Apollo Foods is rewriting the rules of beverage manufacturing with a sharp focus on brand integrity, sustainability, and local provenance. Home to the country’s best-selling plant milk Boring® and playful juice Picky®, together they’re proving that innovation and identity can go hand in hand – in Aotearoa and beyond.
Founded in 2016, the journey started with The Apple Press, created by Ross Beaton, New Zealand’s largest apple orchardist and food technologist Sally Gallagher to offer a juice that captured the taste of a freshly picked Hawke’s Bay apple.
Their purpose-built 50 million litre per year aseptic plant in Hawke’s Bay set a new standard for juice quality and shelf life. Its dedication to single-origin ingredients and advanced food tech laid the foundation for what would become the company’s hallmark: premium products, thoughtfully made.
That same vision later expanded with the arrival of Boring® Oat Milk in 2021, the brainchild of Morgan Maw. Crafted from Southland-grown oats and packaged in recyclable PET bottles, the dairy-free milk offered a uniquely sustainable and local alternative to traditional plant milks.
“Tetrapak is not kerbside recyclable in many places and often ends up in landfill,” Maw says. “We knew early on we had to do better than what was already on the market.”
Beyond caring for the land, a focus on connection has driven Boring®’s standout performance in a growing category. “To cut through the noise, we knew we had to lead with brand. We invested in Boring® more than most new FMCG brands would,” Maw explains. “We spent the time understanding who our customers were, what they care about, and how we could support them - not just sell to them.”
That same brand-led model has now been applied to Picky®, (formerly The Apple Press). In just six months, it has grown brand awareness from 26% to 38%, thanks to a playful, discerning voice that connects customers with the people and places behind each bottle.
Today, Apollo Foods’ portfolio spans Asia and Oceania. Traceability, packaging, and provenance are at the heart of the company’s model and with 90% of the Asian population lactose intolerant, Boring®‘s Oat Milk has real export appeal. Already available in Thailand, Hong Kong and Vietnam, Boring® recently launched in Woolworths in Australia.
“Woolworths Australia was a major milestone for us,” Morgan shares. “It showed that a small, independent Kiwi brand could stand out on a global stage.”
Picky® is being prepped for broader release in Asia. “We’re not trying to be everywhere,” Maw notes. “We’re deliberately brand-led, so our strategy is about doing fewer markets really well, with real commitment.”
Blending technical innovation with creativity and a willingness to be different is what attracted the business to join the FernMark Licence Programme in 2019. “We see the silver fern as more than a symbol - it’s a promise,” adds Maw.
The FernMark represents values woven into every aspect of the business. From sourcing high-quality local ingredients to investing in ethical packaging and transparent processes, Apollo Foods lives its New Zealand story with authenticity and pride.
The certification has helped build early credibility. “We believe the FernMark is a signpost of quality and integrity. It’s a way of saying ‘we are the real deal’ without having to say it ourselves,” says Maw. “It fast-tracks trust, especially in new markets.”
Retailers and distributors in Vietnam and Hong Kong have already cited the FernMark as a sign of authenticity and trust, opening doors for early market success. It’s a tool that adds weight to their pitch and helps brands like Boring®- with its cheeky name - get taken seriously from the start.
Looking forward, Apollo Foods is focused on growing the right way. That means scaling distribution across Australia and Asia, exploring co-branded partnerships, and investing in innovation, sustainability, and education initiatives that align with their values. Whether it’s oat milk, fruit juice, or the next great idea in beverages, Apollo Foods is committed to delivering products that are not only delicious but deeply connected to New Zealand’s legacy of quality, care, and creativity.