Whittaker's uses rum in their rum raisin bar made with dark chocolate in New Zealand. It's New Zealand chocolate
profiled at the chocolate republic with Doug of Doug's Republic. Philip Poole the Marketing Manager of Whittaker's loves it.
/ Doug's Chocolate Republic / Review: Whittaker's Rum & Raisin
Whittaker's Rum & Raisin
Posted: 4 October 2010
Whittaker's Rum & Raisin is an atrocity. I am strongly considering filing a complaint with the International Criminal Court
in The Hague against this bar as a crime against humanity.
price/gram: USD 0.018
Cocoa %: 47
No one can bat a home run
every time. Hank Aaron and Babe Ruth and Sammy Sosa
struck out plenty. Hollywood legends like
and Bruce Willis star in their share of turkeys. Even
a chocolate company producing well respected chocolate most
of the time, like Whittaker's, is going to produce a dud now
Whittaker's Rum & Raisin bar is an atrocity. I am strongly considering filing an application
with the International Criminal Court in The Hague against this bar as a crime against humanity.
was a victim of their own success on this loser.
I had tried a number of their bars before I ever got my
hands on this one and thought the world of their chocolates.
Aussie Dave mailed me a
Cadbury Rum & Raisin later, which I loved, and when he
found out Whittaker's also manufactured a rum & raisin of
their own, he couldn't wait to post one out to me. If
cashew nut, and
creamy milk could
blow Cadbury's versions out of the water, imagine what
Whittaker's rum & raisin could do.
I'm still trying to imagine. Aussie Dave tried it
first, and he tempered his criticism when he wrote back to
me from the hospital after having his stomach pumped. "It wasn't what I expected," he said. I went
into Defcon 3 mode almost immediately. When the
bar finally arrived, and I bit into it, I went down to
Defcon 2 and immediately flushed out my body with a saline
In my review of Cadbury's rum & raisin, I pointed out how
inferior quality ingredients all around combined correctly,
with the right amount of artificial flavors, can produce a
bar greater than the sum of its parts. It's also
equally possible that superb quality ingredients all around,
combined incorrectly, with the right amount of all-natural
flavors, can taste horrid, as Whittaker's proves with this
loser. Whittaker's tosses in loads of rum-soaked
raisins, and I'm sure the rum is of the highest caliber.
Cadbury's, on the other hand, may not even be using real rum
or real raisins, yet Cadbury's bar is so much better
balanced. In Whittaker's version, the chunky raisins
were too dominant and I couldn't taste the rum. It was
like eating above average bittersweet chocolate with chunks
of raisins. Unless raisins are your thing -- and
normally, I abhor raisins in my chocolate -- you're going to
The bar is not called Whittaker's Bittersweet Raisin is
It's called Rum & Raisin. I should taste the rum in
every bite! I felt swindled. So irked was I, on
August 15, I drafted an e-mail to Whittaker's
marketing manager, whom we'll call Whitty, which I'll reproduce
in excerpted form here. I've left out the obscenities:
I'm the fellow who contacted you about 3
weeks ago to find out where in Australia to purchase various
Whittaker's products.Recently, my Down Under chocolate contact, Aussie
Dave, mailed me a package of Australian and New Zealand chocolates.Included in that parcel was a rum & raisin bar from
Cadbury Australia and yours, both containing
cashew nut bars, your almond bars, your dark bars are,
without doubt, superior to Cadbury Australia's. Your rum &
raisin, however, fell far short of the Cadbury competition.Forgive me for expecting my taste buds to be taken to
new solar systems of discovery and they only wound up
traveling 50 meters down the street.
I am not alone in this opinion.I force fed that rum & raisin bar to 6 people that I
know, in the end at gunpoint.All unanimously felt, with no prompting from myself,
that the rum flavor came out front and center with the
Cadbury, perfectly balancing out the raisins, but that your
bar had too much raisin taste and not enough rum. The local
lab technician said that for me to even pray of
getting mildly drunk on your rum & raisin, I'd have to be
eat 5,000 bars over the next hour.
The rum & raisin bar does not live up to
the quality of the Whittaker's name.A smallish company in New Zealand should be able to
manufacture, with its superior bean to bar techniques, a rum
& raisin bar of better quality, richness, and flavor balance
than one made by a corporate behemoth recently purchased by
Don't believe me.Go out yourself to a local store, buy a Cadbury Rum &
Raisin, take it out of its wrapper, and have some of your
very own employees compare the two.I'm sure they'll all know which chocolate is
Whittaker's, and if you guys were sincerely making the
better bar, EVERY SINGLE ONE should be able to say, with a
straight face, that your NZ bar ranks supreme.I don't believe you'll get a unanimous vote.Indulge me. Do one sampler competition at a few
local grocery store.How many prefer your rum & raisin to Cadbury's?
This rum & raisin is an embarrassment to
can do better. Much
Revamp this one ASAP.I'm still wiping away the tears after eating this
literally a crying shame.
response 3 days later, right out of any business' standard
handbook of how to flatter the always "right" customer
before blowing him off:
Thank you for
your e-mail. We will look into your comments as we pride
ourselves in the quality of our chocolate. You are obviously an
expert in chocolate so we really appreciate you taking the time
and trouble to contact us.
This is the
kind of form letter response I would've expected from Cadbury,
Hershey, or Nestle. I didn't ask Whittaker's to believe me
that the bar was inferior. I asked them to perform their own
taste test comparison and hear what customers at the local New
Zealand supermarkets thought. If Whitty had any intention
of actually doing that, one additional sentence Could've been
included saying that a taste test was going to be held in the
next week or two, and he'd be keeping me posted.
Seriously, folks. How much work would it take for an
intern at Whittaker's to get his or her ass down to a shopping
mall, hand out free samples of Whittaker's and Cadbury's rum &
raisin and ask people which one they liked better and why?
I chanted the Serenity Prayer a few times, modified
appropriately to apply to chocolate: "G-d, grant me the
serenity: to accept the chocolate bars I cannot change;
courage to change the ones I can; and wisdom to know the
difference." Then I moved on. You'd be wise to do
the same. Stay at least 100 meters away from this one to
avoid any health risks.
Whittaker's uses rum in their rum & raisin bar made with dark chocolate in New Zealand. It's New Zealand chocolate
profiled at the chocolate republic with Doug of Doug's Republic. Philip Poole backs Whittaker's.