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About Us

Introduction

New Zealand’s leading & most established Sales & Marketing Agency servicing supermarkets, pharmacy, department stores and convenience.

Wilson Consumer Products is a medium size New Zealand company and is a division of Wilson Foods Limited, one of the top ten suppliers to the New Zealand grocery market.

Wilson Consumer Products has two specialist divisions grocery and health and beauty. We specialise in growing great brands in supermarket, pharmacy and department stores.

Who we are

Wilson Consumer Products is a proud New Zealand company, operating as a dynamic division of Wilson Foods Limited, one of the top ten suppliers in the New Zealand grocery market. With a focus on excellence, our two specialized divisions—grocery and health and beauty—we drive the growth of outstanding brands across supermarkets, pharmacies, and department stores. Discover our story, our commitment to quality, and the passion that fuels our success.

Long Established Agency

New Zealand’s leading & most established Sales & Marketing Agency, growing grocery and health and beauty brands in supermarkets, pharmacies and department stores.

Nationwide Reach

With a full nationwide team with 60+ full time people, supported by 300+ contract merchandisers we support your brand to grow in New Zealand.

Full service agency

We offer a comprehensive range of business services.
From one-stop shop solutions to tailored options based on your needs, talk to us about what you are looking for.

New Zealand Owned

Family-owned and operated since 1936, we’ve built our reputation on relationships, quality, and an unwavering commitment to growing brands in New Zealand.

We prioritise partnerships

Wilson Consumer Products prioritizes partnership, offering dedicated account management and tailored solutions to meet your brand’s unique needs.

Innovative Brand Strategies

We leverage cutting-edge marketing insights and data-driven strategies to elevate your brand, ensuring it stands out in competitive retail environments across New Zealand.

Why Choose Wilson Consumer Products?

For over 40 years, Wilson Consumer Products has been a trusted partner in growing brands across New Zealand’s grocery and health & beauty sectors. With deep market knowledge, strong retailer relationships, and flexible, expert-led sales and marketing solutions, we tailor our services to elevate your brand’s success in the New Zealand market.

We have been growing and representing brands since 1985, and we have long-standing relationships with our brand principals. With two specialist divisions: grocery and health and beauty, we have experts in their field ready to work with you.

We have an in-depth understanding of the New Zealand’s market, encompassing consumer trends, preferences, and regional nuances across the North and South Islands.

We have strong, established relationships with major supermarkets, pharmacy, department stores and food service channels ensuring broad market penetration for your brand in both retail and foodservice sectors.

Our full-service model provides comprehensive sales, marketing and end to end distribution services, or we can tailor an option for you.

Our dedicated sales and marketing teams are proven brand builders. We can localise international campaigns or create new campaigns

New Zealand Food and Grocery Council, Cosmetics NZ, GS1, Medsafe, Ministry of Health, Consumer Healthcare Products.

About Wilson Consumer Products

Wilson Consumer Products is a medium size New Zealand company and is a division of Wilson Foods Limited, one of the top ten suppliers to the New Zealand grocery market.
Wilson Consumer Products has two specialist divisions grocery and health and beauty. We specialise in growing great brands in supermarket, pharmacy and department stores.

Established in 1936

Our full-service model provides comprehensive sales, marketing and end to end distribution services, or we can tailor an option for you.

Suppliers to the first
New Zealand supermarket

In 1958 Wilsons starts suppling New Zealand’s first supermarket “Foodtown” in Otahuhu.

Grocery Division established

In 1985 Wilsons Grocery Division was established with its founding customer Old El Paso.

Health and Beauty Division

In 1996 a specialist health and beauty division was created Salmond Smith Biolab agency business.

Confectionery

Confectionery specialist team added to the grocery division in 2000 along with the acquisition of agency brand Guylian.

Diamond and DYC brands purchased

Iconic Diamond pasta and DYC vinegar brands purchased from Goodman Fielder in 2009.

King soup and pantry brands purchased

King soup, Empire Curries and Sweetener brands Sugromax and Sucaryl purchased from Hansells in 2014.

Pop n Good Popcorn and Chop Chop Chicken purchased

New Zealand’s number one popcorn brand Pop n Good Popcorn and New Zealand’s number on canned chicken brand purchased from Davies Foods in 2018.

Today

Wilson Consumer Products has grown to be one of New Zealand’s leading full service distributors of grocery and health and beauty brands.

Frequently asked questions

What are the next steps if I want Wilson to represent my brand?

Drop us a line at [email protected] or give us a call on +64-9-379-5350, we would love to discuss your brand and how we can help.

Who will be handling our brand?

Your account will be handled by a dedicated team – not just one person. Our teams are split into grocery and health and beauty.

Do you represent International brands or New Zealand brands?

Yes we represent a large number of international brands and brands from New Zealand.

What are the costs and commission structure?

The costs and commission structure depend on the scope of services and the partnership model we agree on. We offer a full service model, but can also tailor a specific services to your brand and budget.

What types of brands does Wilson Consumer Products represent?

Wilson Consumer Products represents a number of different types of brands, from brands owned by large corporates to smaller brands owned by individuals. We represent grocery and health and beauty brands. Ideally the brands we represent are big enough to grow to be able to supply supermarkets.

How do I know my products can be sold in New Zealand?

We have a compliance team that can assist with this.

My brand isn't known in New Zealand, can you help with that?

Yes we have experience launching new to New Zealand brands into the market.

What is it like to work at Wilson Consumer Products?

No day is ever the same! With a wide range of products there are always interesting projects to work on. Our offices are located in central Auckland with great views of the harbour. We have a collaborative working environment and as a team strive to be New Zealand’s number one agency of choice.

I have a query about an order

For retailers, please phone us on 0800 651 044

Ready to Partner?

With two specialist divisions: grocery and health and beauty, we have experts in their field ready to work with you.