New World Emerge finalists receive expert support to help turn Kiwi ideas into national brands

The finalists in New World Emerge 2026 have been announced, with six innovative Kiwi businesses now preparing to pitch their products to Foodstuffs leaders, supermarket owner-operators and industry experts at the programme's national final on 15 July.

Designed to uncover the next generation of grocery innovators, New World Emerge gives emerging suppliers the opportunity to secure ranging opportunities in New World stores while also receiving expert support to help scale their businesses.

This year's finalists represent a diverse mix of innovation from across the food, beverage and pet categories:

Symbiota – Daily Focus Sachets	Rebel and You – High Protein Cottage Cheese	Revivealicious – Wopples
The Naked Possum – Dog and Cat Treats	Boost Blocks	NOONCHA – Ready-to-Drink Matcha

Foodstuffs North Island, New Zealand Managing Director Chris Quin says while getting products onto supermarket shelves is often seen as the ultimate prize, Emerge is designed to provide founders with much more than retail exposure.

"Many entrepreneurs have fantastic products, but scaling a business requires a much broader set of skills," says Quin.

"Emerge is about helping founders understand what it takes to build a sustainable grocery brand. That's why we've teamed up with experts from across the FMCG sector who can provide practical support, mentoring and advice long after the competition ends."

For New World stores, the programme also plays an important role in bringing fresh ideas and innovation to customers. By helping emerging Kiwi businesses grow, Emerge creates a pipeline of new products that give shoppers something different, while reinforcing New World's reputation as the home of local innovation and great new food ideas.

Throughout the programme, finalists work alongside a network of industry partners who help prepare them for the realities of growing a national grocery business.

Among them is Rise Growth Lab, which provides mentoring, capability development and growth planning support for founder-led FMCG brands.

Founder Rebecca Brook says getting products onto supermarket shelves is only the beginning.

"Getting your product on shelf is genuinely just the beginning. The founders who go on to build lasting national brands are the ones who've thought through their whole business – not just their pitch," says Brook.

"My role with New World Emerge is to prepare every semi-finalist and finalist for what national grocery scale-up actually demands of them, commercially and operationally."

Brook works directly with finalists through personalised capability-building plans, strategy sessions and pitch coaching. The competition winners also receive ongoing support through six months of growth mentoring, while runners-up receive three months of support.

Consumer insights platform Stickybeak helps finalists test ideas, packaging and concepts with real consumers, providing valuable evidence to support business decisions and retailer conversations.

Finalists also receive a consumer testing masterclass and support launching their first consumer research projects.

The New Zealand Food Innovation Network (NZFIN) provides technical expertise and access to specialist facilities through its FoodBowl innovation centre. Winners receive tailored support packages that may include production trials, food safety planning, technical development and strategic advice.

Meanwhile, merchandising and activation specialist HOOP helps bridge the gap between securing shelf space and achieving successful retail execution.

HOOP supports winning suppliers during their initial store launches, helping ensure products are available on shelf, correctly ticketed and ready for customers.

New World Prestons, Owner Operator Julia Spence says,

"Our customers expect New World to be a place where they can find quality, innovation and great local products, and Emerge helps us deliver exactly that."

Foodstuffs South Island, CEO Mary Devine, says this combination of support is what makes New World Emerge unique.

"Launching a product nationally requires expertise across manufacturing, operations, consumer insights, marketing, merchandising and commercial planning. The strength of Emerge is that it brings together a network of experts who genuinely want to help the next generation of Kiwi suppliers succeed."

The New World Emerge final will be held at Foodstuffs Landing Drive, on 15 July, where finalists will present their businesses to a judging panel made up of Foodstuffs leaders and New World owner operators.

The winner will receive a tailored support package from Foodstuffs that includes full nationwide ranging and wraparound support from New World Emerge partners designed to help accelerate their growth journey.