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Break Me Off a Piece of That … What? Japan’s Kit Kat Obsession Created Some Whack Flavors

University of Tokyo students display a large sized Kit Kat chocolate bar. AFP/Getty Images

University of Tokyo students display a large sized Kit Kat chocolate bar. AFP/Getty Images

Olivia Lambert writes: Japan’s crazy obsession with Kit Kat chocolate bars has reached new heights.

Already the world leader, Japan’s first Nestle factory in 26 years is opening in the country to cater to the exotic flavor demand.

It is the number one selling chocolate bar, with 4 million pieces (two fingers) purchased every day. There are even 30 varieties on the market.

Some of the bizarre but delicious sounding flavors are green tea, strawberry maple, rum and raisin, roasted tea and strawberry.

Kit Kats have become so massive in the country, Japan has even branched out from the chocolate bar, selling Kit Kat branded cheese cakes, Kit Kat sandwiches and even Kit Kats that you can bake.

A spokesman for Nestle Japan said Kit Kat had even released limited edition flavors on certain holidays, including pumpkin, carrot cake, wasabi and purple potato.

“In the past, we also featured varieties with soy sauce or miso,” spokesman Takuya Hiramatsu told news.com.au.

Japan even opened Kit Kat Chocolatory shops, dedicated to selling specialty flavors.

Kit Kats have become one of Japan’s major tourist attractions and the new factory built to cater for the Kit Kat demand was opened at the beginning of this month.

Green Tea (Matcha) Kit Kats are extremely popular in Japan.Getty Images

Green Tea (Matcha) Kit Kats are extremely popular in Japan.Getty Images

“Kit Kat is a global chocolate brand familiarly enjoyed in more than 100 countries around the world. In Japan, it gains strong support from not only domestic customers, but also foreign visitors to Japan,” a statement said.

“Kit Kat is the number one chocolate brand in Japan.

“We newly built the factory to respond to further demand increase from home and abroad by strengthening supply system.”

Hiramatsu said Kit Kat sales for 2016 had increased 50 percent in 2010.

“Premiumization is one of Nestle’s global key growth pillars. For Japan this is particularly relevant as we are operating in a highly saturated market environment,” he said.

“Nestle Japan is the first market to develop Kit Kat as a premium brand. For more than 15 years we have been promoting premiumization by flavor varieties, regional souvenir series and eventually … (read more)

via New York Post

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