Nutella

What Nutella does

Nutella is a globally recognized hazelnut cocoa spread brand owned and operated by the Ferrero Group, an Italian family-owned confectionery conglomerate. Originally created in 1946 as "Supercrema" by Pietro Ferrero in Piedmont, Italy, during post-WWII cocoa rationing, the product was rebranded as Nutella in 1964 and has since become a cultural icon sold in more than 100 countries and territories. The signature recipe combines seven quality ingredients (sugar, palm oil, hazelnuts, cocoa, milk, lecithin, and vanillin) manufactured through food formulation and processing technology rather than software or digital infrastructure. The portfolio has expanded well beyond the classic spread to include Nutella Peanut (the first new flavor variant in 60 years, launched in 2026), ice cream cones and tubs, Nutella & GO! breadstick and pretzel snack packs, Nutella Biscuits, and Nutella B-Ready bars.

The business model centers on mass-market consumer goods distribution through major grocery retailers worldwide, supplemented by direct-to-consumer e-commerce via the official Nutella shop and the branded Nutella Cafe in Chicago, which opened on Michigan Avenue in May 2017. Revenue is generated through product sales at standard grocery price points; pricing is not publicly disclosed. The horizontal go-to-motion targets general consumers across all demographics for breakfast, snacking, and baking use cases, supported by an extensive recipe content library, an AI-assisted recipe discovery tool, social media engagement across Facebook, Instagram, Twitter, Pinterest, YouTube, and TikTok, and recurring cultural marketing moments such as World Nutella Day on February 5. The company pursues selective partnerships, including co-branded recipes with Pearl Milling Company in 2025 and a luxury publishing collaboration with Assouline in 2026.

US operations are conducted through Ferrero U.S.A., Inc., a wholly-owned subsidiary incorporated in New Jersey with headquarters at 7 Sylvan Way in Parsippany, and additional regional support is provided by Ferrero Australia Pty Ltd in North Sydney. Nutella is privately held with no external institutional investors; ownership has remained within the Ferrero family since 1946, and the brand sits alongside other Ferrero properties including Ferrero Rocher, Kinder, and Tic Tac. The operating geographies span North America, South America, Europe, Africa, Asia, and Oceania, supported by regional subsidiaries and documented responsibility programs for cocoa, hazelnut, palm oil, and sugar sourcing.

Name

Nutella

Legal name

Ferrero U.S.A., Inc.

Website

https://nutella.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

251–500 employees

Short description

Nutella, a brand owned by Ferrero Group, produces and sells hazelnut cocoa spread and related snack products across 100+ countries. It serves mass consumer markets through grocery retail, direct e-commerce, and the Nutella Cafe experience.

Ownership category

akta.pro rank

Product category

Confectionery Spreads

NAICS

Roasted Nuts and Peanut Butter Manufacturing (311911), Ice Cream and Frozen Dessert Manufacturing (311520), Sugar and Confectionery Product Manufacturing (3113)

SIC

Sugar & Confectionery Products (2060), Ice Cream & Frozen Desserts (2024), Cookies & Crackers (2052), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Nut & Seed Spreads Manufacturing (Peanut, Almond, Tahini) (AFAKADAJ)

akta.pro secondary industry

Ice Cream & Refrigerated Desserts (CRADACAE)

Keywords

• Hazelnut cocoa spread
• Chocolate spread products
• Confectionery snacks
• Breakfast spreads
• Biscuit and ice cream

Headquarters

HQ city

Pune

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Spread and Food Products Sales: Nutella generates revenue through the sale of its core chocolate-hazelnut spread and related food products including ice cream, biscuits, and snacks through retail distribution channels.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Nutella produces and sells a signature chocolate-hazelnut cocoa spread made with 7 quality ingredients (sugar, palm oil, hazelnuts, cocoa, milk, lecithin, vanillin), along with related food products including ice cream (cones and tubs), biscuits (Nutella Biscuits, B-Ready), and snack formats (Nutella & GO! Breadsticks and Pretzels). The brand also operates the Nutella Cafe in Chicago offering a branded dining experience.

Product overview

Nutella is a food brand owned by Ferrero, offering a portfolio of chocolate-hazelnut spread products and related food items. The core product is Nutella Classic, a hazelnut spread made with 7 quality ingredients. The portfolio has expanded to include Nutella Peanut (a new flavor variant launched in 2026 as the first new flavor in 60 years), ice cream products (cones and tubs), snack items (Nutella & GO! Breadsticks and Pretzels), and biscuit products (Nutella Biscuits and B-Ready). The brand also operates the Nutella Cafe in Chicago, providing a physical experience location.

Differentiator

Problem solved

Functional benefit

Brands

• Nutella® Classic: The original hazelnut cocoa spread, made with 7 quality ingredients including hazelnuts, cocoa, milk, and palm oil.
• Nutella® Peanut
• Nutella & GO!
• Nutella Biscuits
• Nutella B-Ready
• Nutella Ice Cream
• Nutella® Cafe

Products and services

• Nutella Classic Spread The signature chocolate-hazelnut cocoa spread made with 7 quality ingredients (sugar, palm oil, hazelnuts, cocoa, milk, lecithin, vanillin), sold globally for spreading on bread, toast, pancakes, waffles, and for use in baking and snacking.
• Nutella Peanut Spread A new flavor variant of the Nutella spread blending the classic Nutella creaminess with roasted peanuts, targeted at consumers seeking a new taste experience.
• Nutella Ice Cream Cones Ice cream cones featuring Nutella hazelnut spread, sold at retail for individual consumer snacking.
• Nutella Ice Cream Tub Tub-format ice cream featuring Nutella hazelnut spread for household consumption.
• Nutella & GO! Breadsticks Convenient snack format combining breadsticks with Nutella hazelnut spread in a single pack for dipping and on-the-go consumption.
• Nutella & GO! Pretzel Convenient snack format combining pretzels with Nutella hazelnut spread for dipping and on-the-go consumption.
• Nutella Biscuits Biscuit product featuring Nutella hazelnut spread, sold at retail as a ready-to-eat sweet biscuit.
• Nutella B-Ready Ready-to-eat biscuit format filled with Nutella hazelnut spread, designed as a portable snack.
• Nutella Cafe Chicago A branded cafe experience on Michigan Avenue in Chicago offering Nutella-themed food and beverages including croissants, gelato, crepes, French toast, and grilled baguettes with Nutella.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Pearl Milling CompanyminorGTM or Marketing Partner · 1 June 2025Pearl Milling Company, America's Favorite Pancake Brand, partnered with Nutella on World Nutella Day recipes in 2025, featuring co-branded recipes like Apple Cheddar Biscuits, Fruit & Pancake Stacker, Scone Bites, Banana on a Stick, Pancake Mug, Sheet Pan Pancake, and Banana Bread.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• J.M. Smucker: Owner of Jif and Smucker's, the leading US peanut butter and fruit-spread brands. Direct competitor in the spreads aisle with overlapping merchandising, similar retailer relationships, and comparable mass-market consumer targeting.
• Rigoni di Asiago (Nocciolata): Italian maker of Nocciolata organic hazelnut spread, the most direct hazelnut-cocoa spread competitor to Nutella. Targets the same at-home spreading and breakfast occasions with a clean-label positioning that appeals to health-conscious consumers.
• The Hershey Company: US-listed mass-market chocolate and confectionery company with a similar global reach and consumer base. Hershey's spreads (Hershey's Chocolate Spreads) compete head-to-head with Nutella on retail shelves, and Hershey's serves the same at-home snacking/breakfast occasions.

Broad incumbents

• Mondelez International: Global confectionery and snacks major with brands including Cadbury, Toblerone, Milka, and Oreo. Competes with Nutella in the chocolate, biscuit, and snack aisles across 100+ countries with comparable mass-market distribution.
• Ferrero Group: Parent company and operator of Nutella, also owning Ferrero Rocher, Kinder, Tic Tac, and Nutella & GO!. Sibling brands compete across confectionery aisles globally, sharing supply chain, retail relationships, and brand-building capabilities.
• Unilever: Global consumer-goods major with a spreads portfolio (e.g., Flora, Hellmann's-adjacent products) and ice cream (Magnum, Ben & Jerry's, Breyers). Overlaps with Nutella in spreads and ice cream categories in many of the same 100+ countries.
• Lindt & Sprüngli: Swiss premium chocolate maker with global retail presence. Competes with Nutella in the premium gifting and indulgence occasions, and increasingly in adjacent spreads and snack formats via its hazelnut-based innovations.
• Conagra Brands: US packaged-foods major with brands including Reddi-wip, Hunt's, PAM, and Marie Callender's. Competes with Nutella in the frozen dessert and snack aisles (relevant to Nutella Ice Cream and Nutella & GO!) with comparable mass-retail placement.
• Kraft Heinz: Mass-market packaged-foods major with a portfolio spanning spreads, condiments and breakfast items (incl. Heinz, Philadelphia). Overlaps with Nutella at the breakfast and snacking occasion and shares major-retail distribution in the US and globally.

Emerging players

• Justin's: Specialty nut-butter and snack-pouch brand acquired by Hormel. Competes in the nut-based spread and snack-format categories where Nutella plays (e.g., Nutella & GO!), targeting the same better-for-you consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/NutellaUSA
• Facebookfacebook.com/nutellaindia
• Instagraminstagram.com/nutella
• Pinterestpinterest.com/nutellausa
• LinkedInlinkedin.com/company/biscuit-bio

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nutella