Ferrero UK expands Kinder Bueno range with new five-bar multipack

UK – Ferrero UK is set to strengthen its Kinder Bueno portfolio with the introduction of a new multipack format designed exclusively for the convenience and wholesale channel.

The launch, which began hitting depots from 8 September, features a £1.99 (US$2.71) price-marked pack (PMP) containing five individually wrapped single bars in cardboard packaging. 

Ferrero says the new format delivers the same indulgent taste and texture that have made Kinder Bueno the UK’s number one countline brand, now valued at £89 million (US$121 million) and still growing at +3% over the last 12 weeks, with 77% brand recognition nationwide.

Unlike the existing retail multipacks sold in supermarkets, which contain two-stick bars, this new PMP line is aimed at impulse and top-up shoppers in convenience stores. 

The format is designed to offer value, flexibility, and portion control, while also giving retailers a reliable driver of basket spend.

“Available in two of Kinder Bueno’s most loved flavours, Classic Milk and White Chocolate, this innovation reflects what shoppers are looking for: premium treats in a practical format,” a Ferrero spokesperson explained. 

“By tailoring this specifically for the convenience and wholesale channel, we’re giving local retailers a chance to offer something that really resonates with shoppers. With individually wrapped treats inside a recognisable PMP, we expect it to bring incremental growth to the category.”

The Kinder Bueno T5 x 9 launch is supported by digital activity and point-of-sale activations across depots to boost visibility. 

The PMP will be stocked in major wholesalers, including Bestway, Dhamecha, Parfetts, and Booker.

The announcement comes against the backdrop of consumer frustration over changes to Kinder Bueno’s supermarket multipacks, which were recently reduced from four two-stick bars to three while keeping the £2.30 (US$3.13) price point unchanged. 

That move, widely criticised online as “shrinkflation,” left many loyal fans feeling short-changed on what had long been a lunchbox and snacking staple.

By contrast, the new £1.99 five-bar PMP format for the convenience channel appears designed to restore value perception and reinforce Kinder Bueno’s presence across different retail environments, balancing both supermarket family packs and impulse-friendly formats in local stores.

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