Products & Launches

Ferrero to Launch Plant-Based Nutella in Italy

Italian multinational confectionery company Ferrero has revealed that it will launch plant-based Nutella in Italy this autumn. The announcement comes as Ferrero celebrates the 60th year of the iconic chocolate hazelnut spread.

According to askanews, the new spread was presented to retailers earlier this month at the NielsenIQ event Linkontro in Sardinia. The recipe is reportedly very similar to the original, aside from the fact that milk powder has been replaced with an as-yet unconfirmed plant-based ingredient. Original Nutella will remain available.

The plant-based Nutella is said to be aimed at flexitarians and lactose-intolerant people, and will reportedly be certified vegan. However, it appears that the spread will still contain palm oil, a controversial ingredient among ethical consumers.

“We like to be a partner of the innovations of our friends in the industry, and here we are with the innovation of innovations: Nutella changes, evolves, and here is the launch of plant-based Nutella,” said Giorgio Santambrogio, CEO of Italian retailer Gruppo VèGè, on LinkedIn. “Gruppo VéGé, as usual, is the first retailer to be informed of Ferrero innovations. Happy Nutella…No milk at all!”

Image: Giorgio Santambrogio on LinkedIn

“Exploring new categories”

Rumours that the product was in the works first arose last December, when Ferrero registered the trademark “Nutella Plant-Based” at the Italian patent office. The reports came after the company saw revenues increase by 21% to €17 billion in the financial year ending in August 2023.

Retail value sales of plant-based products reached almost €681 million in Italy in 2022, up from €565 million two years previously. The global market for vegan confectionery is expected to be worth $2.62 billion by 2030, growing at a CAGR of 9.9%.

“At Ferrero, we are constantly exploring new categories and emerging food trends,” said the company in a statement. “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.”

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