Ferrero promises NPD:10 products in 10 years

Ferrero, the UK’s fourth-biggest confectionery manufacturer, will be launching at least 10 new products over the next decade in order to grow and consolidate its portfolio.

Ferrero sales director Jason Sutherland told Wholesale News at the company’s Spring briefing last week that although he could not yet reveal the nature of the forthcoming products, they would be “genuine NPDs, not just flavor variations.”

He added that the company would not launch new products until they had been thoroughly consumer tested and that Ferrero was completely certain that they would grow the market.

Sutherland also said that Ferrero was aiming to increase its above-the-line promotional spend next year, including £11m on TV advertising. Ferrero had doubled its spend on TV over the past three years: “At Christmas, Ferrero is second only to Coca-Cola in terms of media support,” he said.

At the same event, customer development director Levi Boorer unveiled the Ferrero Spring range, including: 100g Gold Rocher Bunny for Easter; the £4.49 Rocher Heart for Mother’s Day and Valentine’s Day; a £5.99 medium Easter egg; 5, 16 and 24 “trays” of Ferrero Rocher; and 16 and 24 trays of Ferrero Collection. All products will TV advertised.

Boorer also unveiled a range of Kinder Easter products, including the ever-popular Kinder Surprise single egg, which will be supported by its biggest-ever above-the-line promotional campaign.

  • For more on Ferrero’s Spring range, look out for the December issue of Wholesale News

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