We will eat plant based Nutella? The press rumors suggest this: the Turin edition of Corriere della Sera published a news report that Ferrero, the multinational company from Alba (Cuneo) that produces the famous spreadable cream, has registered the trademark «Nutella Plant Based namely vegetable Nutella, to the Italian patent office of the Ministry of Made in Italy.
Plant-based Nutella: the news that is going around the world
From here the rumor mill began: the news is now on news sites all over the world. If it were confirmed, moreover, it would be an epochal turning point in the world of the confectionery industry: theentry of a strong brand like Nutella into the world of plant-based food, in addition to probably delighting many consumers, it could create some headaches for hundreds of other companies around the world that have already sensed the deal in the plant-based segment and produce similar products. A rapidly growing market: according to Nielsen in Italy the sector is worth around 680 million euros and 5.8 billion in Europe.
Ferrero’s official statement
However, the company does not give certainties. In a statement released internationally from its registered office in Luxembourg, Ferrero made this known: «At Ferrero we constantly research and explore opportunities within new food trends, to respond to the needs and expectations of our consumers. Registering a trademark does not in itself confirm the launch of a product.
What does it mean? Basically Ferrero does not confirm, but to tell the truth it does not deny either. He points out an important legal detail, making it clear that if the patent had indeed been filed, it might not even be automatically linked to the launch of the new product. In its statement, however, the company simultaneously recalls its commitment to keeping up with the times. Which, in this case, could mean going towards each other to the needs of millions of consumers around the world who do not drink milk – contained in the Nutella recipe – due to intolerance problems, allergies, or because they have embraced a vegan diet. But also many others who simply want to change, perhaps only every now and then.
All the news about Nutella
Precisely for this reason if, in a few months, or years, this were to actually arrive Nutella plant based we wouldn’t be surprised, but on the contrary. Nutella is a brand symbolizing the innovation of the Italian companyborn thanks to the genius of Michele Ferrero, the founder, who sixty years ago – after a long series of products that are still iconic today (the Kinder egg, among many) – created this spreadable cream with hazelnuts and chocolate which has never lost popularity since then, but rather.
Suffice it to say that it is the only one to have a dedicated world day which is the Nutella Day: an idea from a fan, the then blogger Sara Rosso, which quickly became global and is celebrated every year on February 5th. Furthermore, as a tribute to her, as a symbol of Italian entrepreneurial excellence, a coin from the Italian Mint was created which represents a jar of Nutella.
If this new version of plant based Nutella actually arrived on supermarket shelves, it would be the latest in a long series. Over the years, in fact, Nutella has lent itself to various successful experiments, come on Nutella Biscuit to the Nutella Croissant, just born, which from January will be available in supermarkets: ready-made croissants to buy at the bakery counter or frozen to make at home. In short, let’s wait. Confident.
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