Nestlé is launching a new line of “bespoke and handmade” KitKat bars in the UK in up to 1,500 different flavours – a move described as the biggest development for the brand since the introduction of KitKat Chunky 20 years ago.
The KitKat Chocolatory will arrive in 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 web shop will mark Nestlé’s first move into a direct-to-consumer offering for its UK confectionery business.
At the heart of KitKat Chocolatory is the eight-finger ‘Create Your Break’ option, which offers nearly 1,500 different flavour combinations from four chocolate varieties – milk, dark, white and ruby – and a host of diverse ingredients including shortbread pieces, salted caramel chunks, honeycomb and rose petals.
The range also boasts six ‘Special Editions’ flavours such as zingtastic gin and tonic and springtime in Japan, while 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.
“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.
KitKat Chocolatory includes the eight-finger ‘Create Your Break’ option, which offers nearly 1,500 flavour combinations from four chocolate varieties.
“We know how much people enjoy experimenting with new and exciting KitKat flavours and the KitKat Chocolatory offers a whole new, premium KitKat experience as well as the chance to create your very own personalised break and have it delivered right to your door.”
John Lewis & Partners will offer the full range of ‘Special Editions’ KitKat bars in 30 shops.
Rachel Costello, John Lewis partner and gift food buyer, 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. These special KitKats will make fun and unique Christmas gifts and stocking fillers.”
The KitKat Chocolatory web shop will launch in time for Christmas. Aside from the KitKats themselves, KitKat Chocolatory packaging is also customisable both in-store and online with a personalised name or message appearing on the front of packs.
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