Kinder Surprise, worth £62 million, is continuing to make headway in the Kids Confectionery category with its latest launch across its Surprise eggs – featuring Hello Kitty and Hot Wheels toys, under Sanrio Ltd and Mattel licenses.

Rolling out from September and accessible in all channels, the Kinder Surprise eggs aim to capitalise on the world famous Hello Kitty character and global powerhouse, Hot Wheels. The burst will receive heavyweight £1.5m media support across UK and Ireland, including TV, digital and in-store activation, reaching over 12.5 million people.

Levi Boorer, Customer Development Director at Ferrero UK and Ireland comments: “Selling over one hundred and thirty million eggs each year, Kinder Surprise continues to be a firm favourite amongst parents to treat their children and spark their imaginations due to its imaginative toys, delicious chocolate egg and small portion size. No wonder it’s becoming the No 1 confectionery line in the UK.

“We have once again developed vibrant POS that will be available on our trade website ( to enable retailers to drive visibility in-store and capitalise on the impulsive nature of confectionery purchases.”

The new Kinder Surprise eggs will carry an RRP of £0.92p (20g).

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