Vegan Nutella: A New Chapter in the Iconic Brand's Story

The iconic brand Nutella is rumored to be venturing into the burgeoning plant-based food market with the development of a vegan version of its beloved hazelnut spread. This news is expected to thrill a broad spectrum of consumers, particularly those who abstain from animal-derived products for ethical or health reasons. However, it may not be received well by those who feel that certain classics should remain untouched.

Trademark filing signals upcoming launch

The exact date for the debut of 'Nutella Plant Based' remains undisclosed. However, a significant clue was dropped when Ferrero, the multinational company behind Nutella, filed a trademark for it with the Italian Patent and Trademark Office—under the jurisdiction of the Ministry of Economic Development—on December 1st.

Impact on the vegan hazelnut spread market

This bold move by Nutella could be a game-changer in the vegan hazelnut spread market. Until now, numerous companies have capitalized on the absence of a vegan Nutella option, establishing a strong presence in this growing market. The stakes are high, with sales of such products estimated at around 680 million euros in Italy and a whopping 5.8 billion euros across Europe.

A look at Nutella's history

As Nutella approaches its 60th anniversary in 2024, it's worth looking back at its journey. The spread evolved from its precursor, Pasta Gianduja, which was first introduced by Pietro Ferrero in April 1946. It later took on a more liquid form as Supercrema before being renamed Nutella in 1963 by Ferrero's son. Today, Nutella is a global icon with production factories worldwide and references in various forms of media.

As anticipation builds for the newly proposed vegan Nutella, enthusiasts can keep themselves entertained with related content, including a video about the upcoming product.