Ferrero Group expands US snack market presence through major acquisitions

The Ferrero Group has significantly expanded its presence in the United States through a series of major acquisitions of established American snack brands. Since 2017, the company has grown its annual US revenue from approximately $600 million to about $3 billion, with the US market now accounting for roughly 15% of Ferrero's global revenue.

Key acquisitions driving this growth include the $115 million purchase of Fannie May in 2017, the $2.8 billion acquisition of Nestlé’s US confectionery business in 2018—which brought brands such as Baby Ruth, Butterfinger, and Crunch into the portfolio—and the 2019 acquisition of Kellogg’s cookie and fruit-snack businesses, including Keebler and Famous Amos.

Michael Lindsey, president and chief business officer of Ferrero North America, stated that the company’s strategy is to “buy well-established, loved brands, and then turn them back around.”