In the last issue of Going Places, we asked readers to create a new flavor for the award-winning line of William Dean Chocolates. The contest’s response was overwhelming, with over 2,500 suggestions made here in the Community.
Some flavors were traditional—peanut butter, cheesecake and blueberry. Others were not only unique, but a little surprising: hot dog, tofu, grilled onions and broccoli. (They may have been confused with the deli contest held next door!)
Acclaimed chocolatier William Brown spent days combing through the many scrumptious and inventive suggestions with his team. They actually prepared a number of samples to determine if they could capture the essence of the flavor suggested. In the end, they narrowed it down to 10 semi-finalists.
Judging was held in September at Datz Deli in Tampa, FL. Among the judges were: Academy Award-winner Whoopi Goldberg (via phone); President of Whoop Inc. Tom Leonardis (via phone); Dessert Professional editor Tish Boyle (via phone); Chris Ponte,
renowned chef & owner of Café Ponte; Holly Tomlin, owner of Tomlin Staffing; Dean Darby Dickerson of Stetson University College of Law; Bay News 9 anchor Veronica Cintron; WTSP reporter Preston Rudie; Chef Heather Stalker of Datz Deli; and myself, to represent Going Places—and to eat a bunch of chocolate.
Each judge and guest were given a plate of the 10 flavors, decorated simply so as not to sway votes on appearance. (Dean’s chocolates are renowned for their visually spectacular designs.)
When the votes came in, it was a three-way tie. Now it was time to reveal Whoopi’s secret ballot, along with chocolate connoisseur Leonardis.

Their vote was cast just prior to the event. Both had great comments on each flavor, but one was a particular favorite for Goldberg...
“Apple Pie. Our number one! FAVORITE. Before I put this in my mouth, I said, ‘Nobody can do apple pie. Not in gum, not in candy, and certainly not chocolate.’ You blew us away.” Apple pie took the cake...er, contest!
Congratulations to June Tray of Port Richey and Lisa Zlotziver of Fort Lauderdale, FL. They both suggested Apple Pie (Lisa added a cinnamon twist, while June's was a great "All American". They both have received a $250 gift card, to be used for a 100+ piece assortment of chocolates - or a variety of cholates.
We apologize that we incorrectly named Lisa as the official winner. Bill from WD chose and began testing the "Cinnamon Apple Pie" flavor and this was the working name of the new chocolate. When he began finalizing the list of choices and names, he opted for just "Apple Pie"...when this happened
, we should have gone back and checked to see whether there was someone with just Apple Pie, but unfortunatley, didn't realize there was another apple pie suggestion made prior to Lisa's. I apolgoize for the confusion. We have awarded both the top prize. Thanks to everyone for entering!
New Flavor: Apple Pie
J. Tray / L. Zlotziver
(Semi-finalists—Each received a 20-piece box of chocolates.)
- Creamsicle
- Gingerbread
- Lemon & Basil
- Mojito
- Burnt Sugar & Bourbon
- Guava & Banana
- Mango & Mint
- Cardamom & Pistachio
- Hot Chocolate & Marshmallow
You be the Judge…
Brown was so impressed with the final assortment of unique flavors, he’s adding to his line a limited-edition 20-piece box called “AAA Creations”. The boxed chocolates will be specially priced for AAA members.
To order: williamdeanchocolates.com or call (727) 593-0656.