TGFC Producer Spotlight

Meet Secret Kiwi Kitchen

Secret Kiwi Kitchen was lovingly created by Lulu and Clare during Auckland’s second COVID-19 lockdown as way to brighten people’s day! Today, these award-winning artisans have the goal to be your secret kitchen ally - making it easy for you to whip up homemade treats that everyone will love. They're regularly developing products including a special limited edition holiday treat coming in September that will be worth the wait. Lulu, one of the co-founders, shares more of their story and explains their incredible creations.

TGFC/ How did you get started?
Lulu/ Secret Kiwi Kitchen started as a small kitchen experiment with self-printed labels glued onto coffee bags that has grown into something much bigger than I ever imagined.

When my career as a digital marketer was suddenly upended by COVID-19 in 2020, I saw it as a chance to pursue my lifelong dream: creating and sharing beautiful, artisanal food. During Auckland's second lockdown, my friend Clare and I banded together to create baking mixes that would help brighten our local community.

It’s been a whirlwind of a journey, and I’m incredibly grateful for the overwhelming support from our amazing customers and community.

TGFC/ What makes Secret Kiwi Kitchen special?
Lulu/ I know firsthand how hectic life can be. Sometimes, you just need a plate to share that doesn’t take all day to make, or you want your kids to experience the joy of baking their own treats. Easy doesn’t have to mean compromising on quality. That’s why our products are made in New Zealand, using all-natural, premium ingredients like locally sourced dairy—no nasty chemicals or unpronounceable additives.

My hope is that our products help you create not just beautiful food but also cherished memories with your loved ones.

Secret Kiwi Kitchen Triple Fudge Brownie Mix

Secret Kiwi Kitchen Buttermilk Pancake and waffle mix

Secret Kiwi Kitchen Universal Cake & Cupcake mix

TGFC/ What is your favourite creation?
Lulu/ If I had to pick, I’d definitely start with our Triple Fudge Brownie Mix. When I was 12, I crafted a brownie recipe for my family’s stand at the Martha’s Vineyard Farmers Market. We sold egg rolls and Vietnamese cold rolls—pretty exotic back then but we needed a good marketing ploy to draw customers in for that first bite! My plan was to attract kids with my brownies so they’d bring their parents over. And it worked! Those brownies, with chocolate chips and a splash of Kahlua, were a huge hit and my family's stand is still going gang busters.

TGFC/What is your most popular product?
Lulu/ Our Buttermilk Pancake & Waffle Mix is our top selling proudct, I’m also incredibly proud of it. Perfecting it took hundreds of tries. It’s still a bit of magic to me how just a few grams of ingredients can make such a big difference! This was also a product finalist in the FMCG Product of Year awards.

TGFC/Is there anything else you'd like to share?
Lulu/ My favourite part of the business besides creating new products is connecting with my customers- I love it when they share pictures of their creations with me. It makes me feel like I go to lots of parties and special family gatherings.

Good news for our members

TGFC Good Reward members will earn double points when they purchase any Secret Kiwi Kitchen product between now and September 30, 2024. As a TGFC Good Rewards member, you earn points every time you shop. When you reach 100 points, you get a $15 TGFC Good Rewards e-voucher that you can redeem at any time – and you earn 75 points just by referring a friend. If you’re not a member, find out how to join now!

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