Rocket Kitchen

What Rocket Kitchen does

Rocket Kitchen is a New Zealand wholesale bakery founded in 1998 in Auckland, operating a B2B-only model that supplies sweet and savoury baked goods to cafes, restaurants, caterers, supermarkets, and corporate venues across the North and South Islands. Its core technology stack combines scratch-baking from real ingredients (no pre-mixes) with blast-freezing and temperature-controlled storage at a 1,500 sqm custom-built facility in Penrose, Auckland (commissioned 2019), enabling nationwide frozen and chilled distribution via partner Customised Deliveries. The product portfolio spans two ranges: a savoury line (large pies, quiches, sausage rolls, pork pies, Cornish pasties, bakes, loaves) and a French-influenced sweet line (whole desserts, slices, loaf cakes, macarons, eclairs, tarts, gateaux) developed via the 2018-2020 acquisition of Ma Cherie French Pastry.

The company generates revenue through unit-pricing wholesale orders with 14-day direct-debit payment terms, free delivery within Auckland on orders over NZ$80, and tiered delivery fees otherwise. Go-to-market is via two dedicated sales representatives covering Auckland and the rest of New Zealand, supplemented by shelf placement in the four major NZ supermarket chains (Countdown, Farro, New World, Pak'nSave). With approximately 11 employees and double-digit-year customer relationships such as Sorrento In The Park, the business is positioned as a focused, recipe-led craft-wholesale bakery rather than a scaled industrial food manufacturer.

Name

Rocket Kitchen

Legal name

Rocket Kitchen

Website

https://rocketkitchen.co.nz

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Rocket Kitchen is a New Zealand wholesale bakery, founded 1998 in Auckland, producing handmade sweet and savoury baked goods for cafes, restaurants, caterers, and major supermarket chains via frozen and chilled nationwide distribution.

Ownership category

akta.pro rank

Product category

Wholesale Bakery

NAICS

Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Bread and Bakery Product Manufacturing (31181), Frozen Specialty Food Manufacturing (311412), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050), Sugar & Confectionery Products (2060), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Frozen Bakery Products Manufacturing (AFAKAAAF)

akta.pro secondary industries

Pastry, Cakes & Tortes Manufacturing (AFAKAAAB), Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM), Frozen Bakery Wholesale (AFAIAFAE), Pizza, Wings & Oven-Baked Prepared Foods (In-Store Concepts) (CRAHAKAE)

Keywords

• Wholesale bakery
• Frozen baked goods
• Commercial patisserie
• Foodservice supply
• Ma Cherie desserts

Headquarters

HQ city

Auckland (Penrose)

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Baked Goods: B2B wholesale supply of sweet and savory baked goods to cafes, restaurants, caterers, food stores, supermarkets, sports grounds and corporate offices. Products sold as frozen or chilled. Revenue from product sales with 14-day direct debit payment terms.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Rocket Kitchen is a wholesale-only Auckland bakery that manufactures, blast-freezes and distributes handmade savoury and French-style sweet baked goods to New Zealand foodservice and retail businesses. Its range covers quiches, large pies, savoury bakes, loaves, rolls, pasties, pork pies, whole desserts, macarons, eclairs, tarts, gateaux and seasonal Christmas cakes, with sweet and patisserie lines produced under the integrated Ma Cherie French Pastry brand. Products are dispatched chilled or frozen via the company's own delivery network or third-party logistics to cafes, restaurants, caterers, supermarkets, sports venues and corporate offices across New Zealand.

Product overview

Rocket Kitchen is a New Zealand wholesale bakery offering a comprehensive range of sweet and savoury baked goods. The product portfolio includes two main categories: the Rocket Foods Savoury Range (large pies, quiches, sausage rolls, pasties, pork pies, and savoury bakes) and the Rocket Foods Sweet Range sold under the Ma Cherie brand (whole desserts, sweet slices, loaf cakes, macarons, eclairs, tarts, and gateaux). Products are handmade using real ingredients and delivered frozen or chilled to businesses across New Zealand. The company operates a commercial kitchen facility in Penrose, Auckland, and acquired Ma Cherie French Pastry in 2020.

Differentiator

Problem solved

Functional benefit

Brands

• Sweet by Ma Cherie: Sweet product line including desserts, gateaux, tarts, and petit fours.
• Rocket Foods

Products and services

• Rocket Foods Savoury Range

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Customised DeliveriescoreChannel Partner/ Reseller/ DistributorPreferred distribution partner handling delivery logistics throughout Auckland and rest of New Zealand. Customised Deliveries fulfills the company's frozen and chilled delivery requirements across the North Island (Mon-Fri) and other regions (Tue-Fri).

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Ladurée: Iconic French pastry brand specializing in macarons, éclairs, and premium desserts. Comparable as a premium French pastry brand expanding into international foodservice and retail channels.
• Goodman Fielder: Large Australasian packaged food company producing breads, frozen and refrigerated baked goods. Comparable as a broad incumbent in the same baked goods category across AU/NZ, though at significantly larger scale.
• Krispy Kreme: Global doughnut and sweet baked goods brand with presence in Australia/NZ. Comparable as a branded sweet baked goods business operating across retail and foodservice channels.
• Bakers Delight: Large bakery franchise operating across Australia and New Zealand. Comparable in retail and wholesale bakery offering, though operates at much larger scale and primarily through franchise storefronts.
• George Weston Foods: Major Australian and New Zealand food manufacturer producing breads, frozen bakery, and meat products. Comparable as a broader incumbent in frozen baked goods for retail and foodservice.

Direct peers

• Couplands Bakeries: New Zealand bakery chain producing fresh and frozen baked goods sold through its own stores and wholesale. Comparable in sweet/savoury baked goods manufacturing and NZ wholesale distribution.
• Patties Foods: Australian manufacturer of frozen savory baked goods (pies, sausage rolls, quiches) and desserts. Directly comparable in frozen baked goods manufacturing for retail and foodservice channels.
• Bush's Bakery: New Zealand wholesale bakery producing frozen baked goods for cafes, restaurants, and caterers. Closely comparable in B2B wholesale frozen bakery positioning within the same NZ market.
• Tip Top: Iconic New Zealand bakery brand producing breads, cakes, and frozen baked goods for retail and foodservice. Directly comparable as a wholesale/retail bakery manufacturer operating across similar channels in NZ.

Emerging players

• Big Bad Wolf: New Zealand-based baked goods brand producing sweet and savory treats for retail and wholesale. Comparable as a smaller NZ baked goods player with overlapping product range and channel mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/rocketfoodsnz
• LinkedInlinkedin.com/company/rocket-kitchen

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

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 Rocket Kitchen