About Us

Meet Lulu

The woman behind the mixes

I'm Lulu, a mum of three, and what started as a small kitchen experiment — with self-printed labels glued onto coffee bags — has grown into something bigger than I ever imagined. When my career as a digital marketer was upended by COVID in 2020, I took it as a chance to finally pursue my lifelong dream: creating and sharing beautiful, artisanal food.

Our journey began during Auckland's second lockdown, when I wanted to bring a little joy to our community. What started in a home kitchen is now stocked in stores across New Zealand, the Pacific, Canada and the USA — and we're always dreaming up new products to share.

Our goal is simple: to be your secret kitchen ally, helping you create beautiful food with ease.

My favourite product

The Triple Fudge Brownie

Without a doubt, my favourite is our Triple Fudge Brownie Mix — and it's the one with the longest story.

Growing up, I was raised by an extraordinary Vietnamese woman named Khen Tran. Every summer our family ran a little stall at the Martha's Vineyard Farmers' Market, selling Vietnamese egg rolls and fresh cold rolls. Back then Vietnamese food was still unfamiliar to many Americans, so getting people to stop was half the battle.

I was about twelve when I came up with a plan: “Let's sell brownies.” My reasoning was wonderfully simple — if we could tempt the kids with warm, chocolatey brownies, the parents would follow. And it worked. Those brownies became one of our biggest sellers and turned our little stall into a destination people still visit today. It was my first lesson in marketing: if you can make children smile, the adults come too.

Decades later, when I created Secret Kiwi Kitchen, I knew that recipe had to become our signature brownie mix. We've refined it over the years, adding generous white and dark chocolate chips, but every time I bake a batch I'm taken straight back to those Saturday mornings at the market with Khen.

It reminds me that sometimes the simplest ideas, shared with the people you love, become the stories you carry for a lifetime.

Why it's different

What makes it special

I know firsthand how hectic life can be. Sometimes you need a treat that doesn't take all day to make, or you want your kids to experience the joy of baking their own creations. But easy shouldn't mean compromising on quality. That's why our products are made right here in New Zealand using all-natural, premium ingredients — no artificial additives, just pure goodness.

My hope is that they help you create not just beautiful food, but cherished memories with the people you love. See exactly what goes into our mixes →

A few of her own

Lulu's favourites