Independent online-only supermarket The Honest Grocer has launched in New Zealand, promising to “disrupt the duopoly” of New Zealand’s two big supermarket rivals.

The online supermarket offers a whole range of premium grocery products, which it claims have lower prices compared to major supermarkets. 

Created by Ben Nathan, who also founded Container Door, The Honest Grocer was launched just after the government announced a 12-month market study into the competitiveness of the nation’s supermarket industry. 

“Our focus is very much on unlocking the abundance of world-class food that we produce in New Zealand, direct from the farmers and growers, at honest prices that are fair to everyone,” said Nathan. 

He described The Honest Grocer as “a retail disruptor”. 

“The supermarket duopoly needs a shake up and I think there is a power imbalance, where both consumers and producers are losing out to the might of the big chains.

“Our business model offers very competitive pricing with minimal stock risk by cutting out all unnecessary links in the supply chain that add to cost. Ultimately, it means more money in the hands of local suppliers and greater savings being passed onto customers.”

The online supermarket features a club structure and monthly membership model. The supermarket delivers to the North Island, excluding rural addresses.