Tasti Products Ltd

What Tasti Products Ltd does

Tasti Products Ltd is a New Zealand-owned food manufacturer headquartered at Te Atatū Peninsula, Auckland, operating since 1932 and self-identifying as the largest manufacturer of muesli bars in New Zealand. The company produces snack bars (Snak Log, Nut Bars, Protein Bars, Cookie Dough Bars, Chewy Muesli Squares, Rise Bars, Nut Butter Bars, Protein Fix), wholefood balls including the Smooshed sub-brand, snack mixes, raw snacking ranges, seasonal chocolate-dipped fruit, breakfast cereals (Toasted Protein Nut Muesli), and a broad baking-ingredients portfolio spanning nuts, seeds, soft and juicy dried fruits, baking essentials and traditional baking favourites such as Crystallised Ginger and Fruit Mix. Core production capability includes muesli bar manufacturing using traditional gem irons, a method preserved since 1977.

The company's revenue model is built on branded consumer-goods sales through retail distribution. In New Zealand, products are sold through supermarkets serviced by an in-house National Field Sales Team established in 2020; in Australia, value packs are exclusive to Woolworths; and additional revenue is generated through global export channels. A B2B private-label manufacturing capability complements branded sales, with historical precedent including a 1990s agreement with Weight Watchers. Marketing is conducted via organic social channels (Instagram, Facebook, YouTube, Pinterest), email newsletter, and an extensive recipe content library on the company website. Pricing is not publicly disclosed. Sustainability and conservation positioning is a notable brand pillar, with Tasti acting as the largest contributor to the Forest Lifeforce Restoration Trust since 2006 and partnering with EnviroWaste on waste-reduction programs.

Ownership and control remain concentrated within the Hall family, with Simon Hall serving as Executive Chairman since 1996 (succeeding his father John Hall, who took over from founders Oswald Lawless and Victor Watson in 1965). The company is privately held with no identified institutional investors, no parent entity, and no public listing. The workforce numbers over 250 employees and the operating footprint spans New Zealand, Australia, and global export markets.

Name

Tasti Products Ltd

Legal name

Tasti Products Limited

Website

https://tasti.co.nz

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

51–100 employees

Short description

Tasti Products Ltd is a New Zealand-owned food manufacturer founded in 1932 and the largest muesli bar producer in New Zealand, making snack bars, wholefood balls, baking ingredients, and breakfast cereals for retail consumers across NZ, Australia, and global export markets.

Ownership category

akta.pro rank

Product category

Snack Bar Manufacturing

NAICS

Other Snack Food Manufacturing (311919), Snack Food Manufacturing (31191), Sugar and Confectionery Product Manufacturing (3113)

SIC

Food And Kindred Products (2000), Bakery Products (2050), Sugar & Confectionery Products (2060)

akta.pro primary industry

Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)

akta.pro secondary industries

Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI), Health/Protein Snack Bars Manufacturing (AFAKAIAN), Functional Snacks & Bars Manufacturing (High-Protein, High-Fiber, Probiotic Snacks) (AFAKAJAG), Dried Fruit & Fruit Snacks Manufacturing (AFAKAIAL), Snack Bakery (Cookies, Crackers, Bars) Wholesale (AFAIAFAI)

Keywords

• Snack bar manufacturing
• Muesli bar production
• Baking ingredients
• Dried fruit nuts
• Private label food

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Snack Bar Sales: Manufacture and sale of snack bars including muesli bars, protein bars, nut bars and other snacking products through retail supermarkets
2. Baking Ingredients: Sale of baking ingredients including nuts, seeds, dried fruit, crystallised ginger, glacé cherries, fruit mince to consumers and potentially food service
3. Private Label Manufacturing: Expertise sought out by retailers and others to make their products under their brands (e.g., Weight Watchers agreement in the 1990s)
4. Conservation Donation: Donate 20 cents from sale of 210g packets of Tasti Nut Bars to Forest Lifeforce Restoration Trust, up to maximum $200,000 annually

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Tasti Products Ltd manufactures and sells branded snack bars (including muesli bars, nut bars, protein bars, cookie dough bars, chewy muesli squares, wholefood balls and snack mixes), breakfast cereals, and a comprehensive range of baking ingredients such as nuts, seeds, dried fruits, glacé cherries, crystallised ginger and fruit mince. Products are sold through New Zealand supermarkets, exported globally, and listed exclusively in value-pack format at Woolworths in Australia. The company also offers private label food manufacturing for retailer and brand customers.

Product overview

Tasti Products Ltd is a New Zealand-owned food manufacturer established in 1932, headquartered in Te Atatū Peninsula, Auckland. The company operates as the largest manufacturer of muesli bars in New Zealand and produces a comprehensive portfolio of snacking products, baking ingredients, and dried fruits. The product portfolio is organized into several core categories: (1) Snacking products including muesli bars (Snak Log, Nut Bars, Protein Bars, Cookie Dough Bars, Chewy Muesli Squares), wholefood balls (Smooshed, Fruit Balls, Fruit+Vege), and snack mixes (Raw Snacking, Snack Mix, Dark Chocolate Dipped Fruit); (2) Baking ingredients including nuts and seeds (Almonds, Walnuts, Cashews, Peanuts, and various seeds), soft and juicy dried fruits (Apricots, Dates, Figs, Peaches, Prunes), baking essentials (Yeast, Coconut, Passionfruit Syrup), and baking favourites (Crystallised Ginger, Fruit Mince, Fruit Mix, Glace Cherries); (3) Breakfast cereals including Toasted Protein Nut Muesli. The company also maintains an extensive recipe collection and has expanded distribution to Australia with region-specific product ranging.

Differentiator

Problem solved

Functional benefit

Brands

• Smooshed: Plant-based wholefood snack balls - on-the-go snacks made from natural ingredients pressed together. Plant-based, gluten-free, GMO-free, no preservatives.
• Tasti Nut Bars

Products and services

• Snak Log Muesli Bars Iconic New Zealand muesli bar launched in 1977, made with nuts and seeds baked in traditional gem irons. Sold to consumers through NZ supermarkets and export markets.
• Nut Bars

Quantifiable outcome

• 500 kiwi birds released into the wild through Forest Lifeforce Restoration Trust
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core, major and minor.

• Forest Lifeforce Restoration TrustcoreStrategic or Co-development Partner · 1 January 2006Tasti has been the largest contributor to the Forest Lifeforce Restoration Trust since 2006. The trust works to restore threatened species of fauna and flora in native forests within Central North Island, focusing on kiwi conservation. Tasti donates 20 cents from each 210g packet of Nut Bars sold (up to $200,000 annually). Executive Chairman Simon Hall runs the private Conservation Trust.
• EnviroWastecoreStrategic or Co-development PartnerTasti partnered with EnviroWaste to help reduce landfill waste across their site. They conduct annual waste audits to identify opportunities to reduce, recycle and re-use. Working together, they found a company that can process wrapped bars for animal feed and another that makes plastic decking from bulk bags.
• Save the KiwimajorStrategic or Co-development PartnerPartner in Operation Nest Egg kiwi conservation initiative. Run the Napier Kiwi Creche. The Forest Lifeforce Restoration Trust works alongside Save the Kiwi and Department of Conservation.
• Department of ConservationmajorStrategic or Co-development PartnerGovernment partner in Operation Nest Egg kiwi conservation initiative. Working together with Forest Lifeforce Restoration Trust on kiwi recovery efforts.
• National Kiwi HatcherymajorStrategic or Co-development PartnerRotorua-based hatchery that receives kiwi eggs from the Forest Lifeforce Restoration Trust's Maungataniwha property for incubation and rearing. Kiwi chicks are returned to the wild when large enough to fend for themselves.
• Napier Kiwi CrecheminorStrategic or Co-development PartnerSave the Kiwi run facility in Napier that rears kiwi chicks from eggs collected at Trust's Maungataniwha forest.
• Ngāti Pahauwera Development TrustminorStrategic or Co-development PartnerMana whenua partner of the Forest Lifeforce Restoration Trust, contributing to conservation work at Maungataniwha and Pohokura properties.
• Cape SanctuaryminorStrategic or Co-development PartnerPartner in kiwi conservation efforts near Napier, working with Forest Lifeforce Restoration Trust on species restoration.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Sanitarium Health Food Company: Australia/New Zealand-based health food manufacturer producing Weet-Bix, So Good, and a range of breakfast cereals and snack bars. Closely comparable as a trans-Tasman CPG peer with strong supermarket presence and health-led branding.
• Carman's Kitchen: Australian muesli, granola, and bar brand with deep supermarket distribution. Directly comparable product portfolio (muesli bars, nut bars, granola) competing for the same health-conscious Australian consumer that Tasti targets via Woolworths.
• Cookie Time Group: NZ-founded cookie and baked-snack brand with strong Kiwi brand heritage and global distribution. Comparable as a similarly positioned NZ-born, family-grown snack CPG with consumer-brand-led marketing.
• Ceres Organics: Trans-Tasman organic foods brand selling baking ingredients, nuts, seeds, dried fruits, and healthy snacks. Directly comparable to Tasti's baking-ingredients and natural-snacking portfolio in NZ and Australian retail.
• Freedom Foods Group: Australian health-food CPG producing cereals, snack bars, and plant-based products. Comparable as a trans-Tasman competitor in healthy snack bars and breakfast categories targeting similar health-conscious consumers.

Broad incumbents

• Griffin's Foods: New Zealand's largest biscuit and cracker manufacturer (owned by Universal Robina). Comparable as a fellow long-established NZ baked-snack CPG with supermarket dominance, but broader in category (crackers, cookies) rather than specializing in bars.
• Bluebird Foods: New Zealand snack manufacturer (chips, popcorn) owned by PepsiCo. Comparable NZ snack-food manufacturer with supermarket dominance, but category-adjacent (savoury snacks) rather than bar-focused.
• Arnott's Biscuits: Australia's largest biscuit and cracker manufacturer (owned by Kellanova). Broad incumbent in the same Australian supermarket shelves where Tasti's value packs are sold; competing for the same savoury/sweet-snack occasions.
• Nature Valley (General Mills): Global granola and snack-bar brand owned by General Mills. A broad incumbent competitor that increasingly competes with Tasti on NZ/Aus supermarket shelves in the same muesli/granola bar category.
• Kellogg's (Kellanova): Global cereal and snack-bar manufacturer with established presence in NZ and Australia. Comparable as a broad incumbent in the breakfast cereal and snack-bar categories where Tasti competes.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCf85okS9p-vdhpJuJbRZlow
• Facebookfacebook.com/TastiNZ
• Instagraminstagram.com/TastiNZ
• Pinterestpinterest.nz/TastiProductsLtd
• Xx.com/TastiNZ

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tasti Products Ltd