Secret Kiwi Kitchen to Launch at Gelson's in November
The New Zealand baking brand plans to debut its products in Los Angeles stores by early November.
Updated on Oct. 26, 2026 in Baking
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Secret Kiwi Kitchen is set to expand into Los Angeles by launching its products in Gelson's grocery stores in early November 2026. Founder Lauren Taylor is bringing the brand to the area to return to a community where she previously resided.
Why it matters
The expansion represents a strategic homecoming for Taylor, who aims to bridge her New Zealand roots with the Los Angeles market. The move follows the opening of a dedicated regional warehouse earlier this year to support U.S. distribution.
Secret Kiwi Kitchen currently stocks its products in 700 stores globally. The items utilize New Zealand grass-fed dairy, GMO-free-milled flour, and Marlborough sea salt.
The players
Lauren Taylor
Lauren Taylor is the founder of Secret Kiwi Kitchen and a former resident of Pacific Palisades.
Gelson's
Gelson's is a regional grocery store chain in Southern California that will host the launch of the products.
The details
Founder Lauren Taylor started the company in 2020 during an Auckland lockdown and established a local warehouse in July to streamline operations. The brand aims to rebuild ties in Pacific Palisades after the previous local Gelson's location was destroyed by fire.
Timeline
2020: Lauren Taylor founded Secret Kiwi Kitchen during a lockdown in Auckland.
July 2026: The company opened a warehouse in the Los Angeles area to support regional distribution.
Early November 2026: Secret Kiwi Kitchen products are scheduled to launch in Gelson's stores.
Culture Shift
This move highlights the growing consumer preference for premium, high-quality international ingredients sourced from specific regions like New Zealand. It mirrors a broader shift where boutique brands scale globally by tapping into personal connections and specialty retail segments.
Los Angeles shoppers will gain access to products featuring New Zealand grass-fed dairy and specialty grains starting in early November. Customers can visit local Gelson's locations to find the new inventory on store shelves.
The takeaway
Starting a global business from a small initial investment highlights the scalability of niche food products in modern markets. Consumers interested in quality-focused ingredients should verify local store availability as the brand rolls out across Los Angeles locations.
Further reading
Learn more about the latest trends in the Baking industry.
More information
To learn more about the available ingredients and brand history, visit the Secret Kiwi Kitchen product website.
Source note: This article includes information reported by Santa Monica Daily Press.
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Do you prefer when local grocery stores feature international specialty brands over standard domestic products?
