Kiwi chef takes Loaf to Australia's Coles

Chef-turned-businessman Sean Armstrong’s business Loaf is expanding to Australia in a multi-million dollar deal that will see its range of gourmet slices stocked in Coles supermarkets.

Chef-turned-businessman Sean Armstrong’s business Loaf is expanding to Australia in a multi-million dollar deal that will see its range of gourmet slices stocked in Coles supermarkets.
 

After six months of negotiations, Coles has agreed to stock Loaf products in 400 stores throughout New South Wales and Victoria.
 
As a result Loaf, which began in 2004, has moved to 24/7 operations and increased staff by 20 percent.

Armstrong says the agreement marks the first step in Loaf’s strategy to expand into other international markets.
 
“We knew we had a great product, and have always felt confident from the outset this would speak for itself," he said in a statement.

Loaf’s range is available only through specialised food retailers in New Zealand. To launch into one of Australia’s most prestigious supermarkets is a major coup for the business, Armstrong says.
 
 
“Aussie foodies are just as keen on consuming goods that use the finest-quality, all-natural components that make these products stand out above other baked goods. Our sales team, along with the Coles’ buyers, are convinced the ‘sweet range’ will be simply the start of a bigger operation across the Tasman. “

The sticky chocolate brownie, explosive ginger slice, gooey caramel slice and cranberry and pistachio slice have been repackaged for the Australian market.
 
Depending on sales, these products may be rolled out to all 750 Coles supermarkets in Australia.