Ferrero accelerates innovation: five launches to establish a presence in new consumption occasions

At the Group’s official annual event, which this year celebrates 80 years of activity, Ferrero presented five innovations for the Italian market, developed by four brands.

Nutella Cookies

Nutella Cookies, on sale in Italy since November 2026, represents Nutella’s second move into the world of biscuits. The first made history. Launched in 2019, Nutella Biscuits exceeded 900 million individual biscuits sold in the first year. Nutella Cookies represents a new archetype for Nutella, creating a complementary offering, with different recipes, formats, consumption occasions and shelf positioning.

The new product stems from the combination of Ferrero’s know-how and Delacre’s expertise in biscuit-making, the brand that joined the Ferrero ecosystem and is now part of Fine Biscuits Company (Fbc), a company affiliated with the Group. The challenge was to preserve Nutella’s identity: the filling is the original Nutella, made with the same recipe as the jar, which does not go into the oven and therefore retains all its creaminess. The result is a round biscuit with cocoa chips, slowly baked for a delicately crumbly texture. The filling accounts for 35% of the product and the cocoa chips for approximately 8,5%; each cookie weighs 28 g and is individually wrapped to preserve its freshness and creaminess.

The Italian launch will be accompanied by a road tour. From 7 to 29 November, the Nutella Cookies van will travel across Italy from north to south with a mobile sampling activity in five cities: Milan (7-9 November), Turin (12-14 November), Bologna (17-19 November), Rome (22-24 November) and Naples (27-29 November). The tour is part of a launch plan comprising digital, social media and in-store materials.

Wonka

Wonka comprises a range of six seasonal products, available in large-scale retail outlets: a new brand in the Ferrero portfolio, which has held the exclusive rights to the Wonka brand in the confectionery sector since 2018. Alongside the launch, the Ferrero Group announced an exclusive global partnership with Netflix to bring the wonder of Wonka to consumers worldwide, leveraging marketing, media and distribution synergies.

The six products span three categories, from premium chocolate to sweets and finally chocolate eggs. Wonka Magic Hats reinterprets the iconic top hat in an assortment of 18 chocolate pralines with six surprising fillings, from Choco Fizz, which combines the taste of cola with fizzy sweet crystals, to Bubblegum Joy, Caramellion, Chocolonka, Magenta Elixir and Noir Delice. The Wonka PurplyPurple bar contains, in 90 g of milk chocolate, a caramel-flavoured filling in Wonka’s iconic purple colour. The Oompa Loompa, the factory’s famous workers, come to life in a hollow milk chocolate figure and in gummy sweets with a liquid centre. Wonka Magic Garden brings the factory’s “edible garden” to the shelves, with lime- and lemon-flavoured stick-shaped gummy sweets. Finally, Kinder Joy Wonka combines the Kinder Joy experience with collectible Wonka Funko surprises: some eggs conceal a rare golden Wonka.

Pain au Nutella

Pain au Nutella is Nutella’s new offering for breakfast at home and strengthens the brand’s presence in frozen bakery, alongside Nutella Muffin, Nutella Croissant, Nutella Donut and Nutella Crêpe. A double dough encases Nutella in every bite; it is baked in the home oven and served warm. The pack contains 4 pieces. Frozen bakery is a recent area of development for Ferrero, beginning in 2023 following the acquisition of Fresystem, a company specialising in frozen baked goods.

Pocket Coffee

The fourth innovation comes from Pocket Coffee and comprises two new products, on the market from autumn 2026: the Pocket Coffee Extra Dark Bar, which takes the brand into the premium chocolate bar segment, and Pocket Coffee Eggs, which expand its presence in seasonal occasions.

The new Pocket Coffee Extra Dark Bar weighing 90 g is characterised by an outer shell of extra-dark chocolate with 70% cocoa and a creamy coffee filling. Pocket Coffee Eggs instead offer a multisensory taste experience, different from and complementary to the praline: a dark chocolate shell encases a soft coffee filling with coffee-flavoured meringue pieces, in a 100 g pack.

Eat Natural Granola

Granola, arriving from January 2027, completes the journey of the five innovations: the launch strengthens the Eat Natural brand with an offering dedicated to breakfast and completes a range designed to accompany the whole day: a simple recipe based on nuts and seeds, with recognisable ingredients and a distinctive taste. With this launch, Eat Natural expands its presence beyond snacking away from home, extending consumption occasions and responding to consumers’ increasingly diverse needs.

The comment

“Eighty years ago, in Alba, Ferrero began inventing products and categories. Today, that same spirit guides us in two directions: strengthening our iconic brands, which are part of Italian families’ lives, and boldly exploring new consumption occasions,” says Fabrizio Gavelli, President and Chief Executive Officer of Ferrero Commerciale Italia. “The five innovations we are presenting stem from this. For us, innovation remains the driving force behind a system that brings together quality, people and uniqueness: it is our way of celebrating the 80th anniversary while looking to the future.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.