Jamie Spencer
Ferrero North America is pushing forward with a bold strategy to win over more U.S. consumers by introducing innovative products and expanding its presence in the market. The company revealed several new offerings ahead of the Sweets and Snacks Expo, including Nutella Peanut, Ferrero Rocher chocolate squares, and a new flavor for Tic Tacs, all designed to appeal specifically to American tastes.
Innovating for U.S. Consumers
As part of its strategy to gain market share in the highly competitive U.S. candy market, Ferrero is transforming some of its iconic products. Ferrero Rocher will now be available in square form with a variety of flavors, including milk, dark, white, caramel, and assorted. This new shape and flavor innovation is expected to hit shelves by September 2025.
Nutella Peanut: A New Flavor
The biggest product launch is Nutella Peanut, which combines the classic Nutella cocoa and hazelnut flavor with roasted peanuts. This new flavor will be available in the U.S. first, with plans to expand globally after it’s proven successful. Ferrero expects Nutella Peanut to perform well, particularly in regions like Southeast Asia and the Persian Gulf, where Nutella has a huge following.
Strategic Expansion and Investments
In addition to product innovation, Ferrero is heavily investing in its North American operations. The company is investing $75 million to support Nutella Peanut production at its Franklin Park, Illinois facility. Additionally, Ferrero is expanding its Canadian plant to increase production capacity for Ferrero Rocher chocolate squares and Nutella Biscuits. The company is also sourcing hazelnuts locally from Oregon as part of its effort to localize its supply chain.
Responding to Market Conditions
Ferrero’s decision to localize its supply chain predates the recent U.S. tariffs, but the timing is advantageous. The company’s long-term strategy, which has seen it grow from 300 U.S. employees to over 5,000 today, is now more crucial than ever. Ferrero’s ability to adapt its operations to the challenges presented by tariffs and global market shifts positions it well to continue its U.S. expansion.
Future Marketing Push
Looking ahead, Ferrero plans a major marketing push for its brands. Starting in 2026, the company intends to make a big splash during the Super Bowl and the World Cup, among other global events, further solidifying its presence in the U.S. market.
