News Stop the press! Plant-based Nutella is coming!

Food giant Ferrero, creator of the world’s most famous hazelnut spread, confirmed Nutella Plant-Based will hit the European market later this year.

With Ferrero lodging a trademark for the name Nutella Plant-Based in Italy late last year, it’s been an agonizing wait for an official product launch. But a spokesperson for Ferrero has finally confirmed what we’ve all been hoping for: a vegan version of the iconic creamy hazelnut spread will be landing on store shelves later this year.

The company said in a statement:

By leveraging innovative spirit and decades of expertise of our beloved global brands, we are now preparing to launch Nutella Plant-Based (in a few European countries) starting in autumn 2024. This further addition to the Nutella family will deliver the same unmistakable experience replacing milk with vegetal ingredients, offering a delicious new choice able to welcome even more people into the brand.

A recent survey across 10 European countries revealed that 28% of Europeans eat one vegan alternative weekly, with alt-milk the most popular. So it comes as no surprise that Ferrero have had a dairy-free spread in the works.

At Ferrero we are always scouting and exploring new categories and emerging food trends…

Spokesperson for Ferrero

This year marks the 60^th birthday of Nutella, which first entered the market in April 1964. When the world faced a shortage of cocoa after World War II, Ferrero set out to find a way to maximise their limited cocoa supply. After a bit of tinkering, Nutella was born and the spread became an instant hit.

Such a hit, in fact, it’s reported that nowadays a jar of Nutella is sold every 2.5 seconds, with France being the number one consumer of the spread.

While Nutella Plant-Based will initially launch in only a few European countries, the worldwide popularity of the treat is such that we’re betting it won’t be long before it … spreads all the way to Australia.

We can only hope the rest of the world gets a taste of this vegan-certified product by next February 5^th in time for World Nutella Day.

Header image: © Nutella