Kit Kat Localizes For Adult Tastes With Sake Offering
A new flavor for the Japanese market blends white chocolate and fine plum
Nestlé is no stranger to developing market-specific flavors for Japan. The latest sweet treat is a premium flavor called Kit Kat Ume Sake, a mix of white chocolate and sake made from Wakayama Nanko plums, which are considered to be of exceptional quality.
The creation of the new product was supervised by Hidetoshi Nakata, a retired Japanese soccer star and a subsequent expert in local liquor. The reason behind the new Kit Kat is to provide a unique flavor for Japan with aromatic flavors unlike any others from the brand.
Ume Sake Kit Kat is expected to launch in Japan in September and will be available to purchase in a pack of nine. Beyond the taste of the chocolate, the experience will also span into the digital ether too: on the side of each sake Kit Kat box will be a link to an app by Nakata called Sakenomy which lets users search for sake brands and record information from labels on bottles.
Images: Nestlé Japan