Ferrero Spends Billions on US Candy Empire, Tailors Nutella for American Tastes
Updated
Updated · Business Insider · Aug 16
Ferrero Spends Billions on US Candy Empire, Tailors Nutella for American Tastes
3 articles · Updated · Business Insider · Aug 16
Summary
Billions of dollars in acquisitions and investment are driving Ferrero’s push to build a bigger US confectionery business around iconic American brands.
The Italian group is pairing dealmaking with new factories and a US R&D lab, expanding both production capacity and product development on the ground.
Nutella is part of that localization strategy, with Ferrero creating a new flavor specifically for American consumers.
The campaign shows how Ferrero is trying to turn the US into a core growth market by combining bought scale with locally designed products.