Smartfoods Growth Continues with Move to High-End Factory
New Zealand food producer, Smartfoods moved into new premises today to enable the company to accommodate recent rapid
growth. The factory will quadruple production capacity, as part of a five-year plan to boost revenue to $50 million from
this year’s target of about $20 million.
Smartfoods will be moving to 5,600 square metre, custom-designed building on Carbine Road in Mt Wellington. The factory
cost $3 million to fit out and includes a larger baking facility to allow the company to meet increasing demand.
Smartfoods Managing Director, Justin Hall, commented:
“The creation of this new factory is an exciting milestone in the development of the company. It will help us develop a
wider, innovative product range, opening up new opportunities to serve different market segments and better serve our
export markets. This move creates the platform for our future growth, which is great news for both our team and our
Mr Hall added that the healthy eating trend has played a large part in the on-going success of Smartfoods.
“More consumers are moving away from over processed foods to healthier foods with natural ingredients – both in New
Zealand and in our key markets overseas, Australia and China,” explained Mr Hall. “We are focused on developing foods
that are good for the body, without sacrificing taste. We want eating well to be an enjoyable experience, not something
that feels like a chore.”
Smartfoods produces a range of Vogel's breakfast foods for New Zealand and a number of offshore markets, makes a
Hillary-branded cereal range and will soon launch an entirely new brand.
The larger capacity of the company has also enabled the recent launch of four new Vogel’s ranges, including Light
Health, an easier, lighter way to enjoy all the goodness of muesli; Topper, a convenient, tasty way to add protein to a
meal or snack and Superoats, which offers the goodness of oats in a great tasting form. Smartfoods has also launched its
first bran cereal.
The business has grown at a compounded annual growth rate of 36.5 percent since its first full year of trading in
2005/06 and exports account for more than a third of revenue.