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Ferrero France invests 36 million to modernize its factory

2022-01-12T18:58:48.129Z


INFO LE FIGARO - The subsidiary of the Italian giant is increasing its production capacity for Nutella and Kinder Bueno at its Normandy site.


Plebiscited by French people who have remained attached to moments of pleasure in times of pandemic, Ferrero gives himself the means to continue his dynamic.

After a jump in its Christmas sales (+ 6%), the Italian family group, known for its brands Ferrero, Kinder, Raffaello and Delacre, intends to continue to grow in France, its third market behind Germany. and Italy (1.3 billion euros in turnover).

Ferrero France will increase the capacity of its Normandy site in Villers-Écalles, which produces one in four jars of Nutella in the world.

The Italian group will invest 36 million euros in it over the next eighteen months.

He will have invested 135 million in France for ten years.

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Jean-Baptiste Santoul and Nicolas Neykov, two Frenchies in tip at Ferrero

The new funds will allow, on the one hand, to modernize the lines of its blockbuster Nutella (the brand holds two-thirds of the spread market in France), on the other hand, to increase Kinder's production capacities by 8%. Bueno. Ferrero France also hopes to finally implement its logistics warehouse project. This investment of 30 million euros, announced in 2019 but delayed since, should allow it to increase its storage capacities by 35%.

With this ramp-up, Ferrero France will be able to respond to the strong momentum in its markets.

"The growth of Kinder at Christmas (+ 9%), as well as that of the formats to be offered on Ferrero Rocher (+ 20%) prove that the family and social bond remains essential,

" assures Nicolas Neykov, who took over the general management of Ferrero. in France six months ago.

It's positive for our pleasure brands at the heart of this phenomenon. ”

After two years marked by confinements and the increase in consumption at home in France, the group expects 6% growth in France for 2022, to reach 1.4 billion euros in turnover.

Launches by summer

Attacked by new players in its historical segments, in particular spread, Ferrero no longer relies solely on its flagship products to grow.

"We are banking on the diversification of our brands in other segments, as Ferrero Rocher did with ice cream or Kinder and Nutella in cookies, a segment in which we have become number two in a few years,"

confides the manager

.

It is a real research and development strategy;

we take five to ten years to mature our innovations. ”

Ferrero France has scheduled two major ice cream and biscuit launches by the summer to maintain this momentum.

Read also

After Nutella, Ferrero relies on Kinder to expand its cookies

At a time of the rise of nutritional considerations, and even if its brands seem insensitive to

“sugar bashing”,

Ferrero wants to step up on responsible consumption.

It certainly refuses to affix the Nutri-score on its packaging, because it considers its rating of 100 grams unsuitable for its products and their uses.

But it will invest 2 million euros in nutritional access and access to sports programs.

“The idea would also be to push nutritional education projects at the level of local communities, even National Education,

” concludes the Director General.

It would take a public-private partnership for this to work.

In this area, information works better than restriction. ”

Source: lefigaro

All business articles on 2022-01-12

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