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.