Hubbard Foods

What Hubbard Foods does

Hubbard Foods is a privately held New Zealand food company headquartered in Auckland and founded in 1990. The firm employs between 251 and 500 people, placing it in the mid-sized bracket of Kiwi consumer-goods manufacturers. Its public positioning, captured in a brand tagline describing its role in "fueling people with the energy and inspiration for a life of endless possibility," signals a consumer-facing nutrition/breakfast-food orientation, although the supplied source material does not enumerate the specific product portfolio, SKUs, or manufacturing footprint.

No substantive corporate information (revenue, ownership, subsidiaries, leadership, customers, product catalog, or technology stack) was extractable from the primary website source beyond a verification/loading page. The single corroborating data point outside the company website is a small monetary transaction in December 2023 with oOh!Media, an outdoor advertising vendor, which is most plausibly an advertising/media-buy arrangement rather than an equity capital event. Given the data thinness, this description is necessarily conservative and grounded only in the firmographics supplied.

Operationally, the company functions as a conventional for-profit consumer food business with a New Zealand domicile and no disclosed geographic expansion, digital platform, or technology layer beyond a basic corporate web presence.

Name

Hubbard Foods

Website

https://hubbards.co.nz

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

251–500 employees

Short description

Hubbard Foods is a privately held New Zealand consumer food company, headquartered in Auckland, founded in 1990, employing 251–500 staff, and positioned around nutrition and energy-focused food products for the domestic market.

Ownership category

akta.pro rank

Product category

Consumer Food Products

NAICS

Food Manufacturing (311)

SIC

Food And Kindred Products (2000), Grain Mill Products (2040)

akta.pro primary industry

Health/Protein Snack Bars Manufacturing (AFAKAIAN)

Keywords

• Consumer food products
• Food manufacturing
• Packaged food
• Food and beverage
• Consumer packaged goods

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Core offering

Hubbard Foods is a New Zealand-based food company founded in 1990 in Auckland that produces food products intended to fuel people with energy and inspiration for a life of endless possibility. The company operates as a private for-profit food manufacturer with 251-500 employees.

Differentiator

Problem solved

Functional benefit

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves1 record

Broad incumbents

• Kellogg's (Kellanova): Global cereal and snack-bar incumbent with extensive NZ distribution. Competes in nearly every sub-category Hubbard plays in but at far greater scale.
• General Mills: Multinational cereal and snack-bar conglomerate (e.g., Nature Valley, Fibre One). Same product categories, with global manufacturing and marketing scale.
• Nestlé: Largest global food manufacturer with cereal, breakfast and snack-bar offerings (e.g., Milo, fitness/sports nutrition bars). Competes broadly across the category.

Regional players

• Blue Frog Breakfast: NZ-based muesli brand operating in the same domestic market with comparable product positioning. Closest same-geography emerging peer.

Direct peers

• Nature's Path Foods: Organic and better-for-you cereal/granola/snack-bar brand with overlapping target consumer (health-conscious households). Comparable product portfolio.
• Sanitarium (Weet-Bix): NZ/AU-based breakfast cereal brand that competes head-to-head with Hubbard in muesli, cereal and snack bar categories. Closest direct peer given geography and product overlap.
• Carman's Kitchen: Australian muesli, granola and snack-bar brand with similar better-for-you positioning. Comparable on product mix, channel strategy and target consumer.

Emerging players

• Bob's Red Mill: Whole-grain and natural-foods brand with strong muesli/granola adjacency. Overlaps in ingredients (oats, grains) and better-for-you positioning.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat1 record

Key risks4 records

Key highlights3 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Hubbard Foods