KitKat is once again inviting Muslim Canadians to break off one of 30 pieces of that Iftar Bar during the month-long Ramadan celebration.
After introducing the Iftar Bar exclusively with influencers last year, Nestlé is making this year’s edition more widely available via a new direct-to-consumer sales platform at KitKat.ca.
"The response from Canada’s vibrant Muslim community following the introduction of the Iftar Bar in 2023 was overwhelmingly positive,” said Riona Coller, marketing leader, confectionary at Nestlé Canada. “We saw enthusiastic engagement from audiences thrilled to see a brand recognizing and honouring their traditions.”
There were “fervent” calls from consumers to make the bar more widely available, she said. “This expansion aimed to provide broader access to a product that resonated deeply with the community.”
The launch of the Iftar Bar coincides with brands attempting to be more mindful of Canada’s growing ethnic population, and the importance of their major holidays as a marketing opportunity. According to the most recent Census, there are nearly 1.8 million Muslims in Canada, up from 579,000 in the 2001 Census.
Nestlé regarded last year’s campaign as an opportunity to engage with and learn from the Muslim community, said Coller. “It aimed to shed light on an important celebration, fostering a deeper appreciation for cultural traditions.”
Nestlé opted to keep the same marketing and visual language from last year to ensure continuity and demonstrate that it is “deeply rooted” in understanding and honouring the community it serves, she said, adding that many Muslim consumers felt “truly acknowledged” by the brand.
Taking its inspiration from the fast-breaking meal that takes place after sundown during the month-long Ramadan celebration, the $19.99 Iftar Bar consists of 30 pieces. It is divided into three parts, with each set of 10 representing the 10 days of each Ashra, and featuring iconography inspired by the phases of the moon and Islamic architecture.
According to Coller, the new KitKat.ca is specifically intended to drive brand affinity among Gen Z audiences. “As digital natives, [they] are spending a better part of their breaks online engaging with brands they love and connecting with peers and friends.”
The new site, she said, will feature drops including exclusive and limited-edition products and merchandise, “allowing the brand to further drive excitement and conversation.” The site was inspired by exclusive experiences, such as the KitKat Chocolatory—a pop-up store where shoppers could create personalized KitKat bars—which succeeded in driving interest among younger consumers.
The Iftar Bar is being supported by a campaign developed by Citizen Relations and its media AOR Thrive timed to coincide with Ramadan, which began on Sunday and will conclude on April 9. Proceeds from sales of the Iftar Bar will support Food Banks Canada.
The brand is once again partnering with Sportsnet on-air personality Faizal Khamisa, who is hosting a giveaway of the Iftar Bar on Instagram and TikTok, and inviting his followers to share their own Ramadan traditions and celebrations.
