Ferrero reveals latest Nutella ice cream tubs, as hazelnut spread brand marks 60th anniversary
A bold expansion of Ferrero UK’s portfolio has been unveiled in the form of Nutella ice cream tubs, as the key hazelnut spread that has gained a global following marks its 60th anniversary this year, writes Neill Barston.
According to the company, the brand holds 98% brand awareness amongst adults, and is number one in the sweet spreads and chocolate spreads categories, with innovative flavours and premium offerings continuing to drive category growth.
Notably, the major Ferrero brand will be making an appearance at this year’s World Confectionery Conference, forming part of the company’s presentation at this year’s event on 12 September, as the key spread marks six decades on international shelves. Registration for our annual event in Brussels is still open via the following link. This year’s keynote presentations from the likes of Cargill, Tony’s Chocolonely, European trade body Caobisco, Mintel and FMCG Gurus consumer insights.
The new 470ml tub, being made available across key retailers including an initial listing with Morrisons stores, is being backed by £1.8million into its launch plan, spanning TV, social, out of home, PR and in-store shopper marketing.
It is the latest in a line of product innovation for the brand, which has moved into an increasing range of market segments, including biscuits, bakery, and now the frozen aisle, with the product featuring layers of Nutella on top and throughout, with delicate hazelnut-flavoured ice cream.
A Ferrero spokesperson said: “Early strong performances across Europe confirm the potential of Nutella Ice Cream here in the UK. When you consider that the tubs segment in the UK is the largest across Europe at a value of just above £300M, the potential for retailers operating in this market is incredibly exciting – particularly with the brand’s loyal fan base.”
In the UK, Nutella holds a whopping 98% brand awareness amongst adults, is number one in the sweet spreads and chocolate spreads categories, holds 21% household penetration and has 30 million Facebook fans across the globe.
“What’s more, ‘New flavours’ and ‘Premium SKUs’ drove growth in Ice Cream this past year, so we’re confident the appetite is there from shoppers looking for quality NPD from brands they love. We entered the ice cream market with Ferrero Rocher Classic Ice Cream Sticks last year, which exceeded expectations as the number one Chocolate Ice Cream Snack value driver, and number one 2023 NPD in rate of sale.”
Dani Hayward-Bradley, Regional Marketing Director, Ferrero UK & Ireland, commented: “We are thrilled to be adding to our range of ice creams with such a huge fan favourite. Our dedicated team of experts has spent years perfecting the recipe, inspired by our much-loved brand, Nutella. We know that fans will be eager to try the unique Nutella taste and melt-in-the-mouth creaminess of our ice cream and we’re happy that now we can give them a new and exciting way to experience the brand.”
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