Malta has once again been chosen to test launch an extended range of products for the Italian confectionery group Ferrero.
The initial launch in Malta – the first country outside Italy – of Gran Soleil last year exceeded expectations and, according to local Ferrero distributor, P. Cutajar & Co. Ltd of Mriehel, was a resounding success.
Twice as much Gran Soleil was sold as was anticipated.
“I was impressed with the universality of Gran Soleil’s appeal among the Maltese,” P. Cutajar & Co.’s marketing director Denis Zammit Cutajar said. “We found that the product was enjoyed by a wide range of people, from young to old and across socio-economic groups. It was also bought from all types of outlets, from supermarkets and confectioners to the smallest corner shop.”
“Ferrero, makers of Rocher and Nutella, conducted focus groups with Maltese consumers and obtained a lot of information which convinced them to repeat the operation with an extended line of products,” he added. The range now comprises delicious tangerine and also passion fruit, in addition to the classic lemon flavour.
“The particular characteristics of the Maltese market – its size, isolation, captive audience and the ability to micro-communicate – enabled Ferrero to obtain valuable research material on how to market this product,” Mr Zammit Cutajar said.
Gran Soleil is not an ice-cream because it is not aerated; and it is not a sorbet but actually something in between. Many consumers found that, apart from Gran Soleil’s delicious taste, it has digestive qualities that make it such a perfect ending to a meal.
“It is so rare to have such a delicious product that actually makes you feel good. This is probably why it was so successful with many people including it in their daily diet,” added Mr Zammit Cutajar.
According to Francesco Oresta of Ferrero: “Ferrero Gran Soleil answers a clear consumer demand: to finish lunch or dinner in a delightful manner, without heaviness, with a high quality speciality that stimulates digestion in a natural and enjoyable way.”
The product, made with genuine ingredients, without colourings or preservatives, is bought in liquid format in a practical, air-tight, sealed container to maintain all the properties and fragrances of its ingredients. It does not need to be refrigerated, but when it is to be consumed it must be shaken well and placed in a home freezer. After about eight hours, it is ready to enjoy.
“We also learned a lot from marketing Gran Soleil last year,” Mr Zammit Cutajar observed, “and therefore we are more prepared.” The local distributor is forecasting an increase in sales, especially with the addition of two new flavours.
“We are excited to have been part of this Ferrero success story from the start.” Mr Zammit Cutajar said. “It is not usual for a distributor to participate so closely in the development of a product.
“Ferrero are constantly working on the development of innovative products that are unique and delicious. The result is a delightful range of little luxuries that we all enjoy throughout the year.”