Nestle expands pink KitKat range called Ruby; India not a part of new launch

By: |
Updated: March 20, 2019 3:26:19 PM

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.

Analyst Corner: Nestle’s existing portfolio cementing its leadershipThe ‘pink’ KitKat, as it is popular on social media, was launched in Japan .

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.

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.

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.

Also Read: Maggi getting costlier; Tropicana, Real, Pepsi raising prices of popular food and beverages

“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.

Get live Stock Prices from BSE and NSE and latest NAV, portfolio of Mutual Funds, calculate your tax by Income Tax Calculator, know market’s Top Gainers, Top Losers & Best Equity Funds. Like us on Facebook and follow us on Twitter.