On January 30, 2025, Nestlé announced the discontinuation of its Vegan KitKat bar, sparking disappointment among fans of the dairy-free chocolate candy. This decision marks the end of the product, known as KitKat V, which was introduced to satisfy demand for vegan alternatives and promote sustainable consumption.
The Vegan KitKat, which launched in February 2021, was made using rice milk and promised to deliver the same crispy wafer and smooth chocolate experience as its original counterpart, all the whilst being crafted with 100% certified sustainable cocoa. The bar boasted environmental benefits, having been produced with an 18% smaller carbon footprint than the traditional KitKat.
Despite its initial success, demand for the Vegan KitKat has faltered, prompting Nestlé to make the tough decision to pull the product from shelves globally, excluding the UK and Ireland, where it will remain available until the summer of 2025. A spokesperson for Nestlé stated, “We know the KitKat Vegan has been popular for those looking for dairy or vegan alternatives. Unfortunately, global demand has been reducing to the point of making production more complex. This led to the difficult decision to discontinue the product. We know there will be some disappointment; it will still be available in the UK and Ireland until the summer.”
Consumer reactions have been overwhelmingly negative, with many expressing dismay on social media platforms and community forums. The abrupt retreat from vegan options has reignited conversations around access to dairy-free treats, particularly among those with dietary restrictions. One contributor to the Facebook group Vegan Food UK lamented, “No! You are just cruel! It’s one of the only nice-tasting vegan chocolate products my daughter can eat without an allergic reaction.”
Alongside sentiments of sadness came calls for change, as another commenter suggested the company should offer the product at lower prices or place it alongside regular KitKats rather than segregate it to the ‘free from’ aisle. Others highlighted the difficulty of finding the product, especially in regional areas, indicating the product wasn’t as widely available as it could have been.
Despite its downfall, the KitKat Vegan was notable as one of the few mainstream chocolate bars to offer a plant-based alternative and has been celebrated for its taste and texture by various consumers. Nevertheless, the product faced criticism due to its higher price point compared to standard KitKats, making it unaffordable for some fans.
Nestlé has acknowledged the niche nature of the vegan chocolate segment within the broader market. Their spokesperson indicated, “The emphasis with the KitKat brand for the foreseeable future will be on classic chocolate variants, as they continue to be the preferred choice among consumers.” Such comments resonate sharply with those who feel increasingly frustrated at the reduction of vegan choices and the difficulty of maintaining lifestyle preferences.
Social media reactions have been swift, with many users expressing disbelief at the removal of such products. One user took to X (formerly Twitter), saying, “Can’t believe the Vegan KitKat has been discontinued; this is devastating.” Similarly, another user lamented, “Nah, the Vegan KitKat is being discontinued?! Why are we going backwards?” The underlying sentiment is one of frustration, as many see the discontinuation as yet another setback for vegan consumers.
Historically, the introduction of the Vegan KitKat felt revolutionary to many, yet its exit raises larger questions about the future of plant-based offerings within mainstream companies. The initial launch was part of Nestlé’s commitment to sustainability and their goal of achieving net-zero emissions by 2050, indicating the brand was trying to adapt to changing consumer demands and preferences for healthier, more environmentally conscious products.
Feedback from consumers suggests many are searching for more accessible vegan options, expressing concerns over the narrowing scope of plant-based choices available to them. Critics have often pointed out the challenges they face, with one user stating, “It’s getting harder to be vegan as the years go on and not easier!!”
Some customers have noted their intention to boycott the brand due to Nestlé’s controversial past, where the company faced backlash for its marketing of baby formula. This long-standing discontent resonates strongly with some who view the company through the lens of previous controversies.
While Nestlé has discontinued the Vegan KitKat, it remains hopeful to focus on its classic chocolate variants. This focus underlines the challenges of catering to niche markets within the broader confectionery sector where traditional offerings have continued to dominate consumer preferences. Traditional KitKats remain iconic, and the fate of their vegan counterpart serves as both a cautionary tale and reflection of broader trends within the food industry.
Looking toward the future, the question remains whether Nestlé or other major companies will see value enough to invest in plant-based alternatives, especially as shifting dietary preferences continue to garner attention and demand. With so many vocal consumers advocating for change, it is yet to be seen whether this discontinuation will lead to new vegan offerings or serve as a reminder of the struggles faced by non-dairy chocolates.