Everyone is excited about the new Vegan Nutella. Ferrero has launched a plant-based version of Nutella, replacing milk with rice syrup and chickpea flour. The product has garnered a lot of attention online, with some people rushing to the supermarket to try it and others expressing their scepticism. The Vegan Nutella comes with a green lid and features a label that changes colour to indicate its plant-based nature. This new version of the world's best-selling spread replaces only the skimmed milk powder while maintaining the other seven ingredients: sugar, palm oil, cocoa, hazelnuts, soy lecithin, and vanillin. Nutella, which sells 770 million jars annually and is enjoyed by over 110 million families, now has a vegan option available.
"Plant-Based Nutella is certified as "Vegan Approved" by the Vegetarian Society and is gluten-free, catering to the needs of those who are lactose intolerant. The production line dedicated to Plant-Based was designed in January 2023 and the first industrial productions began in June 2024, approximately 18 months later. Starting in September, the new spread will be available in large-scale retail channels in Italy, France, and Belgium in a 350g format priced at 4.49 euros. It will expand to other European markets in 2025, starting with Germany at the beginning of the year."
The first rumours about the new spreadable cream surfaced at the end of last year. In December 2023, the company registered the "Nutella Plant Based" trademark in Italy and Germany. But then the 100% Vegan Nutella unexpectedly arrived in Italy just a few days ago. A few shops in Italy were the first to stock it, and its arrival has not gone unnoticed. The first jars have already appeared on TikTok and were immediately shared on social networks. Some posts show its creaminess and talk about its scent being the same as the original. Many people are excited to try this new product. Stefano Lelli Mami, the Region Marketing Manager for Nutella Italia, spoke at the official presentation event of the new product in Milan, at Piazza Gae Aulenti. He stated, "Thanks to the spirit of innovation and entrepreneurship that has always characterized Ferrero, Nutella will have the possibility to write a new page in its story. A few months after the launch of Nutella Ice Cream, we are also introducing the Plant-Based Nutella version to the market today. This version is made with ingredients of plant origin, which, as an alternative to milk, includes chickpeas and rice syrup. These two ingredients have a delicate and balanced flavour, allowing us to maintain the unmistakable taste and creaminess typical of Nutella."
Nutella Plant-Based is produced in Italy, specifically in the Sant'Angelo dei Lombardi plant in the province of Avellino, not in Alba where 550 thousand jars of Nutella are closed every day. According to the Ferrero manager, this demonstrates the Ferrero Group's commitment to strengthening its presence and industrial footprint in the country. The new version of the spreadable cream targets the flexitarian market, which includes consumers who don't entirely eliminate animal proteins from their diet but opt to limit them in favor of plant-based alternatives. This market could potentially impact 12 million people in Italy alone.
In addition, another new product, Nutella Ice Cream, was introduced in June. This not only marks Nutella's debut in the packaged ice cream market but also represents Ferrero's venture into the tray segment. The overall packaged ice cream market for home consumption in Italy is valued at 1.45 billion euros.
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