KIT KAT, one of the world's leading chocolate brands, has a fascinating history.

In the late 17th century in London a literary & political club frequently met at a pie shop, owned by pastry chef Christopher Catling. The group called itself the Kit Kat club, using an abbreviated version of the owner's name.

In the 18th century the group met in different locations but were regulars on The Strand, a street in central London which is now occupied by the famous restaurant, Simpsons-in-the-Strand.

In 1911, and for reasons unknown, Rowntree's, a major confectionery business based in York, UK, registered the names KIT CAT and KIT KAT. Interestingly though they did not immediately use them.

In the 1920's Rowntree launched a brand of boxed chocolates called Kit Cat.

During the early 1930's Rowntree decided that they were making too many different boxed assortments and it would be better to put more energy into one or two strong assortment brands.

BLACK MAGIC and DAIRY BOX were the brands which received focus and continue to this day.

Kit-Cat as a box of chocolates was gradually phased out.

Joseph Rowntree 1836-1925

On August 29th in 1935 the first four finger chocolate covered wafer was manufactured and then launched in London and the South East of England as Rowntree's Chocolate Crisp.

One of the company's employees felt that Rowntree ought to be making 'a chocolate bar that a man could take to work in his pack up'.

The 4 finger Chocolate Crisp bar was the result. Its immediate success ensured that it was quickly rolled out all across the UK.

Whilst the product was an instant hit, the name was felt to be a little too long for consumers. George Harris, Rowntree's innovative Marketing Director introduced the KIT KAT name on the pack, re-branding it in May 1937 as KIT KAT Chocolate Crisp.

And so an iconic brand was born.

George Harris 1895 - 1958

In the following years sales of KIT KAT grew rapidly and it has become a star in the confectionery world.

At the same time as the introduction of the KIT KAT name the concept of taking a 'break' with KIT KAT was first used in it's advertising in 1937.

The link between KIT KAT and breaks has remained a consistent theme for over 70 years.

In 1942 Rowntree's had to alter the recipe of KIT KAT Chocolate Crisp due to shortages of fresh milk.
In order not to affect customer loyalty, the company produced a KIT KAT in a distinctive blue wrapper to avoid confusion. The oval logo was removed along with the 'Chocolate Crisp' descriptor and KIT KAT was written in bold type.

The explanation on the packaging and in their advertisements read "No More Chocolate Crisp Till After The War".

In 1949 with the increased availability of milk, KIT KAT returned in its striking red livery. At the same time the words 'Chocolate Crisp' were not reintroduced and the distinctive KIT KAT logo became more prominent on pack.

It was from this point that Rowntree's were really able to focus their attention on brand investment and start a period of dramatic growth in the brand's home market.

The 1950's saw the international expansion of the brand starting in Commonwealth countries such as Australia, New Zealand, South Africa, Rhodesia and Canada, where Rowntree had already established a presence.

Manufacturing facilities were set up in Campbellfield (Aus), East London (S.A), Toronto (Can) to meet the growing demand. They continue to be used to this day.

Canada

S.Africa

Australia

Along with the arrival of commercial television in the UK in the late 1950's came the big break through in the advertising of KIT KAT.

Donald Gillies, an executive at advertising agency JWT in London, developed the classic line:
"Have a break, have a Kit Kat" This was first launched in 1958 with four TV commercials and a press campaign. In the intervening 50 years it has become a genuine advertising icon and is now a registered property of our brand. Advertising agency JWT has worked consistently on the brand since its launch.

Good marketing and the growing post war economies saw KIT KAT sales continue to climb. The brand received a further important boost in 1963.

The then UK brand manager, David Thompson, saw an opportunity to extend the brand into the chocolate biscuit section of grocery stores by creating a two-finger multi-pack.

This packaging innovation was an instant hit and helped double sales in the next decade as consumers enjoyed the benefits of more breaks at home. David Thompson went on to become managing director of the UK business.

In the 1970's, a second phase of global expansion took place in three different regions using a combination of different business models.

EUROPE In the mid-1970s Rowntree started production of KIT KAT in factory in Hamburg, Germany. This fed the growing demand for KIT KAT in Western European markets. Following the fall of the Berlin Wall in 1989, it also began supply to Central European markets. (Hamburg Factory)

USA In North America Rowntree further enhanced the global footprint of KIT KAT through an agreement with Hershey Foods Corporation to sell the brand in the USA. This agreement continues to this day, now under licence from Societé Des Produits Nestlé S.A.

JAPAN In Asia Rowntree agreed a partnership with the FUJIYA corporation of Japan in 1972, and the following year FUJIYA launched KIT KAT in the market. In 1989 FUJIYA and Nestlé established a joint company 'Nestlé Mackintosh' and started KIT KAT production in Kasumigaura factory in the same year.

The 1980's was a period of strong volume growth for KIT KAT in both its home market and abroad.

In April of 1988 Swiss based chocolate maker, Jacob Suchard launched a hostile takeover bid for Rowntree. In the preceding years Nestlé had been discussing a collaborative working partnership with Rowntree, though these had not borne fruit.

Nestlé saw a great opportunity to build on its long and proud heritage in the chocolate category. After a hard fought battle Nestlé emerged as the winner in acquiring the Rowntree business.

In large part, this acquisition was driven by the desire to acquire the significant strength, and yet still untapped potential, of Rowntree's leading brand KIT KAT.
This provided a new and dynamic platform for brand growth in the coming years.

The past two decades following acquisition have seen a hectic pace of brand development and manufacturing expansion in emerging markets.

The 1990's saw KIT KAT manufacturing operations set up in Malaysia, India, China. The first decade of the new millennium would see this trend continue in Bulgaria, Russia, Turkey and Venezuela.

This has helped bring the pleasure of the KIT KAT break to a whole new world of consumers.

Ponda factory (India)

Chembong factory (Malaysia)

The launch of KIT KAT CHUNKY in the UK in April 1999 heralded a new era of innovation as KIT KAT targeted consumers looking for a bigger eat.

The instant and phenomenal success of KIT KAT CHUNKY in the UK quickly led to its introduction into both established and emerging markets.

The success of the KIT KAT CHUNKY format and the strong demand for hunger satisfaction in Central & Eastern Europe meant that the brand's expansion into this region was led by the KIT KAT CHUNKY format.
Manufacturing was set up in Sofia, Bulgaria and Perm, Russia.

Poland

Romania

Further innovation has taken the brand into bite-size with KIT KAT POP CHOC, into permissibility with KIT KAT SINGLES, into affordable territory with price-point single finger offerings and into family size tablets. More recently the brand has moved into more indulgent territory with the successful launch in 2008 of KIT KAT SENSES.

The first KIT KAT flavor variant, KIT KAT Orange, was launched in the UK in 1996. Since this time, many new, exciting and exotic flavours have been launched creating excitement and pleasure all over the world.

In Japan, Nestlé's 2nd largest KIT KAT market, flavours have played a strong role in building the brand. They have developed more than 100 different recipes and have contributed to the evolution of Japanese confectionery market.

Increasing air-travel and the growth of the duty free industry have provided further opportunities for brand growth.

Since 1999 Nestlé International Travel Retail S.A. has managed a vibrant channel. It is also home to the largest single retail outlet for KIT KAT worldwide. Dubai Duty Free sells an average of one tonne of KIT KAT every day to its customers!

Today KIT KAT is one of the most global of all chocolate brands. With its perfect balance of delicious chocolate and crispy wafer is the ideal treat. Combined with the simple encouragement to 'Have a break, have a Kit Kat'. it has never been more relevant than in today's hectic world.

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