LUXEMBOURG — Global sweet snacks manufacturer The Ferrero Group has entered an agreement to buy Bold Snacks, a Brazilian maker of premium protein snacks.
Financial terms of the deal weren’t disclosed.
Based in Divinópolis, Minas Gerais, Brazil, Bold Snacks produces a line of protein snacks in bar and wafer tube formats containing 10 grams to 21 grams of protein, available in a range of indulgent flavors and varieties. Ferrero noted the company’s digital strategy and recent expansion into whey beverage powders, which come in various flavors and offer 22 grams of protein.
“We’re thrilled to welcome Bold Snacks to Ferrero, marking our first foray into the better-for-you segment in South America,” said Daniel Martinez Carretero, chief financial officer of Luxembourg-based Ferrero Group. “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.”
As part of the acquisition, Ferrero said it will take over Bold Snack’s office and facility in Divinópolis, Minas Gerais, and its approximately 300 employees are expected to join Ferrero Brazil.
“Becoming part of Ferrero is an amazing opportunity for our business and our people,” said Gabriel Ferreira, chief executive officer of Bold Snacks, who founded the company in 2018. “Being recognized 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.”
Ferrero said the deal is expected to close in the coming months, pending customary closing conditions.
The addition of Bold Snacks will expand Ferrero’s roster of better-for-you brands, which include Eat Natural and FULFIL in Europe and Power Crunch in North America. Ferrero said that, in Brazil, the company and its affiliate Dori Alimentos, owned by Ferrara, have 4,500 employees across five plants and three offices. Ferrero acquired the Power Crunch protein bars and snacks brand from Irvine, Calif.-based Bio-Nutritional Research Group Inc. in early 2025.
