This is hagelslag or ‘chocolate hail’. Designed by mad Dutchmen as a kids’ treat to put on bread (hint: use plenty of butter or it all falls off), it’s not for the parent who likes clean floors.
Kids’ products usually employ characters, which come with the added bonus of getting your attention by looking at you.
Here Venz is obeying conventional wisdom with a bold, simple brand story and perfect hierarchy of information. Fred & Ed has an illegible logo, no discernible reading order, and looks like it was designed by kids.
But which has more shelf impact? That depends on how we define impact (visibility or engagement), though of course you can ‐ and should ‐ have both.