Ferrero is taking Nutella into the confectionery category with the launch of Nutella & Go in August.
It is targeted at teens and young adults, and comprises a portable pack containing hazelnut and cocoa spread on one side and breadsticks for dipping on the other.
“Offering a new and interesting way to enjoy Nutella – providing excitement, great taste and fun on-the-go – Nutella & Go is set to drive incremental sales and category growth, recreating the success it has already enjoyed in other markets,” comments Levi Boorer, customer development director, Ferrero.
“We recommend that Nutella & Go should be sited within the single countlines fixture as our research has found that this is where shoppers would expect to find it.
“We are confident that Nutella & Go will be a strong addition to our portfolio of leading and universally loved brands. Eighty four per cent of teens and 72% of young adults have already found the concept appealing, and Ferrero UK frequently receives requests from consumers and fans to bring the product to the UK after trialling it in other markets.
“Its launch will reinforce Ferrero’s commitment to introducing new and innovative products that are clearly already in demand, unlocking a significant incremental sales opportunity for retailers. It’s also worth noting that in the US, the core Nutella range has grown as a result of retailers also stocking Nutella & Go.”
Nutella & Go will be available from August with an RRP of 84p, and a shopper marketing campaign will follow, rolling out from October with the strapline ‘Dip into delicious Nutella, anytime, anywhere’.