Ferrero Is Launching Nutella Peanut Spread in the US
Nutella fans in the U.S. are getting a new peanut and hazelnut treat from Ferrero.
Nutella Peanut is coming to store shelves in the U.S. European food company Ferrero, the maker of the iconic Nutella hazelnut spread, is using the new product to build a stronger presence in North America.
Nutella Peanut will not be a new peanut butter. According to the food maker, the new product will combine its famous hazelnut spread with roasted peanuts. Nutella Peanut has been in the works for the last five years and will be fully ready for consumers next year.
Ferrero has been gaining momentum in United States, especially after buying similarly spelled company Ferrara, which makes Brach’s candy, as well as premium chocolatier Fannie May. Ferrero also purchased Nestle’s U.S. candy business, bringing Nerds, Butterfinger, and Raisinets into its mix.
“Mr. Ferrero has been very clear: The U.S. is the biggest market in the world, it’s the most important market in the world,” Chief Business Officer Michael Lindsey told CNBC. “We will win in the U.S.”
A plant in Illinois, where Ferrero also makes Butterfinger and Baby Ruth, will produce Nutella Peanut. The company is investing about $75 million to update the facility to accommodate the new product.
Nutella launching new spread that will be made in suburban Chicago https://t.co/hxNMAgdOCV— Chicago Tribune Business (@ChiTribBiz) May 9, 2025
What Else Is Ferrero Launching?
Nutella Peanut is just one of several new foods Ferrero has in the kitchen. Ahead of the annual Sweets and Snacks Expo, which begins next week, the food conglomerate has already teased some unique products.
Sometime this year, the Nutella maker is releasing Butterfinger Marshmallow and Tic Tac Dr Pepper. Crunch White, a white chocolate variation of the bar with crisp rice, will be produced for a limited time. Coming in five flavor combinations, Ferrero Rocher chocolate squares will greet shoppers this fall.
Should Nutella Peanut succeed with American consumers, Ferrero is likely to transform the product into various formats. Just as the company did with its hazelnut spread, other Nutella Peanut products could be biscuit and crunchy wafers and even compact packages like Nutella & Go.
“It’s definitely something we’d like to have on the radar,” said Senior Director of Marketing Seth Gonzalez, per Food Dive. “Of course, we need the success of this product first to build a platform off of it.”
