17 November 2009
cJosh Winger and Taste of Yellow teammates
Taste of Yellow mission controller Josh Winger has returned from his nationwide Yellow™ road trip where 45,000 samples
chocolate were handed out to Kiwis to gain insight into what the taste of Yellow could be.
Results just in show 49 per cent of Kiwi’s think the taste of Yellow™ is pineapple custard, indicating New Zealand’s
love for pineapple flavoured sweets, such as classic Pineapple Lumps.
The road trip spanning 17 regions across the country over one week, gave New Zealander’s the chance to sample the four
flavours on trial: pineapple custard, banana french toast, kowhai honey and lemon tart.
“A big thanks to everyone who tried the chocolate and gave me their feedback, I’m starting to get a really good idea of
what the taste of yellow chocolate should be,” says Josh.
The sampling showed that Kiwi’s tastes differ from the North Island to the South Island.
South Islanders had the greatest affinity with pineapple custard, with fifty four per cent of Invercargill tasters
preferring pineapple custard, compared to 37 per cent of Whangarei.
“While pineapple custard was most popular overall, I’m happy my favourite breakfast, banana french toast, got a quarter
of the votes,” says Josh.
The gap between votes for pineapple custard and banana french toast was narrow in Whangarei with 37 per cent and 33 per
cent respectively. Dunedin had the greatest gap, with pineapple custard a clear winner.
“It’s really interesting to see how one person will love a flavour that another person thinks is really yuk! It’s going
to be hard to please everyone,” says Josh.
Whangarei locals showed a surprising appreciation for lemon tart at 21 per cent but this was the least favourite in
The leading flavours are quite a different story in terms of online voting. Banana daiquiri is leading with 2,670 votes,
followed by lemon tart with 1,346 and road trip favourite pineapple custard with 1,303 votes. The least popular is
vanilla sunset with 175 votes and sponge cake mix with 199.
“It’s all about the flavours at this stage, next steps is to determine what the final chocolate bar will taste and look
like, so it’s on shelves for Kiwis to try this summer,” says Josh.