Inside the KitKat Slabs Experience that broke the mould for Jozi’s Tastemakers

The KitKat team at Nestlé East and Southern Africa Region (ESAR) has introduced a different meaning to South African “breaks” by launching its indulgent new slabs range in three new flavours, the Hazelnut, Double Chocolate and Salted Caramel, which were unveiled this month.

According to the South African Confectionary Market, chocolate is widely consumed in the country, with more than 52% of the South African adult population having eaten some form of chocolate in the past month.

 Chocolate also makes up over half of the country’s total confectionery consumption, with the market set to continue growing steadily in the years ahead. South Africa is now among the leading chocolate consumers on the continent, with per capita consumption climbing steadily. The KitKat slabs innovation marks an exciting step in bringing more expressive, premium chocolate experiences to South Africa. 

“The journey to KitKat Slabs has been shaped by clear consumer insights. We have seen a consistent shift towards premiumization, with younger audiences seeking multi-sensory products that deliver on taste, texture, and visual appeal. At the same time, consumers are demanding brands that offer playful self-expression while still meeting their need for indulgence and quality. KitKat Slabs were developed in direct response to these trends, signalling our commitment to evolve with our consumers and to continually redefine what a chocolate break can mean in today’s culture” stated Category Marketing Manager for Confectionery at Nestlé ESAR, Robin Lesch.

A new way to break

The KitKat slabs range introduces South Africans to a richer, more expressive chocolate break. Unlike traditional slabs, the new KitKat slabs combined the brand’s iconic crispy wafer with creamy fillings and visually striking marbled chocolate.

Reflecting on the launch, Kina Mkhize, Senior Brand Manager for Nestlé KitKat (ESAR), said: “South Africans are hungry for bold flavours and playful experiences and this launch arrived at the perfect time to inspire people to take a well-deserved break. With KitKat Slabs, our goal was to evolve the meaning of the break for today’s consumer. In today’s fast-paced world, people often forget to pause, especially as the year draws to a close and fatigue sets in. Slabs were created as a reminder to reclaim those moments. They’re designed for sharing, for self-expression and for celebrating life’s little breaks in a way that feels uplifting.”

The new KitKat Slabs range is available in:

• Salted Caramel: a smooth caramel flavour paired with KitKat wafer and marbled chocolate
• Hazelnut: a rich hazelnut taste balanced with creamy textures and wafer crunch
• Double Chocolate: an indulgent cocoa layers for chocolate lovers who want it all

Supplied by: KitKat South Africa.

Guzzle Media