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Ferrero updates Nutella brand with new plant-based version

Ferrero has launched a plant-based version of its Nutella brand, which adds chickpeas to its formulation in a move designed to appeal to growing numbers of vegan consumers.

Other changes made by the Italian confectionary giants include the replacement of milk and the inclusion of rice syrup. The aim is to “embrace the growing demand for plant-based products, with increasing numbers of consumers choosing to reduce or avoid animal products whether for dietary or lifestyle reasons”, said Ferrero.

Plant-based Nutella to roll out in Italy, France, Belgium, and Germany

Expected to launch in Autumn 2024, plant-based Nutella will initially be available in select European markets such as Italy, France, and Belgium in a 350 g format.

In a similar vein to the original Nutella, it will be sold in a recyclable jar and made using ingredients that meet Ferrero’s stance on responsible sourcing, according to the manufacturer.

Commenting on the new spread’s launch, Vanessa Brown, head of trademarks at the Vegetarian Society said: “We welcome Ferrero’s efforts to meet the needs and expectations of the millions of consumers following plant-based and vegan diets. We are pleased to announce that the new Nutella Plant-Based meets the Vegetarian Society’s strict criteria for vegan accreditation. One of the world’s most loved brands is now offering a plant-based option.”

Whispers of Ferro’s intentions to launch a plant-based version of Nutella intensified in December of last year, when Ferrero registered the trademark “Nutella Plant-Based” at the Italian patent office (UIBM) of the Ministry of Made in Italy. Around the same time, Ferrero registered a plant-based version of the chocolate spread with Germany’s Patent and Trademark Office.

Germany has the highest share of plant-based eaters among European countries

The European plant-based market has now reached €5.8bn in sales in Europe, according to global marketing research firm Nielsen IQ.

According to the Smart Protein Project, Germany has the highest share of plant-based eaters among European countries analysed with 10% of its consumers plant-based eaters (including vegetarians and vegans). In addition, 30% of Germans identified as flexitarian. In Italy, meanwhile, the sector is worth around €680m, where one of the most successful categories is vegetable-based “milk”, which is currently worth €310.4m.

Nutella, invented by family-owned Ferrero, has annual worldwide sales of over €2 billion. With 54% share of the worldwide market for chocolate-based spreads, Nutella has practically no significant rival as a mass-marketed brand.

“We are excited to welcome even more people into the brand offering Nutella Plant-Based, the latest addition to the growing Nutella family,” said Thomas Chatenier, global president of Nutella at Ferrero. “We developed this innovation to provide a delicious new choice that delivers the unmistakable Nutella experience in a plant-based version, replacing milk with vegetal ingredients, offering the same great taste, smooth texture and excellent quality that the Nutella brand is known and loved for.”

Chocolate and hazelnut-based spread alternatives eager to grab tiny slice of market share

Despite Nutella’s dominance, a handful of chocolate and hazelnut-based alternatives have recently become available, many of which focus on sustainable production.

Vego is Germany-based brand specialising in gianduja-inspired chocolate products, one of which is a vegan spread that includes fairtrade sugar, cocoa, and vanilla to form a product that is also palm oil-free. Meanwhile Italian firm Mr Organic combines cocoa with Italian-grown hazelnuts that also negates the need for palm oil. The dairy-free spread consists of seven organic ingredients: cane sugar, sunflower oil, low fat cocoa (16%), hazelnut paste (12%), rice flour, cocoa butter, and sunflower lecithin.

Fabalous is another fledgling firm keen onto promote its sustainability credentials. The UK-based firm makes available its chickpea-based chocolate spreads which contain 57% less sugar and 81% more protein than leading products. The spreads are organic and also palm oil-free.