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Japan's 300+ KitKat Flavors Explained

Nestle created over 300 flavors of KitKat bars in Japan to adapt to the convenience store business model and Japanese consumer preferences. Convenience stores change their shelf space weekly, so Nestle invested in creating different flavored KitKats as limited editions to maintain a presence. Many flavors are regional specialties that allow KitKats to be purchased as souvenirs. This adaptation strategy capitalized on convenience stores' need for variety and Japanese consumers' liking of new flavors.

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Pallab Dutta
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88 views8 pages

Japan's 300+ KitKat Flavors Explained

Nestle created over 300 flavors of KitKat bars in Japan to adapt to the convenience store business model and Japanese consumer preferences. Convenience stores change their shelf space weekly, so Nestle invested in creating different flavored KitKats as limited editions to maintain a presence. Many flavors are regional specialties that allow KitKats to be purchased as souvenirs. This adaptation strategy capitalized on convenience stores' need for variety and Japanese consumers' liking of new flavors.

Uploaded by

Pallab Dutta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Why Japan has

300+ flavors of
KitKat
Flavors change
constantly, with many
appearing as limited-
edition runs.

BUT WHY
The reason

Convenience-store business
model in Japan

Unlike products in supermarkets


that changed according to a 6-
month cycle, Convenience stores
reviewed their shelf space decisions
on a weekly basis.
#Nestle realized that it needed to
expand the scope of its offering in
order to expand the presence in
Japan.

They made a huge #investment


decision in capabilities to mix different
flavors into the milk chocolate of
Kitkat.
• Many of the flavors are sold in specific
areas of Japan only, created to mimic
regional specialties.

• This focus on regional specialties


allows Nestlé to package the candy
bars as souvenirs travelers to bring
back to their friends and family.

• So instead of bringing back the actual


roasted green tea or red bean
sandwich, one can bring back a
flavored KitKat bar.
Kitkat Japan is a classic
example of adaption and
development #strategy
where #brand
capitalized on:

- convenience stores
requirement for variety
and frequent change

- Japanese consumer's
preference for new
flavors.
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