KitKat turns 90, still a proven mover across demographics

Ninety years after its debut in York, England, KitKat is Nestlé’s top confectionery brand by both revenue and brand value, with more than 5 billion bars sold annually globally. For operators, global scale matters: KitKat is a brand that consumers already trust, making it a strong fit for vending machines and micro markets.

The classic four-finger bar has evolved to include more than 300 flavor variations, including matcha, sake and wasabi. KitKat has also collaborated with popular Nestlé brands such as Nescafé to create the KitKat Nescafé Mocha. In addition, the brand has introduced alternative formats such as ice cream, spreads, and a recently launched KitKat tablet — a sharing-sized bar — to the European market, continuing to innovate around consumer snacking moments.

Why convenience services operators should care about KitKat:

• High turnover brand: KitKat’s broad appeal supports reliable sell-through in vending and micro markets
• Flexible formats: From single bars to shareable formats, KitKat’s product mix allows operators to stock items for different dayparts and price points.
• Marketing muscle: Nestlé’s ongoing investment in the brand ensures consumer demand stays strong.

“Effective marketing with a consistent message is crucial for continuously winning over consumers across geographies,” said Rouven Lochmüller, KitKat global brand manager, in a release. “Global campaigns such as the recently launched ‘Break Better’ campaign, which encourages people to have better breaks, are another example of how the ‘have a break’ positioning has remained the cornerstone of the brand, even as it adapts to present-day culture.”