The Nutella story
In 1946 pastry maker Pietro Ferrero in Alba, Piedmont, created a sweet paste made from hazelnuts, sugar and a little cocoa, which was scarce after the war. He called it Pasta Gianduja. His son Michele refined the recipe into a creamy spread and launched it as Nutella in 1964.
What makes Nutella powerful
Nutella is one of the most loved food brands in the world. Its jar, its taste and its place on the breakfast table make it a cultural icon in many countries. Fans celebrate World Nutella Day each February. The brand has expanded into Nutella Biscuits and Nutella B-ready.
Nutella today
Nutella is owned by the Ferrero Group, which is privately held by the Ferrero family and based in Luxembourg. Ferrero sources hazelnuts from Turkey, Italy and other countries and publishes a hazelnut sourcing charter. Giovanni Ferrero is executive chairman.
What comes next for Nutella
Nutella's next phase is about reaching new markets and moments, while meeting rising expectations on nutrition and responsible sourcing of palm oil and hazelnuts.
Why Nutella ranks #53
Brand Positioning & Recall (82.0) and Consumer Trust & Sentiment (70.0) carry Nutella's Power Score of 69.44.
Sustainability, Governance & ESG at 58.0. What would move it: Published, measurable sustainability targets, stronger governance disclosure and third-party ESG ratings.
Pillar profile
Versus its nearest rivals
17 Food & Beverage brands are in the Europe 100. Nutella is #8 in its sector.
Questions people ask
What rank is Nutella in WCRC's Europe's Most Powerful 100 Brands 2026?
Nutella ranks #53 of 100 in Europe's Most Powerful 100 Brands 2026, with a WCRC Power Score of 69.44 out of 100.
When was Nutella founded and who founded it?
Nutella was founded in 1964. Founder(s): Michele Ferrero.
What is Nutella's weakest area?
In the 2026 assessment, Nutella's lowest pillar is Sustainability, Governance & ESG at 58.0 out of 100.
Who leads Nutella today?
Part of Ferrero (Giovanni Ferrero, Executive Chairman). The brand is owned by Ferrero Group.
Where is Nutella headquartered?
Nutella is based in Alba, Italy (group based in Luxembourg). Its country of origin is Italy.
What is Nutella's revenue?
€19.3bn Ferrero Group turnover (FY to 31 Aug 2025, +4.6%), according to the company's published results.
What is a signature fact about Nutella?
Nutella grew out of Pietro Ferrero's 1946 "Pasta Gianduja", made with hazelnuts to stretch scarce cocoa.
Key facts
| Brand | Nutella |
|---|---|
| Company / owner | Ferrero Group |
| Headquarters | Alba, Italy (group based in Luxembourg) |
| Founded | 1964 |
| Founder(s) | Michele Ferrero |
| Leadership | Part of Ferrero (Giovanni Ferrero, Executive Chairman) |
| Latest revenue | €19.3bn Ferrero Group turnover (FY to 31 Aug 2025, +4.6%) Source |
| Sector | Food & Beverage |
| Country of origin | Italy |
| Signature fact | Nutella grew out of Pietro Ferrero's 1946 "Pasta Gianduja", made with hazelnuts to stretch scarce cocoa. |
| Official website | nutella.com |
Nutella is ranked #53 in WCRC's Europe's Most Powerful 100 Brands 2026 (Power Score 69.44).