Nestlé is launching a new line of “bespoke and handmade” KitKat bars available in up to 1,500 different flavours – a move described as the biggest development for the brand since the introduction of KitKat Chunky 20 years ago.
On Monday, the confectionery company announced it will be giving one of its most popular offerings a luxury makeover with the introduction of KitKat Chocolatory.
The new range will enable customers to create their own bespoke eight-finger bar using either milk, dark, white or ruby chocolate.
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Shoppers will also be able to add up to three ingredients to each bar, including meringue, dried raspberry, toasted coconut, rose petals, honeycomb and popping candy.
In total, Nestlé has calculated that there are over 1,500 possible different combinations flavours for customers to choose from.
However, a luxury KitKat comes with a luxury price tag. The 150g bespoke bars – which will be made to order – cost £14, compared to a standard 41.5g four-fingered KitKat which typically costs 65p.
The gourmet KitKat bars will come in presentation boxes and will be available to buy at pop-ups in two John Lewis branches – Oxford Street and Trafford Centre – from 26 September until 24 December.
The chocolates will also be available to order from a new Nestlé website, launching in November. The website will mark the company’s first direct-to-consumer offering for its UK confectionery business.
In addition to the bespoke boxes, the brand is also introducing six “special edition” KitKats, in flavours including gin and tonic, Early Grey and whisky and ginger. Six-finger bars will retail at £7.50, 12-finger bars will cost £12 and both will be available to purchase across 30 John Lewis stores.
Rabia Khad, head of KitKat Chocolatory for Nestlé, said: “We know how much people enjoy experimenting with new and exciting KitKat flavours and the KitKat Chocolatory offers a whole new, premium KitKat experience as well as the chance to create your very own personalised break and have it delivered right to your door.”
Rachel Costello, John Lewis Partner and gift food buyer, agreed, adding that because there are so many options, everyone will be able to find their perfect flavour.
“I think our customers will love these exciting new flavours from such an iconic, much loved brand and the experience of making their own KitKat,” Costello said.
“These special KitKats will make fun and unique Christmas gifts and stocking fillers.”
Earlier this year, Nestlé Japan launched a new KitKat bar which contains 40 per cent less sugar.
The confectionery giant created the no-added sugar chocolate bar by using the white pulp that covers cocoa beans as a natural sweetener.
The brand revealed that additional products in other countries will follow next year, through some of Nestlé’s most popular confectionery brands.
Patrice Bula, head of strategic business units, marketing and sales at Nestlé, said in a statement: “We’re proud to bring chocolate lovers a new chocolate made entirely from the cocoa fruit without adding refined sugar.
“This is a real innovation which uses the natural sweetness of the cocoa pulp to provide a pure, novel chocolate experience.”