From Kerala Tourism to Dominos, KitKat theft meme trend is not taking a 'break'

Nestle had confirmed that 12 tonnes of KitKat chocolate bars went missing in Europe last month after thieves made off with ⁠the truck transporting them en route to Poland from Italy. Now, this bizarre theft has become a meme fest cum global marketing moment.

There's Diamond Heist. Then there's Money Heist. And now there's something even bigger - the Great Chocolate Heist.

Nestle had confirmed that 12 tonnes of KitKat chocolate bars went missing in Europe last month after thieves made off with ⁠the truck transporting them.

The truck was carrying 413,793 ​bars of ⁠its new range set off from central Italy to distribute the chocolate throughout ⁠Europe, ‌but never reached its scheduled final destination in Poland.

However, what seemed like a serious event soon turned into a massive meme fest as people and brands, likewise, joined the bandwagon to have some fun and 'take a break' from their routine mundane work. Not to mention, the KitKat theft meme trend also gave companies the opportunity to market their brands in a fun and attractive way.

Even Kerala Tourism has joined the fun.

In a humorous post shared on X, Kerala Tourism said that the stolen bar hasn't reached their beaches. The hilarious note also doubled down as their promotional act.

“We've been informed about the missing shipment of KitKats. After a thorough check across our backwaters, hill stations and beaches, we can confirm - none of it has reached Kerala. Looking for a proper break? We've got you covered. #Kerala Tourism,” the post read.

The next in the line to join the fun ride was Dominos Pizza UK as they teased a KitKat pizza.

"We would like to share our thoughts and condolences with KitKat following their recent sad news. On a completely unrelated note, we're pleased to announce we we'll now be selling a new Kit Kat pizza," their post read.

Even IRCTC Air joined the meme ride and took the opportunity to promote their brand.

UP Police, too, didn't have any plans of missing out on the fun as they took to X and gave a "sweet" warning to thieves, and wrote, "After all, we make sure no crime gets a sweet ending in UP."

Following the path, Assam Police also posted, "Take a break. Not from being alert."

PVR Cinemas, too, quickly made a witty post: "In light of recent “break-ing” news. We’re stepping in to ensure your movie breaks stay deliciously uninterrupted."

Take a look at the witty posts made by other brands.