Within just a year of its launch, independent New Zealand online grocer Supie has signed up 23,000 members as it navigates a sector dominated by a tough duopoly.

As it marks its first birthday, Supie has expanded its range to 6000 items, recently adding a selection of spirits, beers and wines.

Launched at a time online food ordering was soaring due to the impact of Covid-19 on retail store trading, the virtual supermarket delivers pantry staples and fresh produce at prices similar to major retailers.

“Becoming a new player in the grocery industry is no easy feat, but with lots of hard work, determination and a little kiwi ingenuity, we’re incredibly proud of how far we’ve come,” said Sarah Balle, Supie’s founder.

Balle says that despite the company’s minimal buying power, the fact it can offer pricing similar to that of the duopoly should give consumers pause for thought.

“That’s got to get you thinking, doesn’t it – how we are able to do this when we are such a new entrant.”

The company has also developed a ‘no-waste’ business model which it says has saved more than 12.5 tonnes of food from landfills during the year.

“Becoming a new player in the grocery industry is no easy feat, but with lots of hard work, determination and a little kiwi ingenuity, we’re incredibly proud of how far we’ve come,” says Balle.

“We’re really excited for the future of Supie, and look forward to continuing to bring a fairer, more transparent way to shop for your groceries.”

To celebrate its first-year anniversary, the business is taking 15 per cent off of its fresh produce for the month of June.