Countdown is reminding Kiwis there are more than enough groceries to go around amid a rush to supermarkets ahead of the impending COVID-19 lockdown.
Queues have formed and shelves have cleared in a number of Auckland supermarkets after Prime Minister Jacinda Ardern announced that Auckland would escalate its coronavirus response to alert level 3 from midnight, with the rest of New Zealand moving to level 2.
The lockdown period will last for 72 hours, coming to an end at 11:59pm on Wednesday.
Ardern's announcement followed the detection of three new community COVID-19 cases in south Auckland on Sunday, with health officials yet to determine a source of infection and still awaiting the test results of close contacts.
In her speech on Sunday night, the Prime Minister called on Kiwis not to head straight to the shops in panic.
"You'll remember that supermarkets, pharmacies, primary produce retailers and petrol stations, they will all remain open throughout - so no need after this announcement to rush out to get any essential items," she said.
"Those providers... will all be open and continue to be open."
However within minutes there was a flurry of activity at supermarkets, with Google data showing a spike in visitor numbers to levels significantly higher than they would usually be at that time.
Aucklanders have hit social media to show queues extending outside supermarket entrances and rapidly emptying shelves.
Kiri Hannifin, Countdown's general manager of corporate affairs, quality, safety and sustainability, confirmed its Auckland supermarkets were busy but said there was no reason to rush to the shops before the midnight lockdown deadline.
"I think we've demonstrated that we absolutely have enough food and groceries to look after everybody - including during lockdowns," she told Newshub.
"Our supermarkets are working very hard to open safely tomorrow and we know exactly what to do and we're ready to go. We will be safe, we will be open. We've got lots of amazing fruit and veg and meat and milk.
"Everything is absolutely fine. There's no need to panic, just shop as normal. We've completely got this."
Hannifin said Countdown would be working overnight to ensure its supermarkets will be ready to operate at alert level 3 first-thing on Monday.
"It's quite a big change to how we work, so our focus is making sure everybody's safe, that our team's all OK and we can work overnight to open tomorrow in a way that's COVID-safe."
Panic-buying has been a feature of previous COVID-19 lockdowns in New Zealand.
In the past, Kiwi supermarkets have reduced hours and placed limits on high-demand products, such as toilet paper and flour, to disincentivise the hoarding of supplies.