KitKat unveils five-finger bar

Nestlé brand KitKat has unveiled a new look as a five-finger bar, putting a contemporary spin on the original bar which comprised of four fingers.

To honour this occasion and show commitment to the new shape, the brand has said, it is changing its new tagline from ‘Have a Break, have a KitKat’ to ‘Take five! Take a KitKat’, “signalling the dawn of a new, thumb-filled era”.

“This twist on our classic KitKat has been years in the making, so we are thrilled to finally share our prized five-fingered KitKat. As fans of the brand know, our bar comes in 2 and 4-finger varieties, so we thought, why not make a full fist of it?” explained Katherine Barr, Head of Innovative Twists, KitKat. “We like to call the fifth finger in our KitKat Thumb, and we have to hand it to ourselves, we think we’ve scored a winner here. I’d like to give a big high five to the development team behind this revolutionary idea and would encourage everyone to take five out of their day to try the new bar.”

“I’m ready to take five after this intense development period that has seen us deliver the new KitKat five-finger bar. I’m proud of what a great product the team has created and I’m keen to hear what chocolate fans make of the new design,” added James Crisp, Chief Waferologist, KitKat.

The new five-finger bar is due to hit shelves everywhere later this month. Initial taste testing conducted by the brand confirmed the bar tastes the same as the four-finger one, with the main difference being it takes consumers longer to eat.

“With this exciting product launch, we’re also thrilled to announce the arrival of our latest Global campaign – ‘Take Five!’ which will not only highlight the bar’s new look, but the importance of having a break throughout the day, even if it’s just five minutes,” concluded Katherine Barr.

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Media contact

Caitlin Gittins
Editor, International Confectionery
Tel: +44 (0) 1622 823 920

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