Ferrero e la prima Corporate Tv in Italia

Ferrero’s long-standing tradition in chocolate and its ability to innovate have made the Italian group an absolute leader, with over 35 brands distributed in more than 170 countries and an annual turnover of €18.4 billion in 2024.

Internal OTT channel: the first corporate TV in Italy

Ferrero was among the first Italian companies to launch an internal digital communication platform, a true OTT channel dedicated to corporate TV. The project, developed together with Industree Communication Hub, made it possible to innovatively share corporate culture, strategic updates, and business results through an internal TV, strengthening employee engagement.

The acquisition of WK Kellogg: a strategic step towards America

In July 2025, Ferrero made an important strategic move by announcing the purchase of WK Kellogg Co. for approximately $3.1 billion (equal to $23 per share), an acquisition unanimously approved by WK Kellogg’s board.

What the acquisition entails

It includes the production, marketing, and distribution of historic American breakfast brands such as Corn Flakes, Froot Loops, Frosted Flakes, Special K, Rice Krispies, and others.

It represents a new “consumption occasion” for Ferrero, expanding beyond the confectionery sector into the breakfast market.

Strategic integration and North American growth

This acquisition is part of a consolidated strategic plan, which previously saw Ferrero purchase:

The U.S. confectionery business of Nestlé (2018) for $2.8 billion.

Wells Enterprises, producer of Blue Bunny ice cream (2022).

Currently, in North America the group employs over 14,000 people, with 22 plants and 11 offices.

The union of two successful food traditions

As Giovanni Ferrero stated, the acquisition “is more than just a transaction: it represents the meeting of two companies with a century-long tradition and loyal consumers.”

For his part, WK Kellogg CEO Gary Pilnick emphasized how the merger offers new resources and opportunities to grow iconic American brands even beyond the cereal sector.

Conclusion

Ferrero once again proves its visionary capacity: by bringing legendary American breakfast brands into its portfolio, it strengthens its global presence. At the same time, with the internal implementation of the OTT channel, it confirms its innovative spirit in corporate culture. Thus, the Piedmontese company looks to the future with strategy and passion, while staying true to its heritage.