The great Italian cookie war of 2020

In Italy, strange, sweet things happen

1y ago

In early November, Nutella Biscuits hit the shelves. In just one month, they broke all the Ferrero Group's sales records, with over 4.2 million packs sold and revenues of around 12 million euros.

Following the crazy start from Nutella, the snack has almost disappeared from the shelves. Naturally, as we Italians are a creative people, some have tried to resell it illegally at a higher price. A biscuity black market!

"Nutella Biscuits, €6.00 because you can't find them"

"Nutella Biscuits, €6.00 because you can't find them"

The Ferrero Group has focused on the scarcity strategy for the launch of its new product, and therefore to create a phenomenon. And there is a reason: Nutella Biscuits are not original. There are many other stuffed biscuits out there, and consequently a way was needed to achieve leadership in the segment by exploiting the principle of scarcity.

In this way, the demand exceeds the offer, the price goes up, and the biscuits are perceived as a precious, premium quality item.

But the moment of glory did not last long. Now, Nutella competitor Barilla announced the release of Biscocrema Pan di Stelle starting from January 2020.

Biscocrema Pan di Stelle

Biscocrema Pan di Stelle

The Biscocrema combines cocoa pastry with the Pan di Stelle cream, and is covered with a thin layer of milk chocolate and a white star. They are sold for €2.99, just like Nutella biscuits.

However, Barilla does not aim only at the taste, but also at the quality of the ingredients: they do not contain palm oil, unlike Nutella biscuits.

This is a real challenge. Even if companies deny it, these are two Italian food giants going to battle over the biscuits. We Italians are not good at waging war: those who have studied history know it. We are better at making love, cars and... good food. So in effect, this is the only (civil) war that makes sense to us — a sweet chocolate war.

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