Two of Aotearoa’s most exciting up-and-coming grocery innovators have been crowned winners of the nationwide New World Emerge competition, following a high-energy final pitch event at Foodstuffs’ Landing Drive offices in Auckland on Thursday, 14 August.

Taking out the Start-up category was Butter Luxe Co with their Oaty Butter, New Zealand’s first of its kind oat spread, packed with prebiotic fibre and plant protein.

“We wanted to create a spread that’s kinder to people and the planet, without sacrificing taste,” said Allie Hemmings, founder of Butter Luxe Co. “Winning Emerge gives us the chance to bring Oaty Butter to more Kiwi households, we couldn’t be more excited.”

The Small Supplier title went to Little Ardroy Beef Company for their premium range of frozen, ready-to-cook Beef Bites – tender, flavour-packed pieces made from dairy and beef cows. 

“At Little Ardroy, we believe great food should have a great story,” said Wayne Cameron, founder of Little Ardroy Beef Company. “By celebrating the full life of the animal and using cuts often overlooked, we’re creating a product that’s both better for farmers and better for the planet. Winning Emerge is a huge step in sharing that story nationwide.”

Now in its 6th year, New World Emerge is designed to uncover the next generation of Kiwi grocery innovators. Winners receive the ultimate prize: the opportunity to have their products ranged in New World stores nationwide, alongside tailored business support from industry experts.

This year’s winners emerged from a highly competitive field of 10 finalists selected from entries across New Zealand. Finalists took part in business coaching, financial analysis, and presented their products in a live pitch to a panel of supermarket owner-operators and Foodstuffs category experts.

Chris Quin, Managing Director of Foodstuffs New Zealand, said this year’s standard was exceptional.

We’re incredibly lucky in this country. Every year, Emerge introduces us to Kiwis who are bringing fresh ideas and real innovation to food and grocery. This year, we had more than 80 entries, showing just how much creativity, energy and insight New Zealand entrepreneurs are putting into creating the family favourites and export champions of tomorrow.

"What stood out this year was the sheer imagination in the ideas, the sharpness in spotting market opportunities, and the determination to turn those ideas into products that shoppers will love and we’ll be proud to have on our shelves.

"Over the past three years, through Emerge and other initiatives like our new Artisan Supplier Expos, we’ve brought over 1000 suppliers into our stores. Our ambition is to be the most valuable partner for Kiwi innovators and suppliers, their launchpad to establish and grow their businesses, develop new markets, and take their ideas to the world.

"When we back great Kiwi products, everybody benefits, from creating careers and building strong local businesses, to helping communities thrive and contributing to New Zealand’s economic success and national pride."

Mary Devine, CEO of Foodstuffs South Island, said the programme is a win for both customers and local suppliers.

“Emerge is all about connecting great ideas with great opportunities. Butter Luxe Co and Little Ardroy Beef Company have shown real ingenuity and commitment to quality, and we’re proud to help bring their products to New World. It’s initiatives like this that keep our shelves fresh, locally relevant and ensure more choice and value for our customers in every corner of the South Island.”

The judging panel noted a strong health, energy, and convenience theme among the 2025 entries, reflecting evolving consumer trends in New Zealand stores.

Both winners will receive a comprehensive support package including mentorship from industry experts, marketing exposure, and access to Foodstuffs’ extensive retail network.

New World Emerge is proudly supported by New World and delivered in partnership with Precision Media, NZ Food Innovation Network, Rise Growth Lab, HOOP, Stickybeak, and Calico. The programme is part of Foodstuffs’ wider commitment to backing local suppliers and helping them succeed, ensuring communities thrive as part of its Here for NZ promise.