Bay of Plenty Times marketing manager Samantha Dowling said the aim of the new festival was to give the community an event that celebrated local food, wine and entertainment.
"Once we heard the [Gartshore] Food and Wine Festival would not go ahead, we decided to step in and close the gap in the market."
Revellers to the Flavours of the Bay can expect a fun, family day out with entertainment from three local bands - 5 o'clock Shadow, Sharmin and The Deeds. A fourth band is yet to be confirmed.
Ms Dowling said the $20 early-bird ticket prices were "very affordable so everyone can come along".
From February 5, 2012 general admission prices will increase to $35. Group and family passes are also available.
Five dollars from every ticket sold will go towards the Bay of Plenty Times not-for-profit programme, Newspapers in Education, which provides free newspapers and educational resources to local schools. The festival will run from 12-6pm.
For more information and to buy your tickets online, click here...