Ferrero has expanded far beyond imported chocolates in the United States, assembling a portfolio of more than 50 brands through acquisitions and backing it with new factories, research capacity and U.S.-specific product launches. The privately held Italian company says the U.S. share of its global revenue has risen to about 15% from roughly 4% a decade ago, while annual U.S. revenue has grown to about $3 billion from roughly $600 million since 2017. Its deals include Fannie May, Nestlé's U.S. confectionery business, Kellogg's cookie and fruit-snack brands, and, most recently, the $3.1 billion purchase of WK Kellogg, which added cereal names including Froot Loops and Frosted Flakes. Ferrero has also invested more than $5 billion in the U.S. over the past five years, including a Chicago innovation center, a Bloomington, Illinois, chocolate-processing facility, and a $75 million Nutella Peanut production line as it adapts more products to American preferences.