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Nutella B-ready breaks into the biscuit category

Nov 22

Nutella B-ready breaks into the biscuit category

Nutella, Brands, Awards, TV Campaigns

In September, Ferrero launched Nutella B-ready to the UK market – the brand’s first move into the biscuit category – supported by a £2.8m multi-touchpoint investment. The campaign included a brand new 30-second TV advert, which saw Nutella unleash its playful side, while centring on the nation’s love for the popular spread.

Nutella B-ready was first launched in Italy in 2015. It then went on to win product of the year in 2016 and was also recognised as the best launch in FMCG since 2003 – both in Italy. Though the product has only been available in the UK for a few months, it most recently received an Innovation award in the UK.

For those who haven’t yet had the opportunity to try the new biscuit offering, Nutella B-ready features a crunchy wafer shell, baked to perfection, filled with delicious Nutella and puffed wheat crispies.

The new way to enjoy Nutella hasn’t gone unnoticed by shoppers, with retailers seeing stock fly off the shelves. Raaj Chandarana, from Tara’s News in High Wycombe, sold out of Nutella B-ready in just three days, he adds: “The product continues to prove very popular. We site Nutella B-ready between Kinder Bueno Classic and Kinder Bueno White Chocolate, and also have a dual siting at the counter, which is perfect for impulse purchases.”

Zara Saleem, of Supersave Hendon, London, continues to keep Nutella B-ready stocked up, after selling out of the first case in less than a week, she comments: “We were really impressed with the popularity of Nutella B-ready.  Out of all the Ferrero products we stock in our store, it’s one of the best-sellers!”

Retailer advice:

  • Use the free tools at your disposal: Nutella B-ready is most commonly purchased as an impulse buy; with this in mind, we would recommend retailers maximise their sales opportunity by displaying the product in disruptive locations and using the free POS available at
  • Create dual sitings: Interrupt shopper missions with dual sitings of Nutella B-ready in your store, using our single serve variants and multipacks.
  •  Get to know your suppliers: The supplier and its representatives have a wealth of knowledge for you to tap into. At Ferrero we continue to invest in our salesforce to ensure retailers are in contact with us on a regular basis. If you would like to meet with a Ferrero representative to discuss your Nutella offering then please contact