In May 1964, Nutella changed forever the image of Italians’ favorite snack: bread and chocolate.
An icon of Made in Italy in the food industry, one of the most appreciated worldwide, Nutella celebrates its 50th anniversary this year. It was created in the Italian town of Alba, in Piedmont region, by Michele Ferrero, who improved the secret recipe of his father’s “Supercrema” – made of cocoa and nuts – and changed the name.
Today, Ferrero company produces about 350,000 tons of Nutella per year, sold in over 75 countries, generating a revenue of 8.1 billion euros and representing a benchmark for the Italian entrepreneurship on the international arena.
In order to celebrate the huge success of the nut cream, a number of events have been organized by Ferrero in collaboration with the Italian Institutions and Poste Italiane, the largest postal service in Italy and former State-owned monopoly. In fact, the special anniversary will be also commemorated with a limited-edition postal stamp that portrays the famed Nutella jar on a golden background, to the delight of all stamp collectors.
On May 17 and 18, the so-called Nutella Day, two big street birthday parties were held respectively in Alba and in Naples, featuring live shows and music, games, and the inevitable loads of bread with Nutella. The events could also be followed online, and many artists like Almamegretta and Mika took part in them. Among the other initiatives promoted by Ferrero Group on this occasion were a special “50 Years” collection of colorful Nutella jars, customized options, and prize giveaways.
In the United States, the Italian brand was also celebrated by the opening of a Nutella Bar inside Eataly’s gourmet store in New York. This is one of the only two venues – the other opened last December in Chicago – where Americans can have a taste of the original Italian snack tradition.
As a matter of fact, the real secret of Nutella’s longevity is that it has always remained the same over five decades, winning the hearts of different generations – as reveals Francesco Paolo Fulci, president of Ferrero Spa.
“What would the world be without Nutella?” Hope we will never have to find out.
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