Ferrero Unveils Plant-Based Nutella For Autumn Release

By Branislav Pekic
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Ferrero Unveils Plant-Based Nutella For Autumn Release

Ferrero is introducing a plant-based version of its iconic Nutella hazelnut spread in Italian supermarkets this autumn.

The announcement 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.

Ferrero presented the plant-based Nutella to major retailers at Linkontro, an annual event organised by NielsenIQ, according to a report in the publication Askanews.

'At Ferrero we are constantly exploring new categories and emerging food trends. Taking advantage of the innovative spirit and decades of experience of our global brands, we are now preparing to launch plant-based Nutella starting from autumn 2024', the Italian confectionery company said in a statement.

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.

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