Battle of the biscuits as Ferrero aims to take a bite out of Barilla




  • In Business
  • 2019-12-03 09:00:37Z
  • By Reuters

By Francesca Landini

MILAN (Reuters) - In the red corner is Italy's reigning cookie champion, Barilla's Gocciola. Across the ring in the blue corner is the challenger, Ferrero's Nutella Biscuit. Fight!

After clashing over chocolate spreads, Italy's two biggest food companies, Barilla and Ferrero, are now battling about biscuits.

Ferrero is the challenger this time, launching the Nutella cookie in an attempt to crack Barilla's leadership of the biscuit sector in Italy, where the latter has a 37% market share with products including top-seller Gocciola.

The newcomer is made of pastry and filled with Ferrero's flagship chocolate spread, which was invented by the family-owned food company in 1964.

But Barilla is defending its corner, and is itself preparing to launch a new cookie in a similar vein to Nutella Biscuit: Biscocrema, made of a cocoa cookie covered with Barilla's own spread and topped with a chocolate disk with a white star.

The showdown is the reverse of the state of play in the spreads sector, where Barilla introduced chocolate spread Crema di Pan di Stelle in January to challenge the dominance of Nutella, which has a market share of more than 80% in Italy.


FERRERO'S FIGHTING TALK

"We want Nutella Biscuit to be the best-selling cookie in Italy, reaching annual sales of around 80 million euros," Ferrero Chief Executive for Italy Alessandro d'Este said when he presented the cookie last month.

But Barilla, which is known worldwide for its pasta, does not want to talk about a battle among cookies.

"Biscocrema is more an indulgence product than a biscuit for breakfast ... that's why we are looking at expanding the overall cookie category with it more than competing with others," Barilla's senior marketing executive Julia Schwoerer said at an event to present the new product on Friday.

For Italians, who normally eat biscuits at breakfast, the two cookies offer a sweet snack between meals and could expand the overall biscuit market, which is currently worth 1.2 billion euros ($1.32 billion) in annual sales.


NEXT UP: WORLD CHAMP OREO

The two new cookies could also appeal to customers outside Italy, where biscuits are more often eaten as snacks.

The global market for cookies, worth $73.7 billion according to market research provider Euromonitor International, is dominated by Mondelez with its creme-filled Oreo.

Ferrero's Nutella Biscuits went on sale in Italy last month and the company has already started to sell them in France and aims to gradually spread them across Europe.

Barilla, which will start selling Biscocrema in Italy in January, does not as yet have concrete plans for foreign markets.

($1 = 0.9073 euros)


(Editing by Pravin Char)

COMMENTS

More Related News

For its First Hotel Outside of Italy, the Chic J.K. Brand Heads to Paris
For its First Hotel Outside of Italy, the Chic J.K. Brand Heads to Paris's Left Bank

Opened in late-November, the boutique stunner brings J.K.'s signature "staying with friends" vibe to the banks of the Seine.

Germany confirm friendlies against Spain, Italy before Euro 2020
Germany confirm friendlies against Spain, Italy before Euro 2020

Germany will play friendlies against fellow European powerhouses Spain and Italy next March in the build-up to Euro 2020, the German Football Association (DFB) has confirmed. Joachim Loew's side face Spain in Madrid on March 26 and Italy on March 31 in Nuremberg before the European Championship finals, which start on June 12. "With Spain and Italy, we will face two exceptional teams in the run-up to the tournament, which will be highly valuable," said Germany team director Oliver Bierhoff.

Italy
Italy's Atlantia interested in relaunch not rescue of Alitalia: paper
  • US
  • 2019-12-06 07:12:10Z

Italy's Atlantia is still interested in supporting the relaunch, and not the rescue, of ailing carrier Alitalia [CAITLA.UL], the chairman of the infrastructure group said in an interview on Friday. "The government asked to draw up an actual relaunch plan and not one to rescue Alitalia, and that is what we are interested in.. With Delta not available to manage the airline it was unthinkable to launch a true industrial plan," Fabio Cerchiai told daily Il Messaggero. Alitalia, which has been run by administrators since May 2017 is expected to run out of money at the end of this year.

Leave a Comment

Your email address will not be published. Required fields are marked with *

Cancel reply

Comments

Top News: Business