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What makes all the trendy Kit Kats exclusive to international markets?


Sep 2, 2023

In the world of Kit Kats, the flavors available vary greatly depending on where you are. Japanese stores, for example, offer unique flavors like salt lemon, caramel pudding, and melon, which are not commonly found in the United States at Target or Walmart. This is because Kit Kat is distributed by different companies in different countries. In the US, Hershey is in charge of Kit Kat, while Nestlé handles distribution internationally. As a result, there are different flavors and recipes worldwide, including even different versions of dark chocolate Kit Kat. While both companies offer traditional Kit Kats, it is the unusual flavors that create excitement and help keep Kit Kat relevant.

Nestlé has embraced partnerships and introduced numerous seasonal and regional flavors, particularly in Japan. Hershey, on the other hand, tends to be more conservative with new flavor launches, mainly focusing on the US market. As Nestlé continues to release new flavors globally, Hershey can rely on its classic favorites to maintain its presence at home. It is an interesting dynamic where Nestlé essentially markets for Hershey by offering unique flavors around the world.

The history of Kit Kat reveals that it was initially created by the UK candy company Rowntree’s in 1935. It was later renamed Kit Kat Chocolate Crisp. Hershey gained control over US distribution in 1970 through a deal with Rowntree’s, and Nestlé acquired global distribution rights in 1988. Today, Kit Kat remains a powerful brand, especially for Nestlé.

Nestlé has 13 Kit Kat manufacturing sites worldwide and develops different recipes to cater to local tastes. The company often partners with regional favorites to create unique flavors. In Japan, seasonal flavors have been particularly successful, with Kit Kat Japan launching hundreds of flavors over the years, including chestnut and sweet potato.

In the United States, Hershey takes a three-pronged approach to Kit Kat flavors. Everyday options like milk chocolate, dark chocolate, and white creme are available year-round. There are also seasonal offerings like raspberry creme and limited-time launches, such as the churro flavor this year. However, American consumers tend to prefer familiar flavors, which is why nostalgic candies like traditional Kit Kat bars remain popular.

In the end, people choose Kit Kat for the comfort and familiarity it brings. While it may be fun to try new and unusual flavors occasionally, the main appeal of Kit Kat lies in its reliability and ability to evoke feelings of nostalgia.

By Editor

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