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.


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