Ferrero India enters premium chocolate bar segment with Classic Hazelnut, 70% Cocoa Hazelnut

Ferrero India Private Limited, a subsidiary of the international confectionary giant Ferrero Group, announced on September 8 its entry into India’s premium bar segment.

According to the statement released by the company, the confectionary maker has introduced Classic Hazelnut and 70% Cocoa Hazelnut as a part of its product range.

The move comes as part of the company’s efforts to increase its market share in India’s chocolate market aided by a shift towards premiumisation and expansion of its retail distribution through the addition of more coolers, reported Business Standard.


The report said India’s chocolate market is growing at around 7 per cent, wherein the bar segment has seen a similar expansion.

It also said the total bar category is estimated to reach Rs 20,000 crore, in which the premium segment remains miniscule.

“The chocolate market is growing at 7-8 per cent. We are targeting to grow faster than the category and gain share,” Zoher Kapuswala, marketing head, Ferrero India Subcontinent, told Business Standard.

“Ferrero will grow at double-digit for sure,” Kapuswala added.

The company, in its presser, said that its bars would initially be available on quick-commerce platforms, which would be followed by distribution across modern trade and premium stores in key metros.

This move is likely a part of its broader initiative to support its brand through e-commerce, quick commerce and digital media, the Business Standard report said.

The statement also said that the firm had activated its brand around Onam and has planned further activity around Ganesh Chaturthi, Durga Puja, Dussehra and Diwali.

According to the report, Ferrero currently reaches close to 1 million stores in India. However, it follows a more selective distribution strategy which primarily targets metro, Tier-1 and Tier-2 markets.

According to the company’s statement, The launch campaign -- “Ferrero Rocher is a Bar” -- will be amplified across OOH, digital and creator collaborations along with a film featuring Hrithik Roshan.

The company said that it would enter the segment with its 90g bars priced at an MRP of Rs 499.

(With inputs from Business Standard)