Business Update

Matthews welcomes long-term distribution partner into the fold

Reynolds Group NZ unveils bold new brand as it joins Matthews Australasia, celebrating a new era of innovation, continuity and Trans-Tasman strength

Matthews Australasia’s long-term distribution partner, Reynolds Group NZ, has launched its refreshed brand identity at this year’s FoodTech PackTech in Auckland. The refresh marks a significant milestone in the company’s evolution as a leader in product identification and traceability in New Zealand.

More than a visual refresh, the new identity reflects Reynolds Group’s future focus and strengthened capabilities to serve New Zealand’s dynamic manufacturing and packaging industries with best-in-class coding & labelling technologies and support. With a sleek new logo, a modern website, and a refreshed corporate identity, the rebrand signifies Reynolds’ commitment to innovation, performance, and partnership.

Adapting and transforming

A standout feature of the rebrand is the introduction of the Matthews chameleon into Reynolds Group’s visual identity. Long recognised across the industry as a symbol of adaptability and transformation, the chameleon represents the brand’s ability to evolve with customers' needs and lead through change. Now embedded in the Reynolds brand, the chameleon reflects the strength of a new Trans-Tasman partnership with Matthews Australasia, and a shared philosophy: to help manufacturers deliver safe, compliant, high-quality products with confidence to their consumers.

James Booth, CEO of Reynolds Group NZ, said the rebrand marks a confident step forward for the business.

“This is an exciting new chapter for Reynolds Group. While our look has evolved, our core promise remains unchanged — to deliver world-class coding & labelling service and technology to New Zealand manufacturers. Our new identity reflects both our proud local heritage and the enhanced local capabilities we now offer through our partnership with Matthews Australasia,” he said. “We’re still the Reynolds our customers know and trust - just with even more power behind us.”

Local NZ continuation

Reynolds Group continues as a New Zealand-led business, with local people, deep local expertise, and a decades-long reputation for customer service excellence.

James Booth said , “What’s changing is what’s possible: from expanded product offerings and 24/7 technical support to new digital capabilities that unlock compliance, performance and peace of mind when it comes to product identification and traceability requirements.”

Visitors to FoodTech PackTech were among the first in New Zealand to experience iDSnet v5, Matthews’ powerful next-generation package code and assurance platform showcasing a range of connected printing technologies. Integrated with Reynolds solutions, iDSnet v5 gives operational and production teams total visibility, full control, and absolute confidence of printing the right code, on the right product, at the right time, eliminating costly errors— from product coding & labelling right through to packaging compliance.

The brand launch is also supported by a new Retailer Engagement Hub, developed in proud partnership with Primary Connect - Woolworths supply chain & logistics business.

“This on-stand initiative brings together supply- chain leaders and retail experts to explore the real-world challenges and solutions around the global move to 2D barcodes and labelling compliance for top-tier retailers. From supplier expectations to digitisation, it's the ultimate knowledge exchange for those navigating modern retail demands.”

The new Reynolds brand is about more than a new look — it’s a signal of intent. It represents growth, resilience, and the company’s unwavering commitment to being the partner of choice for manufacturers across Aotearoa (the Maori name for NZ).

Explore the new Reynolds Group NZ website: www.rgl.co.nz

FoodTech PackTech 2025 gave the Reynolds team a great platform to strengthen relationships with existing customers while meeting new ones.