Our New Zealand baking mixes are heading to Southern California, just in time for the holiday baking season.
We have some very exciting news to share. Secret Kiwi Kitchen is launching in Gelson’s Markets across Southern California this November, bringing a taste of New Zealand to around 25 stores.
For us, this is more than a new retail partnership. It’s a milestone in a journey that began in an Auckland kitchen during the 2020 lockdown, with a big idea, a love of baking and about $1,000 to get things started.
A Little Kiwi Baking Goes Stateside
Founded by Lauren Lulu Taylor in Auckland in 2020, Secret Kiwi Kitchen was built around a simple idea: beautiful New Zealand ingredients deserve a place in kitchens around the world.
Our range of premium baking mixes brings together the flavours and traditions we love about home baking, with an emphasis on quality ingredients and ease of use. Made with ingredients including grass-fed dairy, free-range eggs and real vanilla bean, our mixes contain no artificial flavours, colours or preservatives.
From classic scones and fluffy pancakes to cookies, cakes and other Kiwi favourites, we want to make it easy for everyone to enjoy the pleasure of baking at home.
The Gelson’s launch will introduce four of our baking mixes to Southern California shoppers, arriving just as families begin planning their holiday baking and entertaining.
A Homecoming for Our Founder
For Lulu, the move into Gelson’s has a particularly special meaning.
Before moving to New Zealand, she lived in Pacific Palisades and shopped at Gelson’s herself. To bring a brand she created in Auckland back to Los Angeles, this time on the shelves of a supermarket she already knew, feels like a full-circle moment.
“Gelson’s feels like coming home,” says Lulu. “I used to shop at Gelson’s before moving to New Zealand, and I started Secret Kiwi Kitchen because I believed New Zealand’s beautiful ingredients deserved a place on more shelves. Bringing our mixes back to LA, just in time for holiday baking, is a dream come true.”
It’s a reminder that you never quite know where an idea might take you. What began as a small business built around a love of baking is now reaching new customers on the other side of the world.
Building Our Presence in the United States
The Gelson’s launch follows another exciting milestone: Secret Kiwi Kitchen’s selection for KeHE’s TrendFinder Golden Ticket program, which highlights emerging brands for retailers across North America.
To support our growing US business, we have also opened a warehouse in California, allowing us to better serve retail partners and online customers.
Expanding into a new market takes patience, persistence and plenty of behind-the-scenes work. From developing packaging for American shelves to navigating distribution and logistics, there has been a lot to learn along the way. Each new partnership brings us one step closer to introducing more people to the flavours and ingredients that make our products special.
Proudly Made in New Zealand
While we’re excited about what lies ahead in the United States, New Zealand will always be home.
Secret Kiwi Kitchen is stocked nationally in New Zealand, including through New World and Fresh Choice supermarkets and the Woolworths NZ distribution network. Our range also includes dried edible flowers, bringing colour and creativity to baking, cocktails and entertaining.
We love seeing how people make our products their own, whether they’re baking scones for a weekend breakfast, making cookies with the kids or adding a little something special to a celebration.
That spirit of creativity and connection is at the heart of everything we do.
What’s Next?
The arrival of Secret Kiwi Kitchen at Gelson’s is an exciting new chapter for our small New Zealand business. We’re looking forward to introducing our baking mixes to more American households and sharing a little Kiwi baking inspiration along the way.
If you’re in Southern California, keep an eye out for Secret Kiwi Kitchen at Gelson’s Markets this November, just in time for holiday baking.
From our kitchen in New Zealand to yours, thank you for being part of the journey.
Happy baking!
Read the original announcement on BevNET
Explore the Secret Kiwi Kitchen range
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