Nutella, worth £50.8m and growing at +55.8% in the past four years alone, is moving into the countlines category for the first time in the UK, following a fantastic trial period and tremendous success in global markets.
Available now as a single serve, Nutella BReady features a light, crunchy wafer shell, creamy Nutella filling and puffed wheat crispies in an individually wrapped bar.
Levi Boorer, Customer Development Director, comments: “Nutella Bready is a complementary addition to the Ferrero range, offering shoppers more ‘sweet snacking’ solutions throughout the day. We see B-ready as the ideal mid-morning snack, containing fewer than 120 calories, while other products – like Kinder Bueno – are much more suited to post lunch snacking.
“Our initial UK trial has proved incredibly successful. We ranged at the till in a selection of convenience stores and Nutella B-ready ranked as the fourth best performing sweet snacking line during the period. We’d recommend that the single serve features alongside popular confectionery lines like Kinder Bueno.”
Nutella B-ready is already available in other markets and its international performance has led to a confident introduction in the UK. For example, it was named the best launch in FMCG since 2003, when it was launched in Italy in 2015.
The launch will be supported by a £2.8m multimedia campaign spanning TV, video-on-demand, out of home advertising, social and instore media, kicking off from September. A full suite of POS solutions will be made available for retailers to order from Ferrero’s dedicated trade website, www.yourperfectstore.com.