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FMCG distributor · Brand creation · Australia + New Zealand
We build and scale FMCG brands for modern retail.
Alliance Trading is a trans-Tasman FMCG distributor and brand-creation company. We help food, snack and beverage brands launch and scale across Australian and New Zealand supermarkets, pharmacy and convenience retail.
Alliance Trading exists to do two things well.
We build and grow
→We help brands
access retail markets.
→
We support brand owners with market entry, retail ranging and retail execution across Australia and New Zealand.
From Woolworths and Coles in Australia to Foodstuffs (New World, Pak'nSave) and Metcash in New Zealand — we know how the trans-Tasman supermarket duopolies actually work, and we plan around the reality.
Retail-first
We start with the shopper and work backwards from shelf to strategy.
Commercially grounded
We bring deep retail insight and commercial discipline to every decision.
Built for scale
Our systems, partners and processes are designed to unlock sustainable growth.
We develop and own a growing portfolio of FMCG brands across noodles, snacks and emerging categories.
Every brand is designed with real-world retail constraints in mind - from shelf presence to velocity.
Explore Our Brands →
Portfolio
Our Brands
Well
Naturally
Naturally
BE
RIGHT
RIGHT
AQUA
PLUS
PLUS
Own-brand development
Concept, pack, pricing, ranging and retail execution shaped around real supermarket conditions.
Category-led growth
Noodles, snacks and emerging formats selected for shopper relevance and repeat purchase potential.
Partner pathways
Practical support for brands looking to enter or scale across Australia and New Zealand.
Our Brands · Well Naturally
A little indulgence.None of the guilt.
Australia's favourite no-sugar chocolate. Rich, real, and naturally sweetened — because treats shouldn't come with trade-offs.
Explore Well Naturally →
Our Brands · House of Yum
Dinner, sorted.Flavour, nailed.
Restaurant-quality Asian and Indian meals — ready in minutes, never short on taste.
Explore House of Yum →
Our Brands · Reward Pet Treat Co.
Good boysdeserve good treats.
Wholesome, Australian-made pet treats that pets love and pet parents trust. Tails wagging, every time.
Explore Reward Pet Treat Co. →
Our Brands · Aqua Plus
Move further.Recover faster.
Hydration with purpose — electrolytes, vitamins and clean energy in every bottle.
Explore Aqua Plus →
Why Alliance Trading
- We understand how retailers think.
- We move quickly and decisively.
- We build brands that work on shelf, not just on paper.
Trans-Tasman Presence
Operating across Australia
and New Zealand.
Common Questions
What people ask before they reach out.
What does Alliance Trading do?
Alliance Trading is an FMCG distributor and brand-creation company operating across Australia and New Zealand. We build and grow our own portfolio of food, snack and beverage brands, and we deliver retail distribution, ranging and in-store execution for partner brands ready to scale across the trans-Tasman.
What is an FMCG distributor?
An FMCG (fast-moving consumer goods) distributor takes a brand from supplier to supermarket shelf — handling retailer relationships, ranging negotiations, in-store execution, trade marketing and category support. Alliance Trading does this for owned brands and partner brands across Australia and New Zealand.
How do I get my product into Woolworths or Coles?
Getting listed in Woolworths or Coles requires a category-fit case, the right ranging story, supply readiness and a partner that knows how each retailer's review cycles actually work. That's the work we do every day for the brands in our portfolio. The same applies to New World, Pak'nSave, Foodstuffs, IGA, Costco and Chemist Warehouse.
Which categories does Alliance Trading cover?
We currently cover frozen meals, snacking, confectionery, hydration and functional wellness drinks. We're actively exploring adjacent categories — better-for-you confectionery, route-to-market snack innovation and functional beverages — wherever there's retail white space and shopper momentum.
Australia, New Zealand, or both?
Both. Alliance Trading is a trans-Tasman trading company built around one team running both markets — Australian FMCG distribution and New Zealand FMCG distribution under one structure, with deep retailer relationships in each.
Who do you typically work with?
Brand owners and FMCG founders ready to scale, manufacturers looking for owned-brand creation partners, and retailers wanting one trans-Tasman supplier across multiple categories. See how a partnership starts →
