LUXEMBOURG — Ferrero Group announced on March 18 that it has signed an agreement to acquire Bold Snacks. Bold Snacks is a fast-growing Brazilian brand known for protein bars and whey-based products.
The deal marks Ferrero’s first entry into the better-for-you snack segment in South America. It is expected to close in the coming months, pending customary conditions.
The acquisition brings Bold Snacks’ operations under Ferrero’s control. This includes its production facility in Divinópolis, Minas Gerais. Approximately 300 employees are expected to join Ferrero Brazil.
Bold Snacks was founded in 2018. The company has scaled quickly through a digital-first strategy and product innovation. It has expanded from protein bars into whey powders.
According to Ferrero leadership, the move is part of a broader effort to diversify its portfolio beyond traditional confectionery. Daniel Martinez Carretero, Chief Financial Officer at Ferrero Group, said the acquisition supports expansion into health-oriented categories. He added that it also strengthens the company’s footprint in Latin America.
Bold Snacks founder and CEO Gabriel Ferreira described the deal as a growth opportunity. He noted that joining a global food company could accelerate distribution and increase brand visibility.
Ferrero already has an established presence in Brazil. This includes its affiliated company Dori Alimentos. The company employs around 4,500 people across five plants and three offices.
Expansion strategy meets better-for-you demand
The addition of Bold Snacks aligns with Ferrero’s recent moves into health-focused snacking. The company has been building a portfolio of better-for-you brands, including Eat Natural, FULFIL, and Power Crunch.
This shift reflects broader consumer demand for functional snacks that combine convenience with nutritional value, particularly protein-enriched products positioned for fitness and on-the-go consumption.
Why it matters
Ferrero’s acquisition of Bold Snacks highlights a clear strategic pivot. The company is moving toward better-for-you snacking. This category continues to outperform traditional confectionery in many markets.
Consumer preferences are shifting. Demand is growing for protein, functional ingredients, and health-positioned products. In response, legacy confectionery companies are investing in adjacent categories to stay competitive.
Entering Brazil through an established local brand reduces risk. It allows Ferrero to bypass early-stage market entry challenges. It also provides access to an already engaged consumer base.
The move underscores the importance of emerging markets like Brazil. Health awareness is rising in these regions. Middle-class consumption is also expanding. Together, these trends are driving demand for premium and functional foods.
Other News
While aggressive M&A plays like the Bold Snacks acquisition allow Ferrero to instantly capture market share in the high-growth functional snacking category, the confectionery giant is simultaneously maximizing the value of its legacy IP. Proving that their 2026 growth ambitions extend to every temperature state in the grocery store, Ferrero recently partnered with Wells Enterprises to disrupt the frozen aisle with the launch of new Butterfinger, Baby Ruth, and 100 Grand Ice Cream Candy Bars. For CPG strategists and retail buyers, this dual-engine approach—acquiring modern, better-for-you brands while licensing nostalgic, highly indulgent chocolate IP into entirely new formats—is a masterclass in total portfolio diversification.
Industry context: confectionery giants diversify
Ferrero’s expansion mirrors a broader trend among global food manufacturers seeking growth beyond core categories. Companies traditionally focused on sweets and indulgent snacks are investing in protein bars, supplements, and functional foods to balance portfolios and meet evolving consumer expectations.
This diversification strategy also supports long-term resilience, particularly as regulatory pressures and shifting dietary habits impact sugar-heavy product segments.
Editor’s note: Source86 perspective
For food manufacturers, suppliers, and private label brands, Ferrero’s move into protein snacks signals a growing urgency to adapt to health-driven consumer demand. Protein bars, whey-based products, and functional snacks are no longer niche: they are becoming central to CPG growth strategies worldwide.
At Source86, we help brands navigate this shift through ingredient sourcing, R&D support, and co-manufacturing solutions tailored to better-for-you products. Whether scaling protein formulations or optimizing supply chains for bulk and wholesale distribution, our platform connects businesses with the right partners to compete in evolving categories. Let’s talk.
FAQs
The deal includes Bold Snacks’ operations in Brazil. It also includes its manufacturing facility and approximately 300 employees. Ferrero expects these employees to join its workforce.
Ferrero is expanding into better-for-you snacks to align with growing consumer demand for functional, protein-rich products and diversify beyond traditional confectionery.
Ferrero expects to close the transaction in the coming months, pending standard regulatory and contractual conditions.
External source: Ferrero Group acquires Bold Snacks, a leading Brazilian protein snack company
