Ferrero launches peanut-based Nutella spread targeting US market
This product is expected to significantly enhance Ferrero‘s presence in the U.S.
USA – Ferrero is set to introduce a new version of its famous Nutella spread that incorporates peanuts, marking the first flavor innovation for the 61-year-old brand.
Nutella Peanut, launching next spring, blends the creamy texture of the classic cocoa hazelnut spread with roasted peanuts, targeting the peanut-loving North American market.
The development of the new spread took five years and reflects the company’s commitment to growth in this market, according to Seth Gonzalez, senior director of marketing at Ferrero. He emphasized that Nutella Peanut is not intended to compete with peanut butter.
Peanut consumption in the U.S. has surged over the past twenty years, especially during the COVID-19 pandemic, as reported by USDA data referenced by The Peanut Institute.
Approximately 60% of peanuts are used for peanut butter, while 17% are utilized in candy and 2% as an ingredient.
USDA data from 2022 indicates that peanuts account for 65% of all nut consumption in the U.S., with an average annual consumption of 8 pounds per person.
Ferrero plans to manufacture Nutella Peanut at its Illinois facility, which also produces other peanut-based products like Butterfinger and Baby Ruth. The company is investing $75 million to develop the necessary infrastructure for this new product.
Executives are hopeful that Nutella Peanut will further boost the already successful brand, as Nutella sales have nearly doubled since 2020, according to Gonzalez.
Depending on consumer feedback, Ferrero may eventually release Nutella Peanut in various formats.
In recent years, the company has focused on incorporating its traditional hazelnut spread into products like biscuits and crunchy wafers, as well as portable options like Nutella & Go, which allows for dipping snacks into the spread.
Gonzalez mentioned that future innovations for Nutella Peanut are on the company’s radar, but success with the initial product is essential for building a platform for further development.
The new spread is part of a series of product launches Ferrero has planned for the next six months, which also includes Ferrero Rocher chocolate squares, Tic Tac Dr. Pepper, Butterfinger Marshmallow, and a limited-time Crunch White bar featuring white chocolate and crisp rice.
Historically, Ferrero’s presence in the U.S. has been primarily associated with Nutella, Ferrero Rochers, and Tic Tacs.
However, the family-owned company, which originated in post-war Italy in 1946, has been actively expanding its U.S. footprint through product innovation and several multi-billion-dollar acquisitions.
For decades, Ferrero’s U.S. presence was largely centered around Nutella, golden-wrapped Ferrero Rochers and minty Tic Tacs.
But the family-owned Ferrero, which traces its roots back to 1946 in war-ravaged Italy, has been aggressively expanding its presence in the U.S. through the innovation of its existing product line and a series of multi-billion-dollar acquisitions.
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