To mark its 60th anniversary, the brand is releasing its spread in a plant-based format. It will not contain milk, but “plant-based ingredients such as chickpeas and rice syrup.”
It’s Nutella’s turn to ride the vegan trend. To mark its 60th anniversary, Ferrero is launching a new version of its famous spread this Wednesday, called “Nutella Plant Based.” “an alternative made with plant-based ingredients”describes the Italian company. It will be available for the moment only in three countries: France, Italy and Belgium. Germany should follow, even if the launch date in Germany has not yet been communicated.
Revealed by the Italian investigative media The Food Fact in December 2023, this new creation by Ferrero was confirmed by the company last May. Certified “vegan”, the recipe will not contain milk – skimmed milk powder represents 8.7% of the original product -, but “plant ingredients such as chickpeas and rice syrup”Ferrero said in a press release. This new spread “offers the same incomparable experience as the original recipe”assures the agri-food giant (Nutella, Kinder, Ferrero Rocher…). “It offers the same unique taste, the same creamy texture and the same quality as the Nutella spread, known and loved by all”adds Thomas Chatenier, Global President of Nutella. This new product will be offered in stores at the recommended price of 4.19 euros for a 350 gram jar, which is a little more expensive than the classic version.
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A new target clientele
As demand for more sustainable and ethical options grows, Ferrero has filed a patent in Italy and Germany for this recipe. A sign that the Italian brand believes in this new product. “With the launch of Nutella Plant Based, Ferrero is responding to this growing demand for products made with plant-based ingredients.”the company wrote in its press release.
The packaging of the new product will also hardly change: only the green lid of the pot will distinguish it, as well as a green leaf with the words “Plant Based” on the label, instead of the glass of milk. This could perhaps win over new customers, including vegans, lactose intolerant people and flexitarians. Even if these consumers are still a minority in the population. In France, for example, only 2.2% of French people declared themselves to be on a meat-free diet in 2020, and 24% considered themselves flexitarians, according to an Ifop study for FranceAgriMer. However, “Recently a study showed that nearly 40% of French people want to consume more vegan products“, explained Ariane Voyatzakis, expert in the agri-food sector at Bpifrance, in 2023.
Ferrero is far from being the first agri-food group to turn to this new clientele. In fact, they are increasingly going on the offensive. Last March, the heavyweight of charcuterie Fleury Michon launched its vegetable slices made from legumes. The previous month, the Aoste Group, another figure in French charcuterie, presented its new 100% vegetable brand Better Balance. Last December, the Danone factory in Villecomtal-sur-Arros (Gers) launched its production of oat juice, after having produced yogurts (Velouté, Activia, etc.) for over 60 years. It remains to be seen whether this new Nutella will be as popular as the original version.
