Matcha move: Nestle launches limited edition KitKat in UAE, KSA, Kuwait
It was made available in August in Saudi Arabia and September in the UAE and Kuwait, across major retailers.
According to Emile Douaihy, the business executive officer of confectionery & snacking at Nestle Middle East, KitKat Green Tea Matcha has been well received in other markets.
The product has been available in Japan for several years, and was launched in the UK and Europe earlier this year.
It is manufactured using UTZ-certified cocoa beans and matcha green tea from Japan and China. The product is combined with white chocolate to give a sweet and fragrant flavour without artificial colours, flavours or preservatives.
Rainer Mueller, the director of communication at Nestle Middle East told FoodNavigator-Asia: “Consumers in the Middle East are moving towards healthier eating habits. They are starting to look at the calorie count/portion size and guidance. They remain interested to discover innovations, new flavours and variants of their favourite brands so Kit Kat Green Tea Matcha caters to both trends.”
“Our belief is that confectionery is an integrated part of a balanced diet if consumed in moderation. Kit Kat provides transparent information about ingredients, portion size and portion guidance on all the products sold. Clean label will help consumers to understand our commitment to responsible consumption.”
Mueller said that there were no plans to release this limited edition product to other GCC countries now.
The company also recently launched an exclusive range of Starbucks-branded retail coffee products in the UAE, Saudi Arabia, and Kuwait.
Nestle’s portfolio in the Middle East region currently exceeds 60 product brands including Nestle Nido, Nestle NAN, S-26, Progress, Maggi, Nescafe, Kit Kat, Coffeemate, Nestle Cerelac, Nestle Fitness, Nestle Pure Life, Nespresso, Optifast and Cetaphil.