Ferrero pours €400 million into Estathé, boosting its revenue by 45 % over the past decadeExecutive summary: Ferrero is investing in the Estathé ready‑to‑drink tea brand, which reported €400 million in revenue, up 45 % over the last ten years. The investment signals Ferrero’s expansion beyond confectionery into premium non‑alcoholic beverages and could increase its market share in Italy’s tea segment. Ferrero Group and the Estathé brand (produced in Alba), with potential impact on retail partners and consumers. Ferrero is expected to scale up production, introduce new flavors, and monitor consumer response, while facing possible antitrust scrutiny.Ferrero has announced an investment targeting the Estathé ready‑to‑drink tea line, which generated €400 million in revenue in Italy last year, a 45 % increase over ten years. The move expands Ferrero’s presence in the premium non‑alcoholic beverage segment and reflects growing consumer demand for convenient tea products. The investment is expected to increase production capacity at the Alba manufacturing site and may lead to new product launches. No immediate regulatory filings have been disclosed.Open the full case file on Beyond →
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