Nutella starts online shop without chocolate spread

“Love for
the brand outside of the kitchen”

Nutella has
opened its own online boutique in the United States. It will sell T-shirts,
mugs, piggy banks and smartphone covers, all with the famous logo of the brand.
One product is strangely absent: the chocolate spread of the brand is nowhere
to be found.

Isn’t the
brand going a bit too far? Not according to the customers, says manager Noah
Szporn of the American branch of producer Ferrero: “They are constantly
requesting access to branded merchandise, and we’re happy to finally offer them
the opportunity to show their love for the brand outside of the kitchen.”

Newest hype
among school kids?

The least
you can say is that the brand is getting a lot of interest: Nutella has almost
18 million followers on Facebook. “The passion our fans have for Nutella is
unlike any other”, says Szporn.

The
products branded with the name of Nutella will only be available in the United
States. They will not be sent internationally. The online shop was launchedright before the start of the new school year, probably hoping the products
will become the latest trend among American kids.