Milling & Baking News Corporate Profiles - 2019 - 72

COMPANY OVERVIEW

The Ferrero Group
Acquisitions continue to propel U.S. footprint
ased in Luxemburg, The Ferrero Group
continued to increase its footprint and
product offerings in North America this
year, acquiring Kellogg Co.'s selected cookie, fruit
snack, pie crust and ice cream cone business in
July. The $1.3 billion transaction brought a portfolio that includes Keebler, Famous Amos, Mother's
and Murray cookies as well as Little Brownie Bakers, supplier of cookies to the Girl Scouts of the
U.S.A., into Ferrero's fold. Collectively, the businesses generated approximately $900 million
in sales last year, according to Kellogg. The deal
marked Ferrero's first foray into the growing U.S.
snack space.
"We're acquiring a portfolio of well-established brands that consumers love, with very
strong market positions across their respective
categories, allowing us to significantly diversify our portfolio and capitalize on exciting new
growth opportunities in the world's largest cookies market," said Lapo Civiletti, chief executive
officer of Ferrero.
The Ferrero Group is the world's third largest
chocolate confectionery company, with global sales
of more than $12 million and brands that include
Tic-Tac, Nutella and Ferrero Rocher.
The Kellogg deal was the latest in a series of acquisitions that began in 2017 with

B

the purchase of Ferrara Candy Co., maker of
Brach's Lemonheads and Red Hots, for $1.3
billion. Last year, Ferrero purchased Nestle's
U.S. chocolate business for $2.8 billion. The
deal added more than 20 candy brands to
the company's portfolio, including Butterfinger, Baby Ruth, Crunch, Laffy Taffy, SweeTarts
and Nerds.
The acquired Kellogg portfolio will be managed by Ferrara Candy Co., which also manages
the former Nestle U.S. confectionery business.
"About 90% of consumers that are eating
candy are consumers that are eating cookies,"
said Sarah Kittel, head of corporate communications at Ferrara Candy Co. "For a category in
snacks that's growing about 4%, we're able to
bring a lot of opportunity and growth potential
to our customers and cross-collaboration within
our business."
Ferrero has so far taken a paced approach
to making changes to the brands it acquires.

The company launched a revamped Butterfinger bar in February, making it the first of the
former Nestle brands to receive a makeover. The
new bar features higher quality ingredients like
jumbo peanuts and a higher cocoa to milk ratio
in the chocolate coating.
"We invested in quality ingredients and
quality packaging, and we also invested in advertising," said Kristen Mandel, senior director
of marketing at Ferrara Candy Co. "We tripled
the marketing spend that previously was behind Butterfinger, and our results honestly have
blown us and the category away."
The company plans to unveil an upgraded
version of the 99-year-old Baby Ruth candy bar
in 2020.
In addition to bulking up its offerings
through high-profile M.&A. deals, Ferrero is tapping into its legacy brands to boost sales and
widen its U.S. footprint. It entered the boxed
chocolate category in September with the launch
of Ferrero Golden Gallery Signature. Tic Tac XFreeze, a sugar-free mint that is 50% larger
than the original, also launched in September.
Ferrero also is expanding the internationally
popular Kinder brand in the United States with
the launch of Kinder Bueno, slated for a stateside debut in November. CP

Chief executive officer
Lapo Civiletti

Ferrero's buildup of brands
BRANDS RECENTLY ACQUIRED BY THE FERRERO GROUP INCLUDE:
Keebler, Famous Amos,
Mother's and Murray
cookies from the
Kellogg Co.

72 \ November 2019

Butterfinger, Baby Ruth, Crunch,
Laffy Taffy, SweeTarts and Nerds
from Nestle.

Brach's, Lemonheads and Red Hots
in the acquisition of
Ferrara Candy Co.

Milling & Baking News * Food Business News * Baking & Snack * Meat+Poultry * Pet Food Processing

Corporate Profiles



Milling & Baking News Corporate Profiles - 2019

Table of Contents for the Digital Edition of Milling & Baking News Corporate Profiles - 2019

Milling & Baking News Corporate Profiles - 2019
CONTENTS
EDITORIAL - Plant-based foods: Chronicle of a boom foretold
INDUSTRY REVIEW: GRAIN-BASED FOODS
INDUSTRY REVIEW: PACKAGED FOODS
INDUSTRY REVIEW: BEVERAGES
INDUSTRY REVIEW: MEAT AND POULTRY
INDUSTRY REVIEW: DAIRY
INDUSTRY REVIEW: CONFECTIONERY
INDUSTRY REVIEW: FOOD SERVICE
INDUSTRY REVIEW: PET FOOD
INDUSTRY REVIEW: PLANT PROTEIN
INDUSTRY REVIEW: CANNABIS
Beyond Meat, Inc.
Grupo Bimbo S.A.B. de C.V.
Campbell Soup Co.
Coca-Cola Co.
Conagra Brands, Inc.
Danone S.A.
Dean Foods Co.
The Ferrero Group
Flowers Foods, Inc.
General Mills, Inc.
The Hershey Co.
Hostess Brands, Inc.
The J.M. Smucker Co.
Kellogg Co.
Kraft Heinz Co.
Kroger Co.
Mars, Inc.
McDonald’s Corp.
Mondelez International
Nestle S.A.
PepsiCo, Inc.
Post Holdings, Inc.
TreeHouse Foods, Inc.
Tyson Foods, Inc.
Walmart Inc.
AD INDEX
Milling & Baking News Corporate Profiles - 2019 - Milling & Baking News Corporate Profiles - 2019
Milling & Baking News Corporate Profiles - 2019 - 2
Milling & Baking News Corporate Profiles - 2019 - 3
Milling & Baking News Corporate Profiles - 2019 - 4
Milling & Baking News Corporate Profiles - 2019 - 5
Milling & Baking News Corporate Profiles - 2019 - CONTENTS
Milling & Baking News Corporate Profiles - 2019 - 7
Milling & Baking News Corporate Profiles - 2019 - EDITORIAL - Plant-based foods: Chronicle of a boom foretold
Milling & Baking News Corporate Profiles - 2019 - 9
Milling & Baking News Corporate Profiles - 2019 - INDUSTRY REVIEW: GRAIN-BASED FOODS
Milling & Baking News Corporate Profiles - 2019 - 11
Milling & Baking News Corporate Profiles - 2019 - 12
Milling & Baking News Corporate Profiles - 2019 - 13
Milling & Baking News Corporate Profiles - 2019 - 14
Milling & Baking News Corporate Profiles - 2019 - 15
Milling & Baking News Corporate Profiles - 2019 - 16
Milling & Baking News Corporate Profiles - 2019 - 17
Milling & Baking News Corporate Profiles - 2019 - 18
Milling & Baking News Corporate Profiles - 2019 - 19
Milling & Baking News Corporate Profiles - 2019 - 20
Milling & Baking News Corporate Profiles - 2019 - 21
Milling & Baking News Corporate Profiles - 2019 - 22
Milling & Baking News Corporate Profiles - 2019 - 23
Milling & Baking News Corporate Profiles - 2019 - INDUSTRY REVIEW: PACKAGED FOODS
Milling & Baking News Corporate Profiles - 2019 - 25
Milling & Baking News Corporate Profiles - 2019 - 26
Milling & Baking News Corporate Profiles - 2019 - 27
Milling & Baking News Corporate Profiles - 2019 - 28
Milling & Baking News Corporate Profiles - 2019 - 29
Milling & Baking News Corporate Profiles - 2019 - 30
Milling & Baking News Corporate Profiles - 2019 - 31
Milling & Baking News Corporate Profiles - 2019 - INDUSTRY REVIEW: BEVERAGES
Milling & Baking News Corporate Profiles - 2019 - 33
Milling & Baking News Corporate Profiles - 2019 - INDUSTRY REVIEW: MEAT AND POULTRY
Milling & Baking News Corporate Profiles - 2019 - 35
Milling & Baking News Corporate Profiles - 2019 - 36
Milling & Baking News Corporate Profiles - 2019 - 37
Milling & Baking News Corporate Profiles - 2019 - INDUSTRY REVIEW: DAIRY
Milling & Baking News Corporate Profiles - 2019 - 39
Milling & Baking News Corporate Profiles - 2019 - 40
Milling & Baking News Corporate Profiles - 2019 - 41
Milling & Baking News Corporate Profiles - 2019 - INDUSTRY REVIEW: CONFECTIONERY
Milling & Baking News Corporate Profiles - 2019 - 43
Milling & Baking News Corporate Profiles - 2019 - 44
Milling & Baking News Corporate Profiles - 2019 - 45
Milling & Baking News Corporate Profiles - 2019 - INDUSTRY REVIEW: FOOD SERVICE
Milling & Baking News Corporate Profiles - 2019 - 47
Milling & Baking News Corporate Profiles - 2019 - 48
Milling & Baking News Corporate Profiles - 2019 - 49
Milling & Baking News Corporate Profiles - 2019 - INDUSTRY REVIEW: PET FOOD
Milling & Baking News Corporate Profiles - 2019 - 51
Milling & Baking News Corporate Profiles - 2019 - INDUSTRY REVIEW: PLANT PROTEIN
Milling & Baking News Corporate Profiles - 2019 - 53
Milling & Baking News Corporate Profiles - 2019 - 54
Milling & Baking News Corporate Profiles - 2019 - 55
Milling & Baking News Corporate Profiles - 2019 - INDUSTRY REVIEW: CANNABIS
Milling & Baking News Corporate Profiles - 2019 - 57
Milling & Baking News Corporate Profiles - 2019 - Beyond Meat, Inc.
Milling & Baking News Corporate Profiles - 2019 - 59
Milling & Baking News Corporate Profiles - 2019 - Grupo Bimbo S.A.B. de C.V.
Milling & Baking News Corporate Profiles - 2019 - 61
Milling & Baking News Corporate Profiles - 2019 - 62
Milling & Baking News Corporate Profiles - 2019 - 63
Milling & Baking News Corporate Profiles - 2019 - Campbell Soup Co.
Milling & Baking News Corporate Profiles - 2019 - 65
Milling & Baking News Corporate Profiles - 2019 - Coca-Cola Co.
Milling & Baking News Corporate Profiles - 2019 - 67
Milling & Baking News Corporate Profiles - 2019 - Conagra Brands, Inc.
Milling & Baking News Corporate Profiles - 2019 - 69
Milling & Baking News Corporate Profiles - 2019 - Danone S.A.
Milling & Baking News Corporate Profiles - 2019 - Dean Foods Co.
Milling & Baking News Corporate Profiles - 2019 - The Ferrero Group
Milling & Baking News Corporate Profiles - 2019 - 73
Milling & Baking News Corporate Profiles - 2019 - Flowers Foods, Inc.
Milling & Baking News Corporate Profiles - 2019 - 75
Milling & Baking News Corporate Profiles - 2019 - 76
Milling & Baking News Corporate Profiles - 2019 - 77
Milling & Baking News Corporate Profiles - 2019 - General Mills, Inc.
Milling & Baking News Corporate Profiles - 2019 - 79
Milling & Baking News Corporate Profiles - 2019 - 80
Milling & Baking News Corporate Profiles - 2019 - 81
Milling & Baking News Corporate Profiles - 2019 - The Hershey Co.
Milling & Baking News Corporate Profiles - 2019 - 83
Milling & Baking News Corporate Profiles - 2019 - Hostess Brands, Inc.
Milling & Baking News Corporate Profiles - 2019 - 85
Milling & Baking News Corporate Profiles - 2019 - The J.M. Smucker Co.
Milling & Baking News Corporate Profiles - 2019 - 87
Milling & Baking News Corporate Profiles - 2019 - Kellogg Co.
Milling & Baking News Corporate Profiles - 2019 - 89
Milling & Baking News Corporate Profiles - 2019 - 90
Milling & Baking News Corporate Profiles - 2019 - 91
Milling & Baking News Corporate Profiles - 2019 - Kraft Heinz Co.
Milling & Baking News Corporate Profiles - 2019 - 93
Milling & Baking News Corporate Profiles - 2019 - Kroger Co.
Milling & Baking News Corporate Profiles - 2019 - 95
Milling & Baking News Corporate Profiles - 2019 - Mars, Inc.
Milling & Baking News Corporate Profiles - 2019 - 97
Milling & Baking News Corporate Profiles - 2019 - McDonald’s Corp.
Milling & Baking News Corporate Profiles - 2019 - 99
Milling & Baking News Corporate Profiles - 2019 - Mondelez International
Milling & Baking News Corporate Profiles - 2019 - 101
Milling & Baking News Corporate Profiles - 2019 - Nestle S.A.
Milling & Baking News Corporate Profiles - 2019 - 103
Milling & Baking News Corporate Profiles - 2019 - PepsiCo, Inc.
Milling & Baking News Corporate Profiles - 2019 - 105
Milling & Baking News Corporate Profiles - 2019 - Post Holdings, Inc.
Milling & Baking News Corporate Profiles - 2019 - 107
Milling & Baking News Corporate Profiles - 2019 - TreeHouse Foods, Inc.
Milling & Baking News Corporate Profiles - 2019 - 109
Milling & Baking News Corporate Profiles - 2019 - Tyson Foods, Inc.
Milling & Baking News Corporate Profiles - 2019 - 111
Milling & Baking News Corporate Profiles - 2019 - Walmart Inc.
Milling & Baking News Corporate Profiles - 2019 - 113
Milling & Baking News Corporate Profiles - 2019 - AD INDEX
Milling & Baking News Corporate Profiles - 2019 - 115
Milling & Baking News Corporate Profiles - 2019 - 116
https://www.nxtbook.com/sosland/mbncp/2020_10_01
https://www.nxtbook.com/sosland/mbncp/2019_11_01
https://www.nxtbook.com/sosland/mbncp/2018_10_01
https://www.nxtbook.com/sosland/mbncp/2017_10_01
https://www.nxtbook.com/sosland/mbncp/2016_11_01
https://www.nxtbook.com/sosland/mbncp/2015_10_01
https://www.nxtbook.com/sosland/mbncp/2014_11_01
https://www.nxtbook.com/sosland/mbncp/2014_10_01
https://www.nxtbook.com/sosland/mbncp/2013_11_01
https://www.nxtbook.com/sosland/mbncp/2012_1001
https://www.nxtbook.com/sosland/mbncp/2011_10_01
https://www.nxtbook.com/sosland/mbncp/2010_10_01
https://www.nxtbook.com/sosland/mbncp/2009_11_01
https://www.nxtbook.com/sosland/mbncp/2008_11_01
https://www.nxtbook.com/sosland/mbncp/2007_11_01
https://www.nxtbook.com/sosland/mbncp/2006_11_01
https://www.nxtbook.com/sosland/mbncp/2005_11_01
https://www.nxtbookmedia.com