The world is celebrating Nutella Thursday with World Nutella Day, hailing the iconic chocolate and hazelnut spread created by pastry maker Pietro Ferrero at the northern town of Alba in the 1940s as a solution to cocoa rationing during World War II.
    The world's most famous spread was initially called Giandujot, then Supercrema, and relaunched in 1964 as Nutella by Pietro's son Michele.
    Since then its fame has spread into popular culture, most notably in a famous film scene by award-winning Italian auteur Nanni Moretti, where he dips into a giant Nutella jar.
    The day, created in 2007 by American blogger Sara Rosso, is dedicated to uniting Nutella fans and allowing them to share their passion for Nutella on social media through photos, recipes, and messages, using #worldnutelladay.
    Today, Nutella, produced by Ferrero, a Piedmontese confectionery group based in Alba near Cuneo, is "loved in over 170 countries and produced in eleven factories worldwide." With the 2026 edition of World Nutella Day, a collector's volume dedicated to Nutella has been presented, published by Assouline, a special coffee table book that explores all facets of the Nutella universe through six chapters: History, Quality, Bread & Breakfast, Versatility, Nutella World and 'Iconicity'.

The book offers a visual and narrative story that traces Nutella's evolution as a globally recognized cultural symbol.
    "World Nutella Day," commented Thomas Chatenier, Global President of Nutella, "is tangible proof of the enduring strength of our brand and the unparalleled passion of our fans, who have elevated Nutella to a cultural icon, celebrated in books and exhibitions, as well as on the tables of millions.
    "Nutella has always been synonymous with joy and positivity, and today its family of products is richer than ever: from cookies to snacks, from ice cream to frozen baked goods, up to the new Plant-Based offering.
    "At Ferrero, we continue to innovate to meet the evolving needs of consumers and offer unique and engaging consumer experiences." photo: Ferrero CEO Fabrizio Gavelli at last year's event
   

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