Ferrero
Ferrero's Japan subsidiary
Last updated October 22, 2026
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Overview
Ferrero SpA, commonly known as Ferrero or the Ferrero Group, is a privately owned Italian multinational company headquartered in Alba, Piedmont. It manufactures and markets branded chocolate, confectionery, sweet spreads, biscuits, snack foods, mints, ice cream, and related products. Its best-known brands include Nutella, Kinder, Ferrero Rocher, Tic Tac, Raffaello, and a broad portfolio of regional and acquired brands. The company was established in Alba in 1946 by pastry maker Pietro Ferrero. Its early growth was built around a hazelnut-and-cocoa preparation derived from gianduja, created partly to make expensive cocoa go further by combining it with locally available hazelnuts. The original product was sold in solid form as Pasta Gianduja and was later developed into a spreadable product called Supercrema. Under Pietro's son Michele Ferrero, the recipe and brand were relaunched internationally as Nutella in 1964. Nutella became the group's defining global product and helped establish Ferrero as a major international confectionery producer. Ferrero remained strongly family controlled as it expanded outside Italy. Michele Ferrero developed overseas production and commercial operations, while later transferring day-to-day management to his sons Pietro Ferrero Jr. and Giovanni Ferrero. Following Pietro Jr.'s death in 2011, Giovanni became the family's central operating figure and in 2015 took the roles of executive chairman and majority owner. In 2017, Lapo Civiletti became Ferrero's first chief executive from outside the Ferrero family, while Giovanni retained responsibility for long-term strategy as executive chairman. The group's portfolio has expanded through both organic product development and acquisitions. It has bought confectionery, biscuit, snack, bakery, ice-cream, and nutrition businesses in Europe and North America, including Thorntons, Fannie May, Ferrara Candy Company, Nestlé's US confectionery business, Kellogg's cookie and fruit-snack operations, Fox's Biscuits, Burton's Biscuit Company, Fulfil Nutrition, and Wells Enterprises. These transactions broadened Ferrero beyond its historic focus on chocolate and spreads and strengthened its manufacturing and distribution presence in the United States and the United Kingdom. Ferrero is known for maintaining a low public profile and for protecting its manufacturing methods and recipes. The company has historically emphasized confidentiality, uses internally developed production machinery, and has generally avoided extensive media access to its facilities. Its supply chain is particularly associated with hazelnuts; the group has been described as one of the world's largest hazelnut purchasers. Ferrero also operates the Ferrero Foundation, established in Alba in 1983 to support cultural, educational, scientific, and social activities, including assistance for long-serving former employees. Ferrero is active across global retail, convenience, foodservice, seasonal gifting, and impulse-consumption channels. Although the company is best known for premium and mass-premium chocolate, its current business includes everyday spreads, children's products, biscuits, mints, ice cream, snack bars, and other packaged foods. It remains a privately held, family-controlled international group rather than a publicly traded company.
History
Ferrero’s origins lie in postwar Alba, a town in Italy’s Piedmont region known for hazelnuts. Pietro Ferrero founded the business in 1946 as a pastry and confectionery operation. Because cocoa was costly, the company developed products that combined cocoa with hazelnuts, including an early solid gianduja-style preparation and later spreadable products. This ingredient and formulation strategy allowed Ferrero to serve consumers with a chocolate-like product at a more accessible cost while establishing a flavor profile that would remain central to the company. The next generation transformed the workshop into an international manufacturer. Michele Ferrero led expansion beyond Italy, including entry into Germany in the 1950s and wider development across Western Europe. Mon Chéri, introduced in the 1950s, added a distinctive cherry-and-liqueur confectionery format. In 1964, Ferrero reformulated and renamed its hazelnut-cocoa spread as Nutella. The name and packaging supported international distribution, and Nutella eventually became the company’s global flagship. Ferrero continued to build distinct product platforms. Kinder developed a family and children’s confectionery identity, while Ferrero Rocher combined premium presentation with a multi-layered hazelnut and wafer format suited to seasonal gifting. Tic Tac, introduced in the United States in 1969, gave Ferrero an important entry point into the mint category and demonstrated the value of compact packaging and convenience. Raffaello and other chocolate products further extended the group’s premium and gifting portfolio. From the mid-2010s onward, Ferrero used acquisitions to expand its geographic reach, manufacturing base and category coverage. In 2015 it acquired British chocolate retailer and confectioner Thorntons. In 2017 it acquired U.S. premium chocolate maker Fannie May and agreed to acquire Ferrara Candy, adding brands such as Trolli, Brach’s, SweeTARTS and Lemonhead. In 2018 it purchased Nestlé’s U.S. confectionery business, bringing brands including Butterfinger, Crunch, Nerds and Laffy Taffy into its American portfolio. In 2019 it acquired Kellogg’s biscuit and fruit-snack operations, including Keebler and Famous Amos, and acquired Danish biscuit producer Kelsen Group. The diversification continued with the announced acquisition of Fox’s Biscuits and the purchase of Eat Natural in 2020, followed by Burton’s Biscuit Company in 2021. These transactions strengthened Ferrero in biscuits, bars and snacks rather than relying only on chocolate. The 2023 acquisitions of Wells Enterprises and Fresystem added frozen desserts and frozen bakery capabilities. Ferrero’s corporate materials describe a group with more than 35 major brands, a presence in over 50 countries and products distributed in more than 170 markets. Governance has remained closely connected to the Ferrero family. Giovanni Ferrero became the group’s leading executive after the death of his brother Pietro Ferrero Jr. in 2011 and later served as executive chairman. Lapo Civiletti became CEO in 2017. Under this structure, Ferrero has combined family ownership with professional management, brand investment, internal innovation and acquisition-led expansion. The group’s stated sustainability priorities include environmental protection, responsible sourcing, responsible consumption and support for people and communities. Its present identity is therefore broader than a chocolate maker: it is a global branded packaged-food company whose best-known equities remain Nutella, Kinder, Ferrero Rocher and Tic Tac.
- 2023
Wells and Fresystem acquisitions close
[2]Ferrero adds U.S. ice cream producer Wells Enterprises and Italian frozen-bakery producer Fresystem.
- 2023
Revenue reaches €17.0 billion
[2]For the financial year ending 31 August 2023, Ferrero reports €17.0 billion in consolidated revenue, up 20.7%.
- 2021
Burton’s Biscuit Company is acquired
[5]The transaction strengthens Ferrero’s British biscuit manufacturing and brand portfolio.
- 2020
Eat Natural and Fox’s transactions broaden snacks
[7]Ferrero announces the acquisition of Fox’s Biscuits and acquires natural-snack maker Eat Natural.
- 2019
Biscuits, fruit snacks and Kelsen expand the portfolio
[5]Ferrero acquires selected Kellogg businesses and Danish biscuit maker Kelsen Group.
- 2018
Nestlé U.S. confectionery business is acquired
[5]The transaction adds major U.S. brands including Butterfinger, Crunch, Nerds and Laffy Taffy.
- 2017
Fannie May and Ferrara are added
[5]Ferrero acquires Fannie May and agrees to acquire Ferrara Candy, broadening its U.S. chocolate and non-chocolate confectionery presence.
- 2015
Thorntons is acquired
[5]Ferrero acquires the British chocolate and confectionery company Thorntons.
- 1969
Tic Tac enters the United States
[3]Ferrero establishes an American foothold with its compact mint product and distinctive package.
- 1964
Nutella is launched
[4]The earlier Supercrema spread is reformulated and marketed internationally under the Nutella name.
Products and positioning
A quality-led, family-owned international packaged-sweets group combining iconic flagship brands, premium gifting, family confectionery and selective expansion into adjacent snack and frozen-food categories.
Hazelnut-cocoa spread · 1964
Nutella
Ferrero’s signature spread combines hazelnuts, cocoa and sugar in a soft, spoonable format. It is sold for breakfast and snack occasions and has become the company’s most globally recognized product platform. Regional formats and adjacent products include biscuits, snack products and bakery items using the Nutella identity.
Children’s chocolate and confectionery · 1968
Kinder
Kinder is Ferrero’s family and children-focused platform, covering chocolate bars, filled products, surprise and toy-associated formats, biscuits and seasonal products. Its positioning emphasizes small moments of enjoyment, portioned formats and family occasions, with different products adapted to local regulations and markets.
Premium chocolate confectionery · 1982
Ferrero Rocher
Ferrero Rocher is a spherical layered confection built around a whole hazelnut and hazelnut cream, surrounded by wafer and covered with chocolate and chopped nuts. Gold-colored packaging and boxed formats make it especially prominent in holiday, hospitality and gift-giving occasions.
Mints and sugar confectionery · 1969
Tic Tac
Tic Tac is a small, pocket-sized mint and candy brand recognized for its compact flip-top package and individually portioned pieces. Ferrero has extended the platform with multiple flavors and market-specific variants, making it a convenience-oriented product rather than a traditional chocolate confection.
Coconut and almond confectionery · 1990
Raffaello
Raffaello is a white confectionery product associated with coconut, almond and wafer textures. Like Ferrero Rocher, it is sold in boxed and seasonal formats and is positioned around premium sharing and gifting, while also supporting everyday snack consumption.
Non-chocolate candy
Ferrara confectionery portfolio
Ferrero’s Ferrara business provides a broad U.S. non-chocolate confectionery platform, including brands such as Trolli, Brach’s, SweeTARTS, Lemonhead, Red Hots and Now and Later. The portfolio gives Ferrero exposure to gummies, hard candy, chewy candy and seasonal sugar confectionery.
Ice cream and frozen desserts
Wells ice cream portfolio
The Wells acquisition added Blue Bunny, Blue Ribbon Classics, Bomb Pop and Halo Top, along with U.S. manufacturing sites. This portfolio extends Ferrero into frozen desserts and gives the group a larger North American platform outside shelf-stable confectionery.
Controversies
2026
European Commission conducts antitrust inspections at Ferrero premises
The European Commission reportedly conducted unannounced inspections concerning possible restrictions on cross-border trade and multi-country purchasing within the European single market. The inspections related to potential violations of EU competition rules; an inspection is not itself a finding of wrongdoing.
2022
Salmonella outbreak investigation and Kinder recalls
European authorities investigated a Salmonella outbreak associated with selected Kinder products manufactured at Ferrero's Arlon, Belgium facility. Ferrero recalled affected and potentially affected products in several markets, and production at the site was temporarily suspended while corrective measures and investigations took place.
2022
Ferrero recalls Kinder products amid multinational Salmonella outbreak
European authorities investigated a multi-country outbreak of monophasic Salmonella Typhimurium associated with Kinder chocolate products made at Ferrero's Arlon facility in Belgium. Ferrero recalled affected products as a precaution, and Belgian authorities ordered the facility to close while the incident was investigated.
2022
Kinder Salmonella outbreak and recall
European food-safety authorities investigated a rapidly developing outbreak of monophasic Salmonella Typhimurium associated with Kinder chocolate products manufactured at Ferrero's Arlon facility in Belgium. The products were recalled in multiple European countries and in other markets, while Belgian authorities ordered the factory to close during the investigation. Authorities reported that Salmonella had previously been detected in a buttermilk tank during the company's own checks.
Marketing campaigns
- 2024Ferrero presence in Blossoms
China
Ferrero used the popular Chinese television series Blossoms as an entertainment and cultural-placement opportunity.
Outcome. The placement increased brand visibility in Chinese entertainment marketing; no independently reported commercial result was supplied.
- 2023Teacher’s Day gifting activation
China
Ferrero used customized products and livestream-oriented promotion around Teacher’s Day to reinforce the brand’s gifting role.
Outcome. The activation supported seasonal and occasion-based sales communication; campaign sales results were not disclosed in the supplied source.
- 2021Ferrero Rocher premium gifting
China · United States · Global
Ferrero Rocher has been marketed through gold packaging, layered product craftsmanship and holiday or special-occasion gifting, particularly in China and other Asian markets.
Outcome. The brand became strongly associated with premium chocolate gifting and seasonal household stock-up occasions.
- 2021Nutella breakfast positioning
United States · Global
Ferrero promoted Nutella as a breakfast and at-home food occasion, showing uses with bread, pancakes, fruit and other everyday foods while supporting the brand with digital and seasonal activity.
Outcome. Nutella moved beyond an imported specialty image in the United States and became a more familiar household spread.
- 2021Li Xian brand endorsement
China
Ferrero appointed Chinese actor Li Xian as a brand endorser in a campaign reported by SocialBeta, using celebrity-led communication to connect the brand with younger consumers and social communities.
Outcome. The campaign expanded Ferrero’s celebrity and social-media marketing presence in China; independent performance data is not available in the supplied sources.
- 1969Tic Tac U.S. market entry
United States
Ferrero used Tic Tac’s miniature format, portable packaging and novelty to introduce the company to American consumers and establish a durable mint business.
Outcome. Tic Tac became a long-running U.S. convenience confectionery brand and a foundation for later Ferrero launches.
Brand decisions
2023
Expand into ice cream and frozen bakeryM&ABackground
Ferrero’s growth strategy called for entry into adjacent sweet packaged-food categories and greater North American scale.
Action taken
The group completed acquisitions of Wells Enterprises and Fresystem.
Aftermath
Ferrero added ice cream brands, four U.S. plants and frozen-bakery capabilities, including a closer manufacturing base for Nutella bakery products.
2023
Increase investment in plants, flagship brands and sustainabilityStrategyBackground
Ferrero reported continued demand and a difficult inflationary and geopolitical environment while seeking long-term capacity and brand growth.
Action taken
The company continued capital investment, flagship-brand support, internal innovation and sustainability programs covering environment, sourcing, consumption and people.
Aftermath
Ferrero reported strong fiscal growth and a larger employee base, although the supplied sources do not isolate the effect of each strategic initiative.
Consolidated revenue. €14.0 billion in fiscal 2021/22 → €17.0 billion in fiscal 2022/23 (Financial years ending 31 August 2022 and 31 August 2023)
2019
Acquire Kellogg biscuit and fruit-snack operations and KelsenM&ABackground
Ferrero aimed to diversify beyond chocolate into biscuits, cookies and fruit snacks while expanding manufacturing and distribution.
Action taken
Ferrero acquired selected Kellogg businesses, including Keebler and Famous Amos, and later acquired Danish biscuit maker Kelsen Group.
Aftermath
The transactions created a broader North American and international snack portfolio.
2018
Acquire Nestlé’s U.S. confectionery businessM&ABackground
Ferrero pursued a major increase in U.S. scale and access to established chocolate and sugar-confectionery brands.
Action taken
Ferrero agreed to purchase Nestlé’s U.S. confectionery operations, including brands such as Butterfinger, Crunch, Nerds and Laffy Taffy.
Aftermath
The acquisition materially expanded Ferrero’s American manufacturing, distribution and brand footprint.
Purchase price. USD 2.8 billion (2018 transaction announcement)
2017
Build a U.S. confectionery platform through Fannie May and FerraraM&ABackground
Ferrero wanted to move beyond imported European chocolate and gain scale in U.S. chocolate and non-chocolate candy.
Action taken
The company acquired Fannie May and Ferrara Candy.
Aftermath
Ferrero gained premium chocolate, gummies, hard candy and several established American confectionery brands.
2015
Acquire ThorntonsM&ABackground
Ferrero sought to strengthen its position in the United Kingdom’s chocolate and confectionery market.
Action taken
Ferrero acquired British confectioner Thorntons.
Aftermath
The deal added British retail, manufacturing and brand capabilities to Ferrero’s European network.
1964
Rename and reformulate the hazelnut spread as NutellaProduct launchBackground
Ferrero needed a product identity suitable for wider European and international distribution while retaining the hazelnut-and-cocoa proposition.
Action taken
The company developed the Nutella name and adjusted the earlier Supercrema product for broader markets.
Aftermath
Nutella became Ferrero’s leading global brand and a major platform for later product extensions.
Recent events
Reported
Ferrero announces Pocket Coffee product expansion[10]
Ferrero announced that Pocket Coffee would expand its portfolio with a 90g Extra Dark Chocolate Bar and Pocket Coffee Eggs, planned for launch in autumn.
Reported
Ferrero announces Nutella Cookies launch in Italy[10]
Ferrero announced that Nutella Cookies, developed with Delacre, would launch in Italy in November 2026.
Reported
Ferrero announces Eat Natural Granola launch[10]
Ferrero announced that Eat Natural would enter the at-home breakfast market with Eat Natural Granola in January 2027, in Protein and Nuts & Seeds variants.
- Unconfirmed
Reported
Ferrero launches Ferrero Rocher tablet range[11]
Ferrero launched a range of Ferrero Rocher chocolate tablets in three flavours, including a travel-retail multipack format.
Reported
Ferrero and Lagardère enter exclusive travel-retail pre-launch partnership[11]
Ferrero entered an exclusive partnership with Lagardère to pre-launch the Ferrero Rocher tablet range at Lagardère retail outlets from September 2021.
- Unconfirmed
Ferrero partners with Sourcemap on hazelnut traceability[12]
Ferrero and Sourcemap announced a partnership to improve traceability and transparency in Ferrero’s sourced hazelnut value chain. Sourcemap’s platform will enable Ferrero to collect data on social and agricultural practices and validate the value chain.
- Unconfirmed
Reported
Nutella jar size reduced from 400g to 350g[13]
Nutella's jar size was reduced from 400g to 350g without a price change. Ferrero said rising product costs were the reason for the change.
Reported
Ferrero agrees to acquire Fox’s Biscuits from 2 Sisters[14]
Ferrero announced the acquisition of Fox’s Biscuits from 2 Sisters Food Group for £246 million. The article said formal completion was expected on 31 October 2020.
Reported
Ferrero closes Brantford plant after worker COVID-19 cases[15]
Ferrero Canada closed its Brantford plant on Tuesday afternoon after seven workers tested positive for COVID-19. The company said it would assess and deep-clean the facility before resuming operations, and that affected workers would be paid.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
Sources15 sources
- 1Ferrero Group official websiteferrero.com
- 2Ferrero Group 2022/23 consolidated financial report announcementferrero.com.cn
- 3Ferrero article on U.S. market expansion36kr.com
- 4Ferrero history and product development case studythepaper.cn
- 5Ferrero Wikipedia articlezh.wikipedia.org
- 6SocialBeta Ferrero campaign archivesocialbeta.com
- 7Eat Natural and Fox’s transactions broaden snackszh.wikipedia.org
- 8European Commission conducts antitrust inspections at Ferrero premisesen.wikipedia.org
- 9Salmonella outbreak investigation and Kinder recallsfood.gov.uk
- 10Ferrero宣布扩展Pocket Coffee产品系列esmmagazine.com
- 11Ferrero推出Ferrero Rocher巧克力片系列trbusiness.com
- 12Ferrero与Sourcemap合作追踪榛子供应链csrwire.com
- 13Nutella罐装规格从400克缩减至350克dailymail.com
- 14Ferrero 同意从 2 Sisters 收购 Fox’s Biscuitsthegrocer.co.uk
- 15Ferrero 因员工确诊 COVID-19 关闭布兰特福德工厂toronto.citynews.ca
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