Ferrero is extending its booming Nutella brand beyond the spreads category with a snack pot to be sold in the confectionery aisle.

Rolling out across the trade in August, Ferrero’s Nutella & Go comes in two-section pots that contain the hazelnut spread on one side and breadsticks on the other (rsp: 84p). Each pot contains 248 calories.

The pots, which will be going head-to-head with KP Choc Dips, had already proved a hit in the US where they were launched in 2012 following their debut in Europe three years ago, said Ferrero customer development director Levi Boorer. He predicted the range - which is worth $28m in the US - would clock up £12m in first-year sales in the UK.

“Nutella & Go will help Nutella expand its audience to include older children aged 12 to 17 years, but will also appeal to adults who are looking for on-the-go snacks,” added Boorer.

Nutella sales have grown 21.9% year on year to £40m on volumes up 9.2% [Nielsen 52 w/e 26 May 2014].

Ferrero is supporting the launch with a multimedia push kicking off in October, which will include TV, press and sampling activity.

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