Ferrero Marketing Nutella

Nutella wants a rebrand from ‘topping’ to ‘spread’ to reach calorie-conscious Americans


By Jennifer Faull, Deputy Editor

November 5, 2016 | 2 min read

Nutella is appealing to the US Food and Drug Administration (FDA) to rebrand it as a spread, rather than ‘dessert topping’, in an effort to appeal to calorie-conscious consumers.



Nutella maker Ferrero has been lobbying for the change since 2014. It was labelled a ‘dessert topping’ in 1993 and sits alongside fruits, marshmallow, cream, and other whipped toppings. The classification meant that the average serving size was recommended to be two tablespoons.

According to reports, The FDA is has taken the request for reclasification forward and is now polling consumers to find out how much they eat. If the decision swings in Nutella’s favour it would be labelled a “nut cocoa-based spread” and be regulated in the same way as honey and jams.

Crucially for Nutella, the average portion size for those is one tablespoon and this would reduce by 50% the amount of fat and calories listed on Nutella’s US nutritional label.

In the UK, France and Australia, among others, Nuttella already markets with the one tablespoon as an average serving size.

A decision will be made in two months.

Ferrero Marketing Nutella

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