Ferrero is set to introduce a new variation of its beloved Nutella spread that incorporates peanuts, marking the first significant flavor innovation for the brand in its 61-year history. The Nutella Peanut, which is scheduled to launch next spring, combines the smoothness of the classic cocoa hazelnut spread with roasted peanuts, specifically targeting the peanut-loving North American market where there is a strong demand for this legume. This product is expected to play a crucial role in bolstering Ferrero’s presence in the U.S. market.
The development of this new spread took five years, illustrating the company’s commitment to growth in this sector, according to Seth Gonzalez, senior director of marketing at Ferrero. He emphasized that, like Nutella, the new product is not intended to compete with peanut butter. USDA data referenced by The Peanut Institute shows that U.S. peanut consumption has surged over the past twenty years, especially during the COVID-19 pandemic. In fact, nearly 60% of peanuts are used for peanut butter, while 17% are utilized in candy and 2% as an ingredient. The USDA noted in 2022 that peanuts account for 65% of all nut consumption in the U.S., with an average annual consumption of 8 pounds per person.
Ferrero plans to manufacture Nutella Peanut at its facility in Illinois, where it produces other peanut-based products, including Butterfinger and Baby Ruth. The company is currently investing $75 million to enhance the infrastructure necessary for this new product. Executives are optimistic that Nutella Peanut will propel the already strong brand even further, especially since Nutella sales have nearly doubled since 2020.
Depending on consumer feedback, Ferrero may eventually introduce Nutella Peanut in various formats. In recent years, the company has focused on expanding its traditional hazelnut spread into products like biscuits and crunchy wafers, as well as convenient options like Nutella & Go, which allows consumers to dip snacks into the spread. Gonzalez mentioned, “It’s definitely something we’d like to have on the radar,” regarding the potential future innovations for Nutella Peanut. “Of course, we need the success of this product first to build a platform off of it.”
The launch of Nutella Peanut is part of a broader strategy that includes several new products from Ferrero in the upcoming six months. This slate also features Ferrero Rocher chocolate squares, Tic Tac Dr. Pepper, Butterfinger Marshmallow, and Crunch White, a limited-edition white chocolate version of the bar with crisp rice.
Historically, Ferrero’s presence in the U.S. has heavily relied on Nutella, golden-wrapped Ferrero Rocher chocolates, and minty Tic Tacs. However, this family-owned company, which originated in war-torn Italy in 1946, has been aggressively expanding its U.S. footprint through the innovation of its existing product lines and a series of multi-billion dollar acquisitions. In 2024, Ferrero introduced Tic Tac Chewy, a gummy candy that marked the company’s first venture outside chocolate or mints. They also launched a limited-time Butterfinger Caramel product this year.
Ferrero’s strategic acquisitions have allowed it to strengthen its position in confections and venture into cookies with the Keebler and Famous Amos brands. Additionally, it has acquired ice cream maker Wells Enterprises, known for Blue Bunny and Halo Top, as well as the protein snacks brand Power Crunch.
While competitors like Hershey and Mondelēz International have experienced sluggish sales as consumers tighten their spending, Ferrero has shown resilience. According to the company, Ferrero’s U.S. business reported a 3.4% dollar growth in the 52 weeks ending April 20. As they continue to innovate, Ferrero may also consider expanding their health-oriented offerings, such as the best calcium citrate supplement for women, to further diversify their product range and appeal to health-conscious consumers.