DUBAI – In a statement, Ferrero Gulf’s newly appointed Regional Managing Director, Mauro De Felip, said that the company is set to double its size in the GCC region in the next five years. The leading sweets manufacturer recently inaugurated its offices in Dubai.
“In the GCC, Ferrero has doubled its size since 2020 and have plans to do the same in the next 5 years. I am also proud to say that, across the region, we’re among the top three players in the sweet-packaged food category and, over the last decade, have continued to gain market share year-on-year.”
The recent appointment marks the beginning of a new chapter for Mauro in his Ferrero journey. Prior to this role, he served a seven-year tenure as Managing Director for Ferrero China.
“The GCC is obviously a vastly different market, with its own intricacies and cultural nuances. Being here on the ground for a few months, I have already gained a deep understanding of the regional landscape and seen first-hand how fast-evolving and dynamic of a market it really it is. With this in mind, I am excited at the opportunities that lie ahead and especially thrilled at the prospect of unlocking new strategies for the business’ long-term success,” explained Mauro.
Regional growth
While commenting on Ferrero’s strong growth in recent years across the region, he said, “In terms of our recipe for success, I will first touch on our expanding regional presence and begin with a fact that many people may not know: The history of the Ferrero Group is the story of a tenacious Italian – and Piedmontese, specifically – family and their success through three generations. It all began in the 1940s and today, the Group has 39 much-loved brands such as Kinder, Nutella, Ferrero Rocher, and Tic Tac sold in more than 170 countries.”
Mauro continued, “If we look at our regional footprint in the GCC, since we first set up a business unit for Ferrero in Dubai many years ago, we have established a full-fledged operation tasked to overlook a number of key markets and retail sales. We are also proud to have grown from an organization of 12 to one of over 400 with offices in the UAE, Kuwait and Saudi Arabia. At Ferrero, our people are at the heart of everything we do. That is why we work hard to empower and create value for everyone that touches our business.”
When asked about significant turning points in Ferrero’s regional growth story, Mauro responded, “A key milestone in our growth story has been the creation of important strategic partnerships – in the form of joint ventures – in key markets.
“These partnerships – first in the UAE with Al Seer Group in 2018 then in Kuwait with Al Bustan Al Khaleeji (BK) and more recently in Saudi Arabia with Ismail Abudawood – were a culmination of longstanding relationships with our distributors. Thanks to these joint ventures, we are now able to have a direct channel of distribution in these markets – which charts an important pathway for broader business opportunities.”
“In fact, for Ferrero, creativity and innovation are a state of mind: we are defined by the quality of our ideas and our desire to keep bringing exciting products to our GCC consumers,” said Mauro.
“Our team of experts – chocolatiers, confectioners, chefs, and more – are passionate about testing different variations so they can deliver excellence in every treat. I’ll give you an example: the creation of Nutella Biscuit, which we launched across the region in 2022, was a true 360 collaboration and took 10 years to develop.”
New products, new categories
On innovation Mauro added, “When it comes to innovation, we have a robust pipeline planned for this market. We are actually launching Ferrero Ice Cream across the region this April. This exciting product will give GCC consumers the chance to enjoy the unique taste of our beloved products in the form of ice cream – for special moments of indulgence. The launch also marks our first entry into that specific category – a move that is sure to further fuel our success in this part of the world.”
With regards to his outlook for the future, Mauro reiterated Ferrero’s recipe for success to date, “These are the fundamental forces that have shaped our past and will continue to steer our business moving forward. I couldn’t be prouder to sit at Ferrero Gulf’s helm in this crucial moment in the organization’s growth path,” he added.
Ferrero Gulf recently inaugurated their new offices in Dubai, UAE, about which Mauro said, “Ferrero has always been synonymous with quality, innovation, and a pursuit of excellence. As we inaugurate our new offices in Dubai, we are not just creating a physical space here but, more importantly, a hub that embodies our values and aspirations.”
He added, "The establishment of our presence here further solidifies our unwavering commitment to delivering the highest quality products and unparalleled experiences to our valued customers. It also symbolizes our dedication to expanding our footprint in the dynamic and growing markets of the Gulf region.”
Italian at heart
Mauro said, “At Ferrero, we strive for excellence with our passion for quality and extraordinary craftsmanship. We are constantly exploring new ways to create products that celebrate togetherness and meet the evolving needs of consumers. It is all about bringing joy to people by delighting and surprising them with delicious products. This belief has shaped our Ferrero family for generations, unites us today and will continue to inspire us. We know what brings consumers joy and that’s how we continue to be part of gifting and moments of celebration around the world. I also believe that consumers in the GCC sense the passion that we have for food.
“After all, we are Italian at heart and that means we bring the Italian appreciation for food to our work. This passion for gastronomic excellence has inspired us since our beginnings in Alba in 1946. Of course, what’s great about having a diverse portfolio is that each of our products appeals to a respective target audience and is sought-after amongst that demographic.
“Nutella, for example, is very strong with families. In fact, it actually has the highest household penetration globally in Saudi Arabia. As for the chocolate for kids category, Kinder brands, like Kinder Joy, are top-ranked. Kinder Bueno is also a very popular snack among Arab millennials. Same with Nutella Biscuits. Then we have Ferrero Rocher: the number one boxed chocolate sold in the GCC in Ramadan.
“At Ferrero, we believe that this sort of varied demand is a result of our deep knowledge of local consumer behaviors. We understand the very criteria that drive and affect the purchasing decisions of GCC consumers. We know they are well-informed. We know that they are searching for superior quality and unique products. We know they crave a powerful emotional connection with brands.
That is what defines the Ferrero consumer. And that is what we aim to provide them with through our range of products,” concluded Mauro.
