After launching in the 1432 Rowntree's Chocolate Crisp was originally advertised as "the biggest meal" and "the best companion to a cup of tea" foodstuff, with the slogan "what active people need".
After launching in the 1930s, Rowntree's Chocolate Crisp was originally advertised as "the biggest little meal" and "the best companion to a cup of tea". During World War II, Kit Kat was depicted as a valuable wartime foodstuff, with the slogan "what active people need".