Nestlé changes KitKat name to YouTube Break
Nestlé took a break from tradition and changed the name of its iconic KitKat to YouTube Break in May.
The limited edition packs were part of Nestlé’s ‘Celebrate the breakers break’ campaign and saw the words ‘YouTube break’ replace the KitKat logo on more than 600,000 wrappers.
Dame Fiona Kendrick, chairman of Nestlé UK & Ireland, said the packaging celebrated the 80th anniversary of KitKat and the 10th anniversary of YouTube.
The decision was described as “nonsense” and “stupid” by readers of FoodManufacture.co.uk, with many getting in touch to vent their anger.
The story 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.”