Forty Thieves products have been included in The Warehouse's grocery offering. The debut has coincided with the retailer's notable expansion of pantry essentials. Supermarket News sat down with Shyr Godfrey, co-owner and director of Forty Thieves, to discuss the partnership and new developments for the brand over the coming months.
Forty Thieves is the only branded peanut butter available at The Warehouse and will be stocked in more than 85 stores across the country. Godfrey said the added opportunity of tapping into new shoppers who have not yet discovered Forty Thieves was exciting.
"We're planning some fun moments with The Warehouse team to get in front of as many Peanut Butter lovers as possible," said Godfrey.
"Once new shoppers have trialed our delicious products through The Warehouse, we anticipate that many will switch to our brand when shopping at the supermarket, too."
The selected Forty Thieves products for The Warehouse range include Peanut Butter Smooth 500g, Crunchy 500g, and SuperFood Butter 500g. Godfrey added that the selection reflects The Warehouse's versatile range of essential products.
The Smooth and Crunchy varieties contain good fats, protein, and micro-nutrients, as well as a perfected texture and flavour profile. When deciding on a third SKU, Forty Thieves offered The Warehouse grocery team its SuperFood Butter with hemp, nuts and seeds to try, which was picked up by 72 stores.
“Partnering with Forty Thieves has been an excellent addition to the retailer's expanding grocery presence,” said Ryan Murphy, Grocery Lead at The Warehouse.
"We want to give Kiwis choice and affordability in our grocery range, and we love the ethos of the Forty Thieves team and their products, and we're excited to see what our customers think."
Godfrey said the time was right to approach The Warehouse's grocery buyers. The Warehouse has committed to disrupting the status quo on how and where New Zealanders buy their groceries.
"We hope to see many more new and classic New Zealand brands available at The Warehouse over the next little while," added Godfrey.
Forty Thieves' local successes have benefitted its international export markets. Following successful growth in Woolworths New Zealand stores in 2023, Forty Thieves experienced 122 percent growth in its three main overseas markets: Singapore, Taiwan, and Malaysia. Recent developments for the brand include a new store banner, Mercato, for the Malaysian market and the launch of four additional SKUs at the Cold Storage NZ Fair in April.
