Nutella is hoping to woo confectionery shoppers with a portable snack version of the ever-popular hazelnut spread.
Nutella & Go!, a pack containing mini breadsticks that can be dipped into a portion of Nutella, launches in August, and is aimed at teens and young adults. Ferrero expects it to capitalise on the growth of the snacking market and drive incremental sales for retailers.
Levi Boorer, Ferrero customer development director, said Ferrero frequently receives requests from consumers asking to bring the product to the UK after trialling it in other markets.
Target market: 12 to 35-year-olds
Where to stock: On the confectionery countline fixture
Nutella & Go! is already available in France, Germany and the US, and has become the number one-selling countline product in one leading US retailer after two years in the market. “It’s also worth noting that in the US, the core Nutella range has grown as a result of retailers also stocking Nutella & Go!,” said Boorer.
This month, the brand will build anticipation around the launch on Nutella’s Facebook page, and PoS will be available to retailers, including counter-top units.
A marketing campaign will follow in October with the strapline, ‘Dip into delicious Nutella, anytime, anywhere’.
Boorer added that key to making sure Nutella & Go! is successful for retailers is stocking it in the right place. “We recommend that it be sited within the single countlines fixture as our research shows this is where shoppers would expect to find it,” he said.