Barilla To Challenge Nutella With New Hazelnut Spread
Barilla has announced the launch of 'Pan di Stelle' chocolate and hazelnut spread, from January 2019.
The new brand is likely to go head to head with Nutella in the Italian market, and is based on the popular Pan di Stelle bakery brand, which has been available since 1983.
The new product contains all the familiar ingredients of Pan di Stelle biscuits, 100% Italian hazelnuts and cocoa purchased in line with the responsibility initiatives implemented by the Cocoa Horizons Foundation.
Among the programmes rolled out by the Foundation is the construction of a well for drinking water and other future projects to support the local community in the Ivory Coast, such as the construction of a school.
Furthermore, attention has been paid to the nutritional profile of the new SKU, specifically to the content of sugar and saturated fats. Significantly, the product will not include palm oil in the recipe, in line with all the Barilla products on the market today.
The Pan di Stelle spread will be sold in a glass jar of 330 grams with a transparent label, which is also completely recyclable.
Ferrero currently holds 53% of the Italian confectionery spread market with Nutella, with the Italian brand recently entering the biscuit segment, which traditionally has been dominated by Barilla.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine