griffins foods

What griffins foods does

Griffin's Foods Limited, trading as Griffin's Snacks and Griffin's Biscuits, is a privately held New Zealand food manufacturer headquartered in Auckland (Level 2, Building C, Millennium Centre, 600 Great South Road, Ellerslie). The company produces and sells biscuits, crackers, chips, cookies, and snack bars for retail and household consumption, operating across more than 25 SKUs organised into categories including chocolate biscuits (Chit Chat range), classic sweet biscuits (Super Wine, Vanilla Wine, Waffle, Melting Moments, Cameo Crèmes, Belgian Crèmes, Lemon Treats), savoury crackers (SNAX Original and Cheddar Cheese, Meal Mates Original and Vegie), chips (Tomato Muncho), cookies, kids' lines (Squiggles, Cookie Bear, Stripes, Top 'n Tails, Shrewsbury, Chocolate Fingers), gluten-free SKUs (Gingernuts, Krispie, Super Wine), and muesli bars. Heritage sub-brands such as SNAX ("a Kiwi favourite since way back") and Meal Mates ("since the 80s") anchor the portfolio, with Rainforest Alliance certified cocoa on chocolate products and Coeliac New Zealand Crossed Grain symbol endorsement on gluten-free lines serving as differentiators.

The business model is a traditional CPG manufacturer-to-retailer distribution model. Griffin's generates revenue by selling packaged snack products through New Zealand supermarket chains (New World, Pak'nSave, Woolworths NZ, Fresh Choice), online grocery delivery (MilkRun), and its own direct-to-consumer e-commerce storefront. Pricing is set by individual retailers and is not publicly disclosed. The company pursues a product-led growth motion with a content marketing layer — the "Get Baking" recipe platform featuring community and influencer contributions (e.g., Kelly Gibney) — designed to drive product usage occasions and brand engagement via Facebook and Instagram.

Customer segmentation is hybrid: primary segments are children and families (kids' biscuits, muesli bars) and general consumers (classic biscuits, crackers for everyday snacking, entertaining, and baking), with secondary verticals in gluten-free consumers (Coeliac NZ-endorsed) and use-case segments around entertaining and charcuterie. The company has no publicly disclosed revenue, headcount, ownership structure, or institutional investors, and the careers portal URL (intersnackanz.com) indicates affiliation with a larger snack-food group. Geographic operations are NZ-only with no disclosed international expansion.

Name

griffins foods

Legal name

Griffin's Foods Limited

Website

https://griffinsbiscuits.com

Company type

Private

Operating status

Operating

Short description

Griffin's Foods is a privately held New Zealand biscuit, cracker, chip, and snack-bar manufacturer selling a 25+ SKU heritage portfolio through major NZ supermarket chains, online grocery, and direct-to-consumer channels, serving families, general consumers, and gluten-free buyers across New Zealand.

Ownership category

akta.pro rank

Product category

Packaged Snacks

NAICS

Other Snack Food Manufacturing (311919)

SIC

Cookies & Crackers (2052), Bakery Products (2050)

akta.pro primary industry

Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH)

akta.pro secondary industry

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

Keywords

• Biscuit manufacturing
• Cracker production
• Snack foods
• Gluten-free biscuits
• Packaged snacks

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, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Biscuit and Snack Food Sales: Griffin's Foods generates revenue through the manufacture and sale of biscuits, crackers, and snack products to retail customers through supermarket chains and online grocery platforms across New Zealand.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Griffin's Foods manufactures and sells a portfolio of biscuits, savory crackers, muesli bars and potato chips under its own Griffin's Snacks and Griffin's Biscuits brands. Products are primarily sold to New Zealand consumers through major supermarket chains, online grocery platforms and the company's own brand website, with categories spanning chocolate biscuits, heritage biscuit lines, kids' biscuit ranges, savory crackers, lunchbox crackers, gluten-free biscuits and snack bars.

Product overview

Griffin's Foods (trading as Griffin's Snacks) is a New Zealand-based food manufacturing company specializing in biscuits, crackers, and snack products. The product portfolio is organized across multiple categories including: Chocolate biscuits (Chit Chat range with Original, Dark Chocolate, Caramel Spice, and Caramelised White Chocolate variants); Classic sweet biscuits (Hundreds & Thousands, Super Wine, Vanilla Wine, Waffle, Melting Moments, Cameo Crèmes, Belgian Crèmes, Lemon Treats); Savoury crackers (SNAX Original and Cheddar Cheese, Meal Mates Original and Vegie); Gluten-free alternatives (Gluten Free Gingernuts, Krispie, and Super Wine endorsed by Coeliac New Zealand); Kids products (Squiggles, Stripes, Top 'n Tails, Shrewsbury, Chocolate Fingers, Chockie Chippies); and Muesli Bars. The company operates as a single brand portfolio rather than a platform-plus-modules architecture, offering its products through major New Zealand retailers including New World, Pak'nSave, Woolworths, and Milkrun.

Differentiator

Problem solved

Functional benefit

Brands

• Chit Chat: Chocolate biscuit brand featuring smooth chocolate crème sandwiched between crispy biscuits, available in Original, Dark Chocolate, Caramel Spice, and Caramelised White Chocolate varieties.
• SNAX
• Cookie Bear
• Gluten Free Range
• Super Wine
• Waffle
• Meal Mates
• Cameo Crèmes
• Belgian Crèmes
• Lemon Treats
• Melting Moments

Quantifiable outcome

• Rainforest Alliance certified cocoa ensures sustainable sourcing practices
• +1 more outcomes

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

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• AmberjackminorGTM or Marketing Partner · 28 July 2026Co-promotional partnership for Chit Chat and Amberjack promotional giveaway. Griffin's Foods partnered with Amberjack for a social media promotional campaign where winners received a Griffin's x Amberjack Caramel Spice Candle along with Griffin's Chit Chat products.
• Kelly GibneyminorOthersRecipe developer who created Gluten Free Gingernuts Tiramisu Log and Gluten Free Super Wine Mini Baked Cheesecakes featured on Griffin's website. Kelly Gibney is a food blogger/influencer who creates content using Griffin's gluten-free products.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Arnott's Biscuits: Australia and New Zealand's leading biscuit manufacturer (Kellanova-owned), with directly overlapping product categories (chocolate biscuits, cream sandwiches, savoury crackers) and overlapping supermarket channels (Coles, Woolworths). Closest direct competitive analogue to Griffin's in the trans-Tasman market.
• Bluebird Foods: Major NZ snack manufacturer (chips, popcorn, snacks) owned by PepsiCo; competes in the chips sub-category and shares the same supermarket distribution channels (New World, Pak'nSave, Woolworths NZ) as Griffin's.
• Mother's: NZ chip brand competing in the same savoury-snack aisle as Griffin's chip range (Tomato Muncho), sharing the NZ supermarket distribution footprint.
• ETA Foods: NZ biscuit and snack brand with overlapping cookie/biscuit products and supermarket distribution; a long-standing local competitor in the New Zealand biscuit category.

Broad incumbents

• Bahlsen: Large German biscuit manufacturer with global distribution; competes in the same biscuit/snack category internationally, including via its Intersnack-adjacent European footprint, and provides a benchmark for a heritage brand at scale.
• McVitie's: UK heritage biscuit brand (owned by Pladis/Yıldız Holding) with comparable product range (cream sandwich biscuits, chocolate biscuits, savoury crackers) and brand-equity positioning to Griffin's.
• Mondelez International: Global snacks major whose Oreo, Cadbury, and Belvita lines compete for NZ biscuit shelf space; relevant as the dominant incumbent a regional player like Griffin's must defend against.
• Walkers Shortbread: Scottish shortbread/biscuit heritage brand; comparable as a multi-generational branded biscuit maker with international distribution and a similar heritage-led positioning.
• Burton's Biscuit Company: UK biscuit manufacturer (Jammie Dodgers, Maryland Cookies, Wagon Wheels); comparable as a mid-sized branded biscuit portfolio competing in chocolate biscuits and cream-sandwich segments.

Regional players

• Sanitarium: NZ-based Weet-Bix maker and muesli-bar competitor (e.g., Light & Tasty bar range); overlaps with Griffin's in the muesli bar and kids-snack segments via shared NZ retail channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/griffins-snacks

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 griffins foods