Nestlé's vegan KitKat, the KitKat V, has been discontinued in all markets except the UK after struggling to gain traction in key markets like Germany. Despite being promoted as a more sustainable and premium alternative, the product faced challenges in retail placement and pricing. The vegan version was often segregated in "vegan sections" instead of being placed alongside conventional KitKat varieties, making it less visible to mainstream shoppers. Additionally, the significant price gap, with the vegan version costing up to 167.5% more than the dairy-based option, deterred many consumers from choosing the plant-based alternative.

The discontinuation of KitKat V highlights the ongoing challenge of price sensitivity in the plant-based industry. Studies have shown that high price premiums can deter consumers, even when the products align with their values of sustainability and ethical consumption. To achieve long-term success, brands must address pricing barriers, improve retail placement, and implement targeted marketing efforts to enhance the appeal of future plant-based innovations to the mass market.