Ferrero has launched a new Nutella product called B-ready, as it moves into the biscuits category for the first time in the UK.
The biscuits feature Nutella topped with puffed wheat crispies, sealed in a crispy wafer shell and will be supported by a £2.8 million multimedia launch campaign spanning TV, video-on-demand, out of home advertising, social and in-store media.
Levi Boorer, customer development director at Ferrero, said: “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 multi-pack drove incremental sales. We would recommend that the single serve features alongside popular confectionery lines like Kinder Bueno and the multipack format within the biscuits aisle.”
Nutella B-ready retails at 56p for a single bar and £1.99 for a pack of six.
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