CATEGORY INSIGHTS: RISE & SHINE

RISE & SHINE

What’s new and driving sales in Breakfast Foods right now?

Shoppers are increasingly reaching for new, healthy breakfast options. Look out for innovation in convenience and smoothies, as well as low sugar, allergy-friendly, keto and ‘better-for-you’ products this year.

pure delish

Key to pure delish’s success in premium breakfast for over 20 years, has been their ability to read and tap into what consumers want and what delights them, with products that not only meet those specific needs, but also taste delicious. Their portfolio delivers to what consumers desire the most: lower sugars, grain free, nutrient dense and clean ingredient labels.

2021 was no different, with the launch of their exciting new range of Local As granola’s, made from 100% NZ grown ingredients – supporting local growers and suppliers in, what has been, for many, some quite challenging market conditions. With a portion of profits going to support the amazing conservation work of the Forest Life Force Trust, protecting some of NZ’s most precious species, to the collaboration with Taranaki based up-and-coming artist Catherine Marion on the eyecatching packaging. Filling the void for what consumers want, has always been the forte of pure delish and why they have remained market leader for so long.

“Authenticity, integrity, traceability, sustainability - these are just some of the things New Zealanders are becoming more passionate about when choosing what products to spend their precious, hard-earned money on. Having a great product is no longer enough, consumers increasingly want to feel good about the products they choose, they want to feel like they are contributing in some way to the greater good,” commented Jodi Reddell, General Manager.

Ahead in 2022, pure delish have some new and exciting breakfast products launching along with a fresh new packaging look that will start rolling out in the coming months. These breakfasts are products designed with a consumers’ health and wellbeing in mind. The products have natural clean ingredients with nothing artificial, each are handcrafted by a passionate team of local bakers and taste fantastic. For more information please contact pure delish at info@puredelish.co.nz.

Harraways’ exciting new additions

Harraways is a local, privately owned oat brand, milled in the original Dunedin mill. The mill started operation in 1867 and over this 155-year journey, Harraways has supported local Otago and Southland farmers who grow the finest quality local oats found in most* of its branded bags or boxes (*excl. Organic).

Found in all good Kiwi supermarkets and health food stores, Harraways commands a marketleading 45.8% dollar share of the $25.1 million traditional bagged, oats business in New Zealand.

The company also mills private label for local customers, alongside a flourishing industrial/ B2B business whereby Harraways grains become core ingredients in other famous local food and beverage brands.

The company also exports its fine products into Pacific and other South-east Asian markets.

Harraways has market momentum with its value-added ranges - including single sachet and fortified, bagged oat mixes. For example, the total oats market has grown just 0.6% in dollars (total grocery TY vs. LY) compared to Harraways’ added value segment, growing 35.8% in dollars (source: IRI, MAT to 23/1/22).

“Our plan to tie product and range development plans to relevant, current customer drivers is working,” says Peter Cox – Harraways Marketing & Product Development Manager.

“Key drivers of relevance right now are – make it healthier, make it good value, make it local, feed my interest in new tastes and ensure each product respects the planet! These ranges do exactly those things,” says Cox.

2022 sees three exciting new additions: Less Sugar Strawberry Cream 7-pack Oat Sachets, Less Sugar Raspberry Coconut Oats 850g Bag, Immunity Boost Blackcurrant & Spiced Apple Oats 850g Bag. All are now ranged and available at all good supermarkets throughout New Zealand from April 1st. For more information contact info@harraways.co.nz , ph (03) 488 3073, or www.harraways.co.nz .

BeMighty Granola

Launched in October 2020, BeMighty Granola – breakfast for the mighty – continues to be another great Hubbards success story!

Impactful packaging, great flavours and an affordable price point, have all contributed to making this granola a star in its category says Amanda Howe, Marketing Manager for Hubbards.

“Consumers are seeking tasty and affordable breakfast options, but don’t want to compromise on health benefits. And recently, our packaging was recognised by World Brand Design Agency and awarded Gold.

"The BeMighty range all deliver more than 23% of your daily fibre intake and less than 3.8g of sugar per serve."

“Granola continues to drive Total Muesli across Total Supermarkets. The continued growth in Granola is driven by Hubbards Granola and in particular BeMighty, with Total Hubbards Granola dollar sales +51.0% vs Total Granola +10.6% in latest MAT 16/01/22,” explains Howe.

Charged with developing two more new BeMighty flavours was Aaron Garza, Product Development Technologist. He says: “Coming up with flavours is always the fun part of every project, that’s the creative side I enjoy the most from the whole Product Development Process. I always try to come up with different flavours to please different taste buds, so I have developed one with fruits and one without fruit for non-fruit lovers like me. Blueberry & Seeds and Salted Maple & Cashew are sure to make their mark.”

“The phenomenal and continued growth in sales and distribution since launch has enabled the two new skus to be accepted as incremental to the range – we now have five exciting, tasty BeMighty granolas to offer shoppers. We are incredibly proud of our great innovation team who continue to develop fabulous tasting products. More to come in 2022!”

For more information contact sales@hubbards.co.nz , ph 0800 462 735 or www.hubbards.co.nz .

Blue Frog

Blue Frog Founder Scott Baragwanath told FMCG Business: “Here at Blue Frog, we’re nuts about breakfast, health and most of all, taste – so it’s no wonder we grew more than 50% last year! Even though we have now established ourselves here in NZ as a firm crowd favourite, we aren’t slowing down.

“With the demand for keto diets only continuing to grow (Keto F&B sales are up 79% YOY and 85% of Kiwis are following some sort of diet), we thought it was about time we shared our long-awaited creation - something to fulfil those keto dreams.

“Introducing our new Keto Almond, Peanut and Raspberry offering – boasting 88% nuts and seeds, just 0.9gm sugar per serve (the lowest Keto cereal in Australasia), 4gms of carbohydrate per serve AND it’s grain free and gluten free.

“This is undoubtedly putting our best foot forward, basing the recipe on our award-winning Macadamia recipe that’s the number one selling super premium cereal after just one year*. We’ve roasted our peanuts not once, but twice, and added crunchy almonds and all manner of crispy seeds. With a sprinkling of the best freeze-dried, New Zealand grown raspberries from our friends at Little Beauties in Nelson and a generous splash of pure Heilala Vanilla, you’ll be hard pressed not to fall in love.

“For breakfast or as a snack on its own, it’s the perfect accompaniment to anyone’s day. So get this one on your sites and shelves today and see for yourself the magic we can bring,” says Baragwanath.

*ROS in top 20 FS stores.

For any enquiries/samples or to place an order, please email sales@bluefrogbreakfast.co.nz

The FMCG Business team endeavours to produce a monthly snapshot of category news and highlights, based on information from participating clients, plus a table of the freshest data available at time of print. If you wish to contribute news for upcoming category reports, please contact trubanowski@intermedianz.co.nz