US: Ferrero launches dark chocolate range
Confectionery group Ferrero has launched a brand of dark chocolates in the US called Ferrero Rondnoir.
The line, which will be available in stores from November, will have suggested retail prices ranging from $1.09 for a 1oz pack to $3.29 for a 4.2oz pack.
"As American consumers continue to upgrade in their quality and taste expectations across many food categories, the chocolate category has been no different," said Don Stohrer, category manager, premium chocolates at Ferrero USA.
"We wanted to introduce a premium dark chocolate brand that is just as irresistible as Ferrero Rocher chocolates."
To support the launch, the Italian-based chocolate company is collaborating with Share Our Strength, one of the leading organisations working to combat childhood hunger in the US, and iVillage, the leading online destination for women. These campaigns will begin in early autumn and continue throughout 2008, Ferrero said.
Ferrero will also back the launch with national TV advertising, in-store retail promotions, an online word of mouth campaign and nationwide PR activities.
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