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Snacks Retail Expertise

Keeping Consumers and Retailers Coming Back: How KIT KAT® Vanilla Reinforces Hershey’s Leadership in Flavor Innovation

Vanilla, the newest KIT KAT® bar flavor, showcases the brand’s commitment to delivering both fan-favorite and new flavors that engage consumers and drive long-term retail success.
Justin Kukura, Director, Chocolate & Adj Product Development

Key Takeaways:

    • The KIT KAT® brand is keeping things exciting with the launch of its new vanilla flavor, adding another exciting option to its lineup and proving once again that it knows how to stand out in the candy aisle.
    • Balancing permanent flavors with limited time offerings (LTOs), the KIT KAT® brand effectively engages fans, boosts retail sales, and maintains a dynamic presence in the market.
    • The brand’s strategic approach to flavor innovation is part of The Hershey Company’s larger commitment to not only delighting consumers, but also to driving industry growth and reinforcing retail partnerships.  

September 18, 2024

At The Hershey Company, innovation both defines our legacy and guides our path forward. This forward momentum is driven by our beloved, iconic products like KIT KAT®—one of the fastest-growing and most in-demand brands in the U.S.

The secret to the KIT KAT® brand’s success? It continuously brings new and exciting flavors that differentiate the brand not only within its own portfolio, but across the entire candy aisle, driving retail success and strengthening partnerships.

Celebrating the KIT KAT® Brand’s Newest Launch

We know variety-seeking consumers and core KIT KAT® brand fans alike are always looking for new ways to take a break and enjoy one of our bars. And sometimes, as we continue to build our brand offerings, it's about going back to the basics to drive our innovation. That’s why, this fall, we are excited to introduce KIT KAT® Vanilla, a new permanent addition to the lineup. KIT KAT® Vanilla is the output of robust consumer research that investigated the best flavor to balance and complement the crispy, baked wafers and praline layers of the bar we all know and love. The launch of Vanilla comes on the heels of this summer’s KIT KAT® Pink Lemonade, a limited-edition, refreshing flavor that captures the essence of summer. Combined, these new flavors are not just about delighting taste buds; they reflect our strategic approach to understanding consumer preferences and driving the confectionery industry forward.

Owning the Candy Aisle Through Key Insights and a Balanced Portfolio

The KIT KAT® brand’s dedication to leveraging unique consumer insights is a cornerstone of its success – and it’s how we continue to win in the candy aisle. As consumers continue to receive more choices at a constant rate, key brands must bring to market innovations that lean into preference, which will in turn drive sales for retailers. KIT KAT® Vanilla is a great example of this. While we know vanilla isn't a new flavor to the category, it’s one that consumers love. In fact, 89% of consumers who have tried vanilla like or love it.

In addition to going back to the basics, we’re also hyper-focused on leveraging our LTO (limited time offering) SKUs to drive excitement and curiosity, which has led to the success of flavors like KIT KAT® Pink Lemonade. This unexpected flavor taps into the popularity of pink lemonade, which resonates particularly well with Gen Z, millennials, and diverse consumer groups. We’ve also seen how seasonality directly impacts demand for LTOs – since their launch in 2019, KIT KAT® summer individual flavors have grown over 30%.

Whether mainstays or LTOS, each one of our standout flavors – from KIT KAT® Duos Dark Chocolate and Mint to the limited-edition KIT KAT® Churro – are rooted in unique consumer insights. When combined with our crunchy, delicious KIT KAT® bars, these insights ensure we stand out from any other candy on the shelf – and drive sales for our valued retail partners across the nation.

Partnering with Retailers to Bring Flavors to Shelves

Ensuring the successful launch of new flavors like KIT KAT® Vanilla and Pink Lemonade also requires close collaboration with our retail partners. To ensure successful launches before our products even hit shelves, KIT KAT® and The Hershey Company at large works hand-in-hand with retailers to optimize shelf placement, design effective in-store merchandising, and plan promotional activities that maximize product visibility and consumer engagement.

This partnership approach not only helps introduce our new flavors to a broader audience but also ensures that retailers can meet the demand generated by our innovative offerings, contributing to mutual growth and success. As we continue to expand our flavor portfolio, we remain committed to supporting our retail partners with the tools and insights they need to effectively bring these products to consumers.

The KIT KAT® brand’s consumer-driven flavor strategy is more than just a recipe for delicious new treats—it’s a proven approach to driving sales and reinforcing our strong retailer partnerships. As we look to the future, we’ll continue to focus on our data-driven approach, ensuring that KIT KAT® remains a beloved brand that excites consumers and supports retail success.