Ferrero is entering the UK chocolate tablet category for the first time with a trio of premium chocolate bars under its Ferrero Rocher brand.

Available to convenience retailers from October, Ferrero Rocher tablet will be available in Milk, White and Dark chocolate with an RRP of £2.

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The launch comes as the chocolate tablets segment is growing in value by 7.7% and volume by 7.3%, with premium options driving a significant proportion of this growth.

Ferrero Rocher tablets aim to help retailers meet additional occasions, including the big night in and the festive season, and will be supported by a £2.55m campaign, spanning across TV and in-store theatre to drive awareness and create shopper demand.

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Levi Boorer, customer development director at Ferrero UK & Ireland, said: “As a well-known and instantly recognisable brand, Ferrero Rocher is perfectly placed to bring a premium chocolate tablet bar to the market, encouraging lovers of the brand to try the chocolate in a different way, and tempting traditional chocolate tablet bar shoppers to trade up to something special.

“By entering this segment, we can support retailers in meeting additional occasions. This format allows consumers to enjoy the taste of Ferrero Rocher in a new way – it is perfect for sharing or as a treat. We know that shoppers are emotionally engaged within the confectionery category as the brands help them share special moments with loved ones. This means they are willing to spend more on the products they love in order to treat themselves and others, so it’s important that retailers have a range of well-known brands that meet this demand, while helping to increase spend.”

Ferrero Rocher tablet bars are made with 100% sustainably sourced cocoa and aim to deliver the recognisable tastes and textures of the golden pralines and feature a dome on the top of each square.