Ferrero has announced a brand-new variation of its popular Nutella & Go! The launch of Nutella & Go! Wholegrain marks the first extension of the snack brand in five years. Containing 80% Wheat & Oat cereal sticks alongside a classic Nutella dip, it will help retailers meet the growing demand for a wider variety of snacking options. Ideal for on-the-go, the treat is now available to UK retailers for a limited time only.

After social distancing requirements had an impact on sales of impulse and on-the-go formats last year, the lifting of those restrictions through the summer should see those sales opportunities return.

Shoppers will be increasingly looking for treats they can enjoy on-the-go, so stocking Nutella & Go! Wholegrain will help attract them back to the fixture, as footfall and impulse purchases return with the countlines category seeing a +10% growth in the last four weeks vs YA[1].

Levi Boorer, Customer Development Director at Ferrero, comments: “Building on the popularity of the existing line in the UK, we are offering convenience retailers the opportunity to stock our latest launch this summer, Nutella & Go! Wholegrain. We are confident that the newest addition to our range will entice loyal shoppers to the brand, with many shoppers looking for a pick me up treat.”

Nutella & Go! Wholegrain is available for purchase now, across the grocery, convenience, and impulse channels. Retailing at £1.02 MRSP for a 55g pack, Ferrero recommends that retailers utilise new point of sale and displays to help the new products stand out to customers. These are available now via

[1] Nielsen Scantrack, WE 24.04.21. vs a year ago.

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