Lewis Road Creamery Chocolate Milk has spread like wildfire, along with a reputation for the best chocolate milk you’ll ever try - if you can get your hands on it, that is.
It started out as an experiment by Lewis Road and collaborator, Whittaker’s Chocolate, and is now surrounded by unforeseen hype.
The milk combines Lewis Road’s Premium Whole Milk with Whittaker’s 5 Roll Refined Creamy Milk Chocolate: 'A perfect marriage of New Zealand’s best milk and New Zealand’s favourite chocolate'.
Peter Cullinane, Lewis Road founder, says they decided to make one batch to see how the public would react.
The product was made available in October and was snapped up in record time, prompting Lewis Road to increase the original 4,000 litre run per week to 20,000 litres. The demand only increased in the weeks that followed.
Cullinane says there’s been no advertising involved, people have simply found out about the chocolate milk through word of mouth.
Hundreds of Kiwis have taken to Facebook and other social media sites to tell their friends of the sweet treat and where they can find some for themselves.
Jason Witehira, supermarket owner of Auckland’s New World Victoria Park, says 500 bottles of the milk are delivered every morning and sell out in about 90 minutes. Demand is so great, security guards have been hired to watch over the product and limits have been put on how many bottles people can buy.
People are also taking to Twitter and Facebook to voice their confusion about how chocolate milk can create such a frenzy.
“You know your life needs more meaning if you’re queuing up for chocolate milk,” tweeted Hilary Barry.
Facebook has also been the platform for chocolate milk scams. Recently, pictures of fake bottles of Lewis Road chocolate milk were uploaded, targeting those who were desperately trying to get their hands on some.
Spokesperson Angela Weeks says, “We love the fact Kiwis are using their ingenuity to make their own versions of our milk at home, with a block of Whittaker’s and a bottle of Lewis Road Creamery milk. However, we don’t support people making and selling counterfeit versions of our product, as this could be a potential health risk to consumers.”
The demand appears to show no signs of relenting, and Lewis Road says they are doing what they can, running at full capacity and producing as much milk as possible without skimping on the quality the brand has come to be known for.
“Bear with us New Zealand as we strive to improve our supply. Lewis Road Creamery Fresh Chocolate Milk is here to stay so if you can’t find some on your next shop, we’re making it six days a week and there will be more soon,' Lewis Road Creamery wrote on Facebook.