Ferrero targets protein-led growth beyond chocolate

Ferrero Power Crunch relaunch: overview

• Ferrero relaunches Power Crunch, reformulating bars with lighter, crunchier textures
• The move supports Ferrero’s expansion beyond traditional confectionery categories
• Power Crunch provides 12-14 grams of protein across multiple flavour varieties
• Rising protein demand attracts mainstream consumers beyond athletes
• Ferrero aims to strengthen its position in fast-growing protein snacking

It’s less than two years since Ferrero Group bought Power Crunch and, not only has the Italian multinational rebranded it during that time, it’s reformulated it to make it “lighter” and “crunchier” too.

Packing 12-14 grams of protein, the bars are available in a range of flavours, including Peanut butter fudge, Chocolate mint, Strawberry crème, French vanilla crème and Triple Chocolate.

“Fall is often a season of fresh starts and new routines, making it the perfect moment to reintroduce Power Crunch to consumers,” says Daniel Cutchin, general manager of Power Crunch at Ferrero USA. “Power Crunch has always stood out with its uniquely light wafer format and this next evolution of the brand builds on what consumers love most about the product: a protein snack that feels light, flavourful and easy to reach for any time of day.”

The move comes as demand for protein-enriched snacks continues to rise, with the ingredient increasingly appealing to mainstream consumers seeking satiety, wellness and healthy ageing benefits.

As a result, manufacturers are broadening their appeal through more indulgent formats and snacks that deliver on flavour as well as nutrition.

Competition heats up

The reformulation reflects the growing competition in the protein bar category. Brands such as Quest, Barebells, Grenade and RXBAR have helped raise consumer expectations around taste and texture, prompting manufacturers to compete on sensory appeal as much as nutritional credentials.

Power Crunch’s wafer-based format offers a point of difference in a crowded market traditionally dominated by dense, chewy bars.

The relaunch coincides with the introduction of Ferrero’s new A Lighter Way to Protein campaign, inspired by the “belief that protein snacks can deliver both nutrition and flavour in a format that feels lighter, crunchier and more approachable”.

Ferrero moves beyond confectionery

For Ferrero, the relaunch represents another step in its expansion beyond traditional confectionery and into snacking – a theme reflected right across the industry, with Mars, Inc, Mondelēz International, The Hershey Company and Lindt & Sprüngli all following a similar path.

The company’s acquisition of Power Crunch in early 2025 signalled its intention to strengthen its position in better-for-you snacks, as consumer demand increasingly shifts towards products that combine indulgence with functional benefits.

The relaunch underscores a wider transformation taking place across the confectionery and snacking industries. As consumers increasingly seek products that blend indulgence with wellness, the lines between treats and functional snacks are blurring.

For Ferrero, Power Crunch represents an opportunity to capture both trends at once, while strengthening its presence in one of snacking’s fastest-growing categories.