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.
Danone completed its US$12.5bn acquisition of WhiteWave Foods this week. The move will roughly double Danone's presence in North America, where WhiteWave is a top four dairy player. ...
Premier Foods plc revealed today (28 March) it has secured a deal with its pension scheme trustees that will see the UK food maker reduce its pension burden....
Hain Celestial, under the scrutiny of the investment community in recent months and facing some challenges in its domestic market, has announced another shuffling of its management pack....
FrieslandCampina, which today served up higher profits but lower sales for 2016, is ready to offload the last non-dairy business owned by the Dutch cooperative giant....
- Who will buy Danone's Stonyfield business?
- Analysis: Post discusses rationale for Weetabix
- Interview: Sir Kensington's on sale to Unilever
- US food next wave on display at Winter Fancy Food
- Column: Why snacking is the new meal
- Unilever buys US condiments maker Sir Kensington's
- Ice cream helps Unilever sales, food flat
- Post: Weetabix "opens up M&A opportunities"
- Nestle organic growth slows but beats expectations
- Suntory to offload Australia, New Zealand foods