Artisan Pantry Spotlights Secret Kiwi Kitchen: "More Than a Baking Mix Brand"

We were honoured to recently be featured by Artisan Pantry in a thoughtful review by food writer and editor Aphinya Dechalert. Read it Here.

When someone from outside your business takes the time to understand not only what you make, but why you make it, it is always gratifying. While we appreciated the entire article, one observation particularly resonated with us.

Aphinya wrote that Secret Kiwi Kitchen feels "less like a boxed-mix company and more like a home entertaining toolkit."

We couldn't have said it better ourselves.

While Secret Kiwi Kitchen may have started with baking mixes, we've never seen ourselves as simply a baking mix brand.

From the beginning, our goal has been to help people create food they feel proud to serve. Sometimes that's a batch of warm brownies shared with friends. Sometimes it's pancakes on a lazy Sunday morning. Sometimes it's a grazing board decorated with edible flowers, a homemade hot sauce, or vegetables and meat seasoned with one of our spice blends.

The products may be different, but the purpose is the same.

We believe homemade food should feel achievable. It should feel generous. It should feel a little special, even when life is busy.

That's why our range has grown beyond baking mixes to include edible dried flowers, spice rubs, seed cracker mixes and pantry products. Each one is designed to make home cooking easier while helping the finished result look and taste as though you spent far more time on it than you actually did.

Another line from the article that stood out to us was:

"Secret Kiwi Kitchen is not selling finished food as much as it is selling the confidence to make something at home that looks and tastes more considered."

At its heart, that's what Secret Kiwi Kitchen has always been about.

Not perfection.

Not complicated recipes.

Not spending all day in the kitchen.

Simply giving people the confidence to create something delicious, beautiful and memorable for the people they care about. It's about creating special moments with the people we love.

What began as a small kitchen project during Auckland's second lockdown has grown into a brand stocked in hundreds of stores across New Zealand, the Pacific and the United States. Yet the mission remains unchanged: helping people make homemade food with less fuss and more confidence.

We're grateful to Aphinya and the Artisan Pantry team for taking the time to share our story and for recognising the bigger picture behind the products.

More than a baking mix brand.

That's exactly what we've always hoped Secret Kiwi Kitchen would become.