Chocolate giant Ferrero is set to launch a vegan version of its popular Nutella spread in Italian supermarkets this autumn. The new plant-based spread will contain no animal-origin ingredients, targeting flexitarian consumers and those with lactose intolerances. The move comes after a year of significant growth for Ferrero, with a 20% increase in sales and a total production of 500,000 tonnes.
Nutella’s origins can be traced back to the shortage of cocoa during World War II, leading to the invention of the hazelnut spread in Italy in 1964. Today, Nutella is a household staple globally, but those following flexitarian or lactose-free diets have had to look for alternatives due to its dairy content.
The launch of Nutella Plant-Based aims to cater to the growing demand for plant-based alternatives in Italy, with an estimated 12 million people falling into the flexitarian category. The product is made with only plant-based ingredients, ensuring that it is suitable for those with lactose intolerances as well.
The new spread will retain the classic Nutella taste, with Ferrero confident that it will be a hit among households looking for plant-based options. The trademark name Nutella Plant Based was registered last year in Italy and Germany, entering Italy’s flourishing plant-based market. With the vegan alternative market in Italy valued at €680 million, of which dairy alternatives make up €310.4 million in sales, Ferrero hopes to tap into this growing market with its new plant-based Nutella version.
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