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.
Ads are commonly a bone of contention in this industry, with food manufacturers regularly coming under fire for what they believe is creative use of media. ...
Singapore-based agribusiness giant Wilmar International is to publish more information on how it sources its palm oil, a move welcomed by environmentalists....
Just two weeks into 2015 and competition among UK grocers is heating up further. Will suppliers be caught in the crossfire? Corporate restructuring firm Begbies Traynor thinks so....
- Premier Foods CEO expects UK supermarket rebound
- Briefing: The risks and rewards of e-tail in China
- Unilever must "speed" response to consumer trends
- Why US diet guidelines should consider environment
- Global factors hold sway over UK milk prices
- Post Holdings strikes deal to acquire MOM Brands
- Food industry news of week: Unilever, PepsiCo
- Chobani launches Tots infant range
- Premier Foods hails "improving" sales trends
- PepsiCo rolls out "sweet" Cheetos
- 10 Key Trends in Food, Health and Nutrition 2015
- The Sugar Backlash and its Effects on Global Consumer Markets
- The Future of Retailing in the UK to 2017
- Global Consumer Trend Framework: Understanding Attitudes and Behaviors that Influence Global Consumption Habits
- Unilever - Strategy and SWOT Report