Ferrero Group has agreed to acquire Power Crunch from Bio-Nutritional Research Group as part of its expansion strategy in the US. 

Under the deal, Ferrero will take over an office in Irvine, California, and roughly 50 employees will join the Ferrero Group in North America. 

According to the brand, the acquisition will help Ferrero expand in the “better-for-you product sector”, following the acquisitions of Fulfil and Eat Natural in Europe. 

“The quality craftsmanship and thoughtful investment Ferrero applies to our portfolio has driven our success across categories,” said Michael Lindsey, president and chief business officer of Ferrero North America. 

“We look forward to applying the same formula to the better-for-you category, starting with the distinctive products produced by the exceptional Power Crunch team.” 

Power Crunch, founded in 1996, is known for its portfolio of protein snacks, which includes a variety of wafer bars and high-protein crisps launched last year. 

The proposed transaction is expected to close in the coming weeks, subject to standard closing conditions.