ITALY – Ferrero Group has acquired protein snack company Power Crunch from Bio-Nutritional Research Group in a move aimed at strengthening its presence in the better-for-you snack category.
A report by the company indicated that the acquisition aligns with Ferrero’s ongoing strategy to diversify its product offerings in response to shifting consumer preferences.
Founded in 1996, Power Crunch has built a strong reputation with its range of protein snacks, including wafer bars and high-protein crisps, which were introduced in 2024.
According to Ferrero, integrating Power Crunch into its North American operations will enhance its capabilities in the growing protein snack segment, which has seen increasing demand for nutritious and convenient options.
The company reported that Power Crunch’s team of approximately 50 employees, based in Irvine, California, will also become part of Ferrero’s expanding operations.
Michael Lindsey, president and chief business officer of Ferrero North America, stated that the company’s approach to quality craftsmanship and strategic investment has been a key driver of its success across various product categories.
He added that Ferrero looks forward to applying the same approach to the better-for-you category, starting with the unique offerings developed by Power Crunch.
A report by industry analysts noted that Ferrero’s acquisition of Power Crunch is part of a broader trend in which major food and beverage companies are expanding into health-focused segments.
The company has previously acquired brands such as Fulfil and Eat Natural in Europe as part of its strategy to strengthen its portfolio in the nutritious snack market.
In addition to its focus on health-conscious products, Ferrero has also been expanding its presence in the traditional confectionery and snack sector.
According to reports, the company’s past acquisitions of brands such as Butterfinger and Keebler highlight its efforts to create a diverse portfolio catering to a wide range of consumer tastes.
The transaction, which remains subject to customary closing conditions, is expected to be finalized in the coming weeks.
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