Ferrero relaunches limited edition CRUNCH White for holiday season
The revival of CRUNCH White is notable because the white chocolate version was discontinued nearly two decades ago under previous ownership.
USA – Ferrero North America is relaunching CRUNCH White, the white chocolate version of its classic CRUNCH Crisped Rice bar, for a limited time this fall and winter.
Rolling out in September 2025, the offering responds to consumer demand and a sense of nostalgia. The new variant comes in two sizes: 1.55-ounce individually wrapped bars and 2.7-ounce share packs.
The white-chocolate version retains the signature crispy texture CRUNCH fans have enjoyed for over 85 years, now with a thicker, creamy coating that adds a festive twist.
The timing aligns with Halloween and the holiday season, making it particularly suited for trick-or-treating, sharing at gatherings, or enjoying during seasonal movie nights.
“CRUNCH has been a fan favorite for over 85 years, and the love for the original bar is as strong as ever,” said Sajani Manchanda, Senior Brand Manager at CRUNCH.
“We’re excited to unveil *CRUNCH White: the iconic crispy bite … now coated in smooth, creamy white chocolate. It’s a lighter spin on a classic, and we’re pretty sure it’s going to be love at first crunch – all over again,” Manchanda added.
In addition to the bars, Ferrero is collaborating with Baked by Melissa, a New York-based dessert design company, to offer special CRUNCH-themed cupcake packs in both 25-pack and 12-pack formats.
These include treats inspired by CRUNCH White alongside other beloved Ferrero brands such as Butterfinger®, Baby Ruth®, and 100 Grand®.
Retail availability begins immediately, and the product will remain on shelves through December 2025, while supplies last. The company is encouraging shoppers to act early, as past limited-edition launches have often sold out quickly.
The revival of CRUNCH White is notable because the white chocolate version was discontinued nearly two decades ago under previous ownership (Nestlé).
With Ferrero acquiring the CRUNCH brand in 2018, this limited-time return marks one of the brand’s early nostalgic reintroductions under the new ownership.
Earlier this year, Ferrero also announced a slate of innovations at the 2025 Sweets & Snacks Expo, including new flavors and products for some its core brands.
Among those, CRUNCH White was previewed as a seasonal innovation, showing how Ferrero is leaning into both heritage and consumer-driven innovation.
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