Ferrero expands its snacking portfolio with US-based Power Crunch acquisition
Ferrero Group has signed an agreement to acquire Power Crunch from Bio-Nutritional Research Group, Inc. Pic: Ferrero
A significant strategic move has been delivered by the Ferrero group, as it confirms the acquisition of US-based snacking business, Power Crunch, from Bio-Nutritional Research Group, Inc, writes Neill Barston.
The move, for an undisclosed sum, comes amid a period of continued growth for the Italian-founded business in the region, including enhancing both its manufacturing and distribution capabilities within America over the past few years.
Created in 1996, Power Crunch has seen strong growth recently driven by its portfolio of popular protein snacks, including a variety of wafer bars as well as high-protein crisps, which launched in 2024. The deal is subject to standard completion regulations, and is expected to be concluded within the next few weeks.
As part of the transaction, Ferrero will take over a key office site for the newly acquired company in Irvine California, with approximately 50 employees joining the Ferrero Group in North America.
“We’re thrilled to welcome Power Crunch to the Ferrero family and our ever-expanding portfolio of products in the U.S.,” said Michael Lindsey, President and Chief Business Officer of Ferrero North America. “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.”
“Power Crunch joining Ferrero is an amazing opportunity,” said Kevin Lawrence, Power Crunch Founder and CEO. “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.”
As Ferrero observed, the acquisition further supports its expansion in the better-for-you product category, following the acquisitions of FULFIL and Eat Natural in Europe. It also is the latest in a series of acquisitions growing Ferrero’s footprint in the U.S., following the integration of everyday chocolate brands Butterfinger, Baby Ruth, and CRUNCH as well as cookie brands Keebler, Famous Amos, and Mother’s. Iowa-based ice cream company Wells Enterprises joined Ferrero Group three years ago.
