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Ferrero North America plans to acquire protein snack line Power Crunch from Bio-Nutritional Research Group Inc.

In a Jan. 24 press release announcing the proposed deal, the Parsippany-based confectionary giant said the move supports efforts to expand its portfolio of products in the U.S. Financial terms were not disclosed.

As part of the transaction, Ferrero will take over an office site in Irvine, Calif. Fifty employees will join Ferrero, too, the company said.

Michael Lindsey, president and chief business officer of Ferrero North America, commented, “We’re thrilled to welcome Power Crunch to the Ferrero family and our ever-expanding portfolio of products in the U.S.”

“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,” he said.

The latest addition

Founded in 1996, Power Crunch’s range of protein snacks includes wafer bars, powder and crisps.

“Power Crunch joining Ferrero is an amazing opportunity,” shared Power Crunch founder and CEO Kevin Lawrence. “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.”

Ferrero started in 1946 as a small pastry shop in Alba, Italy. Since, it has grown to become a global leader in sweet-packaged foods, including confectionery, biscuits, ice cream and better-for-you-snacking. The company offers over 35 brands sold in more than 170 countries.

Since entering the North American market in 1969, Ferrero now has more than 5,400 employees in eight offices. It boasts 15 plants and warehouses in the U.S., Canada and the Caribbean.

In a bid to boost its presence in mainstream confections, Ferrero bought Baby Ruth, Butterfinger, 100 Grand, Raisinets and Crunch from Nestlé for $2.8 billion in 2019. 

In 2023, Ferrero also purchased Wells Enterprises, an Iowa-based ice cream maker that owned brands such as Halo Top, Blue Ribbon Classics and Blue Bunny.

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