Global chocolate brand KitKat has joined Melbourne Central's retail portfolio launching its first ever Australian store.
The KitKat Chocolatory will be housed in the centre offering consumers the chance to create their own personalised chocolate bar.
Using UTZ certified chocolate customers will also be able to purchase handcrafted chocolates and one-off flavour combinations.
KitKat will also release a street collection in honour of iconic Melbourne landmarks such as St Kilda, Little Bourke, Luna Park and Hosier Lane.
The street collection has been designed collaboratively by street artist Dvate and pastry chef Anna Polyviou.
Nestlé Australia head of marketing for confectionery Anna Stewart believes consumer demand for personalisation has driven the brand to launch the Australian first.
“We’re delighted to mark the launch of Australia’s first KitKat Chocolatory with such a unique collaboration.
As people become more creative with what they eat, we are continually looking for ways to innovate and reinvent the traditional break.
“Working with Dvate and Anna, who are famous for their individuality and artistic talent, is a fitting way to unveil our first permanent location here.”
Nestlé is the parent company of KitKat.
KitKat's move into personalised retail follows on from successful pop-up stores in Sydney and Melbourne.
Department store Myer also recorded positive results from its collaboration with Nutella during Christmas last year.
The collaboration saw Myer offer consumers personalised jars of nutella at a 50% premium of supermarkets and sold 400,000 products over a six week period.
The KitKat Chocolatory launches on Friday October 21.