Photo: Nestlé Japan

Some Japanese KitKats just got bigger… but still the same size they were a year ago

By SoraNews24

Good news out of the Nestlé Japan camp: due to popular demand they have revised their line of “mini” sized bars to be about 17 percent larger. The changes affect the mini-sized Regular, Adult Sweetness, Adult Sweetness Rich Green Tea, and new Graham Cracker flavors.

▼ Boy band J01 are serving as ambassadors from the monumental change.

Also, as a part of the changes bags of mini-sized KitKats will contain one less bar, but Nestlé assures us that it is still a net positive. For example, one mini original KitKat used to weigh 9.9 grams but now weigh 11.6 grams. Crunching the numbers, that means that the previous 15-bar bag of 9.9-gram bars weighed 148.5 grams, but the new 14-bar bag of 11.6-gram bars works out to 162.4 grams for a net increase of about nine percent.

So as we can see… wait a minute. “11.6 grams” and “14 bars?” This is all sounding really familiar.

That probably because almost exactly a year ago to the day, Nestlé reduced the size of mini KitKats from 11.6 grams for 9.9 grams, but added an extra bar to each bag.

Probably because this previous change happened so recently, it was still fresh in the minds of many netizens who called Nestle out on the flip-flop.

“But it’s just going back to normal.”

“Didn’t they reduce the size just a little while ago?”

“But is the price the same?”

“Small, big, small, big, it’s a vicious cycle.”

“They could even boast that even though it’s the same amount, it was a 15-percent decrease last year, but a 17-percent increase this year.”

“Maybe for their next update, they’ll change the dimensions just to screw with us.”

“This might lead to wrist injuries though. They should be careful.”

“Wait, wasn’t the reduction size because customers were worried about calories?

Indeed, last year a Nestlé rep said that the shrinkage was due to feedback from customers who were worried about their calorie intake. There was no mention of calories at all in the press release for this size increase, but Nestle said that the change was simply an effort to keep up with preferences.

▼ There’s also a campaign where registering receipts from the purchase of two bags can win lucky customers a J01 gift card for 1,000 yen.


There’s no word on how it will affect the price since that is largely decided by individual retailers. It’s also interesting to note the not all the flavors affected by the shrinkage last year were subject to the enlargement this year. Adult Sweetness Strawberry and Adult Sweetness Oolong Tea were among the varieties that saw a reduction but no regrowth, suggesting that perhaps Nestlé is paying careful attention to the specific concerns of each flavor’s customer base.

▼ Adult Sweetness Rich Green Tea was enlarged, whereas Adult Sweetness Green Tea was not. Interesting.


However, that’s all just speculation. Nestlé would probably do well to follow the example of takoyaki shop owner Junya Hashimoto and be completely honest about why they’re making the change, even if it is slightly embarrassing. It’s a business model that works like magic in Japan.

Source: Nestlé Japan, KitKat, Itai News 

Read more stories from SoraNews24.

-- Overly honest taiyaki restaurant flooded with customers after admitting to reducing sweet beans

-- Japan is getting a new for-beer KitKat variety, and beer inspired by KitKats to drink with it

-- Yoghurt Sake is the newest Japanese KitKat we need to get our hands on right now

© SoraNews24

©2022 GPlusMedia Inc.

Login to comment

And if they contain wheat in any form the prices are going up.

-2 ( +1 / -3 )

Such practices are common here. For example, eggs today cost 220JPY. Tomorrow the same product will cost 350JPY. And the day after tomorrow, they'll put a SALE or 20%OFF sign next to the product. Same with the weight of the goods.

1 ( +1 / -0 )

and taste very different as taste was changed "because of customers preferences",read between lines-use cheap ingredients to make more profit.

just to make this "PR story" complete

0 ( +1 / -1 )

lol. "Shrink-flation" strikes again!...if only to later "reward" the customer with...a normal sized product?

That' (pun intended)

1 ( +1 / -0 )

Is Japan's fascination with western sweets a healthy step . . . . or better to return to more health conscious tradition diet, which only uses natural sweets such as manju or yokan?

-3 ( +0 / -3 )

I used to buy them but not any more. Need to keep weight in check. I sometimes buy a dark chocolate bar.

0 ( +0 / -0 )

RecklessToday  01:58 pm JST

I used to buy them but not any more

Same here but they still make a good omiyage. Btw those J-pop and K-pop boy bands almost wear as much make up and look girly as the girl bands...geez.

-2 ( +1 / -3 )

People in the West have already started to eat Dark Chocolates above 75% Cocoa instead of unhealthy normal chocolates esp the milk and fruity flavor.

0 ( +0 / -0 )

or better to return to more health conscious tradition diet, which only uses natural sweets such as manju or yokan?

Sorry to break it to you, but the sugar in manju or yokan is no better than the sugar in KitKat.

1 ( +2 / -1 )

Is Japan's fascination with western sweets a healthy step . . . . or better to return to more health conscious tradition diet, which only uses natural sweets such as manju or yokan?

I think you should ask whether it's a fascination or a simple co-development. The Meiji chocolate company is over 100 years old, founded around the time that chocolate KitKats were first made.

Returning to "traditional" diets is as relevant to "western" countries as it is to Japan.

2 ( +2 / -0 )

No need to eat that stuff i never had a crave to eating that so i have nothing to lose by not eating them. Their lost of profit not mine.

0 ( +1 / -1 )

Login to leave a comment

Facebook users

Use your Facebook account to login or register with JapanToday. By doing so, you will also receive an email inviting you to receive our news alerts.

Facebook Connect

Login with your JapanToday account

User registration

Articles, Offers & Useful Resources

A mix of what's trending on our other sites