Working Together with Ferrero

Ferrero is investing in wholesale ahead of spring with the launch of Kinder Joy. The confectionery supplier plans to grow its UK business and the wholesale channel is key to achieving that.

The Kinder brand is now worth £104m and Kinder Joy offers a potential £3.6m incremental sales opportunity for the confectionery category. “Wholesale is hugely important to us, and we’re working with our customers in this channel to make it easier for them to communicate with their own customers,” says Levi Boorer, Customer Development Director at Ferrero.

Ferrero is sampling in cash and carry depots nationwide, including Dhamecha’s new Leicester branch, to drive trials of the product and give retailers the confidence to recommend the product to their own customers.

Kinder Joy Competition

Kinder Joy is a plastic egg that opens into two halves – one with a toy and the other a creamy chocolate treat that comes with its own spoon. Retailers have been noticing the brilliant Kinder Joy displays in depots, where they can pick up the product and also enter a fantastic competition that is targeted at families to drive footfall in their store this Easter. “We have a very exciting competition where 10 lucky retailers can win everything they need to stage the perfect Easter egg hunt in their local community – it’s a great way for wholesalers to get closer to their customers,” says Levi Boorer. Retailers can also enter the Kinder competition by visiting www.ferrero-trade.co.uk

Top tips from Ferrero

1. Use bespoke PoS to help create in-depot theatre and draw attention to new products

2. Always be aware of which brands are being heavily supported by marketing or running on-pack promotions

3. Stock best-sellers like Kinder. 85% of confectionary sales come from core range.

4. Get your mix of price-marked and unmarked products right. Price-marking is popular among impulse retailer as a way of communicating value

5. Visit www.ferrero-trade.co.uk for expert category advice, key channel information and the latest product launch news

Helping wholesalers grow sales

Spring time is often associated with novelties and eggs, but core range is key and Ferrero is helping wholesalers to stock a strong range from well-known and trusted brands that family shoppers will actively seek out, particularly during occasions such as Easter. “It is important that wholesalers educate retailers around the three key tools for maximising confectionery sales – range, visibility and availability,” says Levi Boorer. “They need to work closely with their customers to understand live retail trends, plus allocating share of shelf to the right brands is extremely important, as it lowers the risk of out of stocks and customers getting frustrated.

Price-marked Kinder Bags

Available now, a £1 price-marked format now features across the sharing range of Kinder Choco- Bons (69g) and Kinder Chocolate Mini (72g). The price-marked packs are being supported by £3m media investment including TV, sampling and family-centric in-store activation. Kinder has driven £5.7m incremental sales to the £1.2bn sharing sector of confectionery since the launch of the Kinder Sharing Bags range at the start of 2015. Ferrero’s Levi Boorer says: “We have tailored our Kinder Sharing Bags range for each channel to make sure that we are providing the right product at the right price and in the right place, to unlock incremental sales.”

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Tan Parsons
Tan is the former editor of Better Wholesaling. Previously the news and alcohol editor of sister title Retail Express, Tan has a wealth of experience writing about the convenience retail industry.

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