Ferrero Wants to Take On Hershey and Mars, and Nutella Is Just the Beginning

You probably think of Ferrero as the Nutella company. That is only part of the story. If you have bought Keebler cookies, Rice Krispies, Halo Top ice cream, or a Butterfinger, you may have already bought from Ferrero without knowing it. The Italian confectioner has quietly built one of the biggest sweets businesses in America. Now it wants to be number one, and it is spending big to get there.

The growth has been fast. Ferrero’s U.S. sales climbed from $300 million in 2017 to more than $11 billion last year, which puts it roughly the size of Hershey, the maker of Reese’s. That total includes Ferrero’s other U.S. units, such as Ferrara, Wells, and WK Kellogg. Michael Lindsey, president and chief business officer of Ferrero North America, says the goal of being the biggest “may sound unrealistic or arrogant.”

Ferrero’s target is $20 billion within the next decade, nearly double today’s U.S. sales. Lindsey says the company is not there yet. It is entering what he calls powerhouse territory. For shoppers, that matters because a company racing to grow is spending more on new products and ads. To see how Ferrero got this big so fast, look at its shopping list.

Ferrero Bought Its Way Into Your Pantry With More Than $8 Billion in Acquisitions

Ferrero grew largely by buying other companies. Over the past decade, the company has spent more than $8 billion on acquisitions to enter new categories. Its U.S. lineup now includes Keebler cookies, Halo Top ice cream, Rice Krispies cereal, and Power Crunch protein bars. Lindsey says Ferrero also invested billions in U.S. labs and factories. That means the cookie in your lunch box and the cereal at breakfast may share one owner.

Many shoppers and store buyers do not know how big Ferrero has become, says Michael Lindsey of Ferrero North America. He argues the new size helps the company work more closely with retailers and suppliers and understand what shoppers want. He also says Keebler is now the fastest-growing U.S. cookie brand by a “reasonable margin” and that Kinder is the top chocolate brand in the world by sales. Those are company claims, not independent rankings.

Size also gives Ferrero money to spend where shoppers will notice. The company is putting that scale toward advertising, new products, and partnerships. None of it is subtle. In 2027 alone, Ferrero plans to spend $50 million to promote its brands at U.S. sporting events. That is double what it spent a year ago, and it includes the biggest game of the year.

Expect Nutella and Kinder Bueno Ads at the Super Bowl, Plus Marvel Candy and Nutella Waffles in 2027

Ferrero will advertise Nutella and Kinder Bueno during the Super Bowl on Feb. 14, 2027. Earlier this year, Kinder Bueno made the company’s Super Bowl debut. Ferrero says that ad lifted the candy’s U.S. volume sales by 140% year over year, a figure it provided itself. The company also says a viral video of a Nutella jar floating inside the Artemis II spaceship lifted Amazon unit sales by 20%.

New products are coming too. Nutella Waffle, a crispy waffle filled with Nutella, is set to reach freezer aisles in spring 2027. Tic Tac TWO puts two flavors in one mint that is twice the size of the original, in Raspberry & Lemon and Spearmint Cool & Mild. It is already popular in Europe, the company says. For shoppers, that means more choices in the aisles they already walk.

The biggest surprise is Marvel. In summer 2027, Ferrero will put Marvel heroes on its candy. Butterfinger Green Apple Smash, with the Hulk on the package, is inspired by apple slices dipped in peanut butter. Crunch Infinity Chocolate features Loki and cocoa crisp rice, and Tic Tac Berry & Lime features Mister Fantastic. These are limited editions. Together, the launches show how Ferrero wants its older brands to feel new.

Ferrero Is Hershey’s Size in the U.S., but Its Goal of Becoming No. 1 Is Still Unproven

Ferrero’s biggest claim is still a goal, not a result. In the U.S., its sales are roughly the size of Hershey’s, according to Food Dive, but only when its Ferrara, Wells, and WK Kellogg units are counted. Mars is a bigger company overall: it describes itself as a $65 billion business worldwide, with pet care included. That is a fair fight with Hershey, and a tougher one with Mars.

Lindsey says shoppers do not care about size. “No one cares about how big we are,” Michael Lindsey, Ferrero North America’s president and chief business officer, said. What matters, he says, is the scale and capability it can bring to the market. In plain terms, Ferrero has to win on products you want and ads you remember. The money helps, but it cannot make anyone buy a second bag.

The most interesting thing about Ferrero is not Nutella. It is how many familiar brands now share one owner, often without shoppers noticing. Keebler, Butterfinger, Rice Krispies, and Halo Top sit in different aisles but answer to the same company. That helps explain why the goal is not as far-fetched as it sounds. Ferrero does not need to be loved everywhere. It only needs to be in your cart a little more often.