Skip to content
Brand AI

Haigh's Chocolates

Request correction

Corporate brand

Unclaimed

An Australian family-owned bean-to-bar chocolatier founded in Adelaide in 1915.

Last updated August 31, 2026

AI crawler reads

No AI crawler has read this profile yet.

Overview

Haigh's Chocolates is an Australian family-owned chocolate manufacturer and retailer headquartered in Adelaide, South Australia. Founded by Alfred Ernest Haigh on 1 May 1915, the company developed from a single Adelaide confectionery shop into one of Australia's best-known specialist chocolate businesses. Its operations combine chocolate manufacturing, branded retail stores, online sales, visitor experiences and seasonal gifting. The company's first shop opened at 34 King William Street in Adelaide. In 1922, the business moved a short distance to Beehive Corner, at the intersection of Rundle Mall and King William Street. The Beehive Corner location became an enduring part of the brand's identity, and the original shop's decorative character has been preserved. After Alfred Haigh died suddenly in 1933, his son Claude Alfred Haigh became managing director and led the business until his retirement in 1959. A major later turning point came with the involvement of Alfred Haigh's grandson, John Haigh. Seeking to strengthen the manufacturing side of the business, John trained in chocolate production with Lindt & Sprüngli in Switzerland. He subsequently served as managing director from 1959 to 1990 and helped reinforce Haigh's focus on in-house, bean-to-bar production and product development. During the 1950s and 1960s, the company's chocolates were sold in cinemas by mobile tray sellers. As cinema attendance changed, Haigh's pursued geographic expansion, including entry into Melbourne. The fourth generation of the Haigh family has also held senior roles. Alister Haigh became chief executive in 1995 and remained in that position until 4 August 2025, after which he continued as a board member. Simon Haigh and Sara Fitzgerald are also associated with the fourth-generation family leadership. Peter Millard became the first chief executive in the company's history appointed from outside the family. Haigh's product range includes chocolate bars and blocks, loose chocolates, boxed assortments, seasonal confectionery and gift products. The brand sells through company-operated stores and its online channel, which has been operating since October 2014. Its retail network spans South Australia, Victoria, New South Wales and the Australian Capital Territory, with prominent locations in Adelaide, Melbourne, Sydney and Canberra. As of September 2025, the company had 22 retail and online stores and employed approximately 900 people. Manufacturing capacity has been a continuing strategic priority. In December 2023, Haigh's announced plans for a purpose-built factory at Salisbury South. The facility opened on 16 September 2025 and increased stated annual production capacity from approximately 1,100 tonnes to 2,000 tonnes. The company also operates a visitor-centre retail experience at its Parkside manufacturing site, where customers can view aspects of chocolate production. The brand positions itself around Australian heritage, family ownership, specialist manufacturing, premium gifting and direct retail presentation. It has supported cocoa-related community initiatives in Vanuatu, including Alternative Communities Trade in Vanuatu and local chocolate maker Aelan, and has worked with regional cocoa farmers. Haigh's has also produced a single-origin Vanuatu chocolate bar. Since Easter 1993, it has sold a chocolate Easter Bilby, with part of the proceeds donated to the Foundation for Rabbit Free Australia. This product connects the brand's seasonal confectionery business with an Australian wildlife-conservation message. Haigh's has received industry recognition including induction into the Food South Australia Hall of Fame in 2012 and a consumer award at the South Australian Premier's Food and Beverage Industry Awards in 2022. The company remains active as an independent Australian chocolate maker with a national specialist retail presence.

History

Haigh's Chocolates began on 1 May 1915, when Alfred Ernest Haigh opened a confectionery shop at 34 King William Street in Adelaide. The business soon established a permanent association with central Adelaide after moving in 1922 to Beehive Corner, where Rundle Mall meets King William Street. That location remains one of the company's most recognizable retail sites, and elements of the original interior have been retained as part of the brand's heritage. Alfred Haigh's sudden death in 1933 brought his son Claude Alfred Haigh into the leadership of the business. Claude served as managing director until 1959, maintaining the Adelaide-based operation through the middle decades of the twentieth century. In the 1950s and 1960s, Haigh's products were sold in cinemas by tray sellers, known as Tray Girls and Tray Boys. This gave the company a distinctive route to consumers beyond its shops. When cinema-going patterns changed, the business looked to other forms of distribution and began expanding outside South Australia, including into Melbourne. John Haigh, Alfred's grandson, became managing director in 1959. He wanted the company to develop its chocolate-making capabilities rather than functioning primarily as a retailer. To gain technical knowledge, he studied chocolate manufacturing with Lindt & Sprüngli in Switzerland and brought production experience back to Australia. During his leadership, Haigh's strengthened its identity as a manufacturer making chocolate in-house and continued building a family-controlled business with a premium specialist reputation. John remained managing director until 1990. The company entered another phase of family leadership under Alister Haigh, who became chief executive in 1995. The business expanded its branded retail footprint across major Australian cities while continuing to operate from South Australia. Its network came to include stores in Adelaide, Melbourne, Sydney and Canberra, with locations in heritage arcades, shopping centres and central business districts. Haigh's also developed a visitor-centre experience at the Parkside factory site, allowing customers to connect retail purchases with the manufacturing story. Online retail became part of the company's sales model in October 2014. This channel supplemented the physical store network and allowed Haigh's to serve customers across Australia with its standard, seasonal and gift ranges. The company's product portfolio includes bars, blocks, loose chocolates, boxed selections and special-event products, particularly for Easter and Christmas. Haigh's has used selected products and partnerships to express an Australian identity. Since Easter 1993, its chocolate Easter Bilby has served as an alternative to the Easter Bunny and has generated donations for the Foundation for Rabbit Free Australia. The company has also supported Alternative Communities Trade in Vanuatu, worked with the Vanuatu chocolate maker Aelan and engaged with local cocoa farmers. A single-origin Vanuatu bar emerged from this cooperation, linking the brand's premium product development with regional sourcing and community support. In December 2023, Haigh's announced plans for a purpose-built factory at Salisbury South. The facility opened on 16 September 2025 and increased the company's stated annual production capacity from around 1,100 tonnes to 2,000 tonnes. The investment represented a manufacturing-capacity expansion while preserving the company's South Australian production base. Leadership also began to broaden beyond the founding family in 2025. Alister Haigh stepped down as chief executive on 4 August 2025 but remained on the board. Peter Millard became the first chief executive in the company's history appointed from outside the family. Fourth-generation family members including Simon Haigh and Sara Fitzgerald continued to serve on the board, indicating a transition from direct family executive management toward family ownership and governance alongside external operational leadership. By September 2025, Haigh's reported 22 retail and online stores and approximately 900 employees. Its physical network included seven South Australian stores, six in Melbourne, seven in Sydney and one in Canberra, alongside online sales. The company has been recognized through its 2012 induction into the Food South Australia Hall of Fame and a 2022 consumer award at the South Australian Premier's Food and Beverage Industry Awards. Haigh's remains an active, privately held Australian chocolatier whose identity rests on longevity, family continuity, in-house production, premium gifting and a strong Adelaide heritage.

  • 2025

    New Salisbury South factory opens

    [1]

    The facility opened on 16 September and increased stated annual production capacity to 2,000 tonnes.

  • 2025

    First external chief executive appointed

    [1]

    Peter Millard became the first chief executive appointed from outside the Haigh family after Alister Haigh stepped down from the role.

  • 2023

    Salisbury South factory announced

    [1]

    Haigh's announced plans for a purpose-built production facility at Salisbury South.

  • 2022

    South Australian food-industry award

    [1]

    The company received a consumer award at the South Australian Premier's Food and Beverage Industry Awards.

  • 2014

    Online sales launch

    [1]

    Haigh's began selling its chocolate range online in October 2014.

  • 2012

    Induction into Food South Australia Hall of Fame

    [1]

    Haigh's was inducted into the Food South Australia Hall of Fame.

  • 1995

    Alister Haigh becomes chief executive

    [1]

    Alister Haigh assumed the chief executive role during the company's fourth-generation family era.

  • 1993

    Easter Bilby program begins

    [1]

    Haigh's began selling a chocolate Easter Bilby, with part of the proceeds directed to the Foundation for Rabbit Free Australia.

  • 1990

    End of John Haigh's managing-director tenure

    [1]

    John Haigh's period as managing director concluded after more than three decades.

  • 1959

    John Haigh begins managing-director tenure

    [1]

    John Haigh took over as managing director and later applied manufacturing knowledge gained through training with Lindt & Sprüngli in Switzerland.

Products and positioning

Premium Australian family-owned chocolatier combining in-house bean-to-bar manufacturing, heritage retail locations, seasonal gifting and Australian community and conservation associations.

  • Packaged chocolate

    Chocolate bars and blocks

    Haigh's produces packaged chocolate in bar and block formats across its regular and selected-origin ranges. These products form part of the company's everyday retail assortment and are sold through its stores and online channel.

  • Chocolate confectionery

    Loose chocolates

    Loose chocolates are sold as individual pieces and can be selected as mixed assortments. The format supports the brand's specialist-shop positioning and is suited to personal purchases, sharing and gift presentation.

  • Seasonal confectionery

    Seasonal and gift chocolates

    The company offers seasonal and gift-oriented confectionery for occasions including Easter and Christmas. These products extend the brand beyond everyday chocolate consumption and are an important part of its specialist retail and gifting identity.

  • Easter confectionery · 1993

    Chocolate Easter Bilby

    Introduced in 1993, the chocolate Easter Bilby provides an Australian alternative to the traditional Easter Bunny. Part of the proceeds supports the Foundation for Rabbit Free Australia, connecting seasonal sales with conservation fundraising.

  • Single-origin chocolate

    Single-origin Vanuatu chocolate bar

    Haigh's has produced a single-origin Vanuatu chocolate bar through cooperation with Vanuatu-based partners, including Aelan and regional cocoa-farming communities. The product reflects the company's interest in origin-specific chocolate and community-linked sourcing.

Marketing campaigns

  • 1993Easter Bilby

    Australia

    Haigh's introduced a chocolate Easter Bilby as an Australian alternative to the Easter Bunny. The initiative has an environmental and fundraising dimension, with part proceeds donated to the Foundation for Rabbit Free Australia.

    Outcome. The Easter Bilby became a continuing seasonal product and a recurring association between Haigh's Easter range and Australian wildlife conservation.

    Source
  • Vanuatu cocoa and chocolate partnership

    Australia · Vanuatu

    Haigh's supported Alternative Communities Trade in Vanuatu, worked with local chocolate maker Aelan and engaged with cocoa farmers in the region. The collaboration included development of a single-origin Vanuatu chocolate bar.

    Outcome. The partnership expanded the brand's community and origin-sourcing activities, although the available reference does not specify commercial results.

    Source

Brand decisions

  • 2025

    Appoint the first external chief executiveOther

    Background

    Haigh's had been led by members of the Haigh family for much of its history.

    Action taken

    Alister Haigh stepped down as chief executive on 4 August 2025, remained on the board, and was succeeded by Peter Millard, the company's first chief executive appointed from outside the family.

    Aftermath

    Family participation continued through board roles held by Alister Haigh, Simon Haigh and Sara Fitzgerald while day-to-day executive leadership broadened beyond the family.

    Source

  • 2023

    Plan a new Salisbury South factoryStrategy

    Background

    The company sought additional manufacturing capacity while retaining its South Australian production base.

    Action taken

    Haigh's announced plans in December 2023 for a purpose-built factory at Salisbury South.

    Aftermath

    The facility opened in September 2025 and raised stated annual capacity from approximately 1,100 tonnes to 2,000 tonnes.

    Annual chocolate production capacity. 1100 tonnes → 2000 tonnes (Following the factory opening on 16 September 2025)

    Source

  • 2014

    Add online retail to the store networkStrategy

    Background

    Haigh's had historically relied heavily on its specialist physical stores and Adelaide manufacturing heritage.

    Action taken

    The company began selling its chocolate range online in October 2014.

    Aftermath

    Online sales complemented the retail network and broadened access to Haigh's products across Australia.

    Source

Sources2 sources

  1. 1Haigh's Chocolatesen.wikipedia.org
  2. 2Haigh's Chocolates official websitehaighschocolates.com.au

Cite this profile: Cite the canonical profile. /brand-wiki/haighs-chocolates · Editorial policy · How profiles are compiled