P. Cutajar & Co. Ltd of Mriehel have just launched a new Ferrero chilled dessert called Gran Soleil. This revolutionary new product, made with Sicilian lemons with a hint of Limoncello, has a typically Mediterranean taste that will complement the end of every meal.
Gran Soleil, available from supermarkets, confectioneries and other food-related outlets in Malta and Gozo, is a ready-to-freeze product. It can be stored at normal room temperature and, eight hours before it is to be consumed, the two-portion pack has to be shaken well and placed in the freezer.
The result is, according to Denis Zammit Cutajar, marketing director of P. Cutajar & Co. – local distributors of Ferrero – somewhere in between the creaminess of an ice-cream and the light freshness of a sorbet. No colourings or preservatives are used, he adds, and the Limoncello helps to give Gran Soleil its digestive qualities.
Mr Zammit Cutajar described Ferrero products as “little luxuries”, like Ferrero Rocher and Mon Cheri. The use of shiny gold lettering on the packaging adds that touch of class to Gran Soleil.
The local launch of Gran Soleil has put the country in the spotlight for Ferrero since Malta is the first country in the world outside Italy where the product is being launched. Ferrero conducted preliminary testing here last year on various products under development, including Gran Soleil, monitoring the sell-out rate every week to test seasonality.
“This is a big vote of confidence in P. Cutajar & Co. by Ferrero, who are going to be looking very closely at the sales results of this product in Malta. They will then use that data to decide if, how and when they will introduce the product in other markets that are very often much larger than Malta.”
Ferrero have seen the benefits of launching such a product in a complete market like Malta, with a highly professional local distributor and a fully developed media, where product potential can be evaluated fully, he added.
P. Cutajar & Co. are holding a tasting campaign that started last Friday and that will run for several months. Gran Soleil is sold from a number of retail displays, including a large floor stand, a hanging display and, for small shops and confectioners, a counter display.
A comprehensive media campaign is accompanying the launch, including a TV commercial with the punch line: Nectar of the Gods, which has been dubbed into English and is being aired this weekend.
According to Mr Zammit Cutajar: “Gran Soleil is one example of how Ferrero have constantly innovated, creating unique products that are well received by the market. The products are backed by a comprehensive marketing campaign that enables Ferrero to be constantly a leader in its field.”