One point of sites dedicated to a product like Kit Kat, is that it protects their brand by directing people to _their_ page when people type Kit Kat in Google or another search engine. It would also capture other searches related to the product. You will be surprised at how many people use the Google search box as their default navigation tool - even when they know the name of the site. In fact, I have seen people type Google.com in the search box rather than directly into the browser's navigation box!