Nutella began in 1944 in Italy as a cream called Supercrema. It was created by Pietro Ferrero in his bakery. Nutella has since become the world's most famous hazelnut spread, a symbol of family and friendship. Thanks to its unique taste and carefully selected ingredients, Nutella has become part of many people's breakfast rituals. While Nutella is enjoyed by people of all ages, its most loyal fans are those who consume it frequently as part of their morning routine. However, Nutella also faces some criticism for potential allergies, negative skin effects, obesity risk with overeating, and lack of nutritional balance compared to alternatives like cereals.

1. nutella
Magdalena Grdanoska

2. About…
• The first version of the Italian cream called Supercrema what would
become the revolutionary invention of the century and what is now one of
the most famous food specialties in the world – Nutella. It was founded in
a backroom of a pastry shop founded in Alba in 1944 by Pietro Ferrero.
Since then, Nutella has become the world most famous nougat spreads,
but it is also a symbol of family, of friendship and nice memories. Its
unique taste and its distinctive jar attract consumers of all generations.
Thanks to its inimitable recipe and its genuine and carefully selected
ingredients, Nutella, has become an essential element to the breakfast
ritual and serves as a great way to begin the day.

3. The evolution of the Supercrema

4. So how come a simple family story…

5. …turned into a worldwide addiction?

6. Not an ordinary product…

7. Why Nutella?
It’s easy to prepare

8. There is no a single one target group. The sweetness of the product is
attractive to any age group, but the most important profile are the most loyal
Nutella fans, the ones who consume it most frequently.

9. When do they eat Nutella?

10. The importance od breakfast
When talking about the most
important meal of the day, the proper
nutritious breakfast can help weight
loss, maintaining healthy weight and
staying energized throughout the day.
Breakfast is also the single meal
where eating carbs is actually a good
thing.

11. The social element
Early in the
morning
breakfast is the
sweet pleasure
that gathers
around the
family for a good
start of the day.

12. The emotional side

13. Because each one of us is unique…

14. …and has different indulgences

15. The dark side of Nutella (and why mom didn’t
allow you to eat the whole jar)
Allergies
Bad for the skin
Overeating may cause laxative
effect
Obesity

16. Brand health
1.Advertizing

17. External communication

18. The brand towards its customers

19. The Cult Branding experience

20. Do the best things come in small
packages?

21. The world of Nutella

22. Improving areasNeed for diversity
Better care for the fans
Making it more healthy

23. The competition
Ferrero is the 13th largest packaged food
company in the world, based on
predominant confectionary, bakery,
dairy and spreads products.
Its competition is wide and consisted of
any kind of spread, chocolate nougat
spreads, vanilla spreads, peanut and
regular butter, jam and honey.
But among competition is the morning
substitution to Nutella-the cereals.
Cereals are lighter, healthier and
contains less fats and refined
carbohydrates.

24. Summary