The chilled continental meats category continues to show signs of strength, now valued at over NZD 92 million and edging upward in growth.
Within that, sliced salami remains the star performer, driving both volume and value as consumers look for quality, convenience and variety in their entertaining and everyday meals.
Hellers, New Zealand’s most trusted smallgoods brand, is capitalising on this momentum with the launch of its new Salami Sliced & Stick range, a contemporary range designed to invigorate the category and attract new shoppers.
Combining trusted Hellers quality with modern consumer insights, the range delivers premium flavour in accessible pack sizes that meet today’s cost-of-living and convenience realities.
The collection introduces both sliced and chub-style stick formats, expanding salami’s role from traditional pizza topping to platter hero and easy meal solution.
The 90 g sliced packs, including Pizza, Mild and Chorizo, offer perfect portion slices at a price point that encourages trial and variety, while 200 g formats cater to larger households seeking everyday value.
The new 120 g sticks, available in Mild, Pepperoni and Hot Honey, tap into the growing trend for custom entertaining, giving shoppers flexible slice-to-preference options and strong visual appeal on platters.
A key feature of the refreshed range is visibility and quality reassurance. Each pack now includes a clear product window, allowing shoppers to see the premium texture and finish that define the Hellers brand.
For retailers, the breadth of flavours and formats creates multiple entry points into the category, driving incremental sales and helping convert occasional buyers into repeat purchasers.
Read more in the latest issue here
