Fonzies ushers in a new era: Paprika and Barbecue flavours arrive

Fonzies, the brand of the Mondelēz International Group, has launched the new Paprika and Barbecue flavours, an initiative that represents more than a simple extension of the range, as it brings with it a true business revolution for the brand.

The two new flavours

This innovation taps into the most significant consumer trends: over the past ten years, the market for crisps and extruded snacks flavoured has grown threefold compared with classic variants. Hence the decision to focus on two of the most popular flavour profiles: Paprika and Barbecue, which can win over more curious consumers and those who do not like cheese, offering everyone a new opportunity to lick their fingers.

The new flavours are available in the multipack format with 7 bags (164,5 g in total), ideal for sharing and enjoying with family or friends. Distribution covers the entire Italian modern grocery trade and the out-of-home channel nationwide.

Although introducing new flavours, the brand guarantees the unmistakable Fonzies experience: from the aroma when the pack is opened, to the unique, irregular shapes of the snacks, through to the intense taste on the palate and the inevitable moment when “If you don't lick your fingers, you only enjoy it halfway”.

The communication plan

To support this strategic launch, an integrated communication plan with full coverage across the main media channels has begun. On television, a dedicated end tag will be broadcast, linked to the corporate campaign launched last May on the main national networks.

The media strategy also includes extensive presence on the main streaming platforms through the Momento Pausa format, which reaches viewers during a moment of spontaneous attention while watching on demand, as well as a dedicated editorial plan on TikTok, developed on the brand's official channel.

The launch amplification is rounded out by an intensive presence in the field and at points of sale. The sampling plan has already involved the public over the summer, with days devoted to distributing gifts at iconic entertainment locations, joined from September by promotional initiatives aimed at e-commerce customers of home grocery delivery services. On the trade side, the new flavours will feature in in-store events at more than 600 points of sale of the Italian modern grocery trade nationwide until November 2026.

The launch project draws on the collaboration of several partner agencies: Dragon Rouge created the pack design for the new line, Leo created the television commercial, Starcom developed the integrated media planning, Wave Design handled the creation of the point-of-sale events and the Momento Pausa format, while Tngp manages the strategy and content production for the TikTok channel with Mambo and the on-field sampling distribution activities with ZooCom.

The comment

“To the success of our traditional cheese-flavoured snack, we have chosen to add two new flavours today, with a view to renewing the brand, which is thus moving from a positioning focused on a product with a unique taste to a more complex ecosystem capable of reaching new consumers, as well as those who have always loved Fonzies,” said Andrea Cicolella, marketing manager savoury at Mondelēz International in Italy.

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.