Nutella has some fantastic news for those living in the United States.
In May, the brand announced that it is launching its first flavor innovation in its more than 60-year history with Nutella Peanut. According to a statement from its parent company, Ferrero, the flavor “combines the distinctive creaminess of Nutella cocoa hazelnut spread with the delicious taste of roasted peanuts.” It is slated to hit store shelves starting in the spring of 2026. According to its executives, this product is critical to its continued growth in the U.S. market.
“Our momentum here has never been stronger,” Michael Lindsey, the president and chief business officer of Ferrero North America, shared in the statement. “Developing Nutella and Ferrero Rocher products specifically for the North American market represents a defining moment in our company’s history. These innovations will engage both loyal fans and new consumers, boosting our power brands and further solidifying our position as a category leader in North America.”
What’s perhaps even more exciting is the fact that this product may also be made in the U.S. According to the Chicago Tribune, the new treat, which took five years to develop, will be manufactured at its Franklin Park factory. The paper also noted that Ferrero will “invest $75 million in the plant” and create dozens of new jobs to help produce Nutella Peanut.
One thing that needs to be made clear is that this is not a peanut butter product; it will still have its distinct hazelnut and chocolate taste, too.
“We didn’t want it to be another peanut butter,” Seth Gonzalez, the senior director of marketing for Nutella, told the Tribune. “There’s a reason why cocoa is still connected as a peanut-and-cocoa formula, instead of just peanuts. It’s more afternoon snacking than lunch, for example.”
However, this isn’t the only new thing Fererro is dropping. It also announced the introduction of Ferrero Rocher chocolate squares. “Each chocolate square has a delicious chocolate shell, creamy filling, and crunchy hazelnuts,” the company explained. “Varieties include Milk Hazelnut, Dark Hazelnut, White Hazelnut, Caramel Hazelnut, and Assorted.” These are set to hit store shelves in September of this year.
And this may not be the last peanut-centric flavor innovation we see from the brand. It hinted that, depending on consumer reactions to this new product, it could introduce more peanut-filled treats in the future. “It’s definitely something we’d like to have on the radar,” Gonzalez added to the Tribune. “Of course, we need the success of this product first to build a platform off of it.”