Nestle is about to launch as many as 1, 500 new varieties of KitKat in the UK, but there’s one enormous catch: they’re hand-crafted luxury KitKats with salted caramel and all that bollocks on them, created to order here in the UK and starting at an RRP of £ 7. 50.
Initially, the custom KitKats can be sourced from 30 branches of John Lewis, which starts selling them from this week. Nearer Christmas, though,the KitKat Chocolatoryconfigurator goes live, where your vastly expensive and entirely custom KitKat may be ordered online. This is quite a big deal in the retail industry, as it’s massive conglomerate Nestle selling something direct to the consumer for the first time, cutting out the little shops and having a vast markup all to itself.
There will be a sad “Gin and Tonic” flavor option too, alongside Dandelion and Burdock and Marmalade bar choices. The idea is you choose your base bar, then select three toppings and this, they say, is the premium KitKat experience the nation needs. At least the custom packaging options might see some rude words spelt out and shared on social media. [Nestle]