Ferrero Rocher is bringing its iconic taste and premium credentials to the UK chocolate tablets segment for the first time. Rolling out from the 9th of August, Ferrero Rocher chocolate tablet bars will be available in all major grocery retailers, followed by the convenience channel in October. The iconic taste of Ferrero Rocher, which is loved by generations all over the world, is now available in a 90g tablet bar with three delicious chocolate varieties to choose from: white chocolate, milk chocolate and a dark chocolate variety. The launch will be supported by a £2.55m campaign, including TV and in-store theatre to drive maximum awareness and create demand among shoppers.
As a well-known and instantly recognisable brand, Ferrero Rocher is perfectly placed to bring a premium chocolate tablet bar to the market, encouraging lovers of the brand to try the chocolate in a different way, and tempting traditional chocolate tablet bar shoppers to trade up to something special. Furthermore, the latest additions to the Ferrero Rocher range coincides with strong growth of +26%[1] in its boxed portfolio. In terms of occasions, particularly as the ‘big night in’ occasion continues to thrive, and with the festive season also on the horizon, it is the ideal time for retailers to offer their shoppers something new. The chocolate tablets segment is in both value (+7.7%) and volume (+7.3%)[2] growth, with premium players driving a significant proportion of this growth2.
Levi Boorer, Customer Development Director at Ferrero UK & Ireland, comments: “We are extremely excited by this global brand launch. Ferrero Rocher chocolate tablet bars will bring our credentials as a premium chocolate brand to a traditional category and provide a great experience for shoppers.
“By entering this segment, we can support retailers in meeting additional occasions. This format allows consumers to enjoy the taste of Ferrero Rocher in a new way – it is perfect for sharing or as a treat. We know that shoppers are emotionally engaged within the confectionery category as the brands help them share special moments with loved ones. This means they are willing to spend more on the products they love in order to treat themselves and others, so it’s important that retailers have a range of well-known brands that meet this demand, whilst helping to increase basket spend.”
Made with 100% sustainably sourced cocoa, Ferrero Rocher tablet bars will deliver the recognisable tastes and textures of the golden pralines, featuring a dome on top of each square. Inside, a chocolate base supports a creamy filling, covered with a top layer of chocolate mixed with crunchy pieces of hazelnuts. The new TV advert focuses on the ‘surprising pleasure’ of Ferrero Rocher in a chocolate tablet bar format and explores the look, feel and taste to reinforce its luxury credentials, which will help to bring the range front of mind for shoppers.
Available in all major grocery retailers from 9th August onwards, followed by convenience retailers in October, the RRP of each 90g bar is £2.00.
[1] AC Nielsen, Boxed Choc Database, Value Sales (000) Ferrero YTD to 10.07.21
[2] AC Nielsen Tablets Database, Value and Volume Sales in MAT data to 10.07.21
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