Pet treat brand The Naked Possum has won this year’s New World Emerge competition, securing the opportunity to have its products stocked nationally across New World stores.

The brand was selected from six finalists and 91 entries after a live pitch finale held at Foodstuffs’ Auckland headquarters.

Founded by James Laurie, The Naked Possum produces premium pet treats made from wild possum, an invasive pest in New Zealand.

Judges said the product stood out for its originality, commercial potential, and environmental benefits.

As the winner, the company will receive national exposure through New World, along with mentoring, technical support, consumer insights, and retail guidance to help grow the business.

“Winning New World Emerge is a pinch-me moment for us,” Laurie said.

“We can’t wait to take the next step in growing our business and sharing our products with even more New Zealanders.”

In the lead-up to the final, the six finalists worked with Emerge partners, including Rise Growth Lab, Stickybeak, the New Zealand Food Innovation Network, and Hoop, receiving coaching, consumer insights, technical advice, and pitch preparation.

Foodstuffs New Zealand MD Chris Quin said the competition continues to highlight the strength of local food and grocery innovation.

“They aren’t just creating great products – they’re identifying genuine consumer needs and building businesses with the potential to become household names,” he said.

The New World Emerge program is designed to help emerging suppliers grow their businesses beyond the competition, with all finalists receiving expert support and the winner receiving six months of mentoring.