KitKat announced that 12 tons of chocolate bars went missing in Europe last week. Thieves stole the truck transporting the 413,793 bars of its new range, which was traveling from Italy to distribute products throughout Europe. The truck never made it to Poland, its final destination, and is still missing.
The missing bars are traceable via a unique batch code, KitKat said. Anyone scanning the batch numbers of the stolen chocolate would receive instructions on how to contact KitKat, Reuters reports, quoting the bar maker: “Whilst we appreciate the criminals’ exceptional taste, the fact remains that cargo theft is an escalating issue for businesses of all sizes.”
The unfortunate incident, including the announcement made by KitKat, turned into a marketing success story, becoming viral online, where consumers and big brands interacted with reactions and entertaining content. The company is asking for help tracking the missing limited-edition chocolate wafer bars.
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Help us find them. Use the Stolen KitKat Tracker. Link in bio. pic.twitter.com/VLknwiHbGf
— KITKAT (@KITKAT) April 1, 2026
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Photo: KitKat