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Frederic Thil, General Manager Ferrero Travel Market comments: “Ferrero is leading the travel retail confectionery category through its imaginative and innovative activations and its creative approach to product design. North America’s Nutella is made in Canada, but you can also find the imported version from Italy in specialty shops (you can tell it’s from Italy by the glass jar). Despite the same list of ingredients, many Nutella aficionados claim that the stuff made in Ontario tastes sweeter and less hazelnutty than the European version. In 2014, a Washington Post correspondent dove into the debate with the help of a pastry chef, and came to the conclusion that the difference in taste could be the result of trans fats in the European version. Yum yum. 20. ITALY’S SO PROUD OF NUTELLA, IT PUT IT ON A STAMP. Ferrero’s CEO is Giovanni Ferrero, the son of Michele and grandson of Pietro. His brother Pietro shared the title of co-CEO until his sudden death while cycling in 2011. 9. ITS SISTER COMPANY MAY SOUND FAMILIAR.

Our praline and Kinder platforms have set the benchmark for retail theatre and created a contemporary and dynamic aura for these iconic Ferrero brands.

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Ferrero buys about a quarter of the world’s hazelnut supply every year. That’s more than 100,000 tons. Thanks to Nutella, hazelnuts have become trendy, driving up prices and encouraging farmers in regions that have never produced the nuts, like Chile and Australia, to give it a try. The company contends that two years’ worth of its hazelnut supply could fill the Roman Colosseum, and in 2014, Ferrero bought the world’s leading hazelnut supplier, the Otlan Group. 6. EACH JAR CONTAINS 52 HAZELNUTS. The ‘Hello World’ platform extends to interactive point of sale materials, using the latest face recognition technology, which create a dynamic and enjoyable shopping experience,” insists Ferrero Travel Market.

Serving suggestion … also, ignore what the label says about not storing Nutella in the fridge. Photograph: MASP Food Photography/Alamy In 2015, Ferrero slapped a rogue Nutella cafe scheduled to open in Brooklyn with a lawsuit. First, the restaurant was to be named the Nutelleria, but changed to Nuteria over legal concerns. Unfortunately, Ferrero still thought the Nutella-themed restaurant had too similar of a name to its own brand, and filed suit. The cafe closed in May 2015, as did, presumably, dreams of Miami and Los Angeles outposts. However, the New York location of the Italian market Eataly does have a Ferrero-approved Nutella bar. 15. NUTELLA HAS A SMEARED REPUTATION.In addition to chocolate brands Ferrero Rocher and Kinder, Ferrero also owns Tic Tac. The Italian company released the little orange and mint candies as “ Refreshing Mints” in 1969—only a few years after the 1964 debut of Nutella. 10. NUTELLA-RELATED CRIMES ARE ON THE RISE. Served straight from the spoon? Then likely every time you walk into the kitchen. You have been warned. Otherwise, Nutella works any time – breakfast (toast); dinner (banana sandwich); tea (ice-cream) – you feel that Covid-19/late-stage capitalism/life is squeezing your skull to the extent that you need a momentary lift, a boost, a jolt of pleasure to remind you you are alive. Drink OMG! The Mona Lisa might be... good, but a 3kg tub of Nutella is OFF THE CHART. A big Nutella jar is the ultimate everything: ultimate indulgence, ultimate gift, ultimate way to say "I Love You!".

That has an unmistakable, unappealing 1970s feel. Dipping fruit into softened Nutella brings two great things together and ruins both. Although it is not as leftfield as serving chocolate spread on a charcuterie board to pair with the cheese. Or adding it to a grilled cheese sandwich. The chocolate and hazelnut substance was named after Gianduja, a smiling Piedmontese peasant with a three-point hat who rides around town on a donkey clutching a duja—which in the Piedmontese dialect means “container.” The duja was said to hold wine ... but could have just as easily held a few pounds of that chocolatey hazelnut goodness, no? Gianduja masks are sold all over the Piedmont region of Italy, and his face was plastered all over early Nutella advertisements. 3. IT ORIGINALLY CAME IN THE FORM OF A LOAF.

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Kinder has intensified the focus on children’s gifting products, following the successful launch of Kinder Pilot as the ambassador of the Kinder brand. The roll-out of Kinder Pilot is said to have raised the brand’s visibility in travel retail considerably, and this year Kinder has launched two new travel retail exclusives designed to appeal to the children’s gifting segment. Highlights of the new collection include the Nutella Apparel 750g pot of the spread dressed in a ‘snazzy zip-up top’. “This cute collectable sleeve serves also as a pen and pencil caddy or a make-up brush holder,” says Ferrero.

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