However, all is not lost. By way of a sideline, owner Nestlé is also demonstrating the added-value profit potential that comes with a bit of personalised print action. 

Consumers who enter an unsuccessful code are given the opportunity to buy a personalised pack anyway. For an additional fee, they can also order a personalised box. The price? A cool £6.99. 

As Tesco is currently selling one 41.5g four-finger KitKat bar for 60p, that means the personalised packs command a markup of circa 1,065%. Who says there’s no money in print?

Sadly, Nestlé has declined to reveal details of the printer involved in the promo, which is a shame as Overmatter is genuinely interested in the logistical challenge that lies behind it. Not least because it’s a bit easier to apply a personalised label to a jar of, say Nutella or Marmite. How do they make sure that those chocolately, wafery fingers that are so delicious for dunking don’t melt during the handling process?