Confectionery giant Ferrero Group has snapped up fast-growing Brazilian protein brand Bold Snacks, in its first venture into nutrition on the continent.
Founded in 2018, Bold Snacks has grown rapidly by selling a range of protein bars, shakes and whey powders.
“We’re thrilled to welcome Bold Snacks to Ferrero, marking our first foray into the better-for-you segment in South America,” said Ferrero CFO Daniel Martinez Carretero.
“Bold Snacks is a distinctive brand with strong momentum in Brazil, and this transaction further strengthens our presence in the category while supporting the continued development of our portfolio across key geographies.”
Ferrero Brazil will take on Bold Snacks’ office and factory in Divinópolis, Minas Gerais, alongside around 300 of the company’s employees.
“Becoming part of Ferrero is an amazing opportunity for our business and our people,” said Bold Snacks founder and CEO Gabriel Ferreira.
“Being recognised by a global food leader with a strong track record of building and nurturing iconic brands provides a unique opportunity to accelerate our growth and help bring Bold Snacks to more consumers than ever before.”
The acquisition followed just two months after Ferrero revealed it had signed a deal to buy US protein snack company Power Crunch from Bio-Nutritional Research Group, in which it took on Power Crunch’s California office and 50 employees.
The confectionery giant established its presence in the UK and European protein market four years ago, in April 2022, when it bought Irish protein bar supplier Fulfil Nutrition.
Protein bars have surged in popularity in recent years, as consumers increasingly seek out low-calorie but nutritionally-dense products: NIQ statistics showed the category grew 16% in the 52 weeks to 6 September 2025.
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