Ferrero Group has signed an agreement to acquire BOLD Snacks, marking its entry into the fast-growing health and wellness snack category in South America and expanding its global functional foods portfolio.
Founded in 2018 by Gabriel Ferreira, BOLD Snacks has rapidly emerged as one of Brazil’s leading premium protein snack brands, known for its digital-first strategy, high-protein bars, and expansion into whey-based products. The acquisition includes the company’s manufacturing facility and headquarters in Divinópolis, along with a workforce of around 300 employees who will join Ferrero’s existing operations in Brazil.
The move aligns with Ferrero’s broader strategy to build a global “better-for-you” portfolio, complementing its traditional confectionery business. BOLD Snacks will join a growing lineup of functional brands under Ferrero, including Power Crunch, FULFIL Nutrition, and Eat Natural, as the company diversifies into high-growth nutrition segments.
Brazil represents a strategic market for this expansion, with the healthy snacks category projected to grow steadily in the coming years, driven by rising middle-class consumption and increasing demand for protein-rich, functional foods. The acquisition also complements Ferrero’s earlier move to strengthen its regional footprint through Dori Alimentos, enabling a balance between mass-market and premium offerings.
In addition to product expansion, Ferrero is expected to leverage BOLD’s direct-to-consumer capabilities and digital expertise, potentially applying similar strategies across its Latin American operations.
The transaction is subject to regulatory approvals and is expected to close in the coming months, reinforcing Ferrero’s shift toward becoming a diversified global snacking powerhouse beyond traditional indulgence categories.
