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

Asda goes all in on gluten-free pledge

With demand for gluten-free on the rise, retailers in a number of countries have been building ranges of products to capitalise on a significant growth spot in challenging trading conditions. In the U...

BLOG

International brands face stronger customer after Auchan, Systeme-U deal

France's fifth- and sixth-largest retailers, Auchan and Système U, are to team up on buying - with the companies to work together when dealing with international brands....

BLOG

Can UK food sector avert talent shortfall?

The UK's food and drink sector is working to attract the "next generation of leaders" through efforts such as the Feeding Britain's Future initiative - but is this too little too late?...

NEWS

SLOVENIA: Consortium seeks to offload majority stake in Zito

A consortium led by Slovenian state investment vehicle SDH has placed a majority stake in confectionery-to-frozen food maker Zito on the block....

BLOG

EU shuts down EUR125m emergency fund for producers

Just days after Copa-Cogeca's groans the EU's measures to support fruit and veg producers after Russia's import ban were "not nearly enough", the European Commission has put a temporary halt on the me...

just-food homepage



Forgot your password?