Confectionery is focused on driving both our strong local chocolate brands and our global brand KitKat, while building a broader portfolio of healthier on‑the‑go snacks. We continue to improve market share in important markets such as Brazil, Russia, the Middle East and China, while the UK has started its turnaround. In 2017, we made the strategic decision to sell our US retail business. We will concentrate on Nestlé Toll House, the leading chocolate baking brand in the US.
KitKat continued its premiumisation journey with several new KitKat Chocolatory boutiques, enhancing the KitKat break experience for consumers worldwide. This provided an
opportunity to launch premium retail versions inspired by the best‑selling Chocolatory range. These complement the rich innovation and renovation agenda KitKat has brought across segments and markets, and helped the brand grow at twice the rate of the total chocolate market.
Our premium chocolate platform, Les Recettes de l’Atelier, captures artisanal flair with visible ingredients, whole nuts and natural chunks of fruit, making each piece unique. Currently sold in 15 countries, it has become the third largest premium tablet in Europe, driving growth in our local chocolate brand portfolios.
In cereal‑based snacks, we are concentrating on developing healthier, on‑the‑go wholesome snacks. The Fitness brand continues to grow rapidly and leads the adult wellness biscuit market in Brazil. It is now present in more than 11 markets across Latin America and Israel.
For children, we are reformulating our popular children’s snack treats like MilkyBar, Galak and Trencito, using milk as the first ingredient and reducing added sugar.