Industry Spotlight Interview: Ferrero

Andy Edwards, business unit controller for wholesale at Ferrero, talks to Paul Hill about the latest developments at the brand

Having established a strong position across chocolate, sugar confectionery and spreads, Ferrero has laid out ambitious plans to become a major player in the total sweet, packaged foods category. Biscuits naturally form a key pillar of those growth ambitions. Nutella B-Ready and Kinder Cards are already firm favourites in the category, and the next step in the journey is the launch of Nutella Biscuits to the UK.

Available now within the wholesale channel in a handy three-pack, the rollout follows recent success in European markets where Nutella Biscuits were the biggest NPD launch of the year across Italy and France1. As the nation’s favourite chocolate hazelnut spread2, we know there is a lot of love out there for Nutella and we look forward to working with our customers to make the launch a big success in the UK. The popularity of the brand, coupled with Ferrero’s expertise in high-quality treats, means Nutella is 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. It is available as single-serve packs of two cards, as well as a multipack of four (eight cards). 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.

Why wholesalers should be stocking Nutella 

At a time when Nutella is experiencing 14% growth in the spreads category3, its introduction to biscuits is set to offer wholesalers the chance to drive renewed interest in their offering. Nutella is perceived by consumers as number one for brand trust, brand love and great taste4, so we are confident the opportunity to enjoy the brand in a new format will go down well with shoppers. The expansion is set to be a hit not only with the 49% of shoppers already visiting the biscuit aisle5, but also new customers who will be attracted by a familiar brand they already know and love. The three-pack is the ideal format for retailers to trial in their stores, appealing to shoppers to enjoy on the go, while we’ll also be launching a 12-pack tube for at-home occasions this year, too.

Where and when wholesalers should be stocking in depot 

To promote new products in depot, end-of-aisle and front-of-depot displays are key for driving awareness. Sampling at the front of depot will help encourage retailers to look for the products they have tried. This will disrupt their in-depot journey and can support in driving purchases within other categories they might come across.

One way to do this is to ensure that biscuits in particular are placed near complementary products – for example, tea, coffee and hot chocolate. This can help to inspire retailers to merchandise winning combinations in store that will, in turn, drive purchase among their shoppers. Biscuits are consumed across a variety of occasions, including on the go and at home, so it’s important the biscuit fixture displays single and multipacks for retailers to stock up on.

What else is new from Ferrero?

Following the acquisition of Eat Natural, Ferrero has invested in the brand’s first-ever multimedia campaign to drive further awareness and relevance. The core range is available to the wholesale channel in cases of 12, including Apricot & Almond, Dark Chocolate with Cranberries, Brazil & Sultana and Cashew & Blueberry flavour bars. At a time when many shoppers are looking for an alternative snacking option, the ‘better-for-you’ snacks category has experienced significant growth – worth £581.4m and up 9%6. As part of Eat Natural’s plans to offer more choice to consumers, an HFSS-compliant range, Eat Natural Raw, has launched. For wholesalers interested in listing the brand, please speak to your Ferrero contact.

Supplier viewpoint

Andy Edwards, business unit controller for wholesale, Ferrero: “The pandemic prompted a shift in shopper behaviour, with brands that catered for at-home occasions rising in popularity versus those for on-the-go opportunities, which were understandably limited due to restrictions. This saw a shift towards multipacks in place of single serves, offering better value to shoppers enjoying the majority of their treats at home. However, since restrictions lifted, we have seen that trend reverse and on-the-go brands are experiencing strong recovery. Within biscuits, like many other categories, consumers are consistently drawn to brands they trust. That is one of the many reasons that the scale and success of Nutella gives us great confidence that Nutella Biscuits will sell well on biscuit aisle shelves and replicate the brand’s success in spreads. While being available in a handy three-pack makes the product versatile for shoppers out and about.”

Ferrero’s Tips For Success

  1. Sample new products at the front of depot to make retailers’ experience more interactive and drive excitement. Ferrero has plenty of bespoke wholesaler opportunities and activations on offer, so do contact your rep with any queries on how to make the most of these.
  2. Site biscuits next to items such as hot drinks, helping inspire retailers how to merchandise the products in their own store, creating cross-category combinations which will drive purchase.
  3. Stock a range of formats for both at-home consumption and on the go. For example, Kinder Cards are available in single-serve and multipack packs, so stocking both meets the needs of all shoppers.

1IT IRI 52 WE 01 Nov 2020, 2Nielsen Scantrack 4wks to 20/02/2021 vs PCD YA, 3Nielsen Scantrack, Grocery Multiples MAT to 27.11.2021, 4IPSOS W7 1819 MAT Total Sample, 5Shopper intel / Biscuits / 2018, 6IRI, Healthy biscuits bars value, value growth % data, MAT 20.02.22

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


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