Foodstuffs Emerging Supplier 2024 — Semi-Finalist with Cake in a Mug
If at first you don't succeed — enter again. And that's exactly what I did.
In 2024, I entered the Foodstuffs Emerging Supplier competition for the second time. This time, I put forward one of our newest and most exciting products: the Cake in a Mug. A single-serve vanilla cake mix that bakes in minutes in a mug, in the microwave — no oven, no fuss, no mess. Just a delicious, freshly baked cake whenever the craving hits.
I believed in this product. I still do. And I wanted Foodstuffs to see what I saw in it.
Why the Cake in a Mug?
The Cake in a Mug is one of those products that makes people smile the moment they hear about it. It's fun, it's clever, and it genuinely works. Whether you're a student in a flat with no oven, a busy parent who wants a quick treat, or someone who just doesn't want to bake an entire cake for one person — the Cake in a Mug is the answer.
It's also a brilliant gift. Pop it in a mug, tie a ribbon around it, and you've got a thoughtful, NZ-made present that anyone would love. It's the kind of product that belongs on supermarket shelves — which is exactly why I entered it into the Foodstuffs Emerging Supplier competition.
The Foodstuffs Emerging Supplier Competition
For those who haven't heard of it, the Foodstuffs Emerging Supplier competition is one of the most prestigious opportunities for emerging NZ food brands. Foodstuffs is the cooperative behind New World, PAK'nSAVE, and Four Square — so getting your product in front of their team is a genuinely significant opportunity.
The competition attracts entries from food entrepreneurs all over New Zealand, and the prize — shelf space in New World stores across the North Island — is the kind of exposure that can transform a small food brand. Beyond the prize itself, the process of entering forces you to sharpen your thinking about your product, your brand, and your market positioning. That alone is worth the effort.
Semi-Finalist — Again
Making the semi-finals for the second time confirmed something important: Flour and Dough is consistently producing products that industry judges take seriously. Two entries, two semi-finalist placements. That's not luck — that's a brand with genuine merit.
Did I make it through to the finals? Not this time. But being a two-time semi-finalist in one of NZ's most competitive food industry competitions is something I'm genuinely proud of. It tells me that the Cake in a Mug has real commercial potential, and that Flour and Dough is on the radar of the people who matter in the NZ grocery industry.
What's Next
The Foodstuffs journey isn't over. Every entry teaches me more about what buyers are looking for, what makes a product shelf-ready, and how to position Flour and Dough for the next opportunity. We'll be back.
In the meantime, you can get your hands on the Cake in a Mug right here on our website — delivered to your door anywhere in New Zealand and Australia. Try it for yourself and see why the Foodstuffs judges took notice. 🎂