Honest Burger Range Drives Increase in Demand

Sales data reveals that Silver Fern Farms’ Honest Burger range launched in Countdown stores nationwide on 1 February has significantly grown the whole burger category in the first month alone.

Designed for burger lovers who are serious about quality, the Honest Burger range showcases delicious home-grown flavours, from farm to forest, by combining New Zealand’s finest pasture-raised beef, lamb and venison with hints of uniquely New Zealand ingredients. The range has no artificial flavours or preservatives and is gluten-free.

Silver Fern Farms Group Marketing Manager Nicola Johnston said the category growth reflects the latent demand for burgers that don’t sacrifice quality and nutrition for convenience.

“True to the name, there are no surprises in our Honest Burgers, just good natural ingredients. Our Honest Burgers are 97% New Zealand red meat paired with New Zealand herbs and seasonings so they’re a great choice for people who are focused on making healthy food choices, who might typically make their own burgers from scratch at home,” said Johnston.

The sales data to date shows that the beef & lamb with Mānuka smoked salt flavour is a clear favourite so far. Other flavours in Silver Fern Farms’ Honest Burger range include beef burgers with horopito pepper, lamb burgers with kawakawa herb, and venison & lamb burgers with kelp sea salt.

“Our consumer research also shows consumers like our Honest Burger packaging, which features colourful and fun outer sleeves that are recyclable, with conveniently portioned two-by-two inner packaging that’s perfect for those who only need two servings at a time."