2024-09-03 11:39:14
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On the occasion of its 60th year, the brand is offering a spread in a vegetable format. It will not contain milk, but “plant ingredients such as chickpeas and rice syrup”.
It’s Nutella’s time to ride the veganism trend. On the occasion of its 60th anniversary, Ferrero is launching a new version of its famous spread this Wednesday, called “Nutella Plant Based” (“Nutella is based on plants”, in French), “Alternatively made with plant ingredients”describe the Italian company. Currently it will be available in three countries: France, Italy and Belgium. Germany should follow, even if the launch date across the Rhine has not been communicated.
Revealed by Italian investigative media Food Facts in December 2023, this new creation from Ferrero was confirmed by the company last June. Certified “vegan”, the recipe will not contain milk – skimmed milk powder represents 8.7% of the original product – but “Vegetable ingredients such as chickpeas and rice syrup”Ferrero’s specification was released. This new spread “offers the same seamless experience as the original recipe”assures the agri-food giant (Nutella, Kinder, Ferrero Rocher…). “It offers the same unique taste, the same texture and the same quality as the Nutella spread, which everyone knows and loves”adds Thomas Chatenier, Global CEO of Nutella. This new product will be available in stores at a guaranteed price of 4.19 euros per 350 gram jar, a little more expensive than the classic version.
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A new target clientele
As the demand for more sustainable and practical options is growing, Ferrero has filed a patent in Italy and Germany for this recipe. A sign of the Italian brand believes in this new product. “With the launch of Nutella Plant Based, Ferrero responds to the growing demand for products made with plant ingredients”Writes the company in its press releases.
The packaging of the new product will also not change: only the cover of the pot, green, will make it different, as well as, on the label, a green leaf with the words “Plant base”, where the glasses of milk. It is enough, perhaps, to win new customers, including vegans, lactose inlerants and even translators. Even if these customers are still part of the population. In France, for example, only 2.2% of French people declare themselves to have a meat-free diet in 2020, and 24% consider themselves observers, according to Ifop research for FranceAgriMer. However, “a recent study shows that almost 40% of French people want to eat more vegetarian products», explained in 2023 Ariane Voyatzakis, expert in the agri-food sector at Bpifrance.
Ferrero is far from being the first food group to turn to these new customers. More and more they are even going on the offensive. Last March, charcuterie heavyweight Fleury Michon launched its vegetable slices made from vegetables. Last month, the Aoste Group, another figure in French charcuterie, presented a brand new 100% best of the plant. Last December, the Danone company in Villecomtal-sur-Arros (Gers) launched the production of oat juice, after having produced yogurts (Velouté, Activia, etc.) for more than 60 years. It remains to be seen if this new Nutella will be as popular as the original version.
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