3. Research - Earnest Adams

  • Ernest Adams is a New Zealand brand which focuses on baked goods
  • The brand stems from Goodman Fielder
  • The creator of Ernest Adams established the brand in the 1920s and named it after himself
  • They specialise in cakes and desserts.
  • Their range includes loaves, biscuits, meringues, cakes, sponges, puddings, tarts and biscuits.

  • Goodman Fielder is a Trans-Tasman company with a proud New Zealand heritage. The Goodman family started the company with a single bakery in Motueka in 1867 and built it into a global company with over NZ$3 billion in turnover. 
  • Goodman Fielder has a strong commitment to building its business in New Zealand. It already has three consumer foods businesses here - Quality Bakers, Bluebird Foods and Meadow Lea Foods - which employ over 3,000 people, many in rural and regional areas. New Zealand businesses which Goodman Fielder have acquired in recent years - Defiance Foods and Aspak - have been integrated into the company but their well know brands have been maintained and enhanced. 
  • The staff now work in a company with more opportunities. Goodman Fielder is the largest food company in Australasia and it sees opportunities to build the Ernest Adams brand in New Zealand, Australia and other overseas countries by selling its products through its domestic and global sales network. 


Existing flavours
 
Double chocolate (Tasted)
Very nice tasting biscuit
Not crumbly
Bit on the small side, but thick
Big chocolate chips so you can actually taste them
Visually looks like a nice biscuit
Look like they're factory made as they are all the same size and minimal differences between them
 
Apricot chocolate chip (Tasted)
Apricot pieces nice and chewy
Good amount of apricot pieces
Sweet but not over the top, still tastes more natural than the chocolate flavoured ones
Bit on the crumbly and flat side
 
Chocolate chip (Tasted)
Taste a bit plain, like shortbread (same texture)
Look like they're fake/factory made as they are all the same size and minimal differences between them. You can tell they've been mass produced
Chocolate chips could be bigger so they can be tasted more
Nice consistency

Peanut Brownie

Shortbread
 
Anzac

Gluten Free
Earnest Adams also do a Gluten Free biscuit which comes in a 190g packet with 9 biscuits. It comes in 2 flavours, Double Choc Cookies and Chocolate Chip Cookies

Existing packaging
  • Looks visually old fashioned with the biscuit tin sitting on a tea towel with biscuits overflowing out
  • Image makes biscuits look freshly baked and home baked
  • Font makes the product try to seem more fancy
  • Main yellow colour is eye catching but makes it look sickly and outdated
  • Package material is nice and thick, won’t easily rip by accident
  • Very well sealed, almost too well
  • Bag is difficult to open, you have to rip the corner, then if it's not big enough for your hand to fit in and you try and rip it some more it seems harder to rip than the initial rip!
  • Decent sized package full with biscuits (not like one of those packages that are half full with product then the other half filled with air!