Ferrero at 50
This year, Italian chocolate giant Ferrero is celebrating its 50th birthday in the UK and Ireland and its 70th birthday globally.
To commemorate this golden milestone, the brand hosted a trade media event in London on Friday. As well as getting all of the journalists involved in a ‘Nutella Bake Off’ and a ‘Thorntons Masterclass’, Ferrero updated us on its future vision for its namesake, Thorntons, Tic Tac and Nutella brands.
This included the launch of its Boxed Chocolates category strategy, which focuses on consumers’ sharing and gifting experiences.
“With our new Boxed Chocolates strategy, the Ferrero Pralines and Thorntons Boxed Chocolates ranges will be clearly positioned in line with two key shopper missions – to give to share and to give to gift,” explained customer development director Levi Boorer.
“Ferrero Pralines are perfect for special sharing moments – a message that will be amplified as we approach the Christmas season with sampling activity and standalone television advertising. Thorntons Boxed Chocolates will be positioned for gifting occasions, with 4.4 million households purchasing at least one box of the classic collection every year.”
The company also announced the opening of its Shopper Experience Centre – a multi-room collaboration environment with sophisticated technology based in Ferrero’s UK headquarters in Greenford Park.
Boorer adds, “The aim of the Shopper Experience Centre is to assist retail partners with unlocking the perfect store to cater for their specific shopper needs. We know a ‘one size fits all’ approach doesn’t cut it with retailers and the early feedback on the centre affirms we are able to deliver tailored insights and breakthrough technology to help grow their businesses.”
Ferrero also announced the rebranding of its Tic Tac range, which includes two new product developments: Mint Rush and Winter Warmer editions, as well as its £4.9m investment to promote the relaunch of Thorntons.
With the addition of Thorntons, Ferrero now enjoys a 7% share of the UK confectionery market and its Boxed Chocolate portfolio represents a 30% share at Christmas, according to Neilson data.
