KIT KAT

Kit Kat is a famous brand owned by Nestlé which produces chocolate biscuits. It's composed of three biscuit layers covered by chocolate.

It's the same recipe all around the world except in Japan where we can find a huge range of flavours.

Kit Kat is very popular in Japan because its brand name is by coincidence associated with the Japanese expression "kitto katsu" which means "you will surely win". Consequently, it entails an increase in sales because parents and children buy it for school examination day!

Even if another pronunciation of the Kit Kat brand is "kitto katto" and means "you will surely miss the cut", Kit kat remains a very innovative and unique brand in Japan and people seem to keep "kitto katsu" in mind (hopefully for the brand).

What I thought unbelievable when i went in a convenient store, it was the impressive number of flavours. Neither in France nor elsewhere i saw such a variety of this product.

In France we can find only one flavour, the chocolate bar and that's it. Whereas in Japan it's crazy, the product presents a important variety of different flavors.

Therefore, Kit Kat launched flavours such as melon, vanilla, grape, apple, banana, green tea, caramel , cherry blossom, azuki or maple syrup!!

personal sources

When I saw all these flavours, I thought it was limited editions on a really short term, but after having searched I realized that in Japan very few of classical chocolate Kit Kat bar were available. It's not limited editions but a very innovative brand extension, it's in fact special edition.

After having tasted some of the flavours like green tea, apple or kiwi; I must admit it was not that disguting I was thinking about. That's not that nice but still funny to taste it. For instance, for the green tea flavour, even the bar itself is green.

What I think astonishing is also the promotion activities of the brand!! Indeed, Nestlé created a music label in 2005 and packaged the product with CD singles. Other innovative marketing technic is the packaging of the Kit Kat bars with mini book written by a japanese famous writer, Koji Suzuki. Those marketing technics lead in making of the Kit Kat the first selling biscuit in Japan.

Finally Kit Kat decided to launch regional flavours, therefore the mango flavoured Kit Kat is available only in Kyushuu and Okinawa.