Ferrero has announced the launch of a plant-based version of its much-loved chocolate hazelnut spread, Nutella, in select European markets.
In the new spread, milk has been replaced with plant-based ingredients such as chickpeas and rice syrup, reportedly providing the same taste and texture as the original Nutella recipe. With the launch, Ferrero is targeting the increasing number of consumers choosing to cut down on or completely avoid animal products. Nutella Plant-Based has been certified as vegan by The Vegetarian Society.
“We welcome Ferrero’s efforts to meet the needs and expectations of the millions of consumers following plant-based and vegan diets,” said Vanessa Brown, Head of Trademarks at the Vegetarian Society. “We are pleased to announce that the new Nutella Plant-Based meets the Vegetarian Society’s strict criteria for vegan accreditation. One of the world’s most loved brands is now offering a plant-based option.”
“Delicious new choice”
The spread will launch at European supermarkets and hypermarkets from tomorrow, sold in a recyclable 350g jar. In a statement, Ferrero did not specify which markets the product would be available in, but the company’s home country, Italy, will almost certainly be among them. In May, the new spread was presented to Italian retailers at the NielsenIQ event Linkontro in Sardinia; at the time, Ferrero said it was “exploring new categories and emerging food trends”.
According to French media outlets, the product will also launch in France and Belgium. Additionally, it was reported last month that Ferrero had plans to launch Nutella Plant-Based in Germany, along with a vegan version of another of its most popular products, Hanuta. However, this launch reportedly will not take place until January 2025.
“For 60 years, millions of people around the world have begun their day enjoying breakfast with Nutella,” said Thomas Chatenier, Global President of Nutella at Ferrero. “We are excited to welcome even more people into the brand offering Nutella Plant-Based, the latest addition to the growing Nutella family. 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.”
