For the first time in 60 years, Ferrero has adjusted the recipe of its flagship product, the world’s most renowned hazelnut spread, with the launch of Nutella Plant Based. This new iteration, made entirely from plant-based ingredients and certified “Vegan Approved” by the Vegetarian Society, omits milk from the formula.
Following the recent launch of Nutella-flavored ice cream and a range of biscuits and snacks, Italy’s giant confectioner is now targeting a broader segment of vegan and flexitarian consumers. The move aims to bolster the brand’s foothold in the sweet breakfast market—a sector valued at €5.9 billion, dominated by categories like biscuits (33.3%), hot snacks (26.2%), and spreads (8.5%). The latter, driven by growing demand for plant-based options (+31%), has seen overall growth of 4.3% (source: Circana, June 2024), with Ferrero maintaining a leading position largely thanks to Nutella.
A REFINED FORMULA FOR NUTELLA
While the recipe retains many classic ingredients—sugar, palm oil, cocoa, hazelnuts, soy lecithin, and vanillin—milk has been replaced by a chickpeas and rice syrup blend. These “two ingredients with delicate, balanced flavors ensure the spread retains its signature taste and creamy texture,” notes Stefano Lelli Mami, Regional Marketing Manager for Nutella Italy. Production planning began in January 2023, with industrial-scale production commencing in June.
DISTINGUISHED BY A GREEN LID
Nutella’s visual identity remains largely unchanged, save for the green lid distinguishing this plant-based variant. The spread is produced in Italy at the Sant’Angelo dei Lombardi plant in Avellino, underscoring Ferrero’s commitment to its domestic manufacturing base, according to Lelli Mami.
Nutella Plant Based will hit supermarket shelves in September 2024 across Italy, France, and Belgium in a 350g jar. The product is slated to expand to other European markets in 2025.
