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Nestle's Green Tea Matcha is the first Japanese variant to be introduced to Europe ©iStock

Nestlé looks East for inspiration: Japanese KitKat Green Tea Matcha to hit Europe

KitKat Japan is a notable success story for Nestlé. At a time when food sector revenue has been under pressure – not least in Japan where demographic trends such as the ageing and declining population have depressed the market – KitKat Japan has gone from strength-to-strength. It is now the number one brand in the Japanese chocolate category – and Japan is KitKat’s largest market.

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