Forty Thieves and WAC: A Partnership Driving FMCG Growth in New Zealand
- Rachel Murrell
- Oct 15
- 3 min read
If you’ve walked through the nut butter aisle in New Zealand recently, you’ll have noticed a shake-up. Sitting proudly on shelf is Forty Thieves, a brand that has carved out a reputation for flavour innovation, quality, and now, strategic growth.
One year ago, the team at Forty Thieves recognised that if they wanted to thrive in New Zealand’s highly competitive grocery scene, it was time for a bold reset. Six months ago, they made the tough call to change direction and more recently they partnered with our team at William Aitken & Co (WAC). What followed has been nothing short of transformative.
A different approach to FMCG
“When we started working together, it wasn’t about doing more of the same,” says Rachel Murrell, Managing Director and owner at WAC. “We changed the strategy and the way of thinking.”
Instead of spreading their product range too wide, the focus shifted to consolidation and building stronger visibility in key retailers. This sharper approach has been supported by WAC’s Centurion Sales partnership, ensuring strong field execution and improved share of shelf.
Angus Hume, WAC’s National Field Manager, adds: “Our team brought in new and bold tactics that helped secure greater presence in store. The results are clear in the planogram - Forty Thieves now has the shelf placement it deserves.”
Results on the board
Within the first 90 days, Forty Thieves achieved significant milestones:
Planogram of their dreams: Placement that positions the brand for long-term growth.
Increased ranging and distribution: Ensuring more shoppers can find their favourites.
A stronger, united partnership: Reflected in the energy and momentum between the Forty Thieves and WAC teams.
As Forty Thieves co-founder Shyr Godfrey shared on her LinkedIn:
“We’ve had double-digit growth year after year, but nothing compares to the extraordinary step-change of the past three months. There’s so much happening behind the scenes – and people are noticing. Thank you Brett Hayde for unleashing a team that is second to none! Thank you Angus Hume and Rachel Murrell for raising the bar and rewriting the standard.”
Why planograms matter
In New Zealand’s fast-moving grocery sector, the planogram is everything. A planogram is the visual layout that retailers use to determine exactly where products sit on the shelf and how much space they receive.
Securing strong placement isn’t just about looking good - it directly influences consumer behaviour. Shoppers are more likely to choose products that are eye-level, easy to find, and consistently available.
For challenger brands like Forty Thieves, getting a “planogram of their dreams” means being positioned alongside household names, levelling the playing field, and opening the door to growth.
It also signals confidence from the retailer, who recognises the brand’s potential and is prepared to back it with space that drives sales. We know that the right planogram placement can transform a brand’s visibility, sales trajectory, and long-term future in FMCG.
Values in action
At WAC, “Partners in Success” is more than a brand value - it’s the way we work. The Forty Thieves story showcases the power of partnership built on trust, shared strategy, and celebrating the wins along the way.
The alignment runs deeper than sales. Forty Thieves’ commitment to sustainability, from recycling 740kg of label liner waste to saving over 85 eucalyptus trees in 2024, mirrors WAC’s own focus on purposeful growth. It’s a partnership that goes beyond products, grounded in values that resonate with retailers and consumers alike.
Looking ahead
With year 10 on the horizon, Forty Thieves is poised for its biggest chapter yet. Together with WAC and Centurion Sales, the brand is rewriting what success looks like in New Zealand’s FMCG landscape — and setting its sights on new opportunities overseas.
About Forty Thieves Founded on the Hibiscus Coast, Forty Thieves Nut Butters has grown into one of New Zealand’s most innovative food brands, known for its award-winning flavours and natural ingredients. Learn more at Forty Thieves.
About Centurion Sales Centurion Sales is WAC’s trusted partner in field execution, providing nationwide coverage and proven results at the shelf. Discover more at Centurion Sales.
About the author:
Rachel Murrell is the Managing Director of William Aitken & Co. With over 20 years of experience in the FMCG industry, she works closely with brand owners to grow their presence across New Zealand’s major retailers.
