KitKat breaks with advertising slogan

The 47-year-old advertising slogan “Have a Break – Have a KitKat” is to be abandoned.

Snack maker Nestle Rowntree confirmed it is replacing the iconic statement with: “Make the most of your break“.

KitKat’s famous tagline was first used with the chocolate bar’s debut TV advert in 1957 but will disappear when the new catchphrase is introduced in a new campaign starting next month.

Nestle Rowntree decided to make the change after extensive market research showed that while most people knew the slogan, it had little effect in convincing them to buy the product, which is made in the firm’s York factory.

A company spokeswoman said: “We are introducing a new advertising campaign to consolidate KitKat’s position as one of the UK’s best-selling chocolate bars.

“It reinforces KitKat’s ownership of key snacking occasions, and offers consumers a fresh reason to buy the brand for these occasions.”

Earlier this year, the firm announced that sales dipped last year despite KitKat remaining Britain’s favourite chocolate snack.

But the spokeswoman said sales had picked up recently, pointing to a 10% rise in the last eight weeks.