The Naked Possum crowned New World Emerge 2026 champion, set to take Kiwi innovation nationwide

A Kiwi business with a big idea and even bigger ambitions has taken out the top honour in the 2026 New World Emerge competition, with The Naked Possum crowned this year's champion following a live pitch finale at Foodstuffs' Landing Drive headquarters in Auckland.

The Naked Possum’s pet treat product stood out as the winner because it brings together a powerful consumer proposition with a distinctly New Zealand solution. By transforming wild possum, one of the country's most damaging invasive pests, into a premium, sustainable pet treat, the brand delivers real point of difference, strong commercial potential, and a clear environmental benefit. Selected from six exceptional finalists drawn from 91 entries, The Naked Possum impressed the judges with its originality, purpose-led story, and ability to turn a national challenge into a high-value product pet owners can feel good about choosing.

As the 2026 winner, founder James Laurie will receive the opportunity to have The Naked Possum ranged nationally through New World stores, alongside a tailored package of mentoring, technical expertise, consumer insights and retail guidance designed to help accelerate the business's growth.

"Winning New World Emerge is a pinch me moment for us. We've worked really hard building The Naked Possum, and to have our product recognised by Foodstuffs and leading industry experts is hugely rewarding. Being able to work with New World and gain access to the support, mentorship and retail expertise that comes with Emerge is incredible. We can't wait to take the next step in growing our business and sharing our products with even more New Zealanders."

Foodstuffs New Zealand Managing Director Chris Quin said the quality and determination of this year's finalists demonstrated the strength of innovation coming from Kiwi entrepreneurs.

"Every year we're inspired by the calibre of businesses entering Emerge, but this year's finalists have been exceptional. They aren't just creating great products – they're identifying genuine consumer needs and building businesses with the potential to become household names."

"While national ranging is an exciting milestone, Emerge is ultimately about helping founders build sustainable businesses. By connecting them with the expertise, mentoring and guidance they need to grow, we're helping set them up for long-term success."

Foodstuffs South Island Chief Executive Mary Devine said the programme continues to strengthen New World's reputation as the home of local innovation.

"Our customers love discovering new products, and programmes like Emerge help ensure we're continually bringing exciting Kiwi innovation to our shelves. It's incredibly rewarding to see passionate founders given the opportunity to take the next step in their journey."

Over recent months, finalists have worked alongside Emerge partners, including Rise Growth Lab, Stickybeak, the New Zealand Food Innovation Network (NZFIN) and HOOP, receiving coaching, consumer insights, technical advice and pitch preparation ahead of the national final.

The programme is designed to help emerging suppliers build capability well beyond the competition itself. All finalists receive expert guidance, while the winner benefits from six months of ongoing mentoring and business support.

The judging panel praised the overall standard of entries, noting the strength of innovation, commercial thinking and founder passion demonstrated throughout the programme.