Ferrero is set to introduce a new variant of its beloved Nutella spread, featuring peanuts, marking the first significant flavor innovation for the 61-year-old brand. Dubbed Nutella Peanut, this new offering will launch next spring and blends the iconic cocoa hazelnut spread’s creaminess with roasted peanuts. It is specifically designed for the peanut-loving North American market, where demand for this legume is high. This launch is expected to enhance Ferrero’s footprint in the U.S. market.
The development of this new spread took five years, highlighting the company’s commitment to growth in this sector. Seth Gonzalez, Ferrero’s senior marketing director, noted in an interview that Nutella Peanut is not intended to compete with traditional peanut butter. USDA data referenced by The Peanut Institute indicates that U.S. peanut consumption has surged over the last two decades, particularly during the COVID-19 pandemic. Approximately 60% of peanuts are used for peanut butter, with 17% for candy and 2% as an ingredient. In 2022, USDA reported that peanuts accounted for 65% of all nut consumption in the U.S., with an average annual consumption of 8 pounds per person.
Nutella Peanut will be produced at Ferrero’s Illinois facility, which also manufactures other peanut-based products, such as Butterfinger and Baby Ruth. The company is investing $75 million in the infrastructure needed to support this new product. Executives are optimistic that Nutella Peanut will further boost the already successful Nutella brand, which has seen sales nearly double since 2020.
Depending on how consumers respond, Ferrero may eventually expand Nutella Peanut into various formats. In recent years, the company has focused on integrating its classic hazelnut spread into products like biscuits and crunchy wafers, as well as portable options such as Nutella & Go, which allows for dipping snacks into the spread. “It’s definitely something we’d like to have on the radar,” said Gonzalez, regarding potential future innovations for Nutella Peanut. “Of course, we need the success of this product first to build a platform off of it.”
This new spread is part of a broader range of product launches from Ferrero over the next six months, which also includes Ferrero Rocher chocolate squares, Tic Tac Dr. Pepper, Butterfinger Marshmallow, and a limited-edition white chocolate Crunch bar made with crisp rice. Historically, Ferrero’s U.S. presence has primarily revolved around Nutella, golden-wrapped Ferrero Rochers, and minty Tic Tacs. However, the family-owned Ferrero, which originated in war-torn Italy in 1946, has been actively expanding its U.S. presence through innovations in its existing product lines and a series of multi-billion dollar acquisitions.
In 2024, Ferrero introduced Tic Tac Chewy, a gummy product that marked its first venture outside of chocolate or mints. The company also launched a limited-time Butterfinger Caramel product this year. Ferrero’s strategic acquisitions have allowed it to diversify into confections and cookies, including the Keebler and Famous Amos brands, and it has added ice cream manufacturer Wells Enterprises, known for Blue Bunny and Halo Top, along with protein snack brand Power Crunch to its portfolio.
While competitors like Hershey and Mondelēz International have experienced sluggish sales as consumers cut back on spending, Ferrero has managed to maintain its growth. The company’s U.S. business recorded a 3.4% dollar growth in the 52 weeks ending April 20, according to its reports. In the evolving landscape of the 21st century, Ferrero’s commitment to innovation, including products like Nutella Peanut and the incorporation of calcium citrate petites, positions it well for continued success.