Confectionery brand Kinder has revealed its biggest launch of the year, Kinder Joy, in time to capitalise on the spring sales opportunity.
Available from December, the limited edition plastic egg will feature a tab opening up into two halves – one half containing layers of milk and cocoa cream, while the other holds a spoon to eat the first half with, along with a toy.
Kinder Joy will be added as a seasonal sub-brand to the existing Kinder portfolio, currently worth £98m, and will feature premium seasonal packaging using bright spring colours designed to create stand out on-shelf.
Levi Boorer, Customer Development Director, Ferrero, commented: “Kinder Joy offers a potential £3.6m incremental sales opportunity for the confectionery category and as you would expect with our biggest launch of the year we will be supporting with a heavyweight marketing campaign designed to capture the imagination of mums.”
Boorer anticipates that the launch will replicate the success of Kinder Joy in Ireland, where 40% of buyers were completely new to Kinder Surprise and 8% were incremental to the entire Easter confectionery category.
“The amazing results in Ireland give us real confidence that Kinder Joy will be a huge success in the UK as the consumers have very similar purchasing habit,” he added.
In order to drive incremental sales, the brand advises Kinder Joy should be stocked alongside the existing Easter Kinder range in the Seasonal aisle. PoS materials, suitable for all store sizes, are available from the Ferrero trade website.
Kinder Joy single eggs will carry an rrp of 99p.
