Nestlé’s Kit Kat name change angers food industry

By Laurence Gibbons contact

- Last updated on GMT

Nestlé's YouTube Break has caused outrage among consumers
Nestlé's YouTube Break has caused outrage among consumers

Related tags: Kit kat, Brand

Nestlé’s decision to change the name of its Kit Kat brand to YouTube Break has been described as “nonsense” and “stupid” by readers of this website.

Nestlé launched a limited edition range of packaging, with 600,000 bars named YouTube Break, earlier this month.

But FoodManufacture.co.uk readers were left pretty unimpressed and aired their thoughts on the story that was shared on social media almost 700 times.

One reader said: “Why? The creative department should do something better with their time than fiddle about with well-loved brands. This brand name does not connect with me as I can’t watch You Tube – no speakers on my PC.​ [I won’t] be buying Kit Kat any more.”

Another reader told us: I’m sorry, but ‘YouTube Break’ is a pretty stupid, non-catchy name … please doesn’t mess up the recipe next. What a lousy name change.”

Nonsense

The name change was described as nonsense by another reader.

“It helps to spend the profit a bit I suppose and lets a whole creative department hold on to their jobs for a bit longer.”

But one reader realised the name change was only temporary and praised Nestlé for the move.

“Did any of you commenters actually read the article? s​he asked. “It's quite clearly not a permanent change.

I also love the idea that the name change would bother you so much that you wouldn’t eat the product anymore.”

YouTube Break forms one of 72 different types of ‘breaks’ to feature on more than 400 limited edition designs across two and four finger and Chunky bars as part of the campaign.

Dame Fiona Kendrick, chairman of Nestlé UK & Ireland, said the packaging celebrated the 80th​ anniversary of Kit Kat​ and the 10th​ anniversary of YouTube.

Related topics: Manufacturers, Chocolate, Nestlé

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