Tasman Bay Food Co

What Tasman Bay Food Co does

Tasman Bay Food Co is a privately held, family-owned food manufacturer headquartered at 61 Factory Road, Brightwater, in the Tasman region of New Zealand. Founded by Brian Hirst, the company operates a single-site integrated production facility with eleven production areas covering fruit pressing, juice blending, dairy processing, baking, sauce manufacturing, and frozen pops lines. It runs two complementary business lines: a consumer brands portfolio and a contract manufacturing service for other food companies. The consumer portfolio comprises three core frozen treat brands: Juicies (frozen fruit pops made from freshly pressed Nelson Tasman apples, sold since 1990 in Original, Coconut, and Tube variants), Moosies (flavoured NZ milk freezes providing calcium), and Dr. Feelgood Frozen Pops (dairy-free pops distinguished by no-plastic home-compostable packaging certified to AS5810). The company also sells Speedway Sauce (foodservice chutney) and accessories including Juicies Holders and a 2025-published founder memoir.

Revenue is generated through a multi-channel model: direct e-commerce via a Shopify storefront (free NZ delivery over NZ$35), wholesale into major supermarket chains (New World, Pak'n'Save), school canteen supply via regional distributors (Futurefoods in Auckland), an exclusive fundraising partnership with The House of Fundraising, and export to nine countries (Australia, Japan, Singapore, South Korea, UAE, Malaysia, Pacific Islands) through local distributors. The contract manufacturing division provides baked goods, military long-shelf-life fruit bars, fruit juice pressing and pasteurisation, and sauce production for third parties, leveraging SQF, MPI, BioGro, Halal, and Kosher certifications. Headcount sits at approximately 50 full-time employees, with second-generation family members in operational leadership. The business has received two small Callaghan Innovation grants (2019, 2020) totalling under NZ$9K and has no external institutional investment identified.

Name

Tasman Bay Food Co

Legal name

Tasman Bay Food Co.

Website

https://tasmanbay.nz

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Tasman Bay Food Co is a family-owned New Zealand food manufacturer producing iconic frozen treat brands Juicies, Moosies, and Dr. Feelgood, alongside contract manufacturing services for baked goods, juices, sauces, and military rations. It sells through supermarkets, school canteens, fundraising, e-commerce, and export to 9 countries.

Ownership category

akta.pro rank

Product category

Frozen Confectionery & Snacks

NAICS

Ice Cream and Frozen Dessert Manufacturing (31152), Ice Cream and Frozen Dessert Manufacturing (311520), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Frozen Food Manufacturing (31141)

SIC

Ice Cream & Frozen Desserts (2024), Bakery Products (2050), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Ice Cream, Frozen Desserts & Novelties Manufacturing (AFAKAKAE)

akta.pro secondary industries

Dairy-Based Frozen Novelties Manufacturing (Bars, Sandwiches, Cones) (AFAHAEAG), Frozen Bakery Products Manufacturing (AFAKAAAF)

Keywords

• Frozen fruit pops
• Flavoured milk freezes
• Contract food manufacturing
• Home compostable packaging
• School canteen supply

Headquarters

HQ city

Brightwater

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Online sales through Shopify storefront to consumers, with free delivery over $35 throughout New Zealand
2. Wholesale to Supermarkets: Products sold to major supermarket chains including New World and Pak'n'Save for retail sale
3. School Canteen Supply: Supplying Juicies and Moosies to school canteens throughout New Zealand and Australia
4. Contract Manufacturing: Providing contract manufacturing services for baked goods, fruit juice pressing, pasteurization, military ration packs, and sauces to other food companies
5. Export/Distribution: Exporting products to Japan, Singapore, South Korea, UAE, Malaysia, and Pacific Islands through local distributors

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Tasman Bay Food Co manufactures and sells frozen fruit and dairy-based treats under three consumer brands — Juicies, Moosies, and Dr. Feelgood Frozen Pops — produced at its Brightwater, Nelson Tasman facility from freshly pressed local apples and NZ milk. Beyond consumer goods, the company operates a contract manufacturing division producing baked goods, long-life military fruit bars, pasteurised fruit juices, and sauces for other food companies.

Product overview

Tasman Bay Food Co is a family-owned food manufacturing business based in Brightwater, Nelson Tasman, New Zealand. The company operates as both a consumer products business and a contract manufacturer. Its consumer products portfolio centers on three core frozen treat brands: Juicies (frozen fruit pops in Original, Coconut, and Tube variants, made from freshly pressed Nelson apples since 1990), Moosies (flavoured milk freeze made with NZ milk), and Dr. Feelgood Frozen Pops (dairy-free frozen pops in innovative flavours). Supporting products include Speedway Sauce (foodservice chutney) and Juicies Holders (accessories). The contract manufacturing division provides bakery production, military long-life fruit bars, fruit juice pressing/pasteurisation, and sauce manufacturing services. The company also publishes a memoir book by its founder.

Differentiator

Problem solved

Functional benefit

Brands

• Juicies: Iconic range of frozen pops made from healthy and delicious freshly pressed apples from the Nelson Tasman region. Includes Original Juicies, Coconut Juicies, and Juicies Pops. Sold in school canteens since 1990.
• Moosies
• Dr. Feelgood Frozen Pops
• Zesti

Products and services

• Juicies Iconic frozen fruit pops made from freshly pressed Nelson Tasman apples blended with other fruit juices. Available in Original, Coconut, and Tube variants. Sold in school canteens since 1990 and exported globally.
• Moosies

Quantifiable outcome

• 10,000,000 Juicies consumed in New Zealand alone over 30 years
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Nelson Giants Basketball TeamminorGTM or Marketing Partner · 1 January 2021Ice cream sponsorship of local Nelson basketball team, with Dr. Feelgood Frozen Pops served at home games at the Nelson Trafalgar Centre.
• Shotover JetminorGTM or Marketing Partner · 1 January 2021Promotional partnership offering free Dr. Feelgood Frozen Pops to first 20 family pass bookings during school holidays using promo code DRFEELGOOD.
• The House of FundraisingcoreChannel Partner/ Reseller/ DistributorExclusive reseller partnership where The House of Fundraising sells Juicies fundraiser packs to schools and community groups for their fundraising initiatives.
• Futurefoods AucklandcoreChannel Partner/ Reseller/ DistributorSchool canteen distributor covering Auckland regions (South, West, East, North) led by Julie Kozlowski, providing healthier food options to school canteens.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Unilever (Wall's Ice Cream): Unilever's Wall's/Magnum portfolio is the global benchmark in impulse ice cream and frozen novelties. Comparable to Tasman Bay as the dominant competitor in the frozen novelty category with vastly greater scale and reach.
• New Zealand Natural (Froneri): New Zealand Natural is a globally distributed NZ-origin ice cream brand, also under Froneri ownership. Comparable to Tasman Bay as a New Zealand provenance ice cream/dessert brand with international retail distribution and similar consumer target.
• Nestlé Ice Cream: Nestlé operates one of the world's largest ice cream and frozen dessert businesses including Mövenpick, Häagen-Dazs, and Drumstick. Comparable to Tasman Bay as the global incumbent competing in the same frozen novelties category with substantially larger R&D and marketing budgets.

Emerging players

• Kohu Road Ice Cream: Kohū Road is an NZ premium ice cream brand focused on natural ingredients and clean label. Comparable to Tasman Bay's Juicies and Moosies in the better-for-you frozen treat segment, targeting health-conscious families.
• Duck Island Gelato: Duck Island is an NZ craft gelato maker with strong brand presence in premium retail and foodservice. Comparable to Tasman Bay as a New Zealand-origin frozen dessert brand targeting premium, natural, locally-made positioning.

Direct peers

• Tip Top (Froneri): Tip Top is New Zealand's leading ice cream and frozen dessert brand, owned by Froneri. It is the most direct competitor to Tasman Bay in the NZ supermarket and foodservice frozen dessert channel, with overlapping customer base of families and children.
• Deep South Ice Cream: Deep South is a New Zealand premium ice cream manufacturer serving supermarkets and foodservice. Comparable to Tasman Bay as a domestically produced frozen dessert brand competing for similar retail shelf space and family consumers in NZ.
• Pitango Frozen Foods: Pitango is a New Zealand producer of organic, chef-designed frozen meals and soups with supermarket distribution. Comparable to Tasman Bay in the premium, natural, NZ-made frozen category with supermarket channel focus.

Regional players

• Jelani (Cassia Products): Jelani is a New Zealand/Australian maker of frozen juice bars and ice pops sold in major supermarkets. Comparable to Tasman Bay's Juicies as a regional fruit-based frozen novelty brand with similar retail placement and family/children positioning.

Others

• Bidfood New Zealand: Bidfood is a major NZ foodservice distributor and contract food manufacturer. Comparable to Tasman Bay's contract manufacturing division as a B2B partner providing similar sauce, bakery, and food production services to foodservice and institutional customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tasmanbay
• LinkedInlinkedin.com/tasmanbay
• Instagraminstagram.com/lovejuicies

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

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 Tasman Bay Food Co