After four decades, Annies fruit bars have become more than just a snack. They are a staple of Kiwi lunches and a story of family, resilience and ingenuity, deeply rooted in the Marlborough community.
“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,” co-founder Annie Giles.
“It blows you away when beautiful young women tell you, ‘I grew up on Annies, and now my kids love them, too’.”
April brought the 40th anniversary of the family-owned business. What started as a simple idea to repurpose surplus fruit from a home orchard into products sold at a roadside fruit and vegetable stall has grown into an iconic New Zealand brand, now sold around the world.
The business began in 1986, when Graeme Giles gifted his wife 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.
Originally a 30-hectare mixed sheep and cropping farm, the property has since grown into a 60-hectare operation, including vineyards across Marlborough and Seddon.
“My mother was born on the property in 1912 and died there 80 years later,” Graeme relayed. “Over the years, I’ve grown almost every conceivable crop – vegetables, grains, seeds, apples, kiwifruit, and now grapes, as well as stock.”
From those beginnings in a small garage, the business quickly expanded. Within two years, Annies had moved into a 200-square-metre factory with a house above it. By 2006, a purpose-built 2,000-square-metre facility had been constructed on the family property.
Key ingredients
Central to the company’s success has been its commitment to quality and locality. The team works to source fruit locally wherever possible, provided it meets strict standards, including specific sugar levels, sensory checks and certifications such as kosher, vegan and vegetarian.
Apples, a key ingredient, are sourced from Nelson and Tasman growers. Boysenberries used for the fruit bars come from farms in Motueka and Tasman, while cherries, blueberries and other stone fruit are sourced from Central Otago.
Over the years, the business has experienced its share of highs and lows. Graeme recalls hosting the president of major American health food chain Trader Joe’s in New Zealand as a standout moment. More recently, the sale of the company in 2013, and its return to family ownership in 2023, proved one of the most challenging chapters.
For Annie, the highlights have often been more personal. “The most rewarding part is when strangers, often little ones, come up and say, ‘Are you Annie? I eat your bars every day.’”
Today, the next generation is preparing to step in. The couple’s daughter, Cabie, has been part of the business her entire life, from sitting in the factory as a baby to taste-testing fruit as a toddler.
“I’ve always admired the passion and dedication my parents have put into building the business,” she said. “When it was sold, it was hard to see it go, which makes having it back in the family now feel incredibly special.”
Visit annies.co.nz to find out more.
