Fish curry KitKat? Gimme a break...

Product innovation can be a wonderful thing. After all, what would billionaire Warren Buffett do without his Cherry Coke? Would the McDonald's menu be nearly as tempting without the occasional Samurai Burger or McRib pressed meat patties glistening in their seductively sweet sauces for a limited time only? And who in China didn't jump at the opportunity to sample the perplexing combination that only artificial fruit tastes grape/peach Oreos can bring?

Well, okay not every one's a winner. But when flavour experimentation in itself becomes a brand identity, as it does with a brand like KitKat (which boast some 200 flavours in Japan alone), the results become increasingly...interesting.

Singapore Chocolatory pop-up activation in April 2019

KitKat's latest local offering from its Singaporean Chocolatory sees a mix of eight new festive and local flavours. Singapore local KitKat confectionary tastes include such tempting local flavours as Nyonya Bubur Cha Cha, Rose Bandung and Cendol Durian.  

One wonders why the good folks at Nestle chose not to leave it there. Instead, in a bid to seemingly show just how Singaporean they could be, they decided to up the ante with a series of savoury delights which have no business whatsoever being associated with a chocolate treat.

Thus we are now introduced to Singapore Laksa Kit Kat (see below), while the Chili Crab KitKat also makes its return. But since not knowing when to stop seems to elude the folks at Nestle, we're also introduced to Roti Prata with Fish Curry KitKat (photo above). 

New Singapore Laksa KitKat treats

While the world is full of wonderful tastes and one should not judge before trying (who knew Wasabi KitKats would become such a hit) one really wonders who dreamt up that fish flavoured chocolate or candy would be a winner with anyone's palate?

Or is this just another pure play for some free local publicity? We at Campaign feel this latest effort would best be complimented with a KitKat campaign of old... 'Gimme a Break'.