Hansells

What Hansells does

Hansells is a private New Zealand-headquartered company located in Penrose and founded in 1934, with a current workforce of 51-100 employees. Available metadata describes the business as an e-commerce site for ready-made yoghurt products, served to consumers through the hansells.com storefront. The 1934 incorporation date is a material input — it implies a long-operating enterprise whose current-day product and channel positioning cannot be inferred from founding era alone, and the only product characterization supplied (yoghurt-only) may represent a narrow read of a broader food portfolio. Source block, which attempted to capture the corporate website, returned only a verification/loading screen ("One moment, please..."), so SKU breadth, product format (cultured, Greek, drinking yoghurt, plant-based), supplier relationships, and platform architecture are not directly observable from the input material.\n\nThe technology stack is unobserved: there is no disclosed core_technology, no proprietary features list, no API/SDK documentation, and no integrations catalog. Products and services, pricing details, customer segments, value proposition, marketing channels, distribution channels, app details, and certifications are all empty in the source records. Whether Hansells manufactures, co-packs, private-labels, or pure-resells third-party yoghurt brands is therefore not determinable from the supplied data — a meaningful gap for an investor seeking to understand unit economics and margin structure.\n\nThe business model, as can be reconstructed from the metadata, centers on direct-to-consumer online sales of ready-made yoghurt products to retail consumers, presumable primarily in New Zealand and possibly adjacent markets. No pricing model, average order value, customer count, gtm_motion, or revenue disclosure is available. Ownership, parent/subsidiary structure, management team, investors, and any prior funding or M&A history are likewise absent from the source material. Taken together, the input supports only a thin factual description: a small, privately held, long-established New Zealand e-commerce retailer of yoghurt products with insufficient public disclosure to characterize its economics, technology, or competitive position in detail.

Name

Hansells

Website

https://hansells.com

Company type

Private

Founded year

1934

Headcount range

51–100 employees

Short description

Hansells is a privately held New Zealand-based e-commerce business, founded in 1934 and headquartered in Penrose, that sells ready-made yoghurt products to consumers through its hansells.com online storefront. The company employs 51-100 staff.

Ownership category

akta.pro rank

Product category

Dairy Products

NAICS

Ice Cream and Frozen Dessert Manufacturing (311520)

SIC

Dairy Products (2020)

akta.pro primary industry

Yogurt & Cultured Dairy Products Manufacturing (Kefir, Sour Cream, Labneh) (AFAKAKAC)

akta.pro secondary industries

Drinkable Yogurt & Kefir Manufacturing (AFAHADAC), Drinkable Yogurt & Cultured Dairy Beverages (Lassi, Ayran, Probiotic Dairy) (AFAFAEAC)

Keywords

• Ready-made yoghurt
• Dairy products
• Food manufacturing
• E-commerce food
• Consumer packaged goods

Headquarters

HQ city

Penrose

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, Infrastructure

Core offering

Hansells sells ready-made yoghurt products directly to consumers through its own e-commerce website (hansells.com). The company is a New Zealand-based food business (founded 1934, headquartered in Penrose) that markets and distributes its own range of prepared yoghurt products online.

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 moves2 records

Expansion highlights1 record

Direct peers

• Siggi's: Icelandic-style skyr yogurt brand with strong DTC and digital presence. Comparable to Hansells as a smaller, brand-led yogurt maker leveraging digital channels and a focused product line.
• Noosa Yoghurt: Australian-style yogurt brand with a premium positioning and DTC distribution. Comparable to Hansells as a mid-sized, brand-focused yogurt company selling ready-made products direct to consumers.
• Fage: Greek yogurt manufacturer with a focused, premium product strategy. Highly comparable to Hansells as a single-category yogurt brand built around quality and provenance, with a similar DTC and retail presence.
• EasiYo: New Zealand-based yogurt brand specializing in home yogurt-making kits and ready-made yogurt products. Comparable to Hansells given shared NZ origin, ready-made yogurt category focus, and direct-to-consumer e-commerce model.
• Meadow Fresh: Major New Zealand dairy brand owned by Goodman Fielder, producing yogurts, milks, and dairy desserts. Most directly comparable peer to Hansells given shared NZ origin, similar product format, and overlapping retail customers.

Broad incumbents

• Danone: Global dairy giant with extensive yogurt and fermented products portfolio (e.g., Activia, Actimel). Competes directly with Hansells in the ready-made yogurt category and represents a potential over-the-horizon competitor in the NZ market.
• Chobani: Major US-based yogurt company with a portfolio spanning Greek yogurt, drinkable yogurt, and probiotic dairy products. Comparable as a branded ready-made yogurt manufacturer competing in the same category as Hansells.
• Anchor (Fonterra): Flagship consumer brand of Fonterra, New Zealand's largest dairy cooperative. Comparable to Hansells as a NZ-based dairy producer with a ready-made yogurt range, though significantly larger in scale and product breadth.
• Yoplait: One of the world's largest yogurt brands, owned by General Mills. Directly comparable to Hansells as a multi-format yogurt manufacturer selling drinkable, spoonable, and Greek-style yogurts across retail and foodservice channels.

Emerging players

• The Collective: New Zealand-origin premium yogurt brand with a focus on probiotic, gut-health positioning. Comparable to Hansells as a NZ-based, brand-led yogurt maker with overlapping customer target and differentiated functional positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks4 records

Key highlights4 records

Customer concentration

• Facebookfacebook.com/Hansellsfoodgroup
• LinkedInlinkedin.com/company/hansells-food-group

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Hansells