The famous wavy chocolate biscuit, marketed by Ferrero, is celebrating its 30th birthday.
This time the advertising slogan “We share?
», Hammered for a long time by the tennis player Jo-Wilfried Tsonga, is no longer relevant: only 90 pairs of collector sneakers bearing the likeness of Kinder Bueno are put into play on the website, from October 18 to 31.
"
We wanted to create an event with the meeting of two iconic products of this generation, Kinder Bueno and sneakers, to reward the French who have followed us for all these years
", explains the marketing director of the group Marie Zadjman.
Market estimated at 447 million euros
In 30 years, the famous candy, Kinder's first product aimed at growing children (14 years and over), has made a name for itself in French households.
It has conquered 5 million, or one in five, becoming the leader of a market initially intended for adults.
"
Thanks to its proportionate packaging, consisting of two individual bars of 23 grams each, Kinder Bueno has made a place for itself in the hearts of young French people
", estimates the brand.
The range has since been enriched with three references (White, Dark and Coco).
And the market is still promising: it would represent 447 million euros in France, up 11.5% in value, driven by sales in Drive (+ 28.7% in volume), estimates Ferrero.
The Villers-Ecalles plant in Normandy, launched in 1995, manufactures 2.6 million bars of Kinder Bueno per day (18% of world production).
In 2021, 396 million units were sold in France.