My brand for today is Nutella – the yummy hazelnut and cocoa spread with the taste of molten Ferrero Rocher, which is good to smear on bread or even better to have a spoonful, just like that!
The word Nutella is a bilingual word – a combination of the English word “nut” with a Latin suffix “ella” meaning small.
The delicious hazelnut spread owes its existence to World War II. In the 1940s, cocoa was in short supply due to WW II rationing. So Mr. Pietro Ferrero, the founder of the Ferrero Company, chose to use hazelnuts, which were plentiful in northwest Italy, to extend the chocolate supply.
The original version of Nutella spread called ‘Pasta gianduja’ was made in loaves and wrapped in tinfoil, so it could be sliced and placed on bread for mothers. Children loved the taste, but many of them would just throw away the bread and only eat the pasta gianduja!
This led to the alteration of the product into a paste, so it could be spread on the bread. The spread was renamed “Nutella®” in 1964, combining “nut” with “ella”, giving it a soft ending.
Nutella, being a less expensive way for people to enjoy chocolate was well received. European families started using Nutella as a breakfast staple on bread and toast. The Ferrero Company introduced this traditional Italian breakfast item to the U.S. market in 1983. The popularity of Nutella has grown steadily over the years, and it is now marketed and sold all over the world.
People in more than 100 countries in the world share the enjoyment of such a unique, convenient and tasty product. Not only that, the ingredients sourced from different countries around the world go into producing a jar of Nutella, which makes it a perfect example of globalization bottled in a jar.
An OECD case study on Global value chains states that
Hazelnuts come mainly from Turkey, palm oil from Malaysia, Papua New Guinea and Brazil, cocoa mainly from Ivory Coast, Ghana, Nigeria and Ecuador, sugar mainly from Europe and the vanilla flavour from the United States and Europe.
The composition of the ingredients is slightly different though depending on the country where it is sold.
Nutella hazelnut spread continues to be made from the combination of roasted hazelnuts, skim milk and a hint of cocoa, with no artificial colours or preservatives. When used in moderation with complementary foods, Nutella can form a part of a balanced breakfast.
Spreading Nutella on bread or chapatti makes it like a chocolate treat for breakfast, something that my child enjoyed while I had the satisfaction of seeing her eat the bread as well.
The popularity of Nutella is such that
A jar of Nutella is sold every 2.5 seconds around the world.
This is higher than the average birth rate around the world. Have you tried it yet?
Reference & Image:
[i] De Backer, K. and S. Miroudot (2013), “Mapping Global Value Chains”, OECD Trade Policy Papers, No. 159, OECD Publishing, Paris.
[ii] Nutella website
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