Why the Vegan Kitkat Failed To Convince Consumers
Nestlé has officially confirmed that the KitKat V, its plant-based version of the popular chocolate bar, has been discontinued in all markets except the UK. The vegan KitKat initially launched in the UK in 2021 before expanding to the EU in 2022. It was later reintroduced as a limited edition in Australia in 2023. Despite Nestlé’s efforts to establish a viable plant-based alternative, the product struggled to gain traction in key markets such as Germany, ultimately leading to its withdrawal. Nestlé promoted KitKat V as a more sustainable alternative, highlighting that its carbon footprint was 18% lower than the dairy-based version due to the removal of milk ingredients. The recipe also featured a higher cocoa and cocoa butter content, aiming to deliver a premium taste …
