KITKAT Launch Japanese Sake Flavor Masuizumi
Nestlé currently sells more than 30 types of KITKAT in Japan, such as the Matcha flavor, which are supported by foreign visitors to Japan. The Japanese Sake flavor has been even better received than was anticipated when it was launched in February 2016, and now it is often chosen as a classic souvenir of Japan.
Now Nestlé is renewing the existing Japanese Sake flavor in collaboration with the Japanese sake connoisseur Hidetoshi Nakata, to further strengthen its ability to capture inbound demand from foreign visitors to Japan. KITKAT Japanese Sake flavor Masuizumi, using Toyama’s choice sake Masuizumi, which was selected from 100 famous brands voted on by Japanese sake fans, will begin shipping all over Japan in mid-September.
” Once this collaboration was decided, I recommended Masudashuzo who actively promote Japanese sake to the world. Masudashuzo is one of my most trusted sake breweries for both quality and taste. When I actually tried the finished product, I was amazed at how well it authentically recreated the flavor of “Masuizumi dry”, and I tasted the refreshing dry flavor the instant I put it I my mouth, leaving the fragrance of Japanese sake as a refined, refreshing aftertaste. It has an exquisite affinity for white chocolate, and I hope not only sake fans but also many chocolate fans in Japan and overseas will enjoy it,” said Mr. Nakata
President Masuda of Masudashuzo said “we tested a variety of many famous brands of sake, some with a little deeper sake flavor or good fragrance, and sweet sakes, but the one with the most impact as a Japanese sake was “Masuizumi dry.” It had just the right affinity with white chocolate. We recreated that refreshing dry taste, and I think they created a higher level of genuine flavor, with the rich fragrance of Japanese sake spreading through the mouth. I am really looking forward to hearing how customers react.”