A big change is coming for European fans of the KitKat (Picture: Shutterstock/Ekaterina_Minaeva)
Have a break, have a KitKat.
It’s an idea that’s resonated with the nation for almost 100 years, ever since the four-fingered bar of delight first burst onto the scene in 1935.
Now, though, Nestlé is making a huge change to the classic treat across Europe.
The snacks have long been known for their crunch; biting into one, you’ll first be hit with a smooth bite of chocolate before the crackle of a wafer.
But it seems there are plans in the works to enhance this experience, making the humble KitKat even crunchier.
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And that’s not the only change coming.
KitKat is readily available across Europe, but the recipe is changing (Picture: PA)
What’s going on with KitKats?
The flavour is also going to be enhanced to give it a more distinct hazelnut taste, according to Bloomberg.
‘We won’t reduce the cocoa share but we will add a “third level” to KitKat, that gives a more complex level of taste,’ KitKat’s global brand manager, Rouven Lochmuller, said at the company’s annual event on Tuesday in Vevey, Switzerland.
The recipe change is scheduled for September 2027, and it’ll be rolling out across Europe.
But while it might seem like it’s intended to appease long-standing KitKat loyalists, it’s actually more to do with attracting new customers.
Is the recipe change happening in the UK?
Crucially, UK customers won’t notice any difference, as the tweaks aren’t being made over here.
That’s because the KitKat bosses reckon the British recipe (yes, they differ ever so slightly across markets, most notably exemplified by the slightly different branding in place in the US) is ‘already perfect.’
Liberato Milo, Nestlé’s head of confectionery and snacking, confirmed to Metro that UK KitKats will remain the same, saying: ‘For UK consumers, nothing will change as British tastes run more to burned caramel, and the recipe is already perfect.’
Fair enough.
But across other European countries where KitKats are readily available, snack aficionados should prepare for a new era. This includes the likes of France, Germany, and Austria.
And Europe isn’t the only place where the recipe is being tweaked.
While our version of a KitKat is manufactured in York by Nestlé, over in the US, Hershey is responsible for the recipe – and the company previously confirmed it would be switching things up slightly to create a ‘creamier taste and texture’ next year.
Fans aren’t best pleased about the news (Picture: Nestlé)
What do fans think?
While KitKat might think they’re improving the recipe, not everyone’s pleased about the change.
Over on Instagram, @leadgen wrote: ‘Changing a product that billions of people already love to attract people who do not love it yet is the kind of logic that has ended more brands than bad products ever did.’
Similarly, @methanweber shared: ‘KitKat was good growing up. It’s totally different now and tastes like artificial nonsense in the US…last summer I tried KitKat in Canada, and it tasted way better than the US version.’
‘If it ain’t broke, don’t fix it,’ @arneepalmee argued, as @filomenalodico asked: ‘What about people who are allergic to hazelnuts? Why are we always left out?’
And @mcnultyk9 added: ‘They gonna make it cheaper to make while we probably pay more for less chocolate.’
Do you still enjoy KitKats?
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This comes after changes were made to two other Nestlé products which meant they could no longer be called actual ‘chocolate’.
The confectionery giant reformulated the iconic Toffee Crisp and Blue Riband bars as a cost-saving measure, reducing cocoa mass in favour of a higher ratio of vegetable fats.
In Britain, it can only be lawfully described as milk chocolate if it contains a minimum 20% cocoa and 20% milk.
And although Nestlé hasn’t revealed the exact percentages in its new Toffee Crisp and Blue Riband recipes, they no longer meet this threshold following the update.
As a result, the product descriptions for both bars have been updated to say they’re ‘encased in a smooth milk chocolate flavour coating’ rather than being covered in ‘milk chocolate’.
Nestlé isn’t the only brand facing allegations that their chocolate is becoming less, well, chocolatey. Cadbury fans have long suspected that the British confectionery giant has seen a reduction in quality.
Previously writing into Metro HQ, a flurry of reader emails previously claimed Dairy Milk doesn’t have enough cocoa solids to be called chocolate, and it’s ‘going against trading standards’ to do so.
It’s a rumour doing the rounds on social media too, with numerous posts on Facebook and Reddit saying its cocoa content has been reduced to the point ‘it doesn’t meet the criteria’ and ‘is no longer allowed’ to be referred to as chocolate.
Unfortunately for the gossip train though, this is simply not true, with the word featuring on the flagship product’s packaging and marketing materials alike.
‘Our chocolate meets all relevant standards required by UK and EU legislation, and we provide clear information to consumers on pack so that they can make informed decisions about what they eat,’ a spokesperson from Cadbury parent company Mondelēz International told Metro.
Do you have a story you’d like to share? Get in touch by emailing MetroLifestyleTeam@metro.co.uk
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