Utz Brands, a savory snacks producer, and Ferrara, a subsidiary of the Ferrero Group, are partnering to create new sweet and salty snack food variety packs in the US.

The duo will introduce a varied portfolio of different sized snack variety packs, priced between $4.99 and $12.99 in January 2022.

Dylan Lissette – CEO of Utz Brands said: “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.

“When consumers try our snacks, they repeat purchase at high rates, and we look forward to the exposure and incremental brand trial this will bring to Utz. Aligning Ferrara, Keebler, Mother’s and Utz is a winning combination, and there’s more in store for this creative and powerful partnership.”

The portfolio would include a variety of cookies, cheeseballs, pretzels, popcorn, and others. It will target consumers who prefer sweet and salty varieties in a multi-pack.

Natalie Hagstrom – General Manager, Cookies at Ferrara said: “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.

“With our respective diverse portfolios of products, both brands are poised to fuel future innovations in the space.”

  Dylan Lissette, Ferrara, Natalie Hagstrom, The Ferrero Group, USA, Utz Brands