Ferrero North America is gearing up for a bold expansion by giving a local twist to its global favorites. The Italian chocolate giant — known for Nutella and Ferrero Rocher — is introducing new American-style products aimed directly at U.S. taste buds.
What’s New?
Just ahead of the Sweets and Snacks Expo in Indianapolis, Ferrero announced its biggest product lineup yet, including:
- Nutella Peanut – A fresh take on the classic hazelnut spread, this new version blends cocoa, hazelnuts, and roasted peanuts. It’s the first new Nutella flavor in 60 years and will debut in the U.S. next spring.
- Ferrero Rocher Squares – The traditional chocolate ball is being reimagined into chocolate squares with creamy filling and crunchy hazelnuts. Variants include milk, dark, white, and caramel flavors.
- Tic Tac Dr Pepper – A quirky mash-up for candy lovers.
Why the American Twist?
According to Michael Lindsey, Ferrero North America’s President and Chief Business Officer, Americanizing global brands is key to winning over local consumers. He says:
“To grow in the U.S., we have to give our products an American flavor that people will instantly connect with.”
Investing in U.S. Growth
To back these new launches, Ferrero is:
- Investing $75 million in its Nutella Peanut production facility in Franklin Park, Illinois.
- Expanding its Ontario, Canada factory to make the new Ferrero Rocher squares.
- Sourcing hazelnuts from Oregon to reduce reliance on imports and strengthen local supply chains.
The company has grown from just 300 employees to over 5,000 in the U.S. over the last decade and plans to boost marketing visibility during major events like the Super Bowl and World Cup 2026.
A Decade of Acquisitions and Ambition
Ferrero has built a powerful presence in the U.S. by acquiring well-known brands like:
- Butterfinger
- Nerds
- Raisinets
- Halo Top
- Brach’s
Today, Ferrero ranks as the third-largest candy company in the U.S., behind Hershey and Mars. However, with only 2% of the chocolate market share, there’s still a long way to go.
Lindsey remains confident:
“The U.S. is the most important market. And we will win here.”
