Ferrero Consolidates Position In Biscuit Segment With Kinder Kinderini

By: Trademagazin editor Date: 2023. 10. 11. 10:00

Nutella maker Ferrero has launched a new breakfast biscuit, Kinder Kinderini, in Italy, and the company plans to roll out the product in other European markets in due course.

Ferrero has invested over €50 million in a new production line for Kinder Kinderini in Balvano, near Potenza, Italy.

The production line is spread over two floors and measures approximately one kilometre.

Kinder Kinderini

Kinder Kinderini biscuits are made of overlapping layers of milk and cocoa dough. The biscuits are designed to feature playful facial expressions, with the possibility of creating over 15 million combinations.

It takes about 100 minutes to manufacture one Kinderini biscuit, Ferrero said. To create different expressions with maximum precision and pass rigorous quality controls, several sophisticated ‘smart’ vision systems have been installed.

Alessandro d’Este, president and CEO of Ferrero Commerciale Italia, said that he was “confident” that consumption of the new Kinderini biscuit will exceed 300 million units in its first year, adding that Ferrero is one of the few companies that is still growing in volume, despite inflation.

Breakfast Market In Italy

Ferrero’s Kinderini is entering Italy’s competitive breakfast market, in which biscuits account for 27.6% of value sales, followed by snacks (22%) and dried fruit (17%). Italians typically consume biscuits (95%), spreads (88%), and snacks (86%) for breakfast.

Ferrero’s Nutella biscuits previously proved to be a major success in this segment, and the company is confident that Kinderini will follow suit.

Ferrero is now the second-largest producer of sweet biscuits in the world and continues to invest and grow its presence in the global market.

ESM