From recipe to supermarket shelf
We built Nudairy's from a recipe into the leading dairy free cheese brand in New Zealand. Along the way we made most of the mistakes a new food brand can make. This is the checklist we wish we'd had.
1. Know what you're selling, and to whom
Before you spend money on packaging or production, write down three things. Who buys it, where they buy it, and what they pay for the thing it replaces. A dip that sells for $6 in a deli has very different maths to one sold at a supermarket promo price.
Talk to a buyer early if you can. They'll tell you what's missing in their category, and that's worth more than any survey.
2. Turn your recipe into a production formula
A recipe that works in a pot at home often won't behave the same in a 250kg batch. Starches thicken differently, oils separate, and flavours shift once a product is heated and held.
Your manufacturer should help you scale it. Expect a few rounds of kitchen trials and at least one pilot run on the actual line before you lock the formula in.
3. Prove your shelf life
Retailers want to know how long your product lasts, and you need evidence for the date on the pack. That means shelf life testing: storing samples and checking them over time for safety, taste and texture.
The process you use makes a big difference. Hot filling, where the product goes into the pot at 70 to 85°C, lets many dips, spreads and desserts reach a long chilled shelf life without leaning heavily on preservatives.
4. Get your labels right
New Zealand food labels follow the Australia New Zealand Food Standards Code. At a minimum you'll need:
The name of the food and a list of ingredients
Allergen declarations in the required format
A nutrition information panel
A date mark and lot identification
The name and address of the business responsible for the food
Allergens deserve extra care. They must be declared if the food contains them or if they were used in making it. If you plan to make a "free from" claim, you need to be able to back it up. Get your label checked before you print 10,000 of them.
5. Sort out food safety registration
Under the Food Act 2014, food businesses operate under a Food Control Plan or a National Programme. MPI's My Food Rules tool tells you which one applies to you. If you use a contract manufacturer, their plan covers the making. Still check with MPI what your own business needs as the brand owner.
6. Do the costing properly
Work back from the shelf price. The retailer takes their margin, then the distributor if there is one. Promotions take more. What's left has to cover ingredients, packaging, manufacturing, freight and your own margin.
Many new brands find their first costing doesn't work. It's better to find that out on a spreadsheet than after launch.
7. Choose the right manufacturer
Look for a manufacturer that already makes products like yours, at volumes you can grow into. Ask about:
Minimum order size
Pack formats they can run
Certifications you'll need, such as halal for export
How they manage allergens
Who helps with development, and what that costs
8. Plan your launch volume
Your first order needs to cover retail distribution, promotions and some stock in reserve. Too little and you can't fill orders. Too much and stock ages in a chiller.
Agree on lead times with your manufacturer, and know how quickly they can run a second batch if sales take off.
Thinking about launching a dip, spread, dessert or sauce? We develop and hot fill plant based products in our allergen free factory in Glen Eden, Auckland. Minimum runs start at 250kg. Start a project
