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

Serious Fraud Office launches Tesco probe

The UK's Serious Fraud Office has launched an investigation into the GBP263m (US$424.6m) black hole in Tesco's accounts, the retailer confirmed today (29 October)....

BLOG

US food industry takes aim at new nutrition app

A mobile app that claims to be the "most comprehensive food-rating database available" to US consumers has raised the hackles of the country's food manufacturers....

BLOG

Auchan strikes another purchasing deal with retail rival

Just weeks after announcing a purchasing tie-up in France with local rival Systeme U, Auchan has outlined an international agreement with Germany's Metro Group....

NEWS

Ezaki Glico reports mixed H1 results

Japanese food group Ezaki Glico has booked an increase in half-year net profit but saw operating profit and net sales fall....

BLOG

Tesco profits plunge, chairman departs

Tesco has reported a massive 92% drop in first half profits as the accounting fiasco continues to widen....

just-food homepage



Forgot your password?