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European chocolate lovers are on the verge of receiving an injection of Japanese culture, while KitKat, Nestlé's green tea matcha, is being launched across the continent.
The confectionery brand will start selling the green chocolate bar in Europe this month, 15 years after its creation in Japan.
The blend of imported green tea matcha powder with cocoa butter and white chocolate will be made at the Nestlé factory in Hamburg.
It will first be sold in eight countries, including Germany, the United Kingdom, Italy and Switzerland, before expanding. The Japanese chocolate confectionery market, valued at 5.4 billion euros, is the largest in Asia, according to Euromonitor International, and the most popular KitKat.
The green tea matcha bar is one of the three favorite products of the country's 350 products. At the global level, KitKat accounted for more than € 884 million of Nestlé confectionery sales last year. Its organic growth rate is 9%, exceeding by 3% that of Nestlé confectionery products in 2018.
Green tea matcha is a powdered green tea deeply rooted in Japanese culture and is often used as part of an elaborate tea ceremony in the country.
Tea has become increasingly popular in Europe in recent years, especially in matcha green tea slats. The launch comes a year after Nestlé sold its US confectionery unit to Italian manufacturer Nutella Ferrero for $ 2.8 billion. Unloading the unit has shown Nestlé's move to faster-growing categories such as coffee, pet food and water.
Bloomberg
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