KUALA LUMPUR, Oct 8 ― After keeping a thriving business within the family for the past 121 years, New Zealand’s most popular chocolate maker now aims for a stronger foothold in the Malaysian market.

Whittaker’s Chocolate New Zealand has been producing quality chocolates in their factory in Porirua, Wellington for more than a century but it wasn’t till the 1990s that it began to venture further across the region.

With a business transformation which included investments in machinery that retained the quality of the chocolates while increasing production volume, Whittaker’s has been slowly making its mark in Australia, China, and also, Malaysia.

Malaysia is currently Whittaker’s fourth largest market, and in the coming years, its Head of International Markets Matt Whittaker, the great-grandson of founder James Henry Whittaker, wants to see the brand increase its market share in Malaysia by at least five-fold.

"We currently have about one per cent of the market share. In the coming years, I think increasing it from 5 to 10 per cent is achievable,” Whittaker told Malay Mail Online on a recent visit to Malaysia.

Some of the Whittaker's products which are available at Ben's Independent Grocer in Glo Damansara Mall, Kuala Lumpur.

Whittaker’s positions itself as premium chocolates in the Malaysian market as the chocolates are made in New Zealand and as a result, are slightly more expensive than some bigger chocolate brands which are produced either here or in the region.

The company believes that continuing to make chocolates in New Zealand is what makes Whittaker’s different from its competitors.

"That is such a key part of our story,” he said.

Whittaker’s first entered the Malaysian market some 15 years ago with the small Almond Gold bar which was its bestselling product in the country.

Over the past three years, Whittaker’s began tying up with several grocery giants and increased the diversity of its offerings to Malaysian consumers.

Having been voted New Zealand’s most trusted brand for the past six years by the New Zealand Reader’s Digest, Whittaker’s is now also working to become a brand synonymous with New Zealand for the international community.

The company is one of the key brands taking part in an exhibition at the end of the month to celebrate Malaysia and New Zealand’s 60th anniversary of diplomatic relations.

Whittaker’s will trial several of its new chocolate flavours and products for Malaysian consumers during the exhibition.

"What we want to say is... if (Malaysians) enjoy New Zealand, try our chocolate,” Whittaker added.

Some of the Whittaker's products which are available at Ben's Independent Grocer in Glo Damansara Mall.