Ferrero NPD urges retailers to B-ready for extra countline sales

Ferrero’s Nutella brand is entering the countlines category with Nutella B-ready. The new product has already performed well in France and Italy –
where it was named Product of the Year in 2016 – and is set to tap into the mid-morning snack market in the UK.

A £2.8 million multimedia campaign is supporting the launch and includes
TV, video on demand, out-of-home advertising, and social and in-store media. There is also accompanying PoS materials for retailers to order from Ferrero’s trade website www.yourperfectstore.com.

The bar (rsp 56p) contains less than 120 calories and comprises a wafer shell, Nutella filling and puffed wheat crispies. “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,” says Ferrero’s
customer development director Levi Boorer.

This new offering should further strengthen the Nutella brand, which is worth £50.8 million and has grown at 55.8% in the past four years (Nielsen).

“Nutella B-ready is a complementary addition to the Ferrero range, offering shoppers more sweet snacking solutions during the day,” adds Boorer.