About Us

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Our Founder

Founder, Wim Jagersma was originally an engineer at ‘Aulsebrooks & Co’ in Christchurch, embarked on a transformative journey when the factory closed down in 1980.

Relocating to Auckland with his family, Wim assumed the role of Chief Engineer at Arnotts.

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In a stroke of fate,

Arnotts decided to discard an electric 20-plate wafer oven. Wim, with his keen eye for opportunity, purchased the oven for a mere $400.

This marked the beginning of a remarkable chapter as he ingeniously crafted ice cream wafers, intertwining his engineering expertise with the world of confectionery.

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The roots of the business trace back to the humble garage in Penrose,

The roots of the business trace back to the humble garage in Penrose, where Ingrid (Wim’s daughter and more recently the Managing Director), and Mum Willy, and a tight-knit group of family members nurtured a burgeoning enterprise.

What binds the team is not just their work but the shared culture, a familial environment that has become synonymous with the company.

On the move...

The early days were characterised by a semi-automatic process, with dedicated individuals utilising a small cutting machine and we manually packed some products and wrapped others, complemented by a lone wrapping machine.

The factory, initially in Penrose, witnessed significant milestones, a geographical shift in 1985 to Onehunga, eventually culminating in the establishment of a new factory in Wiri in 2000.

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Despite the evolution, the core values remain unwavering

— quality, natural flavours and colours, a commitment to people, and a reputation for credibility. Now under the stewardship of Rodney and Ana, the business stands at the brink of exciting possibilities. There's a palpable sense of potential for expansion and growth, with plans for new product lines and strategic partnerships on the horizon.

As the company charts its path forward, innovation emerges as a driving force, intricately intertwined with its heritage. The production methods and machinery employed reflect Wim's original approach, creating a harmonious balance between progress and tradition.

The journey continues, propelled by a rich history and an innovative plan for the future with Yellow Bites spearheading new opportunities and products coming to a supermarket shelf near you soon.

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and beyond!
What does the future look like?

In 2024 and beyond, YellowBites embarks on an exciting journey of expansion and exploration. Our mission? To venture 'to wafers and beyond,' introducing a captivating array of new flavours and innovative products that redefine the boundaries of delight.

With a commitment to pushing the envelope and satisfying the cravings of our loyal fans, we're poised to elevate the snacking experience to new heights. Join us as we embark on this flavourful odyssey.

Get in Touch

ADDRESS
‍9 Aerovista PlaceWiri
Auckland 2104
New Zealand

PO Box 97463, Manukau City
Auckland 2241
New Zealand

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