Plant-based Nutella launches in Belgium, France and Italy

Today Ferrero is launching a plant-based version of its iconic hazelnut spread Nutella, which is celebrating its 60th anniversary. The manufacturer sees growing demand for plant-based and hopes to entice new customers.

Retaining familiar taste

A Nutella jar with a striking green lid appears in Belgian, French and Italian supermarkets. Ferrero developed a new recipe in which the milk powder was replaced by chickpeas and rice syrup. The familiar taste of toasted hazelnuts and creamy texture remain, the manufacturer guarantees. The vegan variant comes in a 350-gram format.

Ferrero says it embraces the growing demand for plant-based products, with more and more consumers choosing to limit or avoid animal products due to their diet or lifestyle. ‘For 60 years, millions of people around the world have begun their day enjoying breakfast with Nutella. We are excited to welcome even more people into the brand offering Nutella Plant-Based,’ said Thomas Chatenier, Global President of Nutella at Ferrero.