Nestle Australia has become the latest FMCG company to turn to bricks and mortar, opening a pop up store for its Kit Kat chocolate brand.
Located at Westfield Sydney, The Kit Kat Studio pop up store opened this week and follows a similar ‘create your own’ model to Unilever’s highly successful Magnum Pleasure Store, allowing customers to design their own Kit Kat.
Customers choose a chocolate coating of and can select up to three signature ingredients for their custom made Kit Kat bar including fiery crushed chilli flakes, ground roast almond brittle, dried raspberry pieces, golden honeycomb shards, lightly salted caramel popcorn, and fragrant pink rose petals. Their creations can then be shared on social media through the pop up’s photo booth, with the hashtag #createyourbreak.
Similarly, Unilever’s Magnum Pleasure Store allows customers to create their own Magnum using ingredients from a dipping bar known as the Magnum Bar. Unilever has conducted Magnum Pleasure stores around the around the world in premium locations, including Paris, Amsterdam, Shanghai, Stockholm, and New York.
It first brought the concept to Australia more than two years ago with a six-week pop up at Westfield Sydney, and returned to Australia last year with a second store at Westfield Sydney and Melbourne’s Emporium.
Inside FMCG understands there are currently no other Kit Kat Studios planned for Australia. The Westfield Sydney pop up is expected to trade until the end of this month.
