Nutella

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Nutella arranged in the style of product marketing in the 2000s

Nutella ( spelling : nutella ) is a nut and nougat cream from the Italian manufacturer Ferrero . It consists mainly of sugar with ingredients from palm oil , roasted hazelnuts , milk powder , cocoa , soy lecithin and vanillin . Nutella is available today in most of Europe , the USA , Canada , Mexico , China , Japan , the Philippines , Turkey , Australia , South Africa and some countries in South America and Africa , among others . Nutella has been around in Germany since 1965.

history

The Ferrero plant in Stadtallendorf

Nutella was developed in 1940 by the confectioner Pietro Ferrero in Piedmont , Italy , who initially called the spread pasta gianduja . The model was nougat (gianduia), a mixture made from nuts, sugar and couverture used to make pralines . In 1951 Ferrero changed the recipe for Supercrema gianduja . Due to an Italian law from 1962 that banned the prefix “Super” in brand names , the spread had to be renamed in 1964. From Super Crema was Nutella , a portmanteau of the English nut (nut) and the Italian female diminutive -ella . The first jar of the spread, called Nutella, was produced in Alba on April 20, 1964 . From 1965 the cream was also sold outside of Italy. The design of the glasses comes from the Italian Lelo Cremonesi .

Nutella has been produced for the German and Northern European market in Stadtallendorf in Central Hesse in the local Ferrero plant, which is the largest employer in the Marburg-Biedenkopf district , since the 1960s .

Since Nutella was the first spread of its kind and today it has a dominant position in the market, the name Nutella has become the generic name ( deonym ) for every type of nut nougat cream in everyday language . This is also one of the reasons why many competing products use names that sound similar - for example: Nusstella, Nutoka or Nudossi .

Ferrero now sells 250,000 tons of Nutella annually in 75 countries around the world. Italian Post issued its own stamp to mark Nutella's 50th birthday.

In 2015, a court in northern France ruled that a child should not be called Nutella . The baby was renamed Ella .

Recipes

At 13%, the hazelnut content of Nutella is above the minimum content of 10% according to the German food book .

The recipe is not the same everywhere. In Europe, Nutella is made using two different recipes. In Germany , a recipe is sold that has a matt gloss, is easy to spread and has a slightly higher cocoa content. Nutella in other countries (e.g. France , Spain , Italy , the Netherlands , Belgium and parts of Switzerland ) is shinier and softer and, according to the taste that predominates in southern Europe , a bit sweeter. The different consistency of Nutella is due, among other things, to the different eating habits with common types of bread in the respective countries.

Depending on the recipe, the energy content per 100 grams is 2150 kJ (514 kcal.) Or 2284 kJ (547 kcal.).

In November 2017, the proportion of skimmed milk powder was increased from 7.5% to 8.7% (which in turn resulted in a slight increase in the sugar content from 55.9% to 56.3%) and the fat content was slightly reduced. According to the Hamburg Consumer Center, the new recipe represents a reduction in quality, as the proportion of cocoa as a "valuable ingredient" is lower. The new recipe gave Nutella a lighter color.

Germany

The following ingredient description is given for the product available in Germany : "Sugar, palm oil , hazelnuts (13%), skimmed milk powder (8.7%), low-fat cocoa , emulsifier lecithins (soy), vanillin". The allergens contained are marked on the label in bold.

The old recipe in Germany was: "Sugar, vegetable fat, hazelnuts (13%), low-fat cocoa, skimmed milk powder (7.5%), emulsifiers, lecithins (soy), vanillin". A sugar content of 55.9 g with a total calorie amount of 533 kcal per 100 g was stated.

Austria

In Austria , the recipe is as follows (see label on the 750 g glass): "Sugar, palm oil, hazelnuts 13%, low-fat cocoa 7.4%, skimmed milk powder 6.6%, sweet whey powder, emulsifier soy lecithin , vanillin".

Italy

In Italy the recipe is as follows (printed on a 25 g glass / 1 portion): "zucchero, olio di palma , NOCCIOLE (13%), LATTE scrematoin polvere (8.7%), cacao magro (7.4%) %), emulsionanti: lecitine ( SOIA ), vanillina . Senza glutine . "

Translated, this means: "Sugar, palm oil, hazelnuts (13%), skimmed milk powder (8.7%), low-fat cocoa (7.4%), emulsifiers: lecithin (soy), vanillin. Gluten-free." The allergens are highlighted in bold (as in Germany).

advertising

With the Nutella brand , Ferrero is a sponsor of the German , Italian , French and Austrian national football teams .

The marketing concept of mostly young, hopeful young German players appearing in a humorous advertisement, was launched in 2004. Ferrero himself calls these commercial actors “The young and wild ones” and marks the campaign with “Got it?”. In the German press, however, the term " Nutella Boys " was used.

The first generation of the Nutella Boys consisted of the soccer professionals Benjamin Lauth , Kevin Kurányi , Arne Friedrich and Andreas Hinkel . Since of these four football players only Arne Friedrich received the nomination for the 2006 World Cup squad and many players in the following generations of Nutella Boys could not meet the high expectations, the story of the "Nutella curse" circulated in the German media . which implies that after participating in the advertising films, the career of the participating players does not take the expected positive course.

Since the end of 2011, the claim “Tomorrow makes the day” and the “Nutella family” have been advertised, which consists of father (played by Sebastian Nakajew ), mother (until 2012: Dana Golombek ), son, daughter ( Nicole Mercedes Müller ) and a dog. According to Nutella Marketing Director Dirk Voss, many viewers should "find each other again and smile when they think of their own family." In 2015 the family was expanded to include a grandmother.

In 2013, in cooperation with the music magazine Rolling Stone, a series of events called ROLLING STONE Breakfast Club with nutella took place, with a brunch with live music. Three events took place, artists were Frank Turner (Berlin), New Found Land (Berlin) and The Burning Hell (Frankfurt).

There are also additional (mostly time-limited) promotions, for example special glasses, lids or labels. Nutella is also among the Ferrero products, where you can exchange points for promotional items in the event of irregular collection campaigns .

Genus - the one, the or the Nutella

The use of articles is not uniform in German . Both “das” and “die” are used in almost the entire German-speaking area. “The”, on the other hand, is found almost only in the far west of Germany as well as in East Belgium and Luxembourg . In South Tyrol , on the other hand, they only know "the" Nutella.

On the one hand, the manufacturer Ferrero comments on the article question as follows: “Nutella is a fantasy word registered in the trademark register that is usually used without an article. It is up to you which article you place in front of nutella. ”On the other hand, Ferrero started the“ dein nutella ”campaign in Germany in December 2014, which allows fans to create personalized labels for the nutella jars. The possessive pronoun "your" excludes the use of the article "die" in use with "nutella".

packaging

In Europe, Nutella is mainly sold in clear disposable jars with a screw cap made of white or clear plastic in various packaging sizes. The glass is sealed with an oxygen -tight plastic-aluminum-paper sandwich film ; After removing it, the lid seals over a loosely inserted white cardboard box. The horizontal cross-section of the glass is oval, the circular opening is just big enough that its inner edge is flush with the inner oval at the front and back, so there is no step between the spoon and knife when the cream is pulled upwards. In Asia and America you usually find a clear plastic box instead of glass. If the cream is stored in the refrigerator, the fat content makes it significantly tougher to harder.

Nutella containing products

There are also the following products containing nutella:

  • Nutella B-Ready: This product is also sometimes referred to as Nutella Bready. These are waffle bars in the shape of mini baguettes filled with Nutella and small waffle pieces.
  • Nutella & go: This product contains Nutella and bread sticks. Nutella acts as a dip for the bread sticks. There are also variants with pretzel sticks or with the iced tea drink Estathé . The variant with Estathé is sometimes also referred to as Nutella Snack & Drink.
  • Nutella BREAK: This product consists of three thin layers of waffle with a filling of Nutella surrounded by puffed grain.
  • Nutella MiniBrunch: This product is similar to Nutella Break. It is also sometimes referred to as the Ferrero MiniBrunch.

Web links

Commons : Nutella  - Collection of Images
Wiktionary: Nutella  - explanations of meanings, word origins, synonyms, translations

Individual evidence

  1. ↑ [1] , Berliner Zeitung, May 16, 2014
  2. ↑ Thomas Köster: April 20, 1964 - The first 'Nutella' glass rolls off the line . April 20, 2014 ( online [accessed April 20, 2017]).
  3. ↑ hr-online: 50 years of Nutella made in Hessen. ( Memento from February 26, 2014 in the Internet Archive ) February 15, 2014
  4. ↑ Handelsblatt - 50 years of nut nougat cream from Ferrero - The sweet triumph of Nutella . Article dated May 18, 2014, accessed July 11, 2014.
  5. ↑ Süddeutsche Zeitung No. 22, January 28, 2015, p. 9.
  6. ↑ German food book, guidelines for oil seeds and masses and confectionery made from them , Section II F
  7. ↑ ARTE : broadcast Karambolage from December 17, 2006. ( Memento from July 13, 2007 in the Internet Archive )
  8. ↑ ARTE: broadcast Karambolage from October 11, 2009 ( Memento from June 16, 2010 in the Internet Archive )
  9. ↑ New recipe: More sugar, less cocoa - This is how Ferrero changed Nutella world / N24 of November 5, 2017
  10. ↑ Nutella is now lighter. Ferrero especially likes it. Handelsblatt dated December 31, 2017
  11. ↑ List of ingredients and nutritional information on the German Nutella homepage. nutella.de, accessed on November 5, 2017 .
  12. ↑ Old list of ingredients and nutritional information on Foodguard.org. foodguard.org, accessed August 27, 2019 .
  13. ↑ a b The descent of the "Nutella Boys" ( Memento from November 22, 2010 in the Internet Archive )
  14. ↑ Martin Beils: The Nutella curse continues. ( Memento from April 9, 2010 in the Internet Archive ) In: Rheinische Post , June 15, 2009.
  15. ↑ Nutella is having breakfast with the family again. OnetoOne, December 23, 2011, archived from the original on April 16, 2015 ; Retrieved April 10, 2015 .
  16. ↑ nutella TV spot "Earlier". In: YouTube . nutella Germany, February 24, 2015, accessed April 10, 2015 .
  17. ↑ ROLLING STONE Breakfast Club with Nutella. nutella.de, archived from the original on April 16, 2015 ; Retrieved April 10, 2015 .
  18. ↑ a b gender. “Nutella” (gender) (Question 24d). In: Atlas of everyday German language. University of Augsburg, November 5, 2009, archived from the original on January 27, 2012 ; Retrieved September 24, 2010 .
  19. ↑ Questions and Answers. Does it mean “the”, “the” or “the” Nutella? In: ferrero.de. Ferrero Deutschland GmbH , archived from the original on March 28, 2010 ; accessed on September 24, 2010 (alternative URL ): “Nutella is a fantasy word registered in the trademark register, which is usually used without an article. It is therefore up to you which article to put before nutella. "
  20. ↑ Nutella is what you make of it - personal items on the breakfast table - with your own nutella glass. Retrieved December 2, 2017 .