New Zealand's fleeting love affair with Jelly Tip chocolate is set to end in heartbreak.

Local chocolate maker Whittaker's said the new flavour, which hit supermarket shelves last week to great fanfare, is expected to sell out by the end of this week.

And when they said it was limited edition, they meant it. Whittaker's marketing manager Holly Whittaker said all 850,000 Jelly Tip blocks made were sold to retailers in one week - the equivalent of four weeks' worth of the company's entire 250g block range.

"We expected to have Jelly Tip on sale for four to eight weeks, but the response from chocolate lovers massively exceeded expectations," Whittaker said.

READ MORE: * Whittaker's Jelly Tip hits supermarket shelves

* What could be the next new chocolate flavour?

"As this was a limited release for Jelly Tip July with just one production run, we unfortunately cannot produce any further stock in the short term. As a New Zealand-owned company with one factory in Porirua, we have commitments to our other popular chocolate flavours to return to."

Whittaker's is becoming known for its quirky mash-ups with other iconic New Zealand products.

Last year, the brand teamed up with the Lewis Road Creamery to produce a chocolate milk so popular that security guards had to be employed to monitor supermarket fridges.



In 2013, it combined with L&P to create a chocolate based on the fizzy beverage.



Also in 2014, the chocolate maker created a Cookie Bear Hundreds and Thousands block to taste like the Griffin's biscuits.







Meanwhile, there is no end in sight to the chocolate hybrid craze, with Cadbury announcing on Monday the launch of a new block combining Dairy Milk and Jaffas.

While this news may do little to comfort Jelly Tip fans, the pain may not last forever. Whittaker hinted that Jelly Tip could eventually return due to popular demand.

The chocolate war looks set to continue.

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