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Jar Wars: The Italian Plot To Weaken Nutella

Published on Nov 21 2018 10:44 AM in A-Brands tagged: Italy / Barilla / Nutella / Paywall

Jar Wars: The Italian Plot To Weaken Nutella

Chocolate spread Nutella has long had pride of place on supermarket shelves but faces imminent attack from an Italian rival usually found in the pasta section.

Italy's Barilla, known internationally for its spaghetti and maccheroni packaged in blue boxes, is preparing to launch a chocolate spread next year in a major challenge to the brand that became a global phenomenon in the 1980s, sources said.

Nutella, invented by family-owned firm Ferrero, is a favourite among sweet-toothed youngsters at home and abroad and generates annual sales of more than €2 billion ($2.3 billion).

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