Nutella Launches Nutella Peanut: The First Major Flavor Innovation Since 1964
For over 60 years, Nutella has stayed true to its cocoa and hazelnut formula, a formula people know by heart. First introduced in 1964, the spread became a fixture in kitchens without much experimentation along the way. That makes Ferrero’s move to release Nutella Peanut feel intentional and carefully timed, marking a rare moment where the brand steps outside its long-held comfort zone.
Set to arrive in U.S. stores in spring 2026, the new product marks the first major flavor expansion tied directly to the original Nutella spread.
Why the U.S. Became the Test Market
Image via Yelp/Nicole I.
Nutella Peanut will launch exclusively in the United States, where peanuts already hold a central place in everyday eating. Americans consume about 1.6 billion pounds of peanuts each year, and roughly 60% of that total goes into peanut butter. That level of familiarity made the U.S. a practical testing ground for a peanut-based variation.
Ferrero has described the rollout as a measured step in expanding Nutella’s footprint in North America. The original spread will remain unchanged and widely available, with the peanut version positioned as an addition rather than a replacement.
Expanding the Flavor Without Rewriting Nutella
Ferrero has stressed that Nutella Peanut is still Nutella at its core. The cocoa and hazelnut base remains intact, with peanut flavor added to deepen the profile instead of taking over. The intention was to avoid creating another peanut butter product and deliver something that still feels unmistakably like Nutella.
That restraint extends to the packaging. Jars will keep the familiar Nutella branding, with only subtle labeling to distinguish the peanut variety.
Ferrero is known for taking a cautious approach with its flagship brands, and Nutella’s consistency has long been part of its global appeal. Developing a new flavor tied to the original spread required years of internal testing before approval. The slow rollout reflects how carefully the company balanced consumer expectations with shifting snack trends, where shoppers increasingly favor familiar foods with small, controlled twists.
What Comes Next
After more than 60 years, Ferrero is testing how far the Nutella name can stretch without losing its core identity.
Nutella Peanut is currently a U.S.-only release, but its performance will likely determine what happens next. Markets such as the UK, Canada, Germany, and Australia rank among Nutella’s strongest globally, and all have growing interest in peanut-based spreads and flavor hybrids.
Ferrero has also hinted that Nutella Peanut could serve as a foundation for future innovations. Any next steps depend on how consumers respond once the product reaches shelves.