admin Ferrero is launching a new Nutella variant that combines its classic cocoa-hazelnut flavor with roasted peanuts, marking the brand’s first flavor innovation in its 61-year history. The Nutella Peanut spread is set to debut in spring 2026, with Ferrero targeting the growing peanut demand in the U.S. market.
Developed over five years, Nutella Peanut is tailored to U.S. consumers who have increasingly embraced peanut products. The product comes as peanut consumption continues to rise, with nearly 60% of peanuts used for peanut butter. According to the USDA, peanuts represent 65% of all nut consumption in the U.S.
Seth Gonzalez, senior director of marketing at Ferrero, explained that while Nutella Peanut is not a direct competitor to peanut butter, it is designed to meet the expanding market for peanut-based spreads. “This innovation is a key part of our growth strategy in North America,” Gonzalez said.
To support the launch, Ferrero has invested $75 million into expanding its production facility in Illinois, where other peanut-based products, including Butterfinger and Baby Ruth, are made. The investment is expected to enhance the company’s ability to meet demand and strengthen its U.S. manufacturing capabilities.
Ferrero’s U.S. business has experienced impressive growth, with Nutella sales nearly doubling since 2020. The company believes that Nutella Peanut will further drive brand momentum, particularly as it continues to diversify its product offerings. In addition to Nutella Peanut, Ferrero is launching new products like Ferrero Rocher chocolate squares and Tic Tac Dr. Pepper.
Looking ahead, Ferrero may expand Nutella Peanut into various formats, including portable snack options. However, the company is focusing on the initial product’s success before exploring additional variations. As Ferrero pushes forward with new product innovations, the company remains confident in its strategy to strengthen its foothold in the competitive U.S. market.
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