As part of the Ferrero Group, Ferrara is an emerging powerhouse in the North American confections and sweet snacking categories and brings an expertise in growing storied brands with Keebler and Mother’s cookies that will pair with Utz’s expertise in potato chips and pretzels.
Responding to the growing consumer demand for variety packs, the partnership aligns category leaders with iconic brand portfolios and significant retail reach capabilities, making ‘a powerful combination’.
According to consumer research from IRI, more than 60% of consumers prefer sweet and salty varieties in a multi-pack, yet currently only 16% of available multi-packs offer that variety. The Ferrara and Utz partnership will begin in January 2022, with a diverse portfolio launch of different sized snack variety packs and competitively priced.
“We are excited to partner with Ferrara on a range of new Sweet & Salty Mix variety packs! Through the snack variety packs we mutually create, we’ll place tens of millions of Utz Brand packages into the hands of consumers across the United States, further accelerating the geographic expansion of Utz Brands, said Dylan Lissette, Chief Executive Officer, Utz Brands, Inc.
“Aligning Ferrara, Keebler, Mother’s and Utz is a winning combination, and there’s more in store for this creative and powerful partnership,”
The variety packs will include a range of indulgent sweet and salty snack foods, such as cookies, pretzels, cheeseballs and popcorn.
“We are constantly looking for new ways to innovate with the consumer in mind, and so we are very excited to partner with Utz and break into the Sweet & Salty category to leverage our expertise in growing storied brands like Keebler and Mother’s cookies and pair that with Utz’s experience in potato chips, pretzels and more,” said Natalie Hagstrom, General Manager, Cookies at Ferrara.
“With our respective diverse portfolios of products, both brands are poised to fuel future innovations in the space.”