Ferrero Group has signed an agreement to acquire Power Crunch, a leading protein snack company, from Bio-Nutritional Research Group, Inc. Founded in 1996, Power Crunch has experienced significant growth with its popular protein snacks, including wafer bars and high-protein crisps launched in 2024. The acquisition will allow Ferrero to expand its portfolio in the “better-for-you” product category, following previous acquisitions such as Fulfil Nutrition and Eat Natural in Europe.

As part of the transaction, Ferrero will take over Power Crunch’s office in Irvine, California, and approximately 50 employees will join the Ferrero Group in North America. Michael Lindsey, President and Chief Business Officer of Ferrero North America, stated that the acquisition aligns with Ferrero’s commitment to quality and thoughtful investment in its product portfolio. Kevin Lawrence, Power Crunch’s Founder and CEO, expressed enthusiasm about the opportunity, highlighting Ferrero’s dedication to the better-for-you snacks category.

Image Credit: Ferrero Group