Friday, July 7, 2006

Nestle Experiencing KitKat Slump

The Wall Street Journal recently published a story about how Nestle is experiencing a decline in sales for the revered KitKat bar. Part of this may be due to the dilution of the brand with all the limited edition flavors and shapes.

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Flavor experiment for KitKat leaves Nestl? with a bad taste by Deborah Ball, Wall Street Journal

Sales for 2005 were down over 16% from 2004 while Cadbury and Masterfoods bars have been gaining marketshare. What plays in the UK may not hold true with other markets, however.

Personally, I enjoy the limited edition flavored bars, but I wish they were seasonal - you know, that there were a dependable schedule so that I could get them every year, even if the strawberry was only a summertime thing.

Along that note, watch the New York Times Magazine this weekend ... I have it on good authority that there will be an article about limited edition candy bars there, too.

POSTED BY Cybele AT 2:32 pm Tracker Pixel for Entry     CandyReviewKitKatNews

Comments
  1. I’m so sad to hear this! KitKat is my favorite, especially the Limited Editions that I cam lucky enough to get from a few friends in Japan. :(

    Thanks for the heads up on the NYTimes Mag article! I will keep an eye out for it! :D

    Comment by Sera on 7/07/06 at 4:53 pm #
  2. Although the new packaging keeps them fresher, I wish they’d considered how the ritual of eating a Kit Kat bar was tied to its old foil/wraparound packaging as part of the Kit Kat experience!

    Comment by desertwind on 7/07/06 at 8:16 pm #
  3. I enjoyed reading the NYT article—congrats on another great mention!

    Comment by Laura Rebecca on 7/09/06 at 4:53 am #
  4. I was researching Japanese Candy Packaging and came upon this awesome website of yours. Since you seem to have quite a collection of Kit-Kat taste test articles, I thought you might be interested in knowing that Mitsuwa (Bay Area anyway) now carries Kit-Kat Bars in Green Tea Flavor. A bit pricey…almost $6 for a small bag.

    Comment by Ginger on 8/15/06 at 12:23 pm #
  5. I LOVE Kit-Kats, and I don’t eat anything but gourmet chocolate these days.  I thought the dark chocolate Kit-Kats were great.  I was sad to see them go.

    Comment by Sally Parrott Ashbrook on 9/06/06 at 3:05 pm #

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