In Japan there are about 40 flavors available, plus 20 to 30 rotating new ones. Why? It is because of Japan’s convenience store business model. Unlike products in supermarkets changing twice a year, convenience stores redo their shelf space once a week. The company strategized to make a huge investment in mixing different flavours into the milk chocolate and sell certain flavours in specific areas mimicking regional specialties in these convenience stores of Japan. This positioned the candy bars as souvenirs for travelers in the stores and instead of bringing back the actual roasted green tea, they could bring back the flavoured Kit Kat bar instead. So, it is safe to conclude that they used the Japan’s thirst for new flavours to induce an obsession for the chocolate.