The Nutella producer wants to be fit. Did it end sweetly?

Bold Snacks was established in 2018 and has built its position thanks to a digital strategy and an offer of protein bars and protein powders, containing up to approx. 18-20 g of protein per serving. We are talking about quality products, without added sugar and with high fiber content. For Ferrero, the acquisition of Bold is a way to strengthen its healthy snacks portfolio and enter the “better-for-you” segment in South America.

The company already has the Eat Natural, FULFIL and Power Crunch brands in Europe and North America. Ferrero will also take over the production plant in Divinópolis (Minas Gerais) and approximately 300 employees.

GLP‑1 drugs such as Ozempic are powerful appetite suppressants, which promote weight loss, but also increase the risk of losing muscle mass if the diet is too low in protein. Dietitians recommend that people taking semaglutide focus on high-protein foods (about 60 g of protein per day or 25-30 g per meal) to maintain muscle, energy and metabolic rate.

The growing fashion for GLP-1 drugs, on the one hand, has become a threat to the FMCG (basic products) market, because consumers in highly developed countries suddenly started… eating less. On the other hand, it was an impulse for the dynamic development of complementary products, tailored to the needs of people using such obesity treatment.

In this context, practical, protein-rich snacks – such as Bold bars or protein supplements – can help consumers “reach” the recommended protein level despite lower appetite, while providing fiber and limiting sugar. In turn, for Ferrero, it is an opportunity for further development and diversification of revenues – specialized products provide an opportunity for higher margins.