New World is a big part of Kiwi lives, with its distinctive red and black 'NW' diamond logo shining like a delightful grocery beacon across New Zealand neighbourhoods.
New World invites you in, whether it's the smell of freshly baked goods, the welcoming smile of the checkout operator or the bright and perfectly positioned produce that adorns the entry.
It's one of our most enduring supermarket brands, with more than 140 locally owned and operated stores across New Zealand. As New World reaches a momentous 60-year milestone on June 6, how much do we really know about the origin of one of our largest supermarket brands?
Giselle Bleakley, head of marketing and CX at New World, says how and why the brand started is not entirely known.
"We do know that in the early 1960s, instore advertising banners popped up proclaiming 'a New World of Shopping' for another Foodstuffs co-operative store brand, Four Square, which is possibly where the name originated from," she says.
"But how it came to be launched as its own distinct brand, and the reasons behind the name shift aren't well known."
During the 1950s and 1960s, American-style supermarkets swept across the globe offering larger-format destination grocery stores with expanded product ranges which Giselle says changed the way that we shopped, now having everything under the one roof.
"The New World brand likely evolved to create a New Zealand version of what was being seen elsewhere, and for the stores to establish themselves as a true super-market," she explains.
The first fully branded New World store launched in Milford on June 6, 1964, part of the Foodstuffs Auckland co-operative, which later merged to Foodstuffs North Island.
Following the launch of New World Milford, more New World monikers quickly appeared and by 1966, there were 11 stores across Auckland operating under the New World banner.
New World Milford still exists today in its original location on Kitchener Road. Having been upgraded several times over that 60-year history including a complete renovation, expanding its original footprint to double its size in 2014.
Owner operator David Dill-Russell, who has run the supermarket for the past two years, says that being part of New World history and the Milford community is incredibly special.
"We've got one team member KiYon, who has worked at New World Milford for more than 35 years. She is well-known and loved within the community and knows just about every regular customer by name.
"New World has such a wonderful history, and people make up a huge part of that. As Kiwis we like to put our own spin on things, and the fact that we've been around for 60 years, shows that we got something right.
"Having local owner operators means you can ensure that what's on offer meets the needs of your community, that, and our commitment to great customer service are a few of the reasons New World has continued to do so well over such a long time.
"We continue to evolve, and I think all the great things we offer in store that are a huge point of difference. From our instore butchery and bakeries – where we train our own apprentices, to the emphasis on being very much part of our communities, it makes us a very Kiwi brand in that way.
This article created in partnership with New World
