Food/Kit Kat/Japan
With Kit Kat, The Flavors Are Endless
Who would have thought that Kit Kat can adapt to many flavors …Only in Japan
JAPAN is not only a leader in technology and innovation but in re-invention too.
Ask Kit Kat.
The history of Kit Kat in Japan began in 1973 when it was imported by the original manufacturer Rowntree. Nestle took over the product later on. In the early 2000s, their Japanese division started experimenting with different kinds of flavors.
Green Tea and Strawberry were the first flavors that were developed. They became instant hits with the local consumers.
Through the years, they have come up with 300 flavors. Though most of the flavors are seasonal and are not available all year round. Most of the time there are only 45 flavors to choose from.
Some of them are exclusively available on a specific region.
Why is that so?
Many of the flavors are based on the region’s specialties. For example:
- hojicha or roasted green tea is from Kyoto
- red bean sandwich from the Tokai region
- sea salt from the Seto Inland Sea
- Uji matcha from the tea that grows in Kyoto
- Yukari melon from Hokkaido
- Strawberry cheesecake from Yokohama
- Purple Potato from Okinawa
This focus on regional specialty allows Nestle to package them as souvenirs for travelers.
Marketing ideas
- Nestle attributes Kit Kat’s success to the Japanese life-giving tradition called Omiyage.
An omiyage is a small gift or souvenir that you give to family, friends or coworkers after you’ve gone on a trip. It represents the place you visited.
2. Limited-edition and seasonal products create a ‘scarcity and rarity of value” for customers.
3. By producing a shorter time frame for each flavor, it solves the problem of convenience stores which frequently rotated items and flavors off the shelves. Special-edition flavors usually lasted in the store’s shelves for 2 to 3 weeks.
With four seasons around, there is always something new for every season.
4. Kit Kats benefitted from the Japanese phrase, Kitto Katsu meaning” You will surely win”.
In Japan, Kit Kat is known as a symbol of luck. Japanese parents would give their children Kit Kat before a big exam as a good luck charm. When given, they are not to be eaten but used as an amulet for a successful exam.
Kit Kat Chocolatory
A boutique dedicated to Kit Kat can be found in touristy cities. They are specialty shops that sell special upscale flavors of the chocolate wafer treats.
In there, a visitor can create his own kind of Kit Kat. With lovely wrapper to finish off.
Size Matters
Kit Kat in Japan is smaller in size. They are individually wrapped and sold in family-sized bags or boxes.
Six of its regular flavors that are available year-round have been made even smaller.
The company has noticed that many people refrained from purchasing chocolate bars due to concerns about calories and sugar intake.
They substituted some of the sugar with soy milk okara (soy pulp) and whole milk powder to reduce the sugar content by at least 10%.
Making it shorter and lessening the calories solved the problem.
How health conscious the Japanese are.
The Varieties
Though seasonal and limited-edition, you’ll never run out of “what?”, unique and bizarre flavors.
Japan is well known for Soy Sauce, Sake and Miso.. so does Kit Kat.
The other bizarre flavors:
- Cough Drop
- Edamame
- Ginger Ale
- Green Bean
- Hot Japanese chili
- Soy flour
- Wasabi
- Lemon vinegar
- Bitter Almond
- Brandy and Orange
- Salt
The Latest
On October 3, Kit Kat released its newest flavor in Tokyo. A perfect time as Japan reopens to international tourists.
The new flavor is made with “island lemons “, an Ogasawara specialty.
Island lemons are harvested from September to October every year while the skin is still green, as that’s the time they’re sweet and in its prime. The island lemon has a mellow sourness and refreshing aroma.*
The new flavor is made by kneading the lemon juice powder into cream and then placed between the wafers.*
Do you think it’s one for the bite?
The sentimentality in Kit Kat
Earlier this year, Kit Kat started “Kit Kat Creates the Chance” promotion where fans were asked to submit stories where Kit Kats brought happiness in their lives.
The story of a mother and daughter in Osaka became the inspiration for the promotion’s anime video.
In the video, the mother discovered that her daughter put a Kit Kat in her bag and have written a message — Mom, thank you for everything you do.
While the mom is in tears, the daughter narrates — I wrote the feeling I couldn’t say on her Kit Kat.
On the next day, the mom wrote back — hang in there at school .
The video is a reminder that putting a smile on someone’s face doesn’t need to be grandiose and with great effort. It’s the thought that counts.
When in Japan, grab a box or two or even more. And let the taste buds have the best adventures with Kit Kat.
Sources:
en.m.wikipedia.org/kit-kat-in-japan
https://soranews24.com/2022/10/07/kyoto-animation-directors-new-kitkat-anime-video-shows-sweet-moment-between-mother-and-daughter/
