Palmerston North baker Fleur Blake has become the first two-time winner of Woolworths New Zealand’s annual Baker of the Year competition after taking out the 2026 title against more than 100 fellow bakers from across New Zealand.
The competition began at 5am at MIT Ōtara, where finalists were challenged to create three innovative products that balanced customer appeal with commercial viability – two savoury and one sweet.
Blake, from Woolworths Rangitīkei St in Palmerston North, impressed the judges with a Turkish-style simit, jalapeño and cheddar loaf and Belgium biscuit cupcakes, finishing ahead of runner-up Sukh Singh (Woolworths Hornby) and third-place finisher Jibin George (Woolworths Hobsonville).
One of Blake’s winning creations will now be rolled out to Woolworths bakeries nationwide, giving shoppers the opportunity to try a Baker of the Year product.
While the competition recognises New Zealand’s top supermarket baker each year, it has also become a launchpad for new bakery products. Previous winning creations have gone on to national ranging, with Woolworths saying its 2024 Mitey Cheese Pinwheels sold close to 100,000 packs last year. The competition has also helped inspire broader innovation across the supermarket’s bakery range, including its Pullaparts and Scrolls.
Outside the competition, Blake also helps develop the next generation of Woolworths bakers as a baker skills trainer, passing on the knowledge gained during more than 25 years with the supermarket.
“Baking has been my passion for over 25 years with Woolworths, and seeing the level of skill at this year’s competition was incredibly inspiring.
“As a skills trainer, I love helping our upcoming bakers build their confidence and grow their careers. Winning for a second time is a wonderful milestone, and I hope it shows the next generation what you can achieve when you pour love into your craft,” says Blake.
Woolworths New Zealand instore bakery category manager Tony Wilksch says the competition is about much more than crowning the country’s best supermarket baker.
“Every year we’re looking for products which will excite our customers just as much as they impress our judges. Seeing ideas that started on a baker’s bench become products enjoyed in homes across Aotearoa is what makes this competition so special.
“To win Baker of the Year once is a fantastic achievement on its own, so to come back and do it again is pretty incredible. After more than 25 years with Woolworths, Fleur’s second title is a real testament to the passion, skill and commitment she’s brought to the bakery every single day.”
