As we close out 2025, it feels important to pause and reflect on what this year has meant for Molly Woppy, our team, and the wider biscuit category.
This year wasn’t about chasing volume for the sake of it. It was about refining how we operate, strengthening our foundations, and making deliberate choices that position Molly Woppy for sustainable growth well beyond the year just gone.
If we had to sum up 2025 in one sentence, it would be this:
we refined our teams, opportunities, processes, systems, and products in a way that created solid growth and real momentum heading into 2026.
Growing a business by growing people
One of the things we’re most proud of this year is our team.
Building a strong team is never a finished job. It’s rarely perfect and always evolving. In 2025, we focused heavily on culture, capability, and clarity, knowing that people are at the heart of everything we do.
That investment has paid off. We’ve seen improved efficiencies, stronger collaboration, better problem-solving, and a genuinely positive, enjoyable workplace. There’s been harmony, momentum, and plenty of wins along the way, but just as importantly, there’s been fun. That matters.
Navigating pressure without losing direction
Like many New Zealand food manufacturers, 2025 came with its fair share of challenges. Rising input costs, ongoing supply constraints, and tighter margins tested the resilience of our business.
There were no easy fixes, and there were plenty of tough calls. What those moments reinforced for us was the importance of leadership through uncertainty. Bringing the team together, listening carefully, trusting people to do great work, and being willing to make uncomfortable decisions when needed.
Pushing the business to its limits, taking calculated risks, and staying focused on the long game became essential. These experiences shaped us not just as business owners, but as leaders.
What we refused to compromise on
In a year defined by cost-of-living pressures, we made a conscious decision not to cut back in areas that define who we are.
Our non-negotiables remained the same:
- Craft and quality
- High standards across production and operations
- A strong customer experience
- Investment in our team
It would have been easier to pull back, but we believe that when conditions are tough, standing still isn’t an option. You lift. You refine. You get better. Protecting quality and culture wasn’t just about doing the right thing, it was about creating future opportunity.
Working smarter through systems and simplicity
One of the most impactful shifts we’ve made has been our continued focus on lean manufacturing and operational discipline.
This work has been underway for years, but in 2025, during one of the most challenging periods we’ve faced, it delivered its strongest results. Clear standards, streamlined processes, and a shared understanding of how the business runs have allowed both our team and our operations to grow.
Introducing an ERP system is now helping to further streamline workflows and improve visibility across the business. Alongside this, listening closely to trusted advisors, understanding our data more deeply, and simplifying what we do has unlocked:
- Greater operational clarity
- Increased confidence
- Stronger efficiencies
- Improved sales outcomes
- A more enjoyable way of working
What we learnt about the shopper
One thing became very clear this year. Despite economic pressure, people still want quality.
Shoppers are increasingly thoughtful about where they spend, but that doesn’t mean they’ve stopped treating themselves. If anything, it’s reinforced the importance of small luxuries. Life is short. People want food that’s worth it.
We’ve seen Molly Woppy chosen for “for me” moments, gifting, sharing, and everyday enjoyment. That balance between treat, indulgence, and quality continues to sit at the heart of our brand.
Lifting the biscuit category through quality
From a category perspective, we believe the biscuit aisle needs more space for quality and premium offerings. Brands that lead with real ingredients, strong craft credentials, and consistent standards don’t just benefit themselves, they help lift the entire category.
Our focus remains on contributing to category value growth through premiumisation, reduced reliance on heavy discounting, and products that shoppers genuinely want to come back to.
Looking ahead to 2026
There’s a lot to be excited about as we move into 2026.
Our focus is on growing brand awareness across New Zealand and Australia, introducing new products, and continuing to refine how we operate. Planning well, staying disciplined, and leading with intention will be critical.
We’re proud of what we’ve built, grateful for the people who make it possible, and energised by the opportunities ahead. The foundations are strong, the momentum is real, and the work continues.
Bring on 2026.