How Nutella Spread From Wartime Italy to the Tables of the World

A true Italian romance story

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

In March 1995, readers of The New Yorker happened across a Talk of the Town piece that, if it hadn't been about food, could easily have been about sex. Writer Andrea Lee evoked a product with an "animating spirit that takes it beyond its physical components." It was "more unctuous than peanut butter," with a "pillowy mildness that appeals to regressive urges."

Photo: Nick Ferrari

Good heavens—what jar of stuff could be all these things? Only Nutella, of course.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in