The History of Nutella: A Story of Love and Passion

Are you interested in discovering the story of Nutella, the cocoa spread that has captured the appetite of millions across the world? Find out in this article the history of Nutella and much more about it!  

The Story Behind Nutella

Below is Nutella Timeline, from inventing chocolate spread until Nutella becomes a mass phenomenon and the best-selling spreadable cream in the world. Get ready to discover the history of Nutella: 

Inventing Chocolate Spread - 1964 

In 1964, after World War II, cocoa was extremely scarce back then, so a baker called Pietro Ferrero invented a smart solution to this tricky problem! Pietro Ferrero wanted to make up for a shortage of cocoa in the country, so he created a sweet paste made from hazelnuts, sugar, and just a little of the rare cocoa. This innovation was called Giandujot after a local carnival character, and Giandujot was used in Ferrero advertising until 1954. The Giandujot, the Italian “ancestor” of Nutella, was a solid block of hazelnut and cocoa paste wrapped in aluminum foil that could be sliced and eaten with bread. 

From solid block to spreadable cream – 1951 

In 1949, Ferrero improved the hazelnut paste from a solid block of hazelnut and cocoa paste wrapped in aluminum foil to a creamy new product that was easier to spread. It was known as SuperCrema. 

Nutella was Born – 1964  

In 1964, Nutella was officially born after improving its recipe, leading to the creation of the first-ever jar of hazelnut and cocoa cream. The photo above is for the first advertisement for Nutella. 

Serve it in the morning – 1964 

Ferrero started to promote Nutella as a breakfast option, stating "Serve it in the morning" in their advertisements. The photo above shows an Italian newspaper advertisement published in 1964 that emphasized eating Nutella for breakfast. Accordingly, no one can disagree that Ferrero succeeded in this positioning strategy, where now Nutella is The World's Favorite Breakfast Spread, so people Start Their Day the Special Way! 

The iconic jar – 1965  

 

 

 

 

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In 1965, Nutella officially launched a new iconic jar design in Germany, and they made sure that the design shape was recyclable so people may reuse it in the kitchen once empty. Even the other designs formats that got launched later can have a secondary use once empty, such as a drinking glass, a measuring cup, storage, etc. 

Appearing in France – 1966  

In 1966, Nutella got launched in France, and this step was a great success. The photo above is an advertisement for Nutella in France, where Nutella is paired with bread, suggesting that it can eat it as a snack or dessert in the morning. 

Reached Australia – 1978  

In 1978, Nutella reached Australia and opened its first plant outside Europe in Lithgow, near Sydney. 

Nutella’s most famous tagline – 1995 

In 1994, Nutella’s most famous tagline was created, “Che mondo sarebbe senza Nutella?” (What would the world be like without Nutella?). It exploded as a trend when appearing in a famous Italian TV commercial of the time.  

Guinness Book of World Records – 2005 

On 29 May 2005, Nutella set a world record in Gelsenkirchen, Germany, where 27,854 people participated in the “Largest Continental Breakfast Ever” with Nutella.   

World Nutella Day - 2007 

On 5 February 5, 2007, an Italian American blogger Sara Russo created World Nutella Day, and it has been celebrated every year since then. 

50 Years of Great Memories – 2005 

In 2005, Nutella celebrated its 50th birthday in 10 countries with a global event.   

The Nutella Café - 2017  

 

 

 

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On 31 May 2017, Nutella opened its first restaurant in Chicago, a special place where all Nutella fans can enjoy a unique experience by choosing delicious recipes from a wide menu. 

Today, Nutella has eleven factories worldwide that produce its sweetened hazelnut cocoa spread. Nutella's famous factories are in Vladimir, Russia; Belsk, Poland; and Brantford, Canada. Apart from Nutella, Ferrero also manufactures pocket coffee, Ferrero Rocher, TicTac, Confetteria Raffaello, and a range of other products. 

(Cover and Photos copyright: Nutella official website & nutellaworldbook.com)