SMEG Knives
Start collecting from Monday 13 July. Heading into store? Take a look at the full range now.
Save the date
Slice, Carve, Cube!
This year, we’ve partnered with SMEG again to bring you a premium knife collection and accessories designed for precision, performance, and confidence in the kitchen. You'll feel like a real pro while dishing up the simplest meals.
Get ready to start collecting from Monday, July 13th. In the meantime, head in store and take a closer look - the full range is on display.
The SMEG line up











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FAQs
From the 29 June customers can view the SMEG range in store at all New Worlds across New Zealand, however, customers won’t be able to start collecting or redeeming stickers until Monday 13 July 2026.
New World customers can start earning and redeeming stickers from Monday 13 July 2026 until Sunday 04 October 2026.
New World customers can redeem stickers from Monday 13 July 2026 to Sunday 11.59pm on Sunday 18 October 2026. This promotion will run strictly while stocks last, this means if any of the SMEG Knives products run out, the promotional period may end earlier than initially advertised.
Demand for items will vary between stores, this may result in some participating stores running out of stock of one or more SMEG products before official end date.
For every $20 spent in one transaction after any applicable discounts (“Qualifying Spend”) at any New World store, or at New World Online, New World will provide customers with one sticker, customers do not have to collect stickers or participate in the promotion.
During the promotion, New World customers can also look out for bonus sticker products which will be available on selected products to help shoppers earn additional stickers (with a minimum $20 spend). Please note: in some instances, you may need to purchase the multi deal to be eligible for a bonus sticker.
Yes, customers can earn stickers at any New World store across both the North and South Island & online, but to redeem a SMEG product this can only be redeemed instore only.
You can only redeem the Steak Knives 2pc set and Cutting Board when scanning your Club+ card. You can only redeem the Knife Block Knife Block when you have the right amount of stickers, a Cash Top Up and scanning your Club+ card in store. To sign up to Club+ visit here.
Unfortunately, it is not possible to buy the SMEG products. This range is available to New World New Zealand only and can be collected by using the sticker or cash top up options.
No. Stickers are only available to collect from 13 July 2026, when the promotion officially starts. If you place an online order before this date, you will not receive stickers, even if your order is delivered or collected after 13 July. Online order pricing is confirmed at the time the order is placed (unless you make changes) and does not affect sticker eligibility. For more details on online shopping terms and conditions, visit: newworld.co.nz/shop/terms-and-conditions
Product name | Spec reference | Product description | Sticker | Part-pay
| Club+ Exclusive |
Vegetable Knife | 8 cm | The smooth blade and stable top of this versatile knife make peeling and cutting vegetables effortless. | 25 Stickers | 13 + $13
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Utility Knife | 13 cm | With a serrated blade, this is the ideal knife for cutting soft vegetables and fruit with a tough peel such as tomatoes. | 30 Stickers | 15 + $15
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Meat Knife | 15 cm | This high-quality meat knife with a curved edge and sharp tip is particularly suitable for cutting all types of meats. | 35 Stickers | 18 + $18
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Small Santoku Knife | 12 cm | Thanks to its short, agile blade and signature Santoku profile, this knife is perfect for quick, controlled chopping and slicing | 35 Stickers | 18 + $18
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Nakiri Knife | 18 cm | It’s rectangular, flat-profile blade gets full contact with the cutting board for perfect vegetable chopping and paper-thin slices. | 40 Stickers | 20 + $20
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Chef’s Knife | 19 cm | With this all-rounder you can finely chop herbs, slice vegetables and cut fish and meat into pieces. | 40 Stickers | 20 + $20
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Steak Knives | 11 cm – 2pc set | With their finely serrated blades, these cut through steaks and roasts effortlessly. Note, Steak Knives do not fit in the Knife Block | 40 Stickers | 20 + $20
| Club+ Exclusive Scan your Club+ card when redeeming
|
Knife Block Available in Cream or Black | 19,2 x 15 x 22,9 cm | Keep your SMEG knives safe and organised with this 6-Slot acacia wood knife block in retro SMEG 50’s design. | N/A | 40 + $50
| Club+ Exclusive Scan your Club+ card when redeeming
|
Cutting Board | 42 x 28 cm | Crafted from rich acacia wood and designed with a deep groove to capture any juice run-off and protect your countertop. | 50 Stickers | 25 + $25
| Club+ Exclusive Scan your Club+ card when redeeming |
NEW WORLD SMEG KNIVES PROMOTION 2026
Terms and Conditions
Promoter
1. Foodstuffs (N.Z.) Limited (Foodstuffs) is the promoter of the New World SMEG Knives Promotion (Promotion).
2. By accepting a sticker and/or a SMEG Knives Product (listed below in clause 12) you agree to these terms and conditions.
Participating Stores
3. The Promotion is being run at:
a) all New World stores nationwide instore;
b) online at newworld.co.nz; and
c) through the New World mobile application,
(each a Participating Store).
Promotion Period – while stocks last
4. The Promotion runs from Monday 13 July 2026 - Sunday 04 October 2026 or until stock of any or all SMEG Knives Products run out (Promotion Period). After the Promotion Period, if there is any remaining stock, there will be a further period of up to two weeks until Sunday 18 October 2026, when customers cannot earn more stickers but can redeem stickers for any remaining SMEG Knives Products in accordance with clauses 11 to 14(or until stock of any or all SMEG Knives Products run out). The entire period where customers can redeem stickers for SMEG Knives Products is from Monday 13 July 2026 – Sunday 18 October 2026 or until stock of any or all SMEG Knives Products run out (Redemption Period).
5. To avoid doubt, this Promotion will run strictly while stocks last, which means that if stock of any of the SMEG Knives Products runs out before 04 October 2026, the Promotion Period may end prior to 04 October 2026 . In addition, if stock of any of the SMEG Knives Products runs out before 18 October 2026, the Redemption Period may end prior to 18 October 2026. Some Participating Stores may run out of stock of one or more SMEG Knives Products earlier than other Participating Stores and the Promotion may end earlier, in whole or in part, at those Participating Stores.
6. As stock of the SMEG Knives Products is limited, it is highly recommended you redeem stickers in accordance with clauses 11 to 14 as early as you can.
How to get a sticker
7. To collect a sticker, you must spend $20 or more (excluding spend on Christmas Club deposits, gift cards, prepaid debit cards, travel card top ups, phone card top ups, tobacco and other smoking products, New Zealand Lotteries tickets, fuel, donations, NZ post products and service fees, service and bag fees for delivery and click and collect orders, gas bottle exchanges and purchases paid for through charge accounts or any purchases intended for wholesale or resale) in a single transaction at any Participating Store during the Promotion Period (Qualifying Spend). You must register as a Club+ member to make a Qualifying Spend from the New World online shopping service at newworld.co.nz or through the New World mobile application.
8. Subject to clauses 15 and 16, one sticker will be given per each Qualifying Spend. For example, $20 = 1 sticker, $40 = 2 stickers, $60 = 3 stickers and so on.
9. Stickers must all be collected on one pre-printed official ‘New World SMEG Knives Product Collectors Card’ (Collector’s Card) and cannot be collected on multiple Collector’s Cards. The Collectors Card must be collected instore.
10. You can collect a sticker during the Promotion Period:
a) at checkouts at the time of a Qualifying Spend;
b) from the instore customer service station when using the self-checkout after a Qualifying Spend;
c) for click and collect shopping customers who have made a Qualifying Spend, in the sticker holder containing the stickers earnt and included with your groceries; or
d) for online shopping customers who have made a Qualifying Spend, in the sticker holder containing the stickers earnt and delivered with your groceries.
How to get a SMEG Knives Product
11. You can redeem the stickers you collect to receive SMEG Knives Products during the Redemption Period instore in North Island and South Island stores, either at checkout or from the customer service station in accordance with clause 12.
12. Instore redemption at all Participating Stores: To redeem your stickers instore during the Redemption Period, except for the SMEG Knife Block that is Cash Top Up only , you can either:
a) Stickers only: Collect the number of stickers specified in the table below to receive the corresponding SMEG Knives Product*. Select products are only available for Club+ members**.; or
b) Stickers and payment: Collect the number of stickers specified in the table below and pay the amount specified in the table below to receive the corresponding SMEG Knives Product (Cash Top Up). Select products are only available for Club+ members**.
SMEG Knives Product Stickers only Cash Top Up - Payment and stickers Club+ exclusive item
| SMEG Knives Product | Stickers only | Cash Top Up - Payment and stickers | Club+ exclusive item |
1 | Vegetable Knife (8 CM) | 25 stickers | 13 stickers + $13.00 |
|
2 | Utility Knife (13 CM) | 30 stickers
| 15 stickers + $15.00 |
|
3 | Small Santoku Knife (12.5 CM) | 35 stickers
| 18 stickers + $18.00 |
|
4 | Meat Knife (15 CM)
| 35 stickers
| 18 stickers + $18.00 |
|
5 | Nakiri Knife (18 CM)
| 40 stickers
| 20 stickers + $20.00 |
|
6 | Chef's Knife (19 CM)
| 40 stickers
| 20 stickers + $20.00 |
|
7 | Steak Knife, Set of 2 (11 CM)** | 40 stickers
| 20 stickers + $20.00 | Yes |
8 | Cutting board** | 50 stickers
| 25 stickers + $25.00 | Yes |
9 | Knife Block Black** | N/A | 40 stickers + $50.00 | Yes |
10 | Knife Block Cream** | N/A | 40 stickers + $50.00 | Yes |
* You can only redeem the SMEG Knife Block product by way of Cash Top Up i.e. by collecting 40 stickers and paying $50 to receive the SMEG Knife Block while stocks last. There is no “stickers only” option for this item.
**In addition to the above, the SMEG Steak Knife Set of 2, Cutting board, and Knife Blocks are available for Club+ members only. This means that in addition to the conditions in clause 12, you must also be a Club+ member and scan your Club+ card to redeem these items at the time of redemption. Club+ Terms & Conditions apply.
13. When making a Cash Top Up to collect a SMEG Knives Product during the Redemption Period you must make the required payment at the time the stickers are redeemed.
14. Each SMEG Knives Product requires a separate full set of stickers, as specified in these terms and conditions, which are not cumulative. For example:
a. You must collect 25 stickers to receive a SMEG Vegetable Knife and you must then collect an additional 25 stickers to receive another SMEG Vegetable Knife; or
b. if you choose the Cash Top Up option for the SMEG Vegetable Knife, you must collect 13 stickers and pay $13.00 to receive a SMEG Vegetable Knife and you must then collect an additional 13 stickers and pay an additional $13.00 to receive another SMEG Vegetable Knife.
Bonus stickers
15. At certain times during the Promotion Period, you may be able to collect a bonus sticker (Bonus Sticker) by purchasing a particular supplier’s products or product bundle (Bonus Supplier Products or Product Bundle) as part of a minimum total spend at any Participating Store of $20 during the Promotion Period (Eligible Bonus Spend). For example, if a Bonus Supplier Product retailed for $5.00 and you only purchased this product, you would not have made an Eligible Bonus Spend and therefore would not receive a Bonus Sticker. To receive the Bonus Sticker, a total minimum spend of $20 is required. These Bonus Supplier Products and Product Bundles and their promotion dates are listed at www.newworld.co.nz/smeg. One Bonus Sticker will be given for each Eligible Bonus Spend and may be used towards the required number of stickers required to be collected to put toward a SMEG Knives Product, as specified in these terms and conditions.
Double stickers
16. Foodstuffs may, at its discretion, select certain time periods during the Promotion Period to be a double sticker period (Double Sticker Period). When customers make a Qualifying Spend during the Double Sticker Period, the customer will receive two stickers for every Qualifying Spend. For example, $20 = 2 stickers, $40 = 4 stickers, $60 = 6 stickers and so on.
Other things you should know
17. To be eligible to participate in this Promotion you must be 18 years of age or older.
18. Foodstuffs accept no responsibility for lost stickers or Collector’s Cards.
19. Stickers, Bonus Stickers, Collector’s Cards or SMEG Knives Products are not transferable or redeemable for cash.
20. Foodstuffs reserves the right to modify, suspend or terminate this Promotion at any time. This may include terminating the Promotion in whole or in part, for example, to stop the issuance of stickers at select Participating Stores earlier than others if stock runs out at select Participating Store earlier than others.
21. The stickers, Collector’s Cards and the SMEG Knives Products themselves (either individual or complete sets) must not be exchanged or on-sold.
22. To avoid doubt, this Promotion is for individual retail customers only. In accordance with clause 7, any purchases intended for wholesale, resale or resupply are not part of a Qualifying Spend.
23. Customers who place online shopping orders in advance of Monday 13 July 2026, where pricing has been applied from any period before the start of the Promotion, but order is due to be delivered or collected on or after this date (and therefore during the Promotion Period) will not be eligible to receive SMEG Stickers .
24. New World Clubcard will be accepted in lieu of a Club+ card when redeeming a Club+ exclusive item until 11.59pm Sunday 26 July 2026 . However, during that time if you scan a Clubcard you will not earn Club+ dollars on any Cash Top Up transactions.
Exclusion of liability
25. Subject to any applicable laws which cannot be excluded, Foodstuffs and each Participating Store, their respective employees and agents will not be liable for any loss, damage or injury of any nature incurred or suffered by any person (including indirect or consequential loss or loss arising from negligence) arising directly or indirectly out of or in connection with this Promotion or with redeeming stickers in exchange for SMEG Knives Products.
26. The SMEG Knives Products require specific care instructions which you will receive if you redeem a SMEG Knives Product and which is also available online at www.newworld.co.nz/smegknives It is your duty to comply with the care instructions. Subject to any applicable laws which cannot be excluded and without limiting clause 25, Foodstuffs and each Participating Store, their respective employees and agents will not be liable for any loss, damage or injury of any nature suffered by any person (including indirect or consequential loss or loss arising from negligence) in relation to the SMEG Knives Products if the care instructions are not followed.
27. Foodstuffs and any Participating Store may, in their sole discretion, refuse to provide stickers or a SMEG Knives Product if it believes that a customer has behaved in a fraudulent or dishonest manner, or otherwise than in accordance with these terms and conditions.
Disputes
28. In the event of a dispute concerning any aspect of the Promotion, the decision of Foodstuffs will be final. No correspondence concerning any decision made by Foodstuffs will be entered into.
No waiver
29. No failure or delay by Foodstuffs in exercising any right or enforcing any condition will operate as a waiver of any term or condition of the Promotion.
Contact
30. Any questions relating to this promotion should be referred to the Marketing Department, Foodstuffs (N.Z.) Limited, Auckland, New Zealand or phone 0800 463 996.