Ferrero unveils its new products: innovation in the spirit of its iconic brands

Ferrero has unveiled five new products (from four brands) for the Italian market: the new Wonka range (featuring six products, including premium chocolate, sweets and chocolate eggs), the Nutella Cookies (which will join the Biscuits range) and Pain au Nutella (which strengthen Nutella’s presence in biscuits and frozen bakery products), the Pocket Coffee bar and egg, and Eat Natural Granola (from January 2027, the brand’s first breakfast offering). “A strategy,” the company emphasises, “that strengthens iconic brands and opens up new consumption opportunities.”

These innovations – alongside the Kinder Crunchy Cookies, which expand the biscuit range and have also been available in supermarkets since September 2026 – were showcased at the second edition of the Innovation Day in Milan. They come at a time of growth for the Alba-based giant, which has achieved an estimated turnover of around 25 billion euros, including the recent acquisitions of WK Kellogg Co and CPK, completed after the end of the 2025 financial year (the financial statements as at 31 August showed a consolidated turnover of 22.3 billion euros), forming an ecosystem comprising more than 50 brands, over 60,000 employees and products sold in over 170 countries.

The 2026 edition of Innovation Day takes place in the year of Ferrero’s 80th anniversary and, as the company emphasises, ‘it embodies that spirit: putting eighty years of expertise at the service of innovation, to strengthen iconic brands and create new consumer opportunities’.

“Eighty years ago, in Alba, Ferrero began to invent products and categories. Today, that same spirit guides us in two directions: strengthening our iconic brands, which are part of the lives of Italian families, and boldly exploring new consumer opportunities,” says Fabrizio Gavelli, Chairman and Chief Executive Officer of Ferrero Commerciale Italia. “The five innovations we are presenting stem from this. For us, innovation remains the driving force behind a system that combines quality, people and uniqueness: it is our way of celebrating our 80th anniversary whilst looking to the future.”

As is well known, the company was founded in Alba in 1946, where Pietro Ferrero transformed hazelnuts from the Langhe into a paste that could be cut into slices: Pasta Gianduja. That insight led to the creation of Supercrema and, in 1964, Nutella, followed by Kinder (1968), Tic Tac (1969), Estathé (1972) and Ferrero Rocher (1982) – products that have pioneered new categories and created new consumption opportunities, becoming part of the daily lives of generations of people. “Eighty years that demonstrate how a company can remain true to itself whilst continuing to innovate: strengthening its iconic brands, the heart of the Group, whilst at the same time expanding into new areas,” says Ferrero, reflecting on the evolution of the company’s business, in which 2015 marked the start of a new chapter.