The debut of Ferrero with the Nutella Biscuits was a successful one, so much so that now the goal is to double production at the Balvano plant in Basilicata from 16,000 to 33,000 tons per year.
The initiative is part of a series of investments starting with the launch of the new Kinder brand plumcake made with Greek yoghurt. For Ferrero, this means experimenting with a new format in the sweet bakery sector. This format effectively expands the range of leavened products in a sector that so far has been controlled – just like Nutella Biscuits’ – by other Italian big players like Barilla Group.
ACQUISITION STRATEGY
The small steps policy always carried out by the confectionery giant from Alba has been flanked, in more recent years, by many acquisitions and expansion of the product range. Starting with the world of cookies. In fact, the operation on the Belgian Delacre dates back to 2016, followed by two acquisitions in the United States – the confectionery branch of Nestlé and Kellogg’s cookies and snacks – and by the Danish cookies Royal Dansk and Kjeldsens in July 2019, a part of Campbell Soup Company at the time.