Across China: Italy’s Ferrero tastes sweet success in Chinese market

Zhang Suyi, general manager of Ferrero China, gives an interview in Guangzhou, south China’s Guangdong Province, Aug. 6, 2024.(Xinhua)
GUANGZHOU, Aug. 16 (Xinhua) — Ferrero Group, a confectionery manufacturer, recently launched a full range of new products in China under its “Nutella” brand in the southern Chinese metropolis of Guangzhou, to meet the diverse needs of consumers.
The three new biscuit products combine the strengths of Nutella spread and biscuits in various scenarios, expanding Nutella’s product lineup in the Chinese market, according to Zhang Suyi, general manager of Ferrero China.
The Italian multinational, with over 70 years of history, has adapted to the local market in China by adjusting ingredient ratios according to consumer habits and reaching more diverse retail channels.
It collaborates with Chinese restaurants to blend the Western pastes into Chinese desserts, exploring more “East-West fusions.” Yu Jing, who operates restaurants in Shanghai, has incorporated Nutella spread into her dishes, achieving a sweet success.
“Originally, when we served the final course in our Chinese restaurants, we would offer a Chinese-style dessert. Now, I’ve added Nutella spread to create buns or sesame balls, which are very popular. This enriches the dessert flavors,” said Yu.
Currently, the best-selling items are the spread paired with ice cream or our Chinese pastries, with daily sales reaching up to 3,000 servings, she said.
Having entered the Chinese market for over 30 years, Ferrero Group has continuously tapped into the immense potential of this market through product design, scenario-based marketing, and sales channels.
According to Zhang, Ferrero Group is highly attentive to the needs of Chinese consumers, focusing on expanding scenario-based marketing, utilizing emerging channels, and launching new products to enhance its portfolio, which spans chocolates, biscuits, candies, and ice cream.
Currently, Ferrero Group has established a factory in Hangzhou, capital of east China’s Zhejiang Province and is considering setting up a research and development laboratory.
Ferrero’s ongoing commitment to the Chinese market demonstrates foreign companies’ confidence in China’s increasingly favorable business environment for foreign investments and the positive momentum in its consumer market.
The group is highly optimistic about the Chinese market. Both economic growth and the improving business environment have instilled greater confidence in the company’s future development in China, Zhang said.
“The favorable entry-exit policies enable our foreign colleagues to easily collaborate and bring popular products and technologies to China. The advanced logistics system also allows us to enter the Chinese market more efficiently, while pro-consumption policies are boosting market growth and restoring consumer confidence,” Zhang said. ■