Kvikk Lunsj v. Kit Kat: A comparative analysis

Photo: Emily C. Skaftun I decided to see how Kvikk Lunsj and Kit Kat stacked up, literally and figuratively.

Photo: Emily C. Skaftun
I decided to see how Kvikk Lunsj and Kit Kat stacked up, literally and figuratively.

Emily C. Skaftun
Norwegian American Weekly

Around this time last year I learned of the Norwegian Easter phenomenon that is Kvikk Lunsj. It seemed that the country went wild, yearly, for this… what was it? I’d never heard of it.

The name threw me at first. It’s a lunch thing? Like maybe an energy bar?

Coworkers scoffed at me. I did more research, turning up photos. Oh, it’s a Kit Kat!

I was informed, by many sources, that I was wrong. Kvikk Lunsj was far superior to Kit Kat. Not even in the same league. That seemed likely, given what I already knew about the relative quality of American versus Norwegian chocolate. I set out to see how the two candies stacked up.

I think it’s pretty clear that in packaging, Kvikk Lunsj wins hands-down. Its cheery red, yellow, and green design is bold and much more appetizing than Kit Kat’s orange (and I love orange). The label is simpler and cleaner.

But Kvikk Lunsj’s advantage doesn’t end on the outside of the packaging. Inside it has “Søndags-turtips,” a description (på norsk) of a hike in Norway. (Which I can almost read; hooray for a year of Norwegian classes!). This is obviously far superior to Kit Kat’s… foil.

At first glance, they remain remarkably similar. The Kvikk Lunsj looks slightly larger, just slightly in every direction, than a regular-size Kit Kat bar. Both are divided into four wafery sticks, but Kvikk Lunsj wins the design competition with Freia’s bird stamp outclassing “Kit Kat” in the chocolate’s embossing. Okay, initial points go to Kvikk Lunsj.

Photo: Emily C. Skaftun At a glance, the candies are remarkably similar, inside and out.

Photo: Emily C. Skaftun
At a glance, the candies are remarkably similar, inside and out.

The ingredient lists for both are similar, with predictable variations and, one assumes, higher-quality ingredients used in Norway. This last one is pure speculation, of course. No points awarded in this category.

Is Kvikk Lunsj healthier? Of course the serving sizes aren’t the same on their nutrition facts labels, making an apples to apples comparison tricky, but… no. Gram for gram, the Kvikk Lunsj has more protein, but also quite a lot more fat. Points to Kit Kat for health, shockingly.

Taste is, of course, the most important factor in a candy bar. For my money they were close enough to the same as to be almost indistinguishable. However, one thing both I and Molly (whom I roped into my research) noticed was that even though the Kit Kat appeared to have more chocolate covering it, the Kvikk Lunsj tasted a little more chocolatey. For Molly, this made the Norwegian version the clear winner. I’ll go ahead and give Kvikk Lunsj those points.

So all things being equal, it looks like Kvikk Lunsj is outclassing Kit Kat. But things, here in the U.S., are rarely equal. You may not have a handy local Scandinavian store, like I do, where you can pick up a Kvikk Lunsj. Or even if you do, you may find the price a bit of a shock. Mine cost $3.50, versus the Kit Kat’s buck or so price tag. I get it. Importing things from Norway isn’t a cheap proposition. And the Kvikk Lunsj is slightly larger. But it’s not so much larger that three Kit Kats isn’t a lot more.

So here is my Easter recommendation for you (and I realize this is sacrilege to some of you): Buy one Kvikk Lunsj. Unwrap it; eat it; enjoy it. Save the wrapper. Then, anytime you feel the need for a Kvikk Lunsj, wrap the saved packaging around a Kit Kat bar—it’ll fit. Tell yourself that what you’re about to eat is really a Kvikk Lunsj. Save $2.50.

Happy Easter!

This article originally appeared in the April 3, 2015, issue of the Norwegian American Weekly.

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The Norwegian American is North America's oldest and only Norwegian newspaper, published since May 17, 1889.