June 16, 2008
After a successful promotion during ‘chocolate season’, Whittaker’s Peanut Slab chocolate bar is now stocked in 4000 7-Eleven stores in Taiwan.
The kiwi favourite proved popular over the North Asian winter (November – January) when chocolate is considered ‘in season’ in the region.
Along with the Peanut Slab, Whittaker’s Raisin and Peanut Slab and 50gm chunk bars – creamy milk, dark, dark Ghana and fruit and nut – were stocked by the stores as part of their annual chocolate promotion. 7-Eleven has continued to stock both the Peanut Slab and the Raisin and Peanut Slab.
Asil Group who has looked after all of Whittaker’s exports to Asia for over 15 years say the success comes down to the uniqueness and quality of the product.
“7-Eleven has very high standards. There is stiff competition to get in the stores and they will only continue to stock products that have high-turnover,” said Asil Managing Director William Sommerville.
Whittaker’s cite their manufacturing process as the key to the quality of their product.
“Whittaker’s controls the whole manufacturing process – from bean to bar. By importing high quality Ghanaian cocoa beans, roasting, refining and making the chocolate in the factory in Porirua, Whittaker’s has been able to offer stockists such as 7-Eleven a premium New Zealand made product,” Whittaker’s Marketing Manager Philip Poole said.
The majority of chocolate in the Taiwanese market comes out of Europe, Japan and the US and very few New Zealand products are on 7-Eleven’s shelves. However, Sommerville says New Zealand’s image and reputation for quality mean there is interest in stocking more. 7-Eleven are looking to expand the Whittaker’s range this coming chocolate season and have asked Asil to source other New Zealand products.
New Zealand Trade and Enterprise’s Taipei office developed the initial relationship with the chain which has the greatest market share in a country that is said to have the highest convenience store density in the world.
After an initial introduction at an NZTE retail networking event, 7-Eleven were sent samples of New Zealand products including Whittaker’s chocolate.
NZTE Trade Commissioner in Taipei, Nicky Thomson says Whittaker’s made the grade because it tastes good and is price competitive in a highly competitive market.
“The product really deserves the credit. 7-Eleven is huge here. They have a strong brand and are seen as quite high-end. The fact that they have continued to stock Whittaker’s through the summer is a real success.”
“Taiwan’s GDP per capita is relatively high and people with purchasing power look for international and good quality products.”
Three container loads of chocolate have gone over so far and the Peanut Slab and Raisin and Peanut Slab will likely stay in stock throughout the year.
For further information contact
William Sommerville, Asil Group Managing Director, or Andrew Cardiff, Marketing Manager, Phone (04) 476 3888, asil@asilgroup.com
Philip Poole, Marketing Manager Whittaker’s Chocolate, Phone (04) 237 2527, philip.poole@whittakers.co.nz
Nicky Thomson, NZTE Trade Commissioner Taipei, Phone + 886 2 2757 6721, nicky.thomson@nzte.govt.nz
Distributed by Carolyne Jurriaans, Communications Consultant Phone: 09 354 9150, Mobile: 027 552 4195, carolyne.jurriaans@nzte.govt.nz
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