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Security officers guard chocolate milk in supermarkets as people are fighting for it

By Mason White 3:01 PM October 28, 2014
Lewis Road Creamery’s chocolate milk 

By: Wayne Morin
Supermarkets in New Zealand, were forced to hire security guards for their refrigerators as people began fighting for chocolate milk.

Security personnel are monitoring refrigerators due to the unprecedented demand for a new brand of chocolate milk.

The Lewis Road Creamery introduced a new fresh chocolate milk, and the demand is so great that customers are lining up for new deliveries.

Owner Jason Witehira of Auckland, said that the stock of chocolate milk runs out every day, since its launch three weeks ago.

The company launched a Facebook page, where they let people know when and where they will be delivering the chocolate milk so that customers can buy them.

However, that plan backfired. Each supermarket received about 500 bottles of chocolate milk every morning, and within 90 minutes they all ran out.

People lined the aisle of the supermarket every day, in hopes of getting their hands on chocolate milk, and the weekends were particularly busy.

The company was surprised by the overwhelming positive response it got from its customers and is working to increase production.

For now, supermarkets have a 1 or 2 limit of chocolate milk per customer.

On their Facebook page, Lewis Road Creamery wrote:

“As you know, we’ve been posting a list of daily deliveries of our chocolate milk in order to help you find it. The problem is that we seem to have created a bigger issue than we’ve solved!

“The logistics of production and delivery coordination has meant that our delivery information is less than perfect, which leaves stores having to explain out-of-stock issues beyond their control and leaves you often expecting to find supplies when they either haven’t arrived or they’re immediately sold out.

“Our solution isn’t particularly elegant, but it should work. Firstly, we’re going to stop posting daily delivery details. Secondly, we’re encouraging our retailers to limit sales to two bottles per customer.

“Thirdly, we’re working every hour possible to increase supply. Day by day we’re getting better at this! Yes, we’ve got a long way to go. Thanks for your patience.”