What Makes a Mix ‘Clean Label’—And Why It Matters

When Lulu founded Secret Kiwi Kitchen, she had a simple but powerful goal:
Make baking mixes she’d actually want to feed her own family.

Born in the USA and now based in New Zealand, Lulu used to wander supermarket aisles and stare at the baking section—shelves lined with American brands owned by massive multinational corporations. Sure, the packaging was fun. But the ingredient lists?

Preservatives. Anti-caking agents. Hydrogenated oils. “Natural flavours” that weren’t all that natural.
Everything felt overprocessed, underwhelming, and far removed from the kind of home baking she loved.

And she couldn’t help but think:

New Zealand has the best dairy in the world. Our flour is non-GMO. Why shouldn’t we expect better?

🌱 What Clean Label Really Means to Us

Clean label isn't a trend—it’s a promise. At Secret Kiwi Kitchen, it means:

• No preservatives, artificial flavours, or chemical stabilisers

• No weird fillers or anti-caking agents

• No “natural vanilla flavouring” that’s secretly synthetic

Instead, Lulu took the time to track down real vanilla bean and vanilla extract in powder form—because if you're going to bake something delicious, it should be the real deal.

She chose Dutch process cocoa—known for its smoother, deeper chocolate flavour—because details matter. 

🇳🇿 New Zealand at Its Best

Our mixes are proudly made in Aotearoa using as many local ingredients as possible. The dairy is world-class. The flour is clean. The food standards are among the strictest on earth.

When you open a pack of our Buttermilk Scone Mix or Blondie Mix, you're not just making something quick—you’re baking with purpose, and with pride.

💛 Why It Matters

In a world full of shortcuts, we believe real food still matters.
That joy lives in the details—the scent of real vanilla, the richness of Dutch cocoa, the crumb of a pancake made with proper buttermilk.

Clean label isn’t just about what we leave out—it’s about what we choose to put in.

So when you bake with Secret Kiwi Kitchen, you’re choosing real over fake, quality over compromise, and care over convenience. And we think that’s worth celebrating.