After months of anticipation, Ferrero has officially launched Nutella Plant-Based, a new addition to the Nutella family, in September 2024. This innovative version of the beloved spread now features plant-based ingredients, catering to the growing demand for lactose-free and vegan options. This release aligns with Nutella’s 60th anniversary celebrations and follows the recent debut of Nutella Ice Cream.
Nutella Plant-Based is formulated with chickpeas and rice syrup as dairy alternatives, making it suitable for those with lactose intolerance or those who choose plant-based diets. This new recipe not only meets the needs of lactose-intolerant consumers but also responds to the flexitarian trend embraced by approximately 12.5 million Italians. Like its predecessors, Nutella Plant-Based is gluten-free and has earned certification from the Vegetarian Society as “Vegan Approved.”
The production of Nutella Plant-Based began in January 2023, with industrial manufacturing starting in June 2024. The spread will be available in Italy, France, and Belgium starting September 2024, in a 350g format, with plans to expand to other European markets in 2025. Ferrero aims to strengthen its presence in the breakfast segment, a market valued at €5.9 billion, where spreadable creams are a growing category.
Stefano Lelli Mami, Region Marketing Manager Nutella Italy, highlighted the significance of this launch during the official event, emphasizing Ferrero’s innovative spirit. He noted that Nutella Plant-Based, produced at Ferrero’s Sant’Angelo dei Lombardi facility in Italy, continues the company’s commitment to expanding its product range and reinforcing its global brand presence. The launch reflects Ferrero’s ongoing success and dedication to meeting diverse consumer needs.
