Ferrero Rocher is entering a new chapter in its storied history with the launch of Ferrero Rocher Chocolate Squares, delivering the classic taste and multi-layered experience of its iconic gold-wrapped praline, which debuted in 1982, in a fresh and accessible format. The innovation meets consumer demands for affordable-yet-elevated indulgence, responding to confectionery trends while retaining the Ferrero Rocher identity.

To learn more about the Ferrero Rocher Chocolate Squares line, the brand's legacy and evolution, the drivers behind the new product's imagining, and how the products came to be, we hear from Susan Burris, marketing director, premium chocolate innovation at Ferrero Rocher.

Bailee Henderson: Ferrero Rocher has long been associated with premium indulgence. How does the new Ferrero Rocher Chocolate Squares line build on that legacy while appealing to today’s consumers?

Susan Burris: Our new Ferrero Rocher Chocolate Squares honor the legacy of our beloved praline while meeting the needs of today’s more dynamic and convenience-driven consumers. Each square retains the signature multi-layered experience Ferrero Rocher offers—smooth chocolate, creamy filling, roasted hazelnuts, and crispy textures—but is reimagined in an individually wrapped format within a standup bag. They’re crafted to be the perfect treat for celebrating life’s everyday moments whether you’re sharing, gifting, or savoring one on the go.

BH: What trends in the premium confectionery category influenced the decision to expand Ferrero Rocher beyond the original gold-wrapped praline?

SB: Today’s consumer is looking for multi-sensorial experiences with layered textures and bold flavors, which makes our signature hazelnut crunch in a new square format a natural evolution. At the same time, Millennials and Gen Z are prioritizing convenience and mindful indulgence, favoring individually wrapped, bite-sized options that fit their dynamic lifestyles. Ferrero Rocher Chocolate Squares deliver on all these fronts, bringing our craftsmanship into a modern, shareable format that celebrates life’s moments.

BH: What made now the right time to introduce a new shape and packaging to Ferrero Rocher's classic lineup?

SB: Innovation has always been an important part of our growth strategy. In fact, in 2022, we introduced the Ferrero Rocher Chocolate Bars and introduced new flavors profiles for the bars last year. Chocolate Squares are our most significant format innovation since that time, representing our desire to meet the needs of consumers. Today’s shoppers are looking for affordable luxuries, convenient formats, and ways to celebrate both big milestones and small everyday wins. Chocolate Squares deliver that experience with our iconic multi-layered hazelnut taste in individually wrapped bites, perfect for sharing or savoring on the go.

BH: In what ways does the new Chocolate Squares innovation reflect Ferrero Rocher’s evolution?

SB: While we are evolving to accommodate modern lifestyles, we’re also staying true to what consumers love—our signature multi-layered textures and hazelnut flavor. This allows us to move beyond seasonal gifting to become part of everyday celebrations. By introducing a convenient, individually wrapped format in a stand-up bag, we’ve made it easier for people to enjoy Ferrero Rocher in more moments. It’s a natural progression that honors our heritage while embracing contemporary trends like accessibility and premiumization.

BH: How do the Chocolate Squares reflect changing consumer preferences around indulgence, especially in terms of portion size, flavor variety, and shareability?

SB: Each piece is individually wrapped, making it easy for consumers to either share or enjoy on their own. Ferrero Rocher Chocolate Squares will also be offered in a range of pack sizes, from single size to larger standup bags to cover various consumer needs.

BH: Can you walk us through the development process for the four new flavors—Milk Hazelnut, Dark Hazelnut, White Hazelnut, and Caramel Hazelnut—and what makes each one distinct?

SB: A dedicated and passionate team of 50 people have been hard at work for over three years, testing and developing more than 300 recipes to ensure the best possible taste experience. The result is the creation of four multi-sensorial, indulgent experiences.

A classic flavor profile, Milk Hazelnut features the delicate taste of smooth milk chocolate, combined with delicious roasted hazelnuts, crunchy crispies, and creamy chocolate filling.

Dark Hazelnut blends mild dark chocolate together with chopped hazelnut pieces, crunchy crispies, and a creamy chocolate filling.

White Hazelnut features an elegant white chocolate shell, layered with delicately roasted hazelnuts, crunchy crispies, and a creamy milky filling.

Finally, with Caramel Hazelnut, a smooth milk chocolate shell envelops a creamy caramel filling combined with chopped, roasted hazelnuts and crunchy crispies.

BH: Ferrero Rocher is known for its layered textures and signature hazelnut flavor. How did the team translate that experience into the new square format while maintaining the brand’s identity?

SB: Maintaining Ferrero Rocher’s identity was non-negotiable. The team focused on preserving the signature multi-layered experience—smooth chocolate, creamy filling, roasted hazelnuts, and crispy textures—while adapting it to a square format. Every detail, from the balance of flavors to the crunch-to-cream ratio, was crafted to deliver the same indulgent bite consumers love, now in a convenient, individually wrapped piece. The result is a modern interpretation that feels fresh yet unmistakably Ferrero Rocher.

BH: Finally, which of the four new Premium Squares flavors is your favorite?

SB: It’s so hard to choose! I tend to be a tried-and-true supporter, so I have to go for the Milk Hazelnut. It’s the perfect combination of flavor and texture! SF&WB

The candy brand got its start in Italy in 1982, created in a small town called Alba. According to the brand, its inventors wanted to create a premium, sophisticated specialty chocolate that was accessible to a broader range of people.

In 1988, the candy made its U.S. debut, and soon attracted the attention of American chocolate fans looking for a high-end candy experience. Not long after its launch, Ferrero Rocher’s gold-enveloped confections became one of the best-selling items in the premium chocolate category. The brand made its premiere in China in 1994, then launched in Russia in 1996.

In the 43 years since Ferrero Rocher made its debut, the brand has expanded to add different flavors and packages. The product line includes:

• The signature Ferrero Rocher truffle, consisting of a hazelnut nestled in chocolatey filling, surrounded with crispy wafers and hazelnut pieces (available in milk and dark iterations)
• Chocolate bars, each with a different twist on the original chocolate-and-hazelnut configuration; variations include milk chocolate, white chocolate, dark chocolate, hazelnut and macadamia, and dark chocolate with hazelnut and salted caramel
• Grand Rocher, with a container that looks like a giant piece of Ferrero Rocher
• Seasonal offerings, including Golden Eggs for the Easter holiday, boxed assortments in which the original Ferrero Rocher pieces are joined by the company’s Raffaello and Rondnoir confections, and more

Today, Ferrero reports the brand continues to lead the category around the globe, and it is sold in 140 countries across five continents.

Sunday, February 16

• Society of Bakery Women Professionals’ Networking Annual Brunch
• Spouse/Guest Welcome Reception
• Young Professionals’ Event
• Group Dinners

Monday, February 17

• Kansas State University/Florida State University Alumni Breakfast
• Future Forward Luncheon
• Interactive Group Activity: People Bingo

Tuesday, February 18

• Hall of Fame Luncheon
• Carnival Extravaganza
• VIP Reception