Ferrero has announced the acquisition of Power Crunch, a protein snacks brand known for its wafer bars and high-protein crisps, from Bio-Nutritional Research. The deal, set to close in the coming weeks, will include Power Crunch’s Irvine, California office and its team of approximately 50 employees. While the financial terms remain undisclosed, the acquisition marks Ferrero’s continued expansion into the better-for-you snack category and bolsters its footprint in the U.S. market.
Power Crunch is the latest addition to Ferrero’s portfolio, which has grown significantly through strategic acquisitions since 2018. Ferrero’s journey in the U.S. began with its well-known products like Nutella, Ferrero Rocher, and Tic Tac but expanded dramatically after the $2.8 billion purchase of Nestlé’s U.S. chocolate business. This was followed by the acquisition of Kellogg’s cookies and fruit snacks division in 2019 and Wells Enterprises, an ice cream maker, in 2022.
Unlike Ferrero’s earlier acquisitions focused on indulgent treats, Power Crunch provides an entry into the growing protein snack segment, which aligns with rising consumer demand for health-conscious and on-the-go options.
Michael Lindsey, president and chief business officer of Ferrero North America, emphasized the company’s commitment to maintaining quality and innovation in its expanding portfolio. “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,” he stated.
This move positions Ferrero to capture a larger share of the evolving snack market, combining its expertise in indulgent treats with the growing appeal of functional, protein-packed products.