From pantry staples to snack-time heroes, Cinderella’s range of dried fruits, tinned fruits, and baking ingredients has long been part of everyday magic in New Zealand kitchens. Their sun-ripened apricots, richly golden mango slices, and perfectly balanced baking blends are carefully selected to deliver exceptional flavour, quality, and consistency every time. Whether it’s the subtle tang of their fruit jerkies or the comforting familiarity of dried raisins in a classic family recipe, each product is crafted to bring freshness and flavour to every occasion. With over 25 delicious offerings—ranging from snackable soft fruit to cupboard must-haves—Cinderella is that go-to brand you didn’t know your pantry was missing. What truly sets Cinderella apart is its dedication to sourcing only the finest ingredients from around the world. Each pouch is packed with fruits grown in nutrient-rich soil, hand-selected at peak ripeness, and processed with care to lock in their natural sweetness. It’s not just dried fruit—it’s dried fruit done beautifully. From school lunchboxes to celebratory cakes, Cinderella products elevate the everyday with ease, taste, and trust. And that magic, wrapped in decades of local legacy, is exactly what’s made Cinderella a beloved name in households across Aotearoa.
A Homegrown Legacy with a Taste for Quality and Tradition
Cinderella’s story is as rich as the raisins they’re known for. Born in 1956 and originally founded in Selma, California—the heart of raisin country—the brand was later lovingly adopted and made its home in New Zealand under the stewardship of family-owned importer James Crisp. From the very beginning, Cinderella was about more than just premium dried fruits. It stood for something personal: a commitment to nourishing families with quality food and dependable ingredients. Over the decades, this simple promise transformed Cinderella into a household staple, one proudly passed from one generation to the next. In the 1980s, James Crisp took the bold step to purchase Cinderella outright, ensuring the beloved brand would forever be a true New Zealand icon. Under their care, the brand flourished—expanding beyond raisins and apricots into mango slices, rockmelon jerkies, and a range of other pantry essentials. Each new product brought with it the same signature: trusted taste, honest value, and enduring quality. More than sixty years later, Cinderella continues to hold its own in an increasingly crowded market, thanks to its rare ability to balance nostalgia and innovation. From timeless recipes to exciting new formats, the brand remains deeply rooted in family, quality, and the joy of simple, good food.
Sustainable Packaging, Local Partnerships, and a Future-Focused Vision
Cinderella isn’t just about delivering delicious snacks—it’s about doing so responsibly. In a time where consumers are more conscious of their environmental impact, Cinderella has proudly joined New Zealand’s Soft Plastic Recycling Scheme. Every Cinderella pouch is designed with this in mind, ensuring that packaging can be collected, cleaned, and repurposed into a new life through responsible processing. This commitment to a circular economy reflects Cinderella’s broader mission: to reduce waste without compromising on quality or accessibility. Sustainability is not just a checkbox for Cinderella—it’s a value woven into every layer of the brand’s operation. From ethically sourcing fruit from growers around the world to implementing forward-thinking packaging updates, Cinderella is constantly evolving to meet the changing expectations of modern Kiwi households. The company is committed to updating all new packaging with clear recycling instructions, and every soft pouch is part of a broader initiative to help Kiwis reduce their environmental footprint with ease. Equally important is Cinderella’s connection to community. Supporting Kiwi families for over three generations, the brand understands the importance of trust, transparency, and shared values. It’s not just about what’s in the bag—it’s about who it’s for. And as long as New Zealanders continue baking, snacking, and sharing meals together, Cinderella will be right there—adding a little magic to every moment.
To know more visit:
Instagram- https://www.instagram.com/cinderellanz_
Website- https://cinderella.co.nz
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