Nutella gains major ‘on-the-go’ extension with multigrain snack series

Ferrero has confirmed confirmed a key range extension to its portfolio with the arrival of Nutella & GO! Multigrain snack series for its US market, writes Neill Barston.

As the company explained, the product series has been developed amid recent rises within the on-the-go product market, which after a period of falling sales for the overall category amid the pandemic, are now experiencing a revival as covid restrictions have been lifted in many areas, prompting greater levels of commuting and community gatherings.

The latest series features Nutella on one side, and multigrain sticks with oat and blueberries on the other, offering a fun way to snack, joining a wider existing line-up including breadsticks and pretzels, which are being made available in limited-edition packaging for Halloween.

According to the company, the new series is targeting a range of social occasions, from classic road trips, through to aiming at the back-to-school snacks market. Its development follows an 2020 IRI Snacking Survey that found  54% of consumers look for snacks that can be eaten in the car or on-the-go.

Todd Midura, Vice President, Marketing, Nutella North America at Ferrero, welcomed the range extension. He said: “As the leading driver of growth in the spreads category, it’s important to bring consumers new and exciting ways to enjoy Nutella.. “Nutella & GO! has become a special part of so many family routines since launching in 2012, and we are thrilled to introduce a new twist on this favourite.”

Nutella & GO! Multigrain is available in multipacks nationwide in-stores, and online at major retailers.

Its creation comes amid a key period of activity for the business, with Ferrero reviving its 31 Days of Halloween campaign for the key ‘spooky season.’ This has  seen the company deliver its 31 Days of Halloween Countdown Calendar to help families celebrate the season, while raising money for children’s hospitals.


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