Shortly after the launch of this product, Ferrero introduced a new, spreadable version called “Supercrema Gianduja.” This spread was a presence in the households across Italy, on toast or croissants, swirled into ice cream or eaten with a spoon directly from the jar. Ferrero’s confection became so popular that neighborhood food stores kept a full jar on the counter and school children would run in with slices of toasted bread, asking for a “smear” for a few lire as an afternoon snack.
Bonaparte at the Pont d’Arcole, by Baron Antoine-Jean Gros, (ca. 1801), Musée du Louvre, Paris
In 1963, Ferrero’s son Michele Ferrero revived Supercrema in order to advertise it throughout Europe. He modified the product and renamed as “Nutella” in 1964. The first jar of Nutella left the factory in Alba on April 20, 1964. The product was an instant success.
Nowadays, the main ingredients of Nutella are hazelnuts, palm oil, sugar, cocoa solids, and skimmed milk. In 2012, French Senator Yves Daudigny proposed a tax increase on palm oil. At 20 percent, palm oil is one of Nutella’s main ingredients, and the tax was dubbed “the Nutella tax” in the media.
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