Ferrero has taken a further step in expanding its footprint in Brazil with the acquisition of protein bar specialist Bold Snacks.
Daniel Martinez Carretero, CFO of the Luxembourg-headquartered confectionery group, described the move as Ferrero’s “first foray into the better-for-you segment in South America”, signalling a strategic shift towards health-oriented product categories.
Founded in 2018, Bold Snacks has built its presence in the functional nutrition space with a portfolio of protein bars and, more recently, whey-based powders. The company operates from its headquarters and production facility in Divinópolis, eastern Brazil.
As part of the transaction, approximately 300 employees are expected to join Ferrero. Financial terms of the deal have not been disclosed.
“Becoming part of Ferrero is an amazing opportunity for our business and our people,” said Bold Snacks founder and CEO Gabriel Ferreira.
While Ferrero declined to share specific revenue figures for Bold Snacks, a company spokesperson confirmed that the business has experienced strong growth since its launch.
Explaining the rationale behind the acquisition, the spokesperson said: “This planned acquisition is fully aligned with our long-term strategy to diversify our portfolio and strengthen our presence in fast-growing product categories that respond to evolving consumer preferences, thus reflecting our ongoing commitment to offering a broader range of products across different segments.”
Ferrero already maintains an established presence in Brazil, with both manufacturing and office operations in the country. In addition, its affiliated US-based business Ferrara expanded its footprint in 2023 through the acquisition of Brazilian confectionery company Dori Alimentos, giving it four factories and two offices locally.
Ferrara, headquartered in Chicago, produces well-known brands including Brach’s, Nerds and Trolli. Although described by Ferrero as a “Ferrero-related company” — with both businesses sharing the same shareholder — Ferrara operates independently and is not consolidated within the Ferrero Group.
