Box clever over confectionery

Premium chocs can boost sales, says Ferrero

Ferrero Rocher and Thorntons Pearls.
Retailers can capitalise on trading up with Ferrero Rocher and Thorntons Pearls.

PREMIUM boxed confectionery is key to driving sales for retailers, says Ferrero.

But it’s also vital that the right pack formats are offered in-store, argues the firm’s Jason Sutherland.

The UK & Ireland sales director said: “For example, Ferrero Rocher 300g and Thorntons Classic 262g are ideal offerings that make it easier for customers to trade up to these premium brands and support retailers in driving bigger basket sales.

“We also expanded our boxed chocolate range in August 2021 with the launch of Thorntons Pearls in two deliciously premium flavours – Hazelnut Delight and Salted Caramel Sensation.

“Developed using Thorntons expertise in caramel and Ferrero expertise in hazelnut, the two flavours – with a fine chocolate shell and delicious centre of taste and texture – are well placed to give consumers a quality sharing chocolate experience.”

Ferrero’s diverse portfolio contains a wide range of options that cover different occasions, including a Ferrero Rocher 90g tablet bar in white, milk or dark chocolate that tempts shoppers to trade up from more traditional rivals.

The company has recently relaunched its Your Perfect Store website, providing retailers with resources to help get the most out of products and in-store merchandising.

Retailers can order branded POS units and displays to help market products clearly that can be placed alongside complementary products such as wine or gift cards.

Sutherland said: “This will ensure that shoppers don’t forget to add confectionery to their basket, and allow them to cover a full celebratory or gifting solution in one trip.”

Another tip is to stock confectionery next to newspapers/magazines fixture or within a food-to-go section.