The Hershey Company recently unveiled a limited-edition Kit Kat flavor inspired by a classic baked good. The new Blueberry Muffin Kit Kat features the classic Kit Kat wafers at the center of a blueberry muffin-flavored exterior with graham cookie pieces folded in.
Kit Kat Blueberry Muffin
“Our product creators have such passion for deciding which flavor Kit Kat should take on next and making sure it delivers for our fans,” said Dan Williard, brand manager of Kit Kat, in a press release. “Kit Kat Blueberry Muffin has already become one of our favorites; it has all the taste of a freshly baked blueberry muffin, but no baking required!”
The new Kit Kat flavor will be available at retailers nationwide until supplies last and come in a variety of sizes, including a 0.49-ounce snack size, 1.5-ounce standard bar and 3-ounce king bar.
Releasing limited-edition or new Kit Kat flavors is nothing new for Hershey. In January, the chocolate maker kicked off the New Year by introducing two new flavors: Kit Kat Duos Strawberry and Dark Chocolate and Kit Kat Thins Chocolate Hazelnut. The former is the latest flavor in the Kit Kat Duos lineup, which launched in 2019.
Surprisingly, the new blueberry muffin flavor is not the first breakfast-inspired limited-edition flavor. Last year, Hershey released a limited-edition Kit Kat Fruity Cereal flavor, which the brand likened to “big bowls of cereal in candy bars of bliss — all your favorite fruity flavors packed into one delicious bite after another,” according to its website.
Japanese Kit Kat Flavors
Wondering why American Kit Kat flavors are so limited compared to their Japanese counterparts? The answer is simple: international Kit Kats are manufactured by Nestlé, while American Kit Kats are made by Hershey. Though the chocolate bar originated in England, according to Hershey, it became particularly popular in Japan where it comes in more than 300 limited-edition seasonal and regional flavors.
In Japan, the name has a coincidental resemblance to the phrase “Kitto Katsu,” which translates into good luck or “surely win.” As a result, the chocolate bar is often given or sent as a good luck charm around exam season, making them popular among young people.
Since 2000, Nestlé has introduced over 300 different flavors, ranging from red bean, purple sweet potato, soy sauce, cherry blossom and sake, among many others. The popularity of the treat is also thought to be due to the seasonal and regional varieties and it is customary for family and friends to bring back specialty flavors from different places.
In 2009, Nestlé and Japan Post collaborated on a promotional campaign allowing people to customize chocolate bars, writing messages on them. They were so popular, they sold out within a month.
Like in the US, Japan has also seen several limited-edition Kit Kat campaigns, with chef Yasumasa Takagi creating recipes for the Kit Kat Chocolatory stores, which opened in 2014. With seven branches the following year, the chain sells luxury Kit Kat flavors, including raspberry-infused dark chocolate, orange-chocolate rum and Sakura green tea.
While the US may never see as many Kit Kat flavors as Japan, the new limited-edition Kit Kat Blueberry Muffin is sure to be a hit, as Kit Kat is the fourth most popular chocolate candy in America.