TOKYO - The typical Japanese consumer has a much wider palate when it comes to trying quirky products, and Western food manufacturers have taken that to the extreme, Advertising Age reports.

For the number-one confectionery brand in Japan, Nestle developed 19 flavors of Kit Kat, from baked corn to soy sauce. The company has variations for each region, such as yubari melon (Hokkaido Island), cherries (Tohoku), sweet potato (Tokyo) and yuzu fruit (Kyushu Island).

Three years ago, Nestle began to experiment with a handful of Kit Kat flavors tailored to Japan, but it exploded into a national experience. "There is a very low cost [and the campaign is] totally operated below the line," said Yuji Takeuchi, head of Nestle??s Kit Kat marketing. Kit Kat has no plans to add exotic local flavors to other countries.

"Nestle really understands how to build unique value into the relationship their brands enjoy with their customer," said Michael McLaren, McCann Worldgroup??s regional director for Asia/Pacific and CEO for Japan. "From the unique and fanciful local flavors on Kit Kat to the powerful functional benefits of [plant-based chemical] polyphenol in Nescafe Excella, they are always working to find a way to change the consumer value equation and drive deeper brand loyalty."

Two other things have helped Kit Kat??s sales. For one, each regional flavor is only sold in the region it was developed. This makes these flavors collectors?? items, which works well in a country known for gift giving. Second, the Japanese translation, Kitto Katsu, means "surely win," and the company used this to its advantage, creating selling opportunities around the tradition of sending students good-luck wishes before important entrance exams.