Ferrero North America is pushing Power Crunch through its first major brand overhaul since acquiring the protein bar label in 2025, debuting new packaging, a refined formula, and a national campaign called "A Lighter Way to Protein" across retail and e-commerce channels simultaneously.
The relaunch targets the fast-growing better-for-you snack segment at a moment when protein positioning has become table stakes across center-store and foodservice-adjacent retail. Power Crunch's wafer-and-filling format — delivering 12–14 grams of protein per bar without sugar alcohols — is designed to carve out shelf space against denser, chewier competitors that dominate the category.
The Brand Pitch
Daniel Cutchin, General Manager of Power Crunch at Ferrero USA, framed the timing around fall routine-setting: "Power Crunch has always stood out with its uniquely light wafer format and this next evolution of the brand builds on what consumers love most about the product — a protein snack that feels light, flavorful and easy to reach for any time of day."
The refreshed lineup spans five flavors — Peanut Butter Fudge, Chocolate Mint, Strawberry Crème, French Vanilla Crème, and Triple Chocolate — with crispy wafer layers and creamy filling retained from the original format. The brand also offers Power Crunch KIDS and Power Crunch PRO (20 grams of protein) as range extensions, giving retail buyers a tiered assortment across need states.
Ferrero's Distribution Lever
The strategic upside for Power Crunch is the Ferrero infrastructure behind it. Ferrero North America operates more than 15 plants and warehouses across the U.S., Canada, and the Caribbean, with a portfolio that includes Butterfinger, Keebler, and Famous Amos. That supply chain and retail-buyer access gives Power Crunch reach that was difficult to replicate as an independent brand.
For foodservice-adjacent operators — particularly convenience, vending, and noncommercial segments — the relaunch is worth tracking. Protein bars consistently rank among the top-velocity SKUs in grab-and-go sets, and a packaging refresh backed by a global CPG's marketing spend typically drives pull-through at the unit level. Operators sourcing through broadline or specialty distributors should expect renewed trade support behind the line.
The protein snack category has seen intensifying competition from bars, bites, and jerky formats as consumers treat mid-afternoon hunger as a distinct daypart. Brands able to differentiate on texture — rather than simply protein count — are gaining traction with buyers fatigued by undifferentiated label claims. Power Crunch's wafer architecture gives it a tangible sensory hook in a crowded set.
New Power Crunch packaging and formula are in national retail distribution now. Category managers evaluating snack program resets heading into Q4 will find the brand supported by a full campaign through the fall selling season.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
