Kiwi brand secures huge deal with Coles

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A multi-million dollar deal will see Kiwi brand Loaf launched across the Tasman.

After six months of negotiations, chef-turned-businessman Sean Armstrong’s gourmet sweet and savoury slice range will now be stocked in supermarket giant Coles. 

It will sell the product in 400 of its stores throughout New South Wales and Victoria and Mr Armstrong hopes it will eventually be stocked in all 750 Coles outlets.

Loaf’s range is only available through specialist food stores in New Zealand, so to launch in Coles is a major coup, he says.

To ensure supply Loaf has increased productivity to 24 hours a day, seven days a week, and boosted staff by 20%.

Mr Armstrong, who launched the company in 2004, says he is pleased with the speed of negotiations and hopes to continue expansion.

“We are committed to building the business and this opportunity represents simply one of the many opportunities we are looking into both locally and internationally.” 

He recently invested in a new custom-made plant in Penrose, Auckland.

“The aim of the plant was to improve our ability to serve new markets and provide for the seamless growth of Loaf products. The Coles deal represents our first step in achieving this,” Mr Armstrong says.


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Another kiwi success story - we need more of them. Well done!

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