The end of an era for one of our most iconic sweets. 

Levin confectioner RJ's has discontinued production of Jaffas, due to poor sales. 

The orange-coated balls of chocolate were previously produced by Cadbury in Dunedin and have been on our shelves for almost a century. 

Mike Hutcheson, former Managing Director of Saatchi & Saatchi, told Mike Hosking that a competitor would pick up Jaffas in a heartbeat. 

He says it’s not just a sweet, it’s a symbol, and it’s possible to turn it around and make Jaffas a brand that means something. 

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