Nestlé is tapping into the growing consumer demand for indulgent and shareable chocolate experiences with the launch of its new KitKat tablets in Europe. Valued at CHF 7.5 billion, tablets are the second most popular chocolate format in the European market, experiencing a remarkable growth of CHF 1.4 billion over the past two years.
A New Way to Enjoy KitKat
KitKat has long been associated with providing consumers a well-deserved break during the day. Now, the brand is expanding its reach to new occasions, such as unwinding at home after work or sharing a moment with loved ones on weekends. The introduction of KitKat tablets offers a multisensory experience, combining the brand’s signature crispy wafer with creamy fillings and a visually appealing marbled chocolate design.
Stefano Agostini, Head of Confectionery Nestlé Zone Europe, emphasized the opportunity to revitalize the filled tablet segment. “The new KitKat tablets are breaking the codes of the more conservative tablet segment and making them more attractive to younger shoppers, which should drive growth. KitKat is one of Nestlé’s most successful brands, and we are confident that its brand power will enable it to expand into new segments while reinforcing its position as a leading chocolate brand.”
The new KitKat tablets will be available in three enticing flavors:
- Double Chocolate
- Hazelnut
- Salted Caramel
Innovation at the Heart of KitKat’s Expansion
Nestlé leveraged its chocolate expertise at the R&D center in York, UK, to develop the light and creamy fillings that create a delightful texture contrast between the chocolate shell and fillings. Louise Barrett, Head of Nestlé’s R&D center for Confectionery York, highlighted the innovation behind these tablets: “Our marbling know-how allows us to precisely blend different chocolate masses, resulting in stunning swirl patterns that enhance visual appeal.”
Investment in Manufacturing and Global Expansion
To support the production of these new tablets, Nestlé invested EUR 44.2 million in its KitKat factory in Sofia, Bulgaria. Opened in November 2024, the facility will produce an additional 10,000 – 20,000 tons of chocolate annually for export to 29 European countries, Canada, and South Africa. This investment has also generated approximately 70 new jobs in Bulgaria. Overall, Nestlé has spent EUR 100 million upgrading its KitKat factories across the UK, Bulgaria, and Germany to enhance production capabilities.
Commitment to Sustainability
Nestlé’s sustainability goals are central to this launch, as the new KitKat tablets use cocoa mass sourced from cocoa-farming families enrolled in the company’s income accelerator program. This initiative aims to close the living income gap for cocoa farmers while reducing child labor risks by incentivizing positive agricultural and household practices. Early results from the KIT Institute in 2024 indicate a 38% increase in family income after 18 months.
90 Years of KitKat: Younger Than Ever
This milestone launch coincides with KitKat’s 90th anniversary. Originally introduced in York in 1935 as ‘Rowntree’s Chocolate Crisp,’ the brand adopted the KitKat name a few years later. Over the decades, its ‘Have a Break, Have a KitKat’ slogan has cemented its place in chocolate history as a champion of the importance of taking a moment to pause.
The new KitKat tablets are currently available in the United Kingdom and will roll out across key European markets, Canada, and South Africa starting in February 2025. With its innovative approach and strong market presence, KitKat continues to evolve, ensuring its place as a favorite treat for chocolate lovers worldwide.
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