We’re thrilled to share the successful launch of Juice Lab in New Zealand. As Australia’s number-one Health Shot brand, Juice Lab’s expansion across the Tasman is a major milestone and one we’re proud to have supported through a focused new market entry project.
Supporting Juice Lab’s New Market Entry With Deep Local Insight
Beginning in late 2024, Incite worked closely with the Juice Lab team to deliver in-depth market analysis of the New Zealand grocery sector. We also managed the distributor search process and the appointment of the local distributor, ensuring the brand was well-positioned for success from day one as part of a comprehensive market entry plan.
Juice Lab’s entry into New Zealand is not just a case of putting products on shelves. It reflects a deliberate, insights-led approach to new market entry strategy. Our work focused on identifying the right partners, understanding local category dynamics and ensuring that the brand’s unique health positioning would resonate with consumers across the country.
Taking the Right International Expansion Strategy to Market
On 1 May 2025, Juice Lab officially launched in Woolworths as part of its national planogram refresh. The brand is now available throughout the Grocery channel with distribution continuing to grow across New World and PAK’nSAVE stores in both the North and South Islands. This is a clear example of how a strong international expansion strategy can turn planning into placement.
The Juice Lab range brings a refreshing and functional option to the wellness category. Each 60 ml juice shot is made from all-natural, plant-based ingredients with no added sugar and packaged in recyclable glass bottles. Designed to support physical and mental well-being, the four products now available in New Zealand include:
- Focus – Brain power: A mental pick-me-up with ginger, calamansi, guarana and ginseng
- Immune – Vitality: An immunity boost with orange peel extract, turmeric, ginseng and ginger
- Digest – Gut health: A detox blend with apple cider vinegar, acacia and wheatgrass
- Calm – De-stress: A calming mix of blueberry, hemp, chamomile and lavender
With a 75 per cent market share in Australia’s juice health-shot category, Juice Lab has clearly struck a chord with consumers. However, even with strong momentum at home, business expansion across borders demands more than just a good product—it demands strategy, execution and strong local partnerships.
For Juice Lab, having Incite manage the market analysis and distributor appointment process helped create clarity and confidence in how to move forward on a scalable new market entry model. We applied the same level of detail, care and attention we bring to every client. The result is a launch that has already gained strong traction and positive retailer response.
Their successful rollout shows that when you hold firm on your critical brand assets—packaging, claims, positioning—and combine that with agile local activation, your growth path becomes clearer and more predictable. That blend of brand control and growth-oriented tactics is exactly what underpins a strong brand growth strategy for exporters.
What This Means for Future Exporters
Thinking about your next market? This example shows how a structured new market entry strategy can set you up for long-term success:
- Start with accurate category analysis before writing your playbook.
- Select the right distribution partner who shares your vision and brings local activation capabilities.
- Launch with a clear plan, then expand once repeat and velocity are proven.
- Maintain your brand core while adapting tactics to local retail formats and channels.
- Review performance early and often; scale or adapt based on data.
We’re proud to have played a part in Juice Lab’s new market entry and we look forward to seeing the brand continue to thrive in New Zealand.
Interested in exploring what the New Zealand market could offer your brand? Email us at getincite@exportincite.com or get in touch with us here.
