Bluebird Foods Explained

Bluebird Foods Ltd is a New Zealand division of the U.S.-based PepsiCo corporation, that manufactures snack foods. All snacks are manufactured at the Bluebird Foods factory in Wiri, Auckland.

History

Originally part of Goodman Fielder, and then bought by Graeme Hart's Burns, Philp & Co, Bluebird Foods was purchased by snack-food and beverage giant PepsiCo for NZ$245m in July 2006. Prior to that, Burns Philp tried to sell Bluebird Foods to Nestlé with the Uncle Tobys sale. Nestlé was not interested and bought only Uncle Tobys business. In October 2005, Bluebird Foods acquired Krispa and Aztec from Hansells NZ. This made Bluebird Foods one of the largest snack food manufacturers in New Zealand. May 2006 saw Nestlé purchase the Uncle Tobys brand for NZ$1.1 billion. Bluebird Foods was able to use the Uncle Tobys brand until May 2007.

Later in 2008, the company started using foil to wrap most of their chips instead of the soft plastic material previously used. However, the soft plastic material is still used for corn snacks, such as Twisties, Burger Rings and Rashuns.

In November 2023 Bluebird partnered with Hellers to create Rashuns and Burger Rings flavoured sausages as a limited edition.^[1] They have also partnered with Wattie's to make Tomato Sauce and Mince Pie flavoured chips.^[2]

Marketing

In 2009, Bluebird Foods teamed up with The Rock radio station and rebranded "The People's Chip" campaign from Australia’s radio presenter duo Hamish & Andy.In Australia, the chip flavour as voted for by listeners was gravy, while in New Zealand the flavour selected was marmite and cheese – a flavour already produced by Walkers in the UK, who have the same parent company as Bluebird Foods.

Brands

Current brands

• Bluebird Original Cut Chips^[3] — ready salted/chicken/salt & vinegar/sour cream & chives/green onion
• Burger Rings — corn snacks
• Cheezels — cheese corn snacks
• Copper Kettle — potato chips
• Delisio — sweet chilli relish/prawn cocktail/sea salt/red curry/caramelised onion & balsamic vinegar
• Doritos
• Cheetos
• Grain Waves (multigrain chips)
• Lay's — made in New Zealand (under license). Sold at Costco
• Nobby's — peanuts and cashews, imported from fellow PepsiCo company, Smith's Chips in Australia
• Poppa Jacks
• Red Rock Deli — imported from fellow PepsiCo company, Smith's Chips in Australia
• Ruffles — made in New Zealand (under license). Sold at Costco
• Smith Staxs — imported from fellow PepsiCo company, Smith's Chips in Australia
• Twisties — corn flavoured snacks
• Rashuns
• Popcorners - Popcorn snack

Discontinued brands

• Aztec Corn Chips — replaced with Doritos^[4]
• Biguns^[5]
• CC's corn chips — replaced with Doritos^{[6] [7]}
• Party Corn Chips
• Sensations
• Uncle Toby Chewy
• Krispa Chips
• Smiths Stax (In NZ)
• Roll Ups
• Le Snak^[8]

Notes and References

1. Web site: Hellers release Rashuns and Burger Rings flavoured sausages . 2023-12-09 . 1 News . en.
2. Web site: Howie . Cherie . 17 December 2017 . L&P Fruju the latest crazy Kiwi food combo . 15 February 2024 . The New Zealand Herald.
3. Web site: Carter. Bridget. 17 March 2021. PepsiCo set to divest local brands. 28 September 2021. The Australian.
4. News: Vass. Beck. 27 March 2010. Kiwi icons kicked off shelves to make way for US chips. The New Zealand Herald.
5. Web site: 2023-08-13 . Kiwi snacks they should bring back from extinction . 2023-08-13 . NZ Herald . en-NZ.
6. Web site: Bluebird bringing back CC's, but you'll have to be quick . 2023-08-13 . 1 News . en.
7. Web site: 2023-08-13 . 'Tasting like thees': Iconic favourite 90s Kiwi snack to make comeback . 2023-08-13 . NZ Herald . en-NZ.
8. News: Le Snak has been discontinued, it's been confirmed . en . Newshub . 2023-08-13.