Nestlé expands with UK first direct to consumer launch of Kit Kat Chocolatory
The Nestlé group will be offering luxury hand-crafted KitKats as the company makes a UK first into the direct-to-consumer market with the release of its luxury KitKat Chocolatory through 30 John Lewis & Partners shops across Britain.
In addition, it is also being made available at York’s Chocolate Story, as the founding city for the brand, before the range will then be rolled out through a new online shop before the end of the year.
The move brings with it a whole range of KitKat experiences including the option to create your own expertly handcrafted KitKat from a range of options in personalised packaging.
At the heart of KitKat Chocolatory is the eight-finger ‘Create Your Break’ option which offers nearly 1500 different flavour combinations from four different chocolate varieties; milk, dark, white and ruby, and a host of diverse ingredients including shortbread pieces, salted caramel chunks, honeycomb and rose petals. The range also boasts six delicious special edition flavours including ‘Zingtastic Gin and Tonic’ and ‘Springtime in Japan’ while a further eight ‘Best of British’ KitKat fingers inspired by Great British flavours like Dandelion and Burdock, Marmalade, Cherry Bakewell and Eton Mess are exclusive to John Lewis & Partners.
Rabia Khan, Head of KitKat Chocolatory for Nestlé UK & Ireland, said: “KitKat is our biggest brand and this is the biggest news for the series since the introduction of the KitKat Chunky exactly 20 years ago. “We know how much people enjoy experimenting with new and exciting KitKat flavours and the KitKat Chocolatory offers a whole new, premium KitKat experience as well as the chance to create your very own personalised break and have it delivered right to your door.”
John Lewis & Partners will offer the full range of ‘Special Editions’ KitKat bars in 30 shops. At its flagship shop on Oxford Street it will offer the ‘Create Your Break’ experience from a 2,000 sq ft pop up along with gift boxes of ‘Best of British’ KitKat fingers which will also be available at a pop up at its shop in the Trafford Centre, Manchester. Rachel Costello, John Lewis Partner and Gift Food Buyer, said: “I think our customers will love these exciting new flavours from such an iconic, much loved brand and the experience of making their own KitKat. There are so many options that everyone can find their perfect flavour. These special KitKats will make fun and unique Christmas gifts and stocking fillers.”
Later in the year, the KitKat Chocolatory web shop will launch just in time for Christmas with a personalised, luxury KitKat providing this year’s perfect gift for friends and family. Aside from the KitKat itself, KitKat Chocolatory packaging is also customisable both in-store and online with a personalised name or message appearing on the front of packs. KitKat Chocolatory is also coming to York, the worldwide home of KitKat, and the Chocolatory’s ‘Create Your Break’ option will be available inside the city’s ‘York Chocolate Story’ attraction from this week alongside the full range of ‘Special Editions’. York’s Chocolate Story takes visitors on a tour through York’s chocolate past and the history of confectionery in the city right up until the present day.
KitKat was invented in York back in 1935 when the first four-finger bar was introduced as the ‘Rowntree’s Chocolate Crisp’ before the name ‘KitKat’ was adopted a couple of years later. In the 84 years since, the brand has become a global phenomenon including in Japan where KitKat is considered lucky and, famously, has been made available in more than 300 weird and wonderful flavours since the turn of the millennium including purple potato, green tea, pumpkin and sake. Now, with the introduction of KitKat Chocolatory in the UK, KitKat fans on these shores will be able to explore nearly 1500 exotic flavour combinations for the very first time both in store at John Lewis and York’s Chocolate Story as well as from the comfort of their own homes through the KitKat Chocolatory web shop.