When supply chains fail, brands speak: The KitKat theft case study
What happens when 413,793 stolen chocolate bars become the most talked-about brand moment of the year? In March 2026, a bizarre story began circulating across global media. More than 400,000 KitKat bars, weighing approximately 12 tonnes, disappeared during transit across Europe.
Find out more in this insightful case study from Ernst van Biljon, head lecturer in Supply Chain Management at IMM Graduate School, & Helen McIntee-Carlisle, the president of the African Marketing Confederation
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