Nestlé has confirmed it will change the classic KitKat recipe across Europe, introducing a more distinct hazelnut taste and an extra crunch. The update, scheduled for September 2027, aims to attract new customers rather than appease existing fans, according to the company.
Recipe changes: hazelnut flavour and extra crunch
The iconic four-fingered bar, first launched in 1935, will gain a 'third level' of taste complexity, said Rouven Lochmuller, KitKat's global brand manager, at Nestlé's annual event on Tuesday in Vevey, Switzerland. 'We won't reduce the cocoa share but we will add a “third level” to KitKat, that gives a more complex level of taste,' Lochmuller stated, as reported by Bloomberg. The changes will roll out across Europe, including France, Germany, and Austria.
UK KitKat remains unchanged
British consumers will not notice any difference, as Nestlé considers the UK recipe 'already perfect.' Liberato Milo, Nestlé's head of confectionery and snacking, confirmed to Metro: 'For UK consumers, nothing will change as British tastes run more to burned caramel, and the recipe is already perfect.' UK KitKats are manufactured in York by Nestlé, while in the US, Hershey produces a version that will be tweaked for a 'creamier taste and texture' next year.
Consumer reactions
Not all fans welcome the change. On Instagram, @leadgen commented: 'Changing a product that billions of people already love to attract people who do not love it yet is the kind of logic that has ended more brands than bad products ever did.' @methanweber noted differences between US and Canadian versions, while @filomenalodico raised concerns about hazelnut allergies: 'What about people who are allergic to hazelnuts? Why are we always left out?'
Previous Nestlé recipe changes
This follows Nestlé's reformulation of Toffee Crisp and Blue Riband bars, which reduced cocoa mass in favour of vegetable fats, meaning they can no longer be legally described as 'milk chocolate' in the UK. Under British law, milk chocolate must contain at least 20% cocoa and 20% milk. The updated bars are now described as 'encased in a smooth milk chocolate flavour coating.'
Broader chocolate industry scrutiny
Cadbury has also faced rumours of reduced cocoa content, but a spokesperson from parent company Mondelēz International told Metro: 'Our chocolate meets all relevant standards required by UK and EU legislation, and we provide clear information to consumers on pack so that they can make informed decisions about what they eat.'
