Nestlé Rowntree, the UK confectionery unit of Swiss food giant Nestlé, is to axe its famous “Have a break – have a KitKat” slogan after 47 years.
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The slogan, used to advertise its KitKat chocolate and wafer bar, is to be replaced with a new advertising slogan, “Make the most of your break”, reported the Independent.
Nestlé Rowntree denied the change in slogan was linked to recent weak sales of the chocolate bar, which is facing increasing competition from rivals such as Cadbury. Last year KitKat sales fell 9% and the product lost its place as the UK’s most popular chocolate bar to Cadbury’s Dairy Milk.
The company said the new slogan was aimed at addressing changes in the structure of the UK working day.
“Our findings indicated that the workplace break is now less structured and formal. The new slogan is acknowledging that a break is less formalised but, even it is for five minutes, you can maximise your enjoyment with a KitKat,” a spokesman for Nestlé Rowntree was quoted by the Independent as saying.
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