Ferrero’s launch of Nutella Peanut is shaping up to be a brand first in more ways than one.
Not only is it Nutella's first new flavor in its 62-year history, but it will also be the first time a Nutella product is being manufactured in the U.S.
Nutella Peanut is being produced in Franklin Park just outside Chicago after Ferrero invested $75 million in the facility to enable it to produce the peanut spread. The expansion increases Ferrero's capabilities in the Franklin Park plant, where Butterfinger and Baby Ruth have been made since the 1960s.
“Nutella Peanut and this new facility showcase Ferrero's dedicated and talented teams, commitment to growth in North America, and the company's ability to thoughtfully and effectively evolve brands that have been loved for generations," Michael Lindsey, president and chief business officer of Ferrero North America, said in a statement.
Ferrero has spent billions of dollars in recent years increasing its presence in the U.S. through acquisitions and rapidly increasing its operations, R&D and manufacturing capabilities. The company, which also makes Ferrero Rocher and Tic Tac, recently bought cereal maker WK Kellogg for $3.1 billion.
But despite the dealmaking, Ferrero hasn’t lost sight of innovation in its core brands.
Nutella has only been in the U.S. since 2009, when the Luxembourg-based Ferrero started positioning the brand as a topping for pancakes, waffles and toast.
The chocolate hazelnut spread is now growing its position beyond the morning, leading Ferrero to launch other products, including portable formats. The peanut-flavored version of the spread is aimed at deepening the brand’s presence in lunchtime and evening snacking occasions, according to a top executive.
Peanuts are extremely popular in the U.S. Nearly 60% of peanuts go toward peanut butter, with 17% for candy and 2% as an ingredient. The USDA noted in 2022 that peanuts are responsible for 65% of all U.S. nut consumption, with each person consuming 8 pounds annually.
