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 foodservice distributor Sysco has pulled the plug on its plan to buy local rival US Foods, four months after the country's competition watchdog moved to block the deal....
This week, McCormick highlighted China as a strength in its first half numbers. Valio made a commitment to halve sugar in its dairy snacks and the Consumer Goods Forum committed to halving global food...
In an announcement that would have surprised few, Kraft Foods Group said today (1 July) its shareholders had thrown their weight behind the plans to combine the business with HJ Heinz. The market's at...
ConAgra said that it will sell its private brands business after reporting losses. We asked whether General Mills' plans to turn around US sales will work and took a detailed look at what Grexit would...
Whole Foods Market already had a reputation for being pricey. This will only be compounded by news that the retailer has been accused of routinely overcharging consumers by overstating the weight of p...
Dutch supermarket operator Ahold and Belgium-based retailer Delhaize Group announced today (24 June) that a long-awaited merger has been finalised in a move these two European retail giants hope will ...
- Focus: ConAgra own-label exit plan is about growth
- How the CGF plans to halve global food waste
- IRI – The opportunity of range optimisation
- just-food's pick: Top trends at Fancy Food Show
- What Grexit could mean for the food industry
- ConAgra confirms private-label exit
- Kraft Heinz unveils management structure
- Kellogg eyes trends with product launches
- Kraft faces lawsuit over 'natural' claims
- US performance weighs on General Mills