Now backed by Ferrero, the protein bar brand steps into its next chapter, proving protein snacking can be light and enjoyable, not a compromise
PARSIPPANY, N.J., Sept. 2, 2026 /PRNewswire/ — As consumers settle into fall routines and look for simple ways to power through the day, including the inevitable mid-afternoon slump, Power Crunch®, the protein bar brand known for its signature crispy wafer layers and creamy filling, is unveiling a new chapter for the brand. Featuring refreshed packaging, a refined formula and a new campaign, A Lighter Way to ProteinTM, Power Crunch is bringing a lighter approach to protein snacking.
As consumers continue seeking convenient, protein-packed snacks, Power Crunch is bringing a fresh perspective to the category. With its light, airy wafer texture, indulgent taste and 12-14 grams of protein per bar, Power Crunch delivers the nutrition consumers expect in a format that feels lighter, crunchier and easier to enjoy throughout the day.
“Fall is often a season of fresh starts and new routines, making it the perfect moment to reintroduce Power Crunch to consumers,” said Daniel Cutchin, General Manager of Power Crunch at Ferrero USA. “Power Crunch has always stood out with its uniquely light wafer format and this next evolution of the brand builds on what consumers love most about the product: a protein snack that feels light, flavorful and easy to reach for any time of day.”
The relaunch also introduces A Lighter Way to ProteinTM, a new campaign inspired by Power Crunch’s belief that protein snacks can deliver both nutrition and flavor in a format that feels lighter, crunchier and more approachable.
A Smarter Pick-Me-Up for the Afternoon Slump
For many consumers, the mid-afternoon hours between 2-4pm can feel like the longest stretch of the day1. As people navigate busy workdays, commutes and packed schedules, Power Crunch protein bars offer a convenient protein-forward snack designed to help fuel everyday moments without flavor feeling like a compromise.
Featuring 12-14 grams of protein and signature crispy wafer layers, Power Crunch delivers a distinctive snack experience that reflects the brand’s belief that better-for-you choices should feel approachable, uplifting and effortless, without the dense texture often associated with traditional protein bars.
Built on What Makes Power Crunch Protein Bars Unique
The refreshed Power Crunch protein bar lineup continues to deliver the quality features that have made the brand a longtime favorite among protein snack consumers:
- Signature crispy, airy wafer layers
- 12-14 grams of protein per bar
- Creamy filling and no sugar alcohols
- Multiple flavor varieties, including: Peanut butter fudge, Chocolate mint, Strawberry crème, French vanilla crème and Triple Chocolate
- Light wafer texture that offers a refreshing alternative to traditional dense protein bars
This relaunch marks an important milestone for the brand following its acquisition by Ferrero Group in 2025, bringing the support and scale of one of the world’s leading sweet-packaged food companies while continuing to build on Power Crunch’s unique position within the protein snack category.
The new package and formulated Power Crunch protein bars are rolling out at retailers nationwide and online now. For more information, visit powercrunch.com and follow Power Crunch on Instagram, Facebook, and TikTok.
1 The National Sleep Foundation
About Power Crunch
Since launching in 2003, Power Crunch® has helped redefine the protein bar category in the United States, earning a loyal following with its distinctive combination of light, crispy wafers and creamy filling. Over the years, the brand has expanded its portfolio to meet a variety of consumer needs, beginning with its Original line, available in 14 delicious flavors and offering 12-14g of protein per bar. The lineup now also includes Power Crunch KIDS, specially crafted for youngers, and Power Crunch PRO, featuring 20g of protein and available in three indulgent flavors.
About Ferrero
Ferrero began in the small town of Alba in Piedmont, Italy, in 1946. Today, it is one of the world’s largest sweet-packaged food companies, with over 35 iconic brands sold in more than 170 countries. The Ferrero Group brings joy to people around the world with much-loved treats and snacks including Nutella®, Kinder®, Tic Tac®, and Ferrero Rocher®. More than 47,000 employees are passionate about helping people celebrate life’s special moments. The Ferrero Group’s family culture, now in its third generation, is based on dedication to quality and excellence, heritage and a commitment to the planet and communities in which we operate.
Ferrero entered the North American market in 1969 and has grown to more than 5,400 employees in 15 plants and warehouses, and eight offices in North America across the United States, Canada, and the Caribbean. It has expanded its presence and portfolio with the addition of iconic brands such as Butterfinger®, CRUNCH®, Keebler®, Famous Amos®, Mother’s® Cookies, and other distinctive cookie and chocolate brands. For additional information, please visit FerreroNorthAmerica.com and stay connected with Ferrero on social (Instagram, X).
Media contact: Christina Panta, christina.panta@omc.com
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SOURCE Ferrero North America
