Ferrero Is Buying Its Way Into High Protein, One Regional Brand at a Time
The Nutella and Ferrero Rocher maker owns Power Crunch, Fulfil and Bold Snacks, and keeps them separate from its core candy brands.
The company behind Nutella and Ferrero Rocher is building a protein business, but not under its famous names.
TLDR
- Ferrero owns protein brands Power Crunch in the U.S., Fulfil in the UK and Europe, and Bold Snacks in Brazil.
- It relaunched Power Crunch with a lighter, crunchier recipe.
- It keeps protein brands separate from Ferrero Rocher and Nutella.
- GLP-1 drugs and high cocoa prices are both pushing candy makers toward protein.
The Strategy
Ferrero acquired Power Crunch in early 2025 and has relaunched it, FoodNavigator reported. Instead of building one global protein brand, it buys regional players and lets each keep its own positioning. “This speaks to Ferrero’s sophistication as a marketing powerhouse,” said consultant Filiberto Amati. “Each brand has its own positioning, which dictates the products and innovations it develops.”
Why Not Protein Rocher?
In the EU, at least 20% of a product’s energy must come from protein for a “high-protein” claim. “It’s very hard to get a hazelnut praline to that level and still have it taste like Rocher,” said Elizabeth Thundow of Kline and Company, who sees the protein moves “as part of a longer, deliberate push beyond confectionery.”
“Confectionery manufacturers aren’t just competing against other indulgent offerings,” said Erin Lash of Morningstar.
Why It Matters
Mars, Hershey and Mondelez are all adding protein to snacks, and cocoa costs keep squeezing chocolate margins. Ferrero’s bet is that the protein shopper wants a different brand, not a protein version of the candy they already know.
Source: FoodNavigator. Read the report.