Ferrero has agreed to acquire US-based protein-snack maker Power Crunch from Bio-Nutritional Research Group for an undisclosed sum.

Power Crunch offers protein snack products, including wafer bars and high-protein crisps, which debuted last year.

Under the terms of the agreement, the confectionery major will assume operations at Power Crunch’s office in Irvine, California. The Nutella maker will take on around 50 employees.

In a statement, the Italian chocolate giant said the deal “further supports Ferrero’s expansion in the better-for-you product category”.

Michael Lindsey, the president of Ferrero’s business in North America, said: “The quality craftsmanship and thoughtful investment Ferrero applies to our portfolio has driven our success across categories. We look forward to applying the same formula to the better-for-you category, starting with the distinctive products produced by the exceptional Power Crunch team.”

Ferrero, home to brands including Ferrero Rocher and Tic Tac, has been making acquisitions in areas of snacks deemed to be “better-for-you” segment in recent years. In 2022, the company bought Fulfil Nutrition, the Ireland-based protein-bar maker.

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The same year, Ferrero snapped up Wells Enterprises, one of the largest ice-cream makers in the US. The Wells Enterprises portfolio, though centred on conventional, indulgent ice cream, did feature Halo Top, a US brand that shook up the ice-cream category on both sides of the Atlantic in the late 2010s with its low-calorie fare.

Subject to regulatory approvals and necessary closing conditions, the deal for Power Crunch is expected to conclude in the coming weeks, Ferrero said.

Power Crunch founder and CEO Kevin Lawrence added: “Power Crunch joining Ferrero is an amazing opportunity. The company’s commitment to quality and ambitions in the better-for-you snacks category will help bring Power Crunch to more consumers than ever before.”