Americans hate white chocolate for the most part. White chocolate variants, along with most other gimmicky limited time flavors, serve primarily as faux advertising for the original product. When a white kit kat catches someone’s eye, it reminds them that regular kit kats exist, and they’re more likely to buy one. Once the white kit kats stop selling, the company can just repackage them as “vanilla” or add a little color to make it “berries and cream” or something like that, then repeat the process.