Cadbury Takes a Break as KitKat tops Britain’s social media sweet rankings

The chocolate wafer brand generated more than 4.3m hashtagged posts on Instagram and TikTok, putting it comfortably ahead of Lindt and Cadbury in a new study of Britain’s best-known confectionery names

KitKat has beaten Cadbury to become Britain’s most talked-about confectionery brand on social media, with 4.3m hashtagged posts across Instagram and TikTok.

Lindt came second with 1.68m posts and Cadbury third with 1.33m, followed by Maltesers and Twix. Cornetto, Toblerone, M&M’s, Terry’s Chocolate Orange and Magnum completed the top 10.

The study ranked well-known confectionery brands using YouGov data before comparing the number of Instagram and TikTok posts carrying each brand’s hashtag.

KitKat alone recorded 3.9m Instagram posts and 416,600 on TikTok. YouGov gave the brand a 98 per cent fame rating and 79 per cent popularity score.

The brand was created by Rowntree’s in Britain in 1935 and later became synonymous with the slogan Have a break, have a KitKat.

READ MORE: Snickers creates ‘world’s first digital chocolate bar’ for misbehaving AI. Virtual bar is designed to be ‘fed’ to hangry chatbots when they start inventing facts, agreeing with bad ideas or otherwise producing poor responses.

Do you have news to share or expertise to contribute? The European welcomes insights from business leaders and sector specialists. Get in touch with our editorial team to find out more.

_{Main image: KitKat, which topped the new ranking of Britain’s most talked-about confectionery brands on social media, shown here in a version made with cocoa sourced from farming families taking part in Nestlé’s income accelerator programme. Credit: Nestlé}