Iconic Peanut Slab a lifetime favourite
The Kiwi chocolate bar cemented itself amongst icons this week, winning the AsureQuality lifetime award at the 2022 NZ Food Awards. By Amberleigh
THE Kiwi favourite chocolate bar – Whittaker’s Peanut Slab – cemented itself amongst iconic Kiwi favourites this week, winning the AsureQuality lifetime award at the 2022 New Zealand Food Awards.
The Kiwi favourite beat out Foxton Fizz Soda Drink and Edmonds baking powder for the win, and was celebrated as a New Zealand product that has stood the test of time.
After being a finalist in 2021, but being pipped at the post by Vogel’s Mix Grain bread, the Peanut Slab finally joins the alumni of two previous winners, including Griffin’s Gingernuts – the inaugural lifetime champion from 2019.
The annual New Zealand Food Awards, which were attended by more than 350 foodies in Palmerston North on Thursday, presented awards in 11 categories chosen from 63 finalists. The focus this year was on sustainability, excellence and innovation.
Given that the Peanut Slab has been a clear favourite in care packages for Kiwis living overseas and even got its own ice cream bar in 2020, it may come as no surprise Whittaker’s – still the country’s most trusted brand in 2022 – tipped New Zealand’s much-loved Edmonds Baking Powder to be celebrated for lifetime success this year.
But what exactly constitutes lifetime achievement when it comes to food? And what made Whittaker’s come out on top?
Richard Archer from Massey School of Food and Advanced Technology, who helped organise the award, says in order to win the champion had to be a NZ product ‘‘that was once innovative’’.
‘‘Many New Zealand products die in the first year, or two, or three because supermarket shelves are the bloodiest battleground ... These are ones that have survived and become household names. If the panel gets the choice right then every New Zealander will say, ‘yep, that’s right’.’’
While there is no specific time the products have to have been on Kiwi shelves for, Archer says they tend to look at products that have existed for 20-40 years.
While it cannot be imported, it could potentially be a ‘‘lookalike’’ of an overseas item and the company does not have to still be operating in New Zealand.
But with Whittaker’s Peanut Slab, he says ‘‘you’ve got something that is very Kiwi and is very much in New Zealand hands. It’s kind of perfect.’’
A Whittaker’s representative said the family-owned business was proud to receive the award for the Peanut Slab, which has been produced using the same recipe since the 1950s.
‘‘We see this as a testament to our commitment to quality and the unwavering support of our Whittaker’s Chocolate Lovers. Like all Whittaker’s chocolate, Peanut Slabs are made from beans to bar at our one factory in Porirua.’’
The judges notes on the Peanut Slab victory said the panel ‘‘couldn’t resist recognising one of New Zealand’s most-loved chocolate treats as this year’s winner’’ and said the accolade was, ‘‘a welldeserved recognition of a true Kiwi favourite’’.
Since the AsureQuality lifetime award’s conception in
2019, only three known finalists have not yet been victorious. Wattie’s Tomato Sauce was runner-up in 2021.
Foxton Fizz Soda and Edmonds Baking Powder missed out in 2022.
Archer says this year’s other finalists ‘‘have a fair chance to win one day’’. Also celebrated was the big winner Poaka’s Artisan Cured Meats. The Christchurch company took out three awards, including the Massey supreme award for its chorizo salami.
Food rescue company KiwiHarvest was the choice of the public this year, taking out the food hero award – the only award to be awarded entirely from public voting, from a selection of finalists chosen by the judging panel. KiwiHarvest rescues up to 200,000kg of food each month and redistributes the useable product to struggling people within New Zealand.
Little Island’s Tropical Nice Block was presented with the Food HQ Below Zero award. Good Sh*t Ginger Soda took out the Kiwiso novel award with judges describing the product as a ‘‘truly novel product’’.
The remaining awardswere the beverage award which went to The Wild Fermentary’s Kefir Soda – Beet & Berry, the Countdown pantry award, awarded to allmite gold yeast spread, the Countdown health and wellbeing award which was presented to Rebel Bakehouse’s Gluten Free Sourdough & Super Seeds Wraps, the BNZ business innovation award won by Ko¯ rure and the Americold chilled award which went to Aoraki’s
Po¯ hutukawa Hot Smoked Salmon.