17-05-2014, 11:09 AM
Kit Kat
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The Kit Kat range
Kit Kat Pop Choc: Kit Kat Pop Choc are delicious bitesize pieces of famous Kit Kat wafer coated in milk chocolate. Containing no artificial colours, flavours or preservatives, the new sharing bag also features ‘LOVE TO SHARE’ branding in keeping with the refreshed Nestlé chocolate sharing bag range.
Kit Kat 2 Finger:
Two Finger Kit Kat is the UK's number one biscuit. The 2 Finger Kit Kat was launched in the 1930s alongside the 4 Finger variant, and has remained a best–selling biscuit brand ever since. In the beginning, the 2 Finger Kit Kat was only produced as a milk variant, but is now available in Milk, Mint, Orange, Dark and Cookies and Cream. Annually we sell enough 2 Finger Kit Kat to go round the world more than one and a half times! Have a break with two crispy wafer fingers covered with milk chocolate, Kit Kat contains 107 Calories and no artificial colours, flavours or preservatives - a great lunchbox treat!
Nestlé India creates fresh milestones innovates with Kitkat to tap new segments.
Nestlé India Ltd has announced that in recent years the Company has initiated various activities to make its chocolate business stronger and more robust. Greater emphasis on consumer insights and Innovation & Renovation enabled it to achieve milestones that have made this portfolio even more relevant to the emerging lifestyles. In 2007 the Company has led growth in the chocolate industry which grew at around 23%.
The Company has now added fresh milestones. It has launched two new products - KIT KAT CHUNKY and KITKAT MINI - under the Company's No.1 global confectionery brand.
KITKAT CHUNKY which is a favourite the world over, is now being launched in India in two exotic variants - KITKAT CHUNKY Hazelnut, and KITKAT CHUNKY Choko. These are based on the insight that a segment of consumers want an indulgent KITKAT to enjoy during their breaks and therefore these products contain specially imported Turkish Hazelnut and African Coco Beans to meet this need. At the same time, in order to help consumers to balance their pleasure with wellness, it is the first portionable CHUNKY in the world. Each KITKAT CHUNKY is breakable into three portions of 64 calories each to enable portion control.
KITKAT MINI is an innovation that will introduce this successful brand to a much larger population. It is being test marketed at Rs 2/- in the East and West India and will leverage the Company's fast expanding distribution reach, which is now the largest in the chocolate category.
Commenting on these launches, Stewart Dryburgh, General Manager (Chocolate and Confectionery) said, "Lifestyles are changing, with an increasing number of consumers seeking to balance indulgence with lighter eating. We have effectively used our global expertise and insights to continuously innovate and create new segments that are relevent to our consumers. We are leaders in lighter eating with KITKAT and MUNCH and leaders in white confectionery with MILKYBAR. Now the unique, exotic, portionable KITKAT CHUNKY and KITKAT MINI provide our consumers with many more reasons to have a break and have a KITKAT".
Global confection
Kit Kat bars are produced in 21 countries by Nestlé: UK, Egypt, Canada, Australia, New Zealand, Algeria, South Africa, Germany, Russia, Japan, China, Indonesia, Malaysia, India,Turkey, Venezuela, Spain, United Arab Emirates, Mexico, Bulgaria and Ukraine.
Kit Kat bars in the United States are produced under licence by The Hershey Company, a Nestlé competitor, due to a prior licensing agreement with Rowntree.
The year 2003 was a turning point for the Kit Kat bar as well as the confectionery industry in general. The popularity of low carb diets and the push to healthier eating stifled sales growth in many parts of the world. In addition, fierce competition from Cadbury's newly formed Dairy Milk superbrand also contributed to sales of the Kit Kat decreasing considerably in its home market of the UK, and threatened to depose it from its #1 position.[8][9] The solution adopted by Nestlé and others was to increase dramatically the number of new and unique variations of their confections and market them as limited or special editions, whereby they would usually only be available for a few months at a time so as not to impact the sales of their permanent edition counterparts.[10] The strategy initially reversed the decline of the Kit Kat[11] and has been adopted worldwide by Nestlé, Hershey, Mars and others with similar success.[12][13]
This has resulted in many new flavours and varieties of the Kit Kat and other confections appearing globally since then. While some flavours have been hits, many have flopped, alienating some consumers in the process, causing Nestlé to scale back on new releases.[citation needed]
Marketing and promotion
After launching in the 1930s, Rowntree's Chocolate Crisp was originally advertised as "the biggest little meal" and "the best companion to a cup of tea". During the Second World War, Kit Kat was depicted as a valuable wartime foodstuff, with the slogan "what active people need". 'Kitty the Kat' arrived in the late 1940s to emphasise the "rich full cream milk" qualities of the bar and, thanks to contemporary improvements in production methods, also highlighted the new and improved 'snap' by responding to a biscuit being broken off screen. The first Kit Kat poster appeared in 1951, and the first colour TV advertisement appeared in 1969.
Since 1957, the slogan for the Kit Kat in the UK and elsewhere has been "Have a break... have a Kit Kat". However, in 1995, Nestlé sought to trademark the "Have a break" portion. After a ten year legal battle, which was contested by rival Mars, the European Court of Justice ruled on 7 July 2005 to send the case back to the British Courts.[19]
The United States also used the short lived slogan, "Tastes So Good, You'll Roar", in the early 1980s. The TV commercial most known from this slogan involves a young man biting into one of the Kit Kat fingers in a grocery store, and roaring like a lion so loudly the whole store shakes violently, knocking items from the shelves. Another short-lived U.S. slogan was "That's What You Want", whose television adverts showed people pulling unlikely foodstuffs from their pockets or purses, before rejecting them in favour of a Kit Kat.
The "classic" American version of the "Gimme a Break" Kit Kat jingle (in use in the US since 1986) was written by Ken Shuldman (lyrics) and Michael A. Levine (music) for the DDB Advertising Agency. Versions of the original have been covered by Carrie Underwood, Shawn Colvin, and many studio singers, as well as people who have appeared on-camera in the commercials. The jingle was cited in a study by University of Cincinnati researcher James A. Kellaris as one of the top ten "earworms" - bits of melody that become stuck in your head. Another version of the advertising jingle 'Gimme a break' created for Kit Kat "Factory" commercial in the USA was an original recording by Andrew W.K. W.K. was hired to write a new musical version for their "Gimme a break" slogan. Variations on the Andrew W.K. advertisement included executive dance routines in corporate offices, and a network news room. However, the "classic" song has also been used again since the newer version first aired in 2004.
Golden ticket draw
During the first three weeks of Big Brother Series 7, Channel 4 conducted a promotion in conjunction with Nestle to distribute 100 "golden tickets" randomly throughout Kit Kats, in a style reminiscent of the story Charlie and the Chocolate Factory. Members of the public finding these tickets were permitted to use them to give themselves a chance to become a Big Brother housemate and bypass the standard auditions process.
Golden ticket holders were invited to a television show where one of them, Susie Verrico, was chosen to enter the House by Aisleyne Horgan-Wallace, picking a ball out of a machine at random.
This contest caused some controversy, with the Advertising Standards Authority saying that the terms and conditions of the draw should have been made clearer in related advertisements, and that an independent adjudicator should have been present before and during the draw.