Ferrero North America is innovating its product lineup to attract more U.S. consumers by introducing new offerings, including Nutella Peanut, Ferrero Rocher squares, and Dr Pepper-flavored Tic Tacs. These announcements come ahead of the Sweets and Snacks Expo in Indianapolis, where they will showcase a record number of new products, including Butterfinger Marshmallow and Crunch White.
Originally founded in Italy, Ferrero has significantly invested in the North American market over the past decade, enhancing its portfolio through acquisitions like Fannie May and Nestlé’s U.S. candy business. Now the third-largest candy company in the U.S., Ferrero trails only Hershey and Mars. Currently holding just 2% of the U.S. chocolate market, it aims to increase its share, especially considering leading brands like Hershey’s Reese’s have double-digit market shares.
Michael Lindsey, president of Ferrero North America, emphasizes the importance of the U.S. market, revealing plans to “Americanize” popular products. The new Ferrero Rocher squares will come in five varieties, including milk, dark, and caramel. Nutella, famous for its hazelnut spread, is adding Nutella Peanut, catering to U.S. tastes and will launch in the spring.
Ferrero is investing $75 million in manufacturing for Nutella Peanut in Illinois and expanding production in Canada. The company is also localizing its hazelnut supply chain by sourcing from Oregon. Additionally, Lindsey hints at a robust marketing campaign featuring Ferrero products during significant sporting events like the Super Bowl and World Cup starting in 2026, reinforcing the company’s commitment to capturing the American consumer’s affection.
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