Kinder to bring more Joy this Easter

Ferrero has unveiled its Easter line-up for 2016, with Kinder Joy – a new limited-edition plastic egg – set to join the range for the first time.

The new concept, which represents the brand’s biggest launch of the year, will debut as a seasonal sub-brand to the existing Kinder portfolio, which is currently worth £98 million (Nielsen).

Available from December, the new premium line taps into the novelty nature associated with Easter purchasing and incorporates a tab which splits the egg into two halves. One section contains layers of creamy milk and cocoa cream, while the other features a miniature spoon and a fun toy.

Levi Boorer, customer development director at Ferrero, comments: “Kinder Joy offers a potential £3.6 million incremental sales opportunity for the confectionery category (Dunnhumby). As you would expect with our biggest launch of the year, we will be supporting with a heavyweight marketing campaign designed to capture the imagination of mums.

“We anticipate that this launch will replicate the success of Kinder Joy in Ireland, where 40% of buyers were completely new to Kinder Surprise and 8% were incremental to the entire Easter confectionery category (Dunnhumby).”

Wholesalers are advised to position Kinder Joy 20g (rsp 99p) alongside existing Easter Kinder SKUs in the seasonal aisle. Other ‘must-stock’ lines include Kinder Mini Eggs 35g, Kinder Choco-Bons 200g, Kinder Mini Eggs 75g, Kinder Chocolate T12, Kinder Mini Figures 15g x 6, Kinder Mini Figures 15g x 3, Kinder Surprise Bunny 75g, and Kinder Surprise Pink & Blue 100g.

Tel: Ferrero (01923) 690300