Ferrero

What does Ferrero own?
Ferrero owns iconic confectionery brands including Nutella, Ferrero Rocher, Kinder, and Tic Tac, plus North American confectionery brands (Butterfinger, BabyRuth, 100 Grand), Ferrara candy brands (Brach's, Trolli), Power Crunch protein bars, WK Kellogg Co breakfast cereals (Froot Loops, Apple Jacks, Frosted Flakes, Rice Krispies, Special K), and Purely Elizabeth better-for-you breakfast foods (granola, oatmeal, cereal).

Is Ferrero publicly traded?
No, Ferrero is a privately held company owned by the Ferrero family since its founding in 1946. The company is not publicly traded on any stock exchange.

Who founded Ferrero?
Ferrero was founded in 1946 by Pietro Ferrero in Alba, Italy. Pietro was a pastry maker who created a chocolate hazelnut spread using locally abundant hazelnuts to extend limited cocoa supplies after World War II. After his death in 1949, his son Michele Ferrero expanded the business globally.

Where is Ferrero headquartered?
Ferrero maintains its corporate headquarters in Alba, Italy, where the company was founded. The holding company, Ferrero International S.A., is based in Luxembourg.

What is Ferrero's revenue?
Ferrero reported annual revenue of approximately EUR 19.3 billion for fiscal year 2025. The company has grown consistently, with the WK Kellogg Co acquisition in July 2025 contributing to portfolio diversification.

Who is the CEO of Ferrero?
Giovanni Ferrero serves as Executive Chairman of Ferrero. He is the grandson of founder Pietro Ferrero and has led the company's strategic direction since the death of his father Michele Ferrero in 2015.

Ferrero was founded in 1946 by Pietro Ferrero in Alba, a small town in the Piedmont region of Italy. Pietro, a pastry maker, created a creamy chocolate hazelnut spread called "Giandujot" (later renamed SuperCrema and eventually Nutella) using locally abundant hazelnuts to extend limited cocoa supplies following World War II. The product was an immediate success in post-war Italy.

After Pietro's death in 1949, his son Michele Ferrero took over the business and drove its international expansion. Under Michele's leadership, Ferrero introduced refined versions of the hazelnut spread, launching the Nutella brand name in 1964. The company expanded rapidly across Europe in the 1960s and 1970s, opening manufacturing facilities in Germany, France, and Belgium.

The Kinder brand was launched in 1968, beginning with Kinder Chocolate, followed by Kinder Surprise in 1974. Tic Tac was introduced in 1969. Ferrero Rocher launched in 1982, establishing the company's presence in the premium boxed chocolate segment.

Michele Ferrero led the company until his death in February 2015, building it into one of the world's largest confectionery companies. His son Giovanni Ferrero assumed leadership, initially as co-CEO with his brother Pietro Ferrero Jr., who died unexpectedly in 2011. Giovanni became sole CEO and later transitioned to Executive Chairman.

In recent years, Ferrero has pursued strategic acquisitions to diversify its portfolio. In 2019, the company acquired several former Nestle confectionery brands in the United States, including Butterfinger, BabyRuth, and 100 Grand. In 2023, Ferrero acquired Power Crunch, a high-protein nutrition bar brand. In July 2025, Ferrero completed the acquisition of WK Kellogg Co, the North American cereal business spun off from Kellogg Company, for approximately $3.1 billion. This acquisition brought brands including Froot Loops, Apple Jacks, Frosted Flakes, and Rice Krispies into Ferrero's portfolio, significantly expanding its presence in the breakfast cereal category. WK Kellogg Co was delisted from the New York Stock Exchange following the acquisition.

On August 14, 2026, Ferrero signed an agreement to acquire Purely Elizabeth, a Boulder, Colorado-based better-for-you breakfast brand, for approximately $850 million. Purely Elizabeth had more than doubled its sales in the past two years, driven by its granola, oatmeal, and cereal portfolio, with recent expansion into the protein segment. The brand reported approximately $250 million in revenue. Founder and CEO Elizabeth Stein will continue leading the company as a standalone brand within the Ferrero Group. Giovanni Ferrero said the deal "reinforces both its presence at breakfast time in America and its reach in the better-for-you segment." The acquisition builds directly on the WK Kellogg Co purchase, giving Ferrero two complementary entry points into the US breakfast market: mainstream cereal through WK Kellogg Co and premium wellness through Purely Elizabeth.

Ferrero has implemented sustainability initiatives across its global operations and supply chain:

Environmental targets: Ferrero has committed to science-based targets for greenhouse gas emissions reduction, including a commitment to reach net zero emissions across its value chain. The company has invested in renewable energy at its manufacturing facilities and has implemented energy efficiency programs across its global production network.

Sustainable packaging: Ferrero has committed to making 100% of its packaging reusable, recyclable, or compostable by 2025. The company has made progress in reducing virgin plastic use and increasing recycled content in its packaging.

Responsible sourcing: Ferrero sources cocoa through its Ferrero Farming Values program, which focuses on sustainable cocoa farming, child labor monitoring, and farmer training. The company sources hazelnuts primarily from Turkey and Italy, with programs to improve agricultural practices and working conditions. Ferrero has been recognized for its progress in supply chain transparency and traceability.

Palm oil sourcing: Ferrero is a member of the Roundtable on Sustainable Palm Oil (RSPO) and sources 100% certified sustainable palm oil for its products, including Nutella. The company's palm oil sourcing has been a subject of public debate, addressed in the Controversies section.

Ferrero and its brands have received recognition across multiple areas:

• Brand value: Nutella and Ferrero Rocher consistently rank among the world's most valuable confectionery brands in brand valuation studies
• Family business excellence: Recognition as one of the world's most successful family-owned businesses
• Sustainability leadership: Recognition for progress in sustainable cocoa sourcing, packaging innovation, and emissions reduction
• Employer awards: Ferrero has been recognized as a top employer in Italy and several international markets
• Innovation: Awards for product innovation, including Nutella B-ready, Nutella Biscuits, and Kinder Joy of Imagination

2022 Kinder chocolate recall (Salmonella): In April 2022, Ferrero recalled specific Kinder products, including Kinder Surprise, Kinder Mini Eggs, Kinder Surprise Schoko-Bons, and Kinder Happy Moments, across multiple European markets, the United Kingdom, and the United States due to potential Salmonella contamination. The contamination was linked to Ferrero's factory in Arlon, Belgium. The recall affected over 170 tonnes of product and was one of the most significant food safety incidents in Ferrero's history. The company temporarily closed the Arlon facility for investigation and remediation, and the European Food Safety Authority conducted an investigation. Ferrero faced legal action and regulatory scrutiny, with the UK Food Standards Agency criticizing the company's initial response as slow.

Palm oil in Nutella: Ferrero has faced sustained public debate over its use of palm oil in Nutella. Environmental groups have raised concerns about deforestation associated with palm oil production. Ferrero has defended its sourcing practices, emphasizing that it uses 100% RSPO-certified sustainable palm oil and that replacing palm oil would compromise product quality. The company launched advertising campaigns to defend Nutella's ingredients, including a 2015 Italian advertising campaign emphasizing the quality and sustainability of its palm oil sourcing.

Kinder marketing to children: The Kinder brand has faced scrutiny from public health advocates regarding marketing of confectionery products to children. Some health organizations have called for stricter regulation of marketing practices for children's food products, particularly Kinder Surprise, which combines chocolate with a toy. Ferrero has responded by reformulating some products to reduce sugar content and implementing responsible marketing guidelines.

Cocoa supply chain labor issues: Like all major chocolate manufacturers, Ferrero faces ongoing scrutiny regarding child labor in cocoa supply chains, particularly in West Africa. The company participates in industry initiatives including the International Cocoa Initiative and has implemented monitoring systems through its Ferrero Farming Values program.