KitKat Presses On Abroad Despite Continued Legal Troubles

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Kit Kat and Cadbury have had their fair share of squabbles. Most recently, Nestle’s KitKat blocked Mondelez-owned Cadbury from trademarking its signature purple hue that it has used for years, but now Cadbury has struck back.

The UK’s biggest chocolate maker has been trying to block KitKat from trademarking the shape of its candy bars—which has been in use since about 1935—in the UK. The case is now being reviewed by the European Union Court of Justice in Luxembourg. Nestle already holds the trademark for the bar in the rest of Europe. 

But the legal wrangling hasn’t kept KitKat from furthering its brand.[more]

KitKat has opened the first KitKat boutique in Toyko’s Seibu department store, according to Bloomberg Businessweek. KitKats are considered to be good luck charms for students there because the “name sounds like kitto katsu, which translates as ‘you will surely win.’”

The brand partnered with Japanese chocolatier Takagi to create unique flavors special for the Japanese market, like Sakura Green Tea-flavored KitKats and other products. Working alongside pastry chef Yasumasa Takagai, the pair plans to continue to develop unique, seasonal flavors for the adult market. 

Back in Britain, the confectioner is making its mark with a new TV ad—the first since 2011—in which police and felons bond over the crunchy sweets. 

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