Product Review

There are different offerings from KitKat in countries all over the world. For example, Japan has launched more than 200 flavours in 15 years. In fact, the old Kitkat chocolate bar is undeniably doing quite well in the market. However, the current trend among the consumers are heading to a healthier lifestyle and hence, Nestle Kitkat can no longer survive with their existing products. Hectic and stressful lifestyles cause consumers nowadays to emphasize on speed and convenience. The consumers will opt for better options such as granola bar because they want something quick, convenient and healthy. The new product Kitkat Oat Bar incorporates the sweet as well as the healthy perspective together. This can definitely attract and appeal to the health-conscious consumers more as the Kitkat Oat Bar provides the customers both convenience and health. The Kitkat Oat Bar will be able to penetrate into the market in no time.

The product physical appearance looks like the well-known one finger bar, KitKat ChunKy, but the main ingredients are oat and chocolate. Other ingredients include a variety mixture of nuts and raisins, all covert by chocolate to the typical one finger bar. The variety of nuts consists of hazelnut, cashew nuts and peanuts. Also a small percentage of milk will be added to create a better consistency and a healthier image.

The packaging should represent the well-known design of the KitKat Chunky family. The typical Kit Kat logo in the red and white design should be used too. However, it is important to incorporate the healthy elements into the packaging to communicate the value of the new KitKat Oat to the consumer (Crofton et al., 2013). Therefore, the typical “CHUNKY” word should be replaced to “OAT”.