Ferrero To Invest $50 Million in Sports Marketing Strategy

Ferrero is “making its largest individual marketing investment to date,” committing over $50 million across its portfolio for a 2027 sports strategy that “signals a fundamental shift in how the company is positioning itself in the U.S. market,” by airing new campaigns for Kinder Bueno and Nutella during the Super Bowl.

Building on the Kinder Bueno campaign debut last year that drove a 140% lift in volume sales over the previous year, Ferrero said it will return to the Super Bowl with new campaigns for Kinder Bueno and Nutella. This marks Nutella's first-ever appearance.

Ferrero said the investment builds on Ferrero's growing presence in sports marketing, extending the brand beyond its traditional retail and social media footprint into one of the most watched cultural moments of the year.

The new Kinder Bueno and Nutella campaigns will air live during the game on February 14, 2027.

Also at Ferrero, Wells Enterprises, Inc., part of the Ferrero Group, recently debuted an “expanded lineup [turning] iconic candy brands into ice cream from Ferrero brands including Kinder Bueno White, Butterfinger, 100 Grand, Baby Ruth as well as Ferrara’s Lemonhead and Trolli.”

The new brand-led frozen novelties include:

• Kinder Bueno White Frozen: “A multi-textural treat, Kinder Bueno White Frozen pairs creamy hazelnut-flavored frozen dessert with an iconic Kinder Bueno White disk and a crispy meringue crumble to create a joyful, premium experience that brings the signature Kinder Bueno taste to life. Available in 3.04 fluid-ounce single-serve cones and 14 fluid-ounce tubs.”
• Butterfinger Ice Cream Pints and Cones: “This multi-textured mashup features a blend of creamy Butterfinger-flavored ice cream and the brand’s iconic crispety, crunchety, peanut-buttery goodness in every bite, available in 16 fluid-ounce pints and 3.04 fluid-ounce single-serve cones.”
• Lemonhead Core Pops: “Making its debut in the frozen category, Lemonhead Core Pops combines a bright, bold Lemonhead flavored candy center with mouth-puckering lemon frozen confection. Available in a portable, no-mess 3.0 fluid-ounce iconic and nostalgic retro pop format for easy snacking.”

With the holiday season around the corner, Little Debbie unveiled its official 2026 Christmas product lineup. “This year's collection features the debut of two exciting new seasonal additions designed to create sweet holiday memories for families everywhere: Hot Cocoa Mini Muffins and Big Pack Christmas Old Fashioned Donuts,” it said.

The new Hot Cocoa Muffins feature rich chocolate and toasty marshmallow-flavored bits and are wrapped in individual pouches. The new Big Pack Christmas Old Fashioned Donuts are cake-style donuts with a rich, moist texture paired with a crispy edge, all finished in a sweet glaze and dressed up with a holiday shower of festive red and green sprinkles.

Candy