Harraways is a premium quality, local oat brand. Still privately owned, with oats sourced from Southland farms.
Traditionally kilned and milled from the original Dunedin mill, and with over 158 years of trust as a breakfast brand in New Zealand, it leads New Zealand’s oats category.
In all good Kiwi supermarkets, it commands a market-leading 44 percent-dollar share of the NZD 30.1 million oat bags business*. It is also driving product improvements within the oat sachets category segment.
Harraways has been a leader in average per annum oat sachet growth over the last few years, ranking within the top two selling oat sachet brands in New Zealand.
Building on consumer opportunity and momentum, Harraways plans to further refresh its oat sachet range.
From early March 2026, Harraways oat sachets will offer:
- Newly comprised, uniform, recyclable box size. Offers flexibility on serving size. Range comprising both big serve and smaller serve offerings - 45g and a new, 35g sachet serve
- Recipe mix includes old favourites. Most of these now offer less sugar per serve. Further demonstrates Harraways’ commitment to Kiwis health and wellness
- Exciting new 35g sachets (range of 2) features 10 serves per box. Recipes inside developed with indulgence and an extra creamy texture, delivering the ultimate experience. Flavours coming to market include exciting “Blueberry Buttermilk”, alongside decadent “Sea Salt Caramel”
Contact info@harraways.co.nz P. (03) 488 3073 Online. www.harraways.co.nz Social. FB, IG, TT, YT
*(Source = Circana)
