Chocolate-maker Whittaker’s decision to rename one of its chocolate blocks is an example of a modern day magic trick. You need at least a Silver membership plan to access Insight articles. Username or E-mail Password Remember Me Forgot Password Nathan Smith Nathan Smith is a former business journalist and columnist at the NBR. He also worked as the chief editor at the New Zealand Initiative policy think tank. He is now a freelance writer and copy editor. More by Nathan Smith