Chris Quin: Foodstuffs North Island CEO on New World's Smeg cookware promotion running out of key items - Heather du Plessis-Allan Drive

New World shoppers have been left disappointed by the supermarket's latest giveaway, as key items have been running out weeks into the promotion.

The braiser is both the most sought after - and most expensive - item up for grabs, but many customers have reported a shortage of stock.

Foodstuffs North Island CEO Chris Quin says 70,000 of these braisers were ordered, but the company didn't expect this level of demand.

"Guessing what mix of the five or six items we have in this promotion would be desired and where they would sit - we get international advice, we get local advice, we give it our best shot."

LISTEN ABOVE

See omnystudio.com/listener for privacy information.