Nutella

Product brand

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A globally distributed Italian brand of sweetened hazelnut cocoa spread.

Last updated October 14, 2026

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Overview

Nutella is an Italian sweetened hazelnut cocoa spread brand owned and manufactured by Ferrero. It developed from the gianduja tradition of Piedmont, a region known for hazelnut cultivation and confectionery. The product's origins lie in the postwar scarcity of cocoa, when Ferrero developed a hazelnut-rich confection that could stretch limited supplies of chocolate. Pietro Ferrero's original Pasta Giandujot was introduced in 1946 as a solid block. Ferrero later developed a softer, spreadable version called Supercrema gianduja, which reached the market in 1951. In the early 1960s, Michele Ferrero and food technologist Francesco Rivella reformulated Supercrema with the intention of creating a product suitable for distribution beyond Italy. It was renamed Nutella, and the first jar left Ferrero's Alba factory on 20 April 1964. The brand became associated with Italy's postwar economic expansion and developed an unusually broad appeal among children and adults. Its hazelnut-and-cocoa profile, spreadable texture, distinctive packaging and relatively accessible format helped it become a recognizable alternative to traditional chocolate spreads and, in some markets, to peanut butter. Nutella's international expansion accelerated over subsequent decades. It entered the United States in 1983 and was later distributed across most of Europe and in markets in the Americas, Asia, Africa and Oceania. Ferrero established or used production facilities in several countries and regions, including Italy, France, Germany, Poland, Turkey, Russia, Brazil, Canada, Mexico and Australia, allowing the brand to supply geographically diverse markets. By 2015, Nutella was reported as being sold in 75 countries, while Ferrero reported global production of approximately 350,000 tonnes in 2013. The core product is made principally from sugar, palm oil, hazelnuts, cocoa powder and skimmed milk powder, with formulation and labeling varying by market. The spread is commonly described as hazelnut cocoa spread or hazelnut cream rather than chocolate cream in Italy, where food-labeling rules require a higher cocoa-solids content for the latter designation. A standard jar is marketed as containing approximately 50 hazelnuts, although the exact composition and serving information depend on the market and package. Nutella is used on bread, toast, pancakes, crepes, pastries, cookies and other desserts. In Italy it is especially associated with bread-based snacks and school or afternoon eating occasions. The brand has also built cultural visibility through anniversary activity, commemorative products, personalized packaging and large-scale advertising. Its popularity has not eliminated controversy: public debate has concerned palm oil, sugar and fat content, environmental sourcing, recipe changes and advertising claims. In 2012, Ferrero settled a United States class-action case concerning alleged health-related advertising representations and agreed to change certain marketing practices. Nutella remains an active flagship brand within Ferrero's portfolio. Its identity combines Italian confectionery heritage with mass international distribution, strong household recognition and a consumption ritual centered on spreading the product onto familiar foods.

History

Nutella's history is closely connected with Ferrero's confectionery operations in Alba, Piedmont. Piedmont had a strong hazelnut-growing and gianduja-making tradition, while postwar shortages made cocoa expensive and difficult to obtain in sufficient quantities. In 1946, Pietro Ferrero marketed Pasta Giandujot, a hazelnut-based confection sold in solid form. Ferrero subsequently developed a creamy version, Supercrema gianduja, which was introduced in 1951 and could be spread on bread. During the early 1960s, Michele Ferrero worked with Francesco Rivella to revise Supercrema for wider European distribution. The recipe and presentation were modified, and the product was given the name Nutella. The first jar left the Alba factory on 20 April 1964. Nutella quickly became a major commercial success in Italy and benefited from the country's postwar economic growth. Its combination of hazelnuts, cocoa and sugar created a distinct taste and texture that could be used as a breakfast or snack spread as well as an ingredient in desserts. Ferrero gradually expanded the product outside Italy. Nutella reached the United States in 1983 and then became available in an increasingly broad set of markets. Local production and supply arrangements were established across Europe and in other regions. Facilities associated with Nutella production have included plants in Alba and Sant'Angelo dei Lombardi in Italy, Villers-Écalles in France, Stadtallendorf in Germany, Warsaw in Poland, Manisa in Turkey, Vladimir in Russia, Poços de Caldas in Brazil, Brantford in Canada, San José Iturbide in Mexico and Lithgow in Australia. The distribution network helped make Nutella one of Ferrero's most internationally visible brands. The brand's growth also produced recurring debates about ingredients and marketing. Palm oil is used to give the spread its characteristic texture and stability, and its role led to environmental and regulatory criticism, including the French palm-oil tax debate in 2012. Nutella's high sugar and fat content has also prompted nutrition-related scrutiny. In the same year, Ferrero settled a United States class action involving alleged misleading health-oriented advertising claims. The company later made a modest recipe change that became publicly debated in 2017. Nutella has been promoted as both an indulgent treat and a flexible household food. Common uses include spreading it on bread, toast and baguettes, filling pastries and cookies, and serving it with pancakes or crepes. Its cultural presence has been reinforced by anniversary celebrations, commemorative material and personalized packaging initiatives. The brand's fiftieth anniversary in 2014 was marked in Italy by a commemorative postage stamp and a Ferrero-organized Nutella celebration. Today Nutella remains an active Ferrero brand with worldwide distribution. Its core identity continues to rely on the combination of Italian origin, hazelnut and cocoa flavor, recognizable jar design, and everyday consumption occasions. Product extensions and regional formats have broadened the portfolio, while the original spread remains the brand's defining offering.

2015
Reported availability reaches 75 countries
[1]Nutellaen.wikipedia.org
Reference material reported that Nutella was being sold in 75 countries by 2015.
2014
Fiftieth anniversary commemorated
[1]Nutellaen.wikipedia.org
Poste Italiane issued a commemorative Nutella stamp, and Ferrero organized anniversary activities in May.
2013
Reported global production reaches approximately 350,000 tonnes
[1]Nutellaen.wikipedia.org
Reference material reported global Nutella production of about 350,000 tonnes in 2013.
1983
Nutella enters the United States
[1]Nutellaen.wikipedia.org
Ferrero introduced Nutella to the United States, extending the brand beyond its European base.
1964
First Nutella jar leaves the Alba factory
[1]Nutellaen.wikipedia.org
The first jar was produced and shipped from Ferrero's Alba facility on 20 April, marking the formal launch of the brand.
1963
Supercrema reformulated and renamed
[1]Nutellaen.wikipedia.org
Michele Ferrero and Francesco Rivella revised the product for broader European marketing and adopted the Nutella name.
1951
Supercrema gianduja launched
[1]Nutellaen.wikipedia.org
Ferrero introduced a creamy, spreadable successor to the original solid gianduja product.
1946
Pasta Giandujot introduced
[1]Nutellaen.wikipedia.org
Pietro Ferrero sold an early hazelnut-based confection in solid block form, establishing the product lineage that later led to Nutella.

Products and positioning

A globally recognizable, indulgent yet everyday hazelnut-and-cocoa spread rooted in Italian confectionery tradition.

Spread · 1964
Nutella Hazelnut Cocoa Spread
The flagship product is a sweetened spread made primarily from sugar, palm oil, hazelnuts, cocoa powder and skimmed milk powder. It is sold in jars and other formats, with ingredient details and labeling varying by market. Consumers commonly use it on bread, toast, pancakes, crepes and pastries, or as a dessert ingredient.
Filled wafer snack
Nutella B-ready
A packaged snack format combining a crisp wafer shell with a Nutella filling. It extends the brand from a jar-based spread into a portable, ready-to-eat confectionery product.
Biscuits
Nutella Biscuits
A biscuit product built around Nutella filling. It uses the brand's signature spread as the central flavor while offering a shelf-stable, individually consumable snack format.
Snack pack
Nutella & Go!
A portioned snack format pairing Nutella with a dipping accompaniment, designed for on-the-go consumption rather than preparation from a household jar.

Controversies

2017
Recipe-change controversy
After Ferrero modified the recipe in some markets, the lighter appearance led consumer-protection observers to suggest that cocoa content may also have been reduced. Ferrero's reported changes included higher sugar and skimmed milk powder levels.
Source
2012
United States health-claim advertising litigation
A United States class action alleged that Nutella advertising gave consumers an overly favorable impression of the product's healthiness. Ferrero settled the case, reportedly paying compensation and removing or changing advertising containing the challenged health claims.
Source
2012
Palm-oil sourcing and the proposed Nutella tax
A proposed French tax increase on palm oil was publicly associated with Nutella because palm oil is a major ingredient. The controversy linked the brand to wider environmental and nutritional debates surrounding palm-oil use.
Source

2014Nutella 50th Anniversary
Italy
Ferrero marked Nutella's fiftieth anniversary with celebrations in May, while Poste Italiane issued a commemorative stamp featuring a Nutella jar. The anniversary reinforced Nutella's Italian heritage and longstanding cultural presence.
Outcome. The anniversary reinforced Nutella's Italian heritage and longstanding cultural presence.
Source

Brand decisions

2026
Announce Nutella PeanutProduct launch
Background
Ferrero sought to extend the Nutella range beyond its established hazelnut-and-cocoa profile.
Action taken
Nutella Peanut was announced as the brand's first new flavor since the original product debuted.
Source
2017
Adjust the recipeGeneration change
Background
Ferrero periodically updates formulations to address manufacturing, ingredient and market requirements.
Action taken
The recipe was slightly changed, including reported increases in sugar and skimmed milk powder.
Aftermath
The visual and perceived taste changes prompted public discussion and criticism from consumer observers.
Source
1983
Enter the United StatesStrategy
Background
After establishing a strong European base, Ferrero pursued distribution beyond Europe.
Action taken
Nutella was introduced to the United States.
Aftermath
The move broadened the brand's international footprint and supported its development as a global consumer brand.
Source
1963
Reformulate and internationalize the spreadStrategy
Background
Ferrero wanted to move beyond the regional market for Supercrema gianduja and create a product suitable for wider European distribution.
Action taken
Michele Ferrero and Francesco Rivella revised the composition and renamed the product Nutella.
Aftermath
The resulting brand became Ferrero's principal hazelnut cocoa spread and later expanded worldwide.
Source

Recent events

2026
Nutella received attention during the Artemis II Moon flyby livestream[1]Nutellaen.wikipedia.org
Other
A jar of Nutella was reportedly visible floating inside the crew space during a livestream of the crewed Artemis II Moon flyby, generating viral attention for the brand.
2026
Nutella Peanut flavor announced[1]Nutellaen.wikipedia.org
Product launch
Nutella reportedly announced Nutella Peanut, described as the first new flavor introduced by the brand since its original launch.
2024
Nutella celebrates its 60th anniversary[7]Nutella celebrates its 60th anniversarynutella.com
Other · Campaign
Ferrero marked six decades of the Nutella name with anniversary communications and consumer activities in multiple markets.
2024
World Nutella Day continues as a global brand occasion[8]World Nutella Day continues as a global brand occasionnutella.com
Campaign
Nutella maintained its annual World Nutella Day communications, using recipes, social content, and consumer participation to reinforce the brand’s international community.
2024
Ferrero launches Nutella Plant-Based in selected markets[9]Ferrero launches Nutella Plant-Based in selected marketsferrero.com
Product launch · Product generation
Ferrero introduced a plant-based version of the spread in selected European markets, extending the brand into a new recipe segment.
2019
Ferrero expands Nutella into biscuits[10]Ferrero expands Nutella into biscuitsferrero.com
Product launch
Nutella Biscuits were introduced in Italy as a filled biscuit product extending the brand beyond spread in a packaged snack format.
2018
European court rejects challenge to Nutella trademark[11]European court rejects challenge to Nutella trademarkcuria.europa.eu
Lawsuit
The General Court of the European Union rejected an action concerning the EU trademark for the Nutella word mark, leaving the registration in place.
2017
Nutella recipe was slightly modified[1]Nutellaen.wikipedia.org
Product generation · Other
Ferrero adjusted the recipe in some markets, with reported changes involving sugar and skimmed milk powder. Consumer-protection observers said the resulting product appeared lighter and questioned whether cocoa content had also changed.
2017
Nutella recipe change causes consumer reaction in Germany[4]German-market recipe controversyreuters.com
Product generation · Other
Consumer and media discussion followed reporting that Ferrero had adjusted the German-market recipe, including changes to milk powder and sugar proportions. Ferrero said the product's quality and other declared characteristics remained consistent.
2012
French proposal called the palm-oil levy the “Nutella tax”[1]Nutellaen.wikipedia.org
Regulation · Other
A proposed increase in France's palm-oil tax was widely nicknamed the Nutella tax because palm oil is a significant ingredient in the spread. The episode intensified public discussion of the brand's formulation and palm-oil sourcing.

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