This article is part of our Supplier Stories series, where we share the people and stories behind the products in our gift boxes.
There’s something special about discovering a local producer who’s genuinely doing things differently. Wonderland Chocolate first caught our attention through their branding. That distinctive turquoise packaging with carnival characters immediately stood out from the crowd. Then we tasted it. This was plant-based? The creamy, smooth texture you’d expect from premium milk chocolate was all there, and the flavour combinations made it clear this wasn’t someone cutting corners. This was someone who’d figured something out.
From Corporate Marketing to Chocolate Factory
Kate Necklen spent over two decades building brands for other people. Eight years at Unilever doing brand development. Three years leading brand and PR at Public Trust. Seven years at Tourism New Zealand, rising to General Manager of Global Marketing Communications where she was responsible for all offshore marketing. Then another four years at The Co-operative Bank as GM Marketing.
She knows how to build a brand. But when she and her husband Scott adopted a plant-based diet in 2020, she hit a wall that all her marketing expertise couldn’t solve: there simply wasn’t a plant-based milk chocolate that satisfied.
Instead of accepting compromise, Kate did what any slightly obsessive perfectionist would do. She researched. She tested. She read government reports on the New Zealand chocolate industry. And she discovered that cashew nuts could deliver the creamy mouthfeel of dairy chocolate without an overpowering nutty taste.
In an interview with Hunter Design, Kate explained how she validated her product:
I was doing a lot of taste testing with family, all of which was blind and included benchmark products to give me an idea of whether my chocolate was equal to or better tasting than commercial brands.
A Name with Wellington History
The name Wonderland isn’t random whimsy. It’s Wellington history.
From 1907 to 1912, the Wonderland Adventure Park operated in nearby Miramar. The Dominion newspaper described its opening as promising to turn “Miramar into the mecca of merry makers with its haunted castle, thrilling rides and fireworks displays.” The park’s former site, at the end of the road from Kate’s home, is now occupied by housing and Weta Studios.
That connection between Wellington’s early entertainment history and today’s creative precinct gives Wonderland Chocolate a narrative that feels genuinely local. The carnival spirit shows up in the turquoise branding and the cast of characters that grace each product, designed with Nelson graphic designer Chris Chisnall.
Bean to Bar in Lyall Bay
Every Wonderland product is made bean-to-bar in their Lyall Bay Junction factory, a process that takes around three days. The cacao beans arrive from the Dominican Republic through Crafting Markets or Vanuatu through Rautini, get roasted until they “smell like brownies” (Kate’s words), then are cracked, winnowed, refined, rested, tempered, and hand packaged.
The factory shop features glass panes so visitors can watch chocolate being made. It’s open Wednesday to Friday 10am to 5pm and Saturday 10am to 3pm.
All products are 100% plant-based, dairy-free, and gluten-free. There’s no dairy anywhere in the facility, which matters for people with serious allergies.
Award Cabinet Overflowing
In under two years, Wonderland Chocolate has accumulated recognition that would make established producers envious.
The 2024 NZ Inspire+ Artisan Awards named their products the Supreme Winner, beating over 700 entries. Head Judge Tania Walters noted the “mouthfeel, flavour, and texture” were so impressive that judges “didn’t initially realise that they were plant-based.”
Their Pineapple Chews took home Supreme Winner at the 2025 Vegan Chocolate Awards. The Hazelnut and Plum bar won Gold at the 2024 Outstanding Food Producer Awards.
Sourcing That Matters
The cacao beans and butter come from the Dominican Republic through Crafting Markets, a sustainable cocoa trading enterprise with a mission to transform trade by creating impactful direct linkages between cocoa-producing farmers and chocolate makers. The beans are grown in a biodiverse environment by 67 registered farmers, 20% of whom are female, with farmers receiving a greater share of value than conventional trade arrangements.
One practical note for gift boxes: Kate specifically advises against refrigerating her chocolate. It can cause condensation and sugar bloom. These products are designed to be shelf stable at room temperature.
Looking for Wonderland Chocolate as part of a custom corporate gift? Get in touch. You’ll also find their chocolate in our Wild About Wellington Gift Box.
