Chokito
Product brand
UnclaimedA Nestlé chocolate bar built around a caramel-fudge center, milk chocolate coating, and crisped rice.
Last updated August 24, 2026
Overview
Chokito is a Nestlé combination chocolate-bar brand whose defining format combines a dense, ingot-shaped caramel-fudge center with a milk-chocolate coating and crisped rice. The product originated in Switzerland, where Nestlé introduced it in 1964 at the company-owned Cailler factory in Broc. It was developed as a modernized interpretation of the older Branche chocolate bar and as a response to competition in the Swiss confectionery market. The combination of soft caramel confectionery, chocolate, and a crunchy cereal-like exterior gave Chokito a distinctive texture compared with plain chocolate bars. A modified version followed in the United Kingdom in 1965. The brand then expanded into additional markets, reaching Australia in 1968 and Brazil during the 1970s. Nestlé also marketed Chokito in South Africa during the late 1960s, although it was withdrawn there in the early 1980s. Its strongest continuing presence has been associated with markets such as Switzerland, Australia, Brazil, and New Zealand, with recipes, packaging, and availability varying by country. In Switzerland, Chokito became sufficiently popular to attract direct competition from Frey, which introduced the similar Risoletto bar in 1967. The brand therefore occupies a position in the chocolate-bar category based on indulgence, textural contrast, and substantial eating occasions rather than premium single-origin chocolate or health-oriented snacking. Its product identity is communicated through the combination of a filling, chocolate, and crisped rice rather than through a broad portfolio of documented product lines. Nestlé refreshed the Australian version in 2010 with redesigned packaging and a reformulated recipe. One notable change was the move away from the compound chocolate used in the earlier formulation. The relaunch was supported by an irreverent advertising campaign featuring a bouncer-like character who repeatedly stopped people from entering places such as bathrooms and gyms while saying “No no no.” The campaign was primarily aimed at men aged 24 to 35 and reportedly generated more than 380,000 views across online platforms within two weeks. The reformulated product was subsequently introduced in New Zealand in 2012. Chokito has used different advertising messages across its history and markets. A 1970s tagline was “Chokito gets you going,” while the contemporary Australian positioning cited in reference material is “big feed, big taste.” These messages emphasize energy, satiety, and an assertive flavor experience. Swiss production was relocated from the Cailler factory in Broc to another Swiss facility in 2018. Chokito remains a Nestlé confectionery brand, although its precise current availability and manufacturing arrangements may differ by market.
History
Chokito was created by Nestlé in Switzerland in 1964 and initially manufactured at the Cailler factory in Broc. Its development represented an effort to modernize the established Branche chocolate-bar concept while competing in a market where combination bars were becoming increasingly important. The original product used an ingot-shaped caramel-fudge core covered in milk chocolate and crisped rice, creating a combination of softness, sweetness, chocolate richness, and crunch. The brand expanded quickly beyond its initial Swiss market. A modified version was introduced in the United Kingdom in 1965, followed by an Australian launch in 1968 and entry into Brazil in the 1970s. Nestlé South Africa marketed the product during the late 1960s, but the brand was removed from that market in the early 1980s. Availability has consequently been market-specific rather than globally uniform, with different national recipes, packaging, and distribution histories. Chokito's success in Switzerland prompted competitive imitation. Frey introduced Risoletto in 1967, a comparable product that competed in the same broad space of chocolate, filling, and crisp texture. This episode helped establish Chokito as a recognizable participant in the Swiss chocolate-bar category, although the brand's long-term identity has also been shaped by its later presence in Australia and Brazil. Nestlé gave the Australian product a significant refresh in 2010. The relaunch included new packaging and a recipe change that removed the use of compound chocolate found in the earlier formulation. Marketing adopted a deliberately comic and disruptive tone: a bouncer-like character blocked access to everyday locations, including bathrooms and gyms, while repeating “No no no.” The campaign targeted men aged 24 to 35 and reportedly surpassed 380,000 online views within two weeks. In 2012, the reformulated version was introduced in New Zealand. The brand's advertising language has changed over time. During the 1970s it was promoted with “Chokito gets you going,” while the cited Australian slogan in the current period is “big feed, big taste.” Both messages frame the product as filling and energetic, reinforcing its role as a substantial snack rather than a small, delicate chocolate confection. In 2018, Nestlé moved Swiss Chokito production away from the Cailler factory in Broc to another Swiss facility. The relocation marked a manufacturing change rather than a change in ownership: Chokito remains a Nestlé brand. Publicly documented information is more extensive for the bar's historical launches and Australian marketing than for its current sales, management, financial performance, or precise market-by-market availability.
- 2018
Swiss production relocation
[1]Swiss production moved from Broc to another Swiss facility.
- 2012
New Zealand introduction of the reformulated bar
[1]The reformulated Australian version was introduced to New Zealand.
- 2010
Australian relaunch
[1]Nestlé refreshed the Australian product with redesigned packaging, a reformulated recipe, and a new digital-led advertising campaign.
- 1970
Brazilian expansion
[1]The brand entered Brazil during the 1970s.
- 1968
Australian launch
[1]Nestlé launched Chokito in Australia.
- 1967
Risoletto enters competition
[1]Frey introduced Risoletto, a competing bar in a similar product category, in Switzerland.
- 1965
Modified United Kingdom launch
[1]A modified version of Chokito was launched in the United Kingdom.
- 1964
Swiss launch at the Cailler factory
[1]Nestlé introduced Chokito in Switzerland as a modernized interpretation of the Branche bar, initially producing it at the Cailler factory in Broc.
Products and positioning
An indulgent, substantial chocolate-bar snack differentiated by the combination of caramel fudge, milk chocolate, and crisped rice.
Chocolate bar · 1964
Chokito bar
The core Chokito product is an ingot-shaped caramel-fudge confectionery center surrounded by milk chocolate and crisped rice. Its identity rests on the contrast between a dense, chewy or soft filling and a crunchy outer texture. Recipes and chocolate formulations can vary by market and over time; the Australian version was notably reformulated in 2010.
Marketing campaigns
- 2010No no no
Australia
The Australian relaunch used a comic campaign featuring a bouncer-like character who prevented people from entering locations such as bathrooms and gyms while repeating “No no no.” The work targeted men aged 24 to 35 and was distributed through online platforms including YouTube and Break.com.
Outcome. The campaign reportedly attracted more than 380,000 views within two weeks.
- 1970Chokito gets you going
Australia
Chokito was promoted during the 1970s using the “Chokito gets you going” tagline, presenting the bar as an energizing and substantial snack.
Brand decisions
2018
Relocation of Swiss productionStrategyBackground
Chokito had originally been manufactured at Nestlé's Cailler factory in Broc since its 1964 Swiss launch.
Action taken
Nestlé transferred Swiss Chokito production to another facility in Switzerland.
2010
Reformulation and packaging redesign in AustraliaGeneration changeBackground
Nestlé relaunched the Australian Chokito after the product had been sold in an earlier formulation that used compound chocolate.
Action taken
The company redesigned the packaging and reformulated the bar, moving away from compound chocolate. The relaunch was paired with the “No no no” campaign.
Aftermath
The reformulated product was later introduced in New Zealand in 2012.
Recent events
- 2018
Swiss Chokito production is relocated[1]
Other
Production moved from the Cailler factory in Broc to another location in Switzerland.
- 2012
Reformulated Chokito launches in New Zealand[1]
Product launch · Product generation
The reformulated version developed for the Australian relaunch was introduced into New Zealand.
- 2010
Australian Chokito receives a recipe and packaging refresh[1]
Product generation · Product launch
Nestlé relaunched Chokito in Australia with redesigned packaging and a reformulated recipe that moved away from the earlier use of compound chocolate.
- 1980
Chokito is withdrawn from South Africa[1]
Other
After being marketed by Nestlé South Africa during the late 1960s, the brand was withdrawn from that market in the early 1980s.
- 1970
Chokito reaches Brazil[1]
Product launch
Chokito was introduced to Brazil during the 1970s.
- 1968
Chokito expands to Australia[1]
Product launch
The brand entered the Australian market, which later became one of its better-documented continuing markets.
- 1965
Modified Chokito version launches in the United Kingdom[1]
Product launch
Nestlé introduced a modified form of the bar to the United Kingdom shortly after its Swiss debut.
- 1964
Chokito is introduced in Switzerland[1]
Product launch
Nestlé launched Chokito at the Cailler factory in Broc as a modernized version of the older Branche bar.
Sources1 sources
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