KitKat marks 90 years of success with innovation, global partnerships, new formats

ENGLAND – Nestlé’s KitKat, one of the world’s best-selling confectionery brands, is celebrating its 90th anniversary by continuing to reinvent itself while staying true to its iconic message: “Have a break, have a KitKat.”

Launched in York, England, in 1935, KitKat has grown into a global powerhouse available in more than 85 countries, with over 5 billion bars sold annually. 

Known for its original four-finger wafer bar, the brand has expanded far beyond its roots to include more than 300 flavors, from matcha and sake to wasabi, and numerous formats such as ice cream, cereals, chocolate spreads, and ready-to-drink beverages.

Recent innovation includes the KitKat tablet, developed to meet the rising demand for indulgent, shareable chocolate moments. 

Tablets are now the second-largest chocolate segment in Europe, growing by CHF 1.4 billion (approximately US$1.6 billion) over the past two years to reach CHF 7.5 billion (approximately US$8.5 billion) in value.

By entering this space, KitKat aims to capture new occasions, such as at-home relaxation after work or on weekends.

KitKat’s success stems not only from product innovation but also from effective global marketing and strategic partnerships. 

The brand recently launched its most significant partnership to date with Formula 1®, increasing global visibility, and rolled out the “Break Better” campaign, encouraging consumers to take more meaningful breaks. 

Rouven Lochmüller, KitKat Global Brand Manager, emphasized that consistent messaging remains central to its strategy. “Effective marketing with a consistent message is crucial for continuously winning over consumers across geographies,” he said.

Collaboration with other Nestlé brands and external partners has also helped KitKat stay relevant with younger audiences. 

Co-creations such as KitKat Nescafé Mocha Flavour and bold launches like KitKat Chunky Funky have resonated with Gen Z’s appetite for excitement and novelty. 

Globally, KitKat has engaged consumers through music festivals in Brazil, esports initiatives such as League of Legends Ultimate Break, and campaigns in partnership with Netflix and Spotify in India.

The brand’s balance of global consistency and local adaptation has been key to sustaining growth and profitability.

KitKat customizes flavors and recipes to regional preferences while maintaining a recognizable brand identity worldwide.

Nestlé continues to prioritize investment in its most significant and most profitable brands, with KitKat standing as a cornerstone of its confectionery portfolio in terms of both revenue and brand value. 

Looking ahead, KitKat plans to build on its history of innovation, marketing excellence, and cultural relevance to ensure it remains a symbol of a well-deserved break for generations to come.

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