This flavor does not necessarily taste like the typical American Kit Kat, in case you're wondering. I honestly forgot it was chocolate at all. The Kit Kats are grey in color and taste closer to a Earl Gray tea than any sort of chocolate. With a subtle sweetness, it was a perfect treat and very satisfying. I don't know if Hojicha means something relating to tea or a different flavor in Japanese, but I was happily surprised by this one!