Although Nutella is a controversial brand due to its use of palm oil, it made a success in 2016 with its B-ready innovation and is back in the spotlight with Nutella biscuits in 2019. The Nutella brand is losing market share in the spreadable dough but is not slacking off on its innovations.
The biscuit performs:
Jean Baptiste Santoul, CEO of Ferrero France, explains: "When we arrived, the biscuit was a category in pain that was devalued. Today, it's back in the green again!"The Nutella biscuit is a small round biscuit filled with chocolate and sold in packs of 22 biscuits to encourage sharing. The launch of this brand was a great success.
The distributors of our cookies played the game well, as we reached 95 DV points in less than four weeks. »
A brand image that goes against current trends, but holds up!
Nutella wants to be a very gourmet brand. It is therefore not in line with the current trend towards healthy snacking. However, it is working on the CSR aspect: it communicates that its palm oil is sustainable and traceable and that it represents only 0.1% of the world's palm oil consumption.
The brand positioning strategy:
Nutella's target is clearly children. His slogan confirms it: "It takes energy to be a child!". But Nutella doesn't forget that the shoppers are the mothers. This is why it promotes a healthy breakfast while the Nutella recipe is fat at the base. To do this, she surrounds the Nutella jar with fruit, orange juice, milk, and wholemeal bread. Nutella makes strong communication campaigns. The group to which it belongs, Ferrero, is the 3rd largest food investor in terms of advertising in France. We have also seen in some advertising spots that Nutella was trying to position itself also among young people.
In its advertisements, nutella emphasizes family and sharing.
What future for the brand?
Nutella is very optimistic about the future. Consumers see Nutella as a pleasurable product but one that can also be part of a balanced diet. Even if the brand does not seem to be affected by the deconsumption of millennia, it is expected to improve its products and make its offerings evolve with the development of portions, more nutritional information and greater transparency in terms of ingredients.
Lucille Brunet
Sources :
- https://www.nutella.com/fr/fr/?gclsrc=aw.ds&&gclid=Cj0KCQiAiNnuBRD3ARIsAM8Kmls9SES6-s2g36-srmfi2uTLBeNtuHbIr67AoD03H4gOzvPZ7bVU6VkaApVfEALw_wcB
- https://www.lsa-conso.fr/avec-nutella-biscuits-ferrero-france-confirme-son-ambition-pour-le-marche-des-biscuits,312726
- https://www.capital.fr/entreprises-marches/les-biscuits-au-nutella-vont-ils-plaire-1340639
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