KitKat is set to undergo its biggest transformation in nearly 90 years, as the iconic four-finger chocolate bar makes way for a new two-column sharing design. A new version of the beloved British chocolate will be available as a £1.35, 99g sharing bar with ‘multiple break-off pieces,’ Nestlé has announced.
Three flavours are now in stores: double chocolate, salted caramel, and hazelnut. The four-finger KitKat has been around for almost 90 years, first launched in 1935 by Rowntree’s of York. It is believed the idea came from a Rowntree worker who suggested creating a chocolate bar suitable for carrying to work.
The redesign indicates a significant shift for the brand, which has maintained its signature four-finger format since its inception. Nestlé’s KitKat division stated the new sharing bars were introduced to make it ‘easier to create moments of connection’ among consumers.
Some chocolate lovers on social media expressed excitement about the new range. One user chimed, ‘Oooooh, I have to sample them all!’ Another commented, ‘These look fun to try!!!’ A third added, ‘Waiting impatiently for my local shop to put them on the shelves. It says they’re in stock.’
A Nestlé spokesperson described the new bars as ‘an innovative and multi-sensory eating experience,’ with ‘deliciously light and creamy fillings’ and chocolate said to ‘melt effortlessly in the mouth.’ The marbled coating also creates ‘a stunning swirled effect’ for visually appealing treats.
Stephanie Scales, Marketing Manager for KitKat at Nestlé UK & Ireland, expressed the brand's intention: ‘We want KitKat fans to hit the pause button and really unwind at the end of the day… and what more delicious way to do this than by catching up with your favorite people and sharing a delicious treat?’
Scales emphasized, ‘KitKat has always been about those feel-good breaks, and now, with sharing bars, we’re making it even easier to disconnect and reclaim your evenings.’ This new direction aims not only to promote interaction but to cater to the contemporary urge to pause and savor life’s small pleasures.
The launch of the new sharing KitKat bars follows some consumer unrest after Nestlé announced plans to discontinue another popular chocolate bar. The company confirmed it would also be axing the plant-based version of KitKat due to low sales.
For many lifelong KitKat fans, the redesign is bittersweet. The original four-finger shape holds nearly nine decades of nostalgia, contributing to fond memories of snack times or sharing moments with friends and family.
Nonetheless, the refresh could invite a wider audience, particularly younger consumers craving new experiences with their candies. With the convenience of multiple break-off pieces, opportunities for sharing snacks will likely be enhanced, reinforcing the brand's communal ethos.
What are your views? Are you ready to embrace this iconic chocolate's new chapter? Or do you feel nostalgic for the classic four-finger format? Either way, as KitKat prepares to launch its new sharing bars, chocolate lovers are undoubtedly eager to taste what the next era of KitKat has to offer.