O-I Glass sees structural growth in non-alcoholic beverages
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Griesson - de Beukelaer (GdB) is giving the Prinzen Roll a comprehensive update with new recipes and a new design. Prinzen Roll Hazelnut, a new product in a 275g roll in landscape format, will also be available from February.
The classic Prinzen Rolle Kakao is now Prinzen Rolle Schoko. Also the packaging changesChoco Duo and wholemeal are to attract more attention on the shelf with their new design.
„The Prinzen Rolle is the original double biscuit and is still the No. 1 biscuit on the German sweet biscuit market after more than 60 years. The trick is to keep the Prinzen Rolle up to date while retaining its character.“
Kathrin Wunderlich, Senior Brand Manager Prinzen Rolle
The new Prinzen Rolle hazelnut variety brings another update. It comes in a 275g roll in landscape format on the shelf. Part of the expanded product range strategy is that from now on Seasonal and limited editions for Christmas, for example. However, the Prinzen Rolle Cremys Choc & Milk variant was recently so popular that it was added to the regular range and is now permanently available on the biscuit shelves.
Germany-wide campaign
Not only through external innovations, but also in the core of the brand GdB the Prinzen Rolle has been re-sharpened. The cult biscuit is getting a comprehensive campaign: Prinzen Rolle will be presented throughout Germany from March with a high-reach TV advert, accompanied by an influencer campaign and additional target group activation online with a reach of over one billion contacts.
At the POS Secondary and large placements The range is presented on half-pallets for additional visibility and purchasing impulses.
Source: Griesson - de Beukelaer
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