The Government of New Zealand has announced plans to proceed with a 12-month digital food labeling trial for imported pre-packaged food products, aiming to reduce regulatory barriers while maintaining strong food safety protections for consumers. The initiative follows a public consultation conducted at the end of 2025, as required under the country’s Food Act 2014.
The trial will allow selected retailers to test digital labeling solutions that provide product information electronically while ensuring that core food safety requirements continue to be met. According to Andrew Hoggard, New Zealand’s Minister for Food Security, the initiative seeks to improve outcomes for consumers by promoting innovation in labeling practices while maintaining robust regulatory safeguards.
To implement the program, the New Zealand Food Safety authority will oversee the selection of participants through an expression of interest (EOI) process, which is currently open. The agency will evaluate applicants, provide guidance during the trial period, monitor compliance, and assess the overall effectiveness of the initiative. Submissions for participation close on April 8.
The trial will apply only to imported pre-packaged foods intended for retail sale in New Zealand that meet specific eligibility criteria. Products must have a physical label in English, and the physical label must not contain nutrition or health claims that fail to meet the compositional requirements specified under the Australia New Zealand Food Standards Code. For example, products labeled as “gluten-free” overseas would not be eligible if they do not comply with New Zealand’s regulatory standards for such claims.
Additionally, eligible products must originate from countries whose labeling regulations are aligned with Codex standards and have been in force for at least five years with established compliance oversight.
Certain product categories are excluded from the trial and must continue to comply fully with existing physical labeling and compositional requirements under applicable legislation, including the Australia New Zealand Food Standards Code, the Supplemented Food Standard 2016, and the Dietary Supplements Regulations 1985. Excluded products include dietary supplements, supplemented foods, special purpose foods, alcoholic beverages, kava, and royal jelly.
Through this trial, the New Zealand Government aims to explore how digital labeling can improve consumer access to product information, facilitate innovation in retail practices, and support a modern regulatory framework without compromising food safety standards.
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