Nutella fans across the country are in for a cool surprise. That’s right, the rumours are true – Ferrero UK is thrilled to announce the expansion of its ice cream range with the introduction of Nutella Ice Cream Tubs (470ml).
Building on Nutella’s legacy as the nation’s favourite breakfast spread[1], the brand has expanded into new categories over the years, successfully moving into biscuits, bakery, and now the frozen aisle. Nutella Ice Cream Tubs feature tasty layers of Nutella on top and throughout, with delicate hazelnut-flavoured ice cream and Nutella swirls.
A Ferrero spokesperson said: “Early strong performances across Europe confirm the potential of Nutella Ice Cream here in the UK. When you consider that the tubs segment in the UK is the largest across Europe at a value of just above £300M[2], the potential for retailers operating in this market is incredibly exciting – particularly with the brand’s loyal fan base.”
In the UK, Nutella holds a whopping 98% brand awareness amongst adults[3], is number one in the sweet spreads and chocolate spreads categories[4], holds 21% household penetration[5] and has 30 million Facebook fans across the globe.
“What’s more, ‘New flavours’ and ‘Premium SKUs’ drove growth in Ice Cream this past year, so we’re confident the appetite is there from shoppers looking for quality NPD from brands they love. We entered the ice cream market with Ferrero Rocher Classic Ice Cream Sticks last year, which exceeded expectations as the number one Chocolate Ice Cream Snack value driver[6], and number one 2023 NPD in rate of sale[7].”
Nutella will be scooping in a significant £1.8m into its launch plan, spanning TV, social, out of home, PR and in-store shopper marketing – ensuring Nutella Ice Cream is truly unmissable.
Dani Hayward-Bradley, Regional Marketing Director, Ferrero UK & Ireland, said “We are thrilled to be adding to our range of ice creams with such a huge fan favourite. Our dedicated team of experts has spent years perfecting the recipe, inspired by our much-loved brand, Nutella. We know that fans will be eager to try the unique Nutella taste and melt-in-the-mouth creaminess of our ice cream and we’re happy that now we can give them a new and exciting way to experience the brand.”
Nutella Ice Cream tubs are rolling out now in Morrisons stores nationwide, so grab them while you can! And this launch is just the beginning, with a wider rollout planned across the UK later this year and into 2025.
[1] Nielsen data up to 21 June 2024
[2] Circana Luxury Dessert MAT data up to 13 July 2023
[3] Ferrero IPSOS BVC Full 2023. Ipsos BVC Dec 2022 – Mums of kids 3-14
[4] Nielsen MAT Value Sales to 01.06.23
[5] Kantar MAT to 12.05.23
[6] Unify Ice Cream Database split by main segments, Total Coverage MAT data up to Feb 2024
[7] Unify, Total Ferrero Ice Cream, Total coverage, Ferrero FY 22.23
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