SINGAPORE, 15 OCTOBER 2025 – Singaporeans are always on the go, juggling kopi runs, commutes and countless deadlines. We’re famously kiasu when it comes to sales, queues, and promotions, but when it comes to taking breaks? Not so much. That’s why KITKAT is inviting everyone to slow down and hit pause with a little help from their new Break Buddies, four limited-edition characters inspired by the uniquely Singaporean ways to unwind.
From bubble tea runs and post-work gym sessions to Friday night chill-outs, each Break Buddy brings a local twist to KITKAT’s iconic “Have a Break, Have a KITKAT” tagline.
As the year winds down and the pace begins to ease, the Break Buddies are here to encourage Singaporeans to slow down. Amid wrapping up projects and planning for the holidays, take a moment to pause, recharge, and enjoy a well-deserved break, because winding down is just as important as powering through.
Meet Your New Break Buddies
Whether you’re the type to power through the workday or are constantly planning your next escape, there’s a Break Buddy made just for everyone. Designed to go wherever your break takes you, each Break Buddy is perfectly sized to hold a KITKAT 2-Finger – a reminder that KITKAT is right there with you, no matter how you choose to unwind.
For the bubble tea lovers out there, BBT Buddy serves as a playful reminder to take your well-deserved 3pm bubble tea run. Bubbly, witty, and always the life of the party, the BBT Buddy is here to lift your spirits and help you beat the afternoon slump.
For those who believe in sweating the stress away, Gym Bro is your break buddy. Be it clocking in an early morning gym session or taking to the pickleball court after work, the Gym Bro is all about breaking a sweat to reset the mind and body. Because fitness isn’t just a routine – it’s the ultimate break.
For the explorers and always-on-the-go planners, Travel Kaki is the companion you didn’t know you needed. With suitcase packed and passport in hand, Travel Kaki reminds you that sometimes, the best way to recharge is to get out of town, even if it's just for the weekend.
And for all the homebodies and self-care champions, Chill Homie is your president of me-time. Armed with headphones, Chill Homie turns quiet moments into sacred rituals. The Chill Homie is the one reminding you that a cozy night in can be just as rewarding as a night out.
"The Break Buddies collection is more than just a series of adorable, snack-size characters; they're a playful nudge for everyone to hit pause and enjoy their favorite break ritual, ideally with a KITKAT in hand," said Jocelyn Ho, Business Manager for Foods and Confectionery, Nestlé Singapore. “In today’s fast-paced world, it’s easy to get swept up in the hustle. We believe that taking a quality break, even a short one, a deep breath, a quick stretch, or just resting your eyes, can make a big difference.”
Available from today and priced at just S$14.90, consumers can get their hands on the new Break Buddies Box at participating retailers and receive a randomised Break Buddy character as well as 2 x KitKat 10s Sharebags. The collection is also available at FairPrice, Cold Storage, Giant, Sheng Siong, Prime, 7 Eleven, Cheers and FairPrice Online. While stocks last.
For more information, visit KITKAT’s Facebook, Instagram and TikTok pages.
About KITKAT®
KITKAT® has always been a favourite treat for those who appreciate a light-hearted moment in their day. In Singapore, it’s more than just a delicious snack – it’s a timely reminder to pause, reset, and enjoy a well-deserved break. To inspire this mindset, KITKAT® partnered with POP MART DIMOO World and is continuously driving initiatives to encourage Singaporeans to press pause and have better breaks.
KITKAT® 2 Finger Sharebag is the perfect treat for when you want to share your break with your friends and family. Each of the 2 crisp wafer fingers is individually wrapped, making it perfect for sharing. To find out more about KITKAT®, visit www.nestle.com/brands/chocolate-confectionery/kitkat.
About Nestlé Singapore
As the world’s largest food and beverage manufacturer, Nestlé is the provider of the best food for whatever time of day and for whatever time of your life. Headquartered in Switzerland, Nestlé is present in more than 180 countries around the world and employs more than 270,000 people, who are committed to unlocking the power of food to enhance the quality of life for everyone, today and for generations to come. Since 1912, Nestlé Singapore has been nourishing Singaporeans through quality brands and products like MILO, MAGGI, NESCAFÉ and KITKAT, delivering on our promise of bringing Good Food, Good Life to all. In 2024, Nestlé Singapore was recognised as a Company of Good by the National Volunteer & Philanthropy Centre for its outstanding contributions and commitment to corporate purpose and impact in Singapore. To find out more about Nestlé, visit us at www.nestle.com and about Nestlé Singapore, visit www.nestle.com.sg.
For Media Enquiries
Li Wee Shyan
Assistant Brand Manager, KITKAT
[email protected]
