60 years of Nutella, Michele Ferrero's intuition become an icon
Produced in Alba and on almost every continent, the spreadable cream is a brand thanks to the products developed by Ferrero, from B-ready to croissants
2' min read
2' min read
It would be enough, alone, to hold up an entire company in terms of volume and turnover. Nutella has become, in sixty years of history, a brand and not just a product, with the launch in 2005 of Nutella &GO! followed by Nutella B-ready, ten years later, up to Nutella Biscuits (2019), the flagship product of the biscuit segment that the Alba giant is increasingly consolidating, to arrive at the newest line of Nutella Muffins and Nutella Croissants, between 2020 and 2023. Always industrial operations, before market and marketing operations.
The 60th anniversary of Nutella celebrates the genius of Michele Ferrero who invented the hazelnut and chocolate spread in 1964. For decades it was an almost unique on-shelf proposition within the large-scale retail trade, today it has become a product category in its own right. Since 5 February, the iconic Nutella has been celebrating its 60th birthday with World Nutella® Day.
As in the 1960s, Nutella continues to be produced in Alba, Italy today, becoming over the years a global and iconic brand with production bases - 11 plants - on almost every continent, present in 170 markets. World Nutella® Day was born spontaneously in 2007 thanks to American blogger Sara Rosso, who decided to create a celebratory day to bring the global community together and inspire them to share their passion for the world's most famous hazelnut and cocoa cream on social media. In 2017, the Nutella Café was opened in Chicago, half full of visitors and fans.
New products resulting from innovation
.Nutella's growth does not stop here. Giovanni Ferrero, Executive Chairman of the Ferrero Group, on the occasion of the World Nutella® Day, pointed out that "thanks to the unique taste of Nutella®, in recent years we have created a range of new products, such as Nutella B-ready, Nutella Biscuits, Nutella Muffins and Nutella Croissant. Looking to the future, we will continue to strive to innovate, enhancing this legacy and finding new ways to offer fans all the positivity of Nutella®." Passion, creativity and innovation remain the key words at Nutella®.
The Ferrero brand has launched a marketing campaign featuring limited edition jars, each with a special dedication for important people. Nutella® will also be featured in a multi-channel campaign, including a new TV spot and a digital activation, open until August on the www.nutella.com, through which consumers will be able to configure their own virtual jar, personalising it with a dedication, and share it with a loved one.
