A New Kit Kat Flavor Just Dropped, and It’s Not What You’d Expect

When a new Kit Kat flavor drops, we’re usually bracing ourselves for something wild. Recent releases have included Pink Lemonade Kit Kat, Ghost Toast Kit Kat (aka cinnamon-sugar toast-flavored Kit Kat), and Chocolate Frosted Donut Kit Kat—and that’s just in the U.S. Japan has its own lineup of fun flavors, like Spicy Horseradish and Sake. When we hear “new Kit Kat flavor,” we’re ready for a surprise—and the new Kit Kat flavor that just joined the permanent lineup is certainly surprising, but not because it’s daring or out-there. Quite the opposite. The new Kit Kat flavor is…vanilla. Yep, Vanilla Kit Kat are hitting stores now.

Wait a sec. Don’t Vanilla Kit Kats already exist? What’s so special about this new flavor?

You wouldn’t be wrong if you saw the announcement and thought, “Wait…I’ve definitely seen white Kit Kats before.” The brand does have a basic white creme flavor. In fact, they recently rebranded those traditional white creme candies as Breaking Bones for Halloween, making this whole identifying-Kit Kats-by-color thing really difficult.

But this vanilla venture is brand new. As per the press release, the new bar features “fan-favorite crisp wafers enrobed in vanilla flavored crème.” Kit Kat claims it wanted to capitalize on the demand for more vanilla flavor in their wafers, because “89% of consumers say they like or love the vanilla flavor.”

If this whole article has made you say, “Gimme a break,” Kit Kat wants to give you a break…literally.

As part of the promotion for the new Kit Kat flavor, Kit Kat is hosting an Instagram contest in which four winners will receive a Kit Kat-branded Beis carry-on suitcase filled with Kit Kat-branded Vanilla Kit Kats (duh). On top of that, Kit Kat is also giving away $1,000 to one grand-prize winner to have a travel break to a destination of their choice.

(Hopefully the suitcase full of Kit Kats won’t raise too many questions at TSA, though as someone who once brought 200 Snickers bars aboard a plane, I can tell you there’s definitely a good chance it will.)

The giveaway is live now, and contestants can enter by following Kit Kat USA on Instagram and commenting their vanilla vacation plans, along with #Kit KatVanillaBreakSweepstakes.

As for the candy bar itself, you can grab Kit Kat Vanilla at most major retailers or online at Hersheyland.com starting…now. Happy breaking!