Ferrero is one of the big names in the sweet packaged foods sector, with huge brands in the chocolate, sugar confectionery and spreads categories.
The next target the company has in its sights is biscuits.
Kinder Cards and Duplo followed the more established brand Nutella B-ready into the biscuit category last summer.
Jason Sutherland, UK & Ireland sales director, Ferrero UK, tells Wholesale Manager about the latest launch into the category, Nutella biscuits.
Tell us about the launch of Nutella biscuits. Describe what the product is, what the RRP is, where the product is available, etc?
We introduced Nutella Biscuits into the UK in March 2022, following the product’s success in European markets where it was the biggest NPD launch of the year across Italy and France1. At a time when Nutella is experiencing +14% growth in the spreads category2, its introduction to biscuits in the UK in a handy sharing format offers retailers the chance to provide more choice and to drive renewed interest in their offering.
The golden baked crunchy biscuit, containing a creamy heart of Nutella, offers consumers a new way to enjoy the great taste the brand is known for. Nutella biscuits is our third launch into the biscuit category, following Kinder Cards and Nutella B-ready.
Does Ferrero view the biscuit category as a long term growth strategy for the company?
Having established a very strong position across chocolate, sugar confectionery and spreads, Ferrero has ambitious plans to become a major player in the sweet packaged foods sector. Biscuits naturally form a key pillar of our growth ambitions. With Nutella B-ready already a firm favourite in the category, the high-profile introductions of Kinder Cards and Duplo into the UK market last summer marked the logical next step in this journey – following successful performances of these brands in Ireland and across Europe. Each of the products in our biscuit range are available in on the go and multi-sharing formats, helping us to meet changing shopper needs and offering the right balance between on-the-go and at-home consumption.
What is Ferrero’s ambitions in the biscuit category? Is there an ambition to be one of the top three biggest players in the category?
The popularity of the Nutella brand, coupled with Ferrero’s expertise in creating high quality treats, means we’re perfectly positioned to expand into the biscuit category.
We know that bringing a familiar brand to a new category can help wholesalers and retailers alike drive sales, and we experienced this first hand with the launch of Kinder Cards last year. By bringing the Kinder brand to a new sector, we have been able to appeal to existing shoppers of the fixture, as well as attracting new ones to a widely recognised and trusted family brand. We expect to see similar results with Nutella Biscuits and regard this as our biggest biscuits launch to date within the channel, with support for wholesalers already including front of depot features and sampling.
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