Nutella launches new flavor since the 1960s
The new product, Nutella Peanut, launched nationwide in the United States on Wednesday.
The Ferrero-created spread mixes the brand’s signature cocoa and hazelnut base with roasted peanuts. For most of its history, Nutella has expanded in terms of format rather than flavor. Variations have come in the form of cookies, snack packs, and desserts, but the core flavor has remained the same.
This release changes that approach by introducing peanuts as a primary ingredient rather than an accessory, fundamentally changing the flavor profile for the first time.
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This decision appears to be tailored to regional preferences. In North America, peanut butter is a household staple or even a relic, and many consumers have already combined it with Nutella in homemade mixes.
In terms of flavor and texture, the addition of peanuts changes the balance. The hazelnut notes take a step back, and the roasted peanut flavor becomes more pronounced, creating a thicker, slightly spicier blend.
To celebrate the product, Ferrero is planning a limited-time pop-up event in New York City on May 16 and 17, 2026, offering tastings and themed experiences. The launch comes after months of online speculation, with fans wondering if the brand would ever change its original recipe.
Despite the addition, the core elements remain the same. The usual creaminess and cocoa base are still maintained, almost remaining true to what made the brand recognizable in the first place.
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