20 Feb 2020 --- KitKat’s flavor innovation trail continues with a new “Birthday Cake” launch from The Hershey Company, the brand’s US owner. The birthday cake flavor has been enjoying increased popularity in the US, and the trend is expected to cross over to other markets. This new flavor marks the first time that a KitKat bar will include sprinkles. Meanwhile in the UK, where KitKat is a Nestlé-owned brand, two-finger biscuits have been released in three flavors. The new flavors come at the heels of Nestlé’s European launches of KitKat Gold last month and KitKat Green Tea Matcha last July and KitKat Ruby in January 2018. The move is a bid to attract consumer attention via trending, “imaginative” flavors and textures as well as creating premium product versions of a well-known iconic chocolate bar.
