NZ bugs head for tables in UK

By DITA DE BONI

Five shipping containers full of Berry Berry Bubbles, Berry Berry Nice and Bugs in Mud sent to Britain this week will give a new taste of New Zealand to consumers there.

Hubbard Foods has been given approval to supply British supermarket giant Tesco's "creative breakfast cereal" segment with the three product lines, all free of genetically engineered ingredients.

The cereals would be sold in 350 of Tesco's 600 stores spanning England, Scotland and Ireland.

Managing director Dick Hubbard said the deal was substantial, but would not give figures.

He saidthe three cereals were chosen because buyers wanted to add some excitement and creativity to their breakfast cereal category.

Products like children's cereal Bugs in Mud - puffed rice "bugs" with stripes on their backs - impressed the supermarket with a fresh approach and "distinctive graphics," he said.

The fact the three cereals were made from food that was not genetically modified was also essential for sealing the deal, as well as their "made in New Zealand" status.

"Market research done in Britain shows that the 'New Zealand-ness' of the product is a big plus, and that UK housewives hold [New Zealand] in a special place."

The cereals would arrive on Tesco shelves in March.

The deal would be a chance to represent Kiwi manufacturers and prove that even a country "down the bottom of the world and round a corner" was in the running to be a significant supplier to the British-European market, said Mr Hubbard.

"We are in this relationship [with Tesco] for the long haul, and will be working on an aggressive marketing plan with [them] to launch the product in the UK market.

"If they have any problems, all we need is 48 hours' notice and we can be in the UK."

Mr Hubbard would meet Tesco in Britain next week to seal the deal and said his main focus now was on filling the orders.