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Nestlé Launches Millennial Pink KitKats, but There’s a Catch

Ah, millennial pink: the color that dominated 2017. From pink pineapples to home decor, the hue was ev-er-y-where last year, and it seems interest in the color isn’t fading anytime soon. In fact, Nestlé has announced it’s launching pink KitKats.

And they have the most incredible name: KitKat Chocolatory Sublime Ruby.

KITKAT Chocolatory Sublime Valentine's Assort 7bars
Image: Nestlé Japan

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These very on-trend millennial-pink KitKats are considered the world’s first ruby chocolate according to Nestlé’s global head of confectionery, Sandra Martinez. They’re made from carefully selected cacao beans found in Ivory Coast, Ecuador and Brazil called ruby cacao, which not only give the KitKat its pink hue, but also an intense berry flavor. To give a little more background, this new chocolate formula was produced by Barry Callebaut, a famous chocolatier, and debuted in September of last year at an event in Shanghai, China. And it was a huge deal. A totally new kind of chocolate hadn’t been introduced to the market since white chocolate got its start 80 years ago.

ruby chocolate nestle
Image: Nestlé Japan

OK, I’m sure we have you drooling by now, but unfortunately, there’s a catch. For those living in the U.S., U.K., Germany, France and Switzerland, the sour-yet-sweet treats are only available for sale online starting today for $3.60. To get them, you first need to register via email on Nestlé’s website, and you’ll then receive a link to purchase.

However, if you’re located in Japan or South Korea, you’re in luck. You can purchase them directly at KitKat Chocolatory boutique stores or at one of the 80 pop-up stores planned in Japan on Valentine’s Day.

KitKat Chocolatory store
Image: Nestlé Japan

“Japan is the market that has made KitKat so iconic in terms of all the different flavors they’ve developed,” Martinez tells Fortune. “This makes Japan the ideal market to go with this news, and KitKat is a brand that’s modern and connects well with millennials; so it’s the right brand to put the first ruby chocolate in the world.”

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If you want to get your hands on these treats, you better hurry: KitKat Chocolatory Sublime Ruby is only on sale through Jan. 25, and they’re limited in quantity — just 5,000 according to Nestlé’s press release.

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