During COVID lockdown, Auckland-based friends and food enthusiasts Shannon Kelly and Laura Fisher combined their passion for food and experience in the fast-moving consumer goods (FMCG) industry to create something truly their own.

While Shannon experimented with flavors and formulations in her kitchen, Laura focused on developing a distinctive brand and packaging strategy.

The duo identified an opportunity in the yeast spreads category, which was lacking innovation that had been seen in other spreads like peanut butter.

With a focus on creating a premium alternative, they developed a tahini-based spread enriched with turmeric, apple cider vinegar, and nutritional yeast. The result was a creamy, umami-rich spread with significantly less sugar and salt than traditional yeast spreads and a higher nutritional profile.

Their creation, allmite gold, was carefully crafted to stand out—not just in flavour and health benefits, but also in branding. With its golden-brown hue, name, and playful slogan, "Better for your mite," the product launched end of May 2022 to enthusiastic customer and retailer responses.

Despite the early success, the journey hasn't been without its challenges. Just two months after launching, Shannon and Laura faced legal action from Marmite owner Sanitarium and Vegemite owner Bega Foods, who accused them of trademark infringement. Undeterred, they navigated the lengthy legal (and expensive) process, ultimately settling the disputes while preserving their brand identity in both New Zealand and Australia.

Through it all, they remained committed to innovation. Building on the original allmite gold spread, they have since introduced exciting new variations, including a mild chili flavor and a three-seed blend featuring ground linseed, black sesame, and sunflower seeds.

From mixing and bottling to scaling the business, Shannon and Laura tackle every aspect of the venture with determination and creativity. The brand continues to grow, supported by a small, dedicated team. Staying hands-on and quality-focused has been key to their success, as they bring bold, delicious flavors to breakfast tables and beyond.