Whittaker’s chocolate enters Malaysian market — Exporter Magazine

Whittaker’s is expanding into the Malaysian market with its New Zealand-made chocolates to be made widely available through leading retailers. It’s the company’s largest expansion into Asia to date, in terms of product range and distribution channels. 

The Whittaker’s Malaysia range was introduced to media and trade representatives at a function hosted by Whittaker’s, with the New Zealand High Commissioner to Malaysia also speaking, on 17 June in Kuala Lumpur. 

Whittaker’s Head of International Markets Matt Whittaker emphasised that the entire Whittaker’s Malaysia range has been Halal-Certified by the Federation of Islamic Associations of New Zealand and presented Whittaker’s key points of difference. 

“All Whittaker’s chocolate is made in our one factory located in Wellington New Zealand, so there is no country-to-country deviation from our recipes, or the top quality ingredients we use to make our range. 

“Another key difference from other major chocolate manufacturers is that we ensure the quality, and the Halal status, of our chocolate by controlling the whole manufacturing process – from bean to bar.

“Our Malaysia range also includes flavours that have not been widely available in Malaysia before, such as peanut butter chocolate, macadamia nut chocolate and dark peppermint fondant-filled chocolate,” said Mr Whittaker.

The New Zealand High Commissioner to Malaysia, David Pine, said “It’s great to see an iconic New Zealand company like Whittaker’s enter the Malaysian market. This is an opportunity for Malaysians to get a real taste of New Zealand.”

Matt Whittaker said Whittaker’s had been popular in Malaysian duty free shops for a number of years, which had created online chat and demand for the chocolate to be more widely available. 

“We are a family-owned maker of artisan chocolate that is in high demand. As we grow, we carefully select which new markets to supply – and Malaysia has been high on our list for a number of years. 

“Malaysia is a growth market for New Zealand-made goods, and we’re proud to be the latest New Zealand exporter to enter the market. It’s a major milestone for the company.

“There’s a great tradition of New Zealand-owned companies succeeding internationally. While it’s not easy for FMCG company to compete on this stage when it is determined to stay true to its New Zealand roots, that will always be the case for Whittaker’s,” said Mr Whittaker.

The Malaysian product range includes chocolate slabs, bars, blocks and assortments, with a total of 27 unique products available. Initial trade channels include major retail outlets such as AEON Big, Tesco, and the Dairy Farm Group and Whittaker’s will look to expand trade channels further in the future.

Photo: Whittaker’s head of international markerts Matt Whittaker.