KitKat to launch chocolate pop-up store

The 'Chocolatory' concept will offer consumers the chance to create their own KitKats and explore extraordinary flavours through weekly special edition versions of the bars.

KitKat: launching its first European chocolate pop-up experience
KitKat: launching its first European chocolate pop-up experience

Opening at The Street, Westfield Stratford City on 5 October and implemented by agency We Are Fearless, the Chocolatory will be in place for five weeks, until 8 November.

Consumers can create their own ultra-premium KitKat bar and bespoke packaging at the touch of a tablet screen, by choosing their preferred chocolate from milk, white or dark and then adding up to three toppings from 16 options, with this version called 'Create Your Break'. These bars will be tailor-made onsite by expert chocolatiers and ready to take home in an hour.

Launching alongside the 'Create Your Break' KitKat are weekly special edition bars. This extravagant twist on the iconic four-finger KitKat bar offers chocolate lovers the opportunity to explore extraordinary taste combinations and decadent ingredients. Hand-crafted in milk, dark and white chocolate, the special editions are limited edition KitKat bars that are exclusively available at the Chocolatory. 

Michelin-starred chef Michael O’Hare has also partnered with KitKat to create two signature edition KitKat bars. Renowned for his use of exotic ingredients and daring flavour combinations, O'Hare has created a contrastingly cool chilli and mint bar and his take on a retro British favourite: dandelion and burdock.

The KitKat Chocolatory follows in the footsteps of similar KitKat stores that have launched in Australia and Japan. This European-first is the latest experience-led initiative from KitKat parent company Nestlé, offering consumers the opportunity to embrace and showcase their creativity in a unique way. 

Andrew McIver, managing director of Nestlé Confectionery in the UK and Ireland, said: "Consumers are going to be given the opportunity to create their interpretation of a confectionery icon. The 'Create Your Break', special and signature edition KitKat bars elevate the brand into a brave new territory and offer fans the opportunity to try unique, exciting and delicious products."

We Are Fearless were appointed by Nestlé UK to conceive and deliver the whole project from creative development and packaging, content, talent, tech, PR and production. 

Garry Dods, founder and managing director at the agency, added: "We’re thrilled to be delivering the first ever KitKat Chocolatory in the UK. It’s a brave move by such an iconic brand to take personalisation to the next level. This isn’t just about being able to put your name on a pack, but also about giving customers the ultimate personalisation experience where they can create their own unique KitKat. It’s the perfect blend of customisation and creativity and we’re proud to be the agency team delivering the project."

Nestlé unveiled its new brand experience centre in Vevey, Switzerland, earlier this year, to coincide with its 150th anniversary.

One Minute with...Garry Dods, We Are Fearless.

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