Ferrero Expands Guanajuato Plant

Italian confectionery company Ferrero will invest US$86 million to expand its manufacturing complex in San José Iturbide, Guanajuato, strengthening its production capacity, export capabilities, and long-term growth strategy in North America. The investment reinforces Mexico's role as one of the company's most important manufacturing hubs outside Europe.

The expansion will focus on increasing production of key brands, including Nutella and Kinder Chocolate, while also enhancing the plant's energy infrastructure, logistics operations, and storage capacity. Company executives said the project is designed to support future demand and improve operational efficiency across the facility.

Ferrero currently exports approximately 40% of the plant's production to markets across the United States, Canada, Central America, and other Latin American countries. With the additional capacity, the company aims to increase exports so that between 55% and 60% of total production serves international markets over the next five to six years.

The investment is part of Ferrero's broader strategy to nearly double the value of its business in Mexico within the next six years. Beyond expanding existing product lines, the company is also preparing to manufacture new product formats and diversify into additional categories, including biscuits, ice cream, confectionery, and cereal bars.

The San José Iturbide facility has become one of Ferrero's most strategic manufacturing sites in the Americas. With the new investment, the plant is expected to nearly double its annual production capacity—from roughly 35,000 metric tons to around 70,000 metric tons—while strengthening its position as a regional export platform.

Government officials described the announcement as another sign of international confidence in Guanajuato's industrial ecosystem. Italy is currently one of the state's leading foreign investors, and the expansion further reinforces the region's reputation as a competitive destination for advanced manufacturing and food production.

According to Ferrero executives, the project reflects the company's long-term commitment to Mexico and will improve productivity while creating the infrastructure needed to support future innovation and sustained growth. The expansion also strengthens regional supply chains and further integrates Guanajuato into Ferrero's global manufacturing network.