One Of NZ’s Largest Asian Food Fusion Makers To Double Production Volumes

One of NZ’s largest Asian food manufacturers is set to double its production volumes as it launches new lines and moves to a multi-channel distribution model.

The move comes as the company, which was behind the launch of the world's first hangi steamed buns, a Maori and Asian fusion food innovation that sold out nationwide, has developed a new dumpling range designed for air fryers and traditional ovens.

Dr Amy Sevao, Old Country Food CEO, says the company has doubled the size of its manufacturing facility as it scales up production to cater for growing demand in the domestic market and export interest in its products.

Dr Sevao says the company produces over 2.1 million steamed buns and 12 million dumplings annually. It has significantly increased its market share, and has grown at a rate of 21% over the last 12 months, despite a challenging economic climate for many food producers.

She says this growth rate is partly attributed to the company’s strategic decision to focus on supplying larger supermarket chains, the significant cost efficiencies from moving to the new factory and streamlining operations.

“Currently, our products are available in all New World and Pak’nSave stores in the North Island and selected Foodstuffs South Island supermarkets. We also supply localised grocery chains like Farro, Fresh Worlds, Fruit World and selected Asian supermarkets across the country.

“We believe there is an innovation gap in the frozen ready-to-eat meals section in that market and we are well placed to fill it,” she says.

Dr Sevao says they are looking to grow the domestic market and believes their new air fryer dumpling has the potential to disrupt the frozen meals section, having performed well above targets in Farro Supermarkets.

“The air fryer edition dumplings are a category first, offering a freshly cooked, convenient twist on the traditional steamed or pan-fried varieties. We developed this range to help novice cooks find an easier way to cook Asian fusion foods but it also opens up the frozen snack and dessert category for us.

“The global market for air fryer products is growing rapidly as consumers look towards more health-conscious food preparation methods. Air fryers are designed to help reduce oil consumption and improve the nutritional value of food.

“The unique pastry, developed over nine months of meticulous research and development, is designed to seal in the goodness of the authentic Asian filling as it cooks, and deliver a satisfying crunch. Cooking regular dumplings in the air fryer results in a cracker-like pastry that is dry and tasteless - our innovation results in a flavourful laminated pastry that kids and adults love.

“While initially launching with savoury flavours such as chicken and corn, and the traditional favourite, pork prawn and chives, the new production technique will also allow us to develop a dessert range,” she says.

Old Country Food has also launched a direct-to-consumer factory shop at its new 800sqm North Shore manufacturing site, giving customers access to products and flavours not yet available in supermarkets and a ‘kitchen door’ channel to support new product development.

Dr Sevao says the initiative responds to shifting consumer behaviour as more New Zealanders seek value and variety by shopping across multiple outlets rather than relying on a single retail source.

“The factory shop allows us to showcase limited-edition flavours straight off our innovation line.

“It also gives customers a more interactive experience where they can share feedback or even suggest new flavours they’d like to see developed.

“The new model allows us to cost-effectively test market our products on a much larger scale, which accelerates the NPD process and as well as market insights we can use to support our sales channel.

“We are known as the company that comes up with new, exciting and delicious ways to enjoy traditional Asian food for the modern consumer, and strategically aligning our business to facilitate continuous innovation is important for us to maintain and grow our position in the market,” she says.

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