KitKat goes gold in latest collaboration with Tokyo Banana

Nestle Japan Ltd. on Thursday unveiled the latest offering from their KITKAT brand which sees the popular chocolate snack turned gold as KITKAT is teamed-up once more with top-selling Tokyo souvenir Tokyo Banana.  

Tokyo Banana KITKAT Gold “Mitsuketa,” which goes on limited release from today, represents the third collaboration between KITKAT and Tokyo Banana after the first fusion of the two in 2017 saw some 350,000 units shifted within a week of release.

The theme for the third collaboration between the two snacks sees makers Nestle Japan (KITKAT) and Grapestone Co., Ltd. (Tokyo Banana) lend their support to all of those giving it their best.  

“In anticipation of the year 2020 we have produced a fully-gold item to support those who are working hard, including students and athletes,” reads a statement in a joint press release for the Tokyo Banana KITKAT Gold “Mitsuketa.” 

The latest KITKAT - Tokyo Banana collaboration is created with caramel powder kneaded into white chocolate infused with a subtle banana taste to produce a rich caramel flavor, and gold-colored chocolate.  

Tokyo Banana KITKAT Gold “Mitsuketa” (Tokyo Banana flavor) -- 東京ばな奈 キットカット ゴールド「見ぃつけたっ」（キットカット 東京ばな奈味 -- goes on pre-sale today (November 14) at Tokyo Okashi Land in the capital’s Tokyo Station building until January 8, 2020 after which retail locations are scheduled to expand to other locations in Japan. 

Nestle’s KITKAT brand is no stranger to being marketed as a symbol of support with the chocolate snack having long been seen by some Japanese as a good luck charm, particularly by students studying for school or university entrance exams.

KITKAT’s interpretation as a good luck charm first took root on the southwestern island of Kyushu where in the local dialect the pronunciation of the name sounds like, "Kitto katsu to!" -- “Win for sure!”

According to Nestle’s research, today, one in three students in Japan buys a KITKAT before taking an exam, with one in five students bringing a KITKAT to the exam site itself. 

Since launch in U.K. in 1935 KITKAT has been sold in over 100 countries. In 2018 (January through December) it was the best-selling chocolate in Japan, according to sales figures from Nestle. 

Tokyo Banana first hit the shelves in 1991, ushering in a new era of Tokyo omiyage -- the Japanese culture of giving souvenirs to friends, family and colleagues, typically on their return from trips for business or pleasure. According to a 2019 survey conducted by INTAGE. Inc, Tokyo Banana was the most popular souvenir received from friends, family and colleagues over the past year.

Tokyo Banana KITKAT Gold “Mitsuketa” is sold as mini KITKATs in boxes of eight and 15 pieces for 700 yen and 1,280 yen respectivelty (exc. tax). 

From Jan. 9, 2020 Tokyo Banana KITKAT Gold “Mitsuketa” will go on sale at Haneda Airport, and Tokyo Solamachi. Further locations in Tokyo will be added from Feb. 2020.  

Web (Japanese): https://nestle.jp/brand/kit/special/banana-gold/