Introduction to Kit Kat Flavors
Kit Kat means something different depending on where you are in the world. “Japan has 40 diff KitKat flavors,” one X user mused in August. “In America we have English muffins that don’t rot.” That same month, a TikToker in Canada went viral for what she called a candy bar bait-and-switch. She purchased a Kit Kat from the States at a Canadian dollar store — and did not enjoy it. “This is the American Kit Kats that everyone always say is worse than the Canadian one,” the TikToker said, noting she could instantly tell by the taste.
Why are Kit Kats in the U.S. so different from ones abroad?
They’re made by two different companies.
Strawberry Chocolate Kit Kat sold in Japan. Nestle
Kit Kats are largely sold around the world by Nestle, whereas those in the U.S. are sold by the Hershey Company. So, in Japan, for example, Nestle sells Kit Kats in flavors from butter and sake to wasabi and red bean soup. And in the U.S., Hershey sells not-quite-as-daring variations such as birthday cake and mint chocolate. A Hershey spokesperson tells TODAY.com that its flavor innovation in this market is “guided by deep consumer insights” and a “commitment to delivering on evolving taste preferences.”
A stateside Kit Kat. Hershey
“We work closely with our insights team to understand what excites consumers most — from bold new flavors to fun formats that elevate the break-time experience,” Chris Fenton, Kit Kat’s senior brand manager, tells TODAY.com via email. “This year, we brought that excitement to Halloween with new KITKAT Counts shapes, adding a seasonal twist to a beloved brand.” In 2023, Lynn Dornblaser, director of innovation and insight for Mintel Consulting, shared a theory with CNN that Hershey is “letting Nestlé do the heavy lifting when it comes to the really unusual flavors” and that the brand confusion between the brands is essentially free marketing for Hershey. “It’s a really fascinating dynamic,” added Dornblaser.
Japan’s Kit Kats hold special meaning
According to KitKat Japan, which just celebrated its 90th anniversary, the use of its candy to cheer on students taking exams naturally emerged among students, mainly in Kyushu, with the phrase “kitto katsutoo,” which means “We’ll definitely win!” and sounds similar to “Kit Kat.” The trend began to spread among students taking exams around 2002, and today, it’s a usual sight to see pupils bringing Kit Kats to exam venues or receiving them as gifts from loved ones. “KitKat is also popular not only for exams, but also in romantic and sports scenes, as a form of emotional support, and as a communication tool for conveying support and gratitude to loved ones,” reads a translation of the KitKat Japan history page.
Stateside Kit Kats start to branch out
For years, U.S. Kit Kat customers have begged the company to break us off a piece of that international lineup and, slowly but surely, we’ve started seeing more inventive flavors like Blueberry Muffin and Witch’s Brew, which features green-hued marshmallow-flavored creme. Looking ahead to the holidays, Kit Kat confirmed to TODAY.com that Peppermint Sticks are coming to the U.S. as part of its festive lineup. Here’s the full list of flavors currently on Hershey’s Kit Kat roster:
- Original Milk Chocolate
- Vanilla
- Ghost Toast
- Breaking Bones Vanilla Cream
- Witch’s Brew
- Pink Lemonade
- Birthday Cake
- Mint Dark Chocolate
- Lemon Crisp
- Chocolate Frosted Doughnut
- Churro
- Raspberry Cream
- Peppermint Stick
Conclusion
The difference in Kit Kat flavors between the U.S. and abroad is largely due to the fact that they are made by different companies. Nestle sells Kit Kats in a wide range of flavors around the world, while Hershey sells more traditional flavors in the U.S. However, Hershey has started to branch out and offer more unique flavors in recent years.
FAQs
Q: Why are Kit Kat flavors in the U.S. different from those abroad?
A: Kit Kats in the U.S. are made by Hershey, while those abroad are made by Nestle.
Q: What flavors of Kit Kat are available in the U.S.?
A: Hershey’s Kit Kat roster includes flavors such as Original Milk Chocolate, Vanilla, Ghost Toast, and Peppermint Stick.
Q: Are Kit Kats popular in Japan?
A: Yes, Kit Kats are very popular in Japan and are often given as gifts to students taking exams.
Q: Is Hershey planning to release any new Kit Kat flavors?
A: Yes, Kit Kat confirmed to TODAY.com that Peppermint Sticks are coming to the U.S. as part of its festive lineup.
