"Nestle Debuts Natural Ruby Chocolate in KitKat-Crazed Japan"

It'll likely be well received. Japan ha a near obsession with KitKats.

Indeed, they've toyed with all manner of unique flavors for their KitKats. According to this article, wasabi and melon flavors , among others, have made their presence in the bars, so a pink, fruity chocolate like ruby would be an ideal fit for the Japanese market.

That may be why it is debuting here, rather than in the US, where consumers are very passionate about KitKats and may be less receptive to anyone messing with the tried-and-true favorite. If wasabi-flavored KitKats can work, wasabi-flavored bars are probably a shoe-in. The mass market in the US may not welcome neither. Time will tell, and I'm sure the ruby KitKats will find their way here eventually.

A delayed US debut may be a marketing strategy: Get a buzz going overseas about a new version of one of America's favorite candy bars that someone else has and they don't. Time will tell.

Comments (10)
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Interesting that they added raspberry puree. I'd have liked to taste just the ruby without the added flavorings, at least first. With this version in Tokyo, it might be harder to tell how much of the flavor profile is provided from the ruby chocolate, and how much is from the raspberries. Maybe they needed it for color, as I'm not sure it would be such a bright red.




One of the reasons the Ruby launch was in Shanghai is because the Chinese have a lot shorter history of eating chocolate and have less connection to traditional chocolate flavor profiles.

If you read the articles there are other cultural reasons for the success of KitKat in Japan and the fact that sales are increasing overall in Japan while they are decreasing in the UK. This line from the Telegraph article sums that up, "KitKat is regarded as a premium confectionery brand in Japan – as reflected in its KitKat Chocolatory stores." If B-C's customers can make these sorts of associations with Ruby (as well), then there is a bright (pink) future for Ruby.

Cosplay anyone?


I wonder if this chocolate will find favor in "people who don't like chocolate". @DiscoverChoc, you're right about Japan -- they have different flavor preferences throughout their cuisine. They've preferred the anise hints of crude stevia extract over neutral sweeteners, as they go so well with foods like those pickled vegetables. With the ruby, I agree about repeat purchases -- initial curiosity can give way quickly.