Whittaker’s has unveiled two new premium 100g chocolate blocks, inspired by classic biscuit flavours, in a move set to delight chocolate lovers across New Zealand. The new Strawberry & Shortbread block features strawberry-infused 33% Creamy Milk chocolate blended with crunchy shortbread pieces and freeze-dried strawberries. Meanwhile, the Peppermint & Cocoa Biscuit block offers a refreshing twist, with peppermint-infused 33% Creamy Milk chocolate paired with crunchy cocoa biscuit pieces. Both flavours are available for a limited time.
Whittaker’s Doubles Down On Innovation To Close The Gap With The Market Leader
Whittaker’s remains one of the strongest players in New Zealand’s highly competitive chocolate confectionery sector. While it does not yet hold the leading position, the brand commands over a fifth of the market, making it a formidable challenger to Cadbury, which sits at the top. Whittaker’s reputation for quality, its New Zealand heritage, and its consistent track record of new product launches underpin its enduring strength.
The introduction of Strawberry & Shortbread and Peppermint & Cocoa Biscuit reinforces Whittaker’s reputation for delivering premium, innovative flavours that set it apart from mass-market offerings. This year has already seen Whittaker’s unveil a string of innovations, including Smooth Dark Coconut, Blueberry & Macadamia in White Chocolate, and Banana Caramel, alongside the Peanut & Caramel Brittle launch.
Whittaker’s steady pipeline of launches has cemented its position as a highly visible challenger brand in New Zealand’s chocolate confectionery market, which has been buzzing with activity from competitors through both new product releases and retail expansion. Lindt, holding close to a tenth of the market, has strengthened its premium credentials with the launch of its Raspberries & Cream Lindor and the opening of a second branded store in New Zealand.
Meanwhile, smaller players are also making waves through niche strategies that lean into craft, provenance, and seasonality. Wellington Chocolate Factory is differentiating itself by sourcing cocoa beans directly from the Pacific, moving away from the traditional reliance on the Americas and West Africa.
Other artisan makers are relying on flavour innovation and seasonal collections to stay front of mind. Devonport Chocolates has rolled out a series of small-batch creations this year, from jasmine tea–infused chocolates to mango and passionfruit marshmallows coated in dark chocolate, as well as limited-edition Dubai-inspired bon bons. Bamboo Sweets is pursuing a fusion approach, offering heart-shaped dark chocolate with layers of salty caramel, almond, and hazelnut knafeh, alongside organic Papua New Guinea–sourced dark truffles. Ao Cacao has taken provenance storytelling even further, with bars celebrating New Zealand producers—such as black truffle from Ohiwa, Canterbury hazelnuts, and bananas from Te Tai Tokerau—crafted into premium bean-to-bar chocolate.