Nutella, invented by Pietro Ferrero and put on the market in 1964, is the Italian brand name for a gianduia cream containing cocoa and hazelnuts, and has become a true mass phenomenon. Nowadays, Nutella has become the best-selling spreadable cream in the world, with a production of 365,000 tons per year. Ferrero created the catchy name name from the English noun nut, or hazelnut, and the Italian suffix -ella, a vezzeggiativo, that is an alteration of the noun expressing affection and a positive judgment.Every year Italians consume at least 60 million jars, and everyone has memories of running secretly into the kitchen, away from prying eyes, to seek a well-hidden jar of Nutella, and begin the ritual, spreading on bread or eating right from the jar.
One of the reasons behind Nutella's success over the years has been Ferrero's formidable ability to create demand and to adapt the advertising message to the times. In the 1960s, campaigns aimed at parents, who were encouraged to give a small prize to their children; then, in the 1970s Ferrero addressed children directly, emphasizing the merits of the "genuine" snack with pane e Nutella. With the rise of protests against advertising that creates false needs, Ferrero adapted again, capitalizing on the emotional and subjective satisfaction of consumers. Finally, in the third millennium, Nutella focused on personalization. For example, they promoted social media stories of the Nutella moment, including putting their name on the bottle, using gender-friendly decorated jars, and introducing Nutella Bluetooth speakers. On April 20, 1964, the first jar of Nutella left the Ferrero factory in Alba. However, its origins date back to before his 1940s. By the 1920s at the latest, Ferreros (first Pietro and later Michele) was pursuing a recipe for his snack, an inexpensive chocolate that could be eaten with bread.
Turin pastry chef Pietro Ferrero would often watch workers enter his factory with bread filled with tomatoes and cheese. He thought it would be a boon if he could give these workers something sweet and cheap to eat with their bread.In Piedmont there was already a kind of chocolate made from cacao and chopped hazelnuts. .
"Janduya". Piedmont had an abundance of hazelnuts, and farmers didn't even know what to do with them. In 1925 Pietro Ferrero perfected the so-called "pastone" (pastry net) made of chocolate and hazelnuts (Nutella's grandfather). It goes very well with bread. Of course, it was an instant hit with not only workers, but also children, who were Ferrero's target market. On April 20, 1964, the first Nutella jars left the Ferrero factory in Aruba. However, its origins date back to before his 1940s. By the 1920s at the latest, Ferreros (first Pietro and later Michele) was pursuing a recipe for his snack, an inexpensive chocolate that could be eaten with bread.
Turin pastry chef Pietro Ferrero would often watch workers enter his factory with bread filled with tomatoes and cheese. He thought it would be a big win if he could give these workers something sweet and cheap to eat with their bread. Piedmont already had a kind of chocolate made from cocoa and chopped hazelnuts.
"Janduya". Piedmont had an abundance of hazelnuts, and farmers didn't even know what to do with them. In 1925 Pietro Ferrero perfected the so-called "pastone" (pastry net) made of chocolate and hazelnuts (Nutella's grandfather). It goes very well with bread. More than the workers, of course, it was immediately appreciated by the children who were Ferrero's targets.
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