Ferrero Rocher introduces new luxury chocolate tablet bars

Ferrero Rocher has launched a trio of new luxury chocolate tablet bars, bringing its iconic taste and premium credentials to the UK chocolate tablets segment for the first time.

Rolling out from 9 August, Ferrero Rocher chocolate tablet bars will be available in all major grocery retailers, followed by the convenience channel in October.

The 90g tablet (RRP:£2.00) comes in three varieties to choose from: white chocolate, milk chocolate and dark chocolate.

“We are extremely excited by this global brand launch. Ferrero Rocher chocolate tablet bars will bring our credentials as a premium chocolate brand to a traditional category and provide a great experience for shoppers,” Levi Boorer, customer development director at Ferrero UK & Ireland, commented.

“By entering thissegment, we can support retailers in meeting additional occasions.This format allows consumersto enjoy the taste of Ferrero Rocher in a new way – it is perfect for sharing or as a treat. We know that shoppers are emotionally engaged within the confectionery category as the brands help them share special moments with loved ones. This means they are willing to spend more on the products they love in order to treat themselves and others, so it’s important that retailers have a range of well-known brands that meet this demand, whilst helping to increase basket spend.”

The latest additions to the Ferrero Rocher range coincides with strong growth of 26 per cent in its boxed portfolio. In terms of occasions, particularly as the ‘big night in’ occasion continues to thrive, and with the festive season also on the horizon, it is the ideal time for retailers to offer their shoppers something new, the brand said. The chocolate tablets segment is in both value (+7.7%) and volume (+7.3%) growth, with premium players driving a significant proportion of this growth.

The launch will be supported by a £2.55 million campaign, including TV and in-store theatre to drive maximum awareness and create demand among shoppers.

The new TV advert focuses on the ‘surprising pleasure’ of Ferrero Rocher in a chocolate tablet bar format and explores the look, feel and taste to reinforce its luxury credentials, which will help to bring the range front of mind for shoppers.