The launch followed news Nestlé would rename its Red Skins and Chicos lollies to ensure it isn’t “marginalising” any of its consumers.
Here’s a closer look at the new store:
At the chocolatory, you can design your own eight-finger KitKat at the ‘Create Your Break’ station. There are digital panels where you can choose what type of chocolate you’d like and what ingredients you want to mix into it, whether that’s mint, strawberries or caramel fudge.
There’s a section in the store with the ‘Special Editions’ KitKat range, which includes flavours from Australia, Japan and Brazil like the Reimagined Aussie Lamington or Uju Matcha.
You can also try a selection of KitKats from the chocolate train – which operates in much the same way as a sushi train. These chocolates come in a range of fillings like peanut butter and raspberry or wasabi crème.
If you’d like some bite-sized treats, there are smaller, individually wrapped KitKats in flavours like cotton candy, churro, sake and matcha.
Not to mention the Sublime range of KitKat flavours from Japan including strawberry, raspberry, passionfruit and yuzu.
Unique to the Sydney store is a Tasting Table where you can sit down and try some plated desserts. You can try the ‘Pod to Plate’ dish which includes wafer, mint and lemon in a dark chocolate pod or the ‘Aussi Lamo’ with sponge, cream, strawberries and toasted coconut.
Nestlé General Manager of Confectionary in ANZ, Chis O’Donnell described the chocolatory as an “innovation incubator”, which gives the company a good understanding of what consumers like and don’t like. “We can try different things that you just can’t do at scale in retail,” he said. “If we find that consumers like a particular flavour, then that’s something that we can bring into retail.”
For O’Donnell, it’s about giving consumers “a really immersive chocolate experience”. “We’ve got a very strong innovation pipeline, but we’ll use the KitKat Chocolatory as a way of helping guide the decisions we make in the future,” he said.