Treats to share

Ferrero is expanding its Kinder brand with the introduction of a new range of bite-sized chocolate confectionery suitable for sharing or on-the-go treating.

With two different sizes and three variants to choose from, the brand is aiming to cater for the growing in-home sharing occasion, as well as on-the-go treating. Available from January 2015, the range will include: Kinder Choco-Bons, Kinder Chocolate Mini and Kinder Chocolate with Cereals Mini.

All of the variants include individually wrapped bite-sized chocolates, with the larger sharing options featuring a convenient resealable tab. This format encourages responsible portion control and gives consumers the opportunity to enjoy the popular products in treat-sized amounts. The Kinder Choco-Bons combine the smooth creamy taste of Kinder Chocolate that consumers love, with a hint of hazelnut crunch, offering a unique flavour perfectly placed to be shared or eaten on-the-go.

Levi Boorer, customer development director, comments: “Kinder continues to bring incremental growth to the kids’ confectionery category and there is now an exciting opportunity for us to move into a new sector, attracting additional shoppers to the brand. This move marks an important new chapter for Kinder and forms an integral part of Ferrero’s future plans.”

Kicking off in January 2015, the launch will be supported with a heavyweight above the line campaign with a £1.3m TV ad featuring the tag line, ‘invented for kids, loved by everyone’. There will also be tailored in-store promotions and displays, shopper media and near store sampling.