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Company: The Ferrero Group

Brand value: US$2,372 million

Headquarter city: Luxembourg

Category: Food & Dairy

Year formed: 1982


The Ferrero business that gave sweet lovers around the world Nutella hazelnut spread and Kinder milk and chocolate products created the individually wrapped Ferrero Rocher premium chocolate in 1982. The product was immediately distinctive, with a spherical shape, layered construction and instantly recognizable gold packaging that added to the premium feel of the brand. Its popularity quickly gained momentum across Europe, in part due to a highly successful series of print and television campaigns that positioned Ferrero Rocher as the chocolate to share at high-end dinner parties, where they were seen as “a sign of good taste”. The brand is now closely linked to luxury and pleasure around the world. Ferrero Rocher were first sold in the US in the late 1980s, launched in China in 1994, and Russia in 1996. In recent years, the brand has switched its focus from indulgence to sharing and celebrating. The Ferrero factory in Alba, northern Italy, now produces 24 million Rocher per day. The brand is strongly associated with Christmas and New Year, when high golden pyramids of Rocher are often displayed in shops. The Ferrero Group is privately owned.