Ferrero is launching Nutella & GO! in the UK market this August following what the company called “huge success” in the USA, France and Germany. Targeted at teens and young adults, Nutella & Go! is a portable pack containing Nutella spread on one side and breadsticks for dipping on the othe
In July, the brand will be building anticipation around the launch on Nutella’s Facebook page, creating excitement amongst its core consumers. Nutella & Go! will be available from August with an rrp of 84p and will be supported with bold display solutions. A heavyweight shopper marketing campaign will follow, rolling out from October with the strapline ‘Dip into delicious Nutella, anytime, anywhere.’ This will educate shoppers about the new way to enjoy Nutella, as well as encouraging awareness and trial.
Levi Boorer, Customer Development Director, Ferrero, said: “We are confident that nutella & GO! will be a strong addition to our portfolio of leading and universally loved brands. 84% of teens and 72% of young adults have already found the concept appealing.
Boorer said that retailers should stock Nutella & Go! within the single countlines fixture as our research has found that this is where shoppers would expect to find it.