Nestlé confirmed plans to launch a vegan version of its candy in 15 European cities, Food Dive reported.
“We are seeing a strong trend in food with more people looking for plant-based options, including for treats,” Corinne Gabler, head of confectionery for Nestlé in Europe, said in a statement. “This is one of the biggest launches ever of a vegan alternative of a major confectionery brand and it shows our confidence in this trend.”
The new creation, KitKat V, follows a successful trial run in the United Kingdom and other territories in 2021.
The certified vegan product, kitKat V, made from cocoa, replaces milk with a rice-based alternative.
The launch comes amid the growth of the plant-based chocolate category, providing the company an opportunity to profit from growing vegan consumer interest, largely contributing to consumers’ general effort to reduce their environmental footprint.
“As consumers keep a closer watch on what they eat, a shift that has accelerated during the COVID-19 pandemic, food companies have taken notice — and chocolate is no exception,” the Food Dive report states.
“One factor that could be driving purchases is plant-based’s better sustainability profile. Nestlé said during its full lifecycle from farm to consumer, KitKat V has an 18% lower carbon footprint compared to the company’s standard milk chocolate product due to its fully plant-based ingredients,” the report continues.
The launch is one of several plant-based alternative efforts carried out by Nestlé. Other plant-based alternatives released by the brand include meat, ice cream and coffee creamers.
The launch follows similar venture, such as Hershey’s Oat Made chocolate bars trial and Mondelēz International’s Cadbury Plant Bar, both of which faced the hardships of potential labeling disputes, such as that of Mars’ vegan chocolate bars, and disappointing sale rates as experienced by Wowsomes lower-sugar chocolate bar in the U.K. and Ireland.
The new product will likely cost more than regular products due to longer production durations and “stringent cleaning measures on production lines.”
According to a recent Transparency Market Research report, the global vegan chocolate industry is currently valued at $533 million, and is projected to double by 2032.