KitKat Debuts Kunafa Pistachio In Monoprix Qatar
KitKat has launched its new KitKat Kunafa Pistachio, now exclusively available at Monoprix in Qatar. Inspired by the viral “Dubai chocolate” trend, the bar blends KitKat’s classic milk chocolate wafer with a creamy pistachio filling and the crunchy texture of toasted kunafa. The result is a modern twist on a beloved regional dessert, combining familiar flavors with KitKat’s signature snap.
Until now, Dubai Chocolate–style products have largely been the domain of premium brands like Lindt, Godiva, and Läderach, regional/national brands such as Russell Stover, Ghirardelli, Beyoğlu and Alyan, alongside boutique chocolatiers worldwide. While the trend gained strong traction, global confectionery giants largely stayed on the sidelines. Recent launches from Hershey’s and now KitKat mark a clear shift, signaling that the world’s biggest chocolate brands are only now entering a space that regional and artisanal players helped define.
Key Brand Strategic Initiatives This Year
KitKat (Nestlé): Localization And Seasonal Gifting
Regional pastry inspiration: The Kunafa launch follows a clear pattern of KitKat replicating iconic local pastries. In Malaysia, Singapore, and Thailand, the brand released the KitKat Pineapple Tart for Chinese New Year, featuring a buttery, tangy profile. Similarly, in Japan, the brand launched a Mont Blanc flavor inspired by the chestnut dessert and a Strawberry Shortcake winter edition with strawberry-infused white dough.
Brand collaborations: KitKat is leveraging high-equity partnerships to create unique textures. In Japan, it collaborated with Baskin-Robbins to recreate “Strawberry Cheesecake” and “Chocolate Mint” ice cream flavors using freeze-dried strawberry chips and cocoa-flavored feuilletine. In Singapore, KitKat teamed up with PopMart to launch a Blind Box collaboration and in
Australia, the brand partnered with Coles to launch a “Made with KITKAT” layered cake, moving the brand from the candy aisle into the bakery section.
Cadbury (Mondelēz International): Circularity and Supply Chain Modernization
Strategic brand pairings: Cadbury is driving growth by merging its chocolate with other global icons. The brand launched a Cadbury Biscoff 350g tablet in Travel Retail and a Dairy Milk Lotus Biscoff Advent Calendar in the UK. This "power pairing" strategy is mirrored in South Africa with the "Best of Both Worlds" limited edition slabs, which integrate 5 Star, Crunchie, and Astros into Dairy Milk.
Format and recipe innovation: The brand is diversifying its texture profiles across different markets. In the UK, Cadbury expanded its Twirl range with a "White Dipped" variety and launched the Dairy Milk Iced Latte bar. Meanwhile, in Malaysia, it introduced a new King Size 200g bar featuring a richer, creamier recipe, and in India, it debuted Dairy Milk Milkinis with a milky crème filling.
Hershey’s (The Hershey Company): Scarcity Marketing and Cultural Crossovers
The “hype” and scarcity model: To capitalize on social trends, Hershey’s released its Dubai-Inspired Bar (pistachio and kadayif) with a strict 10,000-unit limit via Gopuff and Times Square. This scarcity model is also seen in their Special Creations line in Thailand and the exclusive Toffee Truffles sampling events at Hershey’s Chocolate World.
Entertainment-led collectibility: Hershey’s is leveraging massive IP to drive volume. The Pokémon collaboration features 151 collectible foils on Kisses and full-size bars. For Halloween, the brand brought back the Harry Potter™ Magical Friends collection, featuring characters like Dobby and Hedwig on Cookies ‘n’ Crème bars, and a Grinch Milk Chocolate line for the holidays.
Lifestyle and international expansion: Hershey is moving beyond the snack aisle with a Beekman 1802 skincare collaboration, featuring goat milk soaps and creams in scents like Snickerdoodle and Milk Chocolate.