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.............................. Nutella
Logo and Trademark..............................
Nutella is the brand name of a hazelnut-based sweet spread created by the Italian company Ferrero. Although Nutella was first marketed in 1964, its predecessor — a spread named "Supercrema", had been marketed by Ferrero since 1951 though records indicate that supercrema was developed in 1949, and it was in turn derived from a previous product known as "Pasta Gianduja"; the latter was a solid block (not a spread) created by Pietro Ferrero, the brand founder, in 1946 with an initial sale of 660 pounds. The main chocolate-like flavoring ingredient, hazelnut, is a typical product of the Langhe, the area of Piedmont where the Ferrero family originates (Pietro had its patisserie in Alba, Province of Cuneo). These products were all preparations of gianduja, a chocolate and hazelnut blend developed in Italy after excessive taxes on cocoa beans hindered the diffusion of conventional chocolate.
In 1963, Pietro's son Michele Ferrero decided to revamp Supercrema, with the intention of marketing it Europe-wide; its composition was modified, as well as the label image and brand name: the name "Nutella" (based on the word "nut") and its logo were registered towards the end of the same year, and remain unchanged to this day. The first jar of Nutella left the Ferrero factory in Alba (in the Province of Cuneo, Piedmont), on April 20, 1964. The product was an instant success, and remains widely popular to this day. The estimated Italian production of Nutella averages 179,000 tons per year.
Nutella is a modified form of gianduja. The exact recipe is a secret closely guarded by Ferrero. According to the product label, the main ingredients of Nutella are sugar and modified vegetable oils, followed far behind by hazelnut, cocoa and skimmed milk, comprising together at most 28% of the ingredients. The recipe for Nutella varies in different countries. In the case of Italy the formulation uses less sugar than the product sold in France. Nutella is marketed as "hazelnut cream" in many countries; it cannot be labeled as a chocolate cream under Italian law, as it does not meet minimum cocoa concentration criteria.
Despite being advertised as a healthy breakfast choice for children, about half of the calories in Nutella come from fat (11g in a 37g serving, or 99 kcal out of 200 kcal) and about 40% of the calories come from sugar (20g, 80 kcal).
Although Nutella is marketed in a variety of packages, its stereotypical containers have always been those made of glass (plastic containers are more common in the USA and Greece). Initially, the most popular glass containers were quite small, in fact just the size of a standard table glass for drinking, with the result that they can be used as normal table glasses once the product inside has been consumed. Different forms of these glasses are produced, turning them into collectible items.
Nowadays, Nutella is more frequently marketed in jars of a characteristic, trademarked shape (pictured above). These are often 200 g, 350 g, 400 g or 750 g jars, although in some countries (such as Italy and France), 3 kg and 5 kg jars are available. In the United States it is typically sold in 13 oz jars (371 grams.)
In Australia Nutella is sold in the standard shape plastic jars with translucent plastic screw top lids. Single serve catering packs aimed at the school lunch market are also available in retail stores.
Nutella is also very popular in the rest of Europe, Canada, Puerto Rico, Australia, New Zealand, Turkey, Singapore, Brazil, Trinidad and Tobago and South Africa, mostly with children and teenagers. This is less true in the United States, where the product was only available as an expensive import until the 2000s. In the United States, basketball star Kobe Bryant was a former spokesman for Nutella, having grown up in Italy. Nutella is briefly mentioned in Chloé Doutre-Roussel's "The Chocolate Connoisseur", which includes an anecdote of her mother flying into Mexico with several jars and smearing it on her face to convince a Customs Officer that it was a facial mask, and not a banned food product.
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