Source: New Zealand Government
The Government will move ahead with a digital labelling trial, another step towards removing barriers to consumer choice and competition.
It follows consultation at the end of last year on the trial, a requirement under the Food Act.
“Food retailers have told us labelling products can be a costly barrier to entry or expansion into the New Zealand market.
This trial provides an opportunity to test innovative digital labelling technologies and allows more flexibility to potential new entrants,” Economic Growth Minister Nicola Willis says.
“For smaller players and new entrants in particular, these costs would often need to be passed on to customers, resulting in higher prices that make it harder for them to compete.
“The end goal is a better deal for Kiwi consumers. It’s with that front of mind that the Government has decided to proceed with the trial.”
An Expression-of-Interest process is now open, seeking participants for a 12-month digital labelling trial for approved retailers.
Food Safety Minister Andrew Hoggard says the trial will ensure robust food safety protections remain in place.
“A small number of approved retailers will temporarily be exempt from existing physical labelling requirements under the Australia New Zealand Food Standards Code. It will only apply to lower-risk, pre-packaged imported foods.
“Products in the trial will have physical labels that comply with rules in countries with strong food regulatory systems, similar to New Zealand’s, and all the information that Kiwis are used to seeing on labels will be available digitally.”
All other retailers will continue to display the normal physical labels during the trial.
“Food safety and suitability remain non-negotiable during the trial, so all products must comply with the Food Act 2014, the compositional requirements of the Australia New Zealand Food Standards Code, and all other relevant legislation.”
To ensure regulatory oversight, New Zealand Food Safety will assess potential participants, run the trial, provide guidance and monitor performance.
“The world is moving toward using this sort of innovative technology. New Zealand’s trial of digital labelling will inform broader consideration of the role of digital labelling for food, by Food Standards Australia New Zealand” says Food Safety Minister Andrew Hoggard.
“The trial will help us understand how the system could work to ensure safety while providing business and consumers with more choice, without compromising the standards New Zealanders rightly expect.”
Locations of retail trial participants will be provided once they have been selected.
More information on the trial, including information for prospective trial participants, can be found here.
Submissions to the Expression of Interest process close on Wednesday, April 8, 2026.
