Ferrero Bulks Up Snacking Portfolio With Acquisition of Power Crunch

Global confectionery giant Ferrero Group is venturing deeper into the better-for-you sector with the proposed acquisition of U.S.-based protein snack purveyor Power Crunch from Bio-Nutritional Research Group, Inc. Terms of the deal were not disclosed.

“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,” said Michael Lindsey, president and chief business officer of Ferrero North America, in a press release.

Founded in 1996, Power Crunch markets a portfolio of Wafer Bars, which contain 12 grams of high-DH hydrolyzed whey protein per serving, and High-Protein Crisps, which have 10 grams of pea protein per serving. The products are sold at retailers nationwide, including Walmart, Wegmans, Target, and 7-Eleven, among others.

As part of the transaction, Ferrero will take over an office site in Irvine, Calif., and approximately 50 employees will join Ferrero Group North America. The deal follows the Tic Tac and Ferrero Rocher maker’s acquisitions of Dublin, Ireland-based protein bar company FULFIL Nutrition in 2022 and U.K.-based granola brand Eat Natural in 2020.

Last year, Ferrero opened its first stateside chocolate processing facility, which is its third globally. Located in Bloomington, Ill., the $75 million project is part of the candy maker’s ongoing expansion aimed at increasing U.S. market share.

Until now, the majority of Ferrero’s stateside acquisitions have targeted indulgences like chocolate, cookies and ice cream. In 2018, the company purchased Nestlé’s U.S. confectionery business for $2.8 billion, putting well-known brands like Butterfinger, BabyRuth and Raisinets under its ownership. The following year, Ferrero acquired the cookie, fruit and fruit-flavored snack, ice cream cone and pie crust businesses from what was then known as the Kellogg Company.

In 2022, the confectionery giant acquired and integrated Wells Enterprises, the maker of ice cream brands Blue Bunny and Halo Top.

The proposed acquisition of Power Crunch, set to close in “the coming weeks,” emphasizes Ferrero’s dedication to expanding its better-for-you offerings, per Friday’s announcement.

Nutrient density and high protein levels are clearly resonating with increasingly health-conscious U.S. consumers. Products in the snack and beverage categories featuring more than 15 grams of protein per serving amount to 70% of the protein supplement categories’ sales volume, according to market researcher SPINS’ 2025 Industry Update & Trends Predictions.

“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 before,” said Kevin Lawrence, founder and CEO of Power Crunch, in a statement.