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Sharing treats: NZ baking mix brand expands into Australia

New Zealand baking mix company Hill St is expanding into Australia in a deal that will see the Hill St Bases range sold in over 500 Woolworths stores across the country.

Created by Eliana Glover, the company offers a healthy, modern alternative to traditional baking mixes. Easy to bake and to eat, Hill St’s mixes are diet-inclusive and allergen-friendly, and have been greatly received by novice bakers, time-poor pros, and 170+ New Zealand stockists.

Hill St has seen huge domestic growth in the last year, with sales up 250 percent. With the Australian home baking market five times that of New Zealand, the company is certainly set to rise.

The brand’s recipe for success so far has been rigorous innovation. Since launching, the bake mix pros have held their market position by launching eight new products in quick succession.

Nelson-born Eliana says although Hill St is now exporting, suppliers and production will remain local to New Zealand.

“I grew up in a family that is still heavily involved in growing and processing produce, particularly berry fruit, and that’s had a big impact on the way I run the business,” she says.

“It can be very challenging – I’ve had first-hand experience! So we do our best to partner with local businesses every step of the way.”

The Hill St Bases range includes a dairy-free, nut-free, vegan-friendly Chocolate Baking Mix, Vanilla Baking Mix, Dough Baking Mix, Seed Cracker Baking Mix, and Choc Chunk Cookie Mix.

The company is also hoping to introduce their colourful Kids Baking Kits through Australian gift retail channels.

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