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Ferrero enters UK biscuit category with Nutella B-Ready

Ferrero’s Nutella chocolate spread brand is moving into the biscuits category for the first time in the UK with the launch of Nutella B-Ready.

The product, which is aimed at those looking for a mid-morning snack, contains less than 120 calories and has already seen strong success in Italy and France.

Available as a single serve (£0.56) or multipack of six (£1.99), Nutella B-Ready features a light, crunchy wafer shell, Nutella filling and puffed wheat crispies in an individually wrapped bar.

Levi Boorer, customer development director, says, “Nutella B-ready is a complementary addition to the Ferrero range, offering shoppers more ‘sweet snacking’ solutions throughout the day.”

He adds, “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 multipack drove incremental sales.”

The launch will be supported by a £2.8 million multimedia campaign spanning TV, video on demand, out of home advertising, social and instore media, starting in September. A full suite of POS solutions will be made available for retailers to order from Ferrero’s trade website.

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