The Nutella maker is reformulating and repackaging the wafer-based protein bar while highlighting its lighter, crispier texture in a crowded protein-snacking market.
Ferrero is revamping its Power Crunch protein bar with a new formula, packaging and brand positioning, as the confectionery giant looks to revive the brand following a period of declining sales.
Acquired by Ferrero from Bio-Nutritional Research in January 2025, Power Crunch was intended to strengthen the company’s presence in the growing better-for-you snacking segment. However, the brand has struggled to gain momentum since the acquisition, with sales falling by double digits in the six months leading up to May, according to Ferrero North America executives.
The latest relaunch includes a rebalancing of ingredients aimed at improving the overall taste and product experience, while retaining the brand’s signature wafer format. The changes were informed by consumer feedback, according to a Ferrero spokesperson.
New look, lighter positioning
Power Crunch is also receiving updated packaging featuring brighter colours, refreshed typography and imagery designed to showcase the product and its ingredients more prominently.
The brand is introducing a new tagline, “A Lighter Way to Protein,” to differentiate itself from the dense and chewy texture common among many protein bars.
Each Power Crunch bar contains between 12 and 14 grams of protein, with the company positioning its crisp wafer texture as a key point of difference.
“Fall is often a season of fresh starts and new routines, making it the perfect moment to reintroduce Power Crunch to consumers,” said Daniel Cutchin, general manager of Power Crunch at Ferrero USA.
Ferrero expands beyond confectionery
The Power Crunch relaunch comes as Ferrero continues to expand its US portfolio beyond its traditional confectionery business.
The company has built a broader presence in snacks and packaged foods through a series of acquisitions, including Nestlé’s US chocolate business for $2.8 billion in 2018, Kellogg’s cookies and fruit snacks business for $1.3 billion in 2019, and WK Kellogg for $3.1 billion in 2025.
Ferrero has also used reformulation and packaging changes to refresh acquired brands. Butterfinger, for example, received ingredient upgrades and new packaging after the acquisition, while Keebler Chips Deluxe was reformulated with natural vanilla and more real chocolate.
With Power Crunch, Ferrero is now applying a similar strategy to its protein-snacking portfolio, seeking to make the brand more relevant as consumers increasingly look for convenient, portable sources of protein.