Independent convenience retailers could see new shopper interest and incremental sales as Nestlé’s flagship confectionery brand, KitKat, celebrates its 90th anniversary with a wave of innovation and global campaigns.
KitKat, which began life in York on 29 August 1935, has grown into its leading confectionery brand by both revenue and brand value, selling over 5 billion bars annually in more than 85 countries. Known worldwide for its iconic ‘Have a break, have a KitKat’ tagline, the brand has evolved with more than 300 flavour variations and formats – ranging from traditional four-finger bars to ice creams, cereals, drinks and spreads.
For retailers, the latest development is the KitKat tablet, recently launched in Europe. With chocolate tablets now the second most popular format in the region – valued at CHF 7.5 billion (£7bn) – Nestlé is positioning KitKat to capture demand for indulgent, shareable treats. The format is designed to target at-home and end-of-day consumption occasions, broadening usage beyond the classic on-the-go break.
The brand is also leveraging collaborations to boost consumer engagement, including KitKat Nescafé Mocha and KitKat Chunky Funky, aimed at younger shoppers. Major partnerships – such as with Formula 1, Netflix, Spotify and esports platforms – are expected to widen KitKat’s reach, particularly among Gen Z audiences.
“Effective marketing with a consistent message is crucial for continuously winning over consumers across geographies,” said Rouven Lochmüller, KitKat global brand manager.
“Global campaigns, such as the recently launched 'Break Better' campaign which encourages people to have better breaks, is another example of how the 'have a break' positioning has remained the cornerstone of the brand, even as it adapts to present-day culture.”
Here in the UK, the brand recently teamed up with nostalgic movie rental brand, Blockbuster, to create an immersive experience. Brits were encouraged to step away from their everyday life and rewind to a simpler time to celebrate the launch of its new format sharing bars and encourage people to take a more meaningful break. The activity saw over 6000 members of the public drop in, highlighting the continued strength and resonance of the brand, with both existing KitKat fans as well as new generations.
A brand with British heritage and global appeal
The home of the KitKat, York, has a rich chocolate-making history. Once nicknamed the Chocolate City, it’s where KitKat was originally invented by Rowntree’s and where it is still made today. Thanks to an employee suggesting an idea for a chocolate bar that could easily fit in a lunch box, the bars made their first appearance back in 1935. The name originates from an eighteenth-century pastry cook called Christopher Catling, or Kit Cat as he was more commonly known.
90 years later, Nestlé York makes up to four million KitKat bars every day, all designed, developed and delivered here by its team of chocolate experts.
Giles Naish, the great-great-grandson of confectionery pioneer, Joseph Rowntree, and confectionery innovation project lead in York today, proudly showcases the generational legacy and values that underpin Nestlé’s presence in York in Nestlé’s recent Good for Britian, Good for the Future campaign.
Giles Naish
“We're constantly innovating and coming up with new ideas, so when you see a new product in a shop somewhere, you can think that actually the idea will have been developed here in our kitchens and factory,” Naish said.
“Next time you have a break and have a KitKat, you're enjoying 90 years of history that started here in York and continues as one of Britain's success stories.”
Scott Coles, managing director for Nestlé Confectionery in the UK and Ireland, commented: "To think KitKat started here in York 90 years ago and has grown into a multi-billion-pound, global brand is something we're all incredibly proud of.
"York is still home to our confectionery business and factory where we employ more than 2,000 people and make millions of KitKats every single day.
"KitKat is a true British success story and, while 90 years is an impressive milestone, I'm sure KitKat will be helping the people of Britain have a break for many decades to come."