Nutella Celebrates 60 Years With #GiveANutellaSmile Campaign


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Luxembourg — World Nutella Day, February 5, marked the kick off of Ferrero Group’s celebrations for the brand’s 60th anniversary.

The spread, now available in more than 170 countries, started with a story of invention and passion. The company says the product that would eventually become Nutella was developed by the founder of Ferrero Group, Pietro Ferrero. In response to cocoa supply shortages after WW2, the original recipe used just a hint of cocoa, which was rare at the time, and added hazelnuts, a local delicacy in Piedmont, Italy. Then, in 1964, while many were still making solid chocolate, Pietro’s son, Michele, evolved the product and created the Nutella spread as it is known today.

Since then the brand has evolved into a range of product experiences from launching its first on-the-go snack with Nutella &GO! in 2005, the crispy Nutella B-ready in 2015, to Nutella Biscuits, the only biscuit with creamy Nutella, in 2019. More recently, the brand expanded its range with fresh bakery products such as Nutella Muffin launched in 2020 and Nutella Croissant in 2023. In 2017, the Nutella Café opened in Chicago, drawing visitors from around the world and creating a destination for Nutella fans.

Giovanni Ferrero, executive chairman of Ferrero Group, says: “As we mark this milestone anniversary, we celebrate Nutella — a beloved global brand driven by an innovative spirit and decades of expertise. Through the unbeatable taste of Nutella, we have now created a range of new product experiences: Nutella B-ready, Nutella Biscuits, Nutella Muffin and Croissant. Looking ahead, we remain committed to building on this legacy, finding even more ways to offer fans positivity and choice. We have been spreading smiles across the globe for 60 years and through passion, creativity, and innovation, Nutella will keep the world smiling for years to come.”

The brand’s vision is to use positivity as a force for good, according to the company. During its 60th anniversary, Ferrero notes that Nutella will celebrate by spreading the power of positivity with its #GiveANutellaSmile campaign — creating occasions to smile across geographies.

At celebration events around the world, people will be encouraged to feed togetherness and smile with Nutella. The brand will also launch a series of limited-edition Nutella jars, each featuring characters that we all recognize in the people that makes us smile — from the chef to the rockstar, from the dreamer to the romantic.

Alongside the jars, Nutella will also launch a digital activation for consumers via a special jar configurator only available onlinee, inviting everyone to celebrate their ‘smile givers’ by creating personalized stickers and a message for their jar.