Ferrerofamous all over the world for its iconic products such as Nutella, the Kinder and Ferrero Rocher egg, has long consolidated its empire in the confectionery sector but now, in a context in which consumers are increasingly attentive to food choices, the giant Di Alba has decided to further diversify its offer.
Ferrero has in fact announced theacquisition of Power Cruncha leading brand in the protein snack sector, from the bio-nutritional research group Inc. We certainly do not speak of fruit, vegetables or whole grains but of a category of products that, at least most of consumers, “sounds” however better and more healthy compared to traditional snacks.
The confectionery giant therefore expands its portfolio, strengthening its presence in the segment of so -called “Better for You” products.
A strategic expansion
Ferrero is often criticized because most of them, if not everything, the food he produces is “junk food”. A recent 2024 study, financed by UNICEF and the APLEDD RESERCH COLLABLE (ARC) of the National Institute for Health Research (NiHR) Oxford and Thames Valley, has shown that 89% of the products of the main food multinationals are classified as not Greetings, with some extreme cases, just like that of Ferrero, in which even 100% of the references are part of the category of unhealthy foods.
The move of entering the protein snack sector is therefore quite strategic, an attempt to turn towards something healthier. In fact, “Better for You” means those food categories considered healthier than traditional products. Usually, these are snacks or foods formulated with natural ingredients, less sugar, less saturated fats, or enriched with beneficial nutrients such as proteins, fibers or vitamins.
The acquisition of Power Crunch seems to be a bit of a response to the growing criticisms and adapt to a more -oriented question towards well -being. This move is part of a wider strategy of Ferrero, which has already invested in different food categories, as shown by the acquisitions of the Fulfil and Eat Natural brands in Europe.
The acquisition does not only concern the products: Ferrero will also detect the Power Crunch office in Irvine, California, integrating about 50 new employees in his North American team. A way to consolidate the presence of the group in the United States, where it has already acquired important brands such as Butterfinger, Baby Ruth, Crunch and Famous Amos, and has strengthened its offer in the ice cream segment with Wells Enterprises.
And in Italy?
In reality, Ferrero has already moved in this sense also in our country. Although the Italian market is traditionally linked to the desserts of this company, the Alba giant has started to diversify its offer also in Italy, focusing on some somewhat different snacks.
For example, the acquisition of brands such as Fulfil and Eat Natural, which has been taking place for some years, has allowed Ferrero to enter the protein snack sector. Fulfil bars, rich in proteins and vitamins, and Eat Natural snacks, based on dried fruit and cereals, are already present in Italian supermarkets.
All this shows how Ferrero is trying to expand his range to adapt to new consumption trends and to conquer new categories of consumers.
