Archive for the ‘confectionery’ Category

Bite Size: Cruel Candy

In A&R bubblegum, A.W. Allen, Allen's confectionery, Allens & Regina bubblegum, Big Charlie bubblegum, Bubble Gum, Candy, Chewing Gum, Chewing Gum Products Ltd, Confectioner, confectionery, Heards confectionery, J. Romison & Co. Ltd., Kool Fruits and Kool Mints, Lifesavers, Lifesavers candy, Mackintosh's, Mackintosh's confectionery, Mackintosh's Toffee De Luxe, Mad Hot Rods bubblegum, Nestlé, Oddfellows mints, Playtime gum, Regina Confections., Romison's confectionery, Steam Rollers mints, Topps bubblegum on October 26, 2014 at 10.46

Cruel Candy LWK copy

In 1910 in Melbourne, Australia, an elderly man was killed by a steamroller in a tragic accident. John Tanner, walking in front of the machine on the job for the local council, was momentarily distracted by a ratchet horse trotting along the road, and was squashed flat from foot to chin. The end…but maybe not.

Allen's steam rollers made in NZ Jon Fabian edit copy

New Zealand-made  Steam Rollers wrapper and logo detail, note how at this time the Allen’s brand seems to have been scrubbed. Image courtesy of Jon Fabian collection.


This event apparently inspired the illustration that formed the packet design for “Steam Roller” mints, so the story goes. I don’t know how much truth there is to this tale that was circulated amongst children of the 1960s, but even if it’s an urban myth I don’t really care – because it makes such a good story. Regardless the fact that someone did befall this unfortunate accident that’s claimed to be depicted –  is an interesting coincidence. If this wasn’t the idea that spawned the creepy design, then on its own it’s inexplicable and very strange. The fellow in it clearly looks to be in agony and distress, and not in a comedic way. If it wasn’t Tanner’s unfortunate demise that sparked the Steam Rollers imagery, then why did they choose it?

Allen's steam rollers Collector cards Australia Jon Fabian 1

Allen’s collector cards advertising  Steam Rollers, Image courtesy of Jon Fabian collection..


Most of the adverts for the candy seem to be from 1933, so a guess would be they were perhaps launched around that time. Of course Allen’s, originally an Australian brand with its roots in the 1890s, had quite a history in New Zealand. In fact the wrapper featured here, found in an Australian tome where it had been used as a bookmark, was made in Aotearoa, seemingly sometime in the 1990s, I’m guessing. It goes right back to their complicated involvement with the (recently revived) Regina brand, with which they joined forces and made A&R and Playtime bubblegum from the mid 1960s, and Big Charlie and Topps for a while in the 1980s, amongst other lesser known and short-lived brands. Most people would remember the hundreds of different sets of collector cards that were issued over the years by Allens & Regina like “Mad Hot Rods” which were hugely popular and are still highly collectable today.

A DREADFUL DEATH BY STEAM ROLLER Barrier Miner Broken Hill NSW Wednesday 20 July 1910 copy

Tanner’s death: Barrier Miner, Broken Hill, NSW. Wednesday 20 July, 1910. Image courtesy of Trove, National Library of Australia.


I also remember the others in the Allen’s range of wrapped roll candies – Butter Menthols, Fruit Tingles, Soothers, Kool Fruits and Kool Mints, Butter Scotch, Anticol lozenges, and I think Irish Moss jubes, Mixed Fruit and Black Currant Pastilles. I’m sure they finally stopped making Steam Rollers and the others quite a few years back; they were definitely still round in the late Eighties, but what happened after that – I don’t know. Steam Rollers were finally discontinued in Australia around 2012. But right until the end the macabre logo remained.

Allen's steam rollers Collector cards Australia Jon Fabian 1930s blue copy

Allen’s collector cards advertising  Steam Rollers, Image courtesy of Jon Fabian collection..


Ownership of the Allen’s business in New Zealand passed to Nestlé sometime between 1989 and 1994 (sources differ), from there on the brand acquired the long-running Heard’s, Mackintosh’s, Lifesavers and Oddfellow brands along the way – later making Sporties, Minties, Slammers and Fantales. The Allen’s range is still going today, albeit whittled down to just a few lines in Aotearoa and only a couple of the “classics” left. In Australia Allen’s still claim to be the top-selling sugar confectionery brand – but like the story about the Steam Rollers logo, I can’t say how reliable this is.

Addendum late October 2015: These Allen’s paper wrappers were auctioned recently. They are Australian; but I’m sure they were more or less identical in Aotearoa as I seemed to remember them as soon as I saw them. 




All content of Longwhitekid copyright Darian Zam © 2014. All rights reserved.


Bite Size: Frisco Candy Kitchen

In American Boss candy, Auckland confectionery companies, baker and confectioner, British Photographic Studio, Candy, Charles Edward Swales, Collins Bros, Collins' Lolly Shop, Confectioner, confectionery, Frisco Candy Kitchen, Henry Winkelmann photographer, Ice Cream, John Clemshaw Swales, Palmer's confectionery, photographer, Richard Henry Swales, Rowland Chubb photographer, Sweets, The Elite Studio on May 5, 2014 at 10.46

1 Frisco LWK copy copy1

2 Frisco Candy Kitchen Karangahape Road, Auckland edit pink copy

Karangahape Road, Auckland, by W. T.Wilson, May 1910. Frisco Candy Kitchen at right showing hoarding advertising American Boss, Swales’s speciality. Image courtesy of  Alexander Turnbull Library, ref PA5-0015.


A friend, knowing I am interested in such things, sent me a picture today regarding the Frisco Candy Kitchen, and asked if I knew anything about it. Yes I was familiar with it, as it appears in at least three photos taken in the early part of the Twentieth Century of the Newton, Auckland area and I had noticed it in passing. I hadn’t ever paused on it and wondered what the back story was – however I rarely encounter a dud – and yet again there is an interesting tale behind it, or at least I am actually able to find some material on something so obscure. The Frisco Candy Kitchen was on one of the corners of Pitt Street and Karangahape Road (this intersection seems to have been popular with photographers for postcard snaps), in the 1900s and 1910s and was owned by C. E. Swales. However one image, by Henry Winkelmann shows it may have been in operation into the 1920s.

3a SWALES BOSS CONFECTIONERY SWEETS ICE CREAM Thames Star, 23 October 1903, Page 3 edit copy

Swales’ Confectionery, Thames: an early mention of ice cream, and a first appearance of American Boss.  Thames Star, 23 October 1903, Page 3. Courtesy of the National Library of New Zealand.


Charles Edward Swales was born in New Zealand in early 1871 to Councillor John Clemshaw (1827-1909)  and Lucy Swales (nee Jones, 1828-1907) who had arrived on The Shalimar in 1859 and settled in Ponsonby. His father, considered a gentleman by the time he retired in the mid 1890s, began as a plumber and tinsmith in Young’s Alley off Wellesley Street, then in retirement represented Auckland city for a number of years and sat on the boards of Ponsonby Highway and Hospital Charitable Aid, the Streets Committee, the Ponsonby School Committee as well as being a trustee of the Wesleyan Church. In other words a quite prominent and respected family. They lived in Dedwood Terrace, near the corner of Caroline Street, for over 45 years, being some of the oldest residents of the area (Dedwood was Ponsonby’s earlier name and I wish they had kept it; Tim Burton would move straight in). Charles’s siblings were John William (1861, a plumber and gasfitter who inherited his father’s business), Richard Henry  (known as Harry, 1863, later a well-known merchant and military tailor on Victoria Street West), Annie Maria (1865), Sarah Ann (1869), and Frederick James (1873).

3b Frisco Candy Kitchen 1919 Henry Winkelmann edit

Looking east from Pitt Street along Karangahape Road, showing Frisco Candy kitchen on right. Photo by Henry Winkelmann, 1919. Image courtesy of Sir George Grey Special Collections, Auckland Libraries, 1-W1682.


However as I started to follow the trail backwards I found that Swales had an earlier career as an “art photographer” first in the city’s main road, Queen Street, as a young man – at number 322 in the mid-1890s; then in Pollen Street, Thames, Coromandel soon after; he appears there in 1896. Newspaper adverts of 1897 mention his “many years of experience at leading Auckland studios.” Between May and December of that year he closed his business, called for tenders, rebuilt his studios and re-opened. The last advert for his career behind the camera that I can find appears on the last day of August 1899, and seemingly his work in that area finished up by the end of 1900 at latest. In 1902 he married Ellen Thorburn (1879-1956).

4  F H Creamer a noted walker  Photo by  Swales New Zealand Illustrated Magazine edit copy

“F. H. Creamer, a noted walker.” New Zealand Illustrated Magazine, Volume 1, Issue 8, 1 May 1900, Page 623. The only image I could find of a photo taken by Swales. Image courtesy of the National Library of New Zealand.


By mid 1902 an ad appears for C.E. Swales, confectioner, in Pollen Street, offering ice cream. So his learning curve lasted no more than two years at the very most. I’d be interested to know which confectioner he quickly learned his trade with, though. It is very likely he served an apprenticeship with Charles Palmer or Collins Bros also both of Pollen Street, which I previously covered here.

4a  C E Swales the Elite Studio Auckland Star, 26 February 1895, Page 8 edit copy copy

C. E. Swales’s “Elite Studio” Auckland Star, 26 February 1895, Page 8. I was wondering why this address sounded familiar; my grandfather had his factory at 323 Queen Street. Courtesy of the National Library of New Zealand.


I am placing bets it was Palmer that Swales studied the art of candy making with – simply because they were a much bigger and longer established business – who also advertised ice cream they were making, from at least 1891. This mention, by the way, is the fourth-earliest historical evidence I have run across of commercial ice cream making for retail in New Zealand thus far. Although admittedly, an objective look at the overall history of this genre in New Zealand has not really been focussed on by myself – just pockets here and there. It makes Swales the sixth-earliest mention. Anyway, it’s interesting to ruminate on – besides both areas being considered “creative” – what the inspiration was for the change to such a dramatically different field.

6 Frisco Candy Kitchen 1907 Radcliffe, Frederick George edit copy

Looking east along Karangahape Road, from the corner of Pitt Street, showing Frisco Candy Kitchen on right. Photo by Frederick George Radcliffe, 1907. Image courtesy of Sir George Grey Special Collections, Auckland Libraries, 7-A4724.


In October 1903 Swales offers “all kinds of confectionery and sweets”, as well as something called “American Boss.” The Wilson image of 1910 shows a hoarding on K Road painted with the slogan “The original American Boss” over the Frisco Candy Kitchen shop. Obviously Boss was a kind of candy as I have references to “American Boss” being sold by Waughs confectioners in the 1910s and “Boss Balls” by The Bluebird confectionery in the 1920s. However I’ve been unable to find out anything more about it, as far as a recipe or even any mention, so I am speculating this recipe was some kind of Australasian corruption of a foreign treat that was popularised down under – rather like Sally Lunns and others which were given their unique twist and name, then adopted wholeheartedly. About this time of the first American soda fountains in Aotearoa there seems to have been a trend for things Yankee.

6a  CE SWALES ART PHOTOGRAPHER Thames Star, Volume XXIX, Issue 8551, 5 January 1897, Page 4

A variety of services at Swales’s studios. Thames Star, 5 January 1897. Courtesy of the National Library of New Zealand.


By 1905 Charles and Ellen were back in Auckland living with his father; John Swales, now referred to as a ‘gentleman’, had acquired another home for his retirement at 6 Yarborough Street, Ponsonby, and Harry was living in the former family home. Charles would have established the Frisco Candy Kitchen that year. From this time on, he listed his occupation as ‘confectioner’ but  interestingly, he was never too far away from photography; later on the second floor above Frisco Candy Kitchen was occupied by snappers – at various times both Rowland Chubb who ran the British Photographic Studio, and Frederick Harmer ‘s Childhood Photographic studios, also known as Peter Pan Portraits, were in situ.

6b john clemshaw and Richard Henry ( Harry) Swales and Harry's shop copy lighter copy

From left: John Clemshaw Swales, Richard Henry ( Harry) Swales’s shop, and Harry Swales. Ironically I wasn’t able to find a picture of Charles Edward. Portraits from The Cyclopedia of New Zealand, 1902, courtesy of  NZETC (New Zealand Electronic Text Collection), Victoria University of Wellington Library. Middle image looking south east  from corner of Albert St down Victoria St West towards Albert Park, showing premises of R. H. Swales, tailor.  He had been running this business for nearly twenty years by this time. Photo by Henry Winkelmann, 1907. Image courtesy of Sir George Grey Special Collections, Auckland Libraries, 1-W1441.


Charles and Ellen’s only known child was John Louis Swales (b 1910). Seemingly they were prosperous from the sweets business for Charles and Ellen owned more than one residence; by at least 1915 they had acquired a property at Victoria Road, Mount Eden, and an advert of that year offers for lease a five room house near Three Lamps (Ponsonby) and asks for applications to be made to Frisco Candy Kitchen. Obviously they had inherited the Dedwood Terrace house post their father’s death and were managing it as a rental property.

8 swales photo studio Thames closes tenders reopens between March-December1897 1 copy

Swales’s Pollen Street premises closes and re-opens. Clockwise from top L: Thames Star, 31 March 1897, Page 3; 11 December 1897, Page 4; and 18 March 1897, Page 3. Courtesy of the National Library of New Zealand.


There are advertisements seeking staff from at least 1906 to 1915. Several of them which ran seeking “a smart young lady for the shop” were dated late 1911. That smart young lady was Phyllis Adelaide French, later the subject of a notorious case of tragic demise. She was successful in obtaining the position and worked for Swales until mid-April of the following year when she stopped turning up for work, a note being sent that she was unwell with the flu.
A few days later, she was dead – seemingly the victim of peritonitis attended to far too late to save her. This was caused by a terribly botched abortion she obtained when she became pregnant, after an affair with a married man from Christchurch – while they were both living in a boarding house in Union Street. Swales was named as a witness to appear at the inquest. You can read articles outlining in detail the court proceedings here and here. It’s an interesting look into the stigma of becoming pregnant out of wedlock and how it was dealt with in secrecy and shame, a century ago – with disastrous results. How times have changed.

smart young lady for frisco candy kitchen New Zealand Herald, 29 November 1911, Page 1 edit

 The successful applicant died while in Swales’s employ. New Zealand Herald, 29 November 1911, Page 1.Courtesy of the National Library of New Zealand.


It was an interesting moment when I realised that Phyllis was the very person who had filled the position being advertised earlier. Sometimes you get an objective peek in on history, and feel like you’re kind of privy to a weird sequence of events that fall like dominoes – and nobody else could have known they were going to be related.

intersection of Karangahape Road and Pitt Street c1920's Rendells  Frisco Candy Kitchen  From a Souvenir Folder of Auckland  pub Tanner Bros Ltd via Hayden Oswin

Frisco Candy Kitchen at the intersection of Karangahape Road and Pitt Street, in 1919. From a Souvenir Folder of Auckland, published  in the early 1920s by Tanner Bros Ltd. Image courtesy of Hayden Oswin.


It’s unknown exactly when Swales finished up the Frisco Candy Kitchen. In 1917 he enlisted in the army indicating his occupation as ‘sugar boiler’; And at various times after this they seem to switch between the Mount Eden and Ponsonby addresses, until 1928 when a new residence at 768 Manukau Rd, Royal Oak and a new premises, at 17 Victoria Avenue, Remuera, is registered. The latter seems to have been a retail shop so indicates that Frisco probably closed in the mid 1920s. Charles and John Louis were both recorded as ‘shop assistants’, along with Ellen, at Victoria Ave as late as 1935 when Charles passed away at 64 years. He died at Ruawai, a small township located 30 km south of Dargaville in Northland; I have no information on why he was there when he passed away.  Ellen and John Louis continued to run the Remuera shop until the end of WWII;  after which Ellen opened a new premises at Horoeka Avenue, Mt Eden. They stayed at this address until the end, running a business from here until it closed around 1956 when she died, followed by her son seven years later.
All content of Longwhitekid copyright Darian Zam © 2014. All rights reserved.

Bite Size: Mallowed With Time

In Adams Bruce Ltd, Aulsebrook's, Aulsebrook's confectionery, Cadbury Confectionery Ltd, Cadbury Fry Hudson, Cadbury Schweppes Hudson Ltd, Cadbury's, Chocolate, Chocolate Fish, Chocolate marshmallow eggs, Chocolate Snowballs, confectionery, Easter, Innovex Holdings, Marshmallow, Nestlé, Queen Anne chocolate, Rainbow confectionery, Regina Confections. on April 23, 2014 at 10.46

Easter Egg  LWK copy copy I haven’t really been very good so far at sticking to posts about significant annual events and holidays of note, and as such, I last previously posted on Easter in 2011 here. Then …nothing. Also, I just don’t have very much good Easter shit in my collection – which is amazing, since it’s one of the biggest things of the year at retail. Easter-related stuff just doesn’t crop up that much. I guess the majority was foil wrapping and hard to salvage.

aCadbury chocolate marshmallow Easter eggs 2012 bitten


With all good intention I took these snaps this time two years ago in order to post but I didn’t get around to it. Some friends had their family bring over various sweet treats on a visit to Australia – and since it was March, some naturally happened to be Eastery things – such as these Cadbury marshmallow eggs which were in store at the time.

a Cadbury chocolate marshmallow Easter eggs 2012 bitten  100_3959 edit copy

A wrapper and tray from New Zealand Cadbury chocolate marshmallow eggs, in 2012.


I was dying to try them to see if they tasted in any way similar; and to my delight everything about them was amazingly – exactly the same. Under my “supervision” half the pack quickly disappeared down my gullet before they were snatched away for safekeeping.

a nestle vintage easter egg 1936 0r 1938 lightened

A seventy-something years old Nestle chocolate Easter egg that I previously wrote on in April 2011.


This didn’t start out as a treatise on the history of such a specific item; which is just as well since apparently there is little to know. Marshmallow products had been around fairly early on in Aotearoa – Aulsebrook’s were producing a variety of mallows- plain, toasted, raspberry and chocolate-covered – by the early 1900s, and chocolate covered marshmallow bars and “snowballs” started to popularise in the 1930s. Of course then came that icon Chocolate Fish of which the first mention I’ve seen is in the early 1940s.

a BRITANNIA THEATRE Ponsonby MARSHMALLOW EASTER EGG  - New Zealand Herald, Volume LXXVI, Issue 23316, 8 April 1939, Page 24

A chocolate marshmallow egg giveaway at one of a number of Auckland theatres in the mid-late 1930s: This one at The Britannia,  Zealand Herald, 8 April 1939, Page 24.


The earliest record I have for actual chocolate marshmallow eggs is by Adams Bruce Ltd. for the Queen Anne brand in the 1950s, which are fondly remembered by many. I am sure that Aulsebrook’s and Cadbury also launched theirs at this time however the earliest I know of is 1960s for the former and 1970s for the latter.

a Cadbury chocolate marshmallow Easter eggs 2012 edit 1 copy

A wrapper and tray from New Zealand Cadbury chocolate marshmallow eggs, in 2012.


Rainbow was founded in 2001 by the regrouping of Regina workers (banded together as Innovex Holdings) who found themselves out of work and the factory premises empty courtesy of the then owners Nestlé. They “recommenced” the business on site, successfully continuing most of the classic Regina products under the new name – and just recently repurchased the rights to the original classic Regina brand and relaunched it. Point is, that this product means that Regina had a history of making chocolate marshmallow eggs, but how early they started I don’t know.

aaCadbury Fire Chicks Easter Egg 1960s Cadbury Schweppes Hudsion post 1969

A box from a chocolate Easter egg, dating from the very early 1970s.


However – someone in Auckland (Heard’s, Brown Bros and Geddes, or maybe Nestlé) was making them earlier though – for in the 1930s several cinemas in that city offered them as a free gift to children attending their special Easter matinees. They get no mention elsewhere, or ever again until at least 1946.

a Rainbow Marshmallow Easter Eggs (1) EDIT copy

Wrapper from a carton of chocolate marshmallow eggs made by Rainbow, formerly Regina Confections. This means that Regina had a history of making chocolate marshmallow eggs, but how early they started is uncertain. 


They have traditionally always been two halves of white marshmallow with an orange circle in the centre representing the yolk; both pieces then fully enrobed in milk chocolate and then sandwiched together, and either wrapped in decorative foil or in later years nestled with several others in a plastic tray or carton and sealed in a closed plastic sleeve wrapper.

aa Rainbow Marshmallow Easter Eggs (4) copy copy copy

A tray of chocolate marshmallow eggs made by Rainbow.


They are on occasion available in Sydney – I remember one year that Woolworths had a display of them and they disappeared pretty quickly indeed. They’ve also imported Rainbow ones from time to time – I also got the ones pictured in Woolworth’s.

a Easter Egg mould 8 cm across edit copy

A vintage metal mould for making chocolate Easter eggs, sixteen centimetres in circumference.


After sampling some Australian Cadbury ones recently at a family gathering in Sydney – which in appearance look exactly the same – they don’t quite taste the same. I don’t know if there’s a difference between the Oz-produced version and the Nizild ones – but my eyebrows just didn’t raise in the way they did when I bit into the Kiwi made versions again for the first time in nearly thirty years and that rush of memories from my childhood came flooding back.

aaVintage Cadburys Griffins Easter egg wrappers two copy

Griffin’s and Cadbury foil wrappers from Easter eggs of the late 1970s.


a a a All content of Longwhitekid copyright Darian Zam © 2014. All rights reserved.

Bite Size: The Sugar Boiler

In Auckland confectionery companies, Chelsea Sugar Refinery, Chelsea Village, Confectioner, confectionery, CSR sugar, Edward Sharp & Sons Ltd, Nestlé, Sharp's confectionery, Super-Kreem toffee, The Colonial Sugar Refining Company, toffee, Waller & Hartley confectioners on November 7, 2013 at 10.46

Sugar Boiler LWK copy sml

I was excited to discover one morning last week that Facebook have finally introduced an edit feature to statuses, meaning that for the first time you don’t have to annoyingly delete and re-post – sometimes multiple times – every instance in which you want to make a change or correction to something. You’d think this feature would be logical to include but apparently not – and they’ve never had it until now.

With this in mind, I suddenly thought up that it may be an interesting challenge to do something with that on Longwhitekid’s sister page History Always Repeats. I came up with a novel idea to live-research a story throughout the day by editing a status as I went.

Facebook 3

However I quickly realised that the feature hadn’t quite rolled out to everyone at this point- and definitely doesn’t extend to pages (not yet, anyway) – and this wasn’t going to work as planned.

Never fear, I deleted my first post and set up a new album and commenced to unravel the story. As it turns out adding a number of pictures kept it interesting anyway, as I rambled away to myself. The premise was an ad I found in papers past, of an experienced British confectioner seeking employment in that field in Auckland in 1935. I decided to find out some more about his life and career and just see where it took me. As it turns out it wasn’t a dud at all.

The album is here with the comments underneath telling the story as I progressed. Partington was no relation to the well-known milling family of Auckland, that I know of.




All content of Longwhitekid copyright Darian Zam © 2013. All rights reserved.

Hokey Information: Poking at History

In Brian Simon, Cadbury Fry Hudson, Cadbury Schweppes Hudson Ltd, Cadbury's, Cadbury's Crunchie, confectionery, Crystal Ice Cream, Deep South Ice Cream Ltd, Desserts, food historian, Frozen Foods, Hokey Pokey, Hokey Pokey ice cream, Hudsons, Ice Cream, Kraft Foods, Kraft Foods Ltd, MacDuffs stores, Manda Ice Cream Ltd, Meadow Gold Ice Cream Ltd, Newjoy Ice Cream Co, Peter Pan Frozen Foods Ltd, Peter Pan ice cream, Professor Helen Leach, Snowflake Ice Cream Ltd, Tip-Top, William Hatton on October 17, 2012 at 10.46

Newjoy Ice Cream sandwich board from a dairy showing products of the time. Painted by Tyrell & Holmes, 1958, courtesy of  and  © D. R. Murray of Built In Dunedin blog at  http://builtindunedin.com/


Hokey Pokey ice cream. A national icon of foodstuffs, and officially the country’s favourite flavour next to (surprisingly) vanilla, in a land where the citizens have the highest consumption of ice cream per capita globally- sitting at well over twenty litres per annum, per person – even beating out the entire of the U.S. An amazing statistic really.
So who invented it? It’s a very good question, actually. Next to the Pavlova debate, it may be the number one most hotly contested issue of that genre.
Hokey Pokey, the confectionery, was apparently around quite some time as an individual confectionery product before it made it into ice cream form.

A close-up of William Hatton’s 1896 patent paperwork for Hokey Pokey, Archives New Zealand.


Of course the famous fact about Hokey Pokey is that it was patented by a man named William Hatton, a manufacturer and confectioner from Dunedin, in March 1896:
A mixture of about 20 to 30 pounds of sugar and five to ten pounds of glucose is boiled with a little water to a degree not exceeding 400 degrees Fahrenheit; and then from 2 to 3 ounces of Carbonate of Soda is added causing the mixture to froth and become light. It is then poured out and moulded into any desired shape.
The record lies within Archives New Zealand where they consider it one of the jewels in the Kiwiana crown. They did a short piece on it here:


“The invention of Hokey Pokey signifies how food is intimately related to our sense of identity and what it means to be a New Zealander”, says Greg Goulding , the Chief Archivist and General Manager.

Tin sign advertising Papatoetoe concern Meadow Gold which took over Snowflake in 1955. This sign probably early 1960s.


Hatton may have patented the name and method, but he certainly didn’t invent it. I managed to locate records of Hokey Pokey being sold as confectionery new Zealand quite some time earlier than that – it was being offered as early as 1892 – by the Tyrell stores, owned by King and Co. It seems to have been in vogue as a novelty for a decade or so, and then doesn’t start re-appearing as a sweet until the 1920s.

Griffins Hokey Pokey Cream biscuits photographed  by Kniven & Co  for Woolworths N.Z. Ltd., Alexander Turnbull Library collection , Ref: 1/2-210966-F


 None of these references of course show exactly what the product looked like or even describe it, however the earliest descriptions of commercial product refer to hunks, lumps or slabs – and that’s mostly in the late 1920s-early 1930s. The earliest visual I have is 1932 by MacDuffs. It was a chocolate coated bar and what would closely resemble a Crunchie, or Violet Crumble in Australia today; perhaps a bit heftier. Earlier mentions describing it as chocolate-coated hunks or lumps would resemble what’s sold today as “Honeycomb.”

Tip-Top TT-2, courtesy of Fonterra’s Tip-Top archives.


Although Professor Helen Leach, who is a culinary anthropologist at Otago University (and wrote the book “The Pavlova Story” on the famous debate over the dessert) at the time she was quoted (2010) says that the earliest recipe she could find was 1916. However, The Auckland Star newspaper’s confectioner offered a cookbook including a Hokey Pokey recipe in 1895.

A picture of William Hatton’s 1896 patent paperwork for Hokey Pokey, Archives New Zealand.


I don’t doubt that putting candy pieces in ice cream was an old idea. Hokey Pokey ice cream can generally be described as plain vanilla with small lumps of what is commonly known as honeycomb toffee distributed throughout it. Jeri Quinzio, a food historian, says that the origins of Hokey Pokey ice cream are rather simple and consisted of a cake of plain ice cream proffered by street vendors which was sliced to order and served wrapped in a piece of paper. Often the ice cream was layered in three flavours (what is commonly known as Neapolitan today) but this was not a hard and fast rule. It’s also quite likely that variations had small pieces of toffee or candy, and other ingredients mixed in the plain or layered base – a little like Cassata. According to The Encyclopaedia of Food, 1923, which was published in New York, Hokey Pokey is “a term applied to mixed colours and flavours of ice cream in cake form”.

MacDuffs Stores confectionery, Hokey Pokey Tablet, November 1932.


And indeed it is thought that the origins of the name may be Italian and come from one of two phrases – “oh che poco” (oh how little) or “ecco un poco” (here is a little piece). This does make some sense, since that the term Hokey Pokey is also thought to derive from a song that was used by Italian street vendors who used to sing it in order to hawk their wares in 19th century Britain and America – and came to be known as “Hokey Pokey Men” ( and thus, the carts came to be known as Hokey Pokey Barrows). Another theory is that the vendors would yell “Ecce pocce”, which means something similar to “Get it here, it’s cold”, in Italian and this evolved into the name “Hokey Pokey”. After all, it was the Italians (and French) that really started making what we now know as ice cream in the late 1600s.

A recreation of Hokey Pokey in it’s original form; in the C19th it was a simple slice served wrapped in paper, often a tri flavour creation. Courtesy of Ivan Day from a fantatsic blog “Food History Jottings” at  foodhistorjottings.blogspot.com.au


However “The Hokey Pokey” was a song (and dance) was inspired by the sweet treat, not the other way around, , allegedly written by bandleader Al Tabor in 1940, the idea came from an ice cream vendor whom Tabor had heard as a boy, calling out, “Hokey pokey, penny a lump. Have a lick, make you jump”.

Evening Post, December 1927.


Apparently, the story goes that Hokey Pokey in ice cream form was first made by a Papatoetoe company in the 1940s. This alleged fact has been widely quoted by various, but the only source I could find giving credit was Christchurch City library which indicates the information as being from Richard Wolfe and Stephen Barnett’s 2002 book “100 years of Kiwiana.” CCL’s page on Kiwi Classics goes on to say “…peculiar to New Zealand is hokey-pokey (sic), a blend of vanilla base with pieces of toffee. Made famous by Tip Top, it was first sold by the Meadow Gold Ice Cream Company of Papatoetoe, Auckland, in the 1940s. The idea of adding toffee wasn’t new, but the distinctive taste was unique.” Further to that, the “100% New Zealand” website, by Tourism New Zealand, claims that it was “… first sold in 1940 (but doesn’t say by whom), Hokey Pokey became a national favourite when the Tip-Top Ice Cream company began heavily marketing it in the 1950s…” Yet again the source of this information isn’t quoted.

MacDuff’s Stores confectionery, Evening Post, September 1933.


In fact Meadow Gold (which had a logo rather like Borden’s “Elsie the Cow”) didn’t exist until 1955. The Snowflake ice cream factory was once situated just to the south of the block of shops on the corner of Great South Road and Caspar Road, Papatoetoe. The factory was run by W.G. Lunn during the 1940s, then Rita and George Aagard took over the business in 1949, selling it to Meadow Gold after they were done after just six years. So technically, Meadow Gold could not have come out with it in the 1940s.
Of course, everyone wants to stake their claim, be “the person that had the idea” – and take the title of the one who invented this beloved dessert. Tip-Top’s claim is fairly dubious, and there is no information on Meadow Gold let alone anything to back that claim up. The janky dates also don’t fare well at all.

A screen shot of William Hatton’s method description in his patent, 1896, Archives New Zealand


A more detailed explanation comes from descendants of Peter Pan ice cream’s founder T.C. Denne, who claim that they were possibly the first to make Hokey Pokey, not Meadow Gold– and they actually have a written description of how it was first made – “In the early days, The hokey-pokey was manually crushed into large chunks and hand-spooned into the ice cream during the churning process. Later the engineers developed machinery which crushed and blended the hokey pokey into the ice cream”.

 Yvonne Sutton as well as John Denne distinctly remember it already being made by the mid-1950s: “My understanding is, it was Peter Pan that invented the Hokey Pokey ice cream. I’m pretty sure that’s correct. It was a very exacting procedure because you have a porous, soft sugary product inside an ice cream – and to stop the Hokey Pokey from melting was really a technique that was very valuable – and my understanding is that Peter Pan began it”, says JohnYvonne remembers: “I think it was an original Peter Pan product – first made – and superior to all later versions.  Of course I’m somewhat biased. I well remember it  being made by Trevor Franklin in a large steam jacketed ‘kettle,’  and how the golden sugary mix frothed up when the baking soda was put in. It was poured hot into large, shallow, cut down milk powder tins, and chilled. When cold, it  was dropped in big chunks into an ingenious crusher, built by engineer Gordon Brogden, then shovelled generously by hand into the ice cream. Delectable!”

So here we have some verifiable company information, a detailed description, a general date and eyewitnesses.

Modern version of the Tip-Top tub showing the new toffee balls that recently replaced smashed “kibble”.


In the scheme of things they are a contender for the title however here is another, likely better one: Brian Simon, previous owner of both Deep South Ice Cream Ltd and Manda Ice Cream companies in Invercargill. Now in his seventies, he himself claims to have made the first Hokey Pokey ice cream at a Dunedin company in 1953:
“I was 18 and working in my father’s ice cream factory Newjoy Ice Cream Co., and we thought about different flavours (we could do). I was reading in an American magazine about what they were making there and one was candy ice cream, and I thought “well, we’ve never had one like that in New Zealand”. We had two Dutchmen working there during the daytime and then when they knocked off, they walked up the road to Cadbury’s to do the night shift. One day I asked them – “what are you doing there?” and they said “Oh, we’re making Crunchie bars”. So I said “do they have any broken Hokey Pokey?”and they said “yes, they’ve got quite a bit” and I said “well can you put me in touch with the man that I can talk to about buying some?” So we got some and I started sprinkling it into the ice cream. And that’s how we first made ice cream with Hokey Pokey in it and it became quite popular. Our opposition at the time was Crystal Ice Cream in Dunedin and they started doing it too – and it just sort of blossomed from there.

Auckland Star newspaper’s  cook book with Hokey Pokey recipe of January 1895 far predates Prof. Helen Leach’s 1916 find.


But I have seen in a book that somebody showed me, that Tip-Top claim to be the first ones to do it in 1943 or 1944 and I said “oh, that’s bullshit”.  At that time we were on sugar rationing , as well as petrol rationing , because it was World War Two and you just couldn’t get the sugar to do those sort of things. So I don’t think that is what really happened. So it was the broken pieces of Crunchie bars – and eventually Cadbury’s actually made special stuff for us because we were using so much of it, they put it in eleven pound bags and we bought it in pallet lots. When we bring on a new flavour we don’t know how it’s going to go, and so we didn’t get too excited about Hokey Pokey at the time. When the opposition saw that we were selling a lot of it they decided to have a go at it. I haven’t got a message for Tip-Top; they are the market leaders and they seem to have claimed that it was theirs since during the war, well I don’t know where they got their sugar from!”.

Hokey Pokey biscuits from a vintage Edmond’s Sure To Rise cookbook.


It is a fact that during WWII years, that manufacturers were only allowed to use fifty percent of their usual sugar. On top of that, a 25% sales tax was imposed on products so many manufacturers such as Cadbury decided to cancel most of their confectionery lines and put all their sugar into chocolate bars for the war effort.

The earliest verification I have of Tip-Top selling Hokey Pokey are both in the 1950s, both in bulk, and in quart boxes. However the dates further than the general decade are not more specific. Brian Simon is described by a colleague as “a no-nonsense kind of guy”, and his account does sound believable. This could be backed up by Cadbury’s and other witnesses of the time if, indeed, any are still alive. By his account Crunchie Bars were on the market in NZ around in the early fifties, and they were being made from the late 1920’s in the UK first by Fry and then Cadbury Fry when they merged (and then Cadbury Fry merged with NZ’s Hudson in 1930). They were present in Australia by 1929.

Here’s the problem: Ted Barringer, who was sent from Britain in 1952 to work on sales and marketing, and eventually became managing director of Cadbury Fry Hudson for 17 years, specifically remembers working up the almost non-existent  novelty line and sending for the successful Crunchie recipe and process from J S Fry at Somerdale in the U.K., in 1955. By all accounts it was an instant hit in Aotearoa. Although the hand-cut method of production in New Zealand may have accounted for high breakage, they just weren’t being made before then. This probably puts Newjoy and Peter Pan back head-to-head.

It should also be noted, for the record, that Peter Pan first published their company history “Sweet Success” in 1997, a good twelve years before Simon gave his interview.

By the late 1950s to early 1960s Both Hudson’s and Griffin’s had their versions of Hokey Pokey biscuits, and Tip-Top had a Hokey Pokey TT-2, pictured here, exact dates for all are unknown – but it goes unsaid, way after the fact.

Hokey Pokey commemorated in a NZ Post “Kiwiana” stamp set of 1994.


Nobody is going to challenge Tip-Top’s claim – and besides that “Hokey Pokey” is apparently not a registered trademark, to this day. They recently modified the recipe to use uniform honeycomb balls, from what was formerly known as “kibble” in the trade – reason being that the bigger chunks, created by hammering the toffee into pieces, would routinely clog the machinery. Combining two classics, they also released a limited edition Trumpet version – “Creamy Hokey Pokey flavoured ice cream with crunchy hokey pokey pieces, a caramel sauce centre and sprinkled with hokey pokey pieces and choc topping”, celebrating renowned Kiwi team the All Blacks, in 2011. Regardless of what Tip-Top do to it, they will never really make it their own – But besides that – evidence speaks otherwise to Hokey Pokey’s origins. Yet to materialise are dates and details that back up their implication as original creator.

There is at least the good beginnings of a story here, even if it’s one of those “ask more questions than gives answers” type of articles to start with – and hopefully more information will come to light in due course which will settle this mystery once and for all.

All content of Longwhitekid copyright Darian Zam © 2012. All rights reserved.

A Sticky Business: Whittaker’s

In Andrew Whittaker, Bournville Cocoa, Brian Whittaker, Cadbury's, Chocolate, confectionery, J. H. Whittaker and Sons, J.H. Whittaker Australia Ltd, James Henry Whittaker, K Bar, Peanut Slab, Rigg & Whittaker, Rowntree's cocoa, Santé bar, toffee, Whittaker's, Whittaker's Confectionery Works on September 24, 2012 at 10.46

Presumably an advertising campaign for the Easter period showing a recent addition: that New Zealand classic hokey pokey, which is more often seen in ice cream, but reconfigured as a chocolate flavour. 


Whittaker’s is now one of New Zealand’s most popular (and enduring) brands, having been around for over 120 years – if you count it in its most primitive initial form. I love this brand, and enjoy it regularly. There’s so many things about the product that has appeal besides it’s “home-grown” quality, packaging, and advertising.

Giving you the (sticky) finger: the only Whittaker’s advert I’ve ever found. Even then there was a company ethic with focus on local labour and supplies. Evening Post, 1932.


However the essential one is that Whittaker’s has a truly unique flavour that comes from their personal supervision over the entire process – from beginning to end, or as they have dubbed it – “bean to bar”. It must be one of few brands still make their product on site, Sadly here in Australia, where I currently live, we get a tiny portion of the delicious range – perhaps five or so flavours of the Blocks and bars, three types of Slab, and a couple of the bags of Minis which have been recently launched. No kiwifruit, no biscuit & berry, and definitely no raspberry and white chocolate!

A portion of the block wrapper featuring J.H. Whiittaker. 


It’s true that their fraction of the Oz market is tiny and by accounts still in the single digits (but slowly growing). So I am not criticising, except to suggest if they had a bigger selection of varieties of their deliciousness on sale, for one I would buy more. I’m rather  expressing my surprise that, although they are now NZ’s second biggest chocolate brand next to Cadbury’s, and have one of the neatest websites around, it’s an understatement to say that they have the usual thin-on-the-ground company yarn in their history section. I mean, minimal is an understatement – it’s almost nonexistent. Once I started looking into it, I found that there’s more back story there that they have skipped over in the happy-go-lucky one they present.

Tin from the Whittaker’s company archive collection, unknown era – presumably 1900s-1910s.


James Henry Whittaker was born in 1868 in Longsight, Manchester to parents James, who was registered as a tool and model maker , and Annie. His two older sisters Harriet and Mary Ann were born in 1856 and 1858 respectively, as well as his Brother Walter who was born in Levenshulme. There is also mention of the family residing in Chorlton-upon-Medlock at this time so by all accounts they moved around the Manchester city area with regularity.

Classic Peanut Slab (which also now comes in two other versions). – photo courtesy of Viernest on Flickr.


Following this the family moved again to Macclesfield, West Cheshire, a distance to the south where four more siblings were added; Charles Herbert (1870), Frank (1874) , John Frederick (1878 ), and Harold (1880).
Having picked up and moved again By 1881, we find James working as a jeweller’s errand boy in Warwckshire, Birmingham and family is living at 14 Burbury Street there.

The Exchange Building in Lambton Quay, Wellington, circa 1890s -which housed the home store of Rigg & Whittaker, J.H.’s joint business venture between 1892-1896.


By 1883, or 1884 at the latest J. H. Whittaker entered the confectionery industry . It is mentioned that he worked for Cadbury’s, and as it happens that company purchased Bournbrook Estate nearby in 1878 and opened a huge Bournville factory to manufacture their cocoa and chocolate products. So we can safely say that sometime between 1884 and the following six years Whittaker worked for them and learned the trade inside out.

Advert for Rigg and Whittaker’s Christchurch store, agents- Press,  June 1892.


At age 22, he married Leah Alice Hopkins (born 1870), at All Saints Church, Kings Heath, in March of 1890. Sometime soon after this he left Britain for New Zealand, arriving before the end of that year. Records show only one J.H. Whittaker leaving from the Liverpool Port that year. He settled in Christchurch in the South Island and immediately set to work making his own product which he sold door to door by horse and cart.

Brian Whittaker (top) and Andrew Whittaker (bottom) as children, and founder James Henry Whittaker, with portions of block and slab.


Wasting very little time establishing himself , by 1892 he had entered into an import and agency business with John Rigg in Wellington, (not to be confused with the Hon, John Rigg, the well-known unionist who spent the majority of his life in the printing field. This one probably arrived to the country in the late 1850s and worked as an auctioneer and then later for the Wellington Council as a clerk). They were principal agents for Rowntree’s cocoa and confectionery in New Zealand – as well as Carr’s biscuits , Bottomley And Son confectionery and numerous other groceries and household wares. The former is no surprise given his professional background with the chocolate industry and this endeavour probably set him up well for what was to come both in knowledge of procuring the suppliers he would need, details of import- export regulations, and familiarity with the capital city and potential customers.

Toffee Milks are considered one of the three classics of the Whittaker brand along with Peanut Slabs and K Bars. This is the handsome contemporary version of the point of sale box with 72 units.


The main business ran out of the Exchange Building on Lambton Quay where they were also agents for the Bank of New Zealand. their storehouses are described as ” always well stocked”. John Rigg’s Auckland business remained under his name and they established two more businesses – in Dunedin and Christchurch. Rigg & Whittaker were still a partnership in 1894, as exemplified by an advertisement for their business selling empty tin lined cases and casks on the cheap. I am assuming that these were probably the containers left over from there imported cocoa. “The rapid and complete manner in which the manufactures of the above named firms have been placed on the New Zealand market is not only sufficient comment on the ability and energy of these gentlemen, but proves that there is a market in this Colony for a really high class article, which they supply”. High class supply, superior standard product, was to become a theme of J.H. Whittaker’s business endeavours.

The Whittaker’s Confectionery Works staff in Wellington, 1930.


John Rigg continued on in this business well into the 1920s solo, with a record of 1922 showing him importing perfumes from Europe. However sometime during 1896, Whittaker, residing in Wellington at least temporarily – had parted ways with Rigg and established Whittaker’s Confectionery.

A Kiwiana classic: top side of the Peanut Slab, synonymous with school tuck shops of the 1970s-1980s. Photo courtesy of Molly D from Dark Chocolate Diary. 


In 1897 he seems to be back in Christchurch with the business there, so there’s a possibility that he took the Lichfield Street branch of the business with him in the deal when he and Rigg parted ways. So with the distributing manufactory in Wellington up and running, he also ran the business in Christchurch for the next 16 years, listed as being at Lincoln Road, Addington (1904).
The earliest definite records I can find of Whittaker branded product is caramel toffee, and mint toffee in the 1910s. Recently, a printed earthenware jar surfaced showing that at least in the early days of the company – they were also producing a jam line. Pretty typical for many confectioners to have a number of preserves and sauces in the early days; it just went hand in hand with the cooking processes. The jars which are known to come in two sizes, 14.5cm and 9.5cm respectively, are extremely hard to find with less than ten known to exist, so likely it was produced in small quantities – hence the scarceness of this item. Emblazoned with “Whittaker Brothers“, it turns out that two of his siblings  worked in the confectionery and importation  business with him under that name (but were not financially involved in the enterprise). One source says Walter and Charles  – but it’s likely that it was  actually Charles and Harold –  as their names appear on electoral records for the 1905-1906 years in Christchurch alongside Henry James’s. At the same time a Walter Whittaker appears in Canterbury. I was unable to find definite shipping records for any of the three to confirm what year they may have followed James Henry over to New Zealand- but they probably all came over separately and some time between 1900 and 1905.

These barley sugar tins crop up at auction every two or three years, so still quite hard to get. A similar  tin was also made for Glucose Butterscotch. I’m guessing 1950s.


Over the first 20 years of their marriage James and his wife had a total of nine children; five boys and four girls, including twins . However it was in 1913, that he established a partnership with two of his sons, Ronald Tawhio Whittaker (1893), and James Whittaker (1894).A  curious consideration here is their age – they weren’t exactly experienced – the oldest not being more than twenty.

The modern K Bar point of sale box still has a classic design and  holds 48 units.


This is where things get interesting because during the same period, I found that James Whittaker filed for bankruptcy . This was the same year that he had formed J.H. Whittaker & Sons in Wellington with his offspring – this is the Whittaker’s we know and enjoy today. These apparent financial woes occurred when he had now been in the confectionery business in Aotearoa in some form or another for over 22 years.

Doing classic well: Another view of the modern K Bar point of sale box. 


I had to wonder, was this a coincidence, or whether this was deliberately orchestrated? This is the reason for my curiosity. In his sworn statement at the Supreme Court hearing of his case, he explains that his business in Christchurch had been troubled for more than five years, and one of the reasons he provided for the cashflow problem was that because business was bad – he had to pay more costs for promotion and travellers (agent salesmen) “in the north (island)”.

The design and wrappers have not essentially changed since the 1970s.


Yet he had deliberately infiltrated the North Island and created an enterprise which became the base for the others (there’s a possibility that he may have had more shops than just the one in Christchurch). He had funneled money into another business and it had affected his available resources and viability. It was by no means a sudden event. I was able to find the 1908 act  under which he was adjudicated, Apparently it seems that filing for bankruptcy did not affect a partnership since he was filing bankruptcy for his Christchurch business, which was not a partnership. Neither of the sons filed for bankruptcy…in fact one of the sons in the Wellington partnership was listed as a creditor. I’d take a guess the whole thing was part of a long-term plan and also just happened to serve the dual purpose in neatly extracting him from a (possibly calculated) financial fix and thus nicely moving things along in the desired direction. No longer responsible for paying the salary for his two partners under Whittaker Brothers, he apparently moved the remainder of his family to Wellington to focus on Whittaker & Sons and his siblings remained in the Canterbury area for the rest of their lives.

The extremely rare Whittaker’s jam jar.  Only about ten intact examples are known. “Brothers” indicates it dates between 1900-1913. Jam historian Peter L. Henson says – “like jam maker Robert Furness of Auckland, these pots were probably imported from C.T. Maling of Newcastle Upon Tyne. Maling captured the market for the production of white pottery with transfer-printed trade labels and was a leader in domestic white ware, being responsible for supplying 90% of the jars for jam makers in England and Scotland, together with exports.”  Photo courtesy of Steve Costello.


The Whittaker Confectionery Works was situated at Cornhill Street between at least 1913-1916 when they advertise variously for “a capable young woman, good organiser…boy for warehouse…girls for wrapping… experienced sugar boiler”. At this time Whittaker’s acted as agent for Lipton’s Tea and also for Epps’s cocoa, boxed chocolates and custard powder.
By June of 1917 the works had moved to 167-169 Vivian Street and records show that’s where it stayed until at least 1945. What happened after that date is unknown at present, since records after that date are limited.

Whittaker’s issued only five hundred units of this chocolate block featuring navigation buttons from the website. Pieces of the bar were broken up and actually used for the design of their on-line presence. 


The Whittaker company’s rising fortune meant a move back to “the big smoke ” and that’s where J. H. Whittaker was again by at least 1927, which finds him involved in various organisations such as the City Ambulance Board, the Brooklyn School Committee, the Wellington Civic League Council , and the Birmingham and Midland Counties Association of which the last two he was president. Now in his late fifties he was nearing retirement age and seemed to settle in the Wellington suburb of Brooklyn with his wife for good; first at 40 McKinley Crescent by 1935 and then two years later at Todman St. Also in 1937 the business became a limited liability company (a flexible form of enterprise that blends elements of partnership and corporate structures). Founder J. H. Whittaker died 1947 and his wife Leah a few years later in 1954.

As well as their own confectionery business, Whittaker’s acted as agents for Epps’s and Lipton’s.


Known products of the 1930s were chocolates, glucose barley sugar, liquorice toffee allsorts, and Mello-O-Mints. Toffee was a big thing for them even back in those days – and varieties included super cream, super nut, chocolate , rhum (sp) and butter, malt and milk, and “toffee selections” – a mix of nine varieties. What their chocolate products were specifically at the time – I don’t know as I have never seen any packaging or ads, in fact vintage Whittaker’s is extremely rare.

Whittaker’s factory in Porirua showing the very smart pod extension (below) designed by Craig, Craig, Moller / Tony Johnston – Architects. Constructed by Turnat Commercial while full production carried on unimpeded.


It was not all fun and games working in a confectionery factory though; far from it. In 1938 Miss D. Pritchard suffered severe lacerations when she caught her hands in a chocolate machine., and in 1943 Miss C Incledon lost three fingers in a toffee rolling machine. They seemed to be constantly advertising for staff over time, if only replacing digits was that easy.

The 1960s saw fruit mixed toffees, Koff Caramel, and Karamel Bars. Santé probably came along much earlier in the piece but Whittaker weren’t the instigators by a long shot – it was almost generic being produced by Fry’s , Hudson’s, Masson’s, Griffin’s for the Sweetacres line, and Beatall at various times from the 1860s onwards. However in time, Whittaker’s made them a brand name associated with their company alone.

Three flavours of Santé – photo courtesy of Marib on Flickr.


The Gen-Xer heyday, my time, was the 1970s to 80s and consuming what are now considered the classics: Toffee Milks, those old “tooth pullers” K Bars (orange, lemon, lime, raspberry, pineapple, blackberry fruit toffee) and Peanut Slabs. Say the words “tuck shop” to anyone of that era and their mind will likely go to these three, now iconic, products. I did have pictures of a classic 1970s Toffee Milk box as well as a vintage cast iron Santé  mould, but seem to have misplaced the pictures – which is unfortunate as any images of vintage Whittaker’s are far and few between – and they would have been great to illustrate this article.

An ad for an upcoming release that is getting hype and salivation at present. No word on what date it will be in store yet.


Products of the nineties that disappeared along the way were Nut Block, Peanut Block, Peanut Hunks, and Sport. In 1992 the company made the beginnings of a trans-Tasman play when they formed J.H. Whittaker Australia Ltd. , making it one of a handful (Four Square, “K” Brand, Aulsebrook’s, Sharpe Bros and Glaxo naming a few) that have successfully established themselves over the ditch.

Bittersweet Peanut Slab, photo courtesy of Moira Clunie from An Auckland Vegan blog.


In July 2011 Whittaker’s launched their impressive completely themed website by Wellington digital design agency Salted Herring, with the by-line that it was “the world’s first made entirely of chocolate” (not really, well – kind of) and launched a matching limited edition block which was comprised of the website interface elements made in real chocolate. Once the mould had been created, the dark Ghana navigation buttons were photographed and uploaded to become part of the design.

Whittaker’s Chocolate Works Fargo delivery truck 1938, courtesy of the Porirua Historical Society.


Today James Henry Whittaker’s grandsons Andrew and Brian manage the company, with a focus on “fairness” – fair trade supplies and local employment opportunities, an idea that they were advertising back in the 1930s. The range is extensive . It comprises of all the classics I remember fondly from my youth as well as chunks, squares, bars, Slabs in eleven flavours, Santé in four flavours, Santé three packs, Slab bars in four pieces including new hokey pokey, Slab three packs, Mini-slab bags in nine flavours. There are around twenty five different varieties of blocks including an upcoming peanut butter version, as well as a brand new white raspberry flavour in store within the next few weeks.

Tin from the Whittaker’s company archive collection, unknown era – presumably 1930s.


Whittaker’s is still made entirely domestically from beginning to end today, at their Porirua factory. In 2009 Whittaker’s was the third most trusted brand in NZ according to a Reader’s Digest survey, and by this year topped the list as most trusted brand ahead of Wattie’s and Cadbury’s. It even beat out St John’s Ambulances. Maybe chocolate is the real life saver after all.

Whittaker’s had a, now collectible, official stamp created by company Black Sheep in 2001.



Addendum, late November 2012: The Whittaker’s company recently released some new images of vintage packaging from company archives. It gives a more complete vision of what, as it turns out, were the lids of two canisters  that I previously posted above. I thought they were flat tins, sort of like the barley sugar one – very similar to the type of flat container that tobacco was sold in. As it turns out, they were far more substantial. I presume the “boys And Girls” graphic is a POS or a section from a peanut slab box – that’s what it looks like in the character’s hand. 




Brotherly Confection

In Chocolate, Collins Bros, Collins' Lolly Shop, confectionery, cordial, Ice Cream, jam, tomato sauce on May 20, 2012 at 10.46

A few months ago I picked up this lovely label on Trademe; you can’t see in the image but it’s also printed with gold over the rich design. I’ve seen similar labels made for jars for the St. George jams range under Irvine and Stevenson‘s in the early-mid 1920s; but this appears to be a bit older than that. This actually ended up being a bit of a disaster because it was yet another lost package courtesy of ever-unreliable New Zealand Post, but the seller was kind enough to look for the other one that she knew she had stashed away somewhere – and although it was quite stained she was happy to send it to me as a replacement free of charge in a paid envelope I provided. After quite a few emails exchanged, a lot of back and forthing to the bank and post office, scanning and some retouching to the damage – and here we are finally.

Collins’ Lolly Shop, Thames Star, 24 December 1912


There is not much to be known about Collins Bros.  From experience this may be because not only were they a small concern; but also perhaps they didn’t last very long. Based in Pollen Street, Thames they were in competition with at least two other sweet shops including Palmer’s which had been established for over  forty years by the time Collins’  arrived on the scene.  They are apparently registered as “J. Collins, confectioner” (singular)  in the pre-1930 catalogue of The Treasury – which is an archive catalogue compiled by the Coromandel Heritage Trust.

Collins’ new soda fountain, Thames Star, 20 December 1916


I can’t actually find in any record that they manufactured jam; but clearly they did, as fruit is featured in the design with a tomato as the central motif. They were in fact manufacturing tomato sauce in the early 1910s – but whether this was sold in a jar or bottles is unknown. This multi-purpose label would be applicable to either, I imagine – and may have even been pasted on boxes for other products as well.

Collins’ new chocolates, Thames Star, 8 January, 1914


As demonstrated by the ads that I found featured here, “Collins’ Lolly Shop” as it was called locally according to the papers, were best known for their confectionery though – sweets, chocolates, ice cream, as well as a range of cordials – over their sauce and jam. They must have been one of the earlier ice cream manufacturers in the country with their locally popular Vanilla Ices – pioneering the way for the boom of the 1930s; another business I can think of is Dustin’s (later Southern Cross biscuits), which I wrote on last year here,  and which much like Collins’ store, had an American-style soda fountain. One has to wonder if the parents’ tenure in the U.S. had any bearing on this, at the time, novel idea.

Seafood store for sale, Thames Star, 24 September, 1908


However food business seems to have been the consistent thing in the lead-up to this enterprise; I found an advertisement for a certain J. Collins of Pollen Street trying to offload a fish shop in 1908 – No doubt the same person.
Any further information about the mysterious “J” is unknown – with fairly common names it’s just too difficult to tease any information out – devoid of clues like a first name, or anything else that would lead me in some kind of direction.

 Thames Star, 17 May, 1913


There’s quite likely a Parawai-Morrinsville-Thames connection; I find a Selina Delbridge (born 1849) married James Collins (born 1845)  in 1869 at Gunnislake, Cornwall and they soon emigrated to America, where they had a daughter, Minnie Maud Collins (I also found a record for an Annie Collins, born in Chicago, and a Joseph Collins, also native of the U.S. – interred in the same cemetery).

Collins Brothers’ confectionery and fruit – Thames Star,  22 December, 1916


They then settled in the gold area of Thames, New Zealand (going by Wise’s Directory I’m estimating around 1886) where James Collins is on record of being in the profession of mining first in Mount Pleasant then later in  in Parawai where the family settled. It seems he also ran cattle on his property “Reservoir Road” there  by the late 1890s, where they were residing. They had a total of six children according to Minnie Adams’ great-granddaughter. I think this is somewhat of an underestimation – as there were at least five siblings that didn’t make it past 6 years. however I can only verify aforementioned Minnie, as well as Selina, Rosie, Fred and Ernest.

 Thames Star, 20 December 1916


Interestingly, Later on in the Thames Directory of 1909-1912 Ernest Collins is listed in a seemingly relative profession of fruiterer in Pollen Street. So if the descendant’s information is accurate – then who was the missing child? Let’s see – who is the odd one out? Seemingly a J. Collins working as a storeman in Paeroa is a logical choice, because he’s the only J, Jas, or James Collins over three decades who isn’t in the profession of mining in the area. I’m guessing a James Collins jnr – or the aforementioned Joseph born before they arrived in Aotearoa. I speculate that he and Ernest, by this time ex fruit and seafood respectively, set up together as “Collins Brothers”. It seems that they may have been open for business together from 1912 until Ernest died early, in his mid thirties in 1918. After that the trail fizzles out. This is conjecture of course, and I could keep going until it makes more sense – but I’m a little short of time lately and so we will leave our investigation there. Perhaps I’ll find some more pieces of the story in the future to make sense of it.

The Collins brothers, circa the mid-late 1900s, from left: Frederick, Joseph, Ernest, and James. image courtesy of Cherie Hamlin.


Addendum, late May 2012: It seems quite a lot of my guesswork was correct. This information came in later from Cherie Hamlin, a Collins descendant: I pegged the right family; but slightly wrong on the brothers who ran the shop. 

Between 1869 and 1871 James and Selina Collins emigrated to the USA, where they had four children: Rose Jane (1871), Annie (1875), Joseph (1878) and Minnie Maud (1879).  Between 1879 and 1881 the family moved to New Zealand and had another five children: Frederick James (1881), Ernest (1884), James Edgar (1888), Jessie (1890),and Selina May (1891).

Joseph was the proponent of the brand and  along with James E made up the “Bros.” Ernest – although he had his fruit shop in Pollen Street – was not involved (but probably helped procure ingredient supplies).  Joseph died in 1948  listed as a “Retired Confectioner”, and James E in 1960, as a “retired gardener”. He is also recorded as having a previous career as a copper-smith prior to enlistment in WWI (he spent a year in service while Collins Bros. was operating) and is remembered by the family as “helping” Joseph with the business.  

Iris Parkes, niece of Joseph, is still alive and can remember Joseph Collins making pastry and sweets and says he could  “could turn his hand to any delight”. Iris recalls Joseph and James as being “great mates as well as brothers, and were always together” – the fish shop, however, she is unsure of. How Joseph got into the trade is also unknown, but she speculates that since the family grew fruit and vegetables it may have been a natural progression to then use the produce. I think that although he may have had a brilliant natural talent – he undoubtedly must have trained under someone else; and it’s likely that he did so under one of the two other local established confectioners such as Palmer’s, before going out on his own.

Ernest Collins probably started his shop to utilise some of the harvests from the Reservoir Road farm and Joseph would have used the fruits in pastries and sweets, preserves, syrups and sauces.  In 1898 Joseph wins a prize in the Kidney potato category in the local flower show; and Ernest and  Fred win for lettuce, cabbage and cauliflower in 1898 – both instances  recorded in the Thames Star, demonstrating a long history and knowledge of fruit and vegetable growing. 

Fishy Buzzness

In Biscuits, Cadbury Confectionery Ltd, Cadbury Fry Hudson, Cadbury Schweppes Hudson Ltd, Chocolate, confectionery, Cookie Bear, Griffin’s, Hudson's Chocolate Fish, Hudsons, Hudsons Buzz Bars, Pascall, Schweppes on February 6, 2012 at 10.46

Frozen Buzz Bars poster 400 dpi colour adjust WATERMARK copy

Buzz Bars point-of-sale cardboard poster recreation,  probably late 1970s-early 1980s.

Note: Due to repetitive theft by those who take my intellectual property from this blog without my permission, and reproduce it as merchandise for sale on sites such as Ebay, Redbubble and Trade Me,  I have now watermarked this image. If you are interested in purchasing merch of this image you can head to my personal Redbubble store.


OK, I’m not sure what else they would be frozen with if not a freezer, but thanks for letting us know. Ah, the joys of vintage advertising. They just kept it simple, even if that meant leaning towards scratchings of complete irrelevance.  None of this baffling us with quasi-organic blatherings.

Anyway, I definitely remember these Hudson’s Buzz Bars from my childhood in the 1970s – they were made of marshmallow dipped in caramel,  then covered in chocolate. They were extremely popular along with the ubiquitous Chocolate Fish (a seafood shaped, milk chocolate covered raspberry or vanilla marshmallow treat that are often whacked in there with all the other popular Kiwiana icons).

Buzz Bars point-of-sale counter box, probably early 1960s.  


One of my favourite childhood memories is my grandmother’s tenant when I was a toddler; I think her name was Janet or Janice, I can’t quite recall. She just adored me (well, I was very cute) and every once in a while she would leave Chocolate Fish in Nanna’s letterbox for me, sometimes with a Little Golden Book.

Of course to my generation Hudson’s was also the propagator of the famous “Cookie Bear” . Who didn’t get their annual birthday postcard from him? (parents would sign you up and the Hudson’s company would send you a birthday greeting from their mascot every year, replete with paw print. Well, to a small child it seemed like the real deal at the time). Of course later on he suddenly became the Griffin’s mascot, which was a little confusing for those that grew up with him, I touched on it in one of my first few, now seemingly rather amateurish posts, on the blog here. https://longwhitekid.wordpress.com/category/hudsons/

Back of Cookie Bear birthday postcard from Hudson’s, issued 1979 


I recreated this poster at top, which looks to be a card point-of-sale ad of the type that would be hung up in a dairy (known as a milk bar in Australia, or Drug Store in the U.S. – same thing) from a very low res, shoddy photo that accompanied an on-line auction a few months ago and the design looks to date from the early 1980s.

Chocolate Fish point-of-sale counter box, probably mid 1960s.  


I wrote out the company history for this post but quite frankly it’s a bit too heavy-going with all the complicated twists and turns, mergers and buy-outs – so I am just going to give you a potted history:
Richard Hudson arrived in Dunedin in 1868 and set up a bakehouse that same year in Dowling Street churning out biscuits and pastries. By 1884 he had established a cocoa processing and chocolate manufacturing plant, thought to be the first in the Southern hemisphere (Kiwis triumphant over the Aussies yet again!), so chocolate and other confections were being produced from then on. In 1930-1931 Hudson’s merged with Cadbury, (or some sources say Cadbury Fry) of Britain and that is how the first Cadbury chocolate bar came to roll off the production line as opposed to being imported. That’s another whole story we won’t get into right now.

Chocolate fish, photo courtesy of  Kim Baillie, Wangi’s Famous Lolly Shop, Lake Macquarie, Australia.a

Things chugged along nicely until around 1969 when Cadbury Fry Hudson conglomerated internationally with Schweppes to become Cadbury Schweppes Hudson Ltd. In the late 1980s onwards things start to get really messy with Griffin’s coming into the picture in some capacity, or maybe entirely – and some brand swapping back and forth as well. And moving some Hudson products under the Pascall brand, just to confuse things. See what I mean? I’m sparing you this time around. Basically what was left continued under Griffin’s from thereon although there have been at least three different corporate owners between that period and now.

Buzz Bars are actually still being made today, at this time under the Cadbury brand. whatever scraps are actually left of the original Hudson’s company confectioneries are now back under the jurisdiction of Cadbury Confectionery Ltd.
I’ll get back to the Hudson’s Cookie Bear, Cadbury and Griffin’s later on in the year, or maybe the following. There’s certainly a lot of ground to cover.

Buzz Bar, photo courtesy of Kim Baillie, Wangi’s Famous Lolly Shop, Lake Macquarie, Australia.




All content of Longwhitekid copyright Darian Zam © 2014. All rights reserved.


Don’t Mess With The Classics

In Bonza Confectionery Ltd, Carousel Confectionery Ltd, confectionery, Kiwi Classics, Riviera Confectionery, Wheelies candy cigarettes on November 5, 2011 at 10.46

spaceman candy cigarettes Carousel NZ (3) EDIT copy WATERMARK

Note: Due to repetitive theft by those who take my intellectual property from this blog without my permission, and reproduce it as merchandise for sale on sites such as Ebay, Redbubble and Trade Me,  I have now watermarked these images. Murdoch Press even nicked these to use, so fuck you, Rupert you redundant, filthy, morally bereft clapped out old turtle.
If you are interested in purchasing merch of my images you can head to my personal Redbubble store.


Spaceman candy cigarettes are a familiarity with anyone from my generation. I’m not actually sure who originally came out with them, but my database shows that a company named Bonza was manufacturing them in the 1970s and 1980s (They also made Wheelies candy cigarettes and fruit sticks).
Smoking of course was still considered glamorous and sophisticated back in the day, and not only was there Spaceman -but also Riviera’s “Fags” candy cigarettes (which were actually Australian in origin, I posted on them here  in the early days of this blog).
But now both products have been dumbed down for the oh-so-easily-offended PC generation.

spaceman candy cigarettes Carousel NZ EDIT copy WATERMARKED copy

First to go were the red tips, so that they no longer look lit and therefore, apparently somehow less like cigarettes – supposedly discouraging children from thinking smoking is a cool. I guess if you really want to discourage them then you don’t market the product at all. Problem solved! This is the usual reverse logic we have come to expect. “It is odd that I can no longer go to the dairy and buy a packet of cigarette lollies, but could easily go and buy a packet of cigarettes. If there really is a problem with cigarette lollies, why not put a health warning on the side of the Spaceman box about the dangers of pretending to smoke?” says Joanne Black, who elucidates on the topic in a funny and cutting article here.

Next they decided to stop calling them cigarettes and instead marketed them as “candy sticks”.

 disgruntled Spaceman punter with Carousel’s revised design

Then a few years back around 2007, people noticed to their dismay that the quirky original design of the package had disappeared, around the same time that Carousel purchased the brand (Carousel have been around since the 1970s that I’m aware of , and are most famous for their product Fairy Mushrooms, one of my all-time favorites).
These were brought over for me by a friend this week to show me that the packaging has now recently reverted back to the original. I wonder why they decided to reverse that decision, possibly because there’s been a small revival by a merchandising like Mr. Vintage T shirts? Or maybe because of comments like this: ” The redesign is just appalling. It looks like those crapcore late-90s CGI kids cartoons. Fact.”
Amazingly somebody wrote to Carousel and actually got an explanation directly from them as follows:

spaceman candy cigarettes Carousel NZ EDIT copy WATERMARK copy

“Thanks for your Email. When we purchased the business late last year, the product was being hand packed and the tuck in cartons presented food safety issues (Ed note: translates to “paper cuts”). We commissioned a custom built machine to automate the packing process and change the cartons so they had glued ends. As this process alone required regeneration of the packaging we took the opportunity to update the graphics. I hope this helps.”
Not really because it doesn’t explain why they decided to dump off a perfectly good classic design. You know some tool in a marketing meeting who fancied themselves an expert, sat there and said “we need to get rid of this Buck Rogers shit and bring it up to date…”  Bad move, because sadly “up-to-date” for the general population is synonymous with “1996”.
Anyway all is well that ends well; the original graphics are back on the pack and if it’s any consolation I can testify that they taste just as horrible as they did back in the 1970s, sort of like sweet cardboard. At least that hasn’t changed!




Addendum, early Aug 2013: One of my readers, Owain Morris, one of New Zealand’s top toy and card collectors, kindly sent in these images of two versions of the re-design post-Carousel. He says he nabbed these in Christchurch pre Feb 2011 quake.

aCarousel Spaceman Candy sticks a unflavoured 16g (1)

Carousel Spaceman Candy sticks a unflavoured 16g (2)


Space Man Candy sticks box Carousel (1)

Space Man Candy sticks box Carousel (2)



All content of Longwhitekid copyright Darian Zam © 2013. All rights reserved.

Maid Me Look

In Biscuits, Buttermaid, Cakes, confectionery, Dustins Ltd, Frozen Foods, Ice Cream, Pastry, Southern Cross Biscuits on October 9, 2011 at 10.46

I have to admit that I at first dismissed the Buttermaid Cake ads I found as likely being irrelevant to the story I posted on previously in March 2011:


I immediately decided that it was unlikely a bakery from the 1920s had any relation. It wasn’t until I really examined all of them I found that the company, Dustins Ltd., was also manufacturing “Famos Pies”, almond icing, and puff pastry, ready to bake – surely what must be one of the earlier non-canned New Zealand convenience products (although since writing this weeks ago, I have found an advertisement for chilled readymade pastry for sale in the 1890s).

Buttermaid Cakes, Evening Post , November 1928 

So this is effectively part two of the Buttermaid pastry story.

Paraphrasing the Wanganui Herald’s article “Banquet in New Rooms” of 13 May 1909 : “In 1896 Mr Dustin started biscuit baking, and that business grew so much that he had to turn it into a company. Then Mr Dustin entered the catering business, and progressed so rapidly that he had to extend his buildings”.

Buttermaid Cake coupon, Evening Post, October 1927 

Indeed he did – opening quite glamorous tearooms painted with murals selling their cakes, pies and confections in 1909 (a newspaper feature goes into great detail about the stencilling and harmonic shades of sage, salmon and de nil). Two large floors offered  morning and afternoon teas, and dinners –  four courses for a shilling.

Advertisement for the newly opened restaurant and tearooms, demonstrating the fare on offer, Wanganui Herald, July 1909

Interior of  William S Dustins tearooms, Wanganui, 1909. Photograph taken by Frank J Denton, National Library of NZ Collection 

As well as a second bakery he owned named “Devon” at the same time, from 1903 Dustins American Saloon in Victoria Street offered milkshakes, ices, cream drinks and sodas. By 1914 their mini-empire also included “their Regent Rooms higher up The Avenue, where wines may be purchased in draught, in single bottles, or in case lots”.

“Employees outside the confectionery shop of W. S. Dustin Wanganui 1909”.  F. J. Denton Collection , Alexander Turnbull Library Manuscripts and pictorial.

“Interior of the confectionery shop of W. S. Dustin Wanganui 1909”I got out my magnifying glass and was able to spot the following products for sale: Cadbury Chocolate, Kirkpatrick’s “K ” canned plum pudding, Aulsebrook’s chocolates, Huntley & Palmer biscuits, KOPS ale & stout, Tucker’s chocolate and toffee, Fry’s Chocolate,  American Baloon (sic) soda drinks. Alexander Turnbull Library Manuscripts and pictorial collection.

As well as a confectioner, bread maker , biscuit baker and agent for various products from malt to honey, W.S. Dustin also catered for races,  A&P shows, as well as hosting concerts, wedding parties and balls in the tearooms. In 1899 he was referring to himself as “premier caterer” (eventually he catered for the visit of the Duke and Duchess of York in 1927, who were later to become King George VI and Queen Elizabeth  but by 1909, the year his restaurant and tearooms enterprise opened, Dustin’s Ltd were already appointed as bakers to His Excellency the Governor).

Dustins“American Saloon” ,Wanganui Herald,November 1903

He may have started baking biscuits per se in 1896, but when he arrived in Wanganui in 1879, straight off the “Geraldine Paget” -on which the skills he learned in Plymouth and Devon were put to use as ship pastry cook – he first opened business in Guyton street with an output of just 25 loaves of bread a day, distributing by hand basket delivery. From there he gradually developed his trade until  he removed to Wicksteed Street, and his tally recorded a daily delivery of 1500 loaves In 1896. By the late 1890s he was the largest bread and confectionery business for many miles around.

Southern Cross Biscuit Company sack – besides biscuits, confectionery, pastry, pies and breads the factory also produced flour.

The biscuit baking branch launched with immediate success and resulted in the formation of the Southern Cross Biscuit Factory in 1902. It went from strength to strength and within two years was baking ten types of bread, 3500 plus units a day, as well as sweets, and of course cookies. By 1907 they had purchased machinery and had branched out into manufacturing their own iced confections for sale – however I found reference to W.S. Dustin in Wanganui offering ice cream in an ad as early as 1891.

Chocolates and Petit Fours at Dustins, by Berry and Co, circa 1920. Glass plate negative, courtesy of Te Papa Collection.

Another factor in the strategic expansion of the firm was the increase of Dustin’s family – eventually to number eight children – which had compelled him to plan for the future and “give them an interest in the business, and the result was Dustins, Ltd., of Wanganui and Palmerston North.” (apart from his eldest, it seems most of them turned out to be far more interested in playing sports, as numerous photos in archives attest).

WWI  soldiers  outside Dustin’s home cookery shop, Main Street West. Courtesy of Manuwatu Memory online, Palmerston North City Library.

Such was the popularity of their product that by the 1920s Buttermaid products had spread from Wanganui throughout the lower half of the North Island under expansion of eldest son David Ernest Dustin, with many agent stores carrying their line – and several stand-alone stores (I can count at least ten) including two in Cuba Street and another in Lambton Quay. Throughout the late 1920s Dustins advertised Buttermaid stores heavily as well as seeking agents to spread their goods far and wide.

Another branch of the Dustin Bakery: Mrs Claude Dustin and Betty Fryer in doorway, 1930s. Claude must have been a grandson of W.S., since Claude his son was killed in action in 1915. Courtesy of the Foxton Historical Society Collection.

By the time he died in 1927, “W.S.”, as he was affectionately known, had become a prominent and respected member of the community associated with bringing progress and prosperity to the general area. As such he had clout in several organisations; he sat on public boards, judged competitions, and became renowned -not only as a keen and talented sportsman himself -for his philanthropic endeavours in that area.  He sponsored the Dustin Shield (rugby), Dustin Fours (rowing) and the Dustin Cup (softball, shooting). He also  accompanied the All Blacks on their first tour – as well as one in 1924 not long before his demise.

Part of a  panorama showing the corner where Broadway meets The Square in central Palmerston North, 1923. Dustins can be see to the right of the chemist store. Courtesy of Manuwatu Memory Online, Palmerston North City Library.

One of the two Cuba Street, Wellington Dustins stores can be seen with the sign showing above the group of people in the centre of the road. Courtesy of  Sir George Grey Special Collections, Auckland Libraries, 35-R2267.

In July 1930 Dustins Ltd. publicly announced that one of the Cuba Street shops (it denotes singular in the article, mentioning 181 on that street in particular) and the Buttermaid brand had been sold and was henceforth to be known as White’s. What happened between the early 1930s and the early 1950s, by which time General Foods had acquired and trademarked the brand and made Buttermaid frozen pastry one of the more popular purchases in frozen foods for some time- I don’t yet know. Although there’s an absolute wealth of information on Dustins over time (which is rare for the type of subjects I cover), White’s seems to disappear from the records as soon as they took over.

Hopefully that piece of the Buttermaid story will be uncovered in due course. As for the Southern Cross Biscuit Company, which is a saga worthy of its own post – it lived on until the Dustin Family offloaded it to Griffin’s in 1959 where it was “disappeared” by effective corporate osmosis. After all as one of the eight largest New Zealand concerns of the time, it was not viewed as a brand, so much as just a share of the market.