Nestlé’s KitKat to turn pink now

Pink is in and not just with little girls – according to the world’s biggest chocolate manufacturer ‘Barry Callebaut’ and the world’s biggest food combine ’Nestlé’ at least. After 13 years of research the Swiss chocolatier invented a fourth type of chocolate in September 2017. Alongside classic milk, dark and white chocolate there is now also a pink chocolate made from the Ruby cocoa bean. Its berry flavour and the pink shade are natural without any added colourings or flavourings.

The first Ruby chocolate product to see the light of day worldwide was the single-bar edition of ‘KitKat Ruby’ sold in Japan and Korea in January 2018 – selling out in minutes. 5-finger and 7-finger editions in pink packaging followed a little later.  

It comes as no surprise that the global premiere took place in Japan and Korea of all places, considering that the new KitKat flavour is just one of over 350 types since its market introduction in Japan back in 1973. These also include a special, limited edition covered in gold leaf; the small edition of as few as 500 pieces was exclusively produced for the Japanese market.  

The range of flavours is suitably vast: crème brûlée, banana, cheesecake or wasabi, sake and green tea – in Japan consumers seem to like variety and all things extraordinary. And packaging looks just as colourful and diverse. Whether single, double, 5 or 7-packs – catching the eye is the name of the game for the wrapping.   

And the Japanese are far from fed up with this wide array of flavours, as reflected in an invitation extended by Nestlé Japan to mark their 45^th anniversary. Participants were asked to come up with new editions to be introduced in autumn 2018. From the over 15,000 proposals received from all over the world 21 were selected – though these will not be announced before November 2018.

For the European market Nestlé has stuck to the familiar 4-finger version. As usual, the fingers are wrapped in polypropylene film but predominantly in pink for KitKat Ruby rather the standard red. Great Britain was the first European country to get the new chocolate fingers from the Hamburg-based production site. With some delay deliveries will now also reach the other European markets. In Germany KitKat Ruby will only be available at the REWE chain of food stores from May 2018.