We're Mike and Chris. Like many kiwis we aspired to own our own business. Established in 2014, Something to Crow About combines our passion for a healthy lifestyle, nourishing tasty food and sustainability.

Something to Crow About is located in our home town of Whangaparaoa,  just north of Auckland. 

We love that we make every packet of Something to Crow About from start to finish in our factory.  From designing our packaging right through to our carefully blended breakfasts,  we’re completely hands-on throughout the entire process.   We are really excited to be part of the health and wellness movement and thriving food sector in New Zealand. 


Something to Crow About is all about wellbeing and celebrating breakfast, so it was a natural choice to partner with the Breast Cancer Foundation NZ as official sponsors of the Pink Ribbon Breakfast in 2019 & again in 2020.

This event will be held in July 2020.


We have teamed up  We CompostSoft Plastics Recycling to manage our waste. Plus any surplus food is donated to LoveSoup to redistribute to those in need in our community. 

We continue to review our packaging options to look for sustainable solutions that work for customers and the environment. 


You will find Something to Crow About breakfasts and seed toppers in most supermarkets throughout New Zealand.

If you can't find Something to Crow About in your local store, please don't hesitate to ask the store to order it in for you. Or simply order from our online store. 

reducing waste

At Something to Crow About we believe in giving back to the community that supports us - it's a big part of who we are. 

We sometimes have surplus stock or that is not quite up to scratch. This product is given to our friends at Love Soup who run a food bank for the local community. 


At Something to Crow About we create nutritious and delicious breakfast mueslis and salad toppers of the very best quality, using natural ingredients to sustain and delight the conscious consumer. 


​Many decisions we make are guided by our values and honesty and integrity are top of the list. Right from the start we wanted our packs to have clear windows so customers could clearly see what they were buying. Our ingredients list is as detailed as possible so customers can make informed choices about the food they eat.  


​We source our ingredients from New Zealand and around the world, working closely with suppliers to ensure our products are of the very best quality and if possible New Zealand grown. Our oats come from the Canterbury Plains and our freeze dried plums come from orchards around New Zealand. Some of our ingredients are organic and most are preservative free. Our customers expect the best and so do we. Our food is handcrafted in small batches so we can keep an eye on quality and ensure the freshest product possible reaches customers.  


We focus on creating healthy and delicious food for health conscious customers. For us it means a focus on gluten free, minimising sugar and using real food ingredients. The health star rating system provides a framework for meeting health targets - our entire range is 4 health stars or more.  You'll find we have options for vegans and for those looking to avoid preservatives. Food trends aside, the overruling principal is the integrity of flavour – Something to Crow About breakfasts and seed toppers must taste great!