Ferrero has launched an original ‘Nutella Gelato’ in Europe this summer to combat the rise of ice cream copycats

Tourists flocking to Italy usually line up at bars and parlors to savor iconic indigenous ice cream flavors such as pistachio, almond, lemon and Nutella.

Every ice cream parlor in Italy claims to make its own creamy, unique version of the popular hazelnut spread by using Nutella and placing a flavor tag that reads “Nutella” behind the glass counter where all the gelato is displayed.

But are they using the original Nutella?

Now there’s the real deal, made by the original makers. Forget all other duplicates.

Italian confectionery giant Ferrero recently launched ‘Nutella Gelato’, which landed on supermarket shelves in several European countries earlier this month just ahead of summer’s sultry heatwave that is currently rocking the Continent.

With layers of chocolate and hazelnut cream, it’s authentic Nutella taste ice cream, with the same ingredients as the world-famous chocolate spread. 

The creation of ‘Nutella Gelato’ is part of Nutella’s 60th anniversary celebrations. It marks the historical moment when Piedmont’s special hazelnut spread, which had been around for centuries, was first cleverly put in a glass jar and commercialized in 1964 by the Alba-based Ferrero group. 

Nutella Gelato is the brand’s first packaged ice cream, and is currently on sale in Italian and other European supermarkets at a cost of €4.99 – a premium price for the small 470ml tub which is set to compete with Häagen Dazs and Ben & Jerry’s. 

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Ferrero’s revenues have been steadily growing over the past three years, going from €14 billion in 2021 to €17 billion in 2023.

The group is confident that this new product will be as successful as other Nutella twists created so far and will appeal to consumers across Europe. According to Eurostat, the European ice cream industry is worth over €6 billion.

It is not the first time that Ferrero has reimagined Nutella into another product. In 2005 it launched the Nutella&Go snack, a pack of sticks and Nutella to scoop up the spread, in 2015 the Nutella B-ready with a crispy baked shell, in 2019 Nutella Biscuits, 2020 Nutella Muffin and last year, the Nutella Croissant.

Savoring Nutella Gelato is not the same thing as placing a jar of Nutella in the freezer until it solidifies into ice. That’s because Nutella Gelato also has light brown layers of hazelnuts that mix with the dark chocolate.

And it’s not just sold in Italy, you can find it in other countries across Europe. 

Leonardo Calabrò, Ferrero’s Global Head of Ice Cream  told Fortune the new line is already available across Italy, France, Germany and Spain, with more on the horizon.

The pot offers the unmistakable Nutella experience in a soft and smooth hazelnut ice cream, enriched by tasty Nutella layers and swirls.

“Even though it’s only been available for a short period of time, we’re since then registering a very positive preliminary performance, (and) we’ve been pleased with the enthusiastic feedback consumers of all ages are showing after having tasted Nutella Ice Cream,” Calabró adds.

Comments posted on Italian social networks are all positive, and Nutella fans seem enthusiastic. Even though a few complain that the quantity is small for the price, none seem to give up on the experience of trying it at least once. 

Nutella Gelato is, after all, Nutella.