The FARM BuzzBreaking Tradition After Six Decades
Ferrero, the company behind the popular brand Nutella, has recently announced it will be releasing its first new flavor in 61 years on the US market. Until now, its original cocoa hazelnut spread has been so popular that it has seen no need for change, but Ferrero has finally decided to branch out into the ever-growing, plant-based market in America.
Ferrero Unveils Nutella Peanut: First New Flavor in 61 Years Hits US Market
Introducing Nutella Peanut
The company plans to release its new flavor, Nutella Peanut—a dairy-free spread with cocoa, hazelnuts, and roasted peanuts.
Set to debut in spring 2026, Nutella Peanut features a dairy-free blend of cocoa, hazelnuts, and roasted peanuts. The innovative spread contains:
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Sugar
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Peanuts
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Palm oil
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Peanut flour
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Cocoa
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Hazelnuts
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Lecithin
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Salt
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Vanillin
Significantly, this new formulation omits the milk powder found in the original Nutella recipe, marking a major shift for the brand.
Flavor Profile and Positioning
Ferrero’s senior director of marketing, Seth Gonzalez, told the Chicago Tribune, “It’s definitely something we’d like to have on the radar. Of course, we need the success of this product first to build a platform off of it.”
The company has been very cautious about altering its original product, so it has taken five years to develop the new Nutella Peanut flavor. But they know Americans have a love affair with both peanuts and peanut butter, so this may be a strong move on Ferrero’s part. The US Department of Agriculture estimates that each American consumes over eight pounds of peanuts annually, around 60% of this being in peanut butter.
Manufacturing Expansion
Ferrero recently expanded its facility in Bloomington, IL, a $75 million project, to accommodate the production of this new, dairy-free flavor. This facility also manufactures the popular candy bars Butterfinger and Baby Ruth.
Gonzalez pointed out that their new product is not meant to replace peanut butter but offers a different flavor for snacks, dips, and spreads with its cocoa, hazelnuts, and peanut butter mix. He stated of Nutella Peanut, “It’s the same smooth texture, just with a little extra nuttiness.”
Dairy-Free Innovation
Not Ferrero’s First Plant-Based Venture
Nutella Peanut is Ferrero’s first dairy-free flavor to be introduced in the US, but it is not their first plant-based flavor to be released. In 2024, the company rolled out a plant-based version of the original spread in select areas of Europe, including Germany, France, and the UK. That version replaces the skim milk powder with chickpeas and rice syrup. This gives a delicious, dairy-free spread that stays true to the flavor of the original.
Vegan Status
Consumers have advocated for many years for a vegan Nutella. Until now, most dairy-free options have come from third-party brands like Justin’s, Nutiva, or Vego. Ferrero has not officially labeled the new spread as vegan, but the ingredient list does not include any dairy or animal-based products.
Strategic Growth in the US Market
Expanding the Nutella Ecosystem
Nutella Peanut is just one part of Ferrero’s growth strategy for the US. The company has expanded its product line with things like Nutella & Go and Nutella Biscuits. It has also brokered deals with Famous Amos, Keebler, and Wells Enterprises (the company that produces Halo Top and Blue Bunny ice cream).
Ferrero’s Financial Momentum
Ferrero has recently posted numbers indicating steady growth, in contrast with competing companies like Hershey and Mondelēz, which have shown slight declines in consumer spending. As of April 2025, the company reported dollar growth of 3.4 percent over the last 12 months.
The FARM Buzz
