Ferrero, the renowned sweets maker, is making headlines once again with its recent acquisition of Power Crunch from Bio-Nutritional Research. The deal, which was finalized for an undisclosed amount, marks Ferrero’s entry into the protein snacks market. Power Crunch, known for its wafer bars and high-protein crisps, has experienced significant growth in recent years, making it an attractive investment for Ferrero.
As part of the acquisition, Ferrero will be taking over an office in Irvine, California, with approximately 50 employees joining its North American operations. The transaction is expected to close in the coming weeks, further solidifying Ferrero’s presence in the better-for-you category and expanding its footprint in the U.S. market.
This move is in line with Ferrero’s strategy of diversifying its portfolio through strategic acquisitions. In 2018, the company made a splash with the purchase of Nestlé’s U.S. chocolate business, followed by the acquisition of Kellogg’s cookies and fruit snacks business in 2019. More recently, Ferrero added ice cream maker Wells Enterprises to its portfolio in 2022.
While previous acquisitions focused on indulgent treats like cookies, candy, and ice cream, the Power Crunch deal signals Ferrero’s foray into the better-for-you segment. With the growing consumer demand for protein-rich snacks and on-the-go options, Power Crunch’s offerings align perfectly with current market trends.
Michael Lindsey, president and chief business officer of Ferrero North America, expressed excitement about the acquisition, stating, “The quality craftsmanship and thoughtful investment Ferrero applies to our portfolio has driven our success across categories. We look forward to applying the same formula to the better-for-you category.”
Overall, Ferrero’s acquisition of Power Crunch not only expands its product offerings but also positions the company as a key player in the evolving snack market. With a focus on quality, innovation, and consumer trends, Ferrero continues to strengthen its presence in the competitive food industry.
