The Chocolate Consumers
Everyone adores chocolates and UK citizens have spent around £1.80 on the chocolate consumption (Mamatha, 2008). The chocolate consumers of UK have many choices about 5000 chocolate lines available in their outlets.UK market is the major chocolate manufacturer country there are many brands available in the UK like Kitkat, Dairy milk and Mars. The UK market is dominated by three chocolate producers, such as Cadbury has about 28% of the market share and Nestle and Mars both have about 24% dominations (Barney, 1991).
Nestle is the biggest company consumer-packed-goods in the world which is headquartered in Vevey, Switzerland. Today, Nestle offers variety of products like infant foods, beverages, coffee brands, chocolates and ice-cream brands. Kitkat brand is one of the famous chocolate brands of Nestle Company (Cameron, 2006). Kitkat brand has been launched in the year 1911 with the name “Kit Cat” by a confectionary firm Rowntree based at United Kingdom. The brand has been acquired by the Nestle firm in June 1988 after purchase it from Rowntree firm (Keller, 1993). It give Nestle global control over Kitkat brand as it does not have control over North American market as Hershey firm has already acquired license for Kitkat production in US market (Varaprasdreddy, 2006). Kitkat chocolate is cream filled wafer chocolate covered with smooth layer of chocolate with four finger bar.