“What would the world be like without Nutella?” is the iconic slogan coined in Italy for Nutella back in the ’90s. Rarely has a marketing tagline been so apt in the annals of advertising. Now, six decades since its inception and after sweeping the globe with its irresistible deliciousness, we can genuinely ponder: what would the world be like without Nutella?
Nutella reigns as the world’s top-selling spread, boasting an annual production of roughly 400,000 tons and a presence in 160 countries. The OECD lauds it as “an exemplary product in the globalized economy”. A brainchild of the Italian firm Ferrero, Nutella emerged in 1964, crafted from seven simple ingredients: sugar, palm oil, cocoa, hazelnuts, milk, soy lecithin, and vanillin. Its recipe, deceptively simple yet cloaked in secrecy, akin to the formula of Coca-Cola.
Undoubtedly, it stands as a commercial phenomenon of extraordinary rarity, a veritable Italian legend that has woven itself into the fabric of lives across all ages and cultures for six decades. For Italians, in particular, it serves as the quintessential breakfast and snack companion. There’s even a “Nutella paradox” it seems: demand could soar higher, yet its sheer deliciousness prompts consumers to exercise restraint, knowing they could endlessly indulge. Personally, I can attest to this: a jar of Nutella – regardless of its size – seldom survives beyond two days. Hence, I endeavor to steer clear of Nutella purchases. But truth be told, who can resist it?
In commemoration of its 60th anniversary, this article revisits the rich history of Nutella. And as a bonus, you’ll discover some intriguing tidbits about the world’s most renowned spread, hidden from the grasp of common knowledge.
In the Beginning, it was “Pastone”
The tale of Nutella’s origins unfolds in Turin with Pietro Ferrero, who in 1925 conceived the notion of crafting a straightforward and cost-effective concoction for the laborers of Turin’s industries. Thus, the “Pastone” emerged – a cocoa-infused treat molded into block form, meant to be sliced and savored with bread. The “Pastone” enjoyed a relatively prolonged existence, but as the post-war era dawned, cocoa prices surged and its availability waned.
Pietro Ferrero’s Dream
Despite the onset of the Second World War, in 1940 Pietro Ferrero launched his confectionery shop in Turin. From its windows, he frequently observed workers during their lunch breaks settling for uninspiring sandwiches, often just a slice of tomato or a meager piece of cheese. He longed to provide them with a snack that was not only nourishing but also indulgent. However, the economic downturn compelled him to shutter his shop and return to his hometown of Alba. Perhaps, in hindsight, it was a blessing, as it was in Alba that his vision truly began to take shape.
The Giandujot
In 1946, while cocoa remained scarce, Alba boasted abundant hazelnut production in its surrounding areas. Seizing the opportunity, Ferrero blended hazelnut powder with the limited cocoa available, along with a dash of sugar. This concoction, dubbed Giandujot (in homage to Gianduia, the famous Piedmontese Carnival character), offered a modest yet delightful chocolate experience. It wasn’t a creamy spread yet, but rather a soft block meant to be sliced into portions.
Giandujot was sold wrapped in foil, either as individual pieces or in boxes containing multiple units. Beneath the lid, the 1940s Ferrero logo adorned the packaging, alongside an illustration featuring two children and Gianduia. Sales surged, prompting the need for more than just artisanal production. Hence, on May 14, 1946, Pietro Ferrero founded the eponymous Ferrero company, erecting its inaugural factory right in Alba.
The SuperCrema
In 1949, at the age of 51, Pietro Ferrero passed away from a heart attack, dealing a heavy blow to the company. Leadership then fell into the hands of Piera and Michele, his wife and son, along with his brother Giovanni Ferrero. Legend has it that the summer of 1949 was unusually scorching, causing some products to melt. It was during this time that Michele noticed the remarkably spreadable consistency of the melted Giandujot and realized it could be the perfect texture for the sweet cream his father had envisioned nestled between bread. Thus, in 1951, the precursor to Nutella was born: Cremalba, later renamed SuperCrema.
Production of SuperCrema continued until 1962, when an Italian law banned the use of superlative prefixes (like “stra”, “super”, “extra”, “iper”) for food product names. However, the company remained undeterred, as Michele had long been seeking a more international name for the Ferrero spread, with plans to market it across Europe. Inspiration struck during a stroll along the banks of the Main River in Frankfurt.
Nutella Brand is Born
Michele’s wife vividly recalled the moment in a very recent interview. After his walk, Michele returned to the hotel and «stood by the window, gazing at the river. Then he turned to me and said, “Nutella”. I looked at him as if he were mad and asked, “What are you talking about? What is Nutella?” And he, as if having a revelation, replied, “It’s the name of the product that will spread worldwide”».
And so, on October 10th, 1963, the Nutella trademark was registered, a name derived from combining the English word “nut” with the Italian suffix “-ella”, reminiscent of “bella”, a highly international and catchy Italian word. The recipe was refined, making the spread even smoother. On March 10th, 1964, the patent was filed, and on April 20th, 1964, the first jar of Nutella (called Cristal) was produced, a packaging design never abandoned by the company. The Cristal jar featured a hexagonal base that tapered into a cone towards the upper end, eventually becoming a circle to facilitate the snap-on closure of the lid.
The Nutella Logo
To rise to prominence and become the market leader, the brand needed a logo that exuded familiarity and comfort, seamlessly integrating into Italian households for breakfast and snacks. This formidable task was entrusted to two designers at Studio Stile, one of the pioneering advertising agencies of the era, based in Milan and owned by Carmelo Cremonesi and Gian Rossetti.
The “Helvetica Medium” font was selected to craft the word “Nutella”, distinguished by its red letters except for the initial “n” in black. To visually convey the jar’s contents, a slice of bread (later accompanied by a glass of milk) and prominently featured hazelnuts were chosen, swiftly becoming iconic representations of the spread in the collective consciousness. Subsequently, it was decided to include a depiction of a knife spreading Nutella onto a slice of bread on the label as well.
Nutella experienced immediate success, not only within Italy but also beyond its borders. By 1965, it had already made its way to Germany; by 1966, France; and by 1978, Australia, where a production facility was also established. This relentless ascent forged a global phenomenon.
Curiosities about Nutella
Some quirky statistics suggest that the annual production of Nutella could cover the Earth’s circumference 1.4 times. Furthermore, if all the jars sold in a year were lined up, they could span the Great Wall of China eight times and traverse the Danube River 24 times. While a baby is born on Earth every 8 seconds, it’s been calculated that a jar of Nutella is opened every 2.5 seconds.
Nutella, so delectable that it often sparks disputes among family members and roommates because someone is always sneaking a taste, led to the creation of a Nutella anti-theft device in 2015. The idea originated as a joke by German Daniel Schobloch, who recounted how a friend complained that his children kept stealing his Nutella. Schobloch put his anti-theft device up for sale for €9.99 on eBay, and the thousand units he produced sold out quickly. An idea that remains popular: you can still find Nutella anti-theft devices on Etsy today.
As for the visionary entrepreneur who invented Nutella, Michele Ferrero, it must be said that he’s the man who revolutionized the concept of snacks more than anyone else. A nearly legendary figure, he’s relatively unknown to the general public. Despite being a brilliant entrepreneur, capable of transforming a small provincial company into a multinational group within a few decades, few would recognize his photo. Yet, he’s the man who invented dozens of products including Mon Chéri (1956), Kinder Chocolate (1968), Tic Tacs (1969), Estathé (1972), Kinder Surprise (1974), and Ferrero Rocher (1982).
An entrepreneur always clad in a white lab coat, tirelessly testing new products in the laboratory (sometimes for years), known for his privacy. He gave only two interviews in his life, saying much more than others who speak every day. When we talk about Michele Ferrero, who passed away in 2015 at the age of 89, we’re talking about an innovative and visionary entrepreneur, for some, the best entrepreneur of the twentieth century. Certainly, he was the most adept at anticipating social phenomena and uncovering consumers’ latent needs (before it was thought necessary to address them). His entrepreneurial vision is eloquently expressed in his own words:
This is what it means to be different from everyone else. Everyone made solid chocolate, and I made it creamy, and Nutella was born; everyone made chocolate boxes, and we started selling them one by one, but wrapped as gifts; everyone thought that we Italians couldn’t go to Germany to sell chocolate, and today that’s our primary market; everyone made Easter eggs, and I thought that we could make small eggs every day; everyone wanted dark chocolate, and I said there was more milk and less cocoa; everyone thought that tea could only be in bags and hot, and I made it cold and without bags.
Michele Ferrero
Nutella History Timeline
1946 – Giandujot
Named after the traditional Carnival mask, the sweet paste from the original recipe took the shape of a block that could be sliced and spread on bread.
1951 – SuperCrema
The delightful Giandujot paste underwent a transformation into a new product: a cream that was easier to spread.
1964 – Nutella
The recipe underwent refinement, leading to the creation of the first jar of a new hazelnut and cocoa-based cream, bestowed with a name that remains synonymous with spreadable cream and is recognized worldwide.
1978 – Worldwide success
Nutella made its way to Australia, and in Lithgow, near Sydney, the first production facility outside Europe was inaugurated.
1996 – Generation Nutellas
An event was organized in Paris showcasing works created by artists who grew up with bread and Nutella, including Decouflé, Paco Rabanne, and Wolinski.
2005 – Guinness World Record
On May 29, 27,854 people gathered in Gelsenkirchen, Germany, to partake in the largest continental breakfast based on Nutella.
2007 – World Nutella Day
On February 5, 2007, enthusiasts worldwide united to celebrate Nutella in response to the call of Italian-American blogger Sara Rosso. Since then, February 5th has been dedicated to Nutella every year.
2014 – Half a century
To commemorate Nutella’s fiftieth anniversary, the Italian Post Office issued a commemorative stamp.
2017 – Nutella Cafe
On May 31, Nutella opened its first restaurant in Chicago.
2021 – A coin for Nutella
On February 5th, on the occasion of World Nutella Day in the 75th anniversary year of the founding of the Ferrero company, the Italian Ministry of Economy and Finance issued a silver coin with a face value of 5 euros, dedicated to Nutella as part of the “Italian Excellences” series.
2024 – Nutella celebrates 60 years
Che mondo sarebbe senza Nutella? / “What would the world be like without Nutella?”