Ferrero Group, a global company specializing in sweet-packaged foods, has announced an agreement to acquire Power Crunch from Bio-Nutritional Research Group, Inc. Power Crunch, established in 1996, has experienced significant growth, particularly due to its range of protein snacks, which includes various wafer bars and high-protein crisps launched in 2024.
As part of this acquisition, Ferrero will take over an office located in Irvine, California, where approximately 50 employees will join the Ferrero Group in North America. Michael Lindsey, President and Chief Business Officer of Ferrero North America, stated that the company aims to apply its successful strategies to the better-for-you product category, beginning with Power Crunch’s offerings.
Kevin Lawrence, Founder and CEO of Power Crunch, expressed that the acquisition presents a significant opportunity for the brand, highlighting Ferrero’s commitment to quality and its ambitions in the healthy snack market.
This acquisition aligns with Ferrero’s ongoing strategy to expand within the better-for-you segment, following previous acquisitions of brands such as FULFIL and Eat Natural in Europe. Additionally, it marks a continuation of Ferrero’s growth in the U.S. market, which has included the integration of various chocolate and cookie brands, as well as the Iowa-based ice cream company Wells Enterprises in 2022.
The transaction is anticipated to be finalized in the coming weeks, pending standard closing conditions.