Secret Kiwi Kitchen Launches in the USA
It's official.
After years of planning, months of test shipments, and tariff craziness, Secret Kiwi Kitchen has officially launched in the United States.
Our California warehouse is now open, our products are shipping across the USA, and seeing those first orders leave the warehouse has been one of the proudest moments since I started this little business almost six years ago.
It's a milestone that feels particularly special because, in many ways, I'm bringing Secret Kiwi Kitchen home.
I was born in the United States, but it wasn't until I moved to New Zealand that I truly fell in love with food again.
Like many people, I had always enjoyed baking. But New Zealand introduced me to something different. The butter was richer. The dairy was incredible. The flour behaved beautifully. Even the simplest pantry ingredients seemed fresher, cleaner and less processed.
The more I learned, the more I realised just how fortunate New Zealand is.
Our wheat is non-GMO. Our dairy comes from predominantly grass-fed cows. Our eggs are all free-range. Our sea salt is harvested from the pristine Marlborough Sounds and sun-dried. So many of the ingredients that New Zealanders take for granted are things people around the world actively seek out.
At the same time, I couldn't help noticing something that didn't make sense.
Here was a country producing some of the world's finest ingredients, yet supermarket shelves were still filled with imported baking mixes from large multinational brands. Many contained artificial flavours, colours, preservatives and long ingredient lists that didn't reflect the quality of the food being produced right here in New Zealand.
I kept asking myself one question.
Why are we importing baking mixes when we have some of the best ingredients in the world?
That question became Secret Kiwi Kitchen.
I wanted to create baking mixes that contained the quality ingredients a Kiwi mum would reach for in her own pantry.
I've always believed a baking mix isn't just another grocery item. It should taste like homemade, and the packaging should be part of the story. A lot of thought has been put not only into our ingredients but also into our packaging, which is inspired by and incorporates the exquisite botanical illustrations of New Zealand women artists from the 1800s and early 1900s. Women whose work documented our country's extraordinary natural world. It's our way of celebrating both New Zealand's rich botanical heritage and the remarkable women who captured it.
Since launching Secret Kiwi Kitchen during the pandemic from my kitchen table, it has grown beyond anything I imagined. We've won international taste awards, built relationships with wonderful retailers, and introduced thousands of people to our edible flowers and baking mixes.
Now, the next chapter begins.
Over the past year, we've worked tirelessly to bring Secret Kiwi Kitchen to America. We've redesigned packaging, completed product registrations, established our California warehouse, and spent months sending test shipments to make sure everything was just right.
We've also had the privilege of being selected for KeHE's TrendFinder Campaign, receiving one of their Golden Tickets. As one of America's leading distributors of natural and specialty foods, KeHE helps introduce emerging brands to retailers across the country. It's an exciting opportunity and a wonderful endorsement as we begin our journey in the US market.
Today, American customers can order directly from SecretKiwiKitchen.com, with products shipping from within the United States.
For me, this isn't just about expanding a business.
It's about sharing a little piece of New Zealand with the country where I was born.
I hope every mix that arrives on someone's doorstep tells that story. A story of quality ingredients, thoughtful design, beautiful baking and the joy that comes from gathering people around the table.
To everyone who has supported Secret Kiwi Kitchen over the past six years, thank you.
Whether you've baked with us from the beginning or you're discovering us for the very first time, welcome to our growing Secret Kiwi Kitchen whānau.
We're just getting started.
With gratitude,
Lulu
Founder, Secret Kiwi Kitchen
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About Secret Kiwi Kitchen
Secret Kiwi Kitchen is an award-winning New Zealand food company founded by Lauren Lulu Taylor, an American-born entrepreneur who discovered a passion for New Zealand's exceptional ingredients after making New Zealand her home. Inspired by the country's world-class dairy, non-GMO wheat, and clean pantry staples, Lulu created Secret Kiwi Kitchen to showcase the very best of New Zealand through beautifully crafted baking mixes, edible flowers, spice blends, and pantry favourites.
Today, Secret Kiwi Kitchen products are sold throughout New Zealand and are now available across the United States through the company's California warehouse. Known for premium ingredients, award-winning recipes, and botanical packaging inspired by the work of New Zealand women botanical artists of the 19th and early 20th centuries, Secret Kiwi Kitchen is on a mission to bring a little piece of New Zealand to kitchens around the world.