Nutella Celebrates the Beauty of Italy With 30 Limited-edition Labels
Get a taste of Italy with a new line of limited-edition Nutella jars, which feature images of 30 sweet spots around the country where the hazelnut cocoa spread originated.
To fulfill the hunger for wanderlust during the global pandemic, Nutella partnered with the Italian National Agency for Tourism (Ente Nazionale Italiano per il Turismo, or ENIT) to create a “Ti Amo Italia” (I love you, Italy) line of labels, which hit shelves on Oct. 12, 2020.
The jars hope to “instill all the joy of life and the positivity of the most evocative images of Italy to be enjoyed with a spoon,” ENIT said in a release, adding that the experience will provide folks with a dose of travel “while remaining comfortably seated at home.”
In addition to the imagery, each jar comes with a QR code that whisks Nutella fans into an immersive virtual travel experience on its digital platform (think: history, culture, culinary traditions, video recipes, and trivia tests).
“It’s a multisensory journey to involve every person in an evocative… storytelling of visual and gastronomic experiences,” ENIT President Giorgio Palmucci said in a statement. “The project will contribute to affirming the Italian spirit and the excellence of [a product] made in Italy with an immediately recognizable brand.”
The areas highlighted include Italy’s diverse range of settings, from villages and mountains to islands and cities. Among the locations are Gran Sasso in Abruzzo, Faraglioni of Capri in Campania, Porticoes of Bologna in Emilia Romagna, Cinque Terre in Liguria, Lake Como in Lombardy, the hills of San Severino in Marche, Santa Maria del Molise waterfalls in Molise, Lake Maggiore in Piedmont, the archipelago of Maddalena in Sardinia, Scala dei Turchi in Sicily, Val d’Orcia in Tuscany, and Venice in Veneto.
The CEO of Nutella’s parent company, Ferrero Commerciale Italia, added in the statement that the hope of the collaboration is to help the struggling tourism sector and also “remind us that to grasp the good in life, you don’t need to look far — sometimes you just need to look around.”
Nutella, which was originally made by pastry maker Pietro Ferrero in Piedmont, Italy, because of the cocoa shortage after World War II, has gone beyond just being a favorite comfort food around the world. There are Nutella Cafes in New York and Chicago, and a Nutella pop-up hotel, Hotella Nutella, sprang up in California’s Napa Valley in January. The spread even has its own holiday, World Nutella Day, which was celebrated this year on Feb. 5.