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Ferrero Rocher


Company: The Ferrero Group

Brand value: US$2,425 million

Change since 2018: 2%

Headquarter city: Luxembourg

Category: Food & Dairy

Year formed: 1982

The Ferrero business behind Nutella hazelnut spread and Kinder chocolate launched the individually wrapped Ferrero Rocher 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, especially at Christmas and New Year. In recent years, the brand has switched its focus from indulgence to sharing and celebrating. Ferrero Rocher were first sold in the US in the late 1980s, launched in China in 1994, and Russia in 1996. Around 24 million Rocher are now produced per day. The Grand Ferrero Rocher encloses two Rocher balls in hazelnut-studded chocolate.