Internet giant Google has announced the next version of its Android mobile operating system will be called Kitkat. The company has partnered with confectionary brand, which is owned by global FMCG giant Nestle.
The surprise element, however, is that just a day after the announcement, Nestle has taken an unexpected dig at Apple, which rivals Google's Android mobile OS in the mobile arena.
The confectionery company has redesigned itsKitKat website to make it look like that of a gadget, with phrases reminiscent of Apple. Terms like 'Confectionery Perfectionary', 'wafer thin CPU' and 'global coverage, you can take it literally anywhere' remind users of Applehyperboles like ultrafast wireless internet (which the company used when 4G connectivity was introduced with iPhone 5).
Nestle also takes a lighthearted dig at the slogan "There's an app for that" (owned by Apple) with its own "There's a KitKat for that." The company also talks about the 'variants' of KitKat, which comes in 2 mega-bites, 4 mega-bites and chunky-bite forms.
And just like the iPhone 5 is called "the biggest thing to happen to an iPhone since the first iPhone," the KitKat 4.4 is "the best ever thing to happen to confectionary." A video on the website shows the KitKat "chief breaks officer" Christopher Catlin saying that the company got the perfect confectionery right the first time.
Google has, for the first time, partnered with a brand for the new Android operating system. It had used generic names in the past with earlier versions of Android being named after desserts like Cupcake, Donut, Eclair, Froyo, Gingerbread, Honeycomb, Ice Cream Sandwich and, most recently, Jelly Bean.
According to reports, Google has confirmed that no monetary transaction was made for the branding deal between Google and Nestle.
Interestingly, a statue of the Android icon shaped like a KitKat bar has been placed outside the Google headquarters in Mountainview, California.