Blog: Nestle opens KitKat "boutique" in Japan
Dean Best | 20 January 2014
Nestle said KitKat's "very unique significance" in Japan sees bars used as gifts
Nestle has opened a retail "boutique" for KitKat in Japan, a market where, the food giant, claims its flagship chocolate brand, is "close to being a cult product".
The so-called KitKat "Chocolatory" will be located in a Seibu department store in Tokyo's Ikebukuro district.
The "boutique" will stock exclusive varieties of KitKat, including chocolate containing green tea.
Having a boutique for KitKat may seem an unusual move when viewed from the UK, where the brand is firmly seen as a mainstream product.
Nestle says KitKat is "still positioned as a mainstream brand" in Japan. However, the company said it was looking to "solidify" KitKat's position as Japan's "favourite chocolate".
"KitKat has a very unique significance in Japan. The name sounds similar to the Japanese phrase Kitto Katsu, which roughly translates as 'you will surely win', a phrase for wishing someone good luck. As a result, KitKat bars are often used as gifts, particularly for students sitting exams. This fact, combined with Japanese consumers’ love of novelty, has led to the development of a very unique and innovative portfolio of flavours specific only to Japan," Nestle said.
US cereal giant Kellogg's revealed plans to open a cafe in New York City, located at a prime location on Broadway....
Wow. Your correspondent is penning this blog following precious little sleep after the combination of a humid night in London and the emergence of the most significant event in UK history since 1945 m...
The last three Unilever CEOs have joined present chief executive Paul Polman in writing to the company's staff to warn the group's UK operations would be "negatively impacted" by the country leaving t...
- Rabobank's early view on Brexit impact on food
- General Mills to invest in "growth businesses"
- How local model protects Nestle - interview
- Quorn Foods confident in prospects - interview
- Nestle's focus on food for health - interview
- Nestle names new CEO
- Brexit – Live reaction from food industry
- UPDATE: Hershey rejects Mondelez takeover
- Healthier food a major opportunity for food makers
- Brexit – UK farmers warn of food price spike
- Frozen Bakery Products Market by Type, Distribution Channel, & by Region - Global Trends & Forecast to 2020
- Top Trends in Snacks, Confectionery, and Desserts; Exploring consumer and innovation trends in key categories
- Country Analysis Report: Saudi Arabia, In-depth PESTLE Insights
- ForeSights: Edible Cutlery; Cutlery made out of food-grade materials instead of plastic
- Fast Food in India