NZ to Launch Digital Food Labelling Trial to Boost Competition and Consumer Choice

The trial follows a consultation process conducted late last year, which was required under the Food Act 2014, and is now moving into the next phase with an open call for retailers to participate.

The New Zealand Government has announced plans to proceed with a digital food labelling trial, a move aimed at reducing barriers for businesses entering the market while expanding consumer choice. The initiative is part of the government’s broader strategy to encourage innovation, improve competition, and potentially reduce costs for shoppers.

The trial follows a consultation process conducted late last year, which was required under the Food Act 2014, and is now moving into the next phase with an open call for retailers to participate.

Addressing Barriers to Market Entry

Economic Growth Minister Nicola Willis said traditional physical labelling requirements can pose significant costs for retailers, particularly for new entrants trying to establish themselves in the New Zealand market.

“Food retailers have told us labelling products can be a costly barrier to entry or expansion into the New Zealand market,” Willis said.

She explained that the trial will allow businesses to test digital labelling technologies, which could provide a more flexible and cost-effective alternative to traditional packaging labels.

For smaller companies and international suppliers entering the New Zealand market, the cost of producing separate labels that meet domestic regulations can be substantial. According to the minister, these expenses are often passed on to consumers through higher product prices.

“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,” Willis said.

The government believes reducing such barriers could lead to greater competition, increased product availability, and better pricing for consumers.

“The end goal is a better deal for Kiwi consumers,” she added.

12-Month Trial with Selected Retailers

As part of the next stage, the government has opened an Expression of Interest (EOI) process to identify retailers willing to participate in a 12-month digital labelling trial.

Only a small number of approved retailers will be selected for the programme. These retailers will be temporarily exempt from certain physical labelling requirements under the Australia New Zealand Food Standards Code.

The exemption will apply only to lower-risk, pre-packaged imported food products.

Participants in the trial will test systems where required information traditionally displayed on packaging—such as ingredient lists, nutritional information, and allergen details—can be accessed digitally, for example through QR codes or similar technologies.

Food Safety Protections to Remain in Place

Food Safety Minister Andrew Hoggard stressed that while the trial introduces new technologies, food safety standards will remain strictly enforced.

Under the trial:

• Imported products must still have physical labels that comply with regulations in countries with strong food safety systems, comparable to New Zealand’s.

• All required consumer information must still be available digitally.

• Products must comply with the Food Act 2014, the Australia New Zealand Food Standards Code, and all other relevant regulations.

“Food safety and suitability remain non-negotiable during the trial,” Hoggard said.

He emphasized that the digital labelling initiative is designed to complement existing safeguards rather than replace them.

Oversight by New Zealand Food Safety

The trial will be managed and monitored by New Zealand Food Safety, which will oversee the selection of participants and ensure compliance with regulatory standards.

The agency will:

• Assess retailers applying to participate in the trial

• Provide guidance on implementing digital labelling systems

• Monitor the trial’s performance and safety outcomes

This oversight aims to ensure that innovation does not compromise consumer protection.

Preparing for Future Food Labelling Systems

The government says the trial will also contribute to international discussions about digital labelling systems.

According to Hoggard, the results will help inform broader policy considerations by Food Standards Australia New Zealand (FSANZ) regarding the future role of digital technology in food labelling.

“The world is moving toward using this sort of innovative technology,” Hoggard said.

“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.”

Next Steps and Application Deadline

Once participants are selected, the government will release details about the retail locations involved in the trial.

Retailers interested in participating must submit their applications through the Expression of Interest process, which is currently open.

Submissions close on Wednesday, 8 April 2026.