Nes­tle to be­gin sell­ing new green KitKat in Europe

Irish Examiner - - Business - Ellen Mil­li­gan

Euro­pean cho­co­late lovers are about to get an in­jec­tion of Ja­panese cul­ture, as Nes­tle’s green-tea matcha KitKat launches across the con­ti­nent.

The con­fec­tionery brand will be­gin to sell the green cho­co­late bar in Europe this month, 15 years af­ter it was cre­ated in Ja­pan. The blend of im­ported green-tea matcha pow­der with co­coa but­ter and white cho­co­late will be made at Nes­tle’s fac­tory in Ham­burg.

It will be sold ini­tially in eight coun­tries, in­clud­ing Ger­many, the UK, Italy, and Switzer­land, be­fore go­ing wider. Ja­pan’s $5 (€4.4bn) cho­co­late con­fec­tionery mar­ket is Asia’s largest, ac­cord­ing to Euromon­i­tor In­ter­na­tional, and it is KitKat’s most pop­u­lar.

The green-tea matcha bar lands in the top three favourite of its 350 prod­ucts in the coun­try. Glob­ally, KitKat ac­counted for more than €884m of Nes­tle’s con­fec­tionery sales last year. It has an or­ganic growth rate of 9%, ex­ceed­ing Nes­tle’s con­fec­tionery growth of 3% in 2018.

Green-tea matcha is a pow­dered green tea that is deeply rooted in Ja­panese cul­ture and is of­ten used as part of an elab­o­rate tea cer­e­mony in the coun­try.

The tea has be­come in­creas­ingly pop­u­lar in Europe in re­cent years, es­pe­cially in matcha green­tea lat­tes. The launch comes a year af­ter Nes­tle sold its US con­fec­tionery unit to Ital­ian Nutella maker Fer­rero for $2.8bn. Unloading the unit demon­strated Nes­tle’s shift to­ward faster-grow­ing cat­e­gories like cof­fee, pet food, and wa­ter.

■ Bloomberg

Nes­tle will be­gin to sell the green cho­co­late bar in Europe this month, 15 years af­ter it was cre­ated in Ja­pan.

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