Ferrero, “war” against Motta and Algida. The Rocher and Raffaello family become ice cream
Ferrero enters the world of ice cream. And it does it in a big way, after a careful experimentation that lasted 20 years. The Alba group, famous all over the world for Nutella, – reads the Corriere della Sera – yesterday officially announced the landing on the Italian market of its packaged ice cream. Ferrero Rocher Classic, Ferrero Rocher Dark and Raffaello will be the ice creams that will arrive all over Italy by May through large-scale retail supermarkets, together with Estathè popsicles in two flavors, lemon and peach.
“A peculiarity of the Italian market – specifies Alessandro d’Este – president and CEO of Ferrero commercial Italy – because while Ferrero ice creams will arrive in the main European countries and therefore France, Germany, Spain and Austria, Estathè Ice will only be available here” . The main challenge, however – continues the Corriere – will obviously be on ice cream. That Ferrero will be played with the other market players, from Unilever (with Algida) to Motta and Sammontana, making its debut on a business that, despite struggling with the Covid emergency, is still worth two billion euros. We will rely on large-scale distribution and then expand the offer, in the coming years, to 20-25 products, including trays.