Ferrero is helping wholesalers and their retail customers to ramp up Easter sales with exciting innovation and outstanding displays available exclusively to wholesale, writes Elit Rowland
Easter can be a difficult time for independent retailers, particularly when multiple retailers turn up the pro–motional heat. But Ferrero is helping independents to take on the challenge with its new range of Kinder Surprise Pink and Blue, which contain Marvel and Disney Princesses toys. Following the huge success of the launch of Pink and Blue last year, Kinder Surprise has seen growth far exceed expectations at a phenomenal 60%.
The campaign is going down a storm at Bestway’s Park Royal depot, where Mumtaz Ali, senior category manager for impulse, says he needs all the help he can get to take on the supermarkets: “Easter and Christmas used to be huge for us, but unfortunately that business has been taken over by the multiples. The support we get from Ferrero is helping us to compete by offering our retailers added value.”
Ferrero’s bespoke solution is just what the business needs to attract more customers during Easter and beyond. Wholesale controller at Ferrero Mark Hamlin, says: “We are further supporting wholesalers by offering a reduced case size, down from 72 to 48, so that there’s a low cash-outlay for the retailer. It also means the case can be used as a counter-display.”
Creating in-store theatre is a great way to engage customers in-depot and Ferrero has developed pre-filled shipper displays that are creating a high visual-impact to support the launch in-depot. For Ali and his customers the POS has been a huge success: “It’s the first thing people see when they enter the depot – it really is a fantastic display. Ferrero sets the example for other suppliers.”
Keeping product ranges new and vibrant is key. For Bestway, innovation can deliver as much as 15-20% of sales in the confectionery category. Levi Boorer, customer development director at Ferrero recommends that wholesalers stock up on successful brands that invest in above-the-line advertising to drive shoppers into stores all year round: “Getting caught up in seasonal lines can be high risk – we recommend taking advantage of our bespoke solutions that will help wholesalers and retailers to grow the chocolate confectionery category throughout the year.”
