Let me say from the off that the Kit Kat Chunky is without peer as my favourite bar of chocolate.  And I’m not alone in this view.  Kit Kat is the 2nd best selling chocolate bar in the world.  But let me add that I am hugely impressed by the skill of Nestle in achieving this with not very much.

I’ll explain, shall I?  Everyone will realise the cleverness of putting a hole in a Polo mint and, what’s more, of marketing the lack of mint as a positive USP.  Likewise, Aero makes a feature of putting bubbles (or holes, to call a spade a shovel) in its chocolate and then alludes to the taste sensation of them exploding on your tongue.

But Kit Kat takes the biscuit, as they say.

I was alerted to this by my daughter who asked me how I ate one. Other than thinking “in secret”, I didn’t really get what she meant.  But she explained that she nibbled off all the chocolate and put it to one side to enjoy last, to reveal the naked wafer.

So I tried it and I can tell you there’s not much chocolate – perhaps the equivalent of the single piece of “Yorkie” and a sad looking wafer.

But consider this; the conventional 2- or 4- finger Kit Kat has elevated this parsimony to new heights still by designing in a “valley” or “valleys” between the fingers a la Polo (more valley, less chocolate) and then positively markets this by encouraging the customer to “take a break”.

Genius or what?