Ferrero is accelerating its expansion in the United States with more than $150 million committed to sports-centered marketing initiatives announced over the past two years, reinforcing the Italian food group's ambition to become an even bigger part of American everyday life.
The company announced more than $100 million in October 2025 for campaigns surrounding the 2026 Super Bowl and soccer's World Cup. In October 2026, it added a separate commitment exceeding $50 million for 2027, including commercials for Nutella and Kinder Bueno during the February 14 Super Bowl.
The strategy is already producing encouraging results. According to Ferrero, Kinder Bueno's first Super Bowl commercial helped generate a 140% increase in U.S. sales volume compared with the previous year. Nutella also enjoyed remarkable exposure in April, when a jar appeared aboard NASA's Artemis II mission. Company data showed a 60.7% year-over-year increase in searches for Nutella, while Amazon unit sales rose 20.2% above their pre-event baseline.
Ferrero is combining this advertising momentum with American manufacturing and product innovation. A $75 million investment in Franklin Park, Illinois, created 50 jobs and enabled production of Nutella Peanut, the brand's first new flavor in 60 years and its first product manufactured in the United States.
Founded in Alba, Italy, in 1946, Ferrero now sells more than 35 brands in over 170 countries. Its latest investments illustrate how an Italian family business is pairing its heritage with new ideas, local jobs, and a growing connection with American consumers across an increasingly competitive marketplace.
