Nestle launches pink KitKats in Japan
TOKYO: Nestle SA will sweeten Japan’s Valentine’s Day with ruby-chocolate KitKats, choosing one of the world’s most candyobsessed markets for the debut of the first new type of natural chocolate in more than 80 years.
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.
The ruby chocolates went on sale at KitKat boutiques in Japan and South Korea as well as online on Thursday, ensuring chocolate lovers will have access to the treat before the February 14 holiday.
While Japan has seen many colours and flavours for KitKats before — its penchant for eccentric flavours such as wasabi or Hokkaido melon has attracted both locals and tourists — this is the first time ruby chocolate is going on sale since Barry Callebaut announced the innovation in September.
“Japan is the market that has made KitKat so iconic in terms of all the different flavours they’ve developed,” said Sandra Martinez, Nestle’s global head of confectionery, in an interview.
“This makes Japan the ideal market to go with this news, and KitKat 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.”
Ruby chocolate, which is based on a special type of cocoa bean found in Ivory Coast, Ecuador and Brazil, is naturally a pinkish colour from the powder extracted during processing. Standard chocolate KitKats are made from a blend of cocoa liquor, milk and cocoa butter, and the coloured varieties are produced using natural food dyes. Bloomberg