EUROPE – Nestlé has introduced its latest innovation in chocolate confectionery with the launch of KitKat Tablets in Europe, Canada, and South Africa.
The new product, designed to enhance the sharing and indulgence experience, will be available in three flavors: Double Chocolate, Hazelnut, and Salted Caramel.
This launch comes as Nestlé seeks to strengthen its presence in the growing tablet chocolate market and compete with industry leaders such as Mondelez’s Cadbury and Mars’ Galaxy.
Strategic expansion into the tablet chocolate market
Tablets have become the second most popular chocolate format in the European market, valued at CHF 7.5 billion (US$8.5B).
Over the past two years, the category has grown by over CHF 1.4 billion (US$1.6B), reflecting increasing consumer demand for premium, shareable chocolate options.
Nestlé aims to leverage this momentum with its new KitKat Tablets, targeting both existing KitKat consumers and younger shoppers looking for novel chocolate experiences.
“Consumer insights reveal an opportunity to make filled tablets more appealing,” said Stefano Agostini, Head of Confectionery, Nestlé Zone Europe. “The new KitKat Tablets bring a fresh take to this segment, making it more attractive to younger shoppers and reinforcing KitKat’s position as a leading brand.”
Production and investment in manufacturing capabilities
The new KitKat Tablets will be manufactured at Nestlé’s state-of-the-art facility in Sofia, Bulgaria, which officially opened in November 2024 following an investment of €44.2 million (US$48.1M).
This expansion is expected to increase production capacity by an additional 10,000 to 20,000 tons of chocolate annually, supporting exports to 29 European markets, Canada, and South Africa. The investment has also resulted in the creation of approximately 70 new jobs.
Nestlé has committed a total of €100 million (US$108.9M) to upgrading its European KitKat factories in Bulgaria, the UK, and Germany, further strengthening its production capabilities and ensuring the efficient supply of KitKat products across key markets.
New multisensory chocolate experience
This launch coincides with the 90th anniversary of the KitKat brand, which was originally introduced in York in 1935 as ‘Rowntree’s Chocolate Crisp’ before adopting the KitKat name a few years later.
Over the decades, KitKat has become a globally recognized brand, renowned for its “Have a Break, Have a KitKat” slogan.
Known for its signature crispy wafer, the brand is now expanding beyond its traditional break-time appeal to new consumption occasions, such as relaxing moments at home.
The new tablet bars incorporate creamy fillings and a visually appealing marbled chocolate design, developed with expertise from Nestlé’s R&D center in York, UK.
“These KitKat Tablets offer a whole new multisensory experience, carefully balancing ingredient proportions to create a delightful texture contrast between the chocolate shell and the creamy fillings,” said Louise Barrett, Head of the Nestlé Research and Development Center for Confectionery in York.
“Additionally, our marbling technique blends different chocolate masses to create visually striking swirl patterns, enhancing their appeal.”
Sustainability and ethical sourcing
Aligned with Nestlé’s broader sustainability goals, the cocoa mass used in KitKat Tablets is sourced directly from cocoa-farming families participating in the company’s income accelerator program.
This initiative aims to close the living income gap for cocoa farmers by incentivizing positive farming and household practices.
A recent report from the KIT Institute in 2024 highlighted promising results, with participating families experiencing a 38% increase in income within 18 months of joining the program.
With this latest expansion, Nestlé continues to evolve the KitKat brand while maintaining its legacy as a beloved chocolate choice worldwide.
