Nutella is moving into the biscuits category for the first time in the UK, following a trial period.
Available now as a single serve or multipack of six, Nutella B-Ready features a light, crunchy wafer shell, creamy Nutella filling and puffed wheat crispies in an individually wrapped bar.
Levi Boorer, customer development director, commented: “Nutella B-ready is a complementary addition to the Ferrero range, offering shoppers more ‘sweet snacking’ solutions throughout the day. We see B-ready as the ideal mid-morning snack, containing fewer than 120 calories, while other products – like Kinder Bueno – are much more suited to post lunch snacking.
“Our initial UK trial has proved incredibly successful. We ranged at the till in a selection of convenience stores and Nutella B-ready ranked as the fourth best performing sweet snacking line during the period. We also found that merchandising the single serve product separately to the multipack drove incremental sales. We’d recommend that the single serve features alongside popular confectionery lines like Kinder Bueno and the multipack format within the biscuits aisle.”
The launch will be supported by a £2.8m multimedia campaign spanning TV, video-on-demand, out of home advertising, social and in-store media, kicking off from September. A full suite of POS solutions will be made available for retailers to order from Ferrero’s dedicated trade website.