To most of the world, Kvikk Lunsj, one of Norway's most popular and iconic chocolate bars from Freia, one of Norway's oldest chocolate companies, may not seem like anything special. At least, not anything unique. It looks just like a Kit Kat bar—a Kit Kat bar with the more utilitarian name "quick lunch," a role fulfilled by 250 calories of chocolate-covered wafers. But to Norwegians, the chocolate bar has another meaning: Hiking. Trekking. Skiing. Being active outdoors.
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According to Business Week, bigwig Western chocolate companies like Nestle and Hershey are trying to please Asian tastes, given a booming chocolate industry there. Say hello to azuki-bean Kit Kats in Japan, green tea Hershey's Kisses in China, and ginseng-enriched...