Experimental tastes
Globally, 650 KitKat fingers are consumed every second worldwide and, in Japan, the brand has been the country’s favourite chocolate since 2012.
Its success has been fuelled by the launch of hundreds of unusual and innovative special edition flavours to meet Japanese consumers’ experimental tastes and sense of style.
KitKat fans in Japan have been able to choose from varieties including Purple Potato, Cinnamon Cookie, European Cheese, Bean Cake and Wasabi - unwrapping sticks of pale green, delicate pink and lilac chocolate that look and taste very different from those anywhere else in the world.
These special varieties are available only in certain regions of Japan, using ingredients and flavours linked to the local area. KitKat Kobe Pudding, for example, has a creamy custard pudding flavour, with a hint of citrus and is only available in Kobe.