KitKat is now Millennial pink and looks oh-so-delicious

Marco Green
January 18, 2018

Nestle is launching the new flavor - KitKat Chocolatory Sublime Ruby - in stores in Japan and South Korea on Friday, and online in nine other territories including the U.S., U.K., Germany, France and Switzerland.

Nestle struck a deal with Zurich-based Barry Callebaut AG, the developer of ruby chocolate, giving it exclusive rights for six months to the breakthrough product with a pinkish hue and a natural berry flavour that's sour yet sweet.

From 1 February, the Ruby Kit Kat will be sold in two assorted packs, available to purchase online, at the Kit Kat Chocolatory boutique stores, and at 80 special pop-up stores around the country, just in time for Valentine's Day. Dark and milk are the other two chocolate varieties.

Swiss food giant Nestle unveiled the world's first product made of natural pink "Ruby" chocolate in South Korea and Japan on Thursday, amid growing popularity of uniquely flavored chocolates among local consumers.

'I am extremely honoured to be a part of this landmark moment in the history of chocolate, with which I have worked intimately for over thirty years, ' said Chef Takagi, the inventor of the pink chocolate.

"I have created an especially simple Kit Kat that allows you to enjoy the characteristic fruity fragrance and subtle acidity of ruby cacao to the fullest. Enjoy wonderful flavors that have never been experienced before".

In Japan, the new KitKat will cost 400 yen ($3.60). Barry Callebaut, which works behind the scenes to produce chocolate sold by all the major producers including Hershey Co. and Cadbury, chose to introduce the product through Nestle, which invented white chocolate more than 80 years ago.

▼ While the seven-piece Valentine's Assortment, containing Sublime Bitter, Milk, White, Matcha, Raw, and Ruby, will retail for 2,400 yen. "This makes Japan the ideal market to go with this news, and Kit Kat is a brand that's modern and connects well with millennials, so it's the right brand to put the first ruby chocolate in the world". Barry Callebaut was able to unlock the specific attributes of the bean.

"Nestlé was very quick in spotting the trend and in introducing a Ruby chocolate version of KitKat, which will entice consumers across Asia and beyond".

Other reports by Click Lancashire

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