Ferrero North America is introducing innovative products aimed at capturing a larger share of the U.S. market, which includes adding peanuts to Nutella, transforming Ferrero Rocher candies into squares, and introducing Dr Pepper-flavored Tic Tacs. These announcements were made prior to the annual Sweets and Snacks Expo in Indianapolis, where Ferrero plans to showcase its most extensive lineup of new products, including Butterfinger Marshmallow and Crunch White.
Founded in Italy and now headquartered in Luxembourg, Ferrero has significantly invested in the North American market over the past decade. The company has acquired several notable brands, including Fannie May and Nestlé’s U.S. candy business, which has helped it grow into the third-largest U.S. candy company, behind Hershey and Mars. However, Ferrero Rocher holds just a 2% share of the U.S. chocolate market, compared to double-digit shares held by competitors.
Michael Lindsey, president of Ferrero North America, emphasizes the significance of the U.S. market and the company’s ambition to succeed, noting that their strategy involves “Americanizing” global brands to resonate with local consumers. Forexample, Nutella will soon feature a new flavor—Nutella Peanut—mixing classic cocoa and hazelnut with roasted peanuts, set to launch in spring, initially in the U.S. This product is expected to resonate well not only domestically but also abroad, particularly in regions with high Nutella consumption, such as Southeast Asia and the Persian Gulf.
Additionally, Ferrero is investing $75 million to manufacture Nutella Peanut at its facility in Franklin Park, Illinois, and is expanding a plant in Ontario for producing Ferrero Rocher squares and Nutella Biscuits. In a bid to localize its supply chain, Ferrero is sourcing hazelnuts from Oregon, a strategy that predates recent tariff changes but has become increasingly essential.
Ferrero’s investment extends beyond production, as the company plans to ramp up its marketing efforts, aiming to make significant appearances in major sporting events starting in 2026, such as the Super Bowl and the World Cup. As Lindsey notes, this approach is aimed at deepening its relationship with American consumers and ultimately enhancing brand visibility and sales growth in the competitive U.S. candy market.
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