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Nestlé unveils KitKat Ruby in Europe; To make 100% pkg recyclable by ’25
Thursday, 12 April, 2018, 08 : 00 AM [IST]
Nestlé unveiled KitKat Ruby to chocolate lovers in Europe after its successful debut in Japan and Korea earlier this year.

It is a crispy four-finger wafer bar coated with Ruby chocolate, derived from Ruby cocoa beans, which has an intense berry-like fruitiness without the addition of any flavour or colour.

Leveraging its speed and agility in innovation, Nestlé is first to produce and launch this fourth type of chocolate — after dark, milk and white — to consumers worldwide through its global brand Nestlé KitKat.

“Our teams globally took just four months to develop the first product after Ruby chocolate was revealed. We are very pleased with the speed and innovation KitKat Ruby brings and are now excited to introduce it to more consumers in Europe,” said Alexander von Maillot, global head of confectionery, Nestlé.

He added that Nestlé is continuing to grow its leading international confectionery brand around the world, and the launch of KitKat Ruby was further proof of that.

KitKat Ruby is manufactured in Hamburg, Germany using UTZ-certified cocoa beans.

KitKat Ruby will be available in major retailers across Europe, starting with the United Kingdom shortly, to meet the growing demands of consumers who enjoy experimenting with new trends.

100% recyclable packaging
Nestlé also announced its ambition to make 100 per cent of its packaging recyclable or reusable by 2025. Its vision is that none of its packaging, including plastics, should end up in landfill or as litter. The company opined that there was an urgent need to minimise the impact of packaging on the environment.

Mark Schneider, chief executive officer, Nestlé, said, “Plastic waste is one of the biggest sustainability issues the world is facing today. Tackling it requires a collective approach. We are committed to finding improved solutions to reduce, re-use and recycle. Our ambition is to achieve 100 per cent recyclable or reusable packaging by 2025.”

The company focuses on three core areas - eliminating non-recyclable plastics; encouraging the use of plastics that allow better recycling rates, and eliminating or changing complex combinations of packaging materials.
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