KITKAT Ruby offers UK consumers innovative chocolate experience

Nestlé UK has announced that the unique KITKAT made with Ruby chocolate will launch nationwide this month.

This unique KITKAT offers a new taste experience for consumers. The crispy four-finger wafer bar is coated with Ruby chocolate*, derived from Ruby cocoa beans, which has an intense berry-fruitiness taste that occurs naturally with no artificial flavours or colour added.

After a period of exclusivity in Tesco, KITKAT Ruby will now be available to retailers across the UK from 18th February (RRP 85p), enabling even more chocolate lovers to try a four finger KITKAT made with Ruby chocolate.

Retailers should expect shoppers to be excited about this new launch and display KITKAT Ruby prominently in-store. KITKAT Ruby sales have so far proved highly incremental to chocolate singles, with 94% of value sales incremental to the category[1]. It has also attracted a younger, millennial shopper.

What’s more, premium singles are showing strong growth, up 26% in value year on year[2], with the growth coming from millennial shoppers and the rise of the “treat yourself” mentality whereby shoppers are self-treating and rewarding themselves. To fulfil this occasion, shoppers are looking for a chocolate hit from a quality product, and KITKAT Ruby is designed to fit the bill.

KITKAT made with Ruby chocolate was first introduced in Japan and Korea in 2018 as KITKAT Chocolatory Sublime Ruby sold exclusively at KITKAT Chocolatory boutiques, complementing more than 350 KITKAT ‘Made in Japan’ products in a huge variety of flavours.

The launch of a breakthrough innovation like KITKAT made with Ruby chocolate underlines Nestlé’s commitment to developing new, innovative products to help grow its leading confectionery brands around the world. Indeed, it is the first brand in Europe to use Ruby chocolate.

Alex Gonnella, Marketing Director for Nestlé’s UK confectionery business, said:

“We know that a new type of KITKAT is a really big deal and we are very excited to be able to offer a different type of chocolate for KITKAT fans to try.

“Ruby chocolate is a big innovation in confectionery and we are very proud that KITKAT was the first major brand in the UK to feature this exciting new chocolate.”

Ruby chocolate was created by Swiss chocolatier Barry Callebaut which spent over a decade developing this innovative flavour, creating what is thought of as a fourth kind of chocolate to add to the traditional varieties of dark, milk and white.

Pablo Perversi, Chief Innovation, Quality and Sustainability Officer at Barry Callebaut, said:

“I am very pleased to see the result of our partnership with Nestlé — the iconic four-finger KITKAT made with our Ruby chocolate. Consumers across the world will be intrigued by the unique taste of this crispy delight!”

KITKAT is one of Nestlé’s leading confectionery brands and has a unique mix of heritage and innovation. It was first manufactured in 1935 and, since then, has been delighting fans all over the world.

[1] Source: IRI Singles Confectionery £RSV value sales, data to 8th Sep 2018

[2] Source: Dunnhumby: customer Cross Shop – data to 26.08.2018