One Facebook user said they used their board once to cut potatoes and it “immediately got knife marks, with small splinters of wood actually coming off the surface”.
“It looks beautiful, but I definitely expected better from Smeg.”
They later said a tea towel used on the board was covered in small pieces of wood.
Another person said: “I haven’t even used it and there’s splinters all over it.”
They said they planned to return the board.
Multiple social media users reported similar experiences, with one saying their board was “already splitting from the edge” after being used once.
However, not all the reviews were negative. One customer said they had oiled their board, used it every day and it “looks great”.
A Foodstuffs spokesperson told the Herald the company was aware of a “small number” of customer queries relating to the cutting boards, “including some concerning splitting and splintering”.
Affected customers had been dealt with directly by New World stores and its customer service team, with refunds or replacements arranged where appropriate, they said.
“The cutting boards are made from natural acacia wood and treated with food-safe mineral oil.
“As with wooden products generally, natural variation can occur and the surface can show knife marks with use.”
Foodstuffs said the boards, which are covered by a one-year warranty, should be hand-washed then dried thoroughly.
They are not dishwasher safe and should not be exposed to water or heat for prolonged periods.
“If a customer believes their board is defective, or if it has split or splintered, we encourage them to contact our customer service team.”
New World stores around the country have taken to social media in recent days to announce they have exhausted their supplies of the boards.
The Rototuna store said yesterday the chopping board was now “out of stock nationwide”, while other stores told customers they would not receive further supplies.
Shoppers earn one sticker for every $20 they spend on qualifying purchases and need 50 stickers to claim a chopping board, equivalent to $1000 in qualifying grocery spending.
Alternatively, shoppers can collect 25 stickers by making $500 in qualifying purchases and pay another $25 for the board.
New World’s Smeg collection also includes six individual knives, a two-piece steak knife set and knife blocks, while the chopping board is exclusive to Club+ members.
Smeg has been approached for comment.