North Islanders, Prepare Your Tastebuds!

PRESS RELEASE 14 May 2010

North Islanders, Prepare Your Tastebuds!

North Islanders are in for a real treat from this weekend: The latest flavour from Queen Anne Chocolates will be unveiled at the Wellington Food Show (14-16 May).

The unique twist on a long-cherished kiwi favourite was created by Sarah Adams, grand-daughter of Ernest Adams, who re-launched Queen Anne Chocolates in 1998 to honour the quality brand that started her grandfather’s career so many years ago.

Valuing a philosophy of “cherishing the past while embracing the future”, the Queen Anne Chocolate range features all natural fillings and flavours, including a dark chocolate assortment of soft centres. The new packaging which captures the elegant nostalgia of the crest and regal palette also features on treat sized boxes with favourites like mint nougat; ginger; butterscotch caramels and the ever popular fudge trio.

Sarah was inspired to recreate the delicious sweets after being invited to research Ernest Adams’ history for the Dictionary of New Zealand Biography. This project, and one question in particular “whatever happened to Queen Anne Chocolates?,” stimulated her quest.

While tracking down the original recipes proved an intricate task, Sarah was fortunate to meet many former ‘shop ladies’ and factory staff, all with their own ideas of what had made Queen Anne chocolates so popular in their heyday. Loyalty was strong in their reveries and one character, head confectioner and factory manager Vic Kent, had spent his entire working life at Queen Anne. He trained as a lad with the Canadians Ernest had enticed out to New Zealand to make the chewy nougat and fondants made famous by the Smiles ‘n’ Chuckles Confectionary Company.

Fans’ letters and emails recall fond memories of the premium chocolates more than 40 years later and express gratitude for the restoration of their beloved brand.

She calls it “a delightful journey of discovery from my first year selling just a few hundred boxes.” Today, the original Queen's portrait graces the sophisticated white box seen on the shelves in leading speciality and department stores and select supermarkets. Sarah’s dream is to one day see Queen Anne Chocolates on display in Harrods.

Sarah Adams - background

In the late 1970’s, a factory baking room floor was not considered an appropriate place for a young lady, let alone the petite granddaughter of the founding partner - Ernest Adams.

Despite family concerns, Sarah knew she wanted a career in the food business and completed her apprenticeship, later moving to a Melbourne bakery, home to an exclusive chocalatier. There she learned the art of hand dipping chocolates, little knowing it was later to become her life’s work.

Returning to New Zealand at a time when there was only one other female baking apprentice in the country, Sarah dedicated herself to the family business, Ernest Adams Ltd. For almost 20 years, worked various roles including Bakery Supervisor, New Product Development and Export Manager.

During the mid-80’s-90’s her portrait featured on marketing materials, packaging and print advertising and Sarah was also called upon to front television commercials. Initially it was not a role Sarah was comfortable with, but after a couple of years she became used to people recognising her and being stopped in the supermarket to talk about baking and pastry.

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