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They have already called it "the battle of the jars". And indeed, he promises to make several sparks. Barilla decided to land from January on the Italian market with a cream spread called Pan di Stelle, which will challenge an icon like Nutella Ferrero.
The operation, like the promotional campaign, is ready to go, even if the mouths of the Parma group are sewn. "In the coming weeks, a statement containing detailed information will be published" will be limited to the summit of Barilla. However, the information disclosed up to now is not uncommon. The new product with which Emilian will enter the spreads cream segment will contain sunflower oil instead of palm oil and will be made from 100% Italian hazelnuts and cocoa from a single production. enriched with the grain of Pan di Stelle biscuits. . It should be packaged in a single 330 gram format, with a cost of about 10 euros per kilo. The cap will not be plastic.
COMPETITORS "NEIGHBORS"
A challenge on supermarket shelves, where Nutella holds unchallenged supremacy: Ferrero controls 54% of the global market for hazelnut spreads and Nutella alone generates a turnover of 2 billion euros. . But there is also another aspect that makes the derby unusual.
Barilla chose not to produce the new cream itself, but to use the collaboration of Nutkao di Govone, a competitor located a few miles from the giant confectioner Alba. In July, the company was the protagonist of a major change of hands, with 80% of the property acquired by White Bridge Investments and, thanks to an investment of 30 million euros, comes from to conclude a considerable expansion of the production site.
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