You're Right! The distinctive foil package allowed consumers not only to experience the brand through the product itself but the tactile nature of the package enhanced the brand experience. Running your thumb down between the bars chocolate fingers and snapping open the bar has been part of the brand and part of the experience, will the change damage the brand. It has featured as part of the brand advertising - the 'have a break, have a kit kat' tag line often underpinned by the visual evidence of a user opening the foil wrapper. Aficionados also relate the pleasure of rubbing the foil against the bar to reveal the branding on the products fingers as part of their experience. For them there is no substitute for the feel of the old package. KIT KAT wafer bar is the candy bar that makes your break better, because it's the candy bar that is fun to eat. In 1970, Hershey assumed US distribution of KIT KAT wafer bar for Rowntree Mackintosh of England. The best of the best. Kit Kat is the cream of the crop when it comes to chocolate bars In fact, it's one of the best snacks all together. The flavor is perfect, a great blend of wafer filling and chocolate. The texture perfect, crispy with just the right size. Novelty wise, it's the first and possibly only bar you can easily share with 3 friends. Perfection! "Gimme a break, gimme a break, Break me off a piece of that Kit Kat Bar!< You could keep it to yourself but it wouldn't be fair, 'cause that chocolate crispy taste is loved EVE - RY - WHERE! Gimme a break, gimme a break, Break me off a piece of that KIT KAT BAR!"