Italy based chocolate maker Ferrero is all set to launch its fifth brand across India. The new brand called Schoko Bons Crispy is a wafer chocolate and it is innovated completely by the Indian team of Ferrero.
Regarding the launch of Schoko Bons Crispy, Emanuele Fiordalisi, Marketing Head at FerreroIndia, said that the firm is focusing on the localized innovation in terms of both products and strategy. The first localized product from the firm was elaichi favored Tic Tac mints.
As of now, Ferrero sells different brands of chocolates such as Ferrero Rocher, Tic Tac mints, Nutella choco spreads and Kinder Joy egg shaped chocolates.
The executive added that Rocher has over 50 percent of the market share in the premium chocolate category priced at Rs 200 and above. Interestingly, the brand has managed to acquire this impressive market share despite competition from Modelez Cadbury Glow and Toblerone and Nestle Alpino respectively. Furthermore, this sale of Ferrero Rocher has been boasted by another 30 percent with the Diwali celebrations. This festive season, the company is expecting to achieve higher sales than the last year, added Fiordalisi.
Other than Rocher, the other brands from the Italian chocolate maker, Tic Tac and Kinder Joy are also leaders in their respective categories. But, Nutella choco spread has not penetrated too much into the country.
Ferrero has adopted a strategy of selling niche products and managed to achieve sales of over Rs 500 crore in the last year. The executive added that they are planning to continue their policy of selective distribution for their brands. This is a global approach taken by the company and it is planning to adopt the same inIndiaas well.
He further added that the firm is exploring to launch many more products inIndiaand the company is already having a robust portfolio of global brands of which many are in the testing phase. The firm’s Tic Tac and Kinder Joy brands are manufactured in the Baramati plant inMaharashtra, but Rocher is imported.