Fans of KitKat are reeling from news confirming the discontinuation of the beloved KitKat Vegan, announced as plans to revamp the classic chocolate bar are set to take effect this year. Nestlé, the confectionery giant behind the iconic four-finger chocolate bar, has decided to phase out the plant-based version of its classic treat due to decreasing demand, leading many fans to voice their concerns about the diminishing range of vegan-friendly options.
Initially launched in 2021 and crafted with rice-based milk alternatives and 100% sustainable cocoa, the KitKat Vegan was introduced to cater to the growing trend of veganism and provide dairy-sensitive consumers with chocolate options. Despite the excitement it generated when it hit the shelves, the spokesperson for Nestlé noted, 'Unfortunately, global demand has been reducing to the point where production was making manufacturing more and more complex, and we have now made the difficult decision to discontinue the product.' The KitKat Vegan will remain available until the summer, giving UK and Irish customers time to stock up.
The decision has sparked considerable backlash on social media. Many people are expressing their disappointment, including users on X (formerly Twitter), who lamented, 'Nah the vegan KitKat is being discontinued?! Why are we going backwards?' Another described the situation as 'devastated,' emphasizing the emotional toll the decision has had on vegan shoppers.
While the news about the vegan version may seem grim, there is some silver lining for chocolate enthusiasts. Nestlé is simultaneously launching its new KitKat sharing bars, marking the largest transformation of the brand in nearly 90 years. This redesign aims to cater to the growing trend of shared moments. The new bars, weighing 99g, will be available in three exciting flavors: double chocolate, salted caramel, and hazelnut.
According to Stephanie Scales, Marketing Manager for KitKat, the sharing bars are intended to make ‘it easier to create those moments of connection’ among friends and family. The idea is to make sharing enjoyable, especially during cozy evenings at home. With rich, creamy fillings and smooth chocolate, the new bars promise to deliver Night-time indulgence with varied textures, their marbled coatings hinting at the delightful experience consumers can expect.
The shift from individual bars to these new sharing varieties signifies a significant departure from the traditional KitKat four-finger format, which has been enjoyed by fans since its introduction by Rowntree’s of York back in 1935. Interestingly, KitKat was conceived following the suggestion of one of its workers, who wanted to provide something easy to fit inside a work bag. Fast forward to today, and this rebranding effort pays homage to the need for shared enjoyment.
Despite the celebratory launch of the new bars, the vegan segment of the chocolate market faces challenges. Numerous vegan options have been disappearing from the market, leaving many customers questioning why they have fewer choices. A commenter lamented, 'Just heard they might be stopping production of vegan KitKats in the UK and honestly man, I'm so tired of vegan options getting more and more limited recently.' It seems the elimination of KitKat Vegan will leave many with fewer alternatives and significant dismay at the loss.
Even some who initially missed the KitKat Vegan are now declaring their fondness for it, with one person stating, 'What?? I liked it more than the regular KitKat.' This sentiment was echoed across social media channels. Many who enjoyed the vegan option feel as if they are being forced to revert to the traditional offerings, and the emotional weight of this change cannot be overlooked.
Meanwhile, it appears the chocolate industry is experiencing mixed waves of sentiment, with some products making comebacks. Mars Wrigley recently announced the return of Milky Way Crispy Rolls, originally thought to be permanently discontinued. This reintroduction has stirred excitement among chocolate lovers, who have fond memories tied to the product. Potentially as shoppers grieve the loss of KitKat Vegan, they find refuge in the returning products.
These chocolate bars, available at various retailers, are expected to stir nostalgia among loyal fans. Supermarkets like Tesco and Iceland are capitalizing on these trends by stocking both newly launched products and beloved classics to entice customers. For example, Malaysia has started selling Milky Way Crispy Rolls, Twix Crispy Rolls, and Bounty Crispy Rolls together, catering to those longing for retro favorites.
The chocolate market seems to be at a crossroads where traditional flavors are contending with new expectations. Customers are eager to share, and companies are responding by offering enticing new formats. Yet the back-and-forth exchanges, sales data, and public sentiment about beloved classics, like KitKat Vegan, will likely influence how this plays out.
For KitKat fans worldwide, the discontinuation of the vegan option serves as both disappointment and motivation for chocolate lovers to speak out about their preferences. With changes on the horizon, the sweet treats will inevitably evolve. The question remains whether these changes will satisfy the shifting demands of the public or leave many still yearning for the comfort of their beloved chocolate bars.