How Nerds Gummy Clusters Became a Sweet Success Story
When Ferrero acquired Nestlé’s candy business for almost $3 billion in 2018, it gained popular brands like Butterfinger, Baby Ruth, and 100 Grand. However, it’s Nerds, a brand often overlooked by its previous owner, that has emerged as a standout success story.
Nerds is projected to surpass $900 million in sales this year, marking a staggering 1,700% increase from its initial $50 million in sales when it joined Ferrara, a company under Ferrero’s umbrella.
The remarkable growth of Nerds can be attributed to the introduction of Nerds Gummy Clusters, a significant innovation for the brand. These gummy clusters have become the top sugar confection in the market, surpassing Skittles, according to Ferrara.
Katie Duffy, vice president of global brands at Ferrara, expressed surprise at the rapid success of Nerds Gummy Clusters, highlighting how consumer feedback initially posed challenges that were overcome through strategic adjustments.
Despite being a 35-year-old brand with minimal marketing and innovation, Nerds found a new lease on life with the introduction of Gummy Clusters. The product’s popularity extends beyond traditional demographics, attracting consumers in diverse settings such as movie theaters, airports, and even among athletes.
Looking ahead, Ferrara plans to expand the Nerds brand further by introducing new variations of Gummy Clusters and exploring international markets. The upcoming launch of Nerds Juicy Gummy Clusters promises to build on the brand’s momentum with a unique twist on the eating experience.