Candy giant Ferrero adds American twists to Nutella, Ferrero Rocher to fuel U.S. growth

Ferrero Noord -America adds peanuts to its Nutella, turns his Ferrero Rocher bulbs into squares and adds Dr. Pepper taste to Tic TACs, all hoping to win more American consumers.

The pastry chef announced his slate of new products before the annual Sweets and Snacks Expo, which will start on Monday in Indianapolis. The company is planning to display the biggest series of new products ever, such as Butterfinger Marshmallow and Crunch White, during the trade event.

Ferrero, which was founded in Italy but is now located in Luxembourg, arrived in North America almost half a century ago, but the company was only really investing in the market in the last decade. It recently transferred some of its worldwide brands to the US, such as Kinder, the maker of Kinder Buenos and Joy Eggs.

Ferrero has also expanded his American activities through a series of takeovers: Fannie May, Brach's owner Ferrera, Nestle's US Candy Business and Halo Top owner Wells Enterprises. The Nestle deal in particular brought Nerds, Butterfinger and raisins to Ferrero's portfolio.

According to Evercore Isi, Ferrero has grown into the third largest American candy company, which only chases Hershey and Mars. But to close the gap, it still has a lot to cover. Ferrero RocheR held 2% of American chocolate market share in the 12 weeks ending on April 6” According to the bank, with reference to Circana data. That is far below the double digit share that is held by Hershey's namesake Candy and Reese's, as well as Mars' M & Ms.

“[Executive chair] Mr. Ferrero has been very clear: the US is the largest market in the world, it is the most important market in the world. We will win in the US, “Michael Lindsay, president and Chief Business Officer of Ferrero Noord -America, told CNBC.

While publicly traded candy companies such as Hershey And Mondelez I have seen the sales battle in recent months, the American business of Ferrero saw a growth of 3.4% dollar in the 52 weeks ending on April 20, according to the company. The private parent company saw an increase of 8.9% in the turnover or turnover-in the tax year ending on August 31, Ferrero unveiled.

Now the company focuses on organic growth through innovation that is intended to speak specifically against American consumers.

“At a certain moment you have to reach the next level of love with the American consumer,” said Lindsay. “In a very simple way, our strategy is to take this global power brands, or the recently taken over American power brands, and then to introduce an American turn to them that the consumer has never seen here and will hopefully keep it.”

Ferrero is planning to bring American turns to many of its largest products.

His iconic Ferrero Rocher Candy will transform into squares with a chocolate shell, hazelnuts and a creamy filling. The product comes in at least five varieties – milk, dark, white, caramel and various – and will be in the shelves in September.

Ferrero Rocher is not the only brand that gets a dramatic addition.

For the first time in six decades, Nutella introduces a new taste: Nutella Peanut. The spread combines the taste of classic Nutella's cocoa and hazelnut with roasted peanuts. Next spring it will be supermarket boards.

While the product is first launched in the US, Lindsay said that he is already calling from international colleagues enthusiastic about the new taste.

“I assume it will do extremely well, and as soon as we are able, we will ship something abroad,” he said.

Given existing preferences for both peanuts and Nutella, Lindsay expects Nutella Peanut to be a huge hit in Southeast Asia and the Persian Gulf. According to Lindsay, Saudi Arabia has the highest consumption per head of the population in the world.

Ferrero is investing $ 75 million to support Nutella Peanut production in his existing factory in Franklin Park, Illinois. The company is also expanding a production plant in Ontario, Canada to support the production of Ferrero Rocher Chocolate Squares and Nutella cookies.

Ferrero also grows hazelnuts in Oregon while it is about locating his supply chain for the note, an important ingredient for both Nutella and Ferrero Rocher.

The investments of the company in his North -American supply chain were in force before the rates of the Trump administration in dozens of countries, but the timing is coincidental.

“This has been going on for several years and has been part of our long -term strategy for Mr Ferrero when he entered the American market about 10 to 15 years ago … Of course, recent events made it even more important that we locate the supply chain,” said Lindsay, and added that the company grew up more than 5,000 today.

And Ferrero's American investments are not limited to the supply chain. Lindsay said that the company intends to “go very big” to market his brands.

“In fact, without spoiling it too much, you can expect you to see us in the largest sporting events in the world, from next year, in Let's Say, February of '26 and then also in the summer of '26,” he said, hinting on marketing pushes during the Super Bowl and the World Cup.

After all, what is more American than football?