Kinder extends into 'sharing' market with Friends

Kinder is taking on Masterfoods' Celebrations and Cadbury's Heroes in the twist-wrap market with the launch of Kinder Friends.

The confectionery company is expanding its portfolio to target families and young adults, while retaining its traditional customer base of young children.

Kinder Friends will be available from September in Woolworths, with further distribution planned in Asda from October. It will offer Kinder Schoko-Bons as well as miniature versions of Kinder Bueno, Kinder chocolate and Kinder Country.

According to James Gentle, group product manager at Kinder, the product will broaden the reach of the brand both in terms of audience and usage occasion. 'It is designed with sharing in mind,' he said.

To this end, the Kinder Friends pack design opens out on both sides to make sharing easier.

According to ACNielsen, Celebrations is the best-selling boxed-chocolate brand in the UK, with sales of £67m in 2003, compared with the £55m of both Quality Street and Cadbury's Roses.

Last month Mediaedge:cia won the £12m account for Kinder parent Ferrero, following a competitive pitch. The work covers the Ferrero Rocher, Kinder, Tic Tac and Nutella brands. It was previously held by Initiative.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Ex-Thomas Cook marketer Mike Hoban resurfaces at Morrisons
Barbour creates real-time illustrations of consumers' stories for summer campaign
Viral review: Samsung goes for Apple’s jugular but fails to connect
View from Brazil: why we didn't believe we could lose the World Cup
Heineken unveils ‘Open Your City’ drive with Metro for ‘men of the world’
Unilever continues portfolio 'reshaping' with Slim-Fast sale
Amazon to fight US authorities over in-app purchase claims
Google set to invest $100m in Europe's tech start-ups
Metcalfe's set to release quirky debut TV ad
Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral