There Nutella he bets on the summer and for his sixtieth birthday he goes to ice cream tub. The group Ferrero put the spreadable cream that made it famous throughout the world in the freezer, transforming it into a hazelnut ice cream: the Nutella Ice Cream.
With this move, Ferrero aims to eat up the tub ice cream market, a delicacy worth 435 million euros in Italy. All things considered, this means almost a third of the ice cream sector in general, which last year saw its turnover grow by 8.5% to 1.45 billion.
The Alba multinational, which in 2019 had taken over Ice Cream Factory Comaker, Furthermore, it is already active in the packaged ice cream business with numerous products in cones or sticks, always combined with its best-known brands: from “Kinder Bueno” to “Ferrero Rocher”, from “Raffaello” to “Pocker Coffee”. Not to mention the ice lollies, such as the “Esthaté Ice”, created to offer refreshment from the summer heat.
Now the jump into the (ice cream) tub with Nutella Ice cream which will be produced in the group’s Iberian factories, near Valencia. Ferrero’s goal is to become the protagonist of the supermarket freezer counter and, therefore, of the freezer in Italians’ homes. Great ice cream tasters in tubs.
The president’s strategy Giovanni Ferrero remains the same: diversifying in terms of products and seasonality to give continuity to a business that would otherwise melt like chocolates in the summer. Products that in fact disappear from the counters of large-scale retail trade for a few months and then return with the resumption of the school year.
The official presentation of Nutella Ice Cream is underway this weekend in Naples. And it is easy to imagine that it will not be the last version of the spread made in Alba.
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A few years ago Ferrero launched snacks Nutella & Go hey Nutella Biscuits with which it challenged the giants of baked confectionery products. The Italian Mulino Bianco owned by Barilla responded with the spreadable cream Star Loafdistinguishing itself from the competition by not using palm oil.
We’ll see what the next move of the food bigs will be. In the hope that the autumnal climate that continues to rage, at least over the skies of northern Italy, will give way to sunny days.
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