Nutella changes its recipe, Ferrero Rocher turns into squares, and Tic Tac gets a Dr. Pepper flavor. Ferrero North America has decided to step up its game: it aims to fully conquer the U.S. market with a wave of new offerings tailored specifically for American consumers. This is confirmed by the list of products the company will present at the upcoming Sweets and Snacks Expo, scheduled in Indianapolis, Indiana.
This move is no accident. The multinational, originally founded in Italy but now based in Luxembourg, has been active in the North American market for nearly fifty years, but it was only in the last decade that it made a decisive investment, importing iconic brands like Kinder and expanding its portfolio with strategic acquisitions. Among these, the purchase of Nestlé USA’s candy division stands out, bringing brands like Nerds, Butterfinger, and Raisinets in its purview.
According to data cited by Evercore ISI, a division of the investment bank Evercore Inc. specializing in financial research and market analysis, Ferrero is the third-largest candy producer in the U.S., behind only Hershey and Mars. However, the gap with industry giants remains significant: the group holds just 2% of the chocolate market, compared to the double-digit shares held by Reese’s, Hershey’s, and M&M’s.
Michael Lindsey, president and chief business officer of Ferrero North America, explained that to close the gap, it is necessary to “Americanize” the products, a crucial step to truly capture the hearts of consumers. The strategy, he said, is simple: enhance established global brands or those recently acquired and reinterpret them with a local, unique, and surprising touch.
As a result, we will see the Ferrero Rocher Squares, a square version of the iconic golden chocolate with a crunchy hazelnut shell, creamy center, and five variants—milk, dark, white, caramel, and assorted—set to hit the shelves in September. But the most dramatic change concerns Nutella, which for the first time in sixty years will have a new version: Nutella Peanut, a spread that combines the classic hazelnut-cocoa flavor with roasted peanuts. The launch is expected in the spring, and while it will start in the U.S., the product has already generated significant interest from foreign markets, particularly in Southeast Asia and the Gulf countries.
To support production, the company will invest $75 million in its Franklin Park, Illinois facility and continue expanding in Canada, where Ferrero Rocher Squares and Nutella biscuits will also be produced. At the same time, the company is working to localize its supply chain, sourcing hazelnuts from Oregon to reduce dependence on foreign suppliers.
Lindsey emphasized that these investments are part of a long-term vision that began well before the introduction of tariffs under the Trump administration. Today, the production system in America employs over 5,000 people, compared to 300 ten years ago.
But the plan doesn’t stop there. Ferrero intends to “go big” on the marketing front as well. The company’s president hinted that consumers will find the brand at the biggest sporting events in the world starting in 2026, a clear reference to the Super Bowl and the World Cup.
