The Ferrero Group, best known in the U.S. for Nutella and golden-wrapped Ferrero Rochers, is expanding its American presence through a series of acquisitions and innovative changes to its core brands. The goal is to better compete with packaged sweets giants like Hershey and Mars.
Since 2018, the Luxembourg-based Ferrero has acquired several iconic sweet packaged food brands, including Halo Top ice cream, Butterfinger candy bar, Keebler cookies, and Power Crunch protein bars. Just last month, it completed a $3.1 billion purchase of WK Kellogg, adding cereals like Frosted Flakes, Froot Loops, and Rice Krispies to its portfolio.
While other food giants are breaking up, Ferrero is focusing on growth through both acquisitions and organic strategies. This approach has led to significant sales growth, reaching $3 billion in the U.S. this year, a four-fold increase from 2018.
The company is aiming to become the largest sweet packaged food company in the U.S., currently dominated by Hershey and Mars. To achieve this goal, Ferrero is investing heavily in marketing campaigns and product innovations. For example, it recently launched new variations of Ferrero Rocher and Butterfinger, as well as Tic Tac Chewy, expanding beyond its traditional offerings.
To increase brand awareness and drive sales, Ferrero is planning a major global marketing campaign during events like the Super Bowl and World Cup. Additionally, the company is investing in manufacturing and logistics to support its growing product range.
Overall, Ferrero’s strategy of strategic acquisitions, innovative product launches, and aggressive marketing campaigns is positioning it as a formidable player in the competitive American sweets market.