your product is available to a wider audience than those who visit specialist wine/liquor/beer stores to buy product. We see the sales in supermarkets as an extension of on-premise sales, where many people get to try your product and know your brand and once they have done so, they are then able to find it again easily in a supermarket. It is important for us to constantly monitor our supermarket

What new brews (if any) do you have in the pipeline? We’ve always got new brews in the pipeline! We have our six permanent core range but outside of that we have three projects under which we brew different styles and flavour profiles which we release monthly. Lupulin Effect is our IPA project and coming soon is a Red IPA which is a big malty-style India Pale Ale. Steam Funk is our series of sour beers (such as Goses, Berliners and Saisons) and we have just released a Chocolate Raspberry Berliner which has a great flavour profile for a winter sour beer and is utterly delicious! Finally, Nero is our dark beer project and our Chocolate Chipotle Stout has just been released.

Deep Creek co-founders Paul Brown and Jarred Maclachlan

The Deep Creek range

FMCG BUSINESS: THE SHOUT - AUGUST 2017

THE SALES BUZZ ON CRAFT BEER TERMINOLOGY

Nielsen U.S. explores how craft beer ‘buzzwords’ can impact sales. BALANCED, HOPPY, juicy, floral, sour and wet-hopped. The craft beer category has enough buzzwords to confuse even the biggest enthusiast. But attaching catchy words to beer labels can be a double-edged sword. That’s because brewing companies need to know which ones offer clarity and which ones add confusion to an already crowded category and craft lexicon. After all, knowing which buzzwords resonate will help craft brewers and retailers align in ways that draw consumers in rather than cause them to scratch their heads. In simplistic terms, craft beer consumers can describe why they choose craft beer. Unique flavours (48%), high-quality ingredients (48%) and not mass-produced (33%) are factors that characterise the ‘craft’ in craft beer, according to a recent Nielsen CGA on-premise survey. And retailers and brewers have provided an ever-widening variety of flavours and styles for consumers to choose from. Concurrently, the language used to market craft beer to the consumer has also multiplied. For instance, over the past four years, the number of products labeled ‘barrel/ wood aged’ has taken off. In the offpremise realm, the number has grown from 154 products to more than 500 6

FMCG BUSINESS: THE SHOUT - AUGUST 2017

[ category insights ]

products [in the U.S.]. Over the same period, sales of ‘barrel/wood aged’ have grown by more than 27% (compound annual growth rate; CAGR). Sour styles have also bloomed, with an additional 236 sour labeled products coming to market helping to boost sales by a CAGR of 61.7%. Citrus is also big, as the number of products labeled in this realm has grown resulting in sales growth of 116%, representing more than $126 million in sales. With a wide array of buzzwords flooding the marketing of craft beer, knowing which ones consumers recognise may help retailers and brewers detect correlations between these terms and purchase influences. Despite some of the newer style and flavour trends, many of the more historic terms are fairly ingrained in the minds of most craft beer fans. For example, 70% or more are aware of conventional craft beer terms like independent, traditional, hoppy, drinkable and limited edition. Drilling down into awareness levels, there is a significant awareness gap between different age groups of craft beer drinkers. Among legal

aged U.S. regular craft beer drinkers, 21-34 yearolds are the most aware of these conventional craft beer terms, with 66% familiar with them. Comparatively, only 33% of consumers aged 65 and up are aware of them. When it comes to buzzwords, however, nothing is more important than knowing which ones drive sales. Across the consumer spectrum, ‘drinkable’, ‘independently owned’ and ‘traditional’ are more likely to influence purchase decisions, while ‘sour’. ‘funky’, ‘piney’ and ‘hazy’ are less likely to influence purchases. In a category that faces stiff competition, recognising and building on the terms that consumers are aware of and have the greatest influence at the sales register may help grow sales. And retailers and brewers should remember that not every craft beer drinker is a connoisseur. Therefore, it’s important to educate consumers and broaden their awareness rather than add to the growing list of new buzzwords out there for them to decipher. For additional beer insights, visit www.nielsen.com

KNOWING WHICH ONES CONSUMERS RECOGNISE MAY HELP RETAILERS AND BREWERS DETECT CORRELATIONS BETWEEN THESE TERMS AND PURCHASE INFLUENCES.”

FMCG BUSINESS: THE SHOUT - AUGUST 2017

CAN WE DO IT? YES WE CAN!

Hot Water Brewing Co.’s range of canned beer

Putting aside his initial preconceptions and prejudices, award-winning beer writer Neil Miller has embraced the concept of craft beer in a can. On any given day, around half the beer in his hard-working fridge will be encased in a metal jacket.

Neil Miller is an awardwinning beer writer. To contact Neil regarding beer features or samples, please email him at beerlytweeting@gmail.com 8

CANNING CRAFT beer is a relatively modern and soups. Their beer experiment was a complete development but one that is becoming rapidly disaster. Most cans leaked slowly or exploded widespread. For much of Kiwi violently from the pressure. Neither beer history, cans were generally is an admirable feature for a beer considered at the bottom of the container. The few cans which survived packaging pyramid. The conventional to be opened normally simply poured wisdom was that green bottles were beer which tasted distinctly like the tin for premium beers, clear bottles were container. It was not until 1935 that for cool sexy beers, brown bottles canned beer became a commercial and were for your dad, and cans were public success. for when you wanted to drink a lot A major breakthrough was the of beer. These are all stereotypes development of a non-responsive of course, but powerful ones which liner, which ensured the beer never explain why canned craft beer was touches the metal, thereby eliminating such a long time coming. the metallic taste which dogged early The very first beer in a can was efforts. Claims that canned beer tastes produced in 1909 by the American Singapore Airlines will ‘tinny’ is not backed by evidence. stock Garage Project beer Can Company, which had a long track Usually the culprit is something on all flights with a New record of successfully canning food unpleasant on the outside of the can Zealand connection.

FMCG BUSINESS: THE SHOUT - AUGUST 2017

[ beer feature ] and this can be avoided by pouring a my supermarkets. Back then, craft beer beer into a glass. came in bottles and kegs. Today, at the An increasing number of craft same venue, there is a wide selection brewers are turning to cans as a of craft in a can though it is fair to say a superior type of packaging. The large majority is still bottled. advantages are clear – cans are There was trailblazing work here lighter, cheaper to transport, more too. The first Kiwi canned craft beer I environmentally friendly to make, tried was from the then-tiny Sawmill easier to recycle, fully protect the beer Brewery which was based in Leigh. from damaging sunlight, and there is They started producing craft beer in a no risk of broken glass. Modern craft can almost 15 years ago. The canning cans also often just look hip. Several machine was manually operated with a prominent brewers have told me that if maximum capacity of four cans. It took they had known the value of cans when me 10 minutes to complete a four-pack setting up their brewery, they would and one of those cans later exploded have installed a canning line rather in the bus – undoubtedly operator Behemoth cans all feature than a bottling line. Churly, their ugly-but-cute error. Sawmill have largely moved back mascot. Canned beer has been embraced to bottles but do can some on a far by craft brewers such as Garage superior canning line. Project, Funk Estate, Hot Water Brewing Company, The first Kiwi brewery to use only cans – no Baylands, North End Brewing Company, Deep Creek bottles – was Hot Water Brewing Co. in the Brewing Company, Brew Moon and Behemoth picturesque Coromandel. Interviewed previously Brewing Company. The art work on Garage Project by The Shout, former brewer Dave Kurth said: “[I’m] is eclectic, Funk Estate’s style is frankly, funky, and all about cans and they are all I’m going to use”. Behemoth cans all feature Churly, their His passion started working at the ugly-but-cute mascot. now familiar Maui Brewing. “I love cans Behemoth also pioneered the use of because they are light, transportable ‘rip-top lids’ in New Zealand. In these and a good environmental choice. cans, pulling the tab takes the entire They are a better package for taking top off and allows the drinker to use beer to the things I like to do, like go to the can as a glass. It is very clever and the beach or go out fishing,” he said. has long been popular in American craft Cans have other less-obvious beer circles. I particularly enjoy giving benefits, such as being able to be someone a can without warning them served on aircraft. Singapore Airlines about the rip-top. Their surprised faces recently announced an agreement with when they fear they have ripped the Garage Project to stock their beer on all can in half warms my tiny dark heart. flights with a New Zealand connection. America led the charge towards The announcement was made to media quality canned beer. Admittedly, over a three-course dinner in the Neil’s first taste of canned most of their beers are awful but business class section of a new plane. It beer was Maui Big Swell the craft scene remains the most was a memorable event – but sadly the IPA from Hawaii. exciting and innovative in the world. plane did not take the scribes anywhere Pioneering American brewery Oskar Blues was set tropical. In fact, it never moved - but we did have to up in a basement in 1999, yet by 2004 they were go through immigration. One unlucky journalist was generally considered to be the first U.S. craft beer even ‘randomly’ selected for additional screening, to exclusively can their products. They immodestly but was admitted on board to crack a can. claim to have invented the ‘craft-beer-in-a-can-craze’ Three years and have run a series of events called ‘Burning Can’ ago I predicted in (a play on the popular Burning Man event). these pages that The first craft beer I had in a can was American 2014 could be - Maui Brewery Big Swell IPA from Hawaii. Like a ‘The Year of the number of craft breweries, they started using cans Can’. It certainly mainly for environmental reasons and to avoid was a breakout glass at events or in public places. For example, time, but the Maui Brewery canned a lot of their beers because, canned beer trend as keen surfers, they hated broken glass on the has accelerated beach. In much of Hawaii it is illegal to take bottles every year since. to the beach for this reason. I don’t see that When I picked up that first Big Swell, it was slowing down any literally the only canned craft beer on the shelves of time soon.

CANS ARE LIGHTER, CHEAPER TO TRANSPORT, MORE ENVIRONMENTALLY FRIENDLY TO MAKE, EASIER TO RECYCLE, FULLY PROTECT THE BEER FROM DAMAGING SUNLIGHT, AND THERE IS NO RISK OF BROKEN GLASS.”

North End Brewing Co.’s range

FMCG BUSINESS: THE SHOUT - AUGUST 2017

COMMON WINE QUESTIONS

ANSWERED!

So you have accidentally frozen your Rosé and you have guests coming over in 10 minutes… Can you still serve it? Sip NZ Wine co-founders Caro Jensen and Emily Camblin answer this and other common wine questions. How long does open wine really last in the fridge? Ideally, wines should be consumed before three days but, at most, five days after opening. Once a bottle of wine is opened, oxygen begins to interact with the wine, causing oxidation or ‘aging’ of the wine. Cooler temperatures help slow that interaction and allow you to enjoy your wine longer. When you begin to notice sour or ‘vinegary’ type flavours, it is time to say goodbye to that lovely bottle and introduce it into your cooking wine cabinet. Did anyone say white wine clam spaghetti?! How long can you keep an open bottle of red? This depends a bit on the type of wine that you have. The heavier and darker, more tannic wines like Cabernet Sauvignon and Syrah will last longer than a lighter Pinot Noir or Merlot. Overall rule of thumb for red wines is three to five days in a cool, dark space, wine chiller or even in the refrigerator. The heavier wines may actually taste a bit smoother after opening up the next day. Just make sure to bring your red wine back to room temperature to enjoy its full flavours and aromas. I accidentally froze my wine, is it ruined? Oops, we have all been here. A last minute guest, so you put your whites in the freezer to quickly chill it down and completely forget, 10

with the first three fingers, resting your other fingers on the base and put your swirling skills in action.

or it’s a hot summer day and the reds are just a bit too hot. Either way, don’t worry too much, wine is fairly resilient. Especially in New Zealand where screwcap is king and you don’t have to worry about a ‘pushed’ cork. Just bring the bottle back to room temperature or thaw in the fridge and drink it as soon as possible. Should I hold a wine glass by the bowl or the stem? Ideally by the stem. It’s not just proper etiquette or a snobby way to look, your body heat will actually heat the wine in the glass if you hold it by the bowl. But if you love your wine tumblers, don’t worry too much, it won’t completely ruin your wine experience. However, if you have proper wine glasses, definitely practice holding the stem, don’t think too much, and just gently hold the stem

FMCG BUSINESS: THE SHOUT - AUGUST 2017

Does the temperature at which you serve wine really matter? This question is a lot like: ‘Does the temperature of your meal matter?’. There is an ideal range of temperatures and you are sure to get more out of the tasting experience if you adhere to the guidelines, but let’s face it, we are not able to accurately gauge the ideal temperature in most situations. So it is important to go by basic ideals of temperature, i.e. chill your whites and Rosés in the fridge but don’t serve them ice-cold and make sure your reds are at room temperature but not overly hot or cold. What does ‘vintage’ mean? Vintage is the year that the grapes were grown, harvested and made into wine. For most wines you will see a year on the label and that was the year that it was produced. White wines generally should be drunk while they are still young, whereas, many red wines improve with age and can be consumed for 10 years or more. There are occasions, with sparkling wine, for example, where you will see a ‘NV’ which means non-vintage. This is when a winery will blend several years together and can’t declare one particular vintage for the wine.

[ wine feature ] the aromas and flavours. In normal terms, it allows the wine to open up, soften and show what its personality is more quickly when decanted. Wine is made up of all sorts of complex molecules and compounds, which is why each wine tastes and reacts differently. So for some wines it is best to allow the compounds in the wine to open up or ‘breathe’ by decanting it into a glass container. It can also be used to take out sediment for some wines. You can use it for both young and older wines to enhance flavour and aroma characteristics. Should you always tip a champagne glass when pouring bubbles? There have actually been studies done around this and researchers in the heart of the French Champagne region claim that the secret to keeping the most amount of bubbles in a glass is to tilt the glass slightly and let it gently slide into the glass… who knew?! What does decanting actually do to wine? Technically, decanting can separate out any sediment or aerate the wine to enhance

Can you decant white wine or just red? You would never really think about decanting a white wine, but there are quite a few that would benefit from decanting. Look for

wines that are aged or high-end white wines that tend to be a bit ‘closed’ or awkward when they are first opened but then become absolutely delicious once they have been decanted. What does wine ‘legs’ mean? The long lines of wine that slowly meander back to the base of your glass can actually tell you a lot about a wine, its body and personality! Wine legs can indicate the amount of alcohol the wine has, with higher alcohol having more legs or droplets on the sides of the glass. It can also show how sweet a wine is, by how slow it flows down the side, i.e. the sweeter a wine, the slower it will go. So put this scientific phenomenon to the test and see what you find out!

FOR MORE from Caro and Emily, check out www.sipnzwine.com - a wine and lifestyle website that celebrates everything about New Zealand wine, including wineries, makers and personalities, regions, events, bars and wine-related news.

FMCG BUSINESS: THE SHOUT - AUGUST 2017

[ wine ]

COUNTDOWN UPS WINE QUALITY Each month, a winemaker, a Master of Wine and members of the Countdown liquor team gather around a large table in Central Auckland for one purpose – to taste hundreds of bottles of wine. Why? The Shout Editor Charlotte Cowan finds out. OVER THE past 18 months there has been a massive shift in liquor in Countdown stores. You may have noticed the addition of The Cellar – a premium wine selection – popping up in stores nationwide. With 10 ‘The Cellars’ created since its launch in the Ponsonby store last year, there are another eight in the pipeline. But that’s not all. Countdown has committed to manning each of The Cellars with dedicated wine experts educated to a minimum qualification of WSET Level 3. Countdown has also changed 56% of its wine range, largely (but not solely) based on monthly wine tastings where every single bottle on the shelves (plus some new prospects) are blind-tasted and rated by an experienced winemaker and a Master of Wine.

Each wine is blind-tasted

“Last year we tried 2,100 wines over the course of the whole year,” says Paul Brannigan, Retail Category Manager for Countdown. “To put it into perspective, the Air New Zealand Wine Awards taste about 1,500 per year - so our research is extensive.” Recently the variety of the month was sparkling wine – a category of more than 200 wines – with everything from Prosecco to Cava to Champagne to blue wine (yes, blue wine) - tasted over two days. Each wine is tasted in a flight of 10 – each of a similar variety and price bracket - and given a number out of 20, 20 being the highest. Anything rated 14 and below is noted as having a fault of some description. “The main purpose is to lift quality across the board,” says Brannigan. “With any wine that has a low rating we work with the supplier to make improvements to the quality. We work closely together to see how we can assist with these changes to ensure customers are getting high-quality wines for their price.” Brannigan says the monthly blind-tastings stop wine that is tired, old or problematic being introduced into Countdown stores. “Through the process we’ve identified both high volume and boutique wines not reaching standards we like to see on our shelves - quality issues are not restricted to one area of the market,” he says. “My role is to identify the most likely production issue using the winemaker from the tasting panel

FMCG BUSINESS: THE SHOUT - AUGUST 2017

Paul Brannigan

and specifically address it with the supplier. “It can often be more than one issue, particularly in relation to freshness and balance which are at the forefront of the evaluation. If the wines do not exceed expectations, they will be highlighted to the supplier who we work closely with to life standards,” says Brannigan. As well as the tastings, Countdown’s other main measures include quality, customer preference, value, sales performance and available space, with new customer interests constantly reviewed. “Through the process we identify possible trends,” says Brannigan. “We’ve sought innovative wines and reward suppliers who work hard to create the best quality wines. So while it may seem easy, there is a lot of science behind the FMCG wine category and it takes a lot of swirling, sniffing and spitting to get there.

A great Barossan shiraz has landed in NZ!

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Lifted cherry and brooding dark fruit aromas combine seamlessly with sweet chocolate and mocha undertones. An intense, generous and full bodied wine with fine tannins and a soft, supple finish.

RRP $24.99

Contact your Giesen Group representative or phone 03 344 6270

[ tasting notes ]

Charming

chardonnay

Cameron Douglas is New Zealand’s first and only Master Sommelier. He is a Senior Lecturer at AUT University in Auckland, local and international wine judge, wine commentator and wine educator as well speaker and presenter in New Zealand and internationally. Cameron is also an examiner with the Court of Master Sommeliers Worldwide. He writes the wine lists for a variety of establishments including Merediths, Mekong Baby, Nanam Republic and Michelin Starred New York establishment The Musket Room.

Chardonnay is one of those wine styles that can polarise your wine audience easily. Out of the multitude of reasons that this happens, one of the main ones is that many wine drinkers base their judgement of Chardonnay on the last experience they had with the variety and can easily pre-judge that the next one they try is going to be just as good, or just as bad, as the last. The grape itself can be grown almost anywhere and in any soil type, yet it is the winemaker that has the most influence on the wine once the fruit is delivered to the winery. It is only possible to make decent wine from decent fruit, however, so the source material must be in good condition first. Fruit condition is heavily influenced by site, soil, growing conditions and vintage. There are in fact many different styles of Chardonnay, from lean and mineral-like, to robust, creamy and oaky. Choosing the right Chardonnay for your customer must be based on a sound discussion of what they have experienced (so far) and this will allow you to lead them to the right expression of wine for them. This is the role of front-of-house staff, especially Sommeliers and retail staff. Many of the famous styles of Chardonnay originate from France - and these are considered benchmarks

FMCG BUSINESS: THE SHOUT - AUGUST 2017

because of the influence many of these wines have had on the rest of the winemaking world. For example, Chablis and wines from the Cote d’Or (both in Burgundy) are considered amongst the best. Today, however, there are a significant number of well-made Chardonnays outside France, especially from New Zealand. Chardonnay is planted throughout New Zealand, with fine examples emerging from Northland, Auckland, Waikato, Gisborne, Hawkes Bay, the Wairarapa and all regions in the South Island. One of the more recent themes showing in some of the New Zealand examples is more engaging, intriguing aromas, then textures on the palate that grabs the attention of the taster and helps them consider the wine from more than just a taste consideration. Textures driven by acidity, such as a light mealy or fine grainy feel add complexity. Some of this comes from the use of more suspended grape solids in the ferment, and the use of more lees contact after fermentation – this (French) technique is called battonage. Longer skin contact time is also having some influence on the finished wine, adding more texture.

[ tasting notes ]

Q WAITAKI VALLEY CHARDONNAY 2016 Fragrant and softly-textured bouquet with aromas of pure peach, apricot and apple, fresh cashew nut scent of oak, quiet vanilla and gentle kitchen spice layer, very complex. On the palate - youthful, dry, oak centric for the moment - and very flavourful too, with stone fruits and citrus peel, plenty of acidity and silken texture. Well-made and a must-try wine. Drink now if decanted and through 2026. Points 94 RRP: $60.00 Distributor: Q Wine Phone: (021) 349 400 www.qwine.co.nz

ELEPHANT HILL HAWKEâ&#x20AC;&#x2122;S BAY RESERVE CHARDONNAY 2015 Distinctive and impressive bouquet led by scents of oak and ripe orchard fruits - peach and nectarine, baking spices, a touch of oak honey and natural fermentation complexity. On the palate - textures lead with a lactic, yoghurt and mealy feel then bold impact from the oak and fruit flavours reflective of the nose; plenty of acidity, oak and fruit flavours, finishing dry - a complete wine with enormous potential though quite youthful still. Drink now and through 2025.

Points 94 RRP: $49.00 Distributor: Procure Liquor Phone: (06) 872 6074 www.elephanthill.co.nz

AKARUA CENTRAL OTAGO CHARDONNAY 2016 Finely tuned and perfumed bouquet with white-fleshed stone fruits, Meyer lemon and a hint of barley sugar; a mix of new and aged oak suggestions, with fresh wood and softer brown spice moments. On the palate - lush, fresh, fruity, crisp and dry on the finish; flavours of lemon and white peach, an obvious mineral/stone layer, balanced and lengthy. A lovely example. Drink now and through 2026. Points 93 RRP: $29.99 Distributor: Hancocks Phone: (03) 445 0897 www.akarua.co.nz

ASTROLABE DURVILLEA MARLBOROUGH CHARDONNAY 2016 Lovely bouquet of Chardonnay fruit with white fleshed orchard fruits, grapefruit and lemon, crisp red apple and loads of vanilla and creamy oak aromas. On the palate youthful, firm, fruity, crisp and dry. Plenty of oak spice leads to fruit of the orchard

flavours with baked peach and apple; quite spicy overall, balanced and well made with decent length. Drink now and though 2026. Points 93 RRP: $17.00 Distributor: Astrolabe Phone: (03) 579 4136 www.astrolabewines.co.nz

WOOING TREE CENTRAL OTAGO VINTAGE CHARDONNAY 2016 Floral, mineral and fruity with aromas of stone, white peach and citrus then a fine baking spice layer of oak showing a soft vanilla moment. On the palate - dry, fresh, generous and fruity with flavours that reflect the nose, quite floral on the finish showing off the minerality; and acidity keeping the palate fresh and adding to a lengthy finish. A fine example. Drink now and through 2026. Points 92 RRP: $38.00 Distributor: Wooing Tree Phone: (03) 445 4142 www.wooingtree.co.nz

5 FMCG BUSINESS: THE SHOUT - AUGUST 2017

[ tasting notes ]

SEIFRIED NELSON CHARDONNAY 2016 Distinctive bouquet of Chardonnay with aromas of baked peach and nectarine, some yellow apple then kitchen spices of vanilla and oak spice with a mild toasty quality. On the palate - very nice! Flavours of apples and peaches accentuated with oak and baking spice layers, overall simple yet flavourful; fine creamy texture and lengthy finish. Well-made overall, drink now and through 2022. Points 90 RRP: $14.00-$18.00 Distributor: Seifried Estate Phone: (03) 544 5599 www.seifried.co.nz

THE NED CHARDONNAY 2016 Juicy, fleshy, fruity and packed with aromas of peach and apple, some cool climate Marlborough citrus moments and a cool stone mineral note. On the palate fruity, crisp, fleshy and generous of flavours; light creamy texture, flavours of apple and white peach, a touch of citrus and gentle vanilla and baking spices, mild wood spice; balanced and well made. Drink now and through 2020. Points 88 RRP: $24.99 Distributor: Lion Phone: (09) 522 9684 www.thened.co.nz

FMCG BUSINESS: THE SHOUT - AUGUST 2017

SEVEN

SIX

CHARD FARM CLOSEBURN CENTRAL OTAGO CHARDONNAY 2016 Distinctively mineral led bouquet then white peach, lemon and crisp red apple, a layer of oak with sweet vanilla adds depth. On the palate generous and engaging with flavours of lemon and grapefruit, apple and white peach, the mineral layer returns; some warming alcohol and oak spice and wood flavours work nicely together. Medium+ weight and lightly creamy; Balanced and well made with a decent finish. Points 90 RRP: $28.00 Distributor: Chard Farm Phone: (03) 442 6110 www.chardfarm.co.nz

MARISCO VINEYARDS THE KINGâ&#x20AC;&#x2122;S BASTARD CHARDONNAY 2016 A very nice package of aromas with scents of ripe citrus and white peach, soft vanilla, blossoms and cashew nut. On the palate juicy, fleshy, fruity and engaging flavours; dry on the finish. Youthful with crunchy acidity and light creamy texture; balanced and well made an easy by the glass decision. Drink now and through 2022. Points 89 RRP: $22.99 Distributor: Lion Phone: (09) 522 9684 www.marisco.co.nz

Wines are scored out of 100 points and are listed in no particular order. Numbers are not indicative of a ranking.

24-26 June 2018

ASB SHOWGROUNDS, AUCKLAND

An invitation to exhibit at Top Shelf, New Zealandâ&#x20AC;&#x2122;s only trade liquor event! The Intermedia Group is proud to annouce the return of New Zealandâ&#x20AC;&#x2122;s biggest trade liquor event for Fine Food 2018! Top Shelf is a trade liquor festival dedicated to wine, beer, spirits, craft drinks and suppliers. It will combine some of the best local and international brands in one place... and it only happens every two years!

Fine Food New Zealand

We have partnered with Fine Food New Zealand, the foremost international trade exhibition for the food retail, foodservice, FMCG and hospitality industries.

With a massive 400 square metres within Fine Food New Zealand, Top Shelf offers 29 stands dedicated to the local liquor sector to present their products to the foodservice, FMCG and hospitality trade.

In 2016:

Number of visitors

7,205

In 2018 we are also pleased to introduce The Shout Lounge takeovers for exhibitors to offer demonstrations, tastings, mixology, educational sessions or meet and greets with this very targeted hospitality audience. Limited available each day and only $395.00 + GST for an hour.

Total visitor spend

$15,604,904

With our The Shout, Hospitality Business and FMCG Business print and digital publications already leading the market, we are delighted to bring Top Shelf back in 2018! New Zealand liquor marketers are being offered a unique opportunity within Top Shelf to talk to the whole Kiwi industry in one place.

Average spend per visitor

$2,166

Expressed their overall satisfaction with the show

86%

Were likely or highly likely to recommend the show

81%

Discovered new products, services, or suppliers

87%

Were likely or highly likely to recommend products seen at the show

68%

BOOK NOW!

Connect with trade prospects. Educate and inspire your customers. Build your brand awareness. Introduce new products.

Contact Sam Wood for more information and bookings now, exhibitor numbers are limited M: 021 256 6351 E: swood@intermedianz.co.nz