Spread giant heads for countline shelf


NUTELLA & Go, a snackpack based on the popular chocolate and hazelnut spread, is coming to the UK next month. It is already doing well in the USA, France and Germany.

Targeted at teens and young adults looking for a sweet treat to eat on the go, it’s a portable pack with the familiar spread on one side and breadsticks on the other.
Brand owner Ferrero says that in one leading retailer in the USA it is the top-selling countline, outselling its nearest competitor by 63%. US sales of the core Nutella range have also risen.
Levi Boorer, customer development director at Ferrero, said: “We recommend that Nutella & Go be sited within the single countlines fixture. Our research has found that this is where shoppers expect to find it.”
The company plans to use social media this month to build anticipation for the launch in August. That will be followed in October by a full consumer advertising campaign with the tagline “Dip into delicious Nutella, anytime, anywhere.”
RRP is 84p.