Blog: Dean BestNestle opens KitKat "boutique" in Japan

Dean Best | 20 January 2014

Nestle said KitKat

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.

Sectors: Confectionery

Companies: Nestle

BLOG

China's Yili gained as dairy market curdled in 2015

Rabobank's annual league table of the world's largest dairy companies has been released - and the data underlines what a challenging market it has been in recent months....

BLOG

Kellogg takeover chatter cools

Market speculation over a possible takeover of Kellogg surfaced this week, with the snacks-to-cereal maker linked to both Kraft Heinz and Coca Cola Co....

BLOG

More understanding needed of GMOs among consumers

The introduction of legislation requiring the labelling of GMOs in the US has gathered widespread public support....

BLOG

UK report examines "risks and challenges" to food system from climate change

The impact on the global food system is one of "six key priority areas" highlighted in the UK Climate Change Risk Assessment 2017 report, which sets out "the most urgent risks and opportunities" arisi...

just-food homepage



Forgot your password?