Whittaker’s new chocolate block label change praised amid ‘racist’ backlash

A New Zealand brand has been praised after critics threatened to ambush the chocolate block over its new Māori label, calling it “too woke”.

New Zealand shoppers have vowed to buy huge amounts of a popular chocolate block in a bid to annoy critics who labelled the brand’s new label “too woke”.

Whittaker’s revealed it was introducing special edition packaging to one of its most popular chocolate blocks to celebrate Māori language week on Tuesday.

From August 22, Creamy Milk has been translated using te reo – the official Māori language – and will be called Miraka Kirīmi.

However, the decision to temporarily change the famous gold and blue wrapper has been met with criticism by some.

Whittaker’s chief operating officer Matt Whittaker said the family-run business hoped the label would contribute to “revitalising” the native language, which has heavily declined in use in recent years.

New Zealand chocolate brand Whittaker’s has released a special label using the official Maori language, te reo. Picture: Twitter

“The label has been translated into te reo with support and guidance from our friends at the Māori Language Commission, Te Taura Whiri i te Reo Māori,” Mr Whittaker said.

“Our hope is that the label contributes to revitalising te Reo in New Zealand, and we hope chocolate lovers in New Zealand enjoy a block of Miraka Kirīmi with their friends and whānau (extended family).”

He also stressed many customers had shared a “lot of support” ahead of the special edition Miraka Kirīmi block.

“As a family-owned business that makes all of its world-class chocolate at its one factory in Porirua New Zealand, we are proud to celebrate Te Wiki o te Reo Māori (Māori Language Week),” he said.

The block usually looks like this. Picture: Twitter

But while some claimed the new wrapper was a “step too far”, others pledged buy extra bars to annoy the “racist haters”.

“Whittaker’s, you’re a class act. Love this,” one Instagram user wrote.

“Why are people mad about te reo chocolate wrappers? I think it’s sick AF. In fact I will be stockpiling the te reo Whittaker’s bars and keeping the outer wrappers in perfect condition so I can buy new bars and replace the outer layer with a te reo one every time,” one Twitter user said.

Huge shoutout for Te Taura Whiri for continuing your mahi to normalise our reo, the latest being the Whittaker’s Miraka Kirīmi.

Thank you both for sticking your necks out on the line while racists and bigots slam you from all directions with hate and disgusting comments.

— Te Matahiapo (@HynesSafari) August 16, 2022

Awesome to see, got an extra for the haters pic.twitter.com/ltkGs13mmL

— Kkmalay (@Kkmalay1) August 16, 2022

I particularly like Whittaker's Miraka Kirimi and am thrilled by the chance to mark Maori language week by eating chocolate

— nicky pellegrino (@nickypellegrino) August 16, 2022

Māori presenter and content creator Sonny Ngatai branded the move “awesome”, adding he hoped it would spark the start of more brand’s using the native language on products in supermarkets.

Backlash reportedly began when notable right-wing New Zealand commentator Cam Slater shared an image of the new wrapper, writing: “Go woke, go broke... see ya @WhittakersNZ.”

His post sparked a pile on, with some even comparing the new label to “forced mandated injections”.

“Shame on you Whittaker’s we certainly won’t be buying your chocolates anymore,” one wrote.

“Does everything have to be translated into mari (sic),” another added.

Go woke, go broke...see ya @WhittakersNZpic.twitter.com/BVyjVbcKa9

— Cam Slater (@kaiviti_cam) August 14, 2022

However, Māori Language Commissioner Professor Rawinia Higgins welcomed the block’s release.

“For those who have complained that this is a step too far for our country: The reality is that the rest of New Zealand has already taken that step,” she told Stuff.co.nz.

“We know that eight in 10 of us see te reo as part of our identity as a Kiwi while one in three of us can speak more than a few words of Māori.

“Young New Zealanders are helping to drive change. They are not threatened when they see or hear te reo; they see te reo as absolutely normal.”