Italian multinational group Ferrero is overhauling its products to attract premium chocolate lovers.  For the past couple of years, Ferrero’s North America division has been on a mission to reach more customers by launching new product formats and giving existing ones a facelift. The parent company owns popular European brands like Kinder and Nutella, as well as American mass-market candy bars such as Butterfinger, Crunch and Baby Ruth.

Thus far, the efforts have yielded double-digit increases in sales, along with an expansion of these brands’ customer base. Catherine Bertrac, senior vp of marketing at Kinder under Ferrero’s North America division, told Modern Retail that the group is in the middle of what it calls a multiyear “premiumization” roadmap.