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The Giandujot. The iconic jar. Oh la la! Success has no borders. Roberta Sassatelli, associate professor of cultural sociology at Milan University and author of Consumer Culture, says initially Nutella was the epitome of a "pop lux" popular luxury for Italians. Both characteristics are embodied in its glass jar, with a "traditional and luxurious" shape, yet a plastic cap that is "modern, cheap and functional".
The marketing of Nutella, Sassatelli says, has been a triumph. They could have played on different universal values like, 'This is cheap, this is affordable, this can substitute chocolate. The images used to sell Nutella have tended to relate to children and family, she says - it may be an indulgence, but it's presented as the opposite of dangerous or decadent.
It's a spread so you can dirty yourself a bit, but it's just for fun. I think that in the course of the history of Nutella, this is something which has been played on a lot - Nutella as a 'polite transgression'. The company has been particularly good at marketing Nutella as a good ingredient for a nutritious breakfast, Sassatelli says, emphasising the hazelnuts and milk rather than the high content of sugar and saturated fat. But three years later, the ASA gave a clean bill of health to another ad urging people to "Wake up to Nutella", and continuing: "Each 15g portion contains two whole hazelnuts, some skimmed milk and cocoa.
Nutella's three-year sponsorship of the national football team, starting in , was a masterstroke, Sassatelli says. On the other hand, of course, it links it with the idea that, in the right quantities, it is healthy to the point that even athletes use it. Health issues will be far from the minds of Nutella fans taking part in this weekend's 50th birthday celebrations, which include a street party on Saturday in Ferrero's home town of Alba and a free concert on Sunday featuring pop star Mika in Naples' Piazza del Plebiscito.
Among passionate fans celebrating Nutella's half century and his own is, of course, Giovanni Ferrero, although he admits its precise birthday is something of a mystery. Nutella was introduced in by the Italian company Ferrero who still manufactures the product, however they do have local manufacturers in many countries. As kids we went crazy over nutella in the 70s and 80s, but parents back then weren't taking as many precautions as they are today, especially when it comes to reading ingredient labels.
The commemorative stamp features a jar of Nutella along with two years, and The year was when Nutella first started marketing its product as such, while is the year the stamp was released. Tradition is spelled in capital letters at Ferrero. This may be one of the reasons why neither the recipe nor the packaging of this internationally popular chocolate and hazelnut spread called Nutella has not changed at all since Nutellas was introduced first in The main ingredients in Nutella are sugar and palm oil.
There is also hazelnut, cocoa powder, and skimmed milk. However, Ferrero changes the ingredients for each country where Nutella is sold. Finally "the Tartinoise" was renamed "Nutella" in
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