Mirror Review
July 11, 2025
Summary:
- The Ferrero Group has agreed to acquire WK Kellogg, the North American cereal company, for a deal valued at approximately $3.1 billion.
- This acquisition brings well-known cereal brands such as Froot Loops, Frosted Flakes, and Raisin Bran into Ferrero’s portfolio.
- This represents Ferrero’s dominance in the breakfast cereal market, expanding its presence beyond confectionery and snacks.
Have you ever wondered how a single pastry shop in Alba, Italy, became the world’s largest sweet-packaged food company?
The secret isn’t just in their recipes, but in a series of planned and transformative purchases.
While the Ferrero Group grew organically for decades, it has become a global company through strategic Ferrero acquisitions. And the recent news of Ferrero buying WK Kellogg’s cereal business for about $3.1 billion is just the latest move.
Interestingly, these purchases are made in two ways: some by the Ferrero Group itself and others by “Ferrero-related companies.”
The related companies are not part of the Ferrero Group’s main financial statements but are strongly aligned with its goals, helping to bring iconic brands into the wider Ferrero family.
The Top 15 Landmark Ferrero Acquisitions
From American chocolate icons to British biscuit staples, Ferrero’s shopping list has been ambitious! Here are 15 of its most important deals, ranked by a combination of purchase price and impact.
1. WK Kellogg (2025):
- Category: Breakfast Cereal
- Brands: Froot Loops®, Frosted Flakes®, Raisin Bran®
- Significance: Ferrero’s biggest deal yet—strengthens its presence in the breakfast aisle.
In its largest deal to date, Ferrero is set to acquire the North American cereal giant WK Kellogg for approximately $3.1 billion. This acquisition transforms Ferrero into a major breakfast player. It gives the company control over nostalgic American cereal brands, opening up cross-category growth opportunities in morning foods.
2. Nestlé U.S. Confectionery Business (2018):
- Category: Chocolate & Candy
- Brands: Butterfinger®, Crunch®, BabyRuth®, Raisinets®, 100 Grand®
- Significance: Catapulted Ferrero into the top three U.S. confectionery companies.
With a $2.8 billion investment, Ferrero took ownership of a broad portfolio of legacy Nestlé U.S. Confectionery brands. It instantly scaled its U.S. chocolate business and gained access to valuable shelf space in American supermarkets.
3. Kellogg’s Cookies and Snacks (2019):
- Category: Cookies, Snacks
- Brands: Keebler®, Famous Amos®, Mother’s®, Murray’s®, Little Brownie Bakers®
- Significance: Major leap into the cookie and baked snack market.
Ferrero’s $1.3 billion acquisition of Kellogg’s Cookies and Snacks brought well-loved brands under its wing. This also included exclusive baking rights for the Girl Scouts’ cookies—blending nostalgia, scale, and licensing into one smart buy.
4. Burton Biscuit Company (2021):
- Category: Biscuits
- Brands: Maryland Cookies®, Jammie Dodgers®, Wagon Wheels®
- Significance: Strengthened UK snack dominance.
- Note: Acquired by Ferrero-affiliated companies
Acquiring Burton’s for £360 million gave Ferrero control over several staple British biscuit brands. It helped build a stronghold in the tea-time snack segment of the UK and European markets.
5. Kelsen Group (2019/2020):
- Category: Premium Cookies
- Brands: Royal Dansk®, Kjeldsens®
- Significance: Added global butter cookie recognition.
- Note: Acquired by Ferrero-affiliated companies
Ferrero purchased Kelsen Group for $300 million, and acquired two globally distributed butter cookie brands. These were often gifted during holidays, expanding its seasonal and premium biscuit offering.
6. Fox’s Biscuits (2020):
- Category: Biscuits
- Brands: Fox’s®, Rocky®
- Significance: Expanded Ferrero’s baked goods reach in the UK.
- Note: Acquired by Ferrero-affiliated companies
Ferrero’s £250 million acquisition of Fox’s Biscuits added heritage-rich UK brands to Ferrero’s lineup. This helped the company compete more effectively in grocery store biscuit aisles with everyday snack options.
7. Fannie May (2017):
- Category: Premium Chocolate
- Brands: Fannie May®
- Significance: Historic U.S. chocolate brand with Midwest roots.
Buying Fannie May for $115 million gave Ferrero a respected American chocolate brand known for its quality and giftable appeal. It also allowed for deeper seasonal sales penetration across North America.
8. Thorntons (2015):
- Category: Chocolate Retail & Gifting
- Brands: Thorntons®
- Significance: First UK chocolate brand purchase; retail-focused expansion.
For £112 million, Ferrero acquired a well-known British chocolate chain, Thorntons. This enhanced its visibility in high streets and strengthened its retail presence in the region’s seasonal and gifting markets.
9. Wells Enterprises (2022):
- Category: Ice Cream
- Brands: Blue Bunny®, Bomb Pop®, Halo Top®
- Significance: Ferrero’s debut in frozen dessert with leading U.S. brands.
With the acquisition of Wells Enterprises (estimated at $1.5–2 billion), Ferrero entered the U.S. ice cream space. This move added high-volume, freezer-aisle brands and complemented its candy and snack offerings with dessert options.
10. Ferrara Candy Company (2017):
- Category: Non-Chocolate Candy
- Brands: Trolli®, Black Forest®, Brach’s®
- Significance: Entry into U.S. gummies, chews, and seasonal candies.
- Note: Acquired by Ferrero-affiliated companies
The Ferrara Candy Company deal gave Ferrero control over a major U.S. candy producer known for gummies, seasonal candies, and classic American flavors. This laid the foundation for broader confectionery leadership.
11. Oltan Group (2014):
- Category: Raw Ingredient – Hazelnuts
- Brands: Ferrero Findik (Hazelnut supplier)
- Significance: Secured hazelnut supply chain—crucial for Nutella®.
Acquiring Oltan Group, the world’s largest hazelnut supplier, gave Ferrero full vertical integration for one of its core ingredients – Hazelnut. This acquisition helped Ferrero ensure price stability, quality control, and long-term sustainability.
12. FULFIL Nutrition (2022):
- Category: Protein Bars
- Brands: FULFIL®
- Significance: Expansion into functional snacking across UK, EU, Asia Pacific.
FULFIL, with its vitamin-rich and protein-packed bars, offered Ferrero an entry point into the “better-for-you” snacking category, especially popular with young and active consumers across Europe and Asia-Pacific.
13. Eat Natural (2020):
- Category: Healthy Snacks
- Brands: Eat Natural® bars, granola, toasted muesli
- Significance: Entry into natural, better-for-you snacks.
Ferrero’s UK-based acquisition of Eat Natural helped them embrace consumer demand for natural ingredients and minimal processing — adding granola bars and breakfast foods to its expanding wellness portfolio.
14. Jelly Belly (2023):
- Category: Jelly Beans / Candy
- Brands: Jelly Belly®
- Significance: Iconic U.S. brand with over 100 flavors, adding novelty to Ferrero’s mix.
- Note: Acquired by Ferrero-affiliated companies
Jelly Belly, known for its gourmet flavors and pop-culture appeal, gave Ferrero access to a globally recognized U.S. brand with a loyal fanbase and playful market positioning.
15. Dori Alimentos (2023):
- Category: Sweets & Snacks (Brazil)
- Brands: Pettiz®, Jubes®, Gomets®, Disqueti®
- Significance: Deepens presence in Latin America’s fast-growing market.
- Note: Acquired by Ferrero-affiliated companies
Ferrero’s acquisition of Dori Alimentos brought in a portfolio of fast-moving snack brands. It gave Ferrero a strong distribution network and market recognition in one of Latin America’s most dynamic consumer markets.
Other Notable Additions to the Ferrero Family
Beyond the top deals, Ferrero has acquired other businesses such as:
| Year | Food Category | Company | Highlight |
| 2023 | Frozen Bakery | Fresystem | Italian breakfast, frozen croissants and pastries |
| 2023 | Snack Bars | Medin production facility | Expands “better-for-you” production capabilities |
| 2019 | Ice Cream | Ice Cream Factory Comaker (ICFC) | Ferrero’s first move into frozen dessert manufacturing |
| 2018 | Snacks & Dessert | Keebler’s Cones & Fruit Snacks | Stretch Island®, Fruity Snacks®, Keebler® cones & crusts |
| 2016 | Belgian Biscuits | Delacre | Fine assorted European-style biscuits |
End Note
What began in a small Italian pastry shop is now a story of global ambition!
The history of Ferrero acquisitions shows a clear strategy: to evolve from a chocolate specialist into a diversified, global leader in the sweet-packaged food market.
By purchasing established brands with strong consumer loyalty, Ferrero is not just buying companies; it’s buying a bigger piece of the world’s pantry!
