Nestlé will launch its KitKat green tea matcha bar in Europe, responding to consumer requests to make innovative KitKat flavours available outside Japan.
The chocolate, which will be sold in retailers across Europe starting in late February, is inspired by one of the more than 350 KitKat flavours in Japan. Other variants in the country include chestnut, baked sweet potato, and melon and cheese.
Matcha is a traditional drink made from powdered green tea. In KitKat green tea matcha, it is combined with white chocolate “to give a sweet and fragrant flavour”.
Alexander von Maillot, Nestlé global head of confectionery, said: “From its origins in the United Kingdom in 1935, KitKat has grown in popularity across the globe. Nestlé in Japan has taken KitKat to the next level in the last two decades, with innovative flavour combinations and inspiring special editions. We are excited to bring one of the most iconic Japanese KitKats back home to Europe this year.”
KitKat green tea matcha for the European market is manufactured in Hamburg, Germany, using UTZ-certified cocoa beans and real matcha green tea from Japan and China. It has no artificial colours, flavours or preservatives.
The new launch follows on from the introduction of KitKat Ruby in Europe last year, to meet the growing demands of consumers who enjoy experimenting with new trends.
Alexander von Maillot added: “The launches of KitKat Ruby and KitKat green tea matcha are further proof of our commitment to our leading international confectionery brand. We have introduced other innovative flavours and premium products to KitKat, KitKat Chunky and KitKat Senses in recent years, and there is more to come.”
The rise of KitKat in Japan began in 2000 with a strawberry version. In 2017, Nestlé opened a second KitKat factory in the country.
© FoodBev Media Ltd 2019