FMCG May 2011

Help us to make a difference

www.purex.co.nz

P u r e x C o v e r F M C G . p d f P a g e 1 2 0 / 0 4 / 1 1 , 4 : 2 1 P M

THE BUSINESS OF MANUFACTURING LOGISTICS SUPERMARKETING

MAY 2011 VoluMe 17 No 4 $9.15

INCORPORATING

F M C G . C O . N z F O O d N E w S . C O . N z

942

1902

2510

16

We care about giving the best we

can to our families

We care about peoplein our communities

We care about our environment

www.purex.co.nz

Show you care and drive sales by choosing Purex

Certified by the Forest Stewardship Council (FSC)

Certified by Environmental Choice NZ (ECNZ)

Achieved a smaller environment footprint at our Kawerau plant

Help us tomake a

difference

Exciting new product range

New hypo-allergenic range - supporting Allergy New Zealand Cares for sensitive skin and

the environment Only hypo-allergenic product in mid segment Leverages growing segment

No inks, dyes or perfumes

New dcor prints ran

ge

- unique and different

Wider choice with 4

contemporary prints

Highly appealing to

adults

Prints segment is 1/3

of the

total Toilet Tissue

New mega-long 6s - New Zealands longest roll 500 sheets per roll means

changing less often 21% less packaging and 12% less

landfill waste compared to regular rolls

Builds on success of mega-long 4s, the No 1 SKU in growing segment

Distinctivenew pack design Com

mitment to

the brand and

the category

Source: Aztec Total Key Accounts Toilet Tissue market data

Purex, care that makes a difference.

Source: TLE Research 2010

Consumers feel that our philosophy

on caring is appealing and meaningful

rolly

Leverages growing

P u r e x D P S _ r e p l a c e mn t . p d f P a g e 1 2 8 / 0 4 / 1 1 , 3 : 0 1 P M

50

OUR COVER Purex is embarking on a

significant re-launch campaign with a new genuine and

engaging brand philosophy.

46

6 Editors note8 Industry news13 Subscription form17 FMCG online28 Whats hot

Features18 A new aisle in town?

Demand for allergy-friendly products is at an all-time high

44 Product recalls Expert legal advice from Hudson Gavin Martin

46 The luckiest bees in the world

Category checks22 Spreads32 Oils38 Patent Medicines

Regulars12 Fresh and local

In season

14 Deli counter Adding panache to winter meals

15 cont

ents

MA

y 2

011

60

62

62

cont

ents

MA

y 2

011

15 Retail Meat Retail Meat NZ conference highlights

16 FGC Focus on food safety not politics

37 GS1 Synchronised thinking

42 Nargon Welcome changes

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

64 Snap Spotted out and about

65 Diary Your guide to upcoming industry events

48 Feature Perfect pies

55 Industry news56 Nargon

Tough times ahead

57 Directory

58 Feature Yealands Estate evolves

61 Industry news

Breadth of Range ensures wide consumer choice

Freezer Presence packaging and branding that displays effectively in any freezer environment

Quality 100% New Zealand premium chicken meat delivering popular consumer appeal

Retail Support signifi cant and ongoing marketing support

For more information about Inghams Red Box range call Inghams sales department on 0508 800 785.

Taste the success of the Ingham Red Box range, driving strong and profi table growth in the frozen chicken category.

BBreadth of Rangereadth of Range

Freezer Presencedisplays effectively in any freezer environment

Quality 100%meat delivering popular consumer appeal

Retail Supportmarketing support

For more information about Inghams Red Box range call Inghams sales department on

TTaste the success of the Ingham Red Box range, aste the success of the Ingham Red Box range, driving strong and profi table growth in the frozen chicken category.

ACU_ING_10172

Print PR

Brilliant ranging, made easy

TV

ACU_ING_10172_FMCG_FP.indd 1 18/04/11 3:39 PM

editor s note

Incorporating

Serving the business of manufacturing, logistics and supermarketing

ISSN: 1175-8279 (Print), 1179-8718 (Online).

Mediaweb LimitedPO Box 5544Wellesley Street, Auckland 1141Phone 09-845 5114Fax 09-845 5116www.mediaweb.co.nz

PublisherUsed on a white background

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Official b2b magazine for the Gluten Free Food & Allergy Shows.Media sponsor: Pride in Print Awards.

The opinions and material published in FMCG are not necessarily those of the publisher except where specifically stated.

2011 Mediaweb Limited.

tamara rubanowski editor [email protected]

Juleigh buchan account manager Ph: 09-529 3000, Mob: 021 140 3456 [email protected]

Peter corcoran account manager Mob: 021 272 7227 [email protected]

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[email protected] 09-845 5114$90.00 a year (incl GST) for 11 issuesAustralia $150.00Rest of the world $190.00

Printing & Pre-PressBenefitz

Vol 17 no 4 may 2011 issn 1175-8279

Eating at home a familiar trend returnsJust when some positive economic reports and improving consumer confidence news were emerging earlier this year, a number of natural disasters and the ongoing po-litical unrest in the oil-rich Middle East region took a toll on fuel prices.

This will have a direct effect on con-sumer spending power again, shifting consumers back to shopping for value until prices subside.

The increasing prices for fuel and many other items are putting financial pressure on New Zealanders who will be forced to make hard choices about how to spend their money. Wages are not keeping pace with inflation, which means consumers will need to dig deeper to pay for every-day items.

To adapt to this situation, retailers and advertisers need to explore the opportu-nities to convert the likely decline in out-of-home eating and entertainment into spending for at-home options.

What are you doing to actively engage shoppers on this front? Are you considering promotions and messages that reflect the benefits of home-cooking and the enjoyment of sharing meals with family and friends?

NARGON executive director, Trina

Snow, confirms there has been an upsurge of interest in old-fashioned cookery, in-cluding baking, slow cooking and using cheaper cuts of meats.

In this issue we look at some basic pantry staples such as oils and spreads, talk to key players in the pie industry and ex-amine new trends in the over-the-counter patent medicines category.

With the onset of colder weather comes a demand for cold and flu remedies, painkillers and immune-boosting vitamins and supplements. Keeping healthy is top of mind in winter and this will affect food choices as consumers look for warming soups, fortified products and vitamin-laden fruit and vegetables.

Produce managers and store managers are being asked more questions than ever about the foods we sell, as shoppers seek more in-formation and healthy eating advice.

Has your team got all the information they need to meet consumers demands?

Look out for regular updates on www.fmcg.co.nz and on www.foodnews.co.nz, our free e-news service for all FMCG subscribers. Plus if you subscribe this month you will be in the draw to win a case of sparkling Sauvignon Blanc!

Tamara [email protected]

MUS0264_275x210_FMCG_April_2011_V1_PATHS.indd 1 14/4/11 4:38:06 PM

news

8 FMCG May 2011

Food prices on the rise

Lucky ticket soLd at new worLd

Food prices rose 0.3% in March 2011, after a relatively flat (up

0.1%) February 2011 month, according to Statistics New Zealand.

Food prices in March were up 5.5% on a year earlier. This

included a 2.2% increase in October 2010, when goods and

services tax rose.

The meat, poultry, and fish subgroup had the largest impact

on food prices in March, rising 1.5%. This was influenced by

price rises for beef (up 3.8%), processed meat (up 1.4%), and

lamb (up 3%).

Grocery food prices rose 0.4% in March 2011, with higher

prices for bread (up 4.6%) and cakes and biscuits (up 4.3%).

Bread prices are now 2.4% higher than when they previously

peaked, in May 2009, Statistics NZ prices manager Chris Pike

said.

Fresh milk prices fell slightly (down 0.2%) in March, down from

their peak in February. Supermarket chains announced in

February that prices would not increase for the rest of 2011.

The only subgroup providing a downward contribution to

food prices in March was the fruit and vegetables subgroup

(down 1.6%). This was influenced by seasonal price falls for

apples (down 25.4%), potatoes (down 10.8%), and grapes

(down 29.8%). l

One of two $17.7 million Powerball prizes was claimed on April

11 by a married couple, who wish to remain anonymous. They

bought their Lotto Powerball ticket at Dannevirke New Worlds

Lotto counter and said: We have never won anything before,

so this win is just magic, but very hard to take in.

The pair, who have children, were shocked by their win. They

said: It didnt seem real, we had been joking all Saturday about

what we would do if we won, and now we actually have. Now

all those things we talked about doing are actually possible,

like buying a business so we dont have to work for anyone any

more, looking after the kids futures, helping out family and

charities and taking off on some overseas trips. This will set us

up for life.

They kept the winning ticket in the drawer of the bedside

cabinet, before they officially claimed their win.

We drove a while to another town, hoping that no one would

recognise us, they said.

It was just chance that they made the purchase at New World

Dannevirke.

We like to think that small towns are luckier though.

The couple said they were looking forward to getting some

sleep.

We didnt sleep a wink all Saturday night. We just kept tossing

and turning as we couldnt believe that we had won.

They both said they would go to work on the Monday after

their big win.

All of Dannevirke is making wild guesses about who in town

might be the family that won the big prize.

New World owner-operator Garry Hasler said the town was

buzzing with rumours in the days after the win about whether

they were locals or not.

The record $35 million Powerball jackpot was split between two

winners, who each take home $17.6 million and a further $111,111

for claiming first division. The other winning ticket was bought

in Hamilton.

Hasler said his New World store had never sold a winning ticket

that big. The largest was a $100,000 Winning Wheel earlier in the

year.

My congratulations to the winners. Its awesome for them

and for us to be part of the excitement. Any good news for

Dannevirke is welcome, he said.

We dont know which of our staff sold the winning ticket but

all of the seven who work the counter are naturally keen to

claim responsibility. l

Dannevirke New World owner-operator Garry Hasler and Lotto staff member Elinor Hughes at the counter where a winning Powerball ticket was sold for the big jackpot draw on April 9. Photograph courtesy of Hawkes Bay Today.

news

May 2011 FMCG 9

Greenstone to GiFt Laptops to christchurch community

new ceo For wooLworths

Greenstone Energy is gifting 68 refurbished laptop

computers to worthy recipients in Christchurch, and is

inviting applications for the laptops through the companys

Facebook site.

Greenstone is the New Zealand company which acquired

Shells New Zealand retail and distribution business in April

2010, making Greenstone the countrys largest Kiwi-owned

fuel retailer.

Greenstones business technology and transformation

manager David Scott said customers had been supportive

of a new Kiwi company and Greenstone was committed to

giving back to New Zealand communities.

Were not what people expect from a traditional fuel

company. Were here to do things differently and were here

to make a positive contribution to New Zealand.

As part of upgrading our office systems, we have 68 laptops

that were making available to Christchurch folk who can put

them to good use.

All people have to do is go to our Facebook page at www.

facebook.com/greenstoneenergy and tell us why they

need these machines and how they can be used to benefit

Christchurch.

Applications will be judged by Greenstone staff and

applications close Tuesday 31 May.

Greenstone has partnered with both Remarkit and Microsoft,

which have ensured the computers are ready to use, with

up-to-date and licensed software.

Scott said the initiative was a simple but effective way to

contribute to the recovery of the Christchurch community.

We are deeply saddened with what has happened

in Christchurch. Were grateful for the support weve

been given as a new Kiwi company from the people of

Christchurch and wanted to use this as an opportunity to

give something back.

We hope that the people of Christchurch can put these

computers to good use for the benefit of the community,

he said. l

Woolworths chief executive Michael Luscombe will retire from

Australias largest retailer at the end of September.

Luscombe will step down after five years as chief executive of

Woolworths to be replaced by Grant OBrien (pictured), the

companys chief operating officer for food and petrol.

OBrien, who has been at Woolworths for 24 years, said that

he was honoured by the appointment. I see myself as being

very much an example of everything Woolworths stands for

today, in terms of having a strong supermarket grounding but

with a diversity of experience across our broader portfolio of

businesses, OBrien said.

Woolworths chairman James Strong said that OBrien was a

highly capable successor with a wealth of experience across

the company. It is especially pleasing to appoint our 12th ceo

from within the ranks of the company, Strong said.

However, OBrien takes the helm at a challenging

time for Woolworths. The companys sales have

come under pressure from a constricting

consumer environment and the

resurgence of its closest rival Coles,

which has started to reap the benefits

of a turnaround process.

In January, Woolworths slashed its

forecast for annual earnings growth

from a range of 8%-11% to 5%-8%.

OBrien will take up the posts of

deputy ceo and ceo-designate

immediately, working closely with

Luscombe until he takes over the reins

on 1 October. l

news

10 FMCG May 2011

sweet discovery

countdown coLombo street reopensCountdown Colombo Street opened on Wednesday 13 April

2011 and is back to normal trading hours, after an extensive

clean-up job following the Christchurch earthquake on

February 22.

The supermarket did not suffer any structural damage from

the earthquake, but an electrical fire broke out that night and

the entire store was affected by water damage.

Countdowns chief operating officer Dave Chambers said it has

been a long wait for employees and customers while extensive

recovery work took place.

We essentially had to strip the entire store and start again,

Chambers said.

Our Colombo St team members and other Countdown team

members have been involved right throughout the clean-up

process, working hard to ensure we could open again as soon

as possible for the local community.

Chambers said the store was able to recover some of the

stock to donate to the SPCA and the Salvation Army.

The good news is that Countdown Colombo St is now

looking very sharp and ready to serve our customers, with new

fixtures and fully restocked shelves.

Countdown Colombo St employs 140 team members and will

resume normal trading hours of 8am-10pm.

Were pleased our team members have been able to return to

work as expected, Chambers said.

He added that Countdown was committed to providing

employment for its Christchurch employees.

We have been able to maintain employment for all 2250 of

our employees in the Canterbury region despite having three

stores closed and hundreds of employees unable to work in

their regular stores.

Countdown is collecting donations for the Salvation Army

Canterbury Earthquake Appeal in all Countdown, Woolworths,

Foodtown, SuperValue & FreshChoice stores nationwide. Over

$500,000 has been donated by customers and employees

across New Zealand so far. In addition, Woolworths in Australia

has collected over NZ$900,000 across all Woolworths

supermarkets and Dick Smith stores in Australia. l

University of Rhode Island researcher Navindra Seeram has

discovered 34 new beneficial compounds in pure maple syrup

and confirmed that 20 compounds, discovered last year in

preliminary research, play a key role in human health.

The assistant pharmacy professor says that his team has

now isolated and identified 54 beneficial compounds in pure

maple syrup from Quebec, five of which have never been

seen in nature.

I continue to say that nature is the best chemist, and that

maple syrup is becoming a champion food when it comes to

the number and variety of beneficial compounds found in it,

Seeram said.

In our laboratory research we found that several of these

compounds possess anti-oxidant and anti-inflammatory

properties, which have been shown to fight cancer, diabetes

and bacterial illnesses.

These discoveries of new molecules from

nature can also provide chemists with leads

that could prompt synthesis of medications

that could be used to fight serious diseases,

Seeram said.

We know that the compounds are

anti-inflammatory agents and that

inflammation has been implicated in several

chronic diseases, such as heart disease,

diabetes, certain types of cancers and

neurodegenerative diseases, such as Alzheimers, Seeram said.

As part of his diabetes research, Seeram has collaborated with

Chong Lee, professor of nutrition and food sciences in URIs

College of the Environment and Life Sciences. The scientists

found that maple syrup phenolics inhibit two carbohydrate

hydrolysing enzymes that are relevant to type 2 diabetes

management.

The irony of finding a potential anti-diabetes compound in

a sweetener is not lost on Seeram. Not all sweeteners are

created equal, he said.

Investing in maple syrup knowledge and innovation will

bring the products to another level in a few years, said Serge

Beaulieu, president of the Federation of Quebec Maple Syrup

Producers and member of the Canadian Maple Industry

Advisory Committee.

Seeram and Lees work on diabetes and maple syrup will

be published in an upcoming edition of the Journal of

Functional Foods.

While we have a wide variety of fruits and vegetables in

our food chain, maple syrup is the single largest consumed

food product that is entirely obtained from the sap of trees,

Seeram said.

Seeram is not suggesting that people consume large quantities

of maple syrup, but that if they are going to use a sweetener

on their pancakes, they should choose pure maple syrup and

not the commercial products with high fructose corn syrup. l

news

May 2011 FMCG 11

purex, care that makes a diFFerence

Launch oF 100% pLant-based pet bottLe in 2012?

In May 2011 Purex New

Zealands leading toilet

tissue brand is embarking

on a significant re-launch

campaign with a new

genuine and engaging

brand philosophy. This new

philosophy is meaningfully

appealing to consumers* and

challenges current consumer

purchase behaviour in the

Toilet Tissue category.

Caring for others and the environment is at the heart of the

new Care that makes a difference Purex brand campaign.

Caring begins at home, connects us with our neighbours and our

communities making our country and the world a better place.

For over 50 years Purex has truly cared about Kiwi families,

providing a toilet tissue thats soft, thick and strong, making it

New Zealands most trusted brand. Rolly, the brand icon since

1991 is now a much loved Kiwi icon and integral part of the

Purex brand.

Purex is stepping up its community

support with an on-going partnership with

New Zealand Red Cross. Purex is the sole

sponsor of the Red Cross Annual Appeal

and is working with them to help build

stronger communities and care for fellow

Kiwis when help is needed.

The new Purex range features three

significant environmental achievements.

The new range is certified by the Forest

Stewardship Council (FSC) meaning all the pulp used is accredited as sourced

from responsibly managed forests. The range also features

Environmental Choice NZ (ECNZ) certification which Purex

has had on pack since October 2007 meaning certified best

practices have been used in the production of Purex to reduce

the impact on the environment. Purex is also

doing its bit to reduce its environmental

footprint by harnessing sustainable

geothermal steam at the Kawerau site

vs natural gas to achieve a 39%

reduction in carbon emissions**.

PepsiCo has announced that it has developed what it says is

the worlds first PET plastic bottle made entirely from plant-

based, fully-renewable resources, enabling the company to

manufacture a beverage container with a significantly reduced

carbon footprint.

Made entirely from bio-based raw materials, the green bottle

mimics the properties of PET and is fully recyclable.

PepsiCos green bottle is made from bio-based raw materials,

including switchgrass, pine bark, and corn husks. In the future

the company expects to broaden the renewable sources used

to create the bottle to include orange peels, potato peels, oat

hulls, and other agricultural byproducts from its foods business.

This breakthrough innovation is a transformational

development for PepsiCo and the beverage industry, and a

direct result of our commitment to research and development,

says PepsiCo chairman and ceo Indra Nooyi.

PepsiCo is in a unique position, as one of the worlds largest

food and beverage businesses, to ultimately source agricultural

byproducts from our foods business to manufacture a more

environmentally preferable bottle for our beverages business.

Combining biological and chemical processes, PepsiCo has

identified methods to create a molecular structure that is

identical to petroleum-based PET, which results in a bottle

that the company says looks, feels, and protects its product

identically to existing PET beverage containers.

PepsiCo will pilot production of the new bottle in 2012. Upon

successful completion of the pilot, the company intends to

move directly to full-scale commercialisation.. l

*TLE Research 2010 ** Based on Corporate Greenhouse Gas Reporting Data and Methods, 2008. New Zealand Ministry of Environment, Scope 1 and 2 emissions.

a d v e r t o r i a l

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

FISHInshore species will slow down as we

move into early winter.

Groper (Hapuku) is a good fish. It is a

good time for Hapuku but it is very

expensive all the time.

Tarakihi, that staple of the industrys

main season, is slowing and finishes

in June, but there will always be some

around.

Mullet is a beautiful fat fish, still

plentiful and at a great price. There

will be lots around until mid winter.

Gurnard is always available; a lovely

fish you cant afford to ignore.

Again this month trevally and kahawai

are in good nick and are greatly

underrated inexpensive fish species.

Flounder will get scarcer this month.

Tuna quality is still good and the

southern bluefin season is on, but we

will not see much of this fish the

best of the tuna species as it is

worth too much to the export trade.

The southern blue cod season is away

so we should see a lot more in the

marketplace from now on.

Warehou is another southern species.

The main season is starting and the

price is always reasonable.

MEATPrice wise, none of the news is good

news. All the hoofed animals are in

fine condition, but the schedules

have continued to rise.

BeefLocal trade schedule prices have led

the export schedules at between

$4.30-$4.60/kg.

Local trade prices for beef are $1.00-

$1.11/kg ahead of last year.

Prices for prime steers at sale yards

are frightening at over $300 higher

than during the same period last year.

And dairy farmers have also seen a

big lift on their cull cows values, with

prices rising by nearly $250 per head

on last year.

LambNot good either. Big changes are being

seen in lamb and mutton prices. Sheep

meats are well ahead of Beef + Lamb

New Zealands early season forecasts.

April lamb markets remained firm and

with the onset of autumn and winter,

processing numbers are finally see-

ing most plants reach full capacity, but

schedules have continued to rise and

with some companies continually an-

nouncing weekly processing premiums,

prices will just firm further. So the trend

is rising and at $6.30/kg average this is $2.00/kg ahead of last year.

MuttonThe ewe kill is three months ahead in

numbers compared to last year and with

stock numbers down nationally, it would

suggest very few are left to harvest.

Prices will stay strong.

Farmed VenisonNot much joy here either as schedule

prices moved up again and are now

70 cents a kg ahead of last year and

predicted to peak in the $9 range by early

spring. Prices will continue to move up

and have now reached $7.68/kg to the

farmer. With the Euro now 13% ahead of

last year this is influencing the schedule

prices, upwards.

Also production levels are 22% down,

which is helping to keep prices high. Kill

estimates for the year are well back and

are not predicted to pick up until 2012

when the increasing hind numbers are

producing.

FRUITPeaches, plums, nectarines and apricots

are finished, but all the Kiwi-grown apples

are in the market, as are pears.

Avocado quality appears to be falling off,

but feijoa quality, size and numbers are

better than last year.

All the imported

subtropical and

tropical fruit are

around.

PRIMEPip fruit, that is pears and apples, are best buying

along with the new Kiwi kiwifruit and feijoas. Lots of

other new fruit: tamarillos, Keri berries, persimmons

and quinces. Vegetables starting this month are

yams, chokos and southern parsnips, and we are still

good for red cabbage, Brussels sprouts and kumara.

Best fish for May are kahawai, piper and northern

bluefin tuna, if it doesnt all get exported and best

of all there are still some Bluff oysters!

FINISHED for the year are all our stone fruit, beans and

sweet corn.

may 2011 FMCG 13

Mangoes are in the markets and we

are seeing a lot of the Kent and Keitt

varieties (the green ones) from Mexico.

There are some very good quality

organic ones from Peru at present.

This variety seems to keep better and

bruises less easily.

New Zealand Kiwifruit are back.

All varieties of New Zealand grown mel-

on are about done. You will find some

local rock and honeydew out there

watch the quality but then there are

now the imported varieties available.

The passion fruit season is about

to finish, but New Zealands first

persimmons will arrive.

VEGETABLESMost of our New Zealand grown sum-

mer and autumn vegetables are shot

but yams will start to show up this

month.

Brussels sprouts are in and will be at

their best over winter and early spring.

We are well supplied with them from

both islands.

The main time for fresh Kiwi short

cucumbers has had it, but the

telegraphs come back in quantity in

May all hot house of course.

New Zealand tomato supplies are

shortening up and prices are rising.

Carrots and parsnips quality is good at

the moment, as is kumara.

Celery is available all year and improving

in quality from now on.

Leeks are at their best over the next

few months.

More Florence fennel is now available,

with good quality and larger bulbs at

this time of year.

Pumpkins are still to be had and in good

nick and there will be red cabbage for

another month or so.

There are good supplies of brown

onions with plenty of New Zealand red

onions still around, so you do not need

to buy the Californian ones.

PotatoesLots of good quality main

crop potatoes all over the

place and plenty of variety

too. The (so called) Maori potato

varieties are becoming more easily

sourced as more and more growers

are getting into them. You should get

samples before you buy as there are

about two dozen varieties out there.

Each type has a different texture, taste

and colour and some varieties are not

long keepers.

We have been getting some great

quality peruperu in particular this

autumn and they look like holding on

through winter. The trick is they need

to be kept in the dark and away from

plastic. These old traditional spuds are

generally worth the trouble as

they knock the socks off the more

common commercial varieties.

Earth Gems are available pretty

expensive and pretty pretty.

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This time of the year brings also a

chance to change your customers mind

set as antipasto lines dont only have to

be used in platters and salads (although

this is everyones first idea when it

comes to this type of cuisine).

Antipasto can be a main ingredient and

a cost saving one in winter months.

Fresh ripe tomatoes can be expensive

if not rare during these months, but

one does not have to go without or

break ones wallet. Instead why not use

sundried tomatoes, which have more

flavour than the fresh variety.

Sundried tomatoes are more

concentrated and caramelized in flavour

which makes them ideal for boosting

tomato-based sauces and casseroles

(isnt that why such artisan preserving

methods were brought about to

ensure that we can use fresh produce

out of season?). Sundried tomatoes,

artichokes and chargrilled capsicums are

all made from seasonal fresh products,

but due to preserving techniques we

can ensure these products are available

year round.

These lines do reach high levels of sales

during the summer months and there

are a few antipasto lines that reach a

spike during the winter months too.

Although we can reason that in winter

it is logical to condense your antipasto

range down in store, some lines can

stand the seasonal change.

0 8 0 0 D E L M A I N E [email protected] www.delmaine.com

Adding pAnAche to winter meAls

How to make the most of your deli counter? Delmaine brand manager Kathryn Awde explains.

There are over 100 different varieties of

olives, and sales do rise with the sunny

weather.

Delmaine imports over 30 variants of

olives, and one variant that can stand

all season changes is the Kalamata olive.

This is a core line to have in store year

round. It is versatile (even regarded as

the king olive in Greece) as it is an

olive that not only has a firm texture

for a ripe olive, but can handle cooking

at many temperatures. It can also add

different flavour and tanginess not only

to pizzas, casseroles and pastas, but

many other dishes.

Whole Kalamata and pitted Kalamata

are two variants that should be in your

deli year round and why have both?

Pitted is good for convenience, but

the flavour between pitted and whole

Kalamatas is different. When the pit has

been removed from the olive, the brine

has penetrated the fruit more directly

giving the pitted olive a stronger brine

flavour. Hence the choice of non-pitted

olives for those who prefer to de-stone

or serve whole olives . . . and make the

guests work for their supper.

Calzones, casseroles, tagines, filo

parcels, quiches and pies are all meals

that benefit from antipasto ingredients

- from olives, to sundried tomatoes, to

cubed marinated feta, to capers and

chargrilled capsicums.

Condensing your antipasto range is a

given in winter, but ensure you have

the main ingredients to add a bit of

panache to main meals this season!

In last months column we talked

about engaging customers over the

deli counter and easing their hesitation

when they walk slowly by, squinting at

foreign delicacies but unfortunately

antipasto is a seasonal product.

Antipasto moonlights in the summer

time, when it is time for entertaining

and alfresco dining, but with the end of

daylight saving summer has also come

to an end.

That does not mean the end for

antipasto in the deli counter, but it can

mean a cut back for some antipasto

lines. Seasonal changes affect all

departments and the deli counter is no

different. We are not suggesting getting

rid of all antipasto lines, but perhaps

looking at a core range to ensure there

is less wastage in your store.

may 2011 FMCG 15

Retail Meat NZ conference highlightsBy Ashley Gray, Retail Meat New Zealand.

The Retail Meat New Zealand conference held recently at Terrace Downs in Canterbury was well received by those in attendance, including 30 delegates from across Australia. The conference was relocated at the last minute, due to the devastating earthquake in Christchurch, and the new venue did not disappoint. The stunning landscape stretched for miles proving to be a picture perfect backdrop for a butchers bash.

Around 50 delegates arrived early for a full day of Ambrose golf at the venue (which is one of the coun-trys best). A great round was enjoyed and prizes were presented over hard-earned, ice-cold beers.

During the conference programme, delegates heard from a number of different speakers from within the industry. A presentation given by Meat & Livestock Australia (MLA) highlighted its strong point-of-sale material and workshop support for butchers through its Red Meat Networking Club. It is recognised that Australias meat industry has a much wider representation by independent butchers in addition to supermarkets.

As well as the chalk and talk, delegates witnessed a hands-on demonstration by top European master butcher, Keith Fisher.

Without a doubt, the highlight of the 2011 confer-ence was the inaugural Trans-Tasman Butchery Test Match. The test match, sponsored by Beef + Lamb New Zealand and MLA, saw five Kiwi butchers go head to head against five Australian butchers. In an in-tense two hour battle, the teams were tested on their knife skills, speed and creativity. Both teams worked

to produce a varied range of cuts from a whole lamb and a side of beef, under the critical eyes of their peers, to produce impressive displays of top quality cuts.

The teams were judged by Keith Fisher, Retail Meat New Zealand member support manager Gerry Hogan, and MLA business development manager (Queensland/Northern Territories) Glen Burke. The judges had a tough task with both teams working quickly and, to the average spectator, flawlessly against the clock.

In the end it was the Australians who took the title but, according to Kiwi team member Peter Martin, thats not to say the Kiwi team is in any way disheart-ened for the next challenge. I cant wait to be a part of something like this again. We were disappointed to lose, but it has made the team even more determined to win next time, says Martin.

This event captured the upbeat, positive spirit of the conference and there have already been discus-sions about the 2012 test match. Next years event will be bigger and bolder, perhaps involving a team from England, and hopefully the New Zealand team will come out on top!

reta i l meat

New Zealand team (from right to left): Marcus Waldman, Corey Winder, David Porter, Peter Martin, Bruce van der Net and Calum Sutherland.

NZ & Australian teams. Bruce van der Net and Peter Martin at work.

16 FMCG MAY 2011

Focus on food safety not politics

The subject of food labelling is never far from the front pages in most Western

countries. There is a rapidly growing plethora of labelling systems and, a bit like political parties, they all have their strong supporters. Consumer groups, lobbyists and official bodies regularly call for the introduction of their favoured mandatory food labelling scheme. The stated intention is that the labels will allow consumers to make more informed and presumably healthier decisions about what they eat and drink.

However, the inconvenient truth is that the vast majority of shoppers do not read labels at all. Even putting that to one side, labels have not proved effective at changing customer behaviour or food consumption patterns.

One of the fashionable schemes is known as traffic light labelling and there have been calls for it to be introduced in New Zealand by lobby groups, and more recently in Australias Blewett Report.

This scheme highlights the total fat, saturated fat, sugar and sodium content of the product on the front of the packaging. The information is displayed in a manner similar to traffic lights, using colour-coded circles to indicate whether there are high (red), medium (amber) or low (green) levels of each nutrient.

The system has some initial appeal to laypeople and those who dont have a detailed understanding of the food industry, because it does not require consumers to perform calculations and most people, at least in theory, know how traffic lights work. On closer analysis, the scheme is overly simplistic and the traffic light gimmick actually sends mixed or even wrong messages about nutrition.

On the road a red light means stop and this is exactly what European research indicates many shoppers who see a red light on a packet believe the message is. A consumer who avoids all foods with red lights will miss out on products such as cheese, milk, honey and marmite. Similarly, Kiwis interpret green lights as go.

People may feel they are able to eat green light products with no adverse effects. That is simply not true. It is clear that eating even green light products

to excess will be unhealthy. There is a danger the labels will provide a false sense of security.

Finally, everyone has a different interpretation of what amber means.

There are robust studies about the effectiveness of traffic light labelling, particularly from Australia. An academic study by Gary Sachs and his colleagues demonstrated that traffic light labelling had no impact on shopping behaviour in a real retail environment. In other words, peoples choices were not affected by the labels.

That is not overly surprising. It is a lot to expect a relatively small piece of

packaging real estate to change the way we eat and exercise. Changing lifestyles and tackling obesity should not be the responsibility of a small label. It requires consumer education and consumer commitment to change.

Overall, the New Zealand food regulatory system is very robust. All food for sale in this country has to comply with the legal and regulatory requirements. In that sense, all food is safe. There is also no such thing as intrinsically good or intrinsically bad food. It is all about moderation, balance and restraint. If people are generally eating well and exercising moderately, an occasional pie or a piece of battered fish is fine.

As our grandmothers used to say all things in moderation.

Consumers, producers, retailers, families, communities, politicians and the media all need to play an active role in creating real change to combat obesity and encourage healthy lifestyles. They need to promote the concepts of healthy eating, adequate exercise, good sleep, balance and moderation. A lot of this is simply common sense that unfortunately we seem to have drifted away from as a nation.

There may be a limited role for some form of interpretive food labelling in the future if it can be proved to make a real difference, but food labelling is not a substitute for significant societal change.

Sadly, there is no silver bullet or magic wand here, despite some of the more sensationalist claims. Thats why we remind food regulators that as a nation we need to focus on food safety, not food politics.

fgc

Katherine Rich, CEO,

NZ Food & Grocery Council.

Email: [email protected]

The traffic lights dont work, finds Katherine Rich.

The hottest news about your industry, delivered fresh to your inbox twice a week. Up to date Relevant Topical

Stay in the loop by subscribing to our free twice-weekly email newsletter at www.foodnews.co.nz/subscribe or go to www.fmcg.co.nz for features, news, category checks and blogs at your fi ngertips 24/7/365.

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our print and online packages. To discuss editorial submissions contact Pauline Herbst at [email protected].

@Whats online www.fmcg.co.nzFMCG has a few web exclusive features to get you clicking.

NeW products survival of the fittest

In times of uncertainty we need to get back

to basics, says Kevin Vincent.

Vincent shares his expert advice on

combating the pressures of a difficult market

and challenging economic conditions. Read

online how your company can respond in a

way that will minimise negative effects.

Gull has opened its first un-manned service station and

has made some exciting changes in Tauranga. Four more

un-manned stations are planned to open soon.

We reveal the details on www.fmcg.co.nz

From premium vinegars to turkey sausages

take a sneak peek at some of the latest

product launches online.

PLUSAn extensive archive of

previous issues of FMCG

you may have missed as

well as news, category

reports and more.

NeW services at Gull

MultiMillioN-dollar Makeover for icoNic breWeryWhich brewery is getting a makeover befitting its long-standing

reputation for producing award-winning beer and cider? Find out

on www.fmcg.co.nz

18 FMCG MAy 2011

A new aislein town?

Would you consider a new allergy friendly aisle in your store?Tamara Rubanowski found the demand for products that cater for food intolerances and allergies is at an all-time high.

peanuts, tree nuts, fish and shellfish. Children are commonly allergic to dairy milk and eggs, with the major-ity apparently growing out of this be-tween the ages of three and five.

There is no proven way to prevent allergies.

Mad Butcher supports research fundAs many as 10 babies born every day in New Zealand will go on to de-velop food allergy* across all ethnici-ties and socio-economic situations. Yet very little is really known about food allergy and its effect on New Zealand individuals, families and communities. More research is ur-gently needed to help with advocacy for improvements in health services, education and resources.

To meet this need, Allergy NZ has

common allergenic foods on their food labels. This includes milk, egg, soy, peanut, tree nut, sesame, fish, shellfish and gluten-containing grains such as wheat.

If there is significant risk of cross-contamination, manufacturers also have to include precautionary state-ments, such as may contain traces of peanuts. This may occur, for exam-ple, if biscuits containing peanuts are produced on the same production line as another biscuit.

According to Allergy NZ, about 1% of adults and less than 10% of children are at risk of true allergic reactions to foods. A small number of foods are responsible for around 90% of food allergies including shellfish, fish, milk, eggs, peanuts, tree nuts, wheat and soybeans. The most common allergies in adults are to

Just a few years ago you would have had difficulty finding glu-ten-free or dairy-free products in stores, but these days most of us know someone who has a food al-lergy or intolerance.

It might be a child who is allergic to peanuts, a colleague who is wheat intolerant or your friend advised to stay away from dairy foods.

So what is the difference between an allergy and an intolerance? And more importantly: how can you help consumers who are affected and are looking for suitable products?

Some supermarkets have intro-duced gluten-free shelves and have also responded to an increasing demand for allergy-friendly products such as soy milk, tofu and rice flour.

Food manufacturers in New Zealand are required to list the most

MAy 2011 FMCG 19

feature

established a Food Allergy Research Fund, which has recently received a generous boost through a $10,000 donation from Peter (The Mad Butcher) and Janice Leitch.

Allergy New Zealand is deeply grateful for the generosity shown by Peter and Janice, said Allergy NZ ceo Penny Jorgensen.

We cant thank Peter enough for all the support he has given us over the years not only in donations but even more in lending his time, his name and his tremendous energy to generating fundraising activities on our behalf.*Based on 62,960 live births registered in the June 2009

Statistics New Zealand; 6-8% of children under the age

of five are affected by food allergy according to international

research. The 10 per day is the conservative estimate of 6%

of children who have food allergy.

contaMination case in australiaIn February this year, Food Standards Australia New Zealand (FSANZ) advised Australians with peanut al-lergies not to eat imported crumbed fish and crumbed seafood products that could be contaminated with un-declared peanuts.

FSANZ ceo Steve McCutcheon said there had been six reported cases

of reactions from allergic consum-ers to different crumbed fish and crumbed seafood products.

The products did not pose a safety risk for people who do not have a peanut allergy.

Six similar products were recalled in Australia in January 2011 due to the presence of peanuts a major allergen which wasnt declared on the label. The recalled products included: Coles Frozen Crumbed Lemon Flavoured Fish Fillets

Woolworths Home Brand Lemon Flavoured Crumbed Fish Frozen Portions sold in NSW, ACT and Queensland Three frozen crumbed seafood products, distributed Australia-wide by I&J to distribution centres, and then on to major supermarkets in-cluding Woolworths/Safeway, Coles, Bi-Lo, Metcash and IGA, PicknPay (Queensland only) and Franklins (NSW only) Coles Crumbed Black Oreodory Fillets in Light Crispy Breadcrumbs.

Thank Hubbards for a great range of delicious gluten free cereals

www.hubbards.co.nz

New

See our stand at the Auckland and Wellington Gluten Free Food and Allergy Shows

J11976 Thank Goodness FMCG Horizontal 1-4 bleed.pdf 1 27/04/11 10:58 AM

20 FMCG MAy 2011

feature

The manufactured foods database (www.mfd.co.nz) provides lists of foods appropriate for people with allergies.

The source of the peanuts was traced to soy flour manufactured in China. FSANZ has been advised that since the discovery of the contami-nation, the distributor is no longer using the soy flour from the manu-facturer responsible.

FSANZ is working closely with re-tailers, manufacturers, importers and overseas food regulators to identify if any other products may be affected. However investigations to date have not uncovered any further contami-nation in other products.

What is a food allergy? A true food allergy is the bodys response to a food protein, such as nuts or fish. The body mistakenly believes the offending protein, known as an allergen, is harmful and creates antibodies to attack it. Reactions can occur within minutes or up to a few hours after eating the food and include: difficulty in breathing, or swelling in the throat swollen or itching lips or tongue hives, skin rashes or eczema stomach cramps, vomiting or diarrhoea faintness or collapse.

What is food intolerance?In food intolerance, the bodys immune system does not create anti-bodies, as in an allergic reaction. But as in an allergic reaction, symptoms can be seen both immediately and up to 20 hours after a food is eaten, so it can be hard to distinguish between the two.

Food intolerance can be a result of a sensitivity to naturally occurring

chemicals in food, such as salicylates, amines and glutamate. Another common food intolerance is to lac-tose, the sugar found in milk prod-ucts. This is caused by a shortage of the enzyme needed to help the body digest milk. An allergic reaction to milk is also possible when the body reacts to milk protein, although the symptoms will differ.

In contrast to some food allergies, food intolerances arent life threaten-ing but they can impact on health and quality of life. Unfortunately, they can be problematic to diagnose as many of the symptoms such as bloating, diarrhoea and stomach pain are unspecific and difficult to at-tribute to a particular food.

The smallest traces of a food can trigger an allergic reaction, whereas small amounts of a food can usually be eaten before symptoms appear in most food intolerances. The amount tolerated, however, depends on the individual.

Food allergies and intolerances should be diagnosed by a doctor or registered dietitian before any foods are excluded from the diet. Various methods are used to determine aller-gies and intolerances, including skin prick tests, blood tests, diet histories, food diaries and elimination diets. Self-diagnosis can lead to the un-necessary avoidance of foods, putting yourself at risk nutritionally.

The manufactured foods database (www.mfd.co.nz) provides lists of foods appropriate for people with allergies such as egg, milk, soya, leg-umes (chickpeas, kidney beans, lentils etc), peanuts and wheat, and for those with lactose intolerance.

The food lists of low lactose

useful websites

www.allergy.org.nz

www.foodstandards.govt.nz

www.mfd.co.nz

manufactured foods, for example, have been compiled from data supplied by food manufacturers.

For the purposes of the low lactose list, foods have been included where the lactose content is known to be less than 1g per 100g of food prod-uct. When there is a requirement for a total exclusion of lactose then the list of foods suitable for those with a milk allergy is the appropriate one to use.

The manufactured foods database has been compiled by Nutrition Services, Auckland City Hospital from information voluntarily supplied by New Zealand food manufacturers.

What is coeliac disease?About one in 100 New Zealanders is affected by coeliac disease, a condition in which the bodys immune system reacts to gluten, found in the grains wheat, rye, barley and possibly oats. This disease causes inflammation of the bowel, which affects the bodys ability to absorb nutrients from food, leading to poor nutrition, bloating, weight loss, diarrhoea and fatigue if not treated.

Coeliac disease is treated by following a gluten-free diet, advised by your doctor or registered dietitian. There are an increasing number of gluten-free products available, including gluten-free bread, cereals and bakery products. Further information is also available from the Coeliac Society of New Zealand.

Healtheries is proud to support Coeliac Awareness Week by working closely with Coeliac NZ to get the message out about coeliac disease and what people can do about it. This year coverage includes flyers, posters, media releases, presence at the Gluten Free & Allergy shows and more.

One in 100 New Zealanders are af-fected by coeliac disease, yet four out of five of these do not know they have it. The aim of this years campaign is to improve diagnosis rates of coeliac disease among men. The first step is a simple blood test from your GP. Coeliac dis-ease is caused by a permanent and total intolerance to gluten, which is found in grains and cereals such as wheat, barley, oats and rye. The only known treatment is a strict gluten-free diet.

Coeliac Awareness week is 21-27 May 2011. For more information visit www.coeliac.co.nz.

Which coeliac-friendly products do you sell in New Zealand?Healtheries has a wide range of wheat and gluten-free products available in

Q&A

FMCG talked to Vitaco product manager, James Ford.

supermarkets nationwide, including breakfast cereals, pastas, snack bars, bread and baking mixes under the Simple brand, as well as baking in-gredients such as rice flour, rice flakes, cornmeal flour, ground LSA and ground linseed. Healtheries Kidscare brand also has a range of gluten-free snacks, such as Rice Wheels and Rice Rounds in a variety of flavours, and its Rice Wafers are a popular gluten-free choice too.

Are you launching any new products for Coeliacs?Healtheries is launching a new-look range of wheat and gluten-free pastas, under the trusted Simple brand, endorsed by Coeliac NZ with the crossed grain logo. Now made in Italy, this great tasting authentic pasta still provides the safety and nutrition required by wheat and gluten-free consumers, and comes in 250g packs of Spaghetti, Spirals and Rigatoni.Healtheries is constantly looking for ways to improve and expand the range of wheat and gluten-free products we

offer to consumers and has more inno-vations planned for later this year.

Top tip for retailers looking to increase their allergy-friendly product range?Stock reputable brands with a good range of products. Consumers are increasingly looking for the crossed grain logo, which is their guarantee that products have been independently tested to FSANZ standards for no de-tectable gluten. Brand blocking within the category also makes it easier for shoppers to see the range available, which promotes cross selling and extra purchases as they seek out wheat and gluten-free products. Consumers are always looking for variety and new products.

Supporting Coeliac Awareness Week 2011

MAy 2011 FMCG 21

NEWLOOKPASTA

4665_NZ HS FMCG Coeliac 1-3pg Ad_ctp R.indd 1 27/4/11 2:02:49 PM

22 FMCG May 2011

category check

Spreading the goodness

The Sweet Spreads catego-ry has total value sales of $13.6 million and is grow-ing at 2.9%*. Sweet spreads are spreads that fall outside the Jam/Marmalade & Honey categories, says Deejay ODowd, trade market-ing manager for Nutella distribu-tor FNZ Brands. He adds: Within Sweet Spreads, Nutella is the market leader with 45.1% value share, grow-ing ahead of the market at 4.1%*. Nutella has more than twice the value share of its nearest competitor*, whilst continuing to be competitive in a category where private label products have made an impact.

Nutella comes in three different pack sizes: 220g jar, 400g jar and 750g jar to suit all consumers needs from occasional usage right through to more regular usage.

In the coming months, there is some exciting news with Nutella launching a new portion-pack into the grocery channel, reveals ODowd. The Nutella portion-pack is a unique offer within the sweet

A wide range of choices in the Spreads, Jam and Honey categories is now available to the consumer. FMCG examines the latest trends and some of the new products that are making an impact.

May 2011 FMCG 23

spreads

THE BREAKDOWNCurrent MAT to 27 March 2011

spreads

Total spreads: $121.505m

Value % Chg vs YA: 3.8

Total Jam: $28.682m


Total peanut Butter: $23.404m


Total Honey: $29.792m


Total Vegetable & Yeast extracts: $17.499m


Total sweet spreads: $13.588m


Total Marmalade: $8.176m


Total savoury spreads: $363,385


* ACNielsen New Zealand ScanTrack (Databank)

spreads category and is ideal for con-sumers who want to try Nutella, or who need a small, portable portion pack for breakfast on the go.

ODowd says: Nutella can be en-joyed as part of a balanced breakfast, including a glass of milk, a piece of fresh fruit and two slices of toast with Nutella. When eaten on high fibre bread, Nutella represents a similar nutritional profile to other spreads such as honey, jam and peanut butter. Nutella is also free of preservatives and artificial colours.*Nielsen Scan Sales, Total Key Accounts, Value Sales

Current MAT to 27/3/2011

auTHenTic recipesBarkers of Geraldine produces both the Anathoth and Barkers of Geraldine brands on a corner of the family farm in Geraldine, South Canterbury.

Barkers marketing manager Danielle Esplin told FMCG: Both premium brands are experiencing good growth given tight market con-ditions. Growth has been driven by the

consistent high quality of product, a commitment to deliver on the prom-ises of the brand as well as a desire to keep innovating by offering unique flavours. Anathoth is the number-one ranked premium jam brand and holds 16.5% value share, growing +5.8%. Barkers is the number-two ranked premium jam holding 7.8% value share and growing +10.5% (Aztec Temple, MAT to 03/04/11).

Consumers are responding to traditional, home cookery values. Anathoth jam is still made to the authentic recipe of simply fruit and sugar, boiled until it sets. The result is an authentic, soft set jam, reminis-cent of jam that is made at home in the kitchen. Both brands are staunch long-term supporters of local fruit growers and have a preference to use New Zealand fruit first.

We have voluntarily adopted country of origin labelling to ensure we inform customers where our fruit comes from, says Esplin.

We are humbled by the weekly feedback from customers who want

to tell us how much they enjoy our products. Its a thrill to know our cus-tomers think we are doing a great job and we strive to improve for those who think we can do better!

Both brands innovate in their own ways. In the last 12 months Anathoth has launched two new jam flavours; Cherry Berry (European sour cher-ries, NZ boysenberries and redcur-rants) and Rhubarb and Red Berry (NZ rhubarb, strawberries and rasp-berries). Esplin says: Both flavours are performing well with the Rhubarb flavour proving to be a favourite among New Zealanders. Barkers continues with its premium prod-ucts including unique flavours like Passionfruit Curd, which has proved to be a favourite not only in house-holds but also among food writers who have featured it in many baking recipes. Morello Cherry Jam and Seedless Blackberry Jam are another

24 FMCG May 2011

category check

was as seamless as possible. During this time we have completed a full market review and hope to launch some exciting new opportunities in the New Zealand market shortly.

The spreads category has become very robust. An array of choices is now available to the consumer rang-ing from value for money through to premium niche offers, which will continue to support the value growth of the category.

dieTex preserVesHealtheries senior product manager James Ford told FMCG: Healtheries have a unique range of Dietex pre-serves tailored specifically for those managing their blood sugar levels, their weight, and who dont want to compromise on taste.

Dietex preserves are made with sorbitol a sugar alcohol naturally found in food which is 60% less sweet than sucrose, contains a third fewer calories than sugar, and does not contribute to dental decay or cavities. Sorbitol is slowly absorbed, therefore the rise in blood sugar levels and the insulin response associ-ated with the intake of sugar is signif-icantly reduced. Products sweetened

with sorbitol are ideal for those man-aging their blood sugar levels and calorie intake.

The Healtheries Dietex ranges are delicious fruity preserves avail-able in the best-selling Marmalade, Apricot and Strawberry, and are ideal on bread, scones, and as a filling for cakes, says Ford.

FroM HiVe To poTArataki, New Zealands number-one honey brand, leads the honey category with a 22%+ value share of a near $30 million* honey category, says marketing manager, Genevieve Renall.

She explains: A thorough pro-gramme of investment above and below the line has ensured this has been another strong performing year for the Arataki brand, with value share growing almost two share points over the past 12 months.

Renall says: Arataki Manuka Honey and Arataki Squeeze Me Honey remain the leading varieties in the portfolio. However the rising star in portfolio is the recently launched Arataki Honey UMF Manuka 10+. We are very excited about this new addition to our portfolio. Health

two examples of developing products towards our customer needs.

new ManageMenT aT ixLCoca-Cola Amatil (NZ) key cus-tomer manager Adam Bateman, told FMCG: In New Zealand we cur-rently offer the IXL brand of spreads, which delivers great taste for the whole family at a price that offers real value every day.

He explains: Over the past nine months Coca-Cola Amatil (NZ) has taken over management of the IXL brand in New Zealand, along with Goulburn Valley, SPC and Ardmona. In this time, we have committed to learning the marketplace so that we can deliver a portfolio that will com-plement the growing dynamics of NZ and embed our food business in the market.

He adds: IXL spreads have shown a great performance over the past year. IXL has grown 134% vs YA and now represents 1.5% value share of the total category in NZ Grocery (Aztec, MAT to 13/03/2011 vs YA).

Bateman says: Over the past nine months we have focused on driving the key fundamentals of our new business to ensure that the transition

We have voluntarily adopted country of origin labelling to ensure we inform customers where our fruit comes from.

Danielle Esplin, Barkers marketing manager

May 2011 FMCG 25

NEW

NOW AVAILABLE IN SUPERMARKETS NATIONWIDEArataki Honey,

naturally.

Laboratory certified UMF 10+

Manuka Honey.

honey is now a significant and grow-ing segment of the market.

We are glad to be able offer con-sumers a UMF honey under a famil-iar honey brand, that they know can trust, says Renall.

In addition to continued brand investment, the increased popular-ity of cooking shows on television and general consumer trends towards food DIY, have been key factors in

driving double digit growth in our Squeeze Me Honey this year. As we trend back towards preparing or as-sembling meals in the home, usage increases as consumers choose the delicious taste and natural sweetness of honey, says Renall.

The Arataki range of honeys in-cludes five key honey types: Arataki Manuka Honey, Arataki Multi-Flora with Manuka Honey, Arataki Clover

Blend Honey, Arataki Squeeze Me Honey and the new Arataki UMF Manuka Honey.

Renall says: Arataki has a honey for every use, spanning pouring honey, health honey and more tra-ditional spreading honey. As well as being the home to New Zealands favourite honey brand, Arataki is New Zealands leading beekeeping enterprise. The fourth generation

spreads

26 FMCG May 2011

category check

Sweetmeadow (premium mono- floral lines such as Manuka UMF).

Olorenshaw advises that along-side the popular Hollands creamed clover honey, the Co-operative has launched Hollands Lemon Honey a blend of clover honey and natural lemon.

This is finding good support from customers as a convenient winter tonic drink mixed with hot water to soothe sore throats, coughs and colds, he says.

coMViTaNew Zealand manuka has long been valued for its health-maintaining ef-fects. In the early 1990s, manuka

honey was discovered to have unique anti-microbial properties, and it is now renowned for its antibacterial, anti-inflammatory and healing prop-erties. Comvitas chief technical offic-er Dr Ralf Schlothauer says Comvita is the worlds largest manufacturer of premium quality UMF Manuka Honey. Its honey is produced in New Zealand and verified by an independ-ent testing laboratory.

UMF stands for Unique Manuka Factor, a measure of the unique type of antibacterial activity which is naturally present at varying levels in honey made from the nectar of the manuka bush (Leptospermum scopar-ium), native to New Zealand. Only

family business started 66 years ago and is New Zealands largest fully integrated honey producer direct from hive to pot.

winTer TonicThe New Zealand Honey Producers Co-operative was formed in 1982 for beekeepers to collectively market their honey.

Marketing manager Brian Olorenshaw told FMCG: Their main brands are Hollands Honey, which began in the 1950s when an entrepreneurial beekeeper by the name of Dick Holland successfully started creaming honey, 3 Bees (larg-est selling category sku; Aztec) and

Great taste the whole family will enjoy at a price that offers real value every-day.

For product information contact: Adam Bateman Key Customer Manager Food, Coca-Cola Amatil (N.Z.) Limited E. [email protected] M. +64 (0)21 330 779 Deliciously Jam-Packed!

May 2011 FMCG 27

some manuka honey has this special UMF activity, says Schlothauer.

The mark UMF is followed by a number that indicates the strength of the UMF activity in a batch of UMF manuka honey. The higher the UMF rating, the more potent the prod-uct. For example, a jar of UMF 18+ manuka honey has almost twice the antibacterial activity of UMF 10+ manuka honey.

Schlothauer says the reason manuka honey is different to normal honey is because its packed with unique plant phenols to support your health.

Consumers are currently trading up in the honey category from reg-ular and active varieties into UMF (Unique Manuka Factor) honey, said a company spokesperson. Unlike non-UMF honey and active honey ranges Comvita UMF varieties have antibacterial properties which can be used to support your immune system and fight off sore throats.

cLassic Kiwi spreadKraft Vegemite is a classic Kiwi spread and is the leader of the Yeast Extracts category with 51.4% value share* and it is currently growing ahead of the category at 8.6%*, says Kraft category development execu-

tive Michaella Davis.April 2011 saw the launch of an

exciting addition to the yeast ex-tracts category. Developed for grow-ing childrens health trends, My First Vegemite is specially formulated for children (1 year +) and is enriched with Vitamin B6 and B12.

My First Vegemite has added iron and 50% less salt**. A smoother and softer texture appeals to younger palates with no artificial colours or flavours while delivering that unique Vegemite Flavour that Kiwis love, says Davis.

She adds: Kraft Foods is bring-ing excitement and fresh news to the spreads category. In 2009 Vegemite Cheesybite was launched and has de-livered over $1m to the yeast extracts category*. Kraft Foods is leading in-novation, bringing incremental sales to the category with unique offerings.

Kraft Peanut Butter and Kraft Easy Cheese Spread are also popular spreads Kiwis have grown up with.

Kraft Peanut Butters point of difference is that it uses 100% quality Australian nuts. Kraft Cheese Spread was rebranded in 2010 to be more than a spread. A wider jar means more ways to use dipping and dol-loping on meals, says Davis. *ACNielsen NZ Scan Track (VEXTRTKR) 2011

** When compared to original Vegemite Spread

Our 100% homegrown

stamp means 100% NZ

fruit.

www.barkers.co.nz

%$5)0&*9HUW$G)$LQGG 30

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28 FMCG May 2011

MushrooMs celebrate 2011 in style

i love pies an exciting new range for winter

beHinD eVery great warrior Theres A GreAT pie...

april 1 2011 marks the beginning

of year of the Mushroom, a

year celebrating one of Kiwis

favourite vegetables.

Meadow Mushrooms national

sales Manager, yvonne clyne,

says demand for mushrooms is

growing. last year each new

Zealander ate an average of

2.7kg of fresh mushrooms, and mushrooms are now the

third most popular vegetable purchased.

a Meadow Mushrooms advertising campaign will

be launching in print and at point-of-sale, helping

mushrooms get the attention they deserve. it features

characters representing each of the

varieties (white button, brown button

and Portabello).

i loVe Pies is a handmade range of large family pies

based on classic Kiwi pie flavours with a gourmet

twist. the product format is unique as the pastry

is made from sour cream and only the best nZ

ingredients are used, including fresh vegetables and

herbs and high quality cuts of meat. Unlike most

pies they contain only real ingredients and are free

from preservatives, colourings and flavourings.

i loVe Pies has strong consumer appeal and a loyal

customer base. it is a proven and established brand

with over three years of sales within the gourmet

food channel, showing excellent growth every year.

grow the chilled pie category within your store

with this unique offering and support a home

grown nZ innovation and brand. stock this

fantastic range in time for winter.

new! irvines tHe beast Pie

is being launched on the 6th

June to increase awareness and

celebrate irvines sponsorship

of the Vodafone warriors.

tHe beast Pies inbuilt tomato

sauce provides the ultimate

in convenience for new

Zealanders favourite mince

pie and features another new

Zealand favourite, watties

tomato sauce.

tHe beast Pie will also be sold

at Mt smart stadium from June,

promoting trial of the new pie

and driving demand in store.

For more information please contact

Eye Level Marketing & Distribution on

09-820-5140 or at [email protected]

YEA

R O

F THE MUSHRO

OM

Celebrating 40 Yea

rsof Meadow

Mushroo

m

s

2011Call Customer Services

0800 687 467.

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May 2011 FMCG 29

MenTos 3D gUM innoVation

heAlTheries new looK Pasta

Jeenys BelAchAn

More and more of your

customers are looking for wheat

and gluten free options with

their food.

Healtheries are launching a

new look range of wheat and

gluten free pastas, under the

trusted simple brand, endorsed

by coeliac nZ with the crossed

grain logo.

now made in italy, this great

tasting authentic pasta still

provides the safety and nutrition

required by wheat and gluten

free consumers, and comes in

250g packs of spaghetti, spirals

and rigatoni.

For more information, talk to

your local Vitaco salesperson.

finally a belachan shrimp paste

in user friendly packaging!

Jeenys has just launched 4

easy-to-use tablets of the

famous Malaysian roasted

belachan shrimp paste. the

80g packet comes in a shelf

display tray holding 12 packets.

the packaging is bright &

colourful and extends the

Jeenys range from the well

known tamarind & palm sugar

all key pantry items for

south east asian cooking.

Contact your

Brandlines Representative

or call 0508 3565 323.

new Mentos aqua

Kiss 3D chewing gum

is the first 3 layered

stick gum to hit the

new Zealand market.

it is available in singles

or multi-packs and

comes in 3 mouth-

watering flavours:

strawberrygreen

appleraspberry;

watermelon

PineappleMelon; &

triple fresh Mint.

aqua Kiss 3D delivers

unique innovation

to the gum market

which will help drive

category growth.

For more information on

Jeenys Products please contact:

Tel 0800 10 33 05

Fax 0800 10 33 11

Email: [email protected]

Website: www.oriental.com.au

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30 FMCG May 2011

reAl coFFee MaDe easy

inGhAM red Box tHe iDeal winter warMer

new robert Harris plunger bags make enjoying fresh

coffee so easy and with no icky bits to clean up at the

end, youll soon be using them everyday.

Made using 100% arabica roast and ground coffee, they

have been specifically roasted and blended for optimum

delivery of flavour. consistent results with a measured

amount, gives you real coffee without the fuss or worry of

working out how to make the perfect coffee every time.

enjoy with friends, family or colleagues, at home, work or

on weekends away. Perfect almost anywhere, anytime!

Visit robertharris.co.nz for more information.

with winter almost upon us, ingham red box

products are the ideal hearty winter meal option

when convenience and quality are a must.

ingham red box filled chicken products,

including Kiev, cordon bleu and new Duets,

provide the convenience of heat and serve

packed frozen products with the assurance of

100 per cent quality new Zealand chicken. the

delicious hot fillings make them a quick and

tasty winter warmer the whole family will enjoy.

QUality ProDUct quAliTy TAsTeoxford Pies are famous for their great tasting quality

pies. Hand built in the waikato since 1977.

there are 3 tasty new flavours on the horizon, just in

time for the cooler months.

vege delight a tasty mix of garden Vegetables in

a creamy sauce with a touch of sage.

Thai chicken made with a red curry, not too hot,

just right.

curry vegetable lots of root vegetables with just

the right amount of curry added.

For more

information

contact

Oxford Pies

(07) 849-7516 or

visit our website

www.oxfordpies.co.nz

For more information, contact your local Ingham distributor on 0508 800 785.

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May 2011 FMCG 31

purex care tHat MaKes a Differencethe Kiwi family may have changed but one thing

hasnt caring begins at home. it connects us with

our neighbours and supports our communities,

making our country and the world a better place.

to help create a caring home environment Purex has

introduced a range of new products.

new purex hypo-allergenic toilet tissue is white,

unembossed, unscented and has no inks, dyes or

perfumes - a combination of softness, thickness and

strength that is gentle on your skin and kind to our

environment.

Purex also proudly supports the work of allergy nZ

to improve the lives of allergy sufferers.

new purex dcor prints is a range of four

contemporary designs and colours in one pack

printed using water-soluble vegetable inks - a

contemporary option for those wanting to match

their modern home dcors without compromise on

quality or sacrifices to the environment.

new purex Mega-long 6s is nZs longest roll with

500 sheets meaning you dont have to change the

roll as often. Using 21% less packaging than regular

rolls and up to 12% less landfill its also better for the

environment.

Purex has been caring for Kiwi families and

supporting local communities for over 50 years.

Brendon Lawry, Head of Consumer Sales NZ, Mobile: 021 720 292.

32 FMCG May 2011

category check

MAT to 27 March 2011, Nielsen).The Borges range consists of an

Extra Virgin Olive Oil with a maxi-mum acidity of 0.5%, a Pure Olive Oil and an Extra Light Olive Oil, all of which are available in 500ml and 1 litre pack size.

Spain is the largest volume pro-ducing country of olive oil so it is only natural that such volume share gains are possible by a Spanish brand even Italian olive oil companies rely heavily on good quality Spanish oil in order to meet the volume de-mands and price for their customers.

James Crisp is forecasting contin-ued brand share growth across all banners and is focused on maintain-ing strong promotions at in-store level, along with growing brand awareness through other promotion-al and above-the-line activity.

Telegraph hillTelegraph Hill has recently launched Lemon Spritzer, a combination of lemon-infused Extra Virgin Olive Oil and Balsamic Drizzle.

Geoff Crawford, managing director

Aceites Borges is a lead-ing family owned Spanish olive oil producer dating back three generations, to 1896. The company exports olive oil to more than 60 countries. The Borges brand olive oil is a high qual-ity Spanish olive oil which is proud-ly and accurately labelled with its country of origin.

Borges is the leading brand in Spains Catalonia province and is well known across the whole country.

James Crisp Ltd key account man-ager Debbie Wharfe, explains: In New Zealand, Borges Olive Oil has consistently rated highly in the NZ Consumer Magazine Olive Oil Reviews in both 2006 and 2008. In the 2008 review Borges was rated very highly, ahead of all other imported olive oil brands. Borges offers excep-tional value for money with a quality olive oil at a competitive price.

James Crisp has been represent-ing Borges in New Zealand since 1988, and recent success shows Total Borges Olive Oil is experiencing value growth of +53.1% (for Current

Cooking shows, ethnic restaurants and overseas travel experiences have broadened the horizons of many consumers. More and more New Zealanders are adding Mediterranean and Asian flavours to their recipe repertoire, which means that olive, avocado and sesame oils are gaining in popularity. Some oils also offer unique health benefits. FMCG looked at some of the new products and best-sellers in this category.

good oilThe

May 2011 FMCG 33

oi ls & spreads

Solid FaTS &

liquid Cooking oilS

Total Solid Fats & liquid Cooking

oils: $80.202m

Value % Chg vs YA: -0.5

Total olive oil: $33.624m


Total Canola oil: $13.541m


Total Cooking/Salad oil: $6.936m


Total rice Bran oil: $8.612m


Total Soya oil: $3.887m


Total Sprays: $3.680m


Total Solid: $2.400m


Total other Types oil: $1.817m


Total Sunflower oil: $1.069m


Total grapeseed oil: $1.983m


Total Sesame oil: $788,658


Total peanut oil: $563,349


Total avocado oil: $1.066m


Total infused oil: $84,155


Total Cereal & Fruit oil: $101,833

Value % Chg vs YA: N/A

Total Corn/Maize oil: $20,4

FMCG May 2011

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