For more than six decades, Nutella has remained almost untouched, an iconic chocolate-hazelnut spread that defined breakfast tables around the world without ever changing its core flavor. Now, that long-standing tradition is finally being broken. In a move that is already sparking curiosity (and cravings), the brand is unveiling Nutella Peanut, a nostalgic twist that blends its signature creamy spread with the rich, familiar taste of roasted peanuts.
Nutella Peanut hits shelves nationwide
Breakfast routines across the country are getting a major shake-up following an April 15 announcement that Nutella Peanut has officially hit the shelves of major retailers. While the brand has experimented with various snack formats like Nutella Biscuits and Nutella B-ready, this launch represents a historic pivot as the very first flavor variation since the original hazelnut recipe debuted in 1964.
According to a press release, “this marks the brand’s first flavor innovation in its over 60-year history, delivering a new taste experience that blends the unmistakable creaminess of Nutella with the delicious taste of roasted peanuts.”
The new product aims to capture the hearts of those looking for a versatile treat that is “perfectly spreadable” for sandwiches or a quick pick-me-up during “afternoon snack time.” Noah Szporn, Ferrero North America’s Senior Vice President of Spreads, emphasized that the goal was to maintain the brand’s signature texture while introducing a beloved new profile. “Nutella Peanut delivers the same creamy experience fans know and love, now blended with the irresistible taste of roasted peanuts,” Szporn said. “Our fans have been asking for this for years. We heard them, and afternoon snack time will never be the same.”
This strategic flavor expansion arrives on the heels of “months of buzz, social excitement, and no small amount of anticipation,” proving that even a sixty-year-old icon isn’t afraid to listen to its audience and reinvent a classic.
The launch of Nutella Peanut wasn’t just a marketing milestone; it was a cosmic coincidence. The brand capitalized on a surreal moment of global attention when a jar of the classic spread was spotted weightlessly drifting through the Artemis II livestream on April 6. This out-of-this-world cameo provided the perfect launchpad for Ferrero to announce its first recipe shift in over six decades.
Szporn noted that the celestial spotlight served as a catalyst for the bold move: “Honestly, when a jar of Nutella goes viral floating in space, you start to feel like anything is possible. So naturally, our next move as a brand was dropping our first new flavor innovation in over 60 years.”
The timing was particularly poetic according to reports from CNN, which noted that the accidental brand placement “happened just minutes before the Artemis II crew traveled the longest distance humans have ever gone into space.” By aligning a major product evolution with a historic leap in space exploration, Nutella transitioned from a humble pantry staple to a literal icon of the stars, proving that after 60 years, the brand is still capable of reaching new heights.
View this post on Instagram
How to score a free taste of Nutella Peanut
If you’re looking to sample the new spread without spending a dime, Nutella is taking the launch from the grocery aisle to the streets of Manhattan. The brand is hosting the inaugural Nutella Peanut Pop-Up in New York City’s NoHo district, located at 372 Lafayette Street. This exclusive event will run for one weekend only, from May 16–17.
Far from a standard tasting booth, this public event reimagines the typical afternoon break as an immersive, high-energy experience. Visitors can navigate through a gauntlet of quick-hit interactive games designed to earn them a variety of rewards. As guests progress, they can unlock branded prizes and custom keepsakes, all leading up to the main event: complimentary Nutella Peanut sandwiches and a selection of premium dippable snacks.