Spread the happy. If Nutella took its slogan to heart it could circle the globe and back again. The nut-and-chocolate gunge is adored by children and has its own world celebration day. In France, a 2018 supermarket promotion sparked a riot. Nutella has overtaken Marmite as Britain’s favourite spread, and divides opinion as sharply.
Its phenomenal success has made a mint for Italian multinational confectioner Ferrero, which also owns brands such as Ferrero Rocher and Kinder. The business, which grew out of a family bakery in the 1950s, might be worth as much as €50bn.A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Times Select.
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