Containers of Nutella Hazelnut containers distributed by the Ferrero Company will be exhibited on March 27, 2024 in San Anselmo, California.
Justin Sullivan | Getty Images News | Getty pictures
Ferrero North America gives his Nutella peanuts, transforms its Ferrero Rocher balls into squares and adds TIC TACS Dr. Pepper taste in the hope of winning more US consumers.
The confectioner announced its new products before the annual sweets and snacks expo, which begins in Indianapolis on Monday. The company plans to show its largest selection of new products such as Butterfinger Marshmallow and Crunch White at the trade event.
Ferrero, which was founded in Italy, but is now based in Luxembourg, entered North America almost half a century ago, but the company only really started to invest in the market in the past decade. It recently brought some of its global brands to the USA, such as children, the manufacturer of children Buenos and Joy Eggs.
Ferrero has also expanded his US business with a number of acquisitions: Fannie May, Brach's owner Ferrera, Nestles US BOOK BUSION and HALO TOP owner Wells Enterprises. In particular, the Nestle deal brought nerds, butter fingers and rosisinets to Ferrero's portfolio.
According to Evercore ISI, Ferrero has grown to the third largest US candy company that only Hershey and Mars has behind. But to close the gap, it still has a lot to cover. Ferrero RocheR 2% of the market share of the US chocolate in the 12 weeks on April 6thPresent According to the bank, Circana data quote. This is far below the double -digit proportion of Hershey's name Candy and Reese's and Mars' M & M's.
“[Executive chair] Mr. Ferrero was very clear: the USA is the largest market in the world, it is the most important market in the world. We will win in the USA, “Michael Lindsay, President and Chief Business Officer from Ferrero North America, told CNBC.
While publicly traded candy companies like Hershey And Mondelez According to the company, Ferrero's US business has recorded sales by 3.4%for sales in the US US businesses in the US US business. The privately held parent company recorded an increase in sales by 8.9%or the sales in the financial year as of August 31, Ferrero announced.
Now the company is focusing on organic growth through innovation, which should address us especially to US consumers.
“At some point you have to Americanize it to get the next love with the American consumer,” said Lindsay. “In a very simple way, it is our strategy to take over these global power brands or the recently acquired US brands and then present them an American turn that the consumer has not seen here and hopefully will love.”
American-IS Ferrero Rocher and Nutella
A timeline from Ferreros upcoming innovation
Source: Ferrero
Ferrero plans to bring many of its largest products American twists.
His iconic Ferrero Rocher sweets are transformed into squares with a chocolate shell, hazelnuts and a creamy filling. The product will be available in at least five varieties – milk, dark, white, caramel and different – and will come to the shelves in September.
Ferrero Rocher is not the only brand that gets a dramatic addition.
For the first time in six decades, Nutella will introduce a new taste: Nutella Peanut. The spread mixes the taste of classic Nutella's Cocao and hazelnut with roasted peanuts. It will meet food shelves next spring.
While the product is being launched for the first time in the USA, Lindsay said that he has already achieved calls from international colleagues who are enthusiastic about the new taste.
“I assume that things are going very well, and as soon as we are able, we will send some overseas,” he said.
In view of the existing preferences for peanuts and Nutella, Lindsay expects that Nutella Peanut will be a great success in Southeast Asia and the Persian Gulf. According to Lindsay, Saudi -Arabia has the highest per capita -Nutella consumption of the world.
Ferrero invests 75 million US dollars to support the production of Nutella Peanut in his existing work in Franklin Park, Illinois. The company also extends a production plant in Ontario, Canada to support the production of Ferrero Rocher chocolate squares and Nutella cookies.
Ferrero also grows in Oregon hazelnuts to localize its supply chain for the nut, an important ingredient for Nutella and Ferrero Rocher.
The company's investments in its North American supply chain were available in dozens of countries in front of the Trump government's tariffs, but the timing is random.
“This has been going on for several years and was part of our long-term strategy for Mr. Ferrero when he entered the US market about 10 to 15 years ago. Obviously, the recent events made it even more important that we locate the supply chain,” said Lindsay, adding that the company of 300 US employees grew a decade ago today.
And Ferrero's US investments are not limited to its supply chain. Lindsay said that the company is planning to start marketing its brands “very big”.
“Without spoiling too much, you can expect to see us at the greatest sporting events in the world from next year, let's say, let's say, in February 2006 and then also in summer 2006,” he said, pointing to marketing prints during the Super Bowl and the World Cup.
After all, what is American than football?
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