Chocolate giant Ferrero is set to launch a plant-based version of its iconic Nutella spread in Italy this autumn. The new vegan spread will contain no animal-origin ingredients, making it suitable for those following a flexitarian or lactose-free diet.
The origins of Nutella can be traced back to World War II when cocoa was scarce and chocolate makers turned to hazelnuts as an alternative. Since its creation in 1964, Nutella has become a household staple worldwide. However, those avoiding dairy had to seek alternative options until now.
Ferrero’s decision to introduce a plant-based Nutella comes after a year of significant production growth, with a 20% increase in sales reaching 500,000 tonnes. This move is expected to cater to the growing trend of plant-based diets in Italy, where an estimated 12 million people identify as flexitarian.
The new Nutella Plant-Based spread promises to maintain the same beloved taste while offering a dairy-free alternative. The product targets both flexitarian consumers and those with lactose intolerance, using only plant-based ingredients in its recipe.
The trademark for Nutella Plant Based was registered in Italy and Germany last December. The launch of this vegan alternative aligns with Italy’s expanding plant-based market, which is valued at €680 million, with dairy alternatives accounting for €310.4 million in sales.
Giorgio Santambrogio, CEO of Gruppo VèGè, confirmed the news on LinkedIn, expressing pride in being among the first to learn about Ferrero’s innovative product. The arrival of Plant-Based Nutella is set to bring excitement to households seeking a dairy-free, plant-based option for their nutty cravings.
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