ONE of the most famous products to be manufactured in York is to undergo a temporary rebrand as KitKat gets a new name.

Nestlé will be replacing the KitKat logo on more than 600,000 limited edition KitKat packs – changing the name to YouTube Break. The move is the result of a joint initiative with Google as part of a new marketing campaign by the confectionery giant entitled Celebrate the Breakers Break.

Moving on from the well known “Have a break have a KitKat” catchphrase, the campaign focuses on how different people enjoy different breaks.

The YouTube Break bars, which will be made among the six million KitKat biscuits produced every day at Nestlé’s factory in Haxby Road, will be one of 72 different types of ‘breaks’ to feature on more than 400 limited edition designs across two and four finger Kitkats and Chunky bars as part of the campaign. More than 100 million of these specially designed packs will be produced in total over the course of the campaign.

The collaboration between Google and KitKat comes after Google named its Android operating system 4.4 update ‘KitKat’, after the well-known Nestlé brand.

Fiona Kendrick, chief executive and chairman of Nestlé UK and Ireland said: “At Nestlé we’re delighted to be working with Google again.

“As KitKat celebrates its 80th anniversary and YouTube turns ten this year, it is really exciting to be taking the partnership to a new phase with our most iconic brand and slogan, ‘Have a break, have a KitKat’.

“We’re passionate about giving something back to our consumers which lead us to the idea to ‘celebrate the breakers break’. By teaming up with one of the world’s most popular entertainment channels, the ‘YouTube my break’ helps consumers have the most enjoyable break possible.”

So far, the campaign’s hashtag #mybreak has been moulded into the chocolate of 22 million bars, with the wrappers suggesting various breaks, including variations from “me time break” to “sporty break”.