ng nutella & Go! in the UK market this August following success in the USA, France and Germany.Targeted at teens and young adults, nutella & Go! is a portable pack containing hazelnut and cocoa spread on one side and little breadsticks for dipping on the other, suited for a range of snacking occasions.
In the USA, the product has realised its potential; in a leading retailer it is the no.1 selling countline product, outselling its nearest competitor by +63%.
nutella is a firm favourite in the spreads category, having recently become the number one brand in the UK by volume sales and passing £40m in sales value.
Levi Boorer, customer development director, Ferrero said:
“Offering a new and interesting way to enjoy nutella – providing excitement, great taste and fun on-the-go, nutella & Go! is set to drive incremental sales and category growth, recreating the success it has already enjoyed in other markets.
“We recommend that nutella & GO! be sited within the single countlines fixture as our research has found that this is where shoppers would expect to find it.
“We are confident that nutella & Go! will be a strong addition to our portfolio of leading and universally loved brands.
“84% of teens and 72% of young adults have already found the concept appealing, and Ferrero UK frequently receives requests from consumers and fans to bring the product to the UK after trialling it in other markets.
“Its launch will reinforce Ferrero’s commitment to introducing new and innovative products that are clearly already in demand, unlocking a significant incremental sales opportunity for retailers.
“It’s also worth noting that in the USA, the core nutella range has grown as a result of retailers also stocking nutella & Go!”
In July, the brand will be building anticipation around the launch on nutella’s Facebook page, creating excitement amongst its core consumers.
nutella & Go! will be available from August with an RRP of 84p and will be supported with bold display solutions.
A heavyweight shopper marketing campaign will follow, rolling out from October with the strapline ‘Dip into delicious nutella, anytime, anywhere.’
This will educate shoppers about the new way to enjoy nutella, as well as encouraging awareness and trial.
