Ferrero North America is making significant changes to its product lineup to attract U.S. consumers. Announcing its innovative offerings before the Sweets and Snacks Expo, Ferrero is introducing Nutella Peanut, transforming Ferrero Rocher into chocolate squares, and launching Dr Pepper-flavored Tic Tacs. This push marks Ferrero’s largest display of new products, including Butterfinger Marshmallow and Crunch White.
Founded in Italy and now based in Luxembourg, Ferrero entered the U.S. market nearly 50 years ago but has only ramped up investment in the last decade. The company has broadened its portfolio through strategic acquisitions, including Fannie May, Nestlé’s U.S. candies, and Wells Enterprises, making it the third-largest candy company in the U.S., behind Hershey and Mars. Despite this growth, Ferrero’s market share remains modest compared to its competitors.
To gain further traction in the competitive market, Ferrero plans to “Americanize” its iconic brands by tailoring them to local tastes. The new Nutella Peanut will combine the classic flavor with roasted peanuts, while the revamped Ferrero Rocher squares will come in five varieties, available by September.
Additionally, Ferrero is investing $75 million to expand production capabilities at its Franklin Park, Illinois plant for Nutella Peanut and improving operations in Ontario. The company is also sourcing more hazelnuts from Oregon to localize its supply chain, a move that gains relevance amid recent tariffs.
Ferrero’s growth strategy includes a robust marketing plan aimed at major sporting events starting in 2026, showcasing its commitment to becoming a leading player in the U.S. confectionery market. With over 5,000 employees now, Ferrero’s expansion highlights its focus on increasing its presence and appeal in North America.
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