With Ramadan on the horizon, Nestlé is bringing back its KitKat Iftar bar, making the product available to consumers while supplies last through a DTC site.

The Iftar bar, named after the post-sundown fast-breaking evening meal, features iconography inspired by the 30 phases of the moon in the Islamic lunar calendar.

Last year, the CPG provided the Ramadan-themed bars to Muslim content creators. Nestlé Canada marketing leader for confectionery Riona Coller says the response was “overwhelmingly positive.”

“In 2024, we expanded the program from select giveaways and influencer partnerships to offering limited quantities of the KitKat Iftar bar for purchase through KitKat.ca with all proceeds to support Food Banks Canada,” Coller says.

This year’s expansion is aimed to provide broader access to a product that resonated deeply with the community, but also to support Food Banks Canada, a national charitable organization dedicated to relieving hunger, which is a longstanding Nestlé Canada partner.

A direct-to-consumer engagement platform on KitKat’s website was created with the intent of driving brand affinity among Gen Z audiences and courting digital natives.

“We also noted that unique and exclusive brand experiences, such as our KitKat Chocolatory [its retail store] in the past, drive interest among Gen Z consumers,” Coller says. “This platform will feature timely ‘drops’ including exclusive and limited edition products and merchandise, allowing the brand to further drive excitement and conversation.”

In getting the word out about the product, Coller tells strategy it was important to maintain consistency in the company’s creative approach to the Iftar bar, especially considering its inception in partnership with members of the Muslim community.

The creative elements, such as the three-part structure symbolizing the Ashras of Ramadan, the tile pattern inspired by Islamic architecture and the lunar calendar iconography, were meticulously crafted to honour the essence of Ramadan and Iftar traditions.

The CPG will support this initiative with a media investment closer to the start of Ramadan. Thrive, its media AOR will manage the media campaign, with Citizen supporting PR.

As the company expands the Iftar bar campaign and availability through its DTC site, this year’s limited run is aimed to ensure stock availability across most provinces in Canada and it is working to make the product available more broadly, as it’s not available in Quebec due to various factors including logistics.

Lastly, Coller says the brand remains committed to learning from and celebrating with the Canadian Muslim community during this significant time.

“As part of our ongoing commitment, we are delighted to announce our continued partnership with Canadian-Muslim Influencer and Sportsnet national sports anchor, Faizal Khamisa,” Coller says. “Through this partnership, Khamisa will be hosting a giveaway of KitKat Iftar bars, encouraging followers to share their own Ramadan traditions and celebrations on his social media channels.”