- Key products from Kinder Chocolate, the fastest-growing brand in kids confectionery, have been updated to appeal to new shoppers
- Packaging design updates across Happy Hippo biscuits will also give a more modern look and clear differentiation in store
- Investment worth £2.5m will support the updates, driving awareness through the Kinder ‘A little, A lot.’ brand campaign
Ferrero is rolling out a number of updates across its Kinder Chocolate range, in order to better differentiate the products and appeal to new shoppers. Already one of the leading kids chocolate brands in the UK[1] with exceptionally strong brand affinity within the target audience[2], the updates across medium bars of Kinder Chocolate and Kinder Happy Hippo biscuits give the products a more modern look to give greater visibility in store.
Levi Boorer, Customer Development Director at Ferrero, said: “We have seen some strong growth for Kinder Chocolate in line with our marketing campaign launch last year. Shoppers love the brand and have responded very well to the activity. Now is therefore the right time to update the look and feel of the popular range, helping retailers to reach more shoppers through a popular range, with each product clearly appealing to a different audience.”
The small bars of Kinder Chocolate are the fastest-growing product within the top all-year-round kids chocolate brands, having grown +15% in value year-on-year1. Furthermore, penetration of Kinder Chocolate has increased by +5pp in households with children in over that period[3]. With a strong repeat purchase rate of 47.7% – up +6% YOY – and to be supported over the next 12 months by the Kinder ‘A little, A lot’ marketing campaign, Kinder Chocolate represents an attractive opportunity to retailers looking to extend the appeal of their confectionery range with families of all ages.
Multipacks of Kinder Chocolate medium bars are being given a cleaner pack design for a more distinctive appearance in store, while aligning it more closely with the target audience of families with older children (age 6 and above). Similar updates are being introduced across multipacks and single packs of Kinder Happy Hippo biscuits, bringing greater differentiation between the hazelnut and cocoa variants. The new designs make it easier for the shopper to identify the flavours in store, and better protect the individual biscuits to consistently deliver a high-quality product.
In line with the updated Kinder Chocolate and Happy Hippo products reaching stores, Ferrero is bringing back its popular Kinder brand campaign titled “A little, A lot.” Running across multiple channels including TV, the brand campaign worth £2.5m showcases how it is often the little moments of joy that can mean a lot to families. The campaign initially launched in September 2019, and the awareness and positive sentiment towards the Kinder brand as a result of the activity is a key reason for the continued growth of Kinder Chocolate.
There are no updates to product codes or availability. The new packs designs will start to rollout to retailers in September 2020.
[1] Nielsen, sell-out data, kids’ confectionery YTD Sept-June‘20, KC core bars_Total Coverage
[2] Millward Brown Wave 1 October 19 – Kinder has 75% brand affinity
[3] Kantar MAT weeks to 14/06/20 Core bars
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