Ferrero has announced its 2021 spring confectionery line-up, with a range of new launches and a £5.8m campaign under its main brands, including Kinder, Thorntons and Ferrero Rocher.

The spring confectionery range focuses on the importance of stocking a core range, alongside seasonal products to help retailers drive sales throughout the entire season.

Ferrero updates its Kinder Chocolate packaging

Levi Boorer, customer development director at Ferrero, said: “While upcoming spring occasions, like Valentines Day and Easter, may be enjoyed in smaller groups depending on any Government restrictions, people will likely be eager to make the events even more special and turn to more premium brands.

“Although there has been physical distance this year, gifts have remained key, with shoppers happy to spend extra to treat loved ones and themselves. Rocher and Collection are performing ahead of the category, with the former growing in value by 2.6%. Our aim will be to ensure our trusted brands and products help retailers provide exactly what shoppers are looking for as we approach Valentine’s Day, Mother’s Day and Easter.”

We’ve summarised everything you need to know about the supplier’s plans.


Starting with Kinder, new to Easter 2021 is new characters featuring on the brand’s Kinder Surprise 100g.

Marvel heroes, Black Panther, Thor, Spiderman and Captain Marvel will be available on-pack, alongside a range of Disney Princesses.

The mixed cases will contain Marvel and Disney Princess toys to enable retailers to appeal to more shoppers. Rapunzel, Belle and Ariel along with others will be available in the eggs.

Meanwhile, the larger Kinder Surprise 220g eggs will receive a Minions redesign to celebrate the launch of Minions 2: The Rise of Gru. The supplier said the 220g formats grew by 47% during Easter 2020.

What shoppers want from premium chocolate

Thorntons Unicorn and Dinosaur egg returns in a 151g format to help replicate the success of its popular kids’ range.

According to the supplier, Thorntons grew by 6% in spring 2020, prior to the first lockdown in March, and was the only confectionery brand in the top seven to grow in value by 6.3% and grow in volume by 21.2% in that initial period.

The final addition to Ferrero’s Easter 2021 range is the return of Ferrero Hazelnut and Cocoa eggs, which had double-digit growth during spring, growing by 29% and 24% respectively.

Ferrero Rocher Golden Easter Egg and Ferrero Collection Milk Egg will receive a makeover for 2021 to provide greater stand out on shelf. The Ferrero Rocher range will be supporters across multiple channels throughout spring.

Valentine’s Day and Mother’s Day

Thortons Classic gift-wrapped ‘With love’ packs will undergo a refresh with a more premium design to encourage new shoppers to the brand.

Thorntons Classic was the fastest growing boxed chocolate brand at Valentine’s Day and Mother’s Day, according to the manufacturer. Ferrero Rocher T16 grew in value by 24%, with Ferrero Collection increasing in value by 15%.

How independent retailers can perfect their premium chocolate range

Boorer continues: “Confectionery, despite the times, is resilient and still one of the few categories where shoppers are willing to spend money on products they love, especially at key seasonal trading spikes, such as those throughout spring.”

Ferrero’s 2021 spring range

  • Thorntons Classic 262g
  • Thorntons With Love Classic 150g
  • Thorntons Continental 142g
  • Thorntons Dinosaur Egg 151g
  • Thorntons Unicorn Egg 151g
  • Thorntons Classic Egg 204g
  • Thorntons Bunny Self-Treat 29g
  • Ferrero Rocher T16 200g (RRP £5.76)
  • Ferrero Rocher T24 300g (RRP £9.40)
  • Collection T15 172g (RRP £6.31)
  • Ferrero Eggs Hazelnut 100g (RRP £3.17)
  • Ferrero Eggs Cacao 100g (£3.17)
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