April 1964: A hazelnut and cocoa cream with an irresistible aroma arrives on Italian tables. During the economic boom, Italy looks to the future with hope and needs a boost of healthy energy: Nutella invents a new product category and conquers the country, and then the world. But what is its secret? It all begins in Alba after the war, in a small pastry shop owned by the Ferrero family. From the founder Pietro to his son Michele to his grandson Giovanni, this family business has continued to reap success, achieving global dimensions while maintaining strong roots in its birthplace, the Langhe region. Without ever losing sight of product quality, guaranteed by vertical integration of the supply chain, and adhering to strict ethical criteria for environmental and social sustainability, the Ferrero Group is today the third-largest international player in its sector; a position achieved also through strategic acquisitions that have created a true “Ferrero ecosystem.” Added to all this is communication that has made Nutella a lovebrand, a “madeleine” reminiscent of family and home: today it is a modern icon, loved by millions of fans and the subject of artistic and culinary interpretations. In 2024, Nutella celebrated its sixtieth anniversary by looking ahead, launching a new line of products, the “Big Five” – spreads, snacks, cookies, baked goods, and ice creams – which transformed it into a powerbrand: “a brand that has widened its field of action, transcending the boundaries of its own product category of origin.”
