Ferrero Targets Easter Growth with Novel Seasonal Innovations
Ferrero is expanding its seasonal offering in the UK with a refreshed Ferrero Rocher and Thorntons Easter range for 2024, aiming to capture greater share in the competitive spring confectionery market. The move aligns with shifting consumer preferences toward premium and personalised gifting during seasonal occasions.
The updated lineup includes new packaging formats and flavour variations intended to elevate the brand’s appeal, particularly among premium shoppers. Notable within the Ferrero Rocher portfolio is the newly designed Ferrero Rocher Bunny, aimed at strengthening Ferrero’s positioning in the seasonal novelty segment. It complements established seasonal mainstays such as the Ferrero Rocher and Ferrero Collection eggs, which will return with refreshed packaging and expanded distribution across major UK retailers.
For Thorntons, the brand continues to build on its legacy in personalisation and gifting, reintroducing its best-selling Bunny with Hand Icing and Marbled Eggs. In 2024, Thorntons will also add new impulse products such as the Mini Bunny and a two-pack Egg & Spoon, targeting the growing on-the-go and treat-sharing occasions.
According to Ferrero, Easter continues to be the second-largest confectionery season in the UK, with £457 million spent on seasonal chocolates in 2023. Of this, premium products accounted for £88 million, indicating sustained consumer appetite for elevated offerings. By introducing new SKUs and enhancing brand visibility across multiple price tiers, Ferrero aims to capitalise on this trend and grow its 36% share of the seasonal boxed chocolate segment.
Additionally, Ferrero is investing in in-store activation and digital campaigns to support the range, including broader distribution into grocery, convenience, and wholesale channels. The brand strategy also takes into account the earlier Easter season in 2024, placing emphasis on a longer build-up period to stimulate early purchases and multiple gifting occasions.
This diversified and revitalised portfolio underlines Ferrero’s focus on shopper-centric innovation—an increasingly vital driver in the highly segmented seasonal confectionery category.