Ferrero builds US sweets powerhouse, targets $20B sales

· Agriculture & Food · United States · Italy

Ferrero, the Italian maker of Nutella, is building what it calls a sweets 'powerhouse' in the United States. The company is increasing its marketing and innovation spending as it aims to nearly double its sales to $20 billion through a portfolio spanning candies, cereals and other products. The push reflects Ferrero's ambition to expand from its core chocolate and hazelnut spreads into a broader packaged-sweets business in the world's largest confectionery market. The effort is expected to intensify competition with established US confectionery and snack players and could reshape shelf space across candy and cereal aisles.

Why it matters：Ferrero's US expansion shows how European confectioners are betting on scale and portfolio breadth in the world's biggest sweets market, a shift that could pressure rivals' shelf space and pricing.

Key points

  • Ferrero aims to nearly double sales to $20 billion.
  • The company is increasing marketing and innovation investment.
  • Its portfolio spans candies, cereals and other sweets.

Sources (original reporting)

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