Easter is coming and, as usual, Brazilians are already planning the gifts and, of course, the holiday costs. Ferrero Rocher, one of the most classic companies in the sector, was invited to tell the expectations of the retail market, highlights and how it can overcome the crisis this year. The interview is with Renato Zanoni, Sales & Country Manager Brasil.
DNEWS: How does Ferrero intend to be present in this year’s Easter products?
RENATO ZANONI: Easter is the most important event of the year for the chocolate market – and even more so in Brazil, a country that celebrates these moments of connection between families in a unique way. Therefore, we believe that our portfolio is capable of enchanting and participating in this festive moment, as it is designed for the whole family, whether with Kinder for children or Rocher for adults. In addition, there are also possibilities for all prices and purposes, starting from a Kinder Egg as a souvenir, passing through Rocher trays as a memorable gift and reaching the Gran Rocher Egg as a great gift.
AD: Will there be any featured releases this Easter?
RENATO:
This Easter, Kinder branded Easter eggs will also be offered in five new editions: ‘Adventure in the Savanna’, ‘Enchanted Forest’, ‘Natoons’, ‘Miraculous’ and ‘Minions’, in 100g and 150g options.
Plus, this year we’re expanding the fun experience with the Kinder line. Now, the fun with toys in Easter eggs also goes beyond the physical world, as all of them are accompanied by a QR Code that allows you to download the free entertainment app for the entire Applaydu family.
In the Ferrero Rocher line, the novelty is the Ferrero Box, sold in the box format, with 137.5g, with a more affordable price for the consumer, and the Ferrero Dark, a special edition of our traditional Ferrero Rocher chocolate, which aims to meet the increased demand for this segment. This Easter, we also increased our portfolio with seasonal items from the Ferrero Rocher line, which have different size and disbursement options.
AD: What expectation does Ferrero bring in sales to the retail market this year compared to last year?
RENATO: The expectation is always to surpass the sales registered in the previous year. Something that must happen, given that it will be the first Easter with reopened stores since the beginning of the pandemic, which becomes an additional attraction for shopkeepers and consumers, who have spent the last two years with closed stores and/or with restricted entry. This fact, by itself, should guarantee a higher sales volume of the products. Data from a study carried out by the Oswaldo Cruz Foundation (Fiocruz), in partnership with the Federal University of Minas Gerais and the State University of Campinas (Unicamp), showed that the consumption of sweets in the country grew 47.1% during the health crisis, and, among adults aged 18 to 29, 63% began to consume sweets twice a week or more.
AD: What are Ferrero’s best-selling products during Easter?
RENATO: The biggest sales line is with Kinder products, currently considered the biggest chocolate brand in the world, but the fastest growing brand is Ferrero Rocher, year after year.
AD: How does Ferrero intend to overcome the current crisis in the sale of Easter eggs?
RENATO: The basis of the plan continues to be to maintain the high level of quality of our products. It may seem obvious, but we don’t trade off our ingredients regardless of the crisis. What we do is bet on a broader portfolio, precisely seeking to meet different types of pockets, with a varied range of products with the same excellence. This Easter, we added to our portfolio items with different sizes and price ranges for Ferrero Rocher and Collection.
AD: How will the “Magic” Easter campaign bring the brand’s audience closer this year?
RENATO: We are optimistic about Easter this year. This is a celebration of moments of connection between Brazilian families and we want to reinforce our message that we are capable of making moments like this remarkable and special. We also want to encourage this interaction and support occasions in which everyone can share their joys, hence the launch of the Campaign, whose theme is “Ferrero Rocher: the glow of the moment we celebrate together”.
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