What has Ferrero been up to in the wholesale channel?


Paul Hill talks to Ferrero’s business unit controller, Jodie Wood, about what Ferrero is doing in the wholesale channel

How has Ferrero helped wholesalers grow sales in the past 12 months?

We’ve continued with our category focus, working with wholesalers to create tailored plans. We use our data to understand how retailers shop, then look at how to replicate this in depot and online.

Our shopper experience centre helps to bring wholesale category plans to life; we then produce retailer plans for wholesalers to use with their customers.

  • Kinder-Surprise

    Fast fact
    Kinder Surprise Egg 20g is the bestselling kids SKU in the UK, selling three times that of its closest competitor

What is the greatest challenge the wholesale industry faces?

Retailers are looking for new ways to compete with the larger multiple stores by extending their offering and adding value for shoppers.

They are therefore demanding more of wholesalers, in terms of range, support and services, meaning that wholesalers need to think like retailers to support their customers to grow.

What trends and opportunities are emerging that customers can take advantage of?

There has been continued growth for confectionery outside of Christmas and Easter. Ferrero had a successful Eid this year with our first PoS materials tailored to the festival. Diwali has also been successful previously and we’ll continue to support wholesalers around different occasions this autumn. Displays with curated offerings will drive sales.

What challenges has Ferrero had to overcome in the past year?

Consumers continue to respond positively to price-marked packs, with these being widely expected across more categories than ever. 

We have listened to wholesaler and retailer feedback to realign our strategy. Now, Bueno and Nutella are available in the price-marked format all year, and not just promotionally, driving growth for retailers and wholesalers.

What is Ferrero’s greatest achievement in the past year?

Ferrero recently launched new Thorntons ranges of premium blocks and premium sharing bags, which build upon the success of Thorntons within the channel, bringing the brand to younger consumers and meeting the demand for premium confectionery within impulse retail.

Nutella rankWhat would you like to see happen in wholesale in the next 12 months?

We’d like to see ecommerce grow further, with wholesalers working with suppliers to create a compelling online proposition that is easy to shop, inspiring retailers with category and brand insights to add value alongside their business transaction.

Are you planning any activity of which wholesalers should be aware?

For the rest of the summer, we have the movie Secret Life of Pets 2 featuring on Kinder Surprise packaging. Alongside that, we will shortly be launching our wholesale plans for Christmas.

Retailers are stocking up for Christmas earlier than ever before and this year will see our largest seasonal range yet in wholesale, with products and PoS launched in depot right at the start of the season when retailers are looking for them.

What advice would you give wholesalers looking to grow sales in the category?

Be aware of the key seasons and what to stock around each occasion. Wholesalers should carry the right range of bestselling core products – which have steady sales all year round – alongside genuine innovation and seasonal products to help retailers keep their offer fresh and appealing to shoppers.

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via paul.hill@newtrade.co.uk and 07960935659.


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