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Orange goes into the coating because that's where it works. Limonene, the compound behind orange peel, is fat soluble, so it dissolves into cocoa butter and spreads through chocolate instead of sitting on top of it. A wafer would carry it far less well. It's also the flavour that most changes the sequence of eating a KitKat. The coating arrives first and the wafer follows, so the citrus lands before the texture does. Orange has been in and out of the range for years as a limited run, which is the usual pattern for a flavour that sells strongly without displacing the original.