Remember when Whittaker's changed their Creamy Milk bar to 'Miraka Kirīmi' and a bunch of racists got really upset?
Well, Pic's Peanut Butter's new Te Reo branding might just show that the tide is turning. They're celebrating Te Wiki o te Reo Māori by renaming their crunchy peanut butter 'Pata Pīnati Kakukaku', and Kiwis seem to be absolutely loving the special edition label.
"You guys are the coolest," one Instagram comment read, while another chimed in "ka pai!". Others agreed they "loved to see it".
It's a far cry from the reaction their fellow New Zealand food brand Whittaker's got when they launched their special edition Te Reo label in 2022.
The Māori translation of one of their most beloved bars prompted Facebook comments from customers threatening to never buy from them again. Some people said they were "sick of Te Reo being pushed at them, while one guy called Brian let Whittaker's know it was a "BAD MOVE". Thankfully, Whittaker's ignored the haters and brought it back last year, but have confirmed they're not releasing a 2024 edition.
Pic's say the return of their Te Reo branding is part of their ongoing commitment to embracing and supporting New Zealand's unique culture.
By proudly displaying Te Reo on a household staple, Pic’s is helping make the language more visible and accessible in homes nationwide.
The positive response to Te Wiki o te Reo Māori doesn't stop there, either. Over the weekend, Te Warewhare's (The Warehouse) 'Kia Kaha Te Reo Māori' range sold out online in just minutes.
It was the first time Te Taura Whiri i te Reo Māori (the Māori Language Commission) made clothes with the legendary hei tiki logo available to purchase by the public. Troy Rawhiti-Connell, pou whakawhanake Māori (Māori development lead) at the Warehouse Group told Te Ao News the demand was a "really strong affirmation for a product that is really natural to Aotearoa."
"It just fits like a hoodie, doesn't it?"
We're always keen to get around Tw Wiki o te Reo Māori, but how good is it when you can have a full puku and a mean fit while you do it?
