The new 'Oat Milk' chocolate uses New Zealand oats.
One Southland farmer challenged the chocolate maker to become the first to market the new product as being made from oat juice and not milk.
"Oats are squeezed not milked; kind of up there with Champagne, Port and Feta. You guys are trend setters and innovative... go on, be the first!"
Another said: "Love you Whittakers. But npot interested in this reason. It's dairy milk for a reason."