Upcoming adjustments for Nutella
For a long time, Nutella has been a staple on breakfast tables worldwide. Despite the rumors surrounding its health benefits, it remains a popular choice for spreading on toast or bread. But there are changes happening in the world of Nutella.
Nutella is well-known for its popularity, with Ferrero producing approximately 250,000 tons of the hazelnut-nougat cream annually across 75 countries. The Italians developed it, and Germany is its biggest consumer, consuming around 90 million jars every year. On average, each person consumes about 1 kilogram annually. Nutella's success as the market leader among hazelnut-nougat creams is well-established.
Not only children find it hard to resist Nutella; adults also struggle to pass up this delightful spread. The recipe for Nutella is a closely guarded secret. In 2017, a minor recipe change created a stir due to cost-cutting measures that involved reducing the quantity of valuable ingredients without affecting the price. Cocoa is believed to have been reduced in this case.
Nutella's main ingredients are sugar and palm fat, accompanied by some hazelnuts, cocoa, and a small amount of skimmed milk powder.
Expanding the product range with a vegan option
However, Ferrero cannot escape the current trends and wants to cater to the growing vegan market. This has led to the introduction of a vegan version of Nutella called Plant Based Nutella. milk powder will be replaced with a yet-to-be-disclosed plant-based ingredient. Controversially, palm oil is expected to remain in the recipe. As a result, both the classic and the vegan version of Nutella are set to hit retailers, starting in Italy this fall.
It is unknown when and if this new version will also be available in other countries, but it is likely. Ferrero has applied for a new word-image trademark at the German Patent and Trademark Office in Munich on December 7, 2023 (Az.: 3020232455346), which suggests a plant-based, vegan-certified Nutella version.
