This Christmas, long-standing department store John Lewis will offer Londoners the chance to take home a “luxury handcrafted” version of the classic KitKat chocolate bar.
KitKat, famous for its “take a break” slogan, will set up a pop up shop inside John Lewis for the festive season to launch its upmarket KitKat Chocolatory range, while customers can also make purchases from a dedicated website.
The range allows customers to personalise their KitKats, with luxe flavours such as rose petals and cocoa nibs, while there will also be the option to coat your bar in the oft-Instagrammed ruby chocolate.
There are also a series of special edition flavours to choose from, such as whisky and ginger, marmalade and Earl Grey. However, the premium flavours are accompanied by a premium price tag. The 150g eight-finger bespoke bars are made to order in Yorkshire and clock in at £14, while the special edition bars aren’t exactly a bargain at £7.50. This is quite something when you compare prices with a standard 41.5g four-fingered KitKat, which typically costs 65p.
Explaining the difference in price, KitKat UK’s Cheryl Allen said: “We are very clear that the bulk of our business remains in the mainstream. This is a differentiated and premium product that is made to order.”
“KitKat was launched in the 1930s and one of the reasons it has endured for so long is because it has been able to evolve. These are luxury, handcrafted chocolates and I think it will positively surprise people how far you can stretch this brand.”
KitKat is the latest product to join the undying trend for personalised food and drink. Last year, Quality Street introduced tins which could be personalised with only your favourite chocolates from the selection, while brands such as Nutella and Coca Cola have introduced the option to personalise their products with your name in recent years.
The KitKat Chocolatery will be popping up at John Lewis Oxford Street from Thursday 26 September, while a second shop will open at the Manchester Trafford Centre site on 1 October.
If you love chocolate in all its forms, get ready for winter with our pick of the 25 best hot chocolates in London.