Whittaker’s expands in Asia

Whittaker'sFollowing popularity in Malaysian duty free shops for a number of years, which created online chat and demand for the chocolate to be more widely available, New Zealand’s most trusted brand Whittaker’s expanded into the Malaysian market.

The company partnered with local suppliers, marketers and distributors, including the Swiss-owned multinational DKSH, to provide the country’s 30 million inhabitants with the chance to have a real taste of NZ via its NZ-made chocolates.

The entire Whittaker’s Malaysia range was Halal certified by the Federation of Islamic Associations of NZ at the time, which was a necessary step for consumption by the locals.

As a result of the great success it has enjoyed in Malaysia, it is looking to move further afield into Asia, specifically Indonesia.

According to Matt Whittaker, head of Whittaker’s international markets, the Malaysian business is forecast to end the financial year 42 per cent above budget.

“It’s just been a roaring success,” he said. “It’s really the model we want to use throughout Asia in markets where it’s applicable.”

Whittaker explained that there is a correlation with markets covered by free trade agreements, such as one with the Association of Southeast Asian Nations (ASEAN) which allows Whittaker’s to get “the product at a price point that’s palatable to the consumer”.

Tariffs enforced by countries like India and Brazil make it difficult for brands like Whittaker’s to enter their markets.

The company also distributes its chocolates in Singapore, Papua New Guinea, and the Philippines.



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