A KitKat tour

Wasabi, azuki sandwich, matcha green tea, ichimi chilli, purple sweet potato and hojicha tea KitKats. The idea behind some of these flavours is Nestlé’s capitalisation on the market for regional souvenirs and gifting in Japan – they produce KitKat flavours that are unique to particular areas and cities in the country, so that visitors can take those regional KitKats back home as gifts. That hojicha tea KitKat, for example, is supposed to be reminiscent of the tea that’s produced by Itohkyuemon in Uji City, Kyoto, for use in temples and shrines. The wasabi one is for Shizuoka prefecture, and the ichimi chilli one is from Nagano. And they were all very enjoyable, I must say.

I wonder how well this concept would work in other countries – what regional ingredient specialties would lend themselves well to chocolate flavours? It would be pretty entertaining if you could do that for Protected/Controlled Designation of Origin food items. Roquefort cheese KitKat. Bordeaux wine KitKat. Prosciutto di San Daniele KitKat. Tennessee whiskey KitKat. Melton Mowbray pork pie KitKat. Ouzo KitKat. Manchego cheese KitKat. Is it just me, or is this sounding kind of like an awesome idea?

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  1. I’d love to see more adventurous kit kat flavours in Europe… your ideas are intriguing and I’d love to try them, with the exception of the pork pie! ;-)

    But I’m also of the opinion that they wouldn’t do as well as they do in Japan… I think the majority of shoppers in Europe aren’t quite as enthusiastic about limited edition flavours, or about trying unusual flavour combinations in their chocolates. Some are, but not enough. That’s my impression.

    I did a review of some flavours we found last year, if you are interested: http://www.kaveyeats.com/2013/04/japanese-kit-kats.html

    • Jess

       /  December 26, 2013

      Yeah, I guess Nestlé knows what it’s doing in terms of its target demographics and customers, and has probably decided that more unusual KitKat flavours wouldn’t do so well in other markets like Europe.

      Your review makes me want to try very hard to hunt down some of the flavours I haven’t tried yet. Although maybe not so much the “adult sweetness” one…

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