How New Zealand Food Manufacturers Are Scaling Innovation Through Asian Fusion Cuisine

Old Country Food’s Expansion Signals a New Era for Food Manufacturers in NZ

One of New Zealand’s most ambitious food manufacturers is doubling production capacity as demand surges for Asian fusion products. Old Country Food, the company that gained national attention for launching the world’s first hangi steamed buns, is expanding its output as it enters new product categories and shifts to a multi-channel distribution model. The business has rapidly grown its domestic footprint and continues to attract export interest for its new-look frozen product ranges.

The company’s breakthrough came when its Māori Asian fusion steamed buns sold out nationwide, drawing strong coverage across outlets including 1News, NZ Herald and Stuff. Building on that momentum, Old Country Food has developed a new dumpling line created specifically for air fryers and conventional ovens, opening a fresh category within the frozen meals sector.

Doubling Capacity to Meet Market Demand

CEO Dr Amy Sevao says the business has doubled the size of its manufacturing facility to support accelerated growth. The company now produces more than 2.1 million steamed buns and 12 million dumplings every year, cementing its position as a leader among New Zealand food manufacturers. Despite an unpredictable economic landscape for many producers, Old Country Food has increased its market share and grown by 21 percent over the past year.

Dr Sevao attributes the performance lift to several strategic decisions, including prioritising supply to large supermarket chains and implementing cost efficiencies from consolidating operations in the new factory. Product ranges are now stocked in all North Island New World and Pak’nSave supermarkets, along with selected South Island stores. The company also supplies Farro, Fresh World, Fruit World and specialty Asian supermarkets across the country.

“There’s an innovation gap in the frozen ready-to-eat section and we intend to fill it,” she says.

Air Fryer Dumplings Create a New Category

The company’s newest release, its air fryer dumpling range, is already outperforming expectations in Farro Supermarkets. The line is a category first in New Zealand, giving home cooks a simple way to prepare Asian fusion dishes while also appealing to families looking for healthier meal options.

Global demand for air-fried products continues to rise as consumers push for lower-oil cooking methods. Independent research indicates air fryers can reduce oil use by up to 75 percent (Healthline), a trend Dr Sevao says is reshaping how families shop for frozen meals.

The dumplings’ laminated pastry was developed over nine months of R&D to create a crisp shell without sacrificing flavour. Unlike standard dumplings which turn brittle in an air fryer, the new pastry seals in moisture and delivers a satisfying crunch. The company is launching with chicken and corn, and pork prawn and chives, with plans to introduce a dessert range using the same production technique.

New Multi-Channel Distribution Model Strengthens Growth

Old Country Food has opened a direct-to-consumer factory shop at its new 800sqm North Shore facility. The retail space gives customers access to limited-edition products and experimental flavours straight from the innovation line.

Dr Sevao says the shop responds to shoppers’ changing habits as more New Zealanders mix supermarket shopping with specialty stores to find value and variety. The model also speeds up product development because customer feedback can be collected in real time and applied to large-scale testing.

“We’re known for creating new and exciting ways to enjoy traditional Asian meals. Designing the business to support continuous innovation helps us maintain momentum in a competitive market,” she says.

Why Innovation Matters for NZ Food Manufacturers

Old Country Food’s growth reflects a broader shift across New Zealand’s manufacturing sector. As consumer tastes evolve and competition intensifies, companies that innovate quickly and adopt multi-channel models are outperforming traditional producers. Many are turning to one of the top PR agencies new zealand businesses rely on to elevate their profile as they scale.

The story has been widely picked up across national media, highlighting the strong appetite for food innovation stories and the growing influence of Asian fusion cuisine within New Zealand’s culinary landscape.

Impact PR Commentary

Impact PR works extensively with food technology companies, FMCG exporters and consumer goods brands to help them translate product stories into national media coverage. New Zealand’s food sector is deeply competitive and businesses that innovate early often gain the strongest consumer loyalty. Public relations plays a critical role in helping brands stand out, whether they are launching new SKUs, upgrading manufacturing facilities or entering new retail channels. Our experience includes supporting emerging food manufacturers as well as established brands seeking to build trust and visibility in both domestic and offshore markets. We help clients engage retailers, educate consumers and secure earned media coverage that strengthens reputation at every stage of growth.