New Zealand food manufacturer Hansells Food Group unveiled its innovation centre and new bakery line in Auckland last month, while at the same time announcing that it is poised to make inroads into the Canadian market.

Prime Minister John Key was on hand to officially open the $18 million premises. The building comprises 4000 square metres of warehousing and a blast freezer, a 5000sqm food processing factory and a 1000sqm office and innovation centre.

Hansells Food Group ceo John McKay said the iconic Kiwi company had been quietly notching up a number of firsts both locally and offshore to the point where the business now has an annual turnover of $160 million.

“Whilst we are continuing to grow strongly in New Zealand, 60% of our business is now export-based and we are currently expanding into the Canadian market with the assistance and support of New Zealand Trade and Enterprise.”

The company has a portfolio of over 600 product lines from baking ingredients through to spreads and drinks. It currently makes the number one steamed pudding in the UK, and globally has the top selling rice bran oil brand. Its strong stable of well known brands includes: Alfa One, Aunt Betty’s, Hansells and Vitafresh.

McKay said further expansion into offshore markets and innovation would be the key growth drivers for the company.

“We’re currently establishing a Canadian operation, which will introduce existing and new products to the area, while also exploring further sales opportunities in other export markets.

“Locally, we have a team of highly skilled food technologists to staff the innovation centre, with the focus being on developing high quality, great tasting new products.”

McKay said when it comes to delivering on innovation, the company now has the onsite facilities to do so.

“We have installed two bakery lines and have continuous ovens set up with the flexibility to meet variable volume demands with the added capability to turnaround new product lines quickly and efficiently.”

The company has also become one of the first FMCG businesses in the world to adopt the Learn First Product Development system. The system is expected to help Hansells gain a clearer understanding of consumer needs and the organisation’s product development and production capabilities to ensure success in its product development efforts.

The company, which also has manufacturing sites in New Lynn and Masterton, currently employs over 380 staff.

An additional 30 new jobs were created at the new Penrose site.