KITKAT
KITKAT is one of the best-known confectionery marks in the UK and a natural Class 30 anchor. The brand is culturally familiar and commercially powerful, making the page instantly more engaging.
UK IPO Record
Brand History & Trademark Analysis
KITKAT is one of the best-known confectionery marks in the UK and a natural Class 30 anchor. The brand is culturally familiar and commercially powerful, making the page instantly more engaging. It also supports search intent around chocolate, snacks and confectionery branding.
Nice Class 30 covers bakery & confectionery. View all Class 30 trademarks and case studies →
Historical Background
Rowntree's originally trademarked both "Kit Cat" and "Kit Kat" in 1911. The product launched in 1935 as Rowntree's Chocolate Crisp before being renamed Kit Kat in 1937. Nestle acquired Rowntree in 1988. In 2017, the UK Court of Appeal ruled that the four-fingered bar design lacked sufficient distinctive character for trademark registration, holding that consumer recognition alone is not enough — the shape must identify the product's origin. In July 2018, the EU General Court annulled KitKat's shape trademark across the EU following a dispute with Norwegian competitor Kvikk Lunsj.