Ferrero unveils new plant-based Nutella in European markets

Ferrero has announced the launch of its beloved global spread in a new plant-based version – the latest addition to the growing family of Nutella products.

Nutella Plant-Based delivers the same unmistakable Nutella experience but removes milk and adds vegetal ingredients such as chickpeas and rice syrup. Just like the classic Nutella, the new option combines quality ingredients, including its signature roasted hazelnuts and flavorful cocoa, to create a unique creamy and delicious texture. Without compromising on taste, the new spread is vegan certified and offers a delicious new choice for consumers.

As the iconic brand celebrates its 60th anniversary this year, Nutella continues to bring its innovative spirit and decades of expertise to tables worldwide. With its latest launch, Ferrero is embracing the growing demand for plant-based products, with increasing numbers of consumers choosing to reduce or avoid animal products whether for dietary or lifestyle reasons. Nutella Plant-Based has been developed to meet this demand, whilst welcoming even more people to the Nutella family.

Thomas Chatenier, global president of Nutella at Ferrero, said, “For 60 years, millions of people around the world have begun their day enjoying breakfast with Nutella. We are excited to welcome even more people into the brand offering Nutella Plant-Based, the latest addition to the growing Nutella family. We developed this innovation to provide a delicious new choice that delivers the unmistakable Nutella experience in a plant-based version, replacing milk with vegetal ingredients, offering the same great taste, smooth texture and excellent quality that the Nutella brand is known and loved for.”

Vanessa Brown, head of Trademarks, the Vegetarian Society, said, “We welcome Ferrero’s efforts to meet the needs and expectations of the millions of consumers following plant-based and vegan diets. We are pleased to announce that the new Nutella Plant-Based meets the Vegetarian Society’s strict criteria for vegan accreditation. One of the world’s most loved brands is now offering a plant-based option.”

Nutella Plant-Based will be launched in Autumn 2024, starting with select European markets and will be available in local hypermarkets and supermarkets in a 350g format.

Like the original Nutella, it will be sold in a recyclable jar and made using quality ingredients, in line with Ferrero’s dedication on responsible sourcing.