A new multi-sensory food, wine, craft beer and music festival has been announced for the Bay of Plenty this summer.

The festival, called First We Eat, will be held at Tauranga's Wharepai Domain and will feature leading New Zealand musicians as the backdrop for an experience that includes "streets" of food zones, culinary-creations by celebrity chefs, craft beer from boutique breweries, NZ wine and creativity.

The line-up for the January 30 festival will feature legendary Kiwi acts Dave Dobbyn and The Feelers, as well as homegrown talent Soaked Oats, LA Women and the Bay's own Alayna.

Well-known chefs will curate their own themed "food streets" within each of the four food zones including Sounds of the Sea, Plant Power, Rickshaw Ride and Stars and Stripes.

First We Eat

is an all-day event held on Auckland Anniversary Weekend, organised by promoters Mitch Lowe, Pato Alvarez and Toby Burrows from 116 Group.

The trio are behind successful events such as A Summer's Day Live/Disco, Toto, Bryan Adams and Ben Harper and are excited to be adding this new food-focused festival to their event calendar.

"We wanted to find a way to recognise all the facets of the Bay that make it amazing, so we've set out to create a completely unique experience that indulges all five senses and combines the ingredients for a seriously good time," Lowe said.

"We couldn't be more excited about this latest project," fellow co-founder Alvarez said.

"We are always about hosting quality events in the Bay and with the combination of some of New Zealand's most legendary acts sharing the stage with gourmet food and amazing drinks, what else could you ask for this summer?"

Source: Bay of Plenty Times