UK – Nestlé has launched a new line of its leading brand in the confectionery portfolio the “bespoke and handmade” KitKat bars, which will be available in almost 1500 different flavors in the UK.
The launch of the treats marks one of the confectionery giant’s biggest innovation for the Kitkat brand since the introduction of KitKat Chunky 20 years ago.
Nestle will be initially introducing the products in select stores including 30 John Lewis & Partners shops across the UK before being made available direct from Nestlé through a new online shop before the end of the year.
The company planning to avail the Kitkat bars through website in November – marking Nestle’s first direct-to-consumer offering for its UK confectionery business.
Customers will be able to create their own made-to-order eight-finger KitKat bar, choosing from four different chocolate varieties – milk, dark, white and ruby – and a host of ingredients including shortbread pieces, salted caramel chunks, honeycomb and rose petals.
In addition to the variants, the brand is also introducing six “special edition” KitKats, in flavours including gin and tonic and whisky and ginger in Japan.
A further eight ‘Best of British’ KitKat fingers inspired by British flavours like dandelion and burdock, marmalade, cherry bakewell and Eton mess will be exclusive to John Lewis & Partners.
John Lewis & Partners will offer the full range of ‘Special Editions’ KitKat bars in 30 shops.
“KitKat is our biggest brand and this is the biggest news for KitKat since the introduction of the KitKat Chunky exactly 20 years ago,” said Rabia Khan, head of KitKat Chocolatory for Nestlé UK & Ireland.
“The KitKat Chocolatory offers a whole new, premium KitKat experience as well as the chance to create your very own personalised break.”
As the confectionery division’s marks its first venture into the direct to consumer business, Khan said that the launch of the web shop will also give the company an opportunity to engage directly with customers.
Rachel Costello from John Lewis added: “I think our customers will love these exciting new flavours from such an iconic, much-loved brand and the experience of making their own KitKat. There are so many options that everyone can find their perfect flavour.”
The KitKat Chocolatory packaging is also customisable both in-store and online with a personalised name or message appearing on the front of packs.