Ferrero China’s first CMO, Xia Qinnan, stated that despite a slight decline, the 90 billion yuan candy market remains a critical battleground for packaged sweets. Kinder launched “Mozzle Chew” toffee, with 12% dairy content and a flowing center, expanding from children’s appeal to young adults, forming a full-category matrix of “chocolate + biscuits + candy” that consistently delivers double-digit growth.

The group’s structure has been upgraded to regional CMO oversight, with Xia’s headquarters “MBA” experience aiding localized implementation. Strategically, Ferrero leverages a dual-driven approach with its Hangzhou R&D center and global resources, introducing over 100 new SKUs annually. The B2B afternoon tea and baking channels are seeing accelerated penetration, with carefully selected new brand introductions. Marketing focuses on everyday surprise scenarios to strengthen consumer stickiness, aiming to position China as Ferrero’s next iconic growth engine.

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