Nutella Case Study

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1. Nutella is an italian sweetened hazelnut chocolate spread that has as main ingredients sugar, palm oil hazelnut, cocoa solids and milk powder. It was created in 1946 by Ferrero company owned by Pietro Ferrero, but the actual nutella product was introduced in 1964 by Michele Ferrero, Pietro`s son. The first name Nutella had was “Giandujot ' after a famous carnival character at the time After an 18 years transition period, the product got its final name 'Nutella ' which is the result of combining the English word 'nut ' and the Latin suffix for sweet, which is 'ella '. 2. Why Nutella was invented? ” Originally, Nutella was a smart solution to a tricky problem: the short supply of cocoa following World War Two.” The main purpose of Nutella is to bring happiness in consumer’s life. A few examples of consumption are: French toast, croissants, dip away, on a spoon, etc. 3. There are around 25 producers excluding the private label in the sweet spreads market, but the main producers hold the highest percentage of sales and they are: • Marmite part of Unilever Group with 9% of the market sales • Nutella part of Ferrero Group with 7.9% of the market sales • Rowse part of Wellness Foods Ltd with 6.9% of the market sales • Hartleys’s part of Premier Foods Plc with 6% of the market sales • Bonne Maman part of Andros SAS with 3.7% of the market sales • Robertson’s part of Premier Foods Plc with 3.7% of the market sales • Sun Pat part of Premier Foods Plc with 3.5% of the market

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