A £14 KitKat? Premiumisation has gone too far

KitKat’s bespoke Chocolatory rangeIn times of global political uncertainty, when well-worn institutions are buckling under the pressure and every day is described as ‘unprecedented’, there is one thing you can be sure of – brands will make a play for premium.
From consumer goods and tech to food and drink, brands are sinking more investment than ever into beefing up their premium portfolios.
Take Gillette, which launched its premium division Gillette Labs in August, as it