Specialist supermarket chain, Nosh Food Market, is planning to take on the two largest supermarket chains, Foodstuffs and Progressive.
The two big chains are already facing competition from Asian supermarkets, which have captured 5% of the market.
Nosh Food Market is now positioning itself to take its share.
It has become the exclusive New Zealand partner for the UK supermarket chain Waitrose and, as well as learning from its expertise, will stock its products.
Nosh's founding director Clinton Beauvnik says the company is aiming for 5% of the New Zealand market in the next five years and to increase the number of its stores from six to 40.
Mr Beauvnik says he'd eventually like to list Nosh on the New Zealand sharemarket but is focusing on growth for the next five years.