Roberta Alessandrini, PhD’s Post

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Plant-based Nutrition | Dietary Guidelines | Alt Protein

It’s incredible how since its launch this year, every small grocery store in my (small) town now sells plant-based Nutella. What’s even more surprising, though, is that these same stores still don’t offer tofu, tempeh, or other common plant-based meat alternatives. For these, I have to drive to big supermarkets. So, what can we learn from Nutella’s success in this context?

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Nutella’s success with a plant-based version highlights the power of brand identity and the symbolic value it carries for consumers. Nutella is not just a product; it represents indulgence, comfort, and a sense of luxury in everyday life. The adoption of a plant-based variant allows the brand to signal inclusivity and modernity, aligning with growing consumer trends like plant-based eating, without alienating its core identity. This success in small-town grocery stores, where tofu and tempeh struggle to gain shelf space, teaches us that brand recognition and emotional resonance often outweigh purely functional or nutritional considerations. Consumers aren’t necessarily seeking protein alternatives in this case—they’re seeking a familiar and emotionally rewarding experience that feels special and differentiated. Consumers of plant-based Nutella aren’t primarily soy protein seekers—they’re looking for an accessible way to engage with a trend while enjoying the symbolic value of Nutella as a premium, differentiated product. This demonstrates that, for plant-based products to gain widespread acceptance, it’s not just about nutritional value—it’s about creating a desirable story and experience around the product. Think about! 😉

Karla Jones Seidita, Home Economist

Award-winning food & life style writer. Print, radio, and online journalist, Food Coach.

2w

People already luv Nutella so plant based is an easy segway. Tofu? (For example) There's no generally loved tofu to segway to plant based tofu. It's the same stuff and you either luv it or hate it. That's probably why your store doesn't sell all the things you're looking for.... not enough sales of the stuff to justify carrying them. But Nutella? Everyone loves nutella!!

Amy Williams

Sustainable food systems | Science communication

2w

It could be lactose intolerance? I can imagine there is a broader market for things catering to those who can't eat dairy than things replacing meat for this reason.

Mathilde Do Chi, LL.M.

Food regulations for non-lawyers - Future of Food| Foodtech| Alternative proteins| Biotech| Global Food Innovation| Novel Foods| ex-ADM| ex-FAO| Consultant| Board member| Impact Investing| Public speaker

2w

It is great to see plant-based choices becoming more available, even in small towns! While living in Italy, I recall that lupini beans were considered a plant-based staple and easily accessible even in small shops. Am I right? Tofu is also tough to find in remote places in France but is almost always available in organic stores.

if anyone was curious about the difference: The ingredient list for Nutella Plant-Based is almost identical to the original version. Both spreads contain sugar, palm oil, 13% hazelnuts, 7.4% low-fat cocoa powder, and soy lecithin. The original Nutella contains vanillin, while the vegan label doesn’t specify what flavouring is used. Similarly, salt isn’t listed on the conventional Nutella, but it is present on the plant-based ingredient list. The biggest difference, of course, is the dairy milk powder. In Italy, Nutella contains 8.7% skimmed milk powder made from cow’s milk, and this is what’s made the spread unsuitable for vegans. The plant-based iteration swaps the dairy for chickpeas and rice syrup powder. https://www.greenqueen.com.hk/nutella-plant-based-vegan-ferrero-ingredients-nutrition/

Gordon F.

I help food entrepreneurs develop exceptional food and beverage products | Food Technologist - Technical Food Consultant | Specialist in Product Development Beyond Simple Flavour Line Extensions | Startup Co-Founder

2w

I very much get the move to a plant based option for Nutella, and think it’s long overdue. Personally, I don’t like supporting big food anymore where I can avoid it . Hence, what I do now is to help propel small businesses with their product innovation. Currently enjoying a Hemptella I found at a market recently: https://hemptella.com

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Nutella is basically icing/frosting. Why having a plant-based version is important is baffling

Cristian Mòdolo

CMO | Brand Strategy & Management | Growth Seeker

2w

I guess it's only a matter of Ferrero's distribution power. It's not plant based itself the reason why you found it there.

name recognition...people like Nutella...you can't spread tofu and make a sandwich ...

Casey Maryn

Owner/Technician at Maryn's Mobile Auto

1w

Explain plant based. Nutella is made from hazelnuts I think so wasn’t it always plant based??

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