For chocolate lovers with cash to burn, a gold-coated Kit Kat bar will hit stores in Japan later this month, but at an eye-watering ¥2016 (NZ$24.90) a finger it will only be available for the lucky few.
Unlike in the famous children's book Charlie and the Chocolate Factory, the luxury chocolate bar won't be randomly scattered among regular Kit Kats in shops.
Instead, 500 of the single bars will be made and sold only in the country, according to Nestle Japan, which has produced over 200 flavours – from strawberry to green tea and even wasabi – since introducing the chocolate treat there in 1973.
Nestle's limited edition "Sublime Gold" one-finger treat, which is covered in gold leaf and described as having a rich, bitter chocolate taste, will go on sale at chocolate boutiques in eight swank department stores from Tokyo to Sapporo in the north and Fukuoka in southern Japan.
Nestle says Japan's "omiyage" culture of bringing regional gifts back for family and work colleagues after trips away was another reason for Kit Kat's success with its various flavours.
Wasabi, related to horseradish, is a notoriously hot Japanese condiment served with sushi and sashimi.
Kit Kat, traditionally a four-fingered chocolate bar, currently offers around 30 different flavours in Japan, including Okinawan sweet potato, Yokohama cheese cake and Kobe pudding.