Ferrero Launches Nutella Biscuits In Italy

By Branislav Pekic
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Ferrero Launches Nutella Biscuits In Italy

Ferrero has introduced Nutella Biscuits to the Italian market, following on from its recent launch in France, reports suggest.

The product combines the crunchiness of shortbread biscuits with the taste and texture of Nutella, according to Ferrero.

It was first launched in April in France with plans to gradually market it throughout Europe.

Advanced Technology

The biscuits are manufactured in the Balvano plant near Potenza, where Ferrero has invested over €120 million in a state-of-the-art production line.

Ahead of the launch, a Casa Nutella was set up in Milan, running until 31 October, which enabled customers in Italy to taste and preview the biscuits.


Ferrero also deployed around 1,000 employees to more than 4,000 retail outlets in the country to enable customers to sample the product.

'Best-Selling' Biscuits

The CEO of Ferrero Italia, Alessandro d’Este, is confident that Nutella Biscuits will be one of the 'best-selling' biscuits in the Italian market.

The company expects sales worth €80 million in the first 12 months.

The Italian biscuit market is worth approximately €1.2 billion and Ferrero is targetting a 5% to 8% market share for Nutella Biscuits.


In France, the sales of Nutella Biscuits was three times higher than those of other first-time products in the market.

© 2019 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.

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