Blog: KitKat wrappers pass for train tickets in Japan
Hannah Abdulla | 12 June 2014
KitKat wrappers can be used as tickets on one railway network in Japan
Nestle has teamed up with the Sanriku Railway to enable train travellers to use Kit Kat wrappers as tickets.
The move comes as part of a scheme to rejuvenate tourism in a part of the country devastated by the earthquake and tsunami three years ago.
People using the Sanriku Railway network can buy the special packs of Kit Kat at a lower price than a standard ticket. It is the first time a Japanese rail company has allowed chocolate bar packaging to be used as a valid travel pass.
Nestle claims Kit Kat is quite widely gifted between Japanese citizens as a "message of good luck because the brand's name is similar to the Japanese phrase "Kitto-Katsu", which translates as "you will surely win".
Following the tsunami, the rebuild team received Kit Kat products from fellow citizens "as a form of encouragement". Nestle then started working with the Sanriku railway, donating 20 yen per bar to the rebuilding project. Kit Kat also decorated two trains and two train stations with paintings of cherry blossoms - symbols of hope in Japanese culture.
Nestle has carried out a host of interesting activities with Kit Kat in the country, claiming it is "close to being a cult product" there. At the beginning of the year, it opened a retail "boutique" which stocked exclusive varieties of Kit Kat, including chocolate containing green tea.
In March, it unveiled its first mini Kit Kat that could be baked.
The make-up of the ingredients in baby food in the US is under some scrutiny, with Campbell Soup Co. and Nestle attracting criticism from consumer watchdogs....
UK cash-and-carry and convenience retailer Booker Group has struck a deal to buy the Londis and Budgens symbol retail chains from Ireland's Musgrave Group - and emphasised the changing retail landscap...
US efforts to liberalise international trade faced something of a roller coaster ride this week, as the Senate first voted down Barack Obama's proposals only to reach a compromise that would give the ...
Over the weekend, there were fresh claims Europe-based food retailers Ahold and Delhaize are in discussions to join forces....
- Premier Foods to push on with range revamp
- Focus: Why Dairy Crest needs to offload dairies
- UK Responsibility Deal must solve credibility gap
- Sweets & Snacks Expo: just-food's pick
- Why FMCG background key for next Thorntons CEO
- Mars launches "healthy" snacks Goodnessknows
- JBS "seeking M&A" in Americas, Australia
- Dairy Crest earnings fall
- General Mills launches Greek yoghurt in Australia
- Unilever CFO Jean-Marc Huet stands down
- Mars Inc in Packaged Food (World)
- Pizza Delivery & Takeaway in the UK - Industry Market Research Report
- ALDI 2015: Radically transforming Anglo Saxon grocery markets
- China Resources Enterprise, Limited - Strategy and SWOT Report
- Chocolate Flavors Market by Application & Region - Global Trends & Forecast to 2019