Lemon and Te Aroha expands retail and prepares for first UAE export

Lemon and Te Aroha, a historic New Zealand soft drink originally launched in 1887, is expanding its retail footprint and preparing for its first export order to the UAE following a 2022 brand revival.

Reviving a Waikato Mineral Water Tradition

Twenty years before the nation became familiar with Lemon and Paeroa (L&P), neighbours in Te Aroha crafted their own beverage using water sourced directly from the Mount Te Aroha spring. That original run of Lemon and Te Aroha, known as L&T, ceased production in the 1970s after Oasis Industries acquired both regional competitors. Richard Revell stepped in to revitalize the brand in 2022 under Te Aroha Mineral Water.

Matamata-Piako District Council Mayor Ash Tanner welcomed the return of the beverage. Tanner noted that in an ideal scenario, he would support erecting a monument of the bottle to match the landmark in neighbouring towns. Revell reported that business has expanded “four- or five-fold” since the relaunch, with distribution growing from initial local availability in Te Aroha to stores and supermarkets from Whangārei to Wellington.

Production Standards and Ingredient Sourcing

The beverage relies on a minimalist formula consisting solely of Te Aroha water, lemon extract, and organic sugar. Revell emphasized that the natural carbonation and mineral content derived deep within the mountain provide a distinct character that avoids artificial sweeteners or chemical filtration.

The product currently occupies shelf space across major supermarket chains, entering Pak’nSave stores, New Worlds, and Four Squares over the past 18 months. Retail pricing spans a wide margin, sitting under $3 at select supermarkets and reaching up to $9 in some cafes.

Lean Team Prepares First Shipment to UAE

Logistical scaling remains lean, with Revell operating alongside one full-time staff member, supported by his daughters for social media and independent contractors for additional support. The company’s first international shipment is scheduled for the UAE next month.

While mainstream trends lean heavily toward zero-sugar formulations and alcoholic ready-to-drink beverages, Revell indicated that the company remains committed to traditional soft drink standards. Future plans involve product pairings rather than direct market competition with mainstream alcohol brands, including a potential collaborative release with a local gin producer for the upcoming holiday season.