Ferrero is expanding its Kinder brand in the biscuits category with a new range of Cards wafers.
The snacks comprise two thin wafers and a creamy filling, and have rolled into Morrisons in single-serve and multipack formats, with a wider retail rollout to follow in August (rsp: 55p-£1.80/26g-102g).
The NPD delivered “the distinctive milk and cocoa taste the brand is loved for”, said Ferrero, and were an “ideal treat that is perfect for the whole family to enjoy during afternoon activities”.
Each single-serve pack contains two biscuits, suited for on-the-go consumption, said Ferrero.
The launch will be backed by a £1.8m media spend, including a TV campaign Ferrero said had “the opportunity to reach 4.55 million families” through targeted viewing.
The move follows successful launches of the NPD in Ireland, Germany and France, said Ferrero.
Ferrero customer development director Levi Boorer said the single and multipack formats would support retailers looking to drive sales for both on-the-go and at-home consumption.
“Now, more than ever, shoppers have a functional approach to their visits and have a clear idea of the products they need before entering the store,” he said.
“By having products from trusted, well-loved brands, retailers can secure more impulse purchases,” Boorer added.
It comes as the Italian confectionery giant has spent past months expanding into the sweet biscuits category.
Last month it fought off fierce competition from Valeo Foods Group and Bain Capital to acquire Burton’s Biscuits from Ontario Teachers’ Pension Plan for a price understood to be worth around £300m.
The deal followed its takeovers of Fox’s in 2020, Danish manufacturer Kelsen and Kellogg’s cookie brands in 2019, and Belgian brand Delacre in 2016.