2. Milk / Dark / White Chocolate: Kit Kat’s use of milk, dark and white chocolate variances in its products is a POP for the brand as it is one of the features which helps Kit Kat target a range of different consumers. This feature is also seen in Ferrero Rocher, which provides milk and dark chocolate variations. On the other hand, M&Ms provides a range of flavors through its difference in fillings: plain chocolate, peanut, and wafer.