Nestlé Japan launches cough drop-flavored KitKat ahead of World Cup game

27-Aug-2017 - Last updated on 29-Aug-2017 at 11:08 GMT

Nestlé said the latest KitKat product contains 2.1% cough drop powder. Photo: Nestlé Japan

Nestlé has released a cough drop-flavored or Nodoame KitKat exclusively in Japan.

The limited-edition product, which retails for 140 yen ($1.28) per three units of chocolate (one pack), will be available at c-stores across the country until September 10, after the last 2018 FIFA World Cup qualifying game between Japan and Saudi Arabia.

The new variety was designed through a partnership with TV Asahi, a Japanese television network that covers live sports, featuring the slogan of “there is a battle that cannot be lost,” Nestlé Japan said.

The cough drop-flavored KitKat’s packaging also features a cartoon of Yasutaro Matsuki, former soccer player on Japan’s national team, and currently a soccer commentator on TV Asahi.

Nestlé said the product contains 2.1% of cough drop powder to deliver a “fresh taste,” and it will be supported by a Twitter campaign in which Matsuki sends “a passionate cheer to all athletes and supporters.”

Nestlé has previously introduced Gold and alcohol-inspire KitKat in Japan, in addition to the latest cake-style version.

Euromonitor projected that KitKat will account for 3.4% of the total Japanese chocolate confectionery market by the end of 2017.