Global food and beverage company Nestlé has collaborated with Google to create new QR-branded packaging for its KitKat range.
After scanning a QR code on the packaging, consumers will be taken to one of 74 ready-to-watch YouTube videos.
Each video falls into one of four categories, which include sport, comedy, music and gaming.
More than 47 million limited edition KitKat packs will feature a QR code, as well as the YouTube logo and other graphics related to the video.
The collaboration is the latest in an ongoing partnership between KitKat and Google, which begun when a version of Google’s Android operating system was named KitKat.
Last year, the YouTube logo replaced KitKat on more than 600,000 limited edition packs.
Consumers could also ask Google’s voice search technology on selected devices to ‘YouTube my break’, and be linked to a video.
Nestlé Confectionery UK and Ireland managing director Andrew McIver said: "We know people want the space in their day to escape with a small break and research shows that 36% of YouTube users will watch a video for exactly that purpose.
"KitKat has been synonymous with breaks throughout its 80 year history so furthering this partnership makes perfect sense to us.
"There is something satisfyingly simple about using your phone to follow a QR code and I’ve enjoyed trying it out on KitKat packs and watching some of the great YouTube content behind each one."
The new limited edition bars are currently available at Nestlé stockists across the UK and Ireland.
Nestlé noted that more than 17 billion KitKat fingers are eaten worldwide every year.
Image: More than 47 million special edition KitKat packs will carry the YouTube logo. Photo: courtesy of Nestlé