Maggie Beer Products is on the hunt for what's coming next for millennials beyond smashed avocado after a strategic review, which has resulted in the shift of its online distribution arm to Melbourne and an expansion into Metcash's IGA and independent supermarkets to bolster its premium food credentials.

Maggie Beer Products chairman Trevor O'Hoy said on Tuesday the review found the business was on a solid footing but needed to rev up growth beyond the core markets of pate, pastes and premium ice-cream which were in "mature" segments, where there was rising pressure for promotional spending from big supermarket chains stocking the products.