![]() ![]() “They’ve been starved of resources and investments in product, packaging and messaging to the consumer. “You start with storied, iconic brands that have really high household awareness, and it’s really just returning them to their iconic status,” Ms. Enhancements made to the Butterfinger and Baby Ruth brands included the removal of a preservative, improved peanut roasting technology and double-layer packaging to preserve flavor and freshness. Nestle USA’s former chocolate brands, now managed by Parsippany, NJ-based Ferrero North America, were revamped by the Ferrara team in partnership with Ferrero following the transaction. The transaction added such non-chocolate brands as SweeTarts, Laffy Taffy, Nerds, FunDip, PixyStix, Gobstopper, BottleCaps, Spree and Runts to Ferrara Candy Co.’s portfolio. ![]() ![]() A few months later, the Ferrero Group acquired Nestle USA’s confectionery business for approximately $2.8 billion. was acquired by the Luxembourg-based Ferrero Group, the maker of Nutella, Tic Tac and Kinder brands. Its core portfolio of brands includes Trolli, Black Forest, Brach’s, Sathers, RedHots, Lemonheads, Jujyfruits, Atomic FireBall, Boston Baked Beans and several others. was formed in 2012 with the merger of Ferrara Pan Candy Co., Inc. We are making sure we take all of the elements and bring them forward because they were relevant pre-COVID, they are relevant during COVID, and we know they will be relevant post-COVID.”įerrara Candy Co. “When you think about what’s on advertising right now in our Perfectly Fudgy campaign, it’s really product focused, it’s about the togetherness of families, it’s about the craftsmanship and quality in the magical world of Ernie and the elves. “In a post-COVID world, we want to make sure our messaging is relevant to the consumer, so we did a lot of social listening to how consumers were responding … and it made us feel good that the path we were on was the one we should keep,” Ms. Keebler cookies have seen a 55% increase in sales since early March as consumers continue to stock up on beloved indulgences during the pandemic. Since the acquisition, Ferrara, in partnership with Ferrero, has increased investment in marketing and shopper programs to support the business. We wanted to make sure we were talking to the consumer in the ways they were consuming messages.” “Obviously the landscape has changed quite dramatically, so bringing them to activation on channels beyond traditional television, whether it be digital or social in any way, shape or form, that was an interesting insight. “The last time many of these brands had been in any type of relevance in the consumer activation space, it was at a time when most of the way people were consuming media was television,” Ms. We had to make sure all of our displays, all of our point of sale, is really eye catching, popping, relevant and really talked to the consumer in a meaningful way.”Ī comprehensive marketing campaign launching in August will highlight the ingredient changes and brand story through digital and social channels and in-store displays. “The cookie category is impulsive half of the purchases are not planned, so for it to be a purchase driver it had to stand out on shelf,” Ms. The products will be available in an on-the-go format and variety packs to meet consumer snacking behaviors. New packaging was developed to increase quality and freshness, featuring modern and unifying designs across the Keebler cookie brands. With Chips Deluxe Original, you’ll see ‘made with more real chocolate.’ On Fudge Stripes you’ll see ‘made with real Keebler fudge,’ and on our Sandies brand you’ll see real Madagascar vanilla has been added to our ingredients statement.” We know for the US consumer, it’s really table stakes, shorter ingredient statements, more real ingredients. “We’re enhancing our ingredients with more ‘made with real’. “We really started the minute we closed on the sale of the business, taking this beloved, iconic 150-year-old master brand Keebler and really reinvigorating it and bringing it to life,” Natalie Hagstrom, general manager of cookies at Ferrara, told Food Business News. Key formulation changes include the removal of high-fructose corn syrup and a switch to natural vanilla. The effort to date for the Keebler business has included new recipes for Chips Deluxe, Fudge Stripes and Sandies cookies. ![]()
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