Whittaker's

File:Whittaker's Chocolates & Confectionery Company's Fargo Truck.jpg

File:Whittaker's Chocolate te reo label.jpg

James Henry Whittaker (1868–1947) worked in the British confectionery industry from the age of 14 and moved to New Zealand with his wife Leah Alice in 1890.{{Cite web |title=Whittaker, James Henry, 1868-1947 |url=https://natlib.govt.nz/records/22465241 |access-date=2023-02-25 |website=natlib.govt.nz}} He was a salesman for Cadbury's chocolate before and after his move to New Zealand. In 1896 he started manufacturing chocolate confectionery, selling it directly to customers using a horse and van."[http://www.whittakers.co.nz/#/history/ History]". J. H. Whittaker & Sons, Ltd. In 1913, he established a partnership with his two sons, Ronald and James, based in Wellington. The business became a limited liability company in 1937, with third-generation Whittakers still the sole shareholders in the company. In 1969 the company moved from Wellington to Porirua, because they needed more space and their premises at 167 Vivian Street were under threat from motorway development.{{Cite news|date=June 1986|title=Wellington Classics: A Slab on the Back|page=9|work=Wellington City Magazine|url=https://wellington.recollect.co.nz/nodes/view/5437#idx26423|access-date=18 July 2021|via=Wellington City Libraries}} The Peanut Slab was invented in the 1950s and Whittaker's began exporting it in 1985. In the 1970s and 80s they also produced Santé Bars, Toffee Milk Bars and K-Bars. The company began producing large blocks of chocolate in the 1990s. In 1992 the company formed J. H. Whittaker New Zealand Ltd.

In June 2014, Whittaker's expanded its market to Malaysia.{{cite web |url=http://www.scoop.co.nz/stories/BU1406/S00666/whittakers-chocolate-expands-into-malaysia.htm |title=Whittaker's Chocolate expands into Malaysia |publisher=Scoop |work=Whittakers |date=19 June 2014 |accessdate=19 June 2014}}

In 2014 Whittaker's set up a programme to support and improve cocoa bean production in Samoa, and in 2017 expanded the programme to involve New Zealand's Ministry of Foreign Affairs and Trade.{{Cite web |title=Good Honest Samoan Cocoa: Reconnecting with our Pacific family |url=https://www.whittakers.co.nz/en_NZ/good-honest-chocolate/ingredients/good-honest-samoan-cocoa/ |access-date=2022-09-05 |website=www.whittakers.co.nz |language=en-NZ}}{{Cite web |last= |first= |date=2019-11-11 |title=Revitalising Samoa's cocoa industry |url=https://www.fmcgbusiness.co.nz/revitalising-samoas-cocoa-industry/ |access-date=2022-09-05 |website=FMCG Business |language=en-US}}{{Cite book |last=Fairtrade ANZ |url=https://www.mfat.govt.nz/assets/Aid-Prog-docs/Evaluations/2016/July-2017/FINAL-Fairtrade-ANZ-Evaluation-Report-July-2016-2.pdf |title=Evaluation of Support for Fairtrade Business Development in Pacific Island Countries: Final Evaluation Report |date=July 2016 |publisher=Coffey}} In 2019 Whittaker's admitted that while some bars have ethically-sourced cocoa beans, the sugar is primarily sourced from Thailand.{{cite web|last=Nadkarni|first=Anuja|date=7 June 2019|title=Whittakers and Mondelez cannot confirm their chocolate is free of child labour|url=https://www.stuff.co.nz/business/113269404/whittakers-and-mondelez-can-not-confirm-their-chocolate-is-free-of-child-labour|archive-url=|archive-date=|accessdate=13 April 2020|website=Stuff NZ}} Thailand is known to have child labour in the sugar cane industry.{{cite web|last=|first=|date=2019|title=Child Labor and Forced Labor Reports|url=https://www.dol.gov/agencies/ilab/resources/reports/child-labor/thailand|archive-url=|archive-date=|access-date=20 January 2021|website=US Department of Labour}} In 2020 Whittaker's announced that its 116 products made with Ghanaian cocoa beans would now be 'Rainforest Alliance Certified'.{{Cite web |last= |first= |date=2020-04-08 |title=Whittaker’s announces new Rainforest Alliance partnership |url=https://www.fmcgbusiness.co.nz/whittakers-announces-new-rainforest-alliance-partnership/ |access-date=2022-09-05 |website=FMCG Business |language=en-US}} The company also uses small amounts of beans from Samoa and Nicaragua.

The company's marketing phrases include "A passion for chocolate since 1896", "good honest chocolate" and "from bean to bar".

The company has provided commercial sponsorship for motor sports in New Zealand and for the All Blacks.{{Cite web|title=MG Classic|url=http://www.mgcarclub.org.nz/site/social_events_racing/classic_racing/mg_classic/|access-date=2021-01-21|website=www.mgcarclub.org.nz|language=en-NZ}}{{Cite web|date=2017-05-25|title=Whittaker's serves up scrumptious support for the All Blacks|url=https://stoppress.co.nz/news/whittakers-serves-support-all-blacks/|access-date=2021-01-21|website=stoppress.co.nz|language=en-US}}

In May 2014, celebrity chef Nigella Lawson filmed an advert for Whittaker's in the 1930s Wellington railway station.{{cite web|url=http://www.stuff.co.nz/life-style/food-wine/10011746/Lawson-filming-at-Wellington-station |title= Lawson filming at Wellington station |publisher= Stuff/Fairfax |date=6 May 2014}}{{cite web|url=http://www.nzherald.co.nz/personalities/news/article.cfm?c_id=72&objectid=11250472 |title= Nigella Lawson causes a stir in Wellington |work=New Zealand Herald |date=6 May 2014}} Later, in 2022, Karl Urban appeared in an advert as a fictionalised time-travelling James Whittaker, appearing in Wellington's Civic Square.{{YouTube |C80ZGaqxuXE |title=Whittaker's J.H. Returns (long version)}}{{YouTube|Vjw8863L7a8|title=Whittaker's J.H. Returns (short version)}}

In 2011 Whittaker's was listed as New Zealand's third most trusted brand by a Bradley Colman survey.{{cite news |title=Cadbury falls from grace in most-trusted survey |newspaper=The New Zealand Herald |date=25 July 2011 |url=http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=10740641 |accessdate=25 October 2011 |first=Hayley |last=Hannan}} From 2012 to 2023 Whittaker's was voted New Zealand's most trusted brand,{{Cite web|date=2021-04-26|title=New Zealand's most trusted brand hasn't changed in a decade, survey says|url=https://www.stuff.co.nz/business/124952797/new-zealands-most-trusted-brand-hasnt-changed-in-a-decade-survey-says|access-date=2021-07-18|website=Stuff |language=en}}{{Cite web |title=Whittaker's – 2022 Trusted Brands New Zealand Winner |url=https://www.trustedbrands.co.nz/brand-showcase/whittakers.asp |access-date=2022-05-29 |website=www.trustedbrands.co.nz}}{{Cite web |title=Here are the top 10 most trusted brands in New Zealand in 2023 |url=https://www.morefm.co.nz/home/kiwi-as/2023/04/new-zealands-top-10-most-trust-brands-in-2023-revealed.html |access-date=2024-09-13 |website=morefm.co.nz |language=en}} benefitting from Cadbury's 2009 bad publicity surrounding palm oil and changes in product size,{{Cite news|last=Owen|first=Scott|date=4 Aug 2015|title=Lessons in Whittaker's tasty marketing|page=A9|work=The Press |url=https://www.proquest.com/docview/1700787621|access-date=18 Jul 2021|id={{ProQuest|1700787621}}|via=Proquest Australia & New Zealand Newsstream}}{{Cite news|last=Edmunds|first=Susan|date=13 Sep 2016|title=Chocolate wars heat up as Whittaker's appeal firms|page=7|work=Manawatu Standard|url=https://www.proquest.com/docview/1818471333|access-date=18 July 2021|id={{ProQuest|1818471333}}|via=Proquest Australia & New Zealand Newsstream}} and further fallout from Cadbury's closure of its Dunedin factory in 2017.{{cite news |url=https://www.stuff.co.nz/business/89733380/cadbury-backlash-a-win-for-kiwi-chocolate-brand |title=Cadbury backlash a win for Kiwi chocolate brand Whittaker's | author=Susan Edmunds| date=2017-02-24| work=Stuff }}{{cite news |url=https://www.odt.co.nz/news/dunedin/bitter-aftertaste-cadburys-closing |title=The bitter aftertaste to Cadbury's closing |date=2017-02-23 |work=Otago Daily Times }} In 2023, Whittaker's also won 'Most Trusted Confectionery' and 'Most Trusted New Zealand Iconic Brand'. Organisers of the 2023 survey stated that Whittaker's success stemmed from its engagement with its customers, integrating their ideas into the business. Whittaker's was also transparent about aspects of their products, including price changes, which helped build trust with consumers.

Apart from being named as New Zealand's most trusted brand, the company has won other awards including 'Exporter of the Year' at the 2021 ExportNZ ASB Wellington Export Awards{{Cite web |last=Wellington Chamber of Commerce |last2= |first2= |last3= |first3= |date=19 November 2021 |title=Whittaker’s Claim Top Prize At Wellington Export Awards [Press Release] |url=https://www.scoop.co.nz/stories/BU2111/S00530/whittakers-claim-top-prize-at-wellington-export-awards.htm |access-date=8 July 2022 |website=www.scoop.co.nz}} and Supreme Award in the 2022 Wellington Gold Awards, which are awarded to recognise businesses in the Wellington region.{{Cite web |last=Wong |first=Justin |date=2022-07-07 |title=Whittaker's picks up supreme award at Wellington Gold Awards |url=https://www.stuff.co.nz/dominion-post/wellington/129210612/whittakers-picks-up-supreme-award-at-wellington-gold-awards |access-date=2022-07-08 |website=Stuff |language=en}}

In 2016, Whittaker's launched a hollow chocolate kiwi clutching an egg as an Easter egg product. Twenty cents from each purchase was donated to a charity supporting kiwi conservation.{{Cite web |last=Shaw |first=Aimee |date=16 April 2019 |title=Why doesn't Whittaker's make Easter eggs? |url=https://www.nzherald.co.nz/business/companies/retail/why-doesnt-whittakers-make-easter-eggs/3MTTYVVILRAI5A72ICROVZX7PE/#google_vignette |access-date=2025-04-19 |website=NZ Herald |language=en-NZ}} The kiwi eggs were not not produced in 2024 or 2025 due to production capacity issues and a global cocoa shortage.{{Cite web |last=Beckett |first=Tyson |date=15 April 2025 |title=Whittaker’s chocolate kiwis nowhere to be found this Easter |url=https://www.nzherald.co.nz/lifestyle/global-cocoa-shortage-clips-the-wings-of-whittakers-chocolate-kiwis/B6OLXMV6YFELDK4M44JQ4M53AM/ |access-date=2025-04-19 |website=NZ Herald |language=en-NZ}}

In 2020, Whittaker's produced a limited-release Māori language label for its 'Creamy Milk' chocolate block for social media engagement purposes.{{Cite web |last=Armah |first=Mildred |date=12 September 2024 |title=Whittaker’s gives Miraka Kirīmi chocolate block the chop |url=https://www.stuff.co.nz/nz-news/350412524/whittakers-gives-miraka-kirimi-chocolate-block-chop |access-date=2024-09-13 |website=Stuff }} In August 2022 the company distributed chocolate with a Māori label nationwide for Māori Language Week. The label had the chocolate variety 'Creamy Milk' written in Māori as 'Miraka Kirīmi'. The initiative was met with both praise and hostility from the public.{{Cite web |last=Jacobs |first=Maxine |date=2022-08-16 |title=Chocolate lovers stand up against racist backlash to Whittaker's Miraka Kirīmi |url=https://www.stuff.co.nz/pou-tiaki/300662596/chocolate-lovers-stand-up-against-racist-backlash-to-whittakers-miraka-kirmi |access-date=2022-08-16 |website=Stuff |language=en}} In 2024 Whittaker's announced that it would no longer produce the Māori label, but would be supporting Māori Language Week in other ways.

Singer Ed Sheeran visited New Zealand in February 2023 and said via Instagram that he liked New Zealand chocolate.{{Cite web |last=Jack |first=Amberleigh |date=2023-02-02 |title=Whittaker's has made an Ed Sheeran chocolate bar, but not even the singer himself has one |url=https://www.stuff.co.nz/life-style/food-drink/300798537/whittakers-has-made-an-ed-sheeran-chocolate-bar-but-not-even-the-singer-himself-has-one |access-date=2023-02-25 |website=Stuff |language=en}} Whittaker's responded by sending Sheeran a block of Creamy Milk with Sheeran's face on the label, calling it the 'Ed Block'. Whittaker's then teamed up with Sheeran to auction signed T-shirts and a supply of chocolate to raise funds for victims of the 2023 Auckland Anniversary Weekend floods.{{Cite web |title=Choccy treat for Sheeran will sell for Auckland flood relief |url=https://www.nzherald.co.nz/entertainment/whittakers-chocolate-delivers-ed-sheeran-custom-bar-will-sell-for-auckland-flood-relief/VLZAFKZTOFHIND274H5QO3WQS4/ |access-date=2023-02-25 |website=The New Zealand Herald |language=en-NZ}}{{Cite web |title=Ed's Sharing |url=https://www.whittakers.co.nz/en_NZ/eds-sharing/ |access-date=2023-02-25 |website=www.whittakers.co.nz |language=en-NZ}}

In March 2024 Whittaker's announced the discontinuation of Toffee Milks.{{Cite web |date=19 March 2024 |title='Childhood favourite disappears': Classic Kiwi treat to be axed |url=https://www.nzherald.co.nz/lifestyle/whittakers-discontinues-classic-kiwi-chocolate-toffee-milks-as-other-products-outperform/XGAKS3NIEBFL7GFBG2VBOFDG5A/ |access-date=29 March 2024 |website=The New Zealand Herald |language=en-NZ}}

• List of bean-to-bar chocolate manufacturers

{{Reflist}}

• [http://whittakers.co.nz/ Whittaker's official website]
• [https://www.stuff.co.nz/life-style/food-drink/300755008/all-54-classic-whittakers-flavours-ranked-from-worst-to-best List and review of 52 varieties of Whittaker's family blocks, novelty bars and mini slabs]

{{Brands of New Zealand}}

Category:Chocolate companies

Category:Food manufacturers of New Zealand

Category:New Zealand confectionery

Category:Food and drink companies established in 1896

Category:Food brands of New Zealand

Category:New Zealand companies established in 1896