Ferrero: Offers stress-free breakfast

BREAKFAST WITH A BIT EXTRA

DETAILS Ferrero UK Ltd 889 Greenford Road Greenford UB6 0HE UK

KEY CONTACTS Jason Sutherland Sales Director Levi Boorer Customer Development Director

KEY BRANDS Nutella Breakfast is one of the fastestgrowing areas of the food market, which is rapidly evolving both inside and outside the home. Regardless of where a consumer has their breakfast, a significant part of the demand for breakfast items is driven by convenience. For those taking their breakfast outside of the home, either on the go or at work, they need products that are either easily transportable or can be stored at a workplace. Those preparing the meal at home, particularly families, are more concerned with the speed and ease with which the meal can be prepared. Busy family mornings require quick solutions that parents can be confident are setting the family up for the day properly, while also looking for versatile ingredients to add a layer of excitement to their breakfast.

Within both elements, the strength of well-loved brands, such as Nutella, continues to drive growth in the category. Nutella and stress-free mornings go hand in hand, helping shoppers to enhance their breakfast experience while giving them a quick, convenient solution too.

A recommended portion of 15g (a standard teaspoon) is highlighted on every jar of Nutella, which can be added to dishes including toast, pancakes, waffles, crumpets and porridge to transform the dish and give the breakfast an extra flavour.

❝Nutella and stress-free mornings go hand in hand ❞

KEY OCCASIONS Even though demand for breakfast products remains high all year round, there are certain times of year where consumers place greater focus on the meal, presenting an opportunity for brands to capitalise. Popular, family-orientated occasions, such as Easter and Christmas, often prompt people to spend more on breakfast items as they seek to make the event more special and treat themselves. Beyond that, less high-profile times of year, including school morning breakfasts, create a natural focus on breakfast. Currently worth over £68m (Nutella Powerbrand), Nutella remains the cat egory leader within this sector and is well-placed to drive growth around these key occasions. For example with school mornings, where families need to estab lish a new morning routine, they look for recognised products they know and trust, which enable them to give their breakfast a lift without being time consuming to prepare. Levi Boorer, customer develop ment director at Ferrero, says: “Nutella is a firm family favourite, particularly at breakfast time. There are a handful of occasions during the year when the appeal of the range is at its highest, and we are keen to support our retailers in maximising each of those opportunities. Regardless of the occasion, our activity always seeks to remind consumers that Nutella and stress-free mornings go hand in hand, while still offering them excel lent taste and versatility to suit a wide range of breakfast options and give their meal a little extra.”  n