KitKat was originally born in the UK in 1935 as Rowntree's Chocolate Crisp and was later acquired by Nestlé. KitKat was not always packaged in red, and during the shortage of raw materials during World War II, an attempt was made to change to blue packaging in 1944, but in 1949 it was changed to the original bright red packaging, which is still used today.
 
As the slogan "Have a break. Have a KitKat", positioned as a relaxed and enjoyable snack, KitKat adopts a consistent chocolate strip shape, containing crunchy wafers and natural cocoa butter to enhance the taste, with a chocolate content of ≥68%, which is higher than Nestlé's other wafer cocoa butter chocolate "Crunchy Shark" in China.
 
According to statistics, KitKat chocolate is produced and sold 3 million pieces a day, but in China, the brand has suffered repeated setbacks, and in 2015, it entered the Chinese market three times and only sold it at Walmart. Now, KitKat has entered the market again, with a single box price of about 22 yuan, but the category diversity is not as good as "Crispy Shark".
 
But in Japan, KitKat is selling in full swing. The Japanese market has long become the most important part of the KitKat world map, including limited regions and limited-time flavors, with more than 300 models so far, bringing out the flavors of wafers to the fullest, and becoming a mecca for KitKat fans all over the world to refresh their tastes.
 
Although Nestlé has successfully entered the mid-to-high-end coffee market through the capsule coffee brand Nespresso, in the chocolate category, Nestlé's KitKat has not achieved this success in China, and the product has insufficient flavor characteristics, and consumers are even willing to buy Japan's special KitKat on their behalf.