UPDATED 1.19pm: A family-owned food importer is defending its use of the Anzac name on a box of chocolates.

The Flanders Field Selection is on the shelves from today, priced at $7 - 50 cents of that goes to the RSA.

But William Aitken and Co's marketing manager Troy Culpitt won't divulge how much they're making from the product.

"Well, all I can say is that most of our profits are being donated to the RSA.

"From our point of view, there's a strong family tie to the business and we wanted to commemorate something quite special."

Troy Culpitt isn't concerned by the backlash against Woolworths in Australia last week.

He says the chocolates being sold here are fully endorsed by the RSA.

However, advertising expert David Walden says companies shouldn't be seen to be cashing in on Anzac day.

"Now I'm not sure that 50 cents from every box is the best that a family-owned business can do."

 

The chocolates are shaped as a tin helmet and filled with mint.