Ferrero, the renowned chocolate maker, is making headlines with the announcement of a new vegan version of its popular Nutella spread. This plant-based Nutella is set to hit supermarket shelves in Italy this autumn, aiming to cater to the growing demand for dairy-free and flexitarian-friendly products.
The Evolution of Nutella
Nutella's story began during World War II when limited and expensive cocoa led chocolate makers to seek alternative ingredients like hazelnuts. This quest culminated in the first jar of Nutella being sold in Piedmont, Italy, in 1964. By the following year, Nutella had expanded from Italy to Germany, France, and Australia, becoming a global phenomenon.
Today, Nutella is a household staple worldwide. However, those following flexitarian or lactose-free diets have had to seek alternatives due to Nutella's dairy content. Ferrero's latest innovation, Nutella Plant-Based, promises to delight these consumers without compromising on the beloved taste.
Ferrero's Commitment to New Food Trends
Ferrero's decision to launch a vegan Nutella aligns with the company's mission to adapt to emerging food trends and dietary preferences. Giorgio Santambrogio, CEO of Gruppo VèGè, confirmed the news on LinkedIn, expressing pride in being the first retailer informed of Ferrero's latest innovation.
Nutella Plant-Based is designed to appeal primarily to flexitarian consumers, who actively reduce animal products in their diets. In Italy alone, approximately 12 million people identify as flexitarians. Additionally, the new vegan Nutella will cater to lactose-intolerant individuals by using exclusively plant-based ingredients.
Market Impact and Future Prospects
The launch of Nutella Plant-Based follows a year of substantial production growth for Ferrero, with a 20% increase in sales and a total of 500,000 tonnes produced. The trademark name Nutella Plant Based was registered in Italy and Germany last December, signaling Ferrero's strategic move into the expanding plant-based market.
Italy's plant-based market is flourishing, with the vegan alternative sector valued at around €680 million. Of this, dairy alternatives account for €310.4 million in sales. Ferrero's new offering is expected to make a significant impact in this growing market, providing a much-anticipated option for those seeking delicious, plant-based spreads.
Taste and Tradition
Despite the change in ingredients, Ferrero assures that the taste of Nutella Plant-Based will remain true to the original. This commitment to flavor, combined with the benefits of a vegan product, is set to attract a wide range of consumers looking for both taste and dietary compliance.
The introduction of vegan Nutella marks a significant milestone in Ferrero's history, reflecting the company's ability to innovate and meet consumer demands. As Nutella Plant-Based prepares to enter the market, it promises to become a favorite among those following plant-based and lactose-free diets, all while maintaining the classic Nutella taste that has been cherished for decades. With Ferrero's new offering, there truly is "nut" to like.
Source: Euronews
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