BRAND · Alba, Italy
The Garage / Company file
Nutella (Ferrero Group)
A singular, category-defining spreadable phenomenon that consumes a massive portion of the entire planet's annual hazelnut supply.
Market quote
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Today
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Symbol
BRAND
The story / 4 turning points
1951
The Supercrema evolution and early texture optimization
Following his father's early post-war hazelnut paste experiments, Michele Ferrero successfully modified the underlying recipe into a much smoother, easily spreadable loaf called Supercrema. This version allowed working-class Italian families to stretch expensive breakfast spreads across large portions of daily bread.
1964
The glass jar rebranding and the official birth of Nutella
Michele Ferrero further refined the recipe by adding vegetable oil to guarantee permanent spreadability, pouring the mixture into iconic glass jars and officially renaming it Nutella. The product achieved immediate cultural adoption across Europe, rapidly transforming breakfast habits from traditional butter to chocolate.
2014
The historic 50th anniversary and the Oltan hazelnut supply vertical
To lock down its vast, highly vulnerable ingredient supply chain against poor weather cycles, Ferrero purchased Oltan Group, the world's leading hazelnut processor based in Turkey. This critical acquisition guaranteed that the brand could reliably source the massive hazelnut volumes required to fuel its global production lines.
2025
The plant-based recipe expansion and worldwide culinary adoption
As part of Ferrero Group's record €19.3 billion fiscal year performance, the brand rolled out its highly anticipated "Nutella Plant-Based" variant across Europe. This innovative vegan formulation substituted milk components with chickpeas and rice syrup to target modern plant-based consumer demographics.
Frequently Asked Questions
Who founded Nutella (Ferrero Group)?
Nutella (Ferrero Group) was founded by Michele Ferrero.
When was Nutella (Ferrero Group) founded?
Nutella (Ferrero Group) was founded in 1964 (First jar of Nutella).
Where was Nutella (Ferrero Group) founded?
Nutella (Ferrero Group) was headquartered in Alba, Italy.
Why was Nutella (Ferrero Group) created?
Following his father's early post-war hazelnut paste experiments, Michele Ferrero successfully modified the underlying recipe into a much smoother, easily spreadable loaf called Supercrema. This version allowed working-class Italian families to stretch expensive breakfast spreads across large portions of daily bread.
What does Nutella (Ferrero Group) do?
A singular, category-defining spreadable phenomenon that consumes a massive portion of the entire planet's annual hazelnut supply. Discover how Nutella evolved from a post-war Italian hazelnut cream solution into a global culinary phenomenon consuming a massive portion of the world's hazelnut crop.
How did Nutella (Ferrero Group) grow?
As part of Ferrero Group's record €19.3 billion fiscal year performance, the brand rolled out its highly anticipated "Nutella Plant-Based" variant across Europe. This innovative vegan formulation substituted milk components with chickpeas and rice syrup to target modern plant-based consumer demographics.