Video: Does Biscocrema copy Nutella Biscuits? Barilla can explain to you
2024 Author: Cody Thornton | [email protected]. Last modified: 2023-12-16 12:26
How how? What are you saying? The new ones Biscocrema remind you so much (but very much) of i Nutella Biscuits? Not at all, ill-thinkers: Barilla can explain everything to you. And he did so, in fact, through the voice of Julia Scwoerer, Mulino Bianco's vice president of marketing, who specified that the launch of Biscocrema "is not a response to the competition, but a natural strategy for the expansion of the brand that we have been doing for years. ".
Ah here. And we who had thought that launching a shortcrust pastry biscuit with cocoa, filled with Pan di Stelle cream, was just a response to the launch of shortcrust biscuits filled with Nutella. Then, to be honest, Nutella Biscuits already seemed to us an answer (albeit very powerful) to Mulino Bianco Baiocchi, so much so that we had done a comparative tasting to decide which was the better of the two.
Yet we have seen it wrong: there is no war in progress, despite the powerful launch carried out by Ferrero for what is, in fact, the first "house" biscuit, with which the Alba confectionery multinational officially enters a market dominated by Mulino Bianco (aka Barilla).
No competition, we said, but we wonder why a giant company like Barilla offers apparently new products but which inevitably remind everyone of Ferrero products? It had already happened with the Pan di Stelle cream that - perhaps contrary to what the company wanted - the alternative to Nutella was launched, complete with headlines in all sector newspapers and beyond. And it happens again today, with a new biscuit that - we would like to say - has little to do with the core products of the brand which, as Julia Schwoerer herself tells Sole 24 Ore, are mostly shortbread for breakfast: " In 2019 the turnover of the Pan di Stelle line reached 100 million with an increase of 50% on 2018 and they are in second place among the best sellers after Gocciole ". Yet here is a crazy product, ready to attack the market for "rich biscuits" (those with creams inside) of which Nutella Biscuits aim to become absolute leaders.
Nothing wrong with that, mind you, trade is trade and companies have always chased each other. As long as - and we ask you please - you do not come and tell us that any reference to actually existing facts and people is completely coincidental, and that there is no commercial competition taking place. Also because, dear friends of Barilla, competition is the very soul of commerce. And that's what guarantees us to have a solution (Biscocrema, which I can't wait to officially welcome in my cart) to supermarket shelves where Nutella Biscuits are rarer than a man who goes shopping and comes out without having bought all the superfluous possible.
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