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September 23, 2019

Nestle launches D2C service in UK with KitKat Chocolatory range

Nestlé is launching a direct-to-consumer confectionery service in the UK for the first time with its popular chocolate snack.

By Dean Best

Swiss food giant Nestlé is launching a direct-to-consumer service in the UK via its KitKat Chocolatory arm. 

The KitKat Chocolatory range offers “luxury, handcrafted” KitKats and includes an option for consumers to go online and “create their own break” by choosing four types of chocolate – milk, dark, white and ruby – along with 14 ingredients to build their own, eight-finger KitKat. They can also personalise the packaging and have it handmade to order and delivered directly.

The price for the “create your break” option is GBP14 (US$17.42). A range of eight “best of British” bars, with flavours such as Eton Mess and Earl Grey, are available through John Lewis. They are priced at GBP12.

Six “special editions”, including flavours like Whisky & Ginger and Zingtastic Gin & Tonic, are GBP7.50 each, or 2 for GBP12.

Stefano Agostini, the chief executive for Nestlé’s operations in the UK and Ireland, said: “All across our business we are investing in our brands to develop the innovation that people are looking for. The introduction of KitKat Chocolatory is all about the demand for more luxury, premium confectionery and the opportunity to personalise a product which is a trend that continues to grow and grow.

“Add to that the possibility to have a handmade KitKat delivered straight to your door and this is a very new and exciting development for both Nestlé in the UK and our famous KitKat brand.”

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KitKat Chocolatory will arrive in 30 John Lewis & Partners shops across the UK, with the tie-up with the retailer lasting until Christmas Eve.

The service will also be available from Nestlé’s Chocolate Story facility in the city of York, north-east England, later this week before being made available direct from Nestlé through a new online shop before the end of the year. KitKat originated in York in 1935.

Rabia Khan, the head of KitKat Chocolatory in the UK and Ireland, added: “This has been a huge team effort within Nestlé to change the way we do things and make our very first direct-to-consumer confectionery offer a reality in the UK. I am so proud of the results and hope that people enjoy these products as much as we do.”

The UK is the first market in Europe in which Nestlé has launched the service. Chocolatory is available in Japan, Malaysia, Australia and Canada.

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