Kinder has revealed its biggest launch of the year, Kinder Joy, in time to capitalise on the lucrative spring sales opportunity.

The limited edition plastic egg will be available from December and will feature a tab opening up into two halves – one half to discover layers of creamy milk and cocoa cream, and one half to reveal a fun toy, along with a spoon to enjoy each mouthful.

Kinder Joy will be added as a seasonal sub-brand to the existing Kinder portfolio, and will feature premium seasonal packaging that uses bright spring colours, creating stand out on-shelf and giving shoppers a new Kinder experience that taps into the novelty nature associated with Easter purchasing.

Levi Boorer, customer development director, Ferrero, comments: “Kinder Joy offers a potential £3.6m incremental sales opportunity for the confectionery category and 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. The amazing results in Ireland give us real confidence that Kinder Joy will be a huge success in the UK as the consumers have very similar purchasing habits.”

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