It strengthens its position, to the conquest of the United States, the Ferrero, which seems in advantage, compared to the American giant Hershey, in the acquisition of the Nestlé chocolate bars. The two groups have presented their offers and the results should be known by next March, but except last minute surprises, Ferrero should have popped up in the US awarding of the Swiss company's activities that include brands such as the very popular Crunch, Butterfinger, Baby Ruth, Sno-Caps and Laffy Taffy. An operation with an economic value estimated between 2 billion and 2,5 billion dollars.
Nestle 'had announced plans to sell its confectionery division in the United States in June as part of a review of the company's product portfolio to better address the healthier needs of American consumers. By shedding its confectionery business, Nestlé in the United States appears to be intent on focusing on the sectors believed to be the fastest growing, namely coffee, pet food and water. Nestlé has tried on several occasions to revive its activities in the US, downloading brands such as Juicy Juice and PowerBar. A reorganization in which he has scored important hits, with the successes of DiGiorno pizza, Haagen-Dazs ice cream and Lean Cuisine frozen foods. If the operation, as it seems, goes through, Ferrero would become the third largest US group in the confectionery sector after Hershey and Mars itself. According to analysts, the producer of Nutella and Ferrero Roche seems better positioned to win the game because he is willing to be more aggressive in terms of price, probably also benefited by the recent purchase by the competitor Hershey of the producer of snack Amplify for the important sum. of 1,6 billion dollars.
With this acquisition, Ferrero would further strengthen itself in the American market where it set foot in the 1969. Last year the Alba company completed the acquisition of Ferrara Candy Company, the third largest confectionery company in the United States, in whose activities chocolate does not belong and which counts among its flagship products the rubbery Trolli, the Brach's that take off at Halloween and Black Forest Organic fruit candies.
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