KitKats set for YouTube Break rebrand

The chocolate-covered wafer biscuit bar KitKat, which is manufactured in York, is set for a temporary rebrand and name change.

Nestlé, which acquired Rowntree in 1988 (KitKat’s original creator), has decided to redesign chocolate bar’s wrapper as part of a major promotional campaign, Yahoo News reports.

More than 100 million specifically designed wrappers, which will be made among the six million KitKats produced every day at Nestlé’s factory in Haxby Road, will be produced over the course of the campaign, and feature 72 different types of “breaks.”

Among the limited edition KitKat packs, 600,000 will feature the new name ‘YouTube Break’, which is the result of a collaboration between Nestlé and Google as part of the food giant’s new marketing campaign called Celebrate the Breakers Break.

This partnership comes after Google named its Android operating system 4.4 update KitKat.

Fiona Kendrick, chief executive and chairman of Nestlé UK and Ireland said: “At Nestlé we’re delighted to be working with Google again.

“As KitKat celebrates its 80th anniversary and YouTube turns ten this year, it is really exciting to be taking the partnership to a new phase with our most iconic brand and slogan, ‘Have a break, have a KitKat’.

“We’re passionate about giving something back to our consumers which lead us to the idea to ‘celebrate the breakers break’. By teaming up with one of the world’s most popular entertainment channels, the ‘YouTube my break’ helps consumers have the most enjoyable break possible.”