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At Ferrero, innovation is and always has been a key driver of our growth. Over the past five decades, globally, we have created innovative products that have become, over time, true icons of the chocolate confectionary sector.
Moving forward, we will continue to focus on innovation globally and regionally where it is set to play a pivotal role in our growth path.
The majority of Ferrero products were first introduced in the GCC region more than three decades ago.
Today, Ferrero’s story in the Gulf continues to be defined by new launches. In recent years, a number of new products have been introduced to the market including Kinder Delice, Kinder Happy Hippo, Kinder Creamy and Kinder Cards.
Our History
Ferrero began its story in the little town of Alba in Piedmont, Italy, in 1946.
Almost seven decades later, in 2015, a regional business unit for Ferrero was set up for the GCC in Dubai, United Arab Emirates.
Today, while Ferrero’s regional GCC headquarters are based in Dubai, the company also has offices in Kuwait and in Jeddah, Saudi Arabia. In addition, the organization has grown from 12 employees in 2015 to over 400 in 2022.
Over the years, at Ferrero Gulf, we have remained unwaveringly committed to providing our consumers with high-quality products from brands such as Nutella, Kinder, Ferrero Rocher, Raffaello and Tic Tac.
In addition, as part of our plan to lay the groundwork for business success in the region, we at Ferrero have since 2018 created a number of joint ventures (JV) in key GCC markets. Ferrero’s first-ever JV in the Gulf was with Al Seer Group in Dubai & and Northern Emirates. A year later, the company partnered up with Al Bustan Al Khaleej (BK) in Kuwait.
In the beginning of 2022, in the Kingdom of Saudi Arabia, we formed a JV agreement with Ismail Abudawood Trading Company.
Delivering Innovation Through Our Brands
Quality at the Heart of Everything We Do
At Ferrero, we are passionate about the quality of our products.
With this in mind, we believe that our success in the GCC attests to the quality and freshness of our products and our ability to adapt and respond quickly to the demands of different markets.
We have a deep understanding of the needs of local consumers and accordingly are able to create rich interactions between them and our respective brands.
We truly believe that it is the purposeful positioning of our brands that makes them resonate with local consumers emotionally.
Growing Responsibly in the GCC
Small Portion Sizes
Ferrero products provide pleasure and joy for consumers in more than 170 countries. Ensuring they meet the highest standards of safety and quality and that they are consumed responsibly, as part of a balanced diet within an active lifestyle, is part of our sustainability journey.
At Ferrero, our approach to nutrition is based on three pillars: a balanced diet, moderate consumption and regular physical activity – all of our products are made and marketed with these ideas in mind.
Across Gulf markets, 90% of Ferrero products are sold in portions weighing less than 25 g and over 95% of marketed volumes are sold in portions providing less than 150 kcal. This caloric limit allows consumers to enjoy Ferrero products in different eating occasions throughout the day and as part of a balanced diet containing other food groups such as fruits, milk and dairy products, cereals and wheat-based products.
The role of nutrition, diet and movement is key in achieving a healthy and active lifestyle.
Physically Active Lifestyles
In line with this, Ferrero’s Kinder Joy of Moving – the Group’s international social responsibility project – aims to bring the joy of movement into the life of every child by promoting physical activity and an active lifestyle in an easy, engaging and joyful way. At the heart of the project is the strong belief that a positive attitude towards movement will make today’s children, better adults tomorrow.
As part of our commitment to encouraging physically active lifestyles, in 2019, Ferrero joined forces with Saudi Arabia’s Ministry of Health and Education launch Kinder Joy of Moving across the Kingdom. Thanks to our strategic partnership, Kinder Joy of Moving became embedded in the national curriculum of primary schools in major cities including Jeddah, Riyadh and Dammam.
Marketing
From a marketing communications front, we are also committed to acting responsibly when it comes to our products. As a group commitment, we apply the IFBA Global Responsible Marketing Policy. This means that at a global level we do not advertise any our food products to audiences primarily composed of children under the age of 13 on TV, radio, print, cinema, online (including Company-owned websites and social media), DVD/ CD-ROM, direct marketing, product placement, interactive games, outdoor marketing, mobile and SMS marketing.
Regionally, we, as Ferrero, have signed the voluntary ‘GCC Food & Beverage Alliance Marketing to Children Pledge’ with the Saudi Food and Drug Authority (SFDA) committing not to advertise to kids under 13 years old.