It has been a year since the launch of Nestle’s pink chocolates called Ruby in select global markets. Recently, news surfaced that the Ruby range of chocolates has added another product in its portfolio called Nuts and Cranberry. The ‘pink’ KitKat, as it is popular on social media, was launched in Japan along with 26 other global market including Canada. However, India hasn’t seen development on this turf. The question now is ‘Why not India?’; one of the world’s largest consumer market not on Nestle’s list for new releases.
To mark the first anniversary of Ruby chocolate, Nestlé today launched KitKat Everyday Nuts and Cranberry in Japan https://t.co/aOMZJSzKbF #kitkat #kitkatruby #rubylicious #rubychocolate pic.twitter.com/ztqdQscATK
— Nestlé (@Nestle) March 19, 2019
A query sent to Nestle India did not elicit a confirmation or a denial. Meanwhile, the product is a hit in the markets in which it was launched. As it happens, the US market was also not a part of the launch, as the product is under Food and Drug Administration review, Chicago Tribune reported.
If you’re in Japan, pick up a ruby Kitkat for me 🙂 https://t.co/fyJRME5lOb
— Pearl Freier (@PearlF) March 19, 2019
@KITKAT finally steps it game up in the uk???? these #rubychocolate #KitKat is delicious.. a very mild berry tasting chocolate? Sounds strange but I’m loving this ruby cocoa???? thank you @kitkat for finally bringing them to the uk. @japan has all the fun pic.twitter.com/50QjNam24S
— Nikki (@nikki_xMx) March 14, 2019
After the product launch, Nestle tweeted “The launch of innovations like KitKat with Ruby chocolate underlines Nestlé’s commitment to growing its leading international confectionery brands around the world.”
Ruby chocolates — a part of the celebration of one year anniversary of KitKat’s earlier launched pink chocolates (which too were not a part of India launch) are the fourth type of chocolate along with milk, dark and white variants, Bloomberg reported.
“Asian consumers are extremely open to new things and they are extremely astute when it comes to social media.” Cedric Lacroix, managing director for Nestle in Japan had told Bloomberg. Speaking about the gourmet industry, he suggested that trends were earlier created in Western Europe and North America but now, Asia is a forerunner in setting trends, a Bloomberg story says.
Previously, KitKat had added Dessert Delight range to its portfolio. Available in three flavours — Truffle, Brownie Kubes and Choco Pudding — the product is available in the select market and retails for Rs 55 each. Nestle has other brands as well in the chocolate segment including Nestle Festive collection, Munch, Bar One, Milky Bar, Alpino and Nestle Senses among others.