Online grocer Paddock to Pantry expands product range in push against supermarket duopoly

Online supermarket Paddock to Pantry is continuing its expansion, adding 500 new products to its range following the opening of its new distribution centre.

Online supermarket Paddock to Pantry is expanding its offering with over 500 products added to its catalogue as it continues its mission to challenge the supermarket duopoly.

The family-owned business, which launched in 2017, focuses on delivering grocery brands at affordable prices. Its range includes The Meat Box meat, quality produce sourced directly from local growers, and well-known branded groceries.

Paddock to Pantry chief executive Wayne Kennerley said the move was a major step in the grocer’s journey, but not its final one.

“We asked for feedback from our customers, and their requests helped guide this expansion. With over 500 new products on the shelves, we’re proud to make Paddock to Pantry a true one-stop supermarket alternative – all delivered direct to your door,” Kennerley said.

The expansion adds a wide range of household favourites from leading brands, including Arnott’s, Maggi, Old El Paso, Ingham’s, Leaderbrand, Musashi and Healtheries.

Alongside the staples is an expanded range of beers and wines. .

Paddock to Pantry has also introduced Hot Deals and Everyday Low Price classifications, meaning customers can shop the way they’re used to in-store but with the convenience of an online supermarket.

Kennerley said it was important for the business to deliver the products and brands Kiwis want.

“We’re committed to continuing to expand our range and bring even more choice to Kiwi households. Our mission is to keep growing and keep delivering Kiwis more – more choice, more value, and a great alternative to do their supermarket shop.”

Wayne Kennerley said his son John, Paddock to Pantry’s business manager, had been working with suppliers over the past five months to identify the business’ next wave of supermarket products to offer and negotiate pricing.

Kennerley said its sales were up more than 50% in September compared to August, continuing a pattern of significant growth month upon month as more customers learn about its offering.

“We are confident that, like overseas, the trend of buying groceries online will continue and be the way of the future.”

The expansion has been made possible because of the business’ recent move into a large South Auckland distribution centre which was unveiled earlier this year.

Kennerley explained in May the roughly $10 million investment would allow the business to triple its range and capacity significantly.

“It also allows us to work with more suppliers to buy direct in bulk to provide lower prices to consumers. Our online Paddock to Pantry Supermarket offer continues to grow from strength to strength.

“This new distribution centre will allow us to increase the grocery deliveries we can make across New Zealand by a factor of 10, providing us with the opportunity to scale up our supermarket offer.”

Paddock to Pantry has one physical store in rural Karaka, and will open its second location in Glenbrook in December.

As to whether Kiwis can expect to see more locations from the growing grocer, Kennerley remained tight-lipped.

“Our physical store growth is likely to be slow due to the speed and value we can deliver via our online supermarket offer New Zealand wide.”

“Our focus remains growing our online supermarket business because we believe it’s where we can deliver better prices for consumers, and a way for us to deliver that value everywhere in NZ fast.”

Tom Raynel is a multimedia business journalist for the Herald, covering small business, retail and tourism.