Archive for the ‘Vita-Brits cereal’ Category

A Dated Pastime

In Bliss detergent, Card games, Coopers Fresh Aire, Crest Fine Foods, D H Brown & Son Ltd, Foodstuffs (NZ) Ltd, Four Square, Four Square Supermarkets, Games, Gregg & Co, Gregg's, Grocery Archaeology, Lushus Jelly, Marmite, Mono wax paper, N W Stevens, Nugget shoe polish, Rawakelle tea, Reckitt and Colman, Red Band Biscottes, Sanitarium Health Foods, The Kiwi Polish Co Ltd, Vi-Max cereal, Vita-Brits cereal on March 20, 2013 at 10.46

four square snap late 1950s-early 1960s - FOUR SQUARE copy WM copy

Note: Due to repetitive theft by those who take my intellectual property from this blog without my permission, and reproduce it as merchandise for sale on sites such as Ebay, Redbubble and Trade Me,  I have now watermarked some images. If you are interested in purchasing merch of my designs you can head to my personal Redbubble store.


Trying to date items can be a difficult prospect but I am quite good at it – I have a sort of “sixth sense” when it comes to this task. I set myself to it by “zooming in”- I kind of squint my eyes, and really focus hard. It takes a while but I can usually get an item down to a three year period, and sometimes even down to the correct year without knowing much about it. I guess it is just being a highly visual person with an almost photographic memory who has been collecting for decades. It goes in and pretty much just lodges there forever. Apparently I have “a mind like a steel trap”. Which can be a great thing – but on the other hand, there are events you’d probably rather forget. Anyway, moving right along…

four square snap late 1950s-early 1960s -MARMITE copy WM copy

As much as I have a vast storehouse in my cranium (although I still think I know very little and have a lot to learn) and a huge collection of images and books to draw on – sometimes it is just no help.

four square snap late 1950s-early 1960s - VITA-BRITS copy WM copy

Point in case is this snap set that Foodstuffs (N.Z. ) Ltd , owner of many brands which I previously covered here, issued as a (presumably) give-away promotional item – something they did a lot of to promote their business over the years (I cover all that in the linked article). Back in the day all kinds of card games were a very popular pastime. I’m not sure when they started to fall out of favour, but I’m taking a guess at the early 1980s – coincidentally around the time that computer games popularised – small hand-held consoles like Donkey Kong were a “must have” for us kids and probably the death knell of more manual entertainment.

four square snap late 1950s-early 1960s - MONO copy WM copy

This particular set was issued for Four Square supermarkets – but this is not the only promotional card set they did – there were two happy families sets over the years – one which I think was done in the late 1950s (I’ll get to that further on) and another one around 1981 (which I have posted on a few times over the last couple of years as I make my way through restoring and exploring each set).

four square snap late 1950s-early 1960s - BLISS copy WM copy

Anyway, with the one I showcase here – I am really not sure on exactly when it was produced – you would think with over ten different products it would not be so hard to work out with their combined company histories. Not the case.

four square snap late 1950s-early 1960s - VI-MAX copy WM copy

Many of these products had already been around for decades and had changed little – subtle adjustments to packaging can be a good indicator of dates. However the design of Nugget polish featured, for instance – is of little help when it comes to narrowing the date as the design was barely modified over decades and was in use through the 20s, 30s, 40s, 50s and into the early 1960s.

four square snap late 1950s-early 1960s - RAWAKELLE copy WM copy

One telling point which helps me “arrange” the timeline is that Foodstuffs issued one of the happy families game sets around this time – I believe for a number reasons just previous to the snap set coming out.

4 square happy families cards early 1960s 1961-1967 (2) copy

Some of the cards from the slightly earlier happy families set issued by foodstuffs in the late 1950s, but featuring many of the same products.


four square snap late 1950s-early 1960s - RED BAND copy WM copy

Why do I think that? Because unlike the snap set – it features three products that have some clues that help me date it as such – and those are Crest canned foods, Jojo jelly crystals, and Rawakelle tea.

four square snap late 1950s-early 1960s - GREGG'S copy WM copy

I know that Crest Fine Foods was sold in 1959 and the logo was being changed very shortly before that date. In fact I have some of the labels where the art department for Butland Industries has painted out the old logo and pasted a new one over it – so “in transition” at this point. The happy families set shows the old logo . A photo of a Woolworths store of 1964 shows the logo fully changed over. The snap set shows the new logo as well as a completely new can design for tinned peaches.

four square snap late 1950s-early 1960s - CREST copy WM copy

Also, Rawakelle tea, which is also featured, was like Pam’s a Four Square/ Foodstuffs (New Zealand) Limited brand that was launched in 1957 . Jojo jelly, also featured, was launched in 1958 by N W Stevens/The Kiwi Polish Co Ltd that also produced Lushus (many baby boomers will remember this very popular jelly crystal brand) as well as a number of other desserts.

four square snap late 1950s-early 1960s - COOPER FRESHAIRE copy WM copy

So the happy family set was produced after 1957 and likely before 1960.

And where does that put me with dating the snap set?

four square snap late 1950s-early 1960s - NUGGET copy WM copy

The snap set features a new design for Crest peaches so that’s my cut-off date on the lower end of the scale. It’s also worth noting that in the meantime since the happy families set had been issued – the Rawakelle packet had been the recipient of a makeover – but not wildly different. the only 1960s image I have seen of Cooper’s Fresh Aire is a  January 1962 ad  in which the can design seems to have been revised from what appears on the snap card. The product was definitely available by 1961 as exemplified by an ad in the New Zealand Film archive. This was still quite early days for television and the fact that they went to the effort to make an ad in this medium indicates it was a new product on the market and they wanted to make a splash.

snap box  copy

Outside of the early 1960s snap set box, a bit worse for wear.


four square snap late 1950s-early 1960s - SNAP WM copy

So in summary, I would date the snap set at some time between 1960 and January 1962. That gives us the answer – probably 1961. If you asked me on first glance to pick an era, I would have said 1950s. If you showed me the two together, I would say that the snap set was issued before the other. But it goes to show if you really concentrate and try to figure it out with some information that has been gathered to help – the facts don’t lie!

All content of Longwhitekid copyright Darian Zam © 2013. All rights reserved.


The Shopping Cart Cartel: IGA Stores

In Anchor, Choysa Tea, Creemee Icecream, Davids Metcash Trading Limited, Fielder's Cornflour, Gregg's, IGA Stores, Independent Grocers Alliance NZ Ltd, Kornies cereal, O-Tis oatmeal, Oak, Palm corned beef, Red Band Biscottes, Shreddo cooking suet, St. George, Suntang Tea, Vita-Brits cereal on June 10, 2012 at 10.46

IGA, which stood for Independent Grocers Alliance (NZ Ltd), launched in the Antipodes in 1955. Originally, it was an American concept founded in 1926. IGA was started when a group of 100 independent retailers in Poughkeepsie, New York, and Sharon, Connecticut, led by J. Frank Grimes, organized themselves into a single marketing system. This group quickly expanded, and by the end of the year there were more than 150 IGA retailers in the U.S. In 1930 there were over 8,000 grocery stores using the IGA name. Today IGA is still the world’s largest voluntary supermarket chain with over 4,000 independent stores in 41 different countries.

IGA, Glen Innes. Constructed by The Fletcher Construction Company 1959, Courtesy of the Fletcher Trust Archives, 19599078P-35


IGA was brought to Australia by Davids Holdings in the late 1980s when 10 stores initially became members of IGA. This company is now known as Metcash Trading Limited, which has the rights to use the IGA name in four Aussie states as well as New Zealand – for the wholesale distribution of goods to all IGA stores.

Not much else is known about the history of the original IGA in New Zealand – although it appears that the concept entirely bypassed Australia and made its way straight there.

 Recreation of a  paper grocery bag design from a Dunedin IGA, apparently phased out some time in the 1960s.


Jacqueline Crompton Ottaway writes an interesting story here about her grandfather’s Freeman’s Bay store from the 1950s-1970s:


Although, it doesn’t mention any brands per se, excepting Palm corned beef.

IGA board game circa early 1960s.


IGA seemed to be around until the mid 1970s as promotional tea towels festooned with their wares attest (IGA, like Four Square, had a number of promotional items like calendars, games, and the aforementioned kitchen helpers) . The last reference I can find is a Dunsandel, Canterbury IGA store operating in 1974.

IGA advertisement, circa late 1960s


Some of my recent Trade Me purchases of the last year or so which I have featured here include this board game with a neat ad for their self brand of tea “Suntang“. I’d never heard of it until I saw this (or Instant Toddy for that matter – and I still don’t know who was responsible for manufacturing it, perhaps like Suntang it was an IGA self product, but usually chains stuck to the household basics for their own brands; tea, cornflour, soap, jelly crystals, baking powder, butter, custard, etc ). Also featured are some of their most popular products including Gregg’s, St George, Choysa and Anchor – as well as Red Band biscottes which I wrote about here previously


I’d date this item at around 1961.

IGA advertisement, circa late 1960s


Today IGA in New Zealand stands for Independent Grocers Australia. The Ocker version launched in 1988 – Much like Peter’s Ice cream which was popular in the 1930s and didn’t reappear in the land of the long white cloud until the 1990s – IGA returned in time as a completely new version.

Frontage of E.G. Roberts’  IGA grocery store, Himenoa Street, Birkenhead. Courtesy of Auckland Council, Local History Online, Image ID T7554.


Interior of E.G. Roberts’ IGA grocery store, Himenoa Street, Birkenhead. Courtesy of Auckland Council, North Shore History Online and Takapuna Library, Image ID T7557. Both images are dated as 1952, although this cannot be possible since IGA was not introduced to the country until three years after that.



Addendum September 2012: Somehow I missed a bunch of material whilst researching my IGA story which would have told me, as it turns out, that IGA was launched in New Zealand under by G.U.S. Wholesaling (G.U.S, UNA, and Target brands) and later re-branded to SuperValue amongst other banners. See the article here: