Maori branded infant formula safe - MAF

A Maori-branded infant formula being exported to China meets all food safety and export regulations. Photo / supplied

A Ministry of Agriculture and Forestry (MAF) investigation has found a Maori-branded infant formula being exported to China meets all food safety and export regulations.

Auckland-registered company Kiaora New Zealand International sells its Heitiki formula to China via the internet. Heitiki tins are clearly branded as being from New Zealand -- featuring a Maori woman on the label.

MAF compliance and enforcement director Geoff Allen said the company had been under investigation for about 10 days.

"The investigation was primarily on whether there was a food safety issue, and I'm pleased to report that no food safety issues were identified," he said.

"The investigation then moved to other food issues relating to the origin and export destination of the product. Again, nothing untoward was identified.

"The product is manufactured in New Zealand according to the relevant legal requirements."

Mr Allen said MAF would now investigate the labelling and marketing of the formula.

Maori Party co-leader Tariana Turia raised concerns about the product last week, saying she was alarmed at the association of food with a cultural icon.

Kiaora New Zealand today apologised for causing offence and said would rebrand its products.

"We deeply regret the cultural insensitivity on our part arising from our use of the Heitiki brand," general manager Sean Xu said.

"We will be rebranding the product without reference to Maori culture but in a way that still promotes its New Zealand manufacture."

Mr Xu said the company, which was established in mid-2010, only began selling the formula to China in March.

The product's manufacturer -- Food Contractors Limited, a division of New Image Group -- was also the registered exporter, he said.

Kiaora is not a MAF registered dairy exporter.

New Image has distanced itself from the product's imagery, saying it "plays no part in the marketing and promotion of contract manufactured brands".

- NZPA