Ferrero Innovates with US-Tailored Candy to Boost Growth

Ferrero North America introduces Americanized versions of its worldwide brands including Nutella with peanuts and square Ferrero Rocher and Dr Pepper Tic Tacs to reach more American consumers. The new product lineup will debut before the Sweets and Snacks Expo in Indianapolis with Butterfinger Marshmallow and Crunch White as its main offerings. The Luxembourg-based Ferrero company achieved growth through its acquisition of Nestle’s US candy business which added Nerds and Butterfinger to its portfolio. The US chocolate market share of Ferrero stands at 2% while the company achieved 3.4% sales growth during the period ending April 20. The US represents the world’s largest market according to President Michael Lindsey while Chairman Giovanni Ferrero seeks total market leadership. The company uses local market innovations to expand its organic growth while maintaining its global brand portfolio including Kinder. Ferrero implements a dual strategy that combines its broadened product range with Americanized versions to reduce its distance from competitors in the US candy market.