Ferrero Rocher is expanding its U.S. chocolate portfolio with the debut of Ferrero Rocher® Chocolate Squares, a contemporary extension of its signature gold-wrapped praline. The new format delivers the brand’s hallmark blend of chocolate and hazelnut in a square-shaped bite, designed for modern snacking and sharing occasions.
The product features a thin chocolate shell encasing a creamy filling layered with crispy hazelnuts and crunchy crispies. Unlike the brand’s original confection, which is individually presented in gold foil, the new squares are offered for the first time in a premium resealable stand-up bag format, each square still individually wrapped.
Ferrero Rocher positions the launch as both a nod to its heritage of creating multi-layered chocolate experiences and as an answer to evolving consumer demands for convenient, shareable indulgence. The rollout is also accompanied by a campaign inviting consumers to celebrate the innovation alongside the brand, highlighting both its premium identity and its ability to adapt formats without losing its distinctive identity.
Market And Competitive Context
Ferrero’s Positioning
Ferrero holds a modest yet steady presence in the U.S. chocolate market compared with dominant players.
Its global reputation for premium hazelnut confections gives the brand a differentiated identity among mass and mid-tier offerings.
With this launch, Ferrero is extending its reach beyond gifting occasions into everyday premium snacking formats.
Rival Brand Activity
Hershey’s, America’s top brand has recently introduced multiple limited-edition products including Hershey’s Kisses Cinnamon Toast Crunch and a new caramel-filled Hershey’s Milk Chocolate Bar. The company is also leaning into collaborations, with Pokémon and Harry Potter-themed chocolates.
Reese’s has diversified with seasonal and collaborative twists, including Oreo and red velvet variants.
M&M’s continues experimenting with limited-time flavors such as Cookies & Creme and strawberry & cream, with seasonal Halloween blends.
Lindt and Russell Stover have capitalized on the viral “Dubai Style” chocolate trend, adding pistachio, phyllo, and nut inclusions.
Snickers and Crunch are reshaping classic formats with sauces and white chocolate versions.
Industry Trends And Themes
Collaborations With Entertainment IPs: Partnerships with pop culture franchises strengthen relevance with younger demographics. Examples include Hershey’s x Pokémon; Reese’s x Peanuts.
Dubai Chocolate Inspirations: Dubai Chocolates-inspired launches are increasingly prominent. Examples include Lindt’s Dubai Style Bar; Russell Stover’s Dubai Style Chocolate.
Experiential And Lifestyle Engagement: Brands consistently weave chocolate into cultural moments through playful activations and lifestyle partnerships. These include gamified promotions, such as Tony’s Chocolonely’s Mystery Box giveaway that leverages surprise and community-building, as well as sports tie-ins like Snickers’ NFL sponsorship with quarterback Josh Allen, which embeds the brand into game-day culture.