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Kit Kat Bars Temporarily Change Into YouTube Break Bars in the UK

Kit Kat Bars Temporarily Change Into YouTube Break Bars in the UK

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Nestlé has teamed up with Google to temporarily change the name of Kit Kat bars in the UK to ‘YouTube Break’

Give me a break, give me a break, break me off a piece of that YouTube bar!

Now even innocent candy bars are not safe from viral advertising. Nestlé has teamed up with Google to create a limited run of Kit Kat in the U.K. with the name on the packaging changed to “YouTube Break.” The name change comes two years after Google named its fall 2013 Android update “KitKat.” The YouTube Break bar will be just one of many redesigned wrappers to come, all of which celebrate the iconic candy bar’s 80th anniversary, according to Ad Week.

But U.K. customers, don’t panic: Your beloved Kit Kat bar isn’t going away. The unusual partnership is temporary, and only 600,000 YouTube Break candy wrappers will be created. Kit Kat will also sponsor trending videos on YouTube in the U.K.

"As Kit Kat celebrates its 80th anniversary and YouTube turns 10 this year, it is really exciting to be taking the partnership to a new phase,” chief executive of Nestlé U.K. and Ireland Dame Fiona Kendrick said.

Nestlé has confirmed that in anticipation of the big 8-0, they will create 100 million unique wrappers, all sporting variations of the phrase “My Break.” So if surfing viral videos or giggling at Keyboard Cat isn’t your thing, there’s also “Me Time Break” and “Sporty Break.”

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Use of the name "Kit Kat" or "Kit Cat" for a type of food goes back to the 18th Century, when mutton pies known as a Kit-Kat were served at meetings of the political Kit-Cat Club.

The origins of what us now known as the "Kit Kat" brand go back to 1935, when Rowntree's, a confectionery company based in York in the United Kingdom, trademarked the terms "Kit Cat" and "Kit Kat". Although the terms were not immediately utilised, the first conception of the Kit Kat appeared in the 1920s, when Rowntree launched a brand of boxed chocolates entitled "Kit Cat". This continued into the 1930s, when Rowntree's shifted focus and production onto its "Black Magic" and "Dairy Box" brands. With the promotion of alternative products the "Kit Cat" brand decreased and was eventually discontinued. [ 2 ] The original four-finger bar was developed after a worker at Rowntree's York Factory put a suggestion in a recommendation box for a snack that "a man could take to work in his pack". [ 3 ] The bar launched on 29 August 1935, under the title of "Rowntree's Chocolate Crisp" (priced at 2d), and was sold in London and throughout Southern England. [ 4 ]

The product's official title of "Rowntree's Chocolate Crisp" was renamed "Kit Kat Chocolate Crisp" in 1937, the same year that 'Kit Kat' began to incorporate "Break" into its recognisable advertising strategy. [ 2 ] The colour scheme and first flavour variation to the brand came in 1942, owing to World War II, when food shortages prompted an alteration in the recipe. The flavour of "Kit Kat" was changed to "dark" the packaging abandoned its "Chocolate Crisp" title, and was adorned in blue. [ 5 ] After the war the title was altered to "Kit Kat" and resumed its original milk recipe and red packaging.

Following on from its success in the United Kingdom, in the 1940s "Kit Kat" was exported to Canada, South Africa, Australia and New Zealand. During the same decade Donald Gilles, the executive at JWT Orland, created the iconic advertising line "Have a Break, Have a Kit Kat". The brand further expanded in the 1970s when Rowntree created a new distribution factory in Germany to meet European demand, and established agreements to distribute the brand in the USA and Japan, through the Hershey and Fujiya companies respectively. [ 2 ] In June 1988 Nestlé acquired Kit Kat through the purchase of Rowntree's. This gave Nestlé global control over the brand, except in North America, [ 6 ] and production and distribution increased with new facilities in Japan and additional manufacturing operations set up in Malaysia, India and China. [ 2 ]

Variants in the traditional chocolate bar first appeared in 1996 when "Kit Kat Orange", the first flavour variant, was introduced in the United Kingdom. Its success was followed by several varieties including mint and caramel, and in 1999 "Kit Kat Chunky" was launched and received favourably by international consumers. Variations on the traditional "Kit Kat" have continued to develop throughout the 2000s. In 2000 Nestlé acquired Fujiya’s share of the brand in Japan, and also expanded its marketplace in Japan, Russia, Turkey and Venezuela, in addition to markets in Eastern and Central Europe. [ 2 ] Throughout the decade 'Kit Kat' has introduced dozens of flavours and line extensions within specific consumer markets, and celebrated its 75th anniversary on 10 October 2009.

The traditional bar has four fingers which each measure approximately 1 centimetre (0.39 in) by 9 centimetres (3.5 in). A two-finger bar was launched in the 1930s, and has remained the company's best-selling biscuit brand ever since. [ 4 ] The 1999 "Kit Kat Chunky" (known as "Big Kat" in the US) has one large finger approximately 2.5 centimetres (0.98 in) wide. Kit Kat bars contain varying numbers of fingers depending on the market, ranging from the half-finger sized Kit Kat Petit in Japan, to the three-fingered variants in Arabia, to the twelve-finger family-size bars in Australia and France. Kit Kat bars are sold individually and in bags, boxes and multi-packs. In Ireland, the UK and America Nestlé also produces a Kit Kat Ice Cream, and in Australia and Malaysia, "Kit Kat Drumsticks".

In 2010 a new £5 million manufacturing line was opened by Nestlé in York, UK. This will produce more than a billion Kit Kat bars each year. [ 7 ]

KitKats set for YouTube Break rebrand

The chocolate-covered wafer biscuit bar KitKat, which is manufactured in York, is set for a temporary rebrand and name change.

Nestlé, which acquired Rowntree in 1988 (KitKat’s original creator), has decided to redesign chocolate bar’s wrapper as part of a major promotional campaign, Yahoo News reports.

More than 100 million specifically designed wrappers, which will be made among the six million KitKats produced every day at Nestlé’s factory in Haxby Road, will be produced over the course of the campaign, and feature 72 different types of “breaks.”

Among the limited edition KitKat packs, 600,000 will feature the new name ‘YouTube Break’, which is the result of a collaboration between Nestlé and Google as part of the food giant’s new marketing campaign called Celebrate the Breakers Break.

This partnership comes after Google named its Android operating system 4.4 update KitKat.

Fiona Kendrick, chief executive and chairman of Nestlé UK and Ireland said: “At Nestlé we’re delighted to be working with Google again.

“As KitKat celebrates its 80th anniversary and YouTube turns ten this year, it is really exciting to be taking the partnership to a new phase with our most iconic brand and slogan, ‘Have a break, have a KitKat’.

“We’re passionate about giving something back to our consumers which lead us to the idea to ‘celebrate the breakers break’. By teaming up with one of the world’s most popular entertainment channels, the ‘YouTube my break’ helps consumers have the most enjoyable break possible.”

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NESCAFE GOLD Cappuccino Unsweetened Taste

Skimmed Milk Powder (30%), Glucose Syrup, Coffee (16.7%) [Instant Coffee (15.5%), (Roast and Ground Coffee)], Coconut Oil, Lactose, Acidity Regulator (E340), Stabilisers (E331, E452), Salt [Sodium Chloride, Anti-Caking Agent (E535)], Natural Flavouring.

Skimmed Milk Powder (36%), Glucose Syrup, Lactose, Coconut Oil, Coffee (9.8%) [Instant Coffee (9.1%), (Roast and Ground Coffee)], Acidity Regulator (E340), Natural Flavouring, Salt [Sodium Chloride, Anti-Caking Agent (E535)], Stabilisers (E331, E452).

Sugar, Whea Flour (contains Calcium, Iron, Thiamin and Niacin), Whole and Skimmed Milk Powder (13%), Cocoa Mass (9%), Cocoa Butter, Vegetable Fats (Palm, Palm Kernel, Shea/Illipe/Mango Kernel/Kokum Gurgi/Sal), Lactose and Proteins from Whey (from Milk), Whey Powder (from Milk), Emulsifier (Sunflower Lecithin, Soya Lecithin), Yeast, Raising Agent (Sodium Bicarbonate), Natural Vanilla Flavouring, Salt, Butterfat (from Milk), Natural Flavourings.

Sugar, Cocoa Mass, Wheat Flour (contains Calcium, Iron, Thiamin and Niacin), Butterfat (from Milk), Cocoa Butter, Vegetable Fat (Palm Kernel/Palm/Shea/Sal/Illipe/Kokum Gurgi/Mango Kernel), Dried Whole Milk, Lactose and Proteins from Whey (from Milk), Whey Powder (from Milk), Emulsifiers (Sunflower Lecithin, Soya Lecithin), Natural Flavouring, Skimmed Milk Powder, Raising Agent (Sodium Bicarbonate), Yeast, Salt.

KITKAT 2 Finger Cookies & Cream

Sugar, Wheat Flour (contains Calcium, Iron, Thiamin and Niacin), Dried Whole Milk, Cocoa Butter, Cocoa Mass,Lactose and Proteins from Whey (from Milk), Whey Powder (from Milk), Vegetable Fat (Palm Kernel/Palm/Shea/Sal/Illipe/Kokum Gurgi/Mango Kernel), Emulsifiers (Sunflower Lecithin, Soya Lecithin), Butterfat (from Milk), Natural Vanilla Flavouring, Natural Flavouring, Skimmed Milk Powder, Raising Agent (Sodium Bicarbonate), Yeast, Salt.

In order for a circle jerk to work, the stroking has to go both ways. Google did Nestle a solid when it named Android 4.4 after the company's easily-broken-chocolate-bar-sticks. Now Nestle is taking a moment to return the favor. In the UK, the company has replaced Kit Kat branding with the words "YouTube Break" on over 600,000 limited edition wrappers.

The stroking doesn't stop there. Nestle is making this change as part of its "Celebrate the Breakers' Break" campaign, where it pushes Kit Kat eaters to "YouTube My Break." They can do so by pulling out their phones and uttering those words immediately after "OK Google." YouTube will then pull up a playlist of popular videos.

Google isn't the only one Nestle has invited over. This design marks just one of 72 different "breaks" that the company is putting on limited edition Kit Kat wrappers (others include Birthday Break, Office Break, and Rainy Day Break). It says this is the biggest change the chocolate bar's wrapper has seen since coming to market 80 years ago.

Have a break, have a YouTube break: Nestlé partners with Google for KitKat rebrand

Nestlé chocolate bar KitKat is to undergo a temporary rebrand as part of a promotional partnership with Google-owned YouTube.

In what is the biggest ever visual change to the 80-year-old confectionary brand, which is manufactured in York, KitKat is encouraging consumers to take a "YouTube Break".

That phrase will replace the traditional branding on wrappers as part of a "celebrate the breakers break" campaign by J Walter Thompson.

One of the temporarily rebranded KitKats

Among the limited edition KitKat packs, 600,000 will feature the new name ‘YouTube Break’, with a further 71 different types of "breaks" on more than 400 limited editions for the two and four-finger bars, as well as the Chunky bars. Others include "me time break" and "sporty break".

This partnership comes after Google named its Android operating system 4.4 update KitKat.

David Black, the managing director of branding and consumer markets at Google UK, said: "It’s great to see KitKat consumers are huge fans of YouTube and, along with our one billion users, regard YouTube as a favourite source of entertainment.

"With half of YouTube views now on mobile devices, ‘YouTube my break’ is a fun way for more people to interact on the channel and enjoy the best videos available."

Dame Fiona Kendrick, the chief executive and chairman at Nestlé UK & Ireland, said: "As KitKat celebrates its 80th anniversary and YouTube turns 10 this year, it is really exciting to be taking the partnership to a new phase with our most iconic brand and slogan, ‘Have a break, have a KitKat’."

Kit Kat Bars Temporarily Change Into YouTube Break Bars in the UK - Recipes

Full Product Name:
Four bars of crispy wafer fingers covered with thick milk chocolate (68%).

Store cool and dry
Best Before End: see coding panel or under fin seal.


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Typical ValuesPer 100gPer barReference Intake*%RI*
of which: saturates13.8g5.5g20g28%
of which: sugars50.1g20.0g90g22%
*Reference Intake of an average adult (8400kJ/2000kcal)
Contains 4 servings
Portions should be adjusted for children of different ages
Dietary Information


Ratings and reviews

Customer reviews (9)

Chunky not funky

of course there is nothing bad to say about chunky kit kat. a firm fan favourite big or small kit kat guys the spot.

Favourite chocolate bar
Nice treat

Usually only buy these when on offer since Morrisons stopped stocking the 8 pack. But a nice treat.


Me and my other half love kitkat chunkys! Our weekly shop is never without! Just disappointed that Morrisons has stopped selling the 8 pack!

Yummy taste but too expensive for smaller bars

I love the taste of these chocolate bars but I don't buy them very often, as they are not good value. Since the bars have shrunk in sizes, they are no longer as chunky and with the price going up this isn't an affordable snack. I only get a pack now and again when it is on a cheap special offer and I fancy a nice tasty treat

Silly reviews

Clearly states 160g 160 divided by 4 is 40g per bar I know it's shrunk. So have other bars but I knew what I was buying when I added it to the trolley. Unless you bit into it and there's a snickers bar instead, there's no need to rate any lower than 5. Still the same great taste, will continue to buy. Would recommend.

Your rating and review


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When the chase finally ends with the criminals hitting a stack of barrels, they all get out - but, instead of arresting the pair, they end up sharing a KitKat and talking about the car and the state of the traffic.

The policemen then agree to give the crooks a "head start" – before the chase carries on.

The clip ends with the famous "Have a break" slogan.

Sheerness Docks are becoming a familiar site in TV adverts

Sheerness Docks again gets a good showing in the video, which was filmed over two days in October.

It is thought to be the first time KitKat has had an advert on UK television since 2011.

How the KitKat became a phenomenon in Japan

Customers peruse the options at KitKat Chocolatory in the Daimaru Tokyo department store Credit: Keith NG

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C hef Yasumasa Takagi is hard at work. With a furrowed brow and a meditative air, he stands at his kitchen worktop and surveys a row of glass jars, each containing a rainbow-hued ingredient – green pistachio paste, pink strawberry powder, yellow yuzu citrus fruit. He sprinkles deep-pink raspberry powder into a bowl containing melted white chocolate, before dipping bite-size wafers into the mix and ceremoniously placing them inside a small mould.

The scene unfolding in the kitchen at the back of his upmarket Tokyo patisserie may seem fairly standard for the famed creator of luxury artisan sweets. But closer inspection reveals that the chef is making something perhaps more ordinary than imagined, for he is, in fact, experimenting with flavours for one of the world’s most popular chocolate bars: the humble KitKat.

Few could dispute Britain’s enduring love of – and appetite for – the iconic wafer-finger bar. Launched 80 years ago by Rowntree’s, and touted as the workman’s perfect companion to a cup of tea, KitKat revolutionised the nation’s biscuit-loving society and within two years was a bestseller. Now it is sold in more than 100 countries 700 KitKat fingers are reportedly consumed every second (totalling 22 billion a year), according to its current owners, Nestlé.

But there is one country in particular, 6,000 miles from its English origins, that stands out in its reverence for KitKat – namely Japan.

Since the first KitKat went on sale there in 1973, the nation has embraced it, making it one of its top-selling chocolate brands. While Japan’s KitKat retail sales are a fraction of the UK’s – Y17 billion in 2014, equivalent to £96 million compared to the UK’s £243 million – they have risen steadily since 2011, in contrast to a decline for the past two years in the UK, according to market-intelligence firm Euromonitor.

Such success is clearly tied to the country’s penchant for weird and wonderful flavours – 300-plus exotic varities have been created, from wasabi to melon. Then there are the quirky initiatives: the postable KitKat with a space on the wrapper for messages, the KitKat-cum-train ticket, the KitKat croissant…

KitKat is regarded as a premium confectionery brand in Japan – as reflected in its KitKat Chocolatory stores. Since the launch of the first of these branded boutiques in Tokyo in January last year, a further seven have opened across the country, attracting nearly one million customers, who have spent close to Y2 billion (£10.9 million-according to current exchange rate) on luxury KitKat confectionery masterminded by Chef Takagi.

How has a nation more famed for its appetite for sushi than sweet treats, not to mention its perfectionism in terms of quality and presentation, become one of the protagonists of the KitKat world? The story begins, it seems, with a stroke of luck that is the stuff of marketing dreams: KitKat sounds similar to the Japanese phrase kitto katsu: ‘you will surely win’.

The impact of its fortuitous name became clear around 14 years ago, when Nestlé noticed surging sales every January as customers bought KitKats as good-luck presents for students sitting university entrance exams. Tapping into this trend, Nestlé collaborated with Japan Post to launch the postable KitKat in 2009 – resulting in about half of the nation’s 600,000 annual exam-sitting students now receiving the chocolate for good luck every year. The customer-led initiative is one of a string of innovations that have meant the Japanese KitKat bears little resemblance to its UK counterpart, according to Ryoji Maki, marketing manager for confectionery at Nestlé Japan. ‘We had to differentiate the brand from the start when we realised that the global slogan, “Have a break, have a KitKat”, does not have the same meaning to the Japanese.’

A clue as to just how big the gap is between KitKat in Japan and the UK can be seen on a recent Thursday morning in the basement food hall of the department store Daimaru in Tokyo. A steady stream of people pause in front of the Kitkat Chocolatory concession, which is hard to miss with its red wall of KitKat motifs and sparkling red chandelier fashioned from KitKat moulds. ‘It’s busier at other times,’ says shop worker Mariko Suto, 28, in a cap and striped apron. ‘Queues can last 30 minutes at the weekend.’

Luxury KitKat creations by Chef Takagi take centre stage, among them the decadent single-finger Sublime range, which includes ingredients such as raspberry-infused 66 per cent dark chocolate (Y324). Orange Cocktail Noir, a heady mix of orange-scented chocolate and rum powder mixed into the wafer layers, sits alongside Sakura Green Tea, containing Uji tea leaves and powdered cherry-leaf extract (both Y432).

Kenichi Seimiya, a 47-year-old sales and marketing executive, sweeps in and chooses four Special boxes in minutes before presenting his gold credit card for the Y3,672 (£20) bill. As staff gift-wrap the chocolates, he says, ‘I’m going on a business trip next week to Malaysia and Thailand and I need to bring some gifts. KitKat is very famous and the flavours available here are popular outside Japan.’

Another customer, Noriko Inomata, 46, a chic television presenter, takes her time perusing. ‘I came here today because this morning my husband gave me a Sublime chocolate – and I was so surprised at how delicious it was. I had to come and have a look.’

Takagi rustles up such creations several miles across the city at Le Patissier Takagi in Aoyama, a neighbourhood famed for its fashion flagships and high-end eateries. Here, as well-heeled locals tuck into aromatic teas and carefully crafted cakes in the cafe, Takagi explains his unlikely union with Nestlé. ‘At first I refused, because I was approached by many different companies with offers and I wanted to keep my independence. But they were very convincing.’

Key to Takagi’s acceptance was the agreement that his creations would represent the most exclusive end of KitKat Japan. He set to work in his kitchen – which, as he later demonstrates, involves measuring samples (no colourings or artificial flavourings) into bowls of chocolate, before testing them on wafers.

In 2005 his first creation – a passion-fruit KitKat – was selected by Nestlé from 30 new flavours submitted by the chef, with dozens more following since, including plum, passion fruit and chilli, ginger and kinako soybean powder. ‘The challenge is how to make something handmade out of an industrial brand,’ he says. ‘The KitKat has three perimeters: the chocolate, the wafer and the cream. The chocolate and cream are where we can be most creative. For me, my goals are the same as in my work as a patissier. I want to surprise people, I want to make them happy and I want to somehow create an emotional reaction. I’m always looking for new textures and new flavours.’

When asked about the less successful flavours, he ponders briefly. ‘Watermelon is too light. And chestnuts, sweet potatoes and pumpkins are very difficult as their taste is too soft to mix with chocolate.’ His face brightening, he adds, ‘I’d like to do Kyoto pickles next.’

Despite KitKat Japan’s luxury innovations, its successes are not confined to the high-end. Hidden among the heaving shelves of the Shinjuku, Tokyo, outlet of Don Quijote, a 24-hour bargain- store chain, a basement corner appears to have been transformed into a KitKat shrine – with rows of special-offer treats, from rum and raisin flavour to sweet potato.

Yuuma Hirata, the floor manager, says, ‘Lots of Chinese tourists come here, also Koreans and Europeans, to pick up bags of KitKat. The most popular are the matcha green tea – it’s the balance between bitter green tea and chocolate, a good taste for foreigners.’

A short distance away in the calmer confines of Pronto coffee shop near Shibuya station, customers are enjoying KitKat croissants. Available in chocolate, sweet potato and green-tea varieties, the Y180 (£1) pastry, which contains a two-finger KitKat, was introduced in September. It has sold out daily since then according to Pronto, which has 300 cafes across Japan.

The croissant joins a string of KitKat innovations. A KitKat that doubles as a train ticket was launched last year with Sanriku Railway in northeastern Tohoku to support regional recovery following the 2011 tsunami, earthquake and nuclear disaster. Then there is the e-commerce store, with customers able to customise KitKat packets with photographs and messages for parties and weddings. KitKat Japan is showing no signs of slowing down: this month, it is launching a run of 500 luxurious KitKats covered in gold leaf.

Even the size of normal KitKats are different in Japan (there are six little fingers rather than four). It is the country’s unconventional relationship with chocolate that enables such innovations to flourish, according to Alex Villela, the French business executive manager for confectionery at Nestlé Japan. ‘Chocolate is a very recent concept in Japan,’ he explains, at the press launch of the eighth Chocolatory boutique in Tokyo’s Takashimaya department store. ‘Dutch sailors first brought it into Japan hundreds of years ago, but it really only caught on after World War Two, during the American occupation. The way of consuming chocolate in Japan is quite different from the UK. Because chocolate is very sweet compared to traditional Japanese confectionery, it’s normally only consumed in small amounts and it is still regarded as a treat.’

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