Nutella just announced its 1st new flavor in over 60 years. Not everyone's excited about it.
Iconic hazelnut and cocoa spread Nutella is debuting a new flavor in spring 2026, and it's ideal for peanut butter enthusiasts.
The original Nutella, which hails from Italian company Ferraro, is synonymous with the rich taste of chocolate and hazelnut. The new flavor — which marks Nutella's first since 1964 — adds a twist to the original recipe. It's called Nutella Peanut, and, according to the Ferraro website, the new product blends the 'distinctive creaminess of Nutella cocoa hazelnut spread with the delicious taste of roasted peanuts.'
'Developing Nutella and Ferrero Rocher products specifically for the North American market represents a defining moment in our company's history,' Michael Lindsey, Ferraro's North America president and chief business officer, said in a statement. '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.'
Another bonus? Nutella Peanut is also dairy-free and, though not marketed as such, appears to be a vegan product as well. This comes on the heels of Nutella's plant-based versio, which launched in 2024 and is available only in select markets in Italy, France and Belgium.
While the new flavor won't be on the market for another year, people who have not yet tried the product are already sharing their strong opinions on social media about the vegan peanut spread.
'Hazelnuts to peanuts??' one commented on a TikTok sharing the news. 'So they're making peanut butter.'
'Why do we need peanut flavored nut butter?' another questioned in a separate comments section.
Others were unhappy that the new flavor includes peanut, as it is a common allergen: 'Wasn't the whole point of Nutella is to be a replacement for peanut butter for those who couldn't eat it?' one asked. Another noted that they only reason they choose Nutella is that they are 'allergic to every nut' with the exception of hazelnuts.
A third wrote that they love that the new flavor is dairy-free but noted they really love the taste of the hazelnut spread. 'Can we have the regular flavor but just dairy free?' they asked, noting that other dairy-free Nutella-like products out there are 'always peanut- or almond-based' with 'no hazelnut in sight.' (It's worth noting that Nutella Peanut will incorporate hazelnut as well as peanut.)
Still, others were excited: 'I'm dairy-free so this is a win for me,' one Nutella fan added. Another shared, 'As someone who's allergic to dairy I'm very excited.'
Meanwhile, people were also inspired to share their own ideas for the next Nutella flavor. Plenty of people were hoping that the next flavor would incorporate pistachio for a Dubai chocolate bar take, while others asked for white chocolate or strawberry.
And, hey, given that this is the first new Nutella flavor in more than six decades, the sky really is the limit.
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