Ferrero acquires Power Crunch, enhancing its footprint in the better-for-you snack category
USA – Ferrero Group, the Italian company known for Nutella and Ferrero Rocher, has acquired protein snack company Power Crunch from Bio-Nutritional Research Group.
This move reflects the company’s desire to diversify its product offerings in response to evolving consumer preferences.
As part of the transaction, Ferrero will integrate Power Crunch’s operations and approximately 50 employees based in Irvine, California, into its North American operations.
This integration is expected to enhance Ferrero’s capabilities in the rapidly growing protein snack market, which has seen increased consumer demand for nutritious and convenient options.
Michael Lindsey, President and Chief Business Officer of Ferrero North America, said: “The quality craftsmanship and thoughtful investment Ferrero applies to our portfolio has driven our success across categories.
“We look forward to applying the same formula to the better-for-you category, starting with the distinctive products produced by the exceptional Power Crunch team.”
Founded in 1996, Power Crunch has gained traction with its innovative range of protein snacks, including wafer bars and high-protein crisps, launched in 2024.
Kevin Lawrence, founder and CEO of Power Crunch, stated: “Power Crunch joining Ferrero is an amazing opportunity. The company’s commitment to quality and ambitions in the better-for-you snacks category will help bring Power Crunch to more consumers than ever.”
He added that the acquisition is part of a broader trend within the food and beverage industry, where major players are increasingly targeting the health-focused market segment.
As reported by FoodBev, the acquisition aligns with Ferrero’s strategy to expand its presence in the health-conscious segment, following previous acquisitions of brands like Fulfil and Eat Natural in Europe
In a related development, Ferrero Group is funding ongoing research to develop hazelnut cultivars resistant to eastern filbert blight, a fungal disease that has hampered USA hazelnut production.
The US$170,000 research grant also supports educational initiatives to teach local farmers how to cultivate hazelnuts and develop new cultivars that can thrive in colder climates.
According to Molnar, an associate professor in the Plant Biology Department at Rutgers University, the USA hazelnut industry is almost entirely based in Oregon, which produces 99% of the nation’s crop.
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