US KitKat success continues with vanilla variety’s permanent return
KitKat’s new year-round addition to the candy aisle, KiKat Vanilla. Pic: Hershey
The Hershey Company has responded to fan demand to bring back KitKat vanilla flavour, with the classic chocolate treat regarded in the region as a key on-the-go snacking option, writes Neill Barston.
According to the US business, which produces the long-established Nestle confectionery brand under license in the region, reported that a total of 89% of consumers say the former limited edition variety of the much-favoured bars should be back for good, which has now been confirmed.
KitKat was among the company’s offerings this summer at the Sweets & Snacks Expo in Indianapolis, and from shopper feedback, the confectionery line, which has some of its strongest markets in Europe and the UK specifically, has translated well into the US.
Consequently, the company is giving fans a “break” through a giveaway on @KITKAT_US’s Instagram, where four lucky winners will receive KitKat-branded BÉIS Carry-on luggage filled with KIT KAT® Vanilla bars, and one grand prize winner will receive an additional $1,000 vacation rental marketplace gift card toward travel expenses to spend on a vanilla getaway this autumn.
From this week, fans can enter* by following the brand’s Instagram page and posting a comment sharing what they would do on their own ultimate vanilla break using #KITKATVanillaBreakSweepstakes.
The brand has continued to perform well around the world, with sales in the UK and Europe holding up strongly despite supply chain challenges with the price of cocoa rising notably this year, with the brand also retaining a huge following in Japan, where it has continued to release multiple flavours.
“As the brand known for giving fans a break, we’re thrilled to deliver another exciting addition to the KitKat lineup with the release of KitKat Vanilla for fans hungry for new flavors,” said Lindsay Morrow, Senior Associate Brand Manager, KitKat. “With the KitKat Vanilla break giveaway, fans get the best of both worlds – the vanilla flavor they love in a familiar treat and a moment of relaxation amidst the chaos that the fall season can bring.”
