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.