Snacking major Ferrero Group said it has signed an agreement to acquire Power Crunch from the US-based Bio-Nutritional Research Group.
Founded in 1996, Power Crunch has seen strong growth recently driven by its portfolio of popular protein snacks, including a variety of wafer bars as well as high-protein crisps, which launched in 2024.
“We're thrilled to welcome Power Crunch to the Ferrero family and our ever-expanding portfolio of products in the US,” said Michael Lindsey, president and chief business officer of Ferrero North America.
“The quality craftsmanship and thoughtful investment Ferrero applies to our portfolio has driven our success across categories. We look forward to applying the same formula to the better-for-you category, starting with the distinctive products produced by the exceptional Power Crunch team.”
As part of the transaction, Ferrero will take over an office site in Irvine, California, with approximately 50 employees joining the Ferrero Group in North America.
“Power Crunch joining Ferrero is an amazing opportunity," said Kevin Lawrence, Power Crunch founder and chief executive. “The company's commitment to quality and ambitions in the better-for-you snacks category will help bring Power Crunch to more consumers than ever before.”
Ferrero, whose brands include Nutella, Kinder and Tic Tac, said the planned acquisition further supports its expansion in the better-for-you product category, following the acquisitions of FULFIL and Eat Natural in Europe.
It is also the latest in a series of acquisitions growing Ferrero's footprint in the US, following the integration of everyday chocolate brands Butterfinger, Baby Ruth, and CRUNCH as well as cookie brands Keebler, Famous Amos, and Mother's. Iowa-based ice cream company Wells Enterprises joined Ferrero Group in 2022.
The transaction is expected to close in the coming weeks, subject to customary closing conditions, the company said.
