First it was L&P, now hundreds and thousands biscuits are the latest not-so-secret ingredient to be put to use by chocolate creators at Whittaker's.
Since its release in supermarkets yesterday, the new chocolate has generated something of a social media buzz. Chocaholics getting their hands on the blocks have shared photos and taste-test reactions on Twitter, Facebook and Instagram.
The block has been crafted from white chocolate made to look and taste like Griffin's Cookie Bear hundreds and thousands biscuits, mixed with biscuit pieces and loose hundreds and thousands.
Both Whittaker's and Griffin's are iconic New Zealand brands, having been founded 119 and 150 years ago respectively.
"Griffin's and Whittaker's are both New Zealand producers that successfully compete with large-scale international importers," Whittaker's marketing manager, Holly Whittaker, said.
"We have our New Zealand fans to thank for that, and we thought they would enjoy us teaming up to create a special treat."
The idea came from a brainstorm session between the two, and "many combinations" of biscuits and chocolate had been experimented, she said.
Whittaker's combined last year with another Kiwi icon, L&P, to create a chocolate based on the popular lemon beverage.
L&P chocolate was now a permanent part of the range and was "still performing very well", Whittaker said.
The hundreds and thousands chocolate is a limited edition, and will be in stores for about three months.