Ferrero UK has announced an exciting expansion to its product lineup with the introduction of Nutella Ice Cream Tubs. The 470ml tubs, which feature layers of Nutella on top and throughout hazelnut-flavored ice cream, are now available in Morrisons stores nationwide.
Nutella, renowned as the UK’s favorite breakfast spread, has successfully ventured into new product categories over the years, including biscuits and bakery items. The move into ice cream is a significant step for the brand, leveraging its 98% brand awareness among UK adults and strong consumer loyalty.
“Early strong performances across Europe confirm the potential of Nutella Ice Cream here in the UK,” said a Ferrero spokesperson. “When you consider that the tubs segment in the UK is the largest across Europe at a value of just above £300 million, the potential for retailers operating in this market is incredibly exciting – particularly with the brand’s loyal fan base.”
Ferrero is backing the launch with a substantial £1.8 million investment in a marketing campaign that spans TV, social media, out-of-home advertising, PR, and in-store shopper marketing. The brand’s goal is to make Nutella Ice Cream “truly unmissable” as it rolls out across the UK.
Dani Hayward-Bradley, Regional Marketing Director for Ferrero UK & Ireland, expressed excitement about the new product, stating, “We are thrilled to be adding to our range of ice creams with such a huge fan favourite. Our dedicated team of experts has spent years perfecting the recipe, inspired by our much-loved brand, Nutella. We know that fans will be eager to try the unique Nutella taste and melt-in-the-mouth creaminess of our ice cream and we’re happy that now we can give them a new and exciting way to experience the brand.”
Following the initial launch in Morrisons, a wider rollout across the UK is planned later this year and into 2025, ensuring that Nutella fans nationwide will soon have access to this new indulgence.
Editorial contact:
Editor: Kiran Grewal kgrewal@kennedys.co.uk
