Company: Nestlé SA
Brand value: US$1,680 million
Change since 2018: 6%
Headquarter city: Vevey, Switzerland
Year formed: 1935
Kit Kat is iconic in the world of chocolate - a simple chocolate-covered wafer that has been produced in more than 350 flavours over the years. The brand’s ability to test new variants and enter markets with a local flavour has been at the heart of its global success. Building on the launch last year of a bright pink “ruby chocolate” bar, Kit Kat this year has launched a bright green version of the classic bar, flavoured with matcha tea. The product initially went on sale 15 years ago in Japan, but has only just made its UK and European debut. Kit Kat claimed in April to be releasing another new product – Kit Kat tea to accompany consumers’ favourite snack – but the news turned out to be an April Fools’ Day prank. The Kit Kat slogan “Have a break, have a Kit Kat” has been used since 1955. In 2019, that longstanding mantra inspired the “Make a Break For It” promotion, in which customers had the chance to win one of 10 holiday breaks to destinations including Barbados, Cuba and Thailand.