Blog: Hannah AbdullaKitKat 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

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.

 

Sectors: Confectionery

Companies: KitKat, Kit Kat, Nestle

BLOG

Tate & Lyle shakes up Splenda unit

Amid significant pressure on profits from its Splenda sucralose business, UK-based food ingredients group Tate & Lyle has this morning (21 April) announced plans to try to "maximise returns"....

NEWS

Food industry results in brief: Ornua, Cloetta, Gruma

First-quarter numbers came in from the likes of European confectionery Cloetta and Mexican business Gruma. The Irish Dairy Board, now known as Ornua, reported its full results for 2014. Here's our wee...

BLOG

US campaigners lobby FDA on GRAS rules

Four campaign groups in the US have urged the country's Food and Drug Administration to close a "loophole" in regulations on food additives and bring the rules - due to be finalised by August next yea...

BLOG

Cargill unveils first landfill-free facility

The Cargill meat processing facility in Hazleton, Pa., has become the company's first certified landfill-free production site. ...

just-food homepage



Forgot your password?