With an investment of more than 50 million euros and 120 new hires in Balvano, in the province of Potenza, after eight years of testing, Ferrero is launching Kinder Kinderini and boosting the challenge on the cookie market after the launch four years ago of Nutella Biscuits, with the goal of surpassing 300 million cookies consumed in Italy, almost five per person. "It all started in Basilicata, where we built a new kilometer-long production line with the industrial idea of bringing the new product from Italy to the world and creating jobs in the South. In Balvano 50 percent of production already goes abroad, here we prepare 400,000 quintals of cookies and 200,000 of snacks," says Alessandro d'Este, President and CEO of Ferrero Commercial in Italy, the country where the group has invested about a billion euros in the last five years. With this new launch, the group chaired by Giovanni Ferrero strengthens the breakfast segment - in Italy the market is worth 6.8 billion euros - which the multinational corporation also entered thanks to last year's purchase of frozen-pastry company Fresystem.
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