Consumer feedback is becoming a genuine part of how emerging brands are supported on their way to shelf - and we are so proud to support that journey! 

Now in its fourth year, Emerge is New World's national programme for early-stage grocery brands,  giving emerging suppliers a real pathway to market through mentorship, industry expertise, and the chance to secure ranging in stores across Aotearoa.

As an Emerge partner, we run a tailored marketing research masterclass (you can join a masterclass anytime here) and work hands-on with founders to help them understand how real shoppers respond to their product, positioning, and packaging, before they walk into a pitch room.

This year, the winner also takes home a tailored consumer testing plan to support their retail launch. 

Bringing the consumer voice into the room

In grocery, success comes down to one thing: will consumers buy it?

That's not a question you want to answer for the first time at a range review. Consumer testing before you pitch means you walk in with evidence, not assumptions.

Allie Hemmings, founder of Butterluxe, the 2025 Emerge winner, put it better than we could:

"Consumer insights gained from Stickybeak in the lead up to the Emerge programme were instrumental in shaping our understanding of market fit and consumer expectations. We were able to confidently present our product backed by real data, clearly showing how it sits alongside existing market offerings. I don't think we would have had the same level of clarity or confidence in our presentation without these insights. It enabled us to make faster, more informed decisions and ensured we're bringing a product to market that genuinely resonates with shoppers rather than relying on assumptions."

Early consumer feedback doesn't just validate your product, it sharpens how you talk about it.

The broader shift

Programs like Emerge reflect something happening across grocery stores more widely. Retailers are increasingly backing products that show real consumer traction early. Not just strong ideas, but clear signs they'll perform on shelf.

Data-led decision making used to be the domain of big brands with full research teams. That's changing. And for emerging suppliers, that's a genuine competitive advantage.

What’s next with Emerge

Entries are open now, closing at midnight on 1 May 2026.

Successful applicants join a semi-final cohort for capability building sessions, which Stickybeak will be part of, before finalists pitch live to determine the winner on the day.

We can't wait to see what this year's cohort brings. Follow along for updates, and if you're keen to be part of it, find out more or apply below.

Apply for Emerge