Nutella: The myth that never fades

Born at the end of the 1960s in Alba, Piedmont, it was in the 1970s that it achieved its great commercial success! Let us discover how one of the most irresistible dreams for children and adults alike was conceived!

Nutella as we know it today was officially born in 1964, but its origins date back to the post-war period in 1945, in the back of the Ferrero pastry shop in Alba, Piedmont. It was created by Mr. Pietro Ferrero, who added coconut butter to soften the mixture of hazelnuts, sugar, and cocoa.Initially, it consisted of soft blocks wrapped in tinfoil for easy transport. Legend has it that one summer day the blocks melted, giving rise to the brilliant idea of a spreadable cream. And this is where it entered into legend!
Its first name was “Giandujot,” inspired by a classic of Piedmontese confectionery. But the definitive turning point came, as mentioned, in 1964 with Pietro Ferrero’s son, Michele, who decided to perfect the formula to make it even softer and gave it a new name: Nutella. The choice of this name was not accidental: Nutella derives from “nut,” which means hazelnut in English, accompanied by the diminutive “ella,” specifically to suggest its almost playful use. The graphics also proved to be a winner: a large black “N” with the rest of the lettering in red. From that moment on, and especially since the 1970s, its fame has never faced any difficulties. It is a true myth with a charm, a taste, and above all, a timeless success. For nearly 50 years, it has been enjoyed by children and adults of all ages. Books (recipe books and more) and songs have been written about it, and scenes in major films have been dedicated to it. How can one forget, for example, the delicious “Crêpe” or the “Nutella Roll”?
After all, it is quite true… “What would the world be without Nutella?”