New hires and greater investments in sight for the Ferrero group thanks to the success of its Nutella Biscuits with a creamy heart, which one year after its launch on the market, after having sold like hot cakes on all supermarket shelves, has exceeded one billion biscuits sold in Italy.
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The success
A successful product that went beyond expectations: Ferrero had in fact estimated to reach 25 million packs sold but has almost doubled them to over 47 million. Our most sincere thanks go to our consumers and our commercial partners, because only thanks to them it was possible to achieve such a great success, which went beyond our already ambitious expectations – commented the result Alessandro d’Este, president and CEO of Ferrero Sales Italy—. And our apologies always go to them, if this overwhelming success has exceeded our sales estimates, causing in the first months after launch the discomfort of an empty or stormed shelf or the disappointment of not being able to buy a packaging of Nutella Biscuits. The success has stimulated the group to new creations and as early as 2021 they will launch a new format, a practical tube packaging to taste the product where the consumer prefers – added the CEO – to satisfy the demand that is confirmed at constantly high levels.
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The assumptions
Riding the wave of success, Ferrero approved an investment of 80 million euros for the construction of a new production line, always in the Italian plant in Balvano (where 450 work. And the inhabitants of that town, Balvano in the province of Potenza, are 1,800.) which will join the newly built one and allow to double the production capacity, to cover both internal demand and serve new markets. not covered. Good news also for the recruitment in Basilicata that the group is ready to make for an additional contribution to over 230 people overall in the production of Nutella Biscuits on both lines. The launch of Nutella Biscuits on the Italian market to be considered the most important in the history of consumer goods in Italy since we have the data -. said Angelo Massaro, general manager of Iri. One year after its launch on the market, Nutella Biscuits made over 141 million euros in sell out, from launch to 25 October 2020, with a share of approximately 8.5% of the biscuit market. Considering that the biscuit market in Italy grew by 13%, or € 185 million in absolute value, it is evident that the growth is driven by over 75% by Nutella Biscuits
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