Move Over Cadbury! KitKat Is Britain’s Most Social Sweet Brand

When asked to name Britain’s favourite confectionery brand, many people might immediately think of Cadbury. 

However, new research suggests that, on social media at least, KitKat is the nation’s top treat.

Digital marketing consultant Chris Laas analysed well-known confectionery brands identified through YouGov, comparing the number of Instagram and TikTok posts featuring each brand’s hashtag.

KitKat claimed a remarkably comfortable victory, appearing in 4,316,600 hashtagged posts across the two platforms. That total includes 3.9 million Instagram posts and 416,600 TikTok posts.

The chocolate-covered wafer bar also has 1.1 million Instagram followers. On TikTok, it has attracted 480,000 followers and 1.7 million likes.

Created by Rowntree’s in York in 1935, KitKat remains one of Britain’s most recognisable confectionery creations. According to YouGov, an impressive 98% of people have heard of the brand, while 79% view it positively.

Swiss chocolatier Lindt took second place with 1,678,500 hashtagged posts, including 1.6 million on Instagram. Cadbury, founded in Birmingham by John Cadbury in 1824, finished third with 1,329,400 posts.

The complete social-media top ten was:

KitKat – 4,316,600 posts

Lindt – 1,678,500

Cadbury – 1,329,400

Maltesers – 809,600

Twix – 788,600

Cornetto – 701,300

Toblerone – 653,400

M&M’s – 385,000

Terry’s Chocolate Orange – 147,500

Magnum – 114,100

There are a few interesting surprises here. Maltesers achieved the highest stated YouGov popularity score among the leading five brands, at 84%, despite placing only fourth for hashtag posts. Twix, meanwhile, enjoys almost universal recognition, with a fame score of 99%, and an 81% popularity rating.

This demonstrates that social-media activity and traditional measures of public affection are not necessarily the same thing. A hashtag post may feature recipes, advertising, nostalgic memories, collecting, reviews or even criticism. Nevertheless, millions of posts represent valuable exposure for a brand.

Chris Laas said social-media engagement can reveal a brand’s cultural and commercial strength beyond simple name recognition. He highlighted that Cadbury enjoys 99% recognition, yet KitKat generates more than three times its volume of social-media posts.

Perhaps KitKat’s success should not be surprising. Its familiar red wrapper, memorable advertising and simple “break” ritual make it particularly easy to photograph, share and reinvent online.

Cadbury may still occupy a special place in Britain’s confectionery history, but in the battle of the hashtags, KitKat has snapped off a decisive victory.

https://chrislaas.com

Cadbury Velvet Salted Caramel Bar Review: Smooth Name, Sharp Finish?

There’s something about the words “Velvet” and “Salted Caramel” that instantly makes you expect comfort. Soft. Creamy. Luxurious. 

The kind of chocolate bar you open with a little grin, already picturing that buttery caramel sweetness with a proper salty kick to balance it all out.

So when I spotted the new Cadbury Velvet Salted Caramel bars, I went in fully expecting an easy win. Cadbury have built their reputation on crowd-pleasing chocolate that rarely strays too far into risky territory… but this one? This one left me a bit conflicted.

And not in a “ooh, interesting” way.

More in a “why does this taste like that?” way.

First Impressions: Looks the Part, Promises the World

The branding does a lot of heavy lifting. Velvet suggests something smoother than your typical Dairy Milk. Add salted caramel and you’re basically advertising a guaranteed sofa snack.

Unwrap it, and the bar has that classic Cadbury feel — nicely moulded chunks, familiar aroma, and that initial chocolate hit that makes you think, Right, we’re on safe ground here.

But then the flavour kicks in properly.

The Chocolate: Slightly Harsh for a “Velvet” Bar

Here’s the thing: for something calling itself “Velvet”, I expected the chocolate to be soft and round, with that creamy Cadbury melt that disappears happily on the tongue.

Instead, I found it a little too harsh.

Not harsh as in “dark chocolate intensity” (which would be fair enough), but harsh as in a sharper, slightly bitter edge that didn’t feel like it belonged in a bar trying to be smooth and luxurious.

It’s not a complete write-off — but it definitely doesn’t match the comforting promise of the name.

The Salted Caramel: Missing the Salt, Bringing the Burnt

Salted caramel needs two things to work:

A proper caramel sweetness

A clear salty bite that cuts through and keeps it interesting

But in this bar, I didn’t get that satisfying saltiness at all. Instead, the “salted caramel” comes across as oddly muted on the salt, and worse… it has a burnt note that takes over the whole experience.

And not in a fancy “slightly toasted sugar” way.

More like… that taste you get when someone’s made toffee for the first time, panicked, stirred too much, and slightly scorched it — then served it anyway.

That sort of overcooked, bitter-toffee edge lingers, and it clashes with what should be a soft, creamy chocolate bar.

Texture & Eating Experience: Fine, But Not Fabulous

Texture-wise, it’s perfectly edible. It’s still Cadbury, it still melts, it still snaps nicely. There’s nothing unpleasant in the physical sense — no weird grit or waxiness.

But flavour matters, and this one just doesn’t deliver what it sets out to be.

Rather than a gentle salted caramel swirl vibe, it lands closer to:

Chocolate + burnt caramel impression + a missing pinch of salt.

And that’s a shame, because salted caramel as a concept is basically bulletproof.

Who Might Like This?

If you usually enjoy caramel flavours that lean more towards the dark, cooked sugar end of the spectrum, you might get on with this better than I did.

It’s also possible that some people will interpret that burnt note as “grown-up” or “less sweet”, and that could be a selling point for them.

But if you’re expecting classic salted caramel — sweet, buttery, and properly salty — I think you might be disappointed.

Final Verdict: Cadbury Velvet Salted Caramel Bar Review

I wanted to love the Cadbury Velvet Salted Caramel bar. The idea is spot on, the branding is tempting, and the flavour combo should be an easy win.

But for me, it misses the mark.

The chocolate feels too sharp and slightly bitter, and the salted caramel doesn’t bring a proper salty punch — instead it leans into a burnt toffee vibe that’s more “first attempt” than “velvet luxury”.

⭐ Rating: 2.5/3.0 out of 5

Not the worst chocolate bar you’ll ever eat… but definitely not the cosy salted caramel dream it’s trying to be.