Ferrero is taking Nutella into the confectionery category with the UK launch of Nutella & Go!

Already available in the US, France and Germany, the pack features hazelnut and cocoa spread on one side and little breadsticks for dipping on the other and is targeted at teens and young adults. Nutella & Go! will be available from August with an rrp of 84p and is designed to be stocked alongside confectionery countlines. In the run-up to the launch, it will be promoted on Nutella’s Facebook page and then from October, a heavyweight consumer shopping campaign will take place.

Customer development director Levi Boorer said Nutella & Go! will emulate the success it’s seen in the US and the continent. “We are confident that Nutella & Go! will be a strong addition to our portfolio of leading and universally loved brands,” he said. “Its launch will reinforce Ferrero’s commitment to introducing new and innovative products that are clearly already in demand, unlocking a significant incremental sales opportunity for retailers.”