Ferrero is doubling down on its US ambitions with a strategy built around local innovation and manufacturing scale, as per a CNBC report.
The Italian-founded, Luxembourg-based confectioner is introducing its first-ever flavour extension of Nutella – Nutella Peanut – and reshaping its iconic Ferrero Rocher brand into a new square format.
These moves come alongside a $75 million manufacturing investment in Illinois and form part of Ferrero’s broader effort to close the market gap with US confectionery leaders Hershey and Mars.
Announced ahead of the Sweets and Snacks Expo in Indianapolis, the company’s largest-ever slate of new products is designed to cater specifically to American consumer tastes, while shoring up its North American supply chain amid geopolitical and economic shifts.
Ferrero Rocher squares hit US shelves
Ferrero Rocher, traditionally recognised for its gold foil-wrapped hazelnut-filled spheres, will now be available in a square version.
The new product features a chocolate shell, hazelnut pieces, and creamy filling, and will come in at least five variants – milk, dark, white, caramel, and assorted. It is expected to hit retail shelves in September 2025.
This redesign is intended not only to make the brand stand out in the crowded US chocolate aisle, but also to offer a more shareable and accessible format.
It follows similar attempts by international confectioners to localise their flagship products to fit US consumption patterns.
Ferrero is investing in production capabilities in both Franklin Park, Illinois, and Ontario, Canada, to support the rollout of Ferrero Rocher squares and other new variants such as Nutella Biscuits.
Nutella Peanut launches in 2026
Nutella Peanut will be the first extension of the brand since Nutella’s original hazelnut and cocoa formula debuted six decades ago.
The new spread blends roasted peanuts with the classic Nutella base and is expected to launch in US grocery stores in spring 2026.
Initial production will be based in Ferrero’s Franklin Park facility, with $75 million allocated for manufacturing upgrades to meet demand.
While the flavour has been developed with American palates in mind, internal demand from Ferrero’s overseas markets – particularly in Southeast Asia and the Gulf region – suggests a broader international rollout may follow.
Ferrero is also beginning to source hazelnuts locally from Oregon, part of a wider localisation strategy that predated but aligns well with recent protectionist trade shifts.
These efforts could help reduce vulnerability to tariffs and logistics disruptions, especially given the ongoing tensions from past US trade policies.
$75m investment supports new products
Ferrero currently ranks as the third-largest confectionery company in the US, behind Hershey and Mars.
According to Circana data cited by Evercore ISI, Ferrero Rocher held a 2% share of the US chocolate market in the 12 weeks ending April 6, 2025. By contrast, Hershey’s and Mars’ flagship brands hold double-digit shares.
To expand its US footprint, Ferrero has grown organically and through acquisitions, including Nestlé’s US candy business, Fannie May, Brach’s, and Halo Top owner Wells Enterprises.
These deals added products like Butterfinger, Nerds, and Crunch to its portfolio.
Going forward, the company aims to focus on US-tailored product innovation and high-impact advertising.
Beginning in 2026, Ferrero intends to launch large-scale marketing campaigns at major US sporting events.
Though details remain under wraps, references to “February” and “summer” suggest Super Bowl and World Cup advertising slots are part of the brand’s strategy to build visibility and engagement with US audiences.
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