Nestlé will maintain the original KitKat recipe for the United Kingdom market, despite plans to modify the product for consumers in continental Europe. The Swiss food company announced that while the classic British version will remain unchanged, the recipe will be adjusted for European consumers to feature a “nuttier” hazelnut flavor and a crisper texture.

The decision addresses concerns among UK consumers who feared the iconic chocolate-covered wafer bar would lose its traditional taste. Nestlé indicated that the original recipe, which includes distinctive “burnt caramel” notes, suits British preferences and is considered by the company to be “already perfect.” Consequently, the alterations will apply only to KitKat bars sold outside the UK.

KitKat has a long-standing history in the UK, originally developed in 1935 by Rowntree’s and produced in York since its inception. The recipe has remained largely consistent, with one notable exception during World War II when milk shortages prompted a temporary reformulation. During this period, the product was coated in dark chocolate and marketed in blue packaging to differentiate it from the original. The standard red-wrapped version returned to shelves in 1947 as milk supplies improved.

Nestlé’s move reflects efforts to tailor products to regional consumer tastes while preserving the heritage of longstanding favorites within their home markets.