Ferrero Group has signed an agreement to acquire Power Crunch from Bio-Nutritional Research Group Inc., according to a press release. 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 United States,” 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 said it will take over an office site in Irvine, California, with approximately 50 employees joining the Ferrero Group in North America.
The planned acquisition “further supports Ferrero's expansion in the better-for-you product category, following the acquisitions of FULFIL and Eat Natural in Europe. It also is the latest in a series of acquisitions growing Ferrero’s footprint in the United States, following the integration of everyday chocolate brands Butterfinger, Baby Ruth and Crunch as well as cookie brands Keebler, Famous Amos and Mother’s,” said Ferrero.
“Power Crunch joining Ferrero is an amazing opportunity,” said Kevin Lawrence, Power Crunch founder and CEO. “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.”
The proposed transaction is “expected to close in the coming weeks,” and is subject to customary closing conditions.
Earlier this month, Flowers Foods Inc. entered into a definitive agreement to acquire Simple Mills for $795 million in cash, according to a press release. The addition of Simple Mills “expands Flowers' exposure to better-for-you and attractive snacking segments and enhances the company’s growth and margin prospects.”