what do they have for us?
Best is always better
New Zealands finest chocolate
Best is always better
'We live by the belief that best is always better - for our chocolate, our people and our planet.' really covers off the products' branding focus on a higher quality chocolate, looking after suppliers and always including sustainability in their process.
Suppliers and people
New Zealands finest chocolate
Best is always better
In the good honest chocolate campaign, Whittaker's made an effort to include the work they do in Ghana to make the process easier for workers. A country known for child labour and poor working conditions.
New Zealands finest chocolate
New Zealands finest chocolate
New Zealands finest chocolate
Using the word 'finest' solidifies Whittaker's as a premium chocolate and again reminds people they are a trustworthy 'New Zealand' company. Touching on the ethical sourcing of cocoa, again showing their Rainforest Alliance certification.
Sustainability
New Zealands finest chocolate
New Zealands finest chocolate
Recycle, reuse, reduce. The continual message in their brand is sustainability. In the story on their Good, Honest Chocolate section show's Whittaker's three-step process for packaging sustainability.
where + who is it for?
Core Audience Segments:
Chocolate Lovers: The overarching platform targets people who truly love chocolate, emphasising rituals and passion for the brand.
Quality Seekers: Consumers wanting premium taste without exorbitant luxury, appreciating Whittaker's commitment to quality ingredients (like Ghanaian cocoa) and ethical practices.
Ethically Conscious Consumers (Millennials & Gen Z): Demographics increasingly prioritizing transparency, sustainability, and ethical sourcing, which aligns with Whittaker's Rainforest Alliance certification.
Broad Age Range (18-60+): While focused on young adults (18-45), their appeal extends across generations, including Gen X (50s) and older, with strong family and gifting associations.
Whittaker's market placement:
- Mass Market Retailers: This is the primary channel. Whittaker's chocolate is sold in nearly all supermarkets, service stations, and dairies throughout New Zealand.
- Specialty Stores: The company also distributes its products to specialty chocolate outlets and cafes.
- Online Sales: Customers can purchase a selection of products directly from the official Whittaker's Gift Shop online.
- International Export: Whittaker's exports to various global markets, including Australia, Canada, China, Singapore, Malaysia, and the Middle East, via major retail chains (e.g., Coles and Woolworths in Australia, AEON Big and Tesco in Malaysia).
what Is its value?
Where do they fit in?
Affordable premium — higher quality than mass-market chocolate, without the exclusivity or high price of boutique brands.
Pricing compared to competitor's
- Above: Cadbury, Nestlé, generic supermarket brands
- Below: Lindt premium lines, boutique bean-to-bar brands
- Alongside: Lindt standard range, Tony’s Chocolonely
Whittaker’s sits comfortably in the “worth paying more for” zone.
Value Perception
Customers feel they’re paying for:
- Better ingredients
- Ethical sourcing
- Consistent quality
The brand reinforces the idea that quality should be accessible, not elitist.
Price Strategy
- Everyday purchase friendly — not reserved for special occasions
- Strong presence in supermarkets keeps prices familiar and trusted
- Promotions feel like a bonus, not a necessity
Simple Summary
Whittaker’s is priced to feel premium without being exclusive, making high-quality, ethical chocolate an everyday choice rather than a luxury.