Will you mourn the loss of the four-finger KitKat?
KitKat is set to undergo its biggest transformation in nearly 90 years, as the iconic four-finger chocolate bar makes way for a new two-column sharing design.
A new version of the beloved British chocolate will be available as a £1.35, 99g sharing bar with ‘multiple break-off pieces,’ Nestlé has announced.
Three flavours are now in stores: double chocolate, salted caramel, and hazelnut. The four-finger KitKat has been around for almost 90 years, first launched in 1935 by Rowntree’s of York. It is believed the idea came from a Rowntree worker who suggested creating a chocolate bar that a man could fit in his bag for work.
The redesign represents a significant shift for the brand, which has maintained its signature four-finger format since its creation by Rowntree’s of York
Nestlé’s KitKat division said the new sharing bars were introduced to make it ‘easier to create moments of connection.’ Some chocolate lovers on social media expressed excitement about the new range.
One person wrote: ‘Oooooh, I have to sample them all!’
Another commented: ‘These look fun to try!!!’
A third added: ‘Waiting impatiently for my local shop to put them on the shelves. It says they’re in stock.’
A Nestlé spokesperson described the new bars as ‘an innovative and multi-sensory eating experience,’ with ‘deliciously light and creamy fillings’ and chocolate that ‘melts effortlessly in the mouth.’ The marbled coating also creates a ‘stunning swirled effect’ for a more eye-catching treat.
Stephanie Scales, Marketing Manager for KitKat at Nestlé UK & Ireland, said: ‘In today’s non-stop world, it’s far too easy to let the evenings disappear in a blur.
‘We want KitKat fans to hit that pause button and really unwind at the end of the day… and what better way to do that than by catching up with your favourite people and sharing a delicious treat?
‘KitKat has always been about those feel-good breaks, and now, with sharing bars, we’re making it even easier to disconnect and reclaim your evenings.’
The launch follows backlash from customers after Nestlé announced plans to discontinue a popular chocolate bar. The company confirmed it would be axing the plant-based version of KitKat due to low sales, too.
What are your views? Are you a regular KitKat consumer? Do you like the look of the new shaped bars?
