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Company: The Ferrero Group

Brand value: US$6,904 million

Headquarter city: Luxembourg

Category: Food & Dairy

Year formed: 1968



The Kinder brand covers a range of chocolate products aimed at children and their health-conscious parents; the original Kinder bar was developed to provide a sweet snack with high milk content in a small portion suitable for little hands. It was developed by entrepreneur Michele Ferrero in Alba, in the Piedmont region of northwest Italy. The brand has become most strongly associated with the Kinder Surprise, a chocolate egg with a surprise plastic toy inside. The distinctive orange and white packaging sets Kinder apart on the shelves, along with its small, individually wrapped portions. The brand is well known across Europe and is expanding rapidly around the world, known for being a quality product with a wide range of variants, including cake-based chocolate snacks. Kinder and parent company Ferrero has been part of the debate in the food industry about the use of palm oil; Ferrero has committed to using only palm oil from sustainable sources, and has joined a movement to end deforestation and restore forest areas damaged by cocoa production. Kinder advertising has a playful theme and focuses on the happiness of children and their families. The brand has a strong connection with sport, and frequently feature athletes in its advertising. “Kinder+Sport” is an international program of social responsibility developed to promote active lifestyles among younger generations. Kinder parent company Ferrero is privately owned and is now based in Luxembourg.