Ferrero growth and innovation: summary
- Ferrero reports €19.3bn sales driven by acquisitions and factory investments
- Nutella Plant-Based launches across Europe leveraging vegan trends and accreditation
- Ferrero expands into ice cream candy bars using Wells collaboration
- Sugar-free Tic Tac Two debuts globally with larger dual-flavour pieces
- Power Crunch acquisition strengthens Ferrero’s protein strategy and healthier snacking ambitions
Italian confectioner Ferrero Group is celebrating another year of steady growth, reporting €19.3bn in sales for the 12 months ending 31 August 2025 – a 4.6% increase on the previous year.
And it’s been a busy period. The headline moment was the major acquisition of WK Kellogg Co’s cereal business, which closed shortly after the end of the financial year. The company also made several big strategic moves: expanding its Canadian plant to produce Nutella Biscuits locally, opening a new Kinder Bueno factory in the US, and investing in upgrades at the world’s largest Nutella factory in France.
Factory investments, acquisitions, and entry into new markets have all underpinned Ferrero’s growth. But product innovation remains central to its strategy, with five notable launches and developments helping drive momentum. Here they are:
Plant-based Nutella
In FY24/25, Ferrero made headlines with the expansion of its most iconic brand: Nutella.
A new variant, Nutella Plant Based, is completely free from dairy – as its name suggests. Instead of milk powder, the new product contains plant-based ingredients like chickpeas and rice syrup, but Ferrero says it delivers the same “unmistakable Nutella experience”.
It hit shelves in Nutella’s 60th year with applause from groups like the Vegetarian Society – meeting its “strict criteria” for vegan accreditation.
Nutella Plant Based is being progressively rolled out across key European markets, including member states, the UK, and selected markets in Central and Eastern Europe.
Turning candy into ice cream
When Ferrero group acquired Wells Enterprises in 2022, it added a diverse range of ice cream brands to its portfolio, including Blue Bunny, Blue Ribbon Classics, Bomb Pop and Halo Top.
Fast forward to 2025, and Ferrero North America worked closely with Wells to collaborate on a line of ice cream bars based on pre-existing iconic candy bars Butterfinger, Baby Ruth, and 100 Grand.
The move was informed by consumer insights, which suggest candy buyers are significantly more likely to buy ice cream candy bars. “These new ice cream candy bars are the perfect option for candy and ice cream enthusiasts alike,” said Isabella Chia, chief marketing officer at Wells, at the time.
Tic Tac, but sugar-free
The primary ingredient in Ferrero’s Tic Tac is sugar. So it’s big news that the global confectionery giant has developed a line of Tic Tac products that are completely sugar-free.
Rather than stick to the classic format, Ferrero chose to launch its sugar-free offerings in a dual-flavour range. Each sugar-free Tic Tac “pill” is also twice as big as the classic sweet.
Ferrero has developed three flavour combinations: raspberry & lemon, fresh & mild spearmint, and strawberry & lime. The products are being progressively rolled out across major European markets including the EU, as well as Central and European countries.
“Tic Tac Two” is also being introduced in some international markets, such as Australia, Brazil and Ireland, as well as across global travel retail locations in Europe, the Middle East, Asia, and the Americas.
A move into high-protein snacks
Protein is all the rage, with seemingly every category getting a high-protein glow-up – from cereal to sodas, ice cream to crisps. It’s understandable that confectionery major Ferrero also wants a piece of the high-protein pie.
The move into high-protein snacks comes in the form of an acquisition. One year ago, Ferrero bought the Power Crunch brand in the US from Bio-Nutritional Research Group. The business sells wafer bars as well as high-protein crisps, and according to Ferrero has seen “strong growth” in recent years.
The acquisition supports Ferrero’s new strategy to drive healthier snack sales around the globe. “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,” said Michael Lindsey, president and chief business officer of Ferrero North America at the time.
Frozen bakery foray for Nutella
For most of its 60-year history, Nutella branding has been used almost exclusively for the famed chocolate hazelnut spread. But the brand made its foray into bakery and biscuits in 2019, and last financial year expanded into frozen bakery.
The Nutella Donut is a prime example. The product is baked, filled with Nutella and then frozen for foodservice or retail. It’s designed to be thawed and served in two hours. Other products in Nutella’s frozen bakery range include muffins, croissants and crepes.
The frozen bakery range is being introduced progressively across selected European markets.
What’s next in Ferrero’s innovation pipeline?
And here’s where we indulge in a little crystal‑ball gazing. Ferrero was tight‑lipped about what future innovations shoppers can expect to see on shelves, but that won’t stop us from projecting.
Let’s start with Ferrero’s most famous brand: Nutella. Less than two years after its plant‑based debut, consumer interest in vegan products is already fading. Several forces are at play: a tough economic climate that makes premium plant‑based alternatives a harder sell, and growing concern about ultra‑processed foods that’s pushing shoppers toward products perceived as more “natural.”
Without solid data on how Nutella Plant Based is performing, we’re left questioning its future. Of all Ferrero’s newest launches, we suspect this one could be first on the chopping block.
Now for the strongest contender. We have high hopes for Ferrero’s Power Crunch brand in the US, entering the group at a time when food and beverage is going truly protein‑crazy. It also taps into a fast‑growing trend where the boundaries between confectionery and sports nutrition continue to blur. Power Crunch feels like a power move from Ferrero.
And we shouldn’t overlook the $3bn acquisition of WK Kellogg’s cereal portfolio. According to Sam Fryers, research analyst at Mintel, cereal brands have three clear pathways to reignite growth: lean harder into health claims on‑pack, innovate with new flavours, or reformulate for broader appeal. Ferrero now has the toolbox – will it use it?
By this time next year, we’ll have a much clearer picture of how Ferrero has chosen to innovate for growth. Will more protein, less plant‑based, and bolder cereal flavours be the winning trio on shelves? We’ll be watching closely.
