Nutella announces a new flavor for the first time in its 60-year history

Daily Mail​

05-06-2025

Nutella has announced the launch of a brand-new flavor for the first time in its 60-year history.
Since its creation in 1964, Nutella has become a steadfast staple in millions of homes across the world.
Despite its global success and cult-like following, the brand has never officially released a new flavour, aside from plant-based variations, until now.
Ferrero, the company behind Nutella, revealed the new Peanut Nutella flavour in a press statement earlier this week.
The parent company called it 'a bold yet natural evolution for a product rooted in tradition but ready to surprise.'
According to Ferrero, the flavor 'combines the distinctive creaminess of Nutella cocoa hazelnut spread with the delicious taste of roasted peanuts.'
The new spread will be launched in stores by Spring 2026, however there is a catch- it is only available in the US.
Michael Lindsey, President and Chief Business Officer of Ferrero North America, said: 'Developing Nutella and Ferrero Rocher products specifically for the North American market represents a defining moment in our company's history.
'These innovations will engage both loyal fans and new consumers, boosting our power brands and further solidifying our position as a category leader in North America.'
According to Chicago Tribune, the product will also be made in the US at its Franklin Park factory and Ferrero will 'invest $75 million in the plant' and create dozens of new jobs to help produce Nutella Peanut.
Seth Gonzalez, the senior director of marketing for Nutella made clear that the new product was not a peanut butter.
Speaking to the Tribune he said: 'We didn't want it to be another peanut butter, there's a reason why cocoa is still connected as a peanut-and-cocoa formula, instead of just peanuts.'
It comes after Nutella fans in the UK were left ecstatic after discovering a new variety of the spread dubbed 'better than the original', is due to roll out in supermarkets.
Now, Nutella has revealed it is stocking UK cupboards with a new iteration of the globally acclaimed sauce - a vegan variety.
Soon, plant-based eaters will be treated to a vegan version that uses one unlikely ingredient to replicate its iconic creamy consistency.
On top of the usual ingredients of cocoa, hazelnuts and sugar, manufacturers have also added some unlikely suspects, including chickpeas and rice syrup.
They claim the new addition will have the same 'flavour and creaminess fans know and love' but has been 'specially crafted to offer a delicious new choice, blending Nutella's signature roasted hazelnuts and cocoa with plant-based ingredients like chickpeas and rice syrup'.
It's already available on Amazon and will roll out in Sainsbury's from 25 May, with other supermarkets not yet having revealed when they plan to follow suit.
The vegan Nutella will be sold in 350g jars, which is the same size as typically sold in the original variety.
A jar of the vegan hazelnut spread will cost customers £3.99 from Sainsbury's, a slight price increase on the standard version which is £3.18 from the retailer.
Ferrero has announced plans to expand availability to other supermarkets across the UK from 2026.
The spread, which has already been released in a handful of locations across the world, delighted chocolate fans when it first debuted in Australia in 2024.
Posting on social media, Melbourne-based supermarket, Melbourne's Best Vegan Eats, shared a post announcing the news that they would be stocking the product.
Delighted foodies flooded the comments with excitement, as one wrote that they were 'drooling' while others simply exclaimed 'oh my god'.
'I literally sent my mum down the next day to get me two jars of it,' said another.
According the comments, fans have also spotted the spread in Rome.
Speaking about the launch, Mathieu Maggi, Marketing Director Nutella UK&I, Ferrero, said: 'For over 60 years, millions of people around the world have, been enjoying the unique taste of Nutella, and we are excited to welcome even more consumers to the brand with the launch of Nutella Plant-Based.
'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 without compromising on quality and taste.'
The decision to create a vegan version of the classic was inspired by a new wave of plant-based munchers, said the brand.
Ferrero cited recent research that shows 4.7 per cent of UK adults - approximately 2.5 million people - follow a vegan diet.