The Government has announced a new proposal that could make it easier and more affordable for new supermarket chains to enter the New Zealand grocery market, by reducing what it calls “onerous and outdated” food labelling requirements. Economic Growth Minister Nicola Willis and Food Safety Minister Andrew Hoggard say the move aims to cut unnecessary costs while maintaining strong food safety protections.

The proposal—now open for public consultation—would trial digital food labelling for lower-risk imported pre-packaged products. The initiative responds to repeated concerns from retailers and international suppliers that New Zealand’s physical labelling rules create a costly barrier for new market entrants.

Lowering Barriers to Grocery Market Competition

Under current rules, pre-package

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