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Ferrero Group has acquired protein snack company Power Crunch from Bio-Nutritional Research Group.

This move, aimed at enhancing Ferrero's footprint in the better-for-you snack category, reflects the company's desire to diversify its product offerings in response to evolving consumer preferences.

Founded in 1996, Power Crunch has gained traction in the market with its innovative range of protein snacks, including wafer bars and high-protein crisps, which were launched in 2024.

The acquisition aligns with Ferrero's strategy to expand its presence in the health-conscious segment, following previous acquisitions of brands like Fulfil and Eat Natural in Europe.

As part of the transaction, Ferrero will integrate Power Crunch's operations and approximately 50 employees based in Irvine, California, into its North American operations.

This integration is expected to enhance Ferrero's capabilities in the rapidly growing protein snack market, which has seen increased consumer demand for nutritious and convenient options.

Michael Lindsey, president and chief business officer of Ferrero North America, said: "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."

Kevin Lawrence, founder and CEO of Power Crunch, added: "Power Crunch joining Ferrero is an amazing opportunity. 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."

The acquisition is part of a broader trend within the food and beverage industry, where major players are increasingly targeting the health-focused market segment.

Ferrero's recent acquisitions, including well-known chocolate and cookie brands such as Butterfinger and Keebler, demonstrate its strategy to build a diverse portfolio that caters to a wide range of consumer tastes and preferences.

The transaction is expected to close in the coming weeks, pending customary closing conditions, further solidifying Ferrero's position in the competitive landscape of the North American snack market.

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