After four decades in business, Annies fruit bars have become a familiar part of Kiwi lunchboxes, with strong ties to Tasman growers and a story grounded in family and resilience.
This April marks 40 years since the family-owned business began, a milestone co-founder Annie Giles says is both “incredible and humbling”.
“It’s incredible and humbling to know that our fruit bars have had the privilege of being part of the lunchbox for three generations of kids,” she says. “It blows you away when beautiful young women tell you, ‘I grew up on Annies and now my kids love them too’.”
What started as a simple idea to repurpose surplus fruit from a home orchard has grown into an iconic New Zealand brand, now sold around the world, while continuing to rely on fruit from Nelson and Tasman.
The business began in 1986, when Graeme Giles gifted his wife Annie a Harvest Maid dehydrator as a wedding present. At the time, the couple were farming a Marlborough property that has been in Graeme’s family since 1898.
From small beginnings in a garage, the business expanded quickly. Within two years, Annies had moved into a 200-square-metre factory, before building a purpose-built 2000-square-metre facility on the family property in 2006.
Central to Annies success has been its focus on quality and local sourcing. Apples, a key ingredient, are sourced from Nelson and Tasman growers, including fruit that does not meet export standards.
Moutere based Stephan Clark of NZ Apple Products says apples that would otherwise go to waste can be utilised because of the company.
“Rejected apples are taken and turned into puree, then transported to Annies in 200-litre drums,” he says. “If they didn’t go into puree they would be going to waste or pig food.”
Several tonnes of apples are used each week, giving the fruit a second life. Stephan says he has worked with the Annies team for many years and has enjoyed being part of their journey.
Boysenberries used for the fruit bars come from farms in Motueka, while cherries, blueberries and other stone fruit are sourced from Central Otago, reinforcing the brand’s strong ties to Kiwi growers.
Over the years, the business has faced challenges alongside its successes. Graeme recalls hosting the president of American health food chain Trader Joe’s in New Zealand as a standout moment, while the sale of the company in 2013 and its return to family ownership in 2023 marked a testing period.
For Annie, the most rewarding moments remain the personal ones.
“The most rewarding part is when strangers, often little ones, come up and say, ‘Are you Annie? I eat your bars every day.’”
As Annies celebrates its 40th anniversary, the focus remains on the future, with the next generation already closely connected to the business and Tasman-grown fruit continuing to play a key role in its success.
