Wells and Ferrara Partner To Bring Gen-Z Trolli Fans Into New Category
Maintaining brand recognition with strong consumer loyalty now requires more than simply offering new promotions or product flavors. As shopper preferences quickly shift, consumer goods companies are battling at the shelf for relevancy, and as a result, they’re seeking out partnerships that bring consumers into new categories and experiences.
Wells Enterprises recently worked with Ferrara to tap into the Trolli brand and bring over its primarily Gen-Z fans into the frozen category while leveraging the ice cream manufacturer’s innovation capabilities to support the launch.
Also read: Danone & Wells are harnessing consumer data to uncover trends and optimize promotions
According to Isabella Chia, chief marketing officer at Wells, Gen Z represents a major opportunity in the frozen dessert space, with 44% of Gen-Z consumers seeking more variety in frozen treats.
The challenge, however, was taking Trolli’s chewy and gummy texture, along with neon colors and sour flavoring, and translating that into a new frozen format, Chia tells CGT.
Bringing the Pops to Life
Research and development took just over a year from initial product concept to market launch, she says — “a notably accelerated timeline for a frozen format innovation.” The process was completed in Wells’ in-house pilot plant and leaned on the expertise of internal innovation teams to develop its unique texture in a frozen format.
More: Learn how Ferrara centralized its data to better engage with loyal Trolli consumers
The company’s go-to-market strategy was anchored in continuous consumer learning and iterative optimization, says Chia. Wells used its suite of internal research tools to test and refine key product elements such as texture, flavor profile and visual appeal to ensure the product would resonate with Gen Z and stand out in the frozen novelty category.
The goal, she adds, was to maintain the Trolli authenticity while giving fans a new way to experience the brand.
“Trolli Gummi Pops delivers a new-to-world eating experience reminiscent of Sour Brite Crawlers, offering playful textures and flavor intensity in a form that didn’t previously exist in the freezer aisle,” says Chia.
