KitKat, the iconic chocolate brand owned by Nestlé, is undergoing significant changes, including the introduction of a new sharing bar design and the discontinuation of certain products.
In a move to encourage sharing, KitKat has unveiled a new 99-gram sharing bar featuring multiple break-off pieces. This design marks a departure from the traditional four-finger format that has been a staple since 1935.
Stephanie Scales, marketing manager for KitKat at Nestlé UK & Ireland, spoke about the inspiration behind the new format with The Scottish Sun, saying: “In today’s non-stop world, it’s far too easy to let the evenings disappear in a blur. We want KitKat fans to hit that pause button and really unwind at the end of the day… and what better way to do that than by catching up with your favorite people and sharing a delicious treat?” She added, “KitKat’s always been about those feel-good breaks and now with sharing bars, we’re making it even easier to disconnect and reclaim your evenings.”
In addition to the new design, Nestlé has announced the discontinuation of the Vegan KitKat bar. Launched in 2021, the Vegan KitKat was made with rice milk and was available in 15 European countries. Nestlé cites declining demand and increased manufacturing complexity as reasons for the decision. The Vegan KitKat will remain available in the UK and Ireland until summer 2025.
A Nestlé spokesperson commented on the decision: “We know that KitKat Vegan has been popular for those looking for dairy or vegan alternatives. Unfortunately, global demand has been reducing to the point that production was making manufacturing more and more complex and we have now made the difficult decision to discontinue the product,” as reported by Yahoo! News.
Despite the discontinuation, KitKat continues to innovate with new flavors. Recently, Nestlé introduced KitKat sharing bars in three distinct flavors: double chocolate, salted caramel, and hazelnut. These new bars feature crispy wafer fingers with flavored fillings and are coated in chocolate. Each piece can be easily broken off for sharing. The new flavors are available in Tesco stores for £1.50 each.
A Nestlé spokesperson emphasized the distinctive experience of the new format, stating: “These innovative bars provide a unique, and multi-sensory eating experience thanks to their delicious light and creamy fillings and chocolate that melts effortlessly in the mouth.” They further explained that the contrast in textures delivers “an exceptional experience,” enhanced by “the stunning swirled effect created by the marbled coating,” as reported by GB News.
In another development, KitKat has become the Official Chocolate Bar of Formula 1. This multi-year partnership aims to bring KitKat’s “Have a Break, Have a KitKat” message to a wider audience, leveraging the global appeal of Formula 1. The collaboration is set to launch during the 2025 season, coinciding with the 90th anniversary of KitKat and the 75th anniversary of Formula 1.
KitKat’s recent initiatives reflect the brand’s efforts to adapt to changing consumer preferences and expand its global presence. While some products are being discontinued, the introduction of new flavors and strategic partnerships indicates a dynamic approach to maintaining its position in the competitive confectionery market.