ADVERTORIAL
In the ever-evolving food and grocery landscape, the focus on health and wellbeing continues to grow among Australian consumers. As families seek to balance their diets and lifestyles, confectionery companies have a role to play in supporting these consumers as they make decisions throughout the day.
Many companies within the confectionery industry are adapting to meet the changing needs of modern consumers, responding with innovative approaches to responsible consumption, portion control, and encouraging active lifestyles.
For the family-owned Ferrero Group, many of these new approaches are embedded in the business’s DNA. Small portions have existed since the beginning, and Ferrero embraces balance, believing that if small treats create moments of joy in everyday life, then the quality of these treats is paramount.
Responsible consumption
One of the most significant trends in the confectionery sector is the emphasis on responsible consumption.
Leading confectionery brands such as Ferrero’s are increasingly considering product size and packaging to assist consumers in making choices about what they eat. More than 90 per cent of Ferrero’s products come in small portions, are individually wrapped and clearly labelled. This approach to responsible consumption respects consumers’ choices, by giving them clear information to make their own choices in managing their daily energy needs within their overall diet.
The company has voluntarily implemented a 250-kcal limit on all single-serve chocolates globally, while in Australia, Ferrero’s product range is offered in individual portions weighing between 5g and 25g.
“We believe life is about balance, and treats should create those special moments of enjoyment,” Ferrero Australia Managing Director Massimo D’Ambrosio said.
“By focusing on quality ingredients, combined in such a way to offer a unique taste experience, small portions can feel satisfying.”
Kinder Surprise and Kinder Joy are available in 20g portions, containing just 110-kcal (or 450kj) per portion. Ferrero’s premium chocolate range, including Ferrero Rocher, Raffaello and Ferrero Collection, has been designed specifically for gifting and sharing. This commitment to portion control helps consumers make informed choices and ensure that treats remain just that – treats.
Responsible communications
Another key trend is the evolution of how brands responsibly market their products and use transparent labelling to help consumers make appropriate and informed choices about what they buy and consume.
Clear nutritional guidance on product labels is becoming standard practice globally. As members of international food and beverage alliances, including the International Food & Beverage Alliance (IFBA), many multinationals are committed to providing nutritional information on pack to allow consumers to make informed decisions about their dietary choices. IFBA’s Global Responsible Marketing Policy and the EU Pledge guide responsible marketing efforts.
Locally, Australian food regulations require all packaged food to provide a nutrition information panel (NIP) which includes guidance on serving sizes. NIPs provide information on the average amount of energy, protein, fat, saturated fat, carbohydrate, sugars and sodium.
Many leading confectionery players, including Ferrero, have advocated for a strong, responsible and effective Food and Beverage Code when it comes to marketing communications, and actively participate in the industry’s BeTreatwise initiative to promote responsible enjoyment of confectionery products.
As a leader in confectionery products for families, Ferrero’s marketing communications speak directly to those over 15 years of age, particularly parents, and always depict their products being consumed in moderation.
Encouraging active lifestyles
The importance of active lifestyles is also recognised within the confectionery industry.
Ferrero’s Joy of moving program is one of its kind, designed to encourage physical activity and play among children, fostering a positive attitude towards movement. The global project aims to develop motor skills, cognitive function, creativity, and life skills through engaging and non-competitive activities. Since its inception nearly 20 years ago, the research-backed initiative has involved more than 60 million children across 34 countries.
In Australia, a unique partnership with Monash University is strengthening the global program by both studying the impact of movement on children’s mental health and equipping practitioners with new programs to teach children skills that help regulate emotions through moment.
Professor of Clinical Psychology at Monash University and head of the Joy of moving program in Australia, Nicole Rinehart attributes the success of the program to the collaboration between industry, academia and educators to deliver community benefit at scale.
“Bringing together research, industry and philanthropy allows us to put insights ‘into the hands of society’, creating a united effort where emotional literacy and physical activity can be used to give children of all abilities the tools to support their own development,” Prof. Rinehart said.
“As a clinical psychologist, I can work to improve the mental health and emotional literacy of four children a week in my practice – through the Joy of moving, we can reach hundreds of children in every school across Australia.”
The program’s inclusivity is one of its key strengths, as it has been shared with thousands of students and their educators in both mainstream and specialist school settings, supporting children of all abilities.
“From a small family pastry shop to some of the world’s most loved brands. Ferrero, quality at heart.”
A commitment to quality
Unique to Ferrero is a commitment to quality and excellence that has been part of the business since its beginning in 1946.
This dedication is reflected in every aspect of product development, from the careful selection of ingredients and ambitious sustainability goals to ensure those ingredients are sourced responsibly, to the meticulous craftsmanship involved in creating each treat. Ferrero treats ingredients as diamonds, studying and caring for them to unlock the best possible taste experience in every product.
Each bite of Ferrero chocolate is designed to be a multi-sensory journey, with a complex taste profile that encourages consumers to savour each moment. The science of chocolate, including its melt rate and texture, plays a crucial role in delivering this luxurious experience.
“The uniqueness of Ferrero Rocher is the result of much more than its ingredients,” said Flavio Roccia, Ferrero’s Head of Product Observatory and an expert taster of Ferrero Rocher for nearly three decades. “Our responsibility is to check the right balance of the contrasting ingredients, their aroma, texture and taste … to guarantee that Ferrero Rocher is a quality multi-sensory experience.”
The focus on quality ingredients, nurtured and sourced from carefully selected suppliers and farmers, continues to drive Ferrero’s commitment to transparency and accountability in their supply chains. Responsible sourcing practices are a non-negotiable requirement, with the company participating in third party certification systems and partnering with NGOs to make a positive difference in their supply chain, benefiting farmers and their communities while protecting the environment.
As Australian families’ focus on balanced diets and active lifestyles continues to grow, the confectionery industry’s thoughtful approach to product development and marketing not only enhances consumer trust but also sets a trend for the future. In the competitive landscape of food and grocery, these practices ensure that every treat is a moment of joy, enjoyed responsibly.
Discover more at ferrero.com.
