CNBC reported that Ferrero has stepped up its US efforts with a new strategy based on local innovation and scale in manufacturing.
Nutella Peanut, a first for the Italian confectioner based in Luxembourg, is being introduced as a flavour expansion of Nutella. Ferrero Rocher will also be reshaped into a square version.
Ferrero is also investing $75 million in Illinois to increase its manufacturing capacity. This investment forms part of a larger effort by Ferrero to compete with US candy leaders Hershey and Mars.
The company announced its largest ever slate of products ahead of Sweets and Snacks Expo, in Indianapolis. These new items are designed to specifically cater to American tastes while strengthening the North American supply chains amid economic and geopolitical shifts.
Ferrero Rocher Squares now available in the US
Ferrero Rocher is now available as a square. It’s known for its hazelnut-filled, gold-foil-wrapped spheres.
It will be available in five different variants: milk, dark chocolate, white caramel and assorted. The product is anticipated to be available in stores by September 2025.
The redesign will not only make this brand more visible in the US market, but it also offers a format that is easier to share and understand.
This follows similar efforts by other international confectioners who have tried to adapt their products for US consumers.
Ferrero invests in the production of Ferrero Rocher Squares in Franklin Park, Illinois and Ontario, Canada to support new variations such as Nutella Biscuits.
Nutella Peanut launches in 2026
Nutella Peanut is the first brand extension since Nutella’s hazelnut-cocoa original formula was introduced six decades ago.
This new Nutella-based spread, which combines roasted peanuts and the Nutella classic base, is set to be launched in US supermarkets in spring 2026.
Ferrero will initially produce at its Franklin Park plant, and $75 million has been allocated to upgrade the manufacturing facilities in order to keep up with demand.
Ferrero may expand the international launch of the new flavour, which was developed for American tastes.
Ferrero has also begun to purchase hazelnuts from Oregon as part of its localisation strategy, which predates but is in line with the recent trade protectionist shifts.
This could reduce the vulnerability of logistics and tariff disruptions.
New products supported by $75m Investment
Ferrero is the US’s third largest confectionery manufacturer, after Hershey and Mars.
Circana’s data, cited by Evercore ISI in its report on the US Chocolate Market for the twelve weeks ended April 6, 2025 shows that Ferrero Rocher had a share of 2%. Hershey’s flagship brand and Mars’s hold double-digit share.
Ferrero’s US expansion has been organic and acquired, with the acquisition of Nestle’s US Candy business, Fannie May’s candy, Brach’s and Halo Top’s owner Wells Enterprises.
The company now has products such as Butterfinger Nerds and Crunch in its lineup.
The company will focus its efforts on product innovations tailored to the US market and advertising with a high impact in future.
Ferrero plans to start large-scale campaigns in the US at sporting events by 2026.
Although details are still under wraps the references to “February”, “summer”, and “World Cup” indicate that Super Bowl and World Cup advertisements slots will be part of a brand strategy to increase visibility and engagement among US audiences.
The post Ferrero plans to win US candy consumers by converting them into US customers may change as new information is revealed.
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