Independents will benefit from a double boost to their confectionery sales this month courtesy of an exclusive chocolate bar and an on-pack promotion being launched by Ferrero.
The manufacturer has revealed its latest limited edition launch, Kinder Bueno Dark, will only be sold in impulse stores while stocks last.
The product, a dark chocolate variant of Ferrero’s Bueno bar, is being supported with a robust range of PoS material.
Levi Boorer, customer development director at Ferrero, said: “Limited editions are really effective in attracting new shoppers to the brand and also to the chocolate category.
“As 23% of consumers actually favour dark chocolate above milk and white, we wanted to offer them a chance to enjoy our brand with their preferred choice of chocolate.”
At the same time, Ferrero is also giving shoppers the chance to claim £5 off products from cosmetics brand Nails Inc when they buy packs of Kinder Bueno.
“Limited editions are really effective in attracting new shoppers to the brand and also to the chocolate category”
The promotion, aimed at 25- to 34-year-old women, will allow consumers to redeem promotional Bueno wrappers at Nails Inc salons, or by entering a code online. In addition, a total of 5,000 limited edition nail polishes, in ‘Bueno Orange’ and ‘Bueno Mink’ colours, will be up for grabs.
Mr Boorer added: “Our ongoing tie-up with Nails Inc has been incredibly effective in appealing to our target audience so far and we look forward to this latest phase in the partnership.”
Meanwhile, Ferrero is supporting Nutella with £1.4m campaign to grow sales of the hazelnut spread in the build up to Pancake Day.
TV, digital, social media and outdoor ads launch this month under the strapline ‘Pancakes love Nutella’, and will run up until the seasonal event on 17 February.