New World has played a significant role in the lives of New Zealanders, with the recognisable red and black ‘NW’ diamond logo standing out as a welcoming symbol.
The inviting atmosphere of New World greets visitors with the aroma of freshly baked goods, the friendly smiles of staff at the checkout, and the display of fresh produce at the entrance.
As New World celebrates its 60th anniversary today, it's worth exploring its origins. Giselle Bleakley, head of marketing and CX at New World mentioned that the exact reasons for the brand's inception were unknown.
While in the early 1960s, Four Square, another Foodstuffs co-operative store, used the slogan' a New World of Shopping’ in its in-store ads, it is uncertain how this led to the birth of New World as a separate brand.
She added that the rise of American-style supermarkets in the 1950s and 1960s, offering a more comprehensive range of products under one roof, likely influenced the evolution of the New World brand.
The first fully branded New World store opened in Milford on June 6, 1964, as part of the Foodstuffs Auckland co-operative, which later merged into Foodstuffs North Island. By 1966, there were 11 New World stores operating across Auckland.
The original New World store in Milford on Kitchener Road still stands today, having undergone several upgrades over its 60-year history, including a complete renovation and expansion in 2014.
Owner-operator David Dill-Russell, who has managed the supermarket for the past two years, mentioned that New World's enduring success can be attributed to its unique features and strong community engagement. Having local owner-operators has allowed the stores to tailor their offerings to meet the needs of their communities.
“We’ve got one team member, KiYon, who has worked at New World Milford for over 35 years. She is well-known and loved within the community and knows just about every regular customer by name,’ said Russell.
“We continue to evolve, and I think all the great things we offer in-store are a massive point of difference. From our in-store butchery and bakeries, where we train our apprentices, the emphasis on being part of our communities makes us a very Kiwi brand.
