Ferrero India has broadened its range of sweet packaged foods within the Kinder brand, a significant contributor to its overall revenue. On Tuesday, the company introduced Kinder Shoko-Bons Crispy, marking its entry into the rapidly expanding snacking category.
Amedeo Aragona, Marketing Head for the Indian Subcontinent at Kinder Brands, stated, “India offers a huge opportunity for brand Kinder with its young demographics and growing disposable incomes. With the launch of Kinder Shoko-Bons, which is a more sophisticated product, we are hoping to expand the consumer base of the brand to bring older kids as well as parents into the fold.”
Furthermore, the company has been increasing the distribution of the brand into non-urban areas.
“Post-Covid we have been focusing on sales transformation to expand distribution of brand Kinder to even rural regions. We are also seeing premiumisation trends gaining traction in India. So retailers are keen to stock up on the Kinder portfolio even in smaller towns. We expect smaller towns and rural regions to contribute significantly to the brand’s sales in the coming years,” he added.
E-commerce, particularly fast commerce, has become a substantial avenue for the brand’s growth, according to Aragona.
The company emphasized that Kinder Schoko-Bons Crispy is produced at the Baramati facility in Maharashtra, using locally sourced raw materials accounting for over 98% of the composition.
India is one of the fastest-growing markets for brand Kinder. In a statement, Rudolph Sequeira, Managing Director of Ferrero India said, “India is one of the important markets for Ferrero globally, and the expansion underlines Ferrero’s focus to build on its tropical portfolio. We are delighted to expand the Kinder portfolio, with a unique innovation that is successfully made-in-India.”
Kinder Schoko-Bons Crispy is now being offered in “Shareable Packs,” with prices starting at INR 40 and available in 4 and 12-piece packs.
The brand is also roped in celebs Karishma Kapoor, Subhashree Ganguly and influencer Sneha Reddy for the new launch, which will be supported by a 360-degrees marketing communications campaign. “Along with TV and digital presence, the brand will adopt a mass media approach as well,” it added.
