Ferrero has launched a plant-based version of its iconic Nutella hazelnut spread in select European markets in a 350-gram format.
The launch coincides with Nutella's 60th anniversary and comes after a year of significant production growth, with output reaching 500,000 tonnes, or a 20% increase.
Thomas Chatenier, global president of Nutella at Ferrero, said, “We developed this innovation to provide a delicious new choice that delivers the unmistakable Nutella experience in a plant-based version, replacing milk with vegetal ingredients, offering the same great taste, smooth texture and excellent quality that the Nutella brand is known and loved for.”
Ferrero presented the plant-based Nutella to major retailers at Linkontro, an annual event organised by NielsenIQ, the publication Askanews reported in May of this year.
Giorgio Santambrogio, CEO of Gruppo VèGè, confirmed the launch on social media platform LinkedIn, adding that his company is proud to be "the first retailer to be informed of Ferrero's innovations".
Plant-Based Nutella
The new version of the spread (which will also be certified vegan) is aimed at so-called flexitarians, i.e. consumers who primarily eat plant-based foods but occasionally consume animal products. In Italy, this group is estimated at around 12 million.
It will also target lactose-intolerant individuals, as the new recipe replaces milk with plant-based ingredients.
Despite the changes, Ferrero has assured fans that the taste will remain the same, claiming the plant-based version is essentially a 'new addition to the Nutella family'.
Last December, Ferrero registered the 'Nutella plant-based' trademark at the Italian Patent Office (UIBM) of the Ministry of Made in Italy.
This potential shift aligns with the booming plant-based market. Italy sees a €680 million market for plant-based products, with'milk' alternatives leading the charge at €310.4 million in sales and showing consistent growth.
