When iconic Kiwi chocolate manufacturer Whittakers recently teamed up with newish artisan dairy food manufacturer Lewis Road Creamery to produce chocolate milk, the marriage of these two brands was apparently so successful that demand has massively exceeded supply and a whole marketing campaign has been built around scarcity, rationing and a “black market” in chocolate milk.
Not being in the target demographic, it’s a campaign that would probably have passed me by except that the FaceBook page of my favourite greengrocer/artisan grocer — Boric Food Market — got in on the act. Then the boy-child started talking about it too.
Still not being quite aware of the extent of the shortage, I vaguely started looking for the stuff in Boric and my local supermarket, thinking I’d buy a bottle for the kid so he could tell me if it was worth the hype (and the price).
I still haven’t actually seen it stocked anywhere!
But luckily some lovely artist friends brought me a bottle for the boy while we were working at NZ Sculpture OnShore. It took a few hours before I managed to get it home to him, and I was worried about it spoiling, but — as the pics show — it was fine. Better than fine it seems. I’m told it’s the best chocolate milk he’s ever had. Given that I don’t really think of chocolate milk as a premium product, I’m not quite sure how great an accolade that is. But the demand is high, people are willing to queue for the one-bottle-per-person they’re allowed, and I just noticed someone sold two 750ml bottles on TradeMe (the local eBay) for $32.
Meantime, I had to capture some shots of the moment when the boy child enjoyed his gift.